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At the Melbourne Royal Show the Atkinsons' family business is selling a record 350,000 showbags, including Cadbury chocolates and the new Squishy Things - a looking says a pathepic story of a family that has carried the showbag tradition for seven decades.
The Melbourne Royal Show this year has once again proven to be the highlight of the summer season for a family that has been a staple of the event for over seven decades.
Bensons Trading Sales Surge
Bensons Trading - operating under the name showbags.com.au - has been selling confectionary and novelty showbags since 1947, and this year the business continues to dominate the stalls with an expected sales of more than 350,000 units. The family's flagship products remain classic favourites such as Cadbury chocolate, Hot Wheels and Barbie, and the new line of "Squishy Things" - soft, cheese and dumpling‑shaped toys - has quickly become a crowd‑pleaser among younger visitors.
The history of the business is rooted in a simple love of sweets and community. Bill and Muriel Atkinson opened their first Nestlé‑branded showbag stall in 1947, and when Bill passed away during a show day in 1967, Muriel took over the operation with the help of her three sons. The brand evolved through the decades, expanding its product line and the number of included items to stay competitive.
Family Leadership Transition
In 1972, then‑teenager Marcus Atkinson joined the family business full‑time, a role he still holds today, focused on order processing and inventory management. The most recent leadership transition saw Marcus retire from the CEO position and hand it over to his daughter Samantha, who has been with the company since 2003, following her decision to leave a career as a domestic flight attendant with Virgin.
"It was a big change for me," Samantha recalled, "but running a family business that's part of my heritage was much more than a career change. " Despite a shift in packaging regulations that has forced the business to phase out plastic bags in favour of cheaper paper alternatives, Bensons Trading remains a top seller at the show, with Cadbury chocolates taking the lead.
Community Impact And Resilience
With 15 different Cadbury showbag varieties on sale - priced between $5 and $20 - the company expects to sell 95,000 units just in the recent Melbourne Royal Show alone. The company's multi‑generation involvement, now entering its 12th year with family member Asher Gilbert, a 12‑year‑old who works behind the counter, is a testament to their resilience and adaptability. Beyond the numbers, the community impact of the showbags business has woven itself into the local cultural fabric.
Asher speaks about the joy of working with his mother and grandfather, describing the experience as not a chore but a source of happiness born from his love of fun and being with family. Samantha emphasizes the importance of staying attuned to product trends and meeting new people - key to keeping the business relevant in a world of rapidly changing consumer preferences.
The family expects to continue thriving, though Samantha admits that the company may evolve into something new in the future. For now, their commitment to quality, community and tradition keeps the Melbourne Royal Show for curious shoppers a sweet and nostalgic experience. In this context, the Melbourne Royal Show stands out as more than just an annual exhibition - it is a communal celebration where the past and present blend.
The Atkinsons, who we see in every corner of the show, from the classic Cadbury stalls lined with chocolate to the vibrant new 'Squishy Things' and the colourful Hot Wheels bundle, embody the spirit of the show: a place where work meets family and the sweet taste of success is shared with everyone that walks through the gates.
Melbourne Royal Show Showbags Family Business Cadbury Atkinson
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