Introduction

Yo Gabba Gabba, the DHX Media property created by Christian Jacobs and Scott Schultz, premiered on Nick jnr in America in 2007 (Nick Jnr 2015) are an award-winning, live-action television series and live stage show whose unconventional formula has created a triple stacked fan base, making it one of the most popular entertainment properties among pre-schoolers, parents and indie music lovers alike (Big Top 2014).

We have now established ourselves in Australia; our head office is located in Sydney, which places us in an ideal location to develop our brand further. Having decided that going global was our ultimate objective; Yo Gabba Gabba acknowledged we had to understand the general and specific environmental conditions that would present challenges and opportunities for our business. Such impacts were governed by the global economy, logistics involving import and export, inflation, currency fluctuations, language and cultural barriers and differences in technological infrastructure (Schermerhorn et al. 2011). Though some of these key issues were restraining forces most became drivers, which increased Yo Gabba Gabba’s tenacity.   

Yo Gabba Gabba's Products

Yo Gabba Gabba consists of a TV show and live performances starring, DJ Lance Rock and his puppet friends, Muno, Foofa, Brobee, Plex and Toody, who come to life when they hear the magic words “Yo Gabba Gabba”! Through ‘singing, dancing, animations and graphics all based around life lessons' (Northover 2013, p. 1) Yo Gabba Gabba enable their target audience of preschoolers and younger (Bryson 2014) to manage and endure “little” obstacles that they encounter on a daily basis (for example, overcoming the fear of eating vegetables). Though preschoolers are Yo Gabba Gabba’s primary target audience, parents or guardians are the second consumer group in which Yo Gabba Gabba have also amassed.  Older family members hold purchasing power and dictate what their young ones participate in and therefore, they too have been part of our scope. Unexpectedly, older siblings are also of influence, the millennial generation (aged 13- 22 in secondary and tertiary education) love using the Internet, engaging in the regular streaming of YouTube videos (Quester et al. 2014), other social media outlets and phone apps. Due to this, there is a constant measure of influence (endorsement) flowing internally from family member to family member within the different demographics. Facilitating Yo Gabba Gabba further is the fact that consumers no longer have to go to a physical store to purchase products or need to own a computer. A mobile phone now provides opportunities to view Yo Gabba Gabba episodes, performances and also supports the ability for consumers to buy merchandise. Through Yo Gabba Gabba’s different target audiences and these mediums, Yo Gabba Gabba amplifies their global reach through the adage ‘ if you want repeat purchases to occur, build and refresh memories’ (Sharp 2013).  In relation to competitive opposition, again, domestic wise Yo Gabba Gabba is now a major contender against home grown oppositions such as Gold Logie Winner, Play School , operational since 1966 (ABC 2015), High 5 (High 5 2013) and The Wiggles (The Wiggles 2013). Notably, other prominent international competitors Sesame Street (Sesame Steet 2015), Dora the Explorer (Nick Jnr 2015), Disney (Disney 2014) and many others that have similar business models such as ours, may all be long standing entertainment institutions but Yo Gabba Gabba has potential, our vigour proves this.  

Place, Price and Promotion (Live Shows, TV Series & Merchandise via Online Store)

Currently Yo Gabba Gabba intend to do live performances domestically across four major cities with approximate populations of around 20 000 people (Australian Bereau of Statistics 2011) in Australia.  Given Yo Gabba Gabba is originally an American brand, to reiterate, we feel we have done well for our first global store. For instance, we addressed the Australian income bracket with our ticket prices, accommodating for adults, pensioners, students, concessions and even offering family packages ranging between $150 AUD to $10 AUD. This was further highlighted in our online store, where conversion from USD to AUD was ascertained,  GST was demonstrated to be inclusive within Australia but excluded for overseas purchases and finally, where shipping fees were dislplayed. Moreover, Yo Gabba Gabba utilised a bricks and click strategy as part of our merchant business model by having a physical store located at the well patroned Luna Park, including an Australian website to promote our services through integrated marketing communications. The website was created as a means to inform customers on this side of the world that we had “arrived”, to display the products and services we offered, as well as portray their benefits, provide assistance to build relationships and subsequently ensure repeat purchases (Hughes, Chitty & Fripp 2011).  Equally important, Yo Gabba Gabba encouraged through our website via our blogsite, Yo Blogga Blogga, links to other social media, akin to Facebook, Twitter, Pinterest etc. The links to these other social media outlets strengthened more promotional products such as t-shirts, mugs, tradeshows and so forth. Further garnering interest was when Yo Gabba Gabba decided celebrities such as Jack Black and Jessica Mauboy were going to make guest appearances in our upcoming fifth season (which will have some episodes of the TV series produced against an Australian backdrop).

Overall, the website demonstrates Product, Place, Price and Promotion in an International Marketing Arena, and that Yo Gabba Gabba is here to stay!