Licensed to sell the thrill of 2000

By Karyn Scherer


If you believe the publicity produced by one Australian company, the changeover to the new millennium "will touch the lives of every living being on the planet".

Such is the language of marketing. But presumably Melbourne-based businessman Peter Baldwin believes his own hype, because he has invested a not-insignificant sum in the Australasian rights to the logo 01-01-00.

The brand is the brainchild of New York-based architect Ken Walker, known for his work with retailers such as Bloomingdales and Macy's. Walker apparently hit on the idea of trademarking the date while mulling over the millennium bug, and rushed out and registered the logo in 26 countries.

Walker's rationale is that the logo will stand out in a market already crowded with millennium products.

In Australia alone, says Baldwin, 80 trademarks have already been registered featuring the word "millennia" or "millennium" (or variations thereof). Another 240 feature the year "2000".

Plans are underway to produce dozens of licensed products featuring Walker's logo, from the usual t-shirts and caps, to interactive games and "stylish" evening bags.

Some products have been on sale in the United States since August last year and Baldwin claims sales "are exceeding all expectations".

New Zealand retailers such as Farmer's and Smith & Caughey started selling them at the end of last year, but are not yet jumping up and down about their popularity.

Baldwin is not deterred. "You can expect merchandise to take off slowly at this time because the public has yet to become really aware of the millennium and move forward with it," he says.

He is delighted with the publicity he has received so far in Australia, and plans to visit New Zealand next week. Although reluctant to comment on his hopes for sales, he is convinced there isn't a person alive who won't want some memento of the changeover.

"Everyone will own something to do with the millennium, whether they purchase it themselves, or are given it."

As to whether retailers will be stuck with a lot of leftover merchandise on January 2: "We'll have to wait and see. There's a lot of speculation it will run through into large parts of next year. If you think about it, you actually mark the millennium towards the end of this year, but people will be seeing the year 2000 as a very important year."