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Leading Agents Form Joint Content Board To   Effectively And Successfully Capitalize On Continued Globalization Of Retailers, Licensors And Licensees  

New York, NY - Renowned international licensing agency Gaffney International Licensing of Melbourne, Australia, and burgeoning New York based licensing and marketing agent Big Tent Entertainment have entered into a wide-ranging agreement whereby the two companies will work together on a host of strategic marketing initiatives.   Through the new relationship, Gaffney International Licensing and Big Tent Entertainment will greatly enhance their global brand building capabilities for new and existing clients across an array of licensing, marketing and promotional spectrums.   The announcement was made by Rich Collins, CEO, Big Tent Entertainment, and Fred Gaffney, Chairman of Gaffney International.

The formal alliance of Gaffney Licensing International - led by International Licensing Hall of Fame member Fred Gaffney --   and Big Tent teams one of the most established and successful international agencies, who has represented such blue chip brands as Care bears, Crocodile Hunter, Jack Daniels, Pepsi, Playboy , Strawberry Shortcake , Teenage Mutant Ninja Turtles, The Wiggles, WWE and Yu-Gi-Oh! with a fast growing marketing and new media agency that has built an impressive roster of diverse brands including the Alaska Momma art library, Miffy , the Koala Brothers and red-hot teen online community Habbo Hotel . Under the agreement, the Gaffney International Licensing and Big Tent will establish a joint Content Board.   The Content Board, consisting of executives from both companies, will identify and realize synergies across a wide range of functional areas including:

  • New content acquisition
  • Marketing of common content
  • Strategic licensee management
  • Relations with global retailers
  • Global growth strategies

"The world of licensing is going through some fairly significant upheaval, largely due to the globalization of retailers, licensees, and licensors", said   Mr. Gaffney. "For Gaffney International Licensing this meant that it was time for us to seek out a strategic partner that could both compliment and augment our market position and strengths. As we already had a mutually beneficial informal working relationship with Big Tent, we thought it made ultimate sense to formalize the relationship and expand the scope of our collaboration."

Mr. Collins added, "Gaffney International Licensing is one of world's premier agencies with a strong track record of building entertainment brands that spans 30 years. We are truly excited by the prospect of this collaboration as it will allow each company to expand its' core competency, Gaffney in Licensing and Big Tent in marketing, across a larger market.   Retailers, licensors, and licensees will all benefit from the expanded scope of the two companies."

About Gaffney International Licensing

Established in 1977, Gaffney International Licensing has played a major role in the growth of the Australian Licensing industry.   In addition to its' Australian operations, Gaffney International Licensing has a network of partners in the Americas, Europe and Asia.   Gaffney International Licensing has a team of over forty licensing professionals, with expertise in all areas of consumer product licensing.   Head office is located in Melbourne, with support offices in Sydney and Auckland

About Big Tent Entertainment Inc.

Big Tent Entertainment Inc. is a marketing agency specializing in the integrated management of entertainment brands.  Formed in 2002, the company focuses on brand strategy, new media, viral marketing, licensing and merchandising.  Big Tent currently serves as the North American and South American agent for popular entertainment brands like Habbo Hotel (, one of the world's largest and hottest online destinations for teens, children's properties such as The Koala Brothers, a hit pre-school series airing on Disney Channel as part of its Playhouse Disney block; and North American agent for Miffy & Friends , airing on Noggin and one of the world's largest brands for infants and toddlers;  The company also serves as the worldwide management company for renowned art licensing agency, Alaska Momma.

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Jeffrey Klein, Callie Burrows



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