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Has the popularity of the AFL licence fallen?

IMG_2140Several newsagents have commented to me that revenue from AFL cards is down this year on last year. While decline in AFL licence product revenue this could be a function of the number of outlets with the cards, it could also have to do with other retailers offering them.

I have noticed the AFL collector cards in every petrol outlet I have been in recent months as well as in c-stores. It feels like they are in more locations than in the past.

But maybe AFL products are not as popular as they used to be. Coles appears to be having trouble selling its AFL licenced micro figures and other items in the stand showing in the photo I took a couple of days ago. They now have AFL licenced product at the front of the store, discounted – and not only in this store.

The goal with licenced products is to get in and get out while the licence is hot. Products selling quickly is important for collectors too. That so much stock appears to be left with Coles is not a good look. But the Coles problem could be to to with this specific range.

In ym own case, AFL products have done well – the Hallmark wrist bands and team song buttons and cards. Plus the Korimco AFL range, especially the team mascots. So I suspect overall interest in AFL licenced product is strong and that challenges relate either to the supply money (the collector cards) or the product (the micro figures).

Regardless of the reason, what I see happening in the marketplace will make me more conservative about plans for next year.

Gordon and Gotch will need to allow newsagents to be specific in placing product requirements as the scale out model does not work in this changing marketplace, especially when return costs are so high for this specific product. Gotch could do this easily if they had reasonable technology in place. As things stand today, they don’t – their newsagent facing technology is appalling, damning small business newsagents to a ridiculous waste of time in managing inventory from Gotch.

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Newsagency challenges

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