Australian ‘Siwanatorz’ – the passionate fans of Nickelodeon superstar and social media phenomenon JoJo Siwa – smashed attendance records at three live events staged across the country earlier this month, resulting in multi-category upswings for official JoJo Siwa merchandise at retail.
An estimated 35,000 fans queued for hours for live performances and fashion parades held at Sea World on the Gold Coast on 2 July, Eastland in Ringwood VIC on 3 July and at Westfield Parramatta NSW on 7 July. Each of the three live events smashed venue attendance records, with media reporting an unprecedented 15,000 at Eastland alone.
Anticipation of JoJo’s arrival in Australia resulted in a sales spike for her eponymous hair bows in the two weeks prior to the tour, with retailers reporting figures three times higher than the previous two weeks. The first-ever Australian tour also resulted in a 22% uplift in soft line sales and a 65% increase in DVD sales in the two week period after the tour, and both stationery and books sold out at retail partners including Target, Kmart, Big W and Spotlight.
“We knew JoJo had a lot of Australian fans, but we were completely blown away by the sensational response at the live events and at retail,” said Claire O’Connor, Vice President of Consumer Products and Retail Marketing for Asia Pacific for Nickelodeon & Viacom Consumer Products. “JoJo has tremendous appeal to young girls, and we are so happy the tour was such a success and led to outstanding results for our retail partners.”
JoJo Siwa – who boasts more than 7 million followers across Instagram, 16.6 million fans on musical.ly, and 6.8 million subscribers and more than 1.4 billion views on her YouTube channel — also dominated the press during her Australian tour. Starting with an appearance on the red carpet at the TV WEEK Logie Awards and culminating with her final performance at Westfield Parramatta, media coverage of the tour spanned national and local television, print, online, radio and social media.
Haven Global is Australia’s leading independent Licensing Agency representing Nickelodeon for their merchandising & promotion rights in Australia and New Zealand.