Background Brief

Having had many years experience in providing fast food chains, newspapers, magazines, radio stations, convenience stores, shopping centres and other retailers with repetitive trade concepts, Dynamic Marketing under John Dwyer, decided to secure various entertainment and sporting licenses in the early nineties and develop their own range of products.

The purpose was to manufacture and distribute their own printed, pop culture products and consequently reap the financial rewards for themselves rather than charge a fee and witness a dramatic increase in turnover for someone else’s business.

Linda worked closely with John and pitched to the Australian Rugby League (then known as the ARL, now the NRL) and various other sporting and entertainment licensors with the view to securing the licenses to produce trading cards, stickers, albums, diaries, posters and other printed matter collectibles under the Dynamic brand name.

Strategy / Execution

Our first foray into the trading card / sticker business was via the Warner Bros blockbuster movie “Batman Returns”. Utilising the power of News Limited newspapers at that time,  Dynamic broke world records in terms of sales for the Batman Trading Cards series.  Through mass sampling insertions in Sunday newspapers, we stimulated an enormous reaction from consumers (expressly targeted at children of course) and the cards literally flew off the newsagency shelves. (It would be mind boggling to think what we could do in this digital age with the reach of social media!)

Apart from the highly targeted and intense marketing of the product, we also included numerous “value adds” to the product, which had never been done before.  Previously most cards were from bubble gum companies and contained a couple of cards and a stick of gum in each pack. There was no real incentive to keep collecting, nor any urgency to do so.

The Dynamic Trading cards featured a series of “chase mechanisms” like limited edition gold embossed cards and holographic cards, randomly inserted throughout packs as a kind of lucky dip.  Each pack also contained a Gotham City Dollars currency note which children collected to “buy” or redeemed for a series of collectibles.

Dynamic always pushed the envelope, and in terms of added value and in this case added an even bigger hook. Dynamic created five replica motorised models of the Batmobile as a prize component and which were promoted nationally in the press and on TV.


Dynamic sold over 3.4 million Batman trading cards over a 6 week period.

After the success of the Batman Trading Cards, we built a strong alliance with The Walt Disney Company and produced many card series including Disney Classics, Aladdin, and Disney Adventures amongst others.  A classic Disney character poster with collectable stickers sold over 2.4 million sticker packs in less than 4 weeks.

Other successful licenses included the Jurassic Park movie, Marvel Comics and The Phantom.

On the sporting side, we had licenses for ATP Tennis, The All Blacks and the AFL Players Association, However the jewel in the crown as far as licenses were concerned were the ARL Rugby League Trading Cards. Dynamic took retail sales of the Rugby League Trading Cards from $2 million in 1993 to over $12 million in 1994 – a sixfold increase in just one year (in fact less, in just one season)  and subsequently became the number one ARL  licensee. This was the biggest sales leap in one season for any Rugby League product in the history of the game.

Trading Cards Collage


Another extremely successful children’s product we produced, without a license was a book and collectible sticker series called “Attack of the Dinosaurs”. Again a well research and well targeted product, this series was promoted via newspapers and achieved over 2 million pack sales. This product was also repackaged and rebranded for other retails promotions for companies like Caltex.

Trading Cards Disney

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