Gumnut Babies Fetes 100 Years

Australian children’s brand marks centennial with a live show, stamps, publishing and more.

Australian licensing and marketing agency Merchantwise will fete 100 years of May Gibbs’ first book, Gumnut Babies, with a comprehensive campaign and licensing program.

First, Merchantwise has tapped digital platform Story Box Library to bring Gibbs’ characters to life with Australian actress and radio presenter, Kate Ritchie, presenting a video storytelling of Tales from the Gum Tree, which was inspired by the original Gumnut Babies.

Next, the agency has partnered with the Perth Mint for limited edition 1 oz silver proof coin and book set. Meanwhile, the Australia Post has released a Gumnut Babies stamp pack, as well as a stamp and coin cover to celebrate the book’s anniversary.

Scholastic has also released Tales from the Gum Tree in hardback and paperback.

Finally, the agency has partnered with CDP Theatre Producers to bring May Gibbs’ Snugglepot and Cuddlepie to life on the stage. The new live show will aim to introduce today’s children to Gibbs’ work and will visit 40 venues throughout Australia.

Additionally, a dedicated website for May Gibbs has been launched, as well as dedicated social media channels on Facebook and Instagram.

“2016 marks 100 years of May Gibb’s first literary work Gumnut Babies which became an instant success and paved the way for her to become one of Australia’s best loved classic children’s book authors and illustrators,” says Rosalie May, brand manager, May Gibbs, Merchantwise. “Throughout the year we will continue to work with our partners and with some of Australia’s most favorite brands on exciting 100 year initiatives in the lifestyle, confectionary and apparel categories.”