royaltie$, april 2012
DESCRIPTION
Royaltie$ is a monthly magazine highlighting the hottest trends in the licensing industry.TRANSCRIPT
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Features18 FOOD & BEVERAGE LICENSING: FEEDING CONSUMER DEMANDS
by Jennifer Lynch
20 FOOD & BEVERAGE LICENSING: PRODUCT PRESENTATIONby Jennifer Lynch
22 BRAND LICENSING: THE NEW DEALby Chris Adams
24 BRAND LICENSING: PRODUCT PRESENTATIONby Chris Adams
26 FOR MOVIE STUDIOS, LICENSING ISALLABOUT STRATEGYby Laurie Leahey
28 LICENSING KEEPSVIEWERSTUNED IN TOTV BRANDSby Laurie Leahey
30 DESIGNED FOR SUCCESS: ANARTISTICAPPROACHTO LICENSINGby Jennifer Lynch
32 ART & DESIGN: PRODUCT PRESENTATIONby Jennifer Lynch
Departments4 Observations & Opinions
6 The TICKER
8 Real Deal
10 On the Radar
12 Essence of Style
14 Mavericks in the Market: Shannon Lee of Bruce Lee Enterprises
16 Royaltie$ Marketplace: The Jarden Corporation’s Coleman
34 You’re Hired
35 Calendar of Events
ON THIS PAGE CLOCKWISE FROM THE LEFT: A RENDERING OF A
PEPSI-INSPIRED CHRISTIAN COTA DRESS. PEPSI IS REPRESENTED BY THEJOESTER LORIA GROUP. COLEMAN, OWNED BY JARDEN CORPORATION,
IS REPRESENTED BY BRAND CENTRAL FOR LICENSING. BRUCE LEEENTERPRISES IS REPRESENTED BY SHANNON LEE. THE ACTION FIGURE
SHOWN WAS CREATED BY LICENSEE ROUND 5. CELEBRATING ITS 75THANNIVERSARY THIS YEAR, SPAM IS OWNED AND LICENSED BY HORMEL
FOODS. COCA COLA IS WORKING WITH THE INTERNATIONAL OLYMPIC
COMMITTEE FOR A GLOBAL LICENSING PROGRAM.
ON THE COVER FROM THE LEFT: ARTIST BOB PETTES’ LAST SWIM
OF SUMMER, LICENSOR MHS LICENSING; DENA DESIGNS’ BEDDINGPACKAGE, LICENSEE NOSTALGIA HOME FASHIONS; BILL ABBOTTGREETING CARD, LICENSOR MGL LICENSING, LICENSEE HALLMARK
UK; JESSICA STEELE KITCHEN STATIONERY, LICENSOR JEWEL
BRANDING & LICENSING, LICENSEE C.R. GIBSON
COVER BY JENNIFER LYNCH
APRIL 2012Vol. 7, No. 2
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APRIL 20124
As we prepare to embark on our yearlyexodus to the desert for the Licens-ing International Expo, I can’t help
but wonder what a first-time prospective li-censee must be thinking as they enter the Man-dalay Bay Convention Center. In years past, itwas fairly easy to marry products and hot li-censes and assure all of the partners involved amostly positive outcome. Needless to say, atthat time, the economy was stronger. Now, weare still in the midst of a soft economy. Add acouple of licensing snafus into the mix and sud-denly, licensing isn’t so easy to predict.
While still keen on the idea of licensed prod-ucts providing great dividends, retailers and li-censees have become much more selective abouttheir licensing partnerships. There are two defin-itive roads to travel. The first I’ll call the Enter-tainment Licensing Autobahn. Everything movesvery quickly on this road. While taking into con-sideration marketing budgets, built-in audience,and, now, fan-power, it has to be noted that pick-ing entertainment licensing partners still isn’t aseasy as it once was. TV and movies used to bethe go-to for licensees looking to break in. Whilestill very important and carrying arguably themost upside in licensing these days, its automaticsuccess isn’t guaranteed anymore. Part of the rea-son is that the window on entertainment licensinghas gotten a little smaller due in part to “real-time” media. Therefore having a major categoryto license has become essential. The only prob-lem with that is there are too many players andnot enough positions. The hope is that technol-
ogy-based licensing (such as apps and viralvideos) will become the new frontier to mine li-censing programs. Despite the initial success ofAngry Birds, it’s still too early to tell how wellthis new medium will work for licensing. Will itproduce the results that everyone is looking for?The industry is looking for the next big thing onthe ’Net. It seems to be that creating franchiseproperties is a rarity now.
Or is it?Road two is what I’ll call the Brand Licensing
Scenic Byway. The pace is a lot less frenetic onthis seemingly slower road and patience is a mustsince these programs don’t happen overnight.But if you are in it for the long haul, these are thetypes of programs you should be looking forsince most of these brands have a long trackrecord with consumers. Corporate trademarks,fashion brands, and celebrity names attached toproducts give shoppers the feeling that they arebuying a piece of that company or person, andthat breeds confidence in the purchase. Butsometimes these programs move at a snail’s paceso success may take a while longer.
In this issue we try to help define the effortsbeing made in TV and movie licensing, brand li-censing, and food licensing. Hopefully this willhelp the newbies decide which road they shouldtravel. Look forward to seeing everyone in June.
NAVIGATING THE LICENSING HIGHWAYby Andy Krinner
PUBLISHER ANDY [email protected]
ASSOCIATE PUBLISHER BOB GLASER
ADVERTISING MANAGER DONNA MOORE
CONTROLLER MARY GROGAN
EDITOR IN CHIEF JIM [email protected]
EDITORIAL DIRECTOR NANCY LOMBARDI
CONTRIBUTING EDITOR CHRIS ADAMS
EDITOR AT LARGE CHRISTOPHER [email protected]
EDITOR LAURIE [email protected]
ASSISTANT EDITOR JENNIFER [email protected]
WEB MASTER ERIK [email protected]
WEB CONTENT MANAGER BRENDAN [email protected]
PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH
LITZKY PUBLIC RELATIONS, 320 SINATRA DR., HOBOKEN, N.J. 07030(201) 222–9118 EXT. 13 • [email protected]
INTERESTED IN A SUBSCRIPTION?CONTACT [email protected]
ANB MEDIA, INC.229 WEST 28TH STREET, SUITE 401, NEW YORK, NY 10001
PHONE: (646) 763–8710 • FAX: (646) 763–8727
ROYALTIE$ is published five times per year by aNb Media. Copyright 2012 aNbMedia. All rights reserved. No part of this publication may be reproduced ortransmitted in any form, or by any means, electronic or mechanical, includingphotocopy, recording, or any information storage and retrieval system,without written permission from the publisher. Printed in the U.S.A. ROYALTIE$is a registered trademark of aNb Media. Opinions and comments expressed inthis publication by editors, contributing writers, or solicited or unsoliciteddocuments are not necessarily those of ROYALTIE$ management.
www.aNbMedia.com
APRIL 2012 • VOL. 7, NO. 2
Clarification: In the February issue, weneglected to specify that The Miss Americabrand is co-owned by Hilco ConsumerCapital and Infinity Lifestyle Brands.
WARNER BROS. CONSUMER PRODUCTS
GLOBAL PROPERTIESGLOBAL PARTNERS
BATMAN, GREEN LANTERN, SUPERMAN: TM & © DC Comics. SCOOBY-DOO: TM & © Hanna-Barbera. TOM AND JERRY: TM & © Turner Entertainment Co. THUNDERCATS: ™ WBEI. © WBEI and Ted Wolf. HARRY POTTER, LOONEY TUNES, WBCP LOGO: TM & © Warner Bros.
Entertainment Inc. Harry Potter Publishing Rights © JKR. THE HOBBIT: AN UNEXPECTED JOURNEY: ©NLP ™ Middle-earth Ent. Lic. to New Line. ©2012 Mattel. All Rights Reserved. ©The Bridge Direct, Inc. 2015. All Rights Reserved. ©2012 The LEGO Group. All Rights Reserved.
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CLASSIC MEDIA ACQUIRES NODDY AND OLIVIAClassic Media acquired the rights to preschool properties Noddy (part of the Enid Blyton estate) and Olivia from Chorion. Noddy was
introduced by author Enid Blyton in the book Noddy Goes to Toyland, first published in 1949. It made its TV debut in the UK in 1954,as well as on the London stage. The TV series was adapted for the French market in 1963 as Oui-Oui. The franchise has a programminglibrary of more than 250 episodes, and the latest series, Noddy in Toyland, is currently televised in more than 100 countries.
Olivia originated as an award-winning book series by Ian Falconer that inspired an animated TV series. In 2009, Olivia debuted as a3-D CG-animated TV series on Nick Jr. in the U.S. The series is now seen in more than 120 countries and airs on broadcasters that includeABC (Australia), Five/Milkshake! (UK), Treehouse (Canada), and TF1 (France).
HOLLY HOBBIE BOOKS COME TO ITALYAmerican Greetings Properties (AGP) and international licensing agent Starbright SRL announced last week
that Magazzini Salani will launch for the first time a range of Holly Hobbie books in Italy. Four Holly Hobbiebooks were released last month in time for Italy’s Bologna Book Fair. These new titles will be available online aswell as throughout mass market, book, department, hypermarket, airport gift, and independentstores in Italy, Vatican City, San Marino, and Canton Ticino.
This partnership expands on a current deal with Adriano Salani for notebooks, calendars,agendas, bags, and T-shirts for children, teens, and adults.
PROFESSIONAL BULL RIDERS GETS LICENSING AGENTThe Professional Bull Riders (PBR) signed All-American Licensing and Management Group (AALMG) to act as a licensing agent for the PBR. AALMG
will be responsible for a series of categories, including interactive games, health & beauty, snacks, foods, and non-energy and non-alcoholic beverages. TheAALMG team will leverage emerging technology with traditional licensing practices to conceptualize, develop, and bring products to market.
GIRL SCOUTS GET A STAMPTo commemorate the 100th anniversary of the Girl Scouts, the U.S. Postal Service issued the First-Class Celebrate Scouting Forever Stamp, which
will be available in June as part of the Girl Scouts’ Rock the Mall celebration in Washington, DC. From the “sister” stamp to the 2010 Scouting stamp,each pays tribute to scouting organizations for the opportunities they have provided millions of youths worldwide. The artwork for both stamps was cre-ated by Craig Frazier of Mill Valley, Calif., under the art direction of Derry Noyes of Washington, DC.
BEEHIVE BRANDS SIGNS AUSTRALIAN ARTISTAustralian artist and designer Chris Chun has appointed Beehive Brands, the U.S.-based licensing agency, to help develop his brand’s licensing pro-
gram in North America. Beehive Brands will be working exclusively with Chris Chun to secure upscale licensing programs across a range of high-endhome décor, stationery, greeting cards, apparel, and other popular lifestyle categories.
A RECAP OF INDUSTRY HEADLINES• For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Alerts
Olivia
SID THE SCIENCE KID COMES TO THE BIG SCREENThe Jim Henson Company has signed an agreement with its first partner in
China, Nine Eyes Stone & Shanghai Animation Film Studios, to co-produce Sidthe Science Kid: The Movie, based on the TV series. The feature film is the com-pany’s first animated movie available in 3-D format and standard HD. The filmwill be written by Bradley Zweig, who also serves as an executive producer.Additional executive producers are Lisa Henson and Halle Stanford of The JimHenson Company. For Nine Eyes Stone, Al F. Barry is the executive producer andDavid Miller is producer. The Jim Henson Company is handling all ancillary dis-tribution of the property including licensing, video, and merchandising.
The Jim Henson Company represents worldwide rights to the movie outside ofChina, including all theatrical, television, DVD, and digital platforms and will meet with international buyers for the feature film at the upcomingMIPTV market. As part of the financing agreement, Nine Eyes Stone & Shanghai Animation Film Studios has obtained distribution rights for boththe existing series and new film in the Chinese market.
FAR EAST MOVEMENT CREATES MONSUNO THEME SONGPacific Animation Partners, a joint venture between Jakks Pacific and Dentsu
Entertainment USA, has aligned with Cherrytree/Interscope Records’ Far EastMovement, to create an original theme song for the adventure series, Monsuno. TheMonsuno theme song, produced by Martin Kierzenbaum, chairman of CherrytreeRecords, is a high energy blend of hip-hop, pop, electro, and dance that is a signature ofFar East Movement’s style and sound. This partnership marks the first time the group has createda theme song for an animated television series.
EPALS ACQUIRES CARUS PUBLISHINGCarus Publishing Company (and its Cricket Magazine Group) has been acquired by ePals. In an effort to expand its home subscription base
and provide additional content to its digital platforms, ePals Corporation, a public company, purchased all assets of family-owned global chil-dren’s publisher, Carus Publishing. Cricket, LadyBug, BabyBug, and Click, are the key titles of the 14 publications included in the sale.
Synergy Licensing, licensing agent for Carus Publishing, will focus on expanding the Cricket Magazine Group’s brand portfolio by apply-ing licensing and brand opportunities to appropriate product offerings in the marketplace.
SUPPERTIME TO HELP DEVELOP IMPOSSIMALSSupperTime Entertainment will help develop the UK-based property,
Impossimals. Created by husband-and-wife team Peter and Jayne Smith,Impossimals currently has more than 1.6 million art prints in circulation as well astwo million greetings cards on the market in the UK.
Ireland-based Telegael is the lead producer on a TV series for the property.SupperTime will manage the series’ merchandise and publishing, worldwide.
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Sid the Science Kid
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HIT ENTERTAINMENT AND SIMON & SCHUSTER CHILDREN’S PUBLISHINGHIT Entertainment (now a division of Mattel) and Simon & Schuster Children’s Publishing have agreed to a mas-
ter publishing deal for the preschool property Mike the Knight in North America. The exclusive deal marks the brand’sfirst consumer product licensing agreement for the U.S. and Canada. Simon & Schuster’s imprint Simon Spotlight hasacquired the rights to produce a variety of story, picture, novelty, activity, and coloring books, as well as non-interac-tive e-books, with new titles set to launch in the U.S. and Canada in 2013. The deal further expands HIT Enter-tainment’s work with Simon & Schuster, which signed on early last year as the UK and international publishingpartner for Mike the Knight.
OLD BAY AND CRAB SOURCEOld Bay, a McCormick & Company brand, partnered with Crab Source, LLC, a seafood processor and man-
ufacturer, to offer Old Bay-seasoned frozen crab cakes. The line debuted in March at the 2012 Boston SeafoodShow. Old Bay crab cakes will leverage the brand’s famous bold flavor and personality to offer consumers newways to experience their favorite seasoning. The Old Bay crab cakes will be offered in a variety of sizes andavailable in stores this fall. The deal was brokered by Beanstalk, Old Bay’s licensing agency of record.
THE FRED ROGERS COMPANY AND AMERICAN CLASSICSThe Fred Rogers Company, producer of Mister Rogers’ Neighborhood, has partnered with American Classics
to create a line of licensed T-shirts and apparel. The license was negotiated by Fred Rogers Company’s licens-ing agency, Brand Central.
SABAN AND SHOUT FACTORYShout Factory and Saban Brands announced a multi-year, multi-property alliance to bring Saban’s roster of entertainment
properties to the home entertainment marketplace in the U.S. and Canada. The alliance provides Shout Factory with exclu-sive home entertainment packaged media (DVD/Blu-ray) and select digital rights to Saban Brands’ extensive catalog of prop-erties including more than 700 episodes of Power Rangers (1993–2009); 92 episodes of VR Troopers (1994); 26 episodes ofNinja Turtles: The Next Mutation (1997); and 88 episodes of Beetleborgs (1996) for home entertainment releases and digital dis-tribution across select entertainment platforms in North America. Shout Factory plans an aggressive rollout of Saban Brands tel-evision properties beginning this summer, including from individual programs as well as complete series.
JOESTER LORIA SIGNS OXFORD UNIVERSITYOxford Limited, the licensor for the University of Oxford’s brand licensing program, has appointed The Joester
Loria Group (TJLG) as its agent for North America. The agency will develop the apparel and home furnishings cate-gories for the U.S. and Canadian markets. The University’s world-class libraries and museums will provide a rich sourceof reference and source material for Oxford’s brand licensing program. Central to the brand licensing program is The Uni-versity of Oxford name and coat of arms, as well as Oxford sports club marks. These assets have been captured in extensivestyle guides to provide licensees with turnkey designs and graphics.
MIND CANDY AND SONY MUSICMind Candy, Moshi Monsters’ creator, has partnered with Sony Music to further bolster its newly launched Moshi
Monster Music label in the UK. Under the deal, Sony will handle the UK distribution of the label’s upcoming musicreleases. The pair kicked off with the launch of the debut album Moshi Monsters, Music Rox, now available at retailin the UK. The album features 12 tracks from Moshi characters. The album was written and produced in-house underthe direction of Jason Perry, newly named head of music for Mind Candy.
FISHER-PRICE AND NICKELODEONFisher-Price, a subsidiary of Mattel, and Nickelodeon have signed a multi-year renewal of their global partnership
to develop toys based on Nickelodeon’s preschool programs. As preschool master toy licensee, Fisher-Price will de-velop toys for its preschool TV series, such as Dora the Explorer and Team Umizoomi. Key product categories includinginfant and preschool toys, plush, figures, preschool vehicles, and playsets are covered under the agreement.
MARVISTA ENTERTAINMENT LICENSES RADIO REBELMarVista Entertainment has launched a comprehensive licensing program for Radio Rebel, The Disney Chan-
nel Original Movie based on the novel Shrinking Violet. It is the second production for Disney Channel producedwith first time co-production partner Two 4 The Money Media. Brand Sense Partners, the brand extension agencyfor Radio Rebel, has secured merchandise partnerships, including CPO for bracelets and hair accessories; ScorpioPosters for printed gifts; and KJM, Jerry Leigh, and Ripple Junction for apparel. Merchandise will be available on-line and through independent retailers. Online retailers Café Press and Zazzle are developing a wide range of cus-tomizable products from notebooks, stickers, and magnets to apparel, headwear, and gifts. Online retailers willintegrate marketing efforts with Radio Rebel’s social media and online components. The Ryan Seacrest Foundationwill benefit from a portion of product sales.
VALENTINA AND MOONPIG.COMMGL Licensing signed an exclusive online greetings card licensing deal with Moonpig.com for Valentina. Under the
agreement Moonpig.com is offering Valentina’s personalized greeting cards, canvases, mugs, and T-shirts in the UK.U.S. licensees Andrew McMeel Publishing, C.R. Gibson, and Square One Brands are also actively producing and launch-ing product across categories such as stationery and houseware.
COPCORP LICENSING SIGNS NEW PINK COOKIE DEALSCopCorp Licensing signed two new licensees for the Pink Cookie fashion brand in Mexico. Jocar Products SA de
CV has secured the rights to make and sell Pink Cookie geometric sets, crayons, color pencils, retractable pens, gelpens, markers, 3-D stickers, sharpeners, rulers, erasers, scissors, and plastic pencil cases. Granmark SA de CV will pro-duce Pink Cookie gift bags, gift boxes, wrapping paper, stickers, decorated sheets, notepads, homework notebooks,cell phone charms, and pins.
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NEW PRODUCTS, NEW DEALS, HOT TRENDS
AC/DC Launches Wine CollectionDown UnderAC/DC has teamed up with the
Australian winery Warburn Estate andAustralian retailer Woolworths to cre-ate AC/DC The Wine. AC/DC TheWine selections will include Back inBlack Shiraz, Highway to HellCabernet Sauvignon, Hells BellsSauvignon Blanc, and You Shook MeAll Night Long Moscato. It will be available at retail on August 18 in DanMurphy’s, BWS, and Woolworths Liquor stores throughout Australia.AC/DC The Wine is sourced from the wine regions of Barossa,
Coonawarra, and Marlborough. The wine is packaged in iconic AC/DC art.The deal was brokered by Live Nation Merchandising.
American Idol Signs ClothingDeal for Kohl’sKohl’s; FremantleMedia Enterprises;
19 Entertainment, a division of CKX,Inc.; LF USA, a subsidiary of Li & FungLimited; and Bravado announced plansto launch an exclusive American Idolapparel collection. Bringing togetherfashion, music, and entertainment, thenewly created American Idol fashionbrand—Authentic Icon (AI)—is avail-able exclusively at Kohl’s andKohls.com now through June, to coin-cide with season 11 of American Idol.
Zak Designs Offers Dinnerwarewith Character for College KidsZak Designs, manufacturer of licensed children’s dinnerware, will intro-
duce a new line of dinnerware and drinkware targeted to college students.Zak’s new back-to-college line of mealtime products includes a durable din-ner plate, individual bowl, and 24-ounce tumbler. The line also includes a14-ounce double-wall travel tumbler and 25-ounce Tritan water bottle. Eachitem features Hello Kitty or a well-known character from The Muppets.
Dirty Jobs Enters Cleaning AisleMy Dirty Jobs, the newest entrant in the household cleaning mar-
ket, is launching a broad line of heavy-duty cleaning products formu-lated to handle the dirtiest jobs. The line is inspired by the DiscoveryChannel series Dirty Jobs, part of Discovery Communications. Themydirtyjobs.com website launched in February. The line launched inMarch at Walmart stores across America. Later this year, additionalMy Dirty Jobs cleaning products will be available at major retail loca-tions and specialty stores nationwide, including a bleach-poweredbathroom cleaner, an oxygen-powered foaming cleanser, a carpetspray aerosol, a multi-surface cleaner, a laundry spot-remover, and adegreaser and hand sanitizer.
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‘True Blood’ Creator to LaunchCookbook for Show Fans
Chronicle Books and HBOpartnered for The True BloodCookbook by series creator AlanBall, with Karen Sommer Shallettand Marcelle Bienvenu. It is
expected to launch this fall. The cookbook will feature photos fromthe show’s four seasons, side stories, and authentic southern recipesfor the local fare of the world of Bon Temps.
Co-Branded Line to FuseFashion, Lifestyle, and Music
Authentic Brands Group, CBS Consumer Products, and CBSInteractive Music Group have entered a far-reaching agreementthat will fuse fashion and lifestyle with the social music serviceLast.fm. The SilverStar Casting Company and Last.fm co-brandedprogram will launch later this year and will include apparel, acces-sories, bags, headwear, and more. The worldwide deal also namesAuthentic Brands Group as exclusive worldwide licensing repre-sentative for Last.fm. SilverStar Casting Company, an AuthenticBrands Group property, is deeply rooted in the underground sub-culture and embraced by young music enthusiasts.
Albert Einstein Licensed forFlash Drives, Card Readers
In celebration of Albert Einstein’s 133rd birthday, Mimoco,makers of the Mimobot and Mimicro M lines of designer USBflash drives and card readers, unveiled two new Einstein xMimobot characters: Emcee2 Einstein and Brainstein. The newflash drives kick off Mimoco’s Legends of Mimobot series featur-
ing a stylized take onicons, geniuses, and starsof the human race. TheEinstein collection, avail-able in up to 64GB andpreloaded with bonusMimory and theMimoDesk personaliza-tion suite of Einstein-themed wallpapers, icons,and avatars, was devel-
oped in collaboration with The Hebrew University of Jerusalemand the exclusive licensing agency for Einstein, GreenLight.
New Toasters Offer TastyDomo-Branded Creations
Big Tent Entertainment continuesto expand the Domo universe withthe signing of Pangea Brands. Thefan-based-item company is set tointroduce a new series ofDomo-branded toasters, sand-wich makers, and shrinkydinks/Make it-Bake it items.The line is expected to hitspecialty stores across theU.S. this summer.
Strawberry Shortcake Style in BrazilAmerican Greetings Properties
and licensing agents CPLGand Exim announced anexpanded StrawberryShortcake apparel dealwith Malwee Malhas.Malwee Malhas hasbeen renewed for girls’apparel and will expandinto Strawberry ShortcakeBaby items in Brazil. The girls’ ap-parel line will be available in department stores and mass merchants aswell as grocery, specialty, club, and independent stores throughout theregion. The new Strawberry Shortcake Baby line will include shirts,dresses, jogging sets, pants, skirts, shorts, capri pants, and polo shirts.In addition to a retail presence, these items will also be available onwww.malwee.com.br.
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Pepsi FashionDiet Pepsi partnered with
designer Christian Cota tocreate a capsule collectioninspired by the soda brand’simagery through thedecades. The Diet Pepsi xChristian Cota capsule col-lection will make its retaildebut this fall. The designs inthe capsule collection reflect Cota’s take on the brand’s vintagegraphics, while the collection’s iconic silhouettes capture styles in-spired by the 1960s to modern day. These silhouettes include shiftdresses, off-the-shoulder jersey sweaters, and skinny cuffedpants. Silk fabrics in the collection range from retro plaids to multi-colored prints. The brand collaboration was developed by The JoesterLoria Group, PepsiCo’s exclusive North American licensing agency.
Christian Cota and Pepsi apparel
‘Ink’ing Consumer Products DealsDiscovery Communica-
tions announced the launchof a new consumer productsprogram with its first part-ner, Sherry Manufacturing,based on the TLC series NYInk. The line includes ap-parel featuring designs fromNY Ink star Ami James.Sherry Manufacturing de-buted the first collection ofNY Ink apparel in Februaryat Wooster Street SocialClub, James’ new shop. TheNY Ink products program is expected to include apparel, accessories,gift and novelty items, home décor, and publishing.
Sperry Top-Sider ExpandsSperry Top-Sider signed three new license agreements. The new
deals are with Hartmann for Sperry Top-Sider by Hartmann luggage;Geneva Watch Group for Sperry Top-Sider watches; and L’AmyAmerica, a subsidiary of Group TWC-L’Amy, for Sperry Top-Sidersunglasses and ophthalmic eyewear. These new partners will workclosely with Sperry’s design and marketing teams to create their spe-cific product collections. Each partner will be responsible for themarketing and distribution to retailers across the U.S. and Canada.The new product collections will launch in spring 2013 in the brand’swholly owned Sperry Top-Sider specialty retail stores, sperrytop-sider.com, premium department stores, and additional specialty re-tailers in the U.S. and Canada.
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Before Shannon Lee took overlicensing for her father Bruce Lee,Universal Studios held the exclu-
sive rights and representatives handledmuch of the business on her mother’sbehalf. As an adult she knew about the prop-erty, but because her mother wasn’t veryhands-on, that knowledge was limited. Inlate 2000, Lee decided to get more involvedwith the estate and took a closer look at thelicensing program. Although she didn’thave any experience in business, she recog-nized a need for improvement.
“Seeing . . . how someone else was run-ning [the property], it gave me a sense ofwhat I thought was working well, what wasnot working, and what could be better,” shesays. “I always felt like it could be morethoughtfully operated if someone put the timeand effort in.” She became that someone.
After the long process to reacquire therights from Universal ended in 2008, Lee,left with at most three licensees, establishedBruce Lee Enterprises the same year. “Wehad this idea that we were going to build astable of licensees right away,” she says.Then the recession hit. But she consideredthe lack of licensees a lucky break. “Even ina bad economy we were able to addlicensees because we just didn’t have any,”she says. Signing licensees particularly inthe action figure and collectibles categoryhelped the company overcome initial finan-cial hurdles and licensees such as Round 5and Enterbay continue to be a critical part of
Bruce Lee’s portfolio. Round 5 will expandits Bruce Lee Fanatiks action figures linewith series two set to launch in August.
A lack of licensing experience was notsomething that held Lee back. “I’ve alwaysbeen cognizant of what I don’t know,” shesays. “If I don’t know something, I’m eager tofind people who do know and can advise mein those regards.” And using her father’s lega-cy as her guiding light, she says it’s easy tomake decisions and keep priorities in order.
While her father is most well known formartial arts, action, and dragons, Lee is alsofocused on highlighting the philosophic andholistic qualities that permeated how helived life. “Obviously he representsstrength, action, and speed, but he also, tome, represents inspiration, fearlessness, andall these different things that the generalpublic might not recognize,” she says.“We’re able to put that into their conscienceby putting his quotes on product and engag-ing with the public through social mediaand the video logs on our website.”
The company recently signed a deal withFrench perfume manufacturer ChkoudraParis to create a Bruce Lee fragrance collec-tion for men, which launched in February inthe Middle East. Each of the three scents—Be Water, Anger Blind, and Don’t ThinkFeel—expresses a different quality of BruceLee. Be Water is an elegant scent that playsoff a Bruce Lee quote. “Anger Blind is
stronger, spicier, and sporty and has thosetypes of quotes on the packaging,” Lee says.“Don’t Think Feel is much more mellow andwoody and has philosophical musings on thepackaging. It’s nice to get to represent himwithin one collection in a variety of ways.”
Leeway Media Group—a productioncompany producing Bruce Lee content forTV, film, and the web that Lee also startedin 2008, has helped bolster her effort tokeep her father’s name and legacy top ofmind for consumers.
Now with a solid stable of licensees, Leeis able to focus her attention on more cre-ative business opportunities. Although notfully realized, Lee says creating a Bruce LeeEnterprise headquarters in China andSoutheast Asia to establish a physical pres-ence there is on the agenda. And, throughthe Bruce Lee Foundation, plans wereannounced to build the Bruce Lee ActionMuseum, an educational facility that willlook at Bruce Lee’s legacy of action beyondmartial arts. The museum will be based inSeattle, which was once his home in theU.S. As the museum works to become areality so too will an expanded licensingprogram, and it’s Lee’s connection to herfather that will make it a reality.
“I obviously know a lot about him andhis life,” she says. “I have access to histhings, his writings, which helps.” It’s thesepersonal touches that will help fans ofBruce Lee as well as the next generationdevelop an affinity for his brand.
SHANNON LEEby Jennifer Lynch
Shannon LeeBruce Lee Enterprises
Phone: (310) 451–9990Email:
√ Licensing Show Coverage√ App Trend Feature√ Video Games Feature √ E3 Coverage
* Distribution: Licensing Show
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From its roots as a lighting company, The Coleman Company, Inc., has grown into a leadingbrand and manufacturer of camping gear and outdoor equipment. W.C. Coleman foundedColeman in 1901. At the time, he was working as a typewriter salesman in Brockton, Ala.,
when he came across a new type of lamplight on display in a drugstore window. Struggling withpoor eyesight himself, this particular light caught his eye. Fueled by gasoline, it burned brighter andstronger than typical lights of the time, which burned kerosene and often produced a smoky flicker-ing, yellow flame. In the light, not only was Coleman able to clearly see the smallest print in books,but he also gained a different kind of vision. This vision led to the creation of a lighting company thatbrought the new lighting technology to farms, homes, and ranches across the country. The Colemanlantern lengthened the time farmers and ranchers couldwork, and thus changed the workday for rural America.The Coleman lantern, and later pocket stove, alsoproved invaluable products to the U.S. military duringboth World Wars. By the 1950s, the brand expanded to include camp-
ing equipment and reinvented the cooler. And by the1960s, it moved beyond core camping products for out-door recreation, adding additional outdoor brands to itsportfolio, including Sevylor (floats and towables),Stearns (life vests), Hodgman (waders), Mad Dog Gear(ATV accessories), and Helium (sports vests). It has alsoput together a comprehensive licensing program withthe help of its licensing agency Brand Central. Now operating as a subsidiary of the Jarden Corpo-
ration, the brand can be found across multiple categoriesincluding footwear, pharmaceuticals, electric pumps, airconditioners, watch and fashion accessories, and trail-ers. Most recently Brand Central signed Bull Outdoor Products to produce a Coleman-licensed lineof free-standing barbecue grills and built-in barbecue grills for outdoor use. The anticipated releasedate for these items is 2013.
THE JARDEN CORPORATION’S
Fast Facts
• World War II journalist ErniePyle devoted 15 news articles tothe Coleman pocket stove andconsidered it one of the twomost important pieces of non-combat equipment in the wareffort, the other being the Jeep.
• Coleman created three iPhoneapps including the ColemanCampfire Tales featuring collections of scary campfirestories for kids, teens, and adults.
• In 1957, Coleman introducedthe first non-metal cooler usingheat sheet plastic for insulation.
• Consumers place Coleman-branded products into three categories: core camping, transitional use beyond camp-ing, and non-camping.
by Jennifer Lynch
Wisconsin Pharmacal Company offers a moderntwist on the original Coleman lantern featuringa citronella candle inside to repel mosquitoes.
The candle burns for up to 40 hours.
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EASTMANEastman has been the Coleman footwear li-
censee for more than 10 years, offering a line thatranges from athletic and casual to hiking shoes.
WISCONSIN PHARMACALCOMPANY, LLC
Wisconsin Pharmacal Company, LLC re-leased a line of Coleman-branded repellents and firstaid products. Products in-clude deet-free to 40 per-cent deet repellent, yardfogger, and first aid kits.
FRANKLIN ELECTRIC CO. Franklin Electric Co., Inc., offers an ex-
tensive line of Coleman-licensed sumppumps. Products can be found exclusively atMenard’s retail locations.
JOHNSON CONTROLSJohnson Controls, Inc., offers a comprehen-
sive line of Coleman-licensed HVAC units forconsumer and industrial needs.
DUTCHMEN MANUFACTURINGDutchmen Manufacturing offers an extensive
line of Coleman travel trailers and fifth wheeltrailers. Options include the Coleman SuperSaver Travel Trailers, Coleman Large SlideTravel Trailers, Coleman Ultra-Lite Travel Trail-ers, and Coleman Mid-Profile Fifth Wheels.
GOLDEN STATE IMPORTSINTERNATIONAL
Golden State Imports International’s lineof Coleman-branded watches ranges frombasic to fashion-forward pieces for activewear indoors and outdoors.
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Like the selection in a grocery aisle, food and beverage licensing can be diverse andcomplex. The category has sub-segments that usually focus on flavor profiles, col-ors, and/or the brand’s history. Licensors must walk a fine line of staying true to
the flavor profile and richness of a brand—which are engrained in consumers’ minds—while navigating trends to keep the brand fresh.
Brands must take note of how society’s tastes evolve and one evolution as of late hasbeen “better-for-you” options. Consumer awareness is growing with regard to ingredi-ents and preservatives as well as food allergies. Brands across all price points areaddressing these consumer concerns. “For a brand like Moe’s [Southwest Grill], wehave a specific food mission that’s focused on ethical sourcing of proteins like chickenand beef, organic tofu, and other really healthy menu options,” says Cara Becker, vice-president, consumer products licensing, Focus Brands. “Our job in licensing is to try totranslate that into product that makes sense in the marketplace. By working with newsuppliers or looking at different packaging options, we can deliver healthier options.”For Moe’s-licensed guacamole, Focus Brands tapped Good Foods Group, which spe-cializes in high-pressure pasteurization (HPP) packaging that seals the container in away that extends the product’s shelf life without having to add preservatives.
Healthy options are great for any consumer, but for some, it’s not simply an optionbut a medical necessity. This is due to the rise of food-related allergies.
“Consumers are taking a closer look at ingredient panels in determining purchaseintent,” says Ross Misher, president of Brand Central. Another sector that Misher antic-ipates will soon open up to licensing in response to the rise of product aimed at con-sumers with food allergies is gluten-free, dairy-free, and nut-free products. According tothe Food Allergy & Anaphylaxis Network, more than 15 million Americans have foodallergies with the highest prevalence among young children. Although no licensorsinterviewed have tapped into this yet, “there is an opportunity for licensing to appeal tokids with allergies,” Misher says—and to parents who are making the purchase.
When you’re given a choice as a parent, you want the healthier option, says AllisonKopcha, executive vice-president, North America, The Licensing Company (TLC). Butfor consumers without allergies, living solely off organic and locally sourced foods isoften unrealistic. “For many families, it’s just not an option for economic as well aspractical reasons,” she says. But offering items that may be lower in fat or sugars ispractical. TLC’s client Welch’s teamed up with Nature’s Touch to develop a line offrozen fruits, which launched across all retail channels this year. “Frozen is just as greatas fresh and in some cases better because it really packs in the nutrients,” Kopcha says.“And it gives families the opportunity to provide, whether it’s used as a dessert toppingor for making smoothies, a ‘better-for-you’ treat.”
Food & Beverage Licensing: Feeding Consumer DemandsBY JENNIFER LYNCH
Evriholder Products launched its first Nesquik-licensed products: the Nestle Nesquik Puzz-L-Mug
(pictured) and the Nestle Nesquik Sip’REyes drinking straw glasses. The deal was brokered
by Beanstalk for Nesquik.
Focus Brands signed Good Foods Group to create aline of Moe’s Guacamole.
Golden Country Farms offers a licensed line ofIHOP At Home frozen breakfast items. The ValenGroup is the exclusive licensing agency for IHOP.
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Restaurants Hit the Fridge
Restaurant brands are finding new ways toengage consumers as the shift away from eatingout and toward eating at home continues. Thefrozen foods aisle, in particular, has allowedrestaurant brands to translate their popular menuoptions into everyday meals. “For consumers,the decision to dine out is driven by a number offactors including the experience and conven-ience,” says Nancy Bailey, vice-chairman ofBeanstalk. “The products at grocery, however,are an alternative that allows consumers to cap-ture part of that experience from home. Whenconsumers decide to dine in, their appetite forfamiliar, trusted restaurant menu items remainsstrong.” Bringing restaurant brands to con-sumers at home can also introduce the brand intonew markets ahead of geographic expansion orintroduce them to new cultural cuisine.Beanstalk will leverage the bold Mexican fla-vors of Rosa Mexicano restaurants to provideconsumers with new ways to experience therestaurant’s authentic Mexican food at home.
The Valen Group also capitalized on the eat-at-home trend by launching IHOP for frozenbreakfast last year and plans to expand the linein the coming months. “Convenience remainsthe leading trend when it comes to purchasing atthe grocery store,” says Janna Markle, vice-pres-ident, strategic brand licensing, The ValenGroup. “While the perimeter of the store salescontinue to grow with fresh solutions in deli,bakery, and seafood, convenient meal solutionsare very important to households.”
A History of Lifestyle
For some food and beverage brands, theirlong histories in the marketplace have allowed
them to move beyond their flavor profiles and tieinto lifestyle as well. When leveraging the brandoutside of its original category, such as bever-age, it is best to focus on products that enrich thebeverage experience and categories that comple-ment those occasions, says Kate Dwyer, groupdirector of worldwide licensing for The Coca-Cola Company.
For Coca-Cola, which does not actively par-ticipate in food licensing, that means relying onits decades of art and designs featured across itsiconic advertising and packaging. “As a result,we have rich, deep archives with more than30,000 images cleared for use,” she says. “Whilesome images transcend category segmentation,we typically map designs by product type andretail tier and selectively distribute to our licens-
ee base. This has ensured relevance across mul-tiple categories.” Apparel is now the company’slargest merchandise category, accounting formore than 50 percent of its total product.
PepsiCo, with the help of its exclusive NorthAmerican licensing agency The Joester LoriaGroup, established beverage brand Diet Pepsi’spresence at New York Fashion Week in Februarywith the launch of a capsule collection in partner-ship with emerging designer Christian Cota. Thecollection was inspired by the decades of iconicdesigns that Pepsi has used in its marketing andadvertising. The line will debut at retail this fall.
Design is not the only way to tap into a foodor beverage brand’s history. For some, a long-standing consumer base can aid licensingefforts. SPAM, celebrating its 75th anniversarythis year, has benefited from its history rooted inHawaiian culture and the affinity those withinthe surfing community have for the brand. “It’sopened the door for us to become partial spon-sors of the Waikiki SPAM Jam Festival heldeach year in Hawaii, where a variety of SPAMmerchandise is sold,” says Nicole Behne, prod-uct manager of SPAM at Hormel Foods. It hasalso created licensing opportunities for the brandfor surf products such as a recent deal with surfbrand Sanuk to create a SPAM-branded line ofSidewalk Surfer shoes and sandals.
But no matter what category a brand enters,the best way to ensure it resonates with con-sumers is by sticking to its core elements. Forbrands focused specifically on their flavor pro-file, taste will always be king; restaurantbrands will find success in recreating the din-ing-out experience at home; and a strong his-tory can always help bring a brand outside thegrocery aisles.
above: The Diet Pepsi collection by Christian Cotabelow: SPAM-branded Sidewalk Surfer sandals from
Sanuk
FOOD AND BEVERAGE LICENSING
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BY JENNIFER LYNCH
BEANSTALKRasta Imposta will introduce the first licensed banana costume to the Halloween industry featuring the
Chiquita brand. Chiquita Banana costumes will come in all sizes, including baby bunting, toddler, adult, plus size,and pet. Chiquita and Rasta Imposta will also offer distribution in the UK. The deal was brokered by Beanstalk,Chiquita’s licensing agency.
The elements tied to food and beverage brands, such as flavor profiles and history,have opened up licensing opportunities across an array of product categories. Below isa sampling of the latest licensed product.
FIREFLY BRAND MANAGEMENTFirefly Brand Management is expanding the SPAM brand for Hormel Foods, inking consumer products deals
worldwide. Surf Shoe brand Sanuk will produce SPAM-branded Sidewalk Surfer shoes (pictured). Other newlicensees include Headline Entertainment (T-shirts), Rizzoli USA (calendars), Aquarius (stationery and nov-elty), and Rasta Imposta (costumes).
THE JOESTER LORIA GROUPDura-Kleen adds a new Minis collection to its line of Entenmann’s Bakeware, which currently
includes Classic and Ultimate bakeware products. The Minis collection will be designed especially forkids. The deal was brokered by Entenmann’s licensing agent The Joester Loria Group. The line is setto launch this fall. Pictured is Entenmann’s Classic loaf pan and cookie sheet.
THE COCA-COLA COMPANYThe Coca-Cola Company partnered with the International Olympic Committee to release a capsule collection of Coca-Cola
and Olympics dual-branded merchandise in select countries around the world. Coca-Cola has been involved with the OlympicGames since 1928.
UNILEVERIn its first cross-brand product partnership, Hellmann’s, a Unilever brand, announced the launch of a limited edition flavor:
Hellmann’s Spicy Buffalo with Frank’s RedHot. The flavor combines the creaminess of Hellmann’s mayonnaise mixed withFrank’s authentic Buffalo flavor.
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DYLAN’S CANDY BARDylan’s Candy Bar is expanding its co-branded collection of candy-inspired arts & crafts with Alex with five new
craft kits for 2012. Kits include My Chocolate Shop, My Sweet Scrapbook, Arm Candy, Bling A Candy Jewelry Box,and Color 4 Sweet Headbands (pictured left).
MARS RETAIL GROUPCandyrific has paired Mars Retail Group’s M&M characters with Lucasfilms Star Wars characters
to offer a line of novelty candy/toy items such as M&M’s Star Wars fans, nine-inch and 12-inch dis-pensers, light-up sabers, and coin banks. The latest licensed item, which launched this month, is theM&M’s Star Wars Character Flashlight with Clip.
THE LICENSING COMPANYLittle Kids is expanding its line of Jelly Belly-licensed bubbles for 2012 with new items, such as the Jelly Belly
No-Spill Mini Bubble Bucket and the Jelly Belly No-Spill Bubble Whistle. Both items are available in three Jelly Bellyscents: Very Cherry, Green Apple, and Grape Jelly. Two ounces of Jelly Belly-scented bubble solution is included. The
Licensing Company represents Jelly Belly for licensing.
MRS. FIELDS FAMOUS BRANDSTCBY: The Country’s Best Yogurt has partnered with Spring Creek Holdings for a new line of pre-
packaged frozen yogurt, TCBYGrocery. The line will be sold at approximately 10,000 stores nationwideincluding national retailers such as Walmart and Super Target stores, and regional retailers such as A&P,Stop & Shop, Food Lion, and Giant. TCBY is owned by Mrs. Fields Famous Brands.
THE VALEN GROUPBiltmore Estate expanded its gourmet food line this year with a new line of premium, cold smoked salmon and hake
under a new agreement with Seven Seas International USA. The smoked salmon comes in four-ounce packages in threevarieties: Scottish Smoked Salmon, Gravlax with Dill Sauce, and Wild Sockeye Smoked Salmon. A six-ounceNorwegian Fillet Royale Smoked Salmon is also available. The deal was brokered by Biltmore Estate’s licensingagency The Valen Group.
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In order to be successful in today’s marketplace, a brand must have awell-defined image. In most cases, the best brands have a long trackrecord of success in the market. The big brands that succeed in this
space carry with them a sense of the past, of longevity, and of tradition.However, in today’s brand and brand-licensing landscape, there really isn’ta lot of room for the traditional way business has been conducted.
Licensing deals are being drawn up differently, brands are branchinginto new channels of distribution (and worldwide regions), and licensingagencies today have to offer more than just licensing-related services inorder to compete. Stiff retail competition and an uncertain economy havemade innovation crucial for a brand’s success every step of the way.
“There are still plenty of RFPs floating out there for the standardlicense deal,” says Carla Dearing, managing director and CEO of IMC.“More and more, we are not participating in them. They are based on thehistorical business model of low- to no-fee deals where you throw thespaghetti against the wall and see what sticks.”
The reason that brand owners and licensing agencies have had to adjusttheir strategies is because the old way of doing business just isn’t suited totoday’s competitive marketplace. With limited available shelf space, retail-ers are looking for something innovative to fill the gaps in their offerings.
“The traditional partner that does things the way they’ve always beendone—as an agency or manufacturer—just doesn’t cut through any-more,” says Allison Kopcha, executive vice-president, North America,The Licensing Company (TLC). “Everything we have to do at everypoint of the cycle—how we’re structuring deals to the type of productswe’re developing to the type of marketing support we’re offering ourclients—has to be innovative and add value.”
While searching out innovation and focusing on a fine-tuned strate-gy certainly require more resources on the part of licensing agencies,this work opens up more possible opportunities for the agencies as wellas their clients. By forgoing the standard low-fee, high-royalty licensingdeals of yesterday, agencies that operate on a more consulting fee-basedmodel are open for additional opportunities for strategic brand workbeyond the licensing realm.
“Licensing is a type of partnership, but there are other types of partner-ships, too,” says IMC’s Dearing. “By having the capability to expand thedefinition of partnerships, and look much more broadly at what those part-nerships could be, allows for much bigger opportunities for our clients.”
EXPANDING DISTRIBUTIONBeyond focusing on innovative partnerships that expand brands
beyond licensing, licensors are also innovating in terms of sales chan-nel and distribution territory. This is nothing terribly new, but intoday’s competitive environment, these deals have to be even smarterand more strategic.
“As the retail landscape changes, brands will need to stake theirclaim for shelf space at non-traditional retail outlets,” says AllisonAmes, president, North America, Beanstalk. “Consumers will begin tosee their favorite brands at unexpected retailers such as grocery stores,family discount, and value outlets; specialty stores; direct-response net-works such as QVC and HSN; and, of course, online.”
Beyond channels of distribution, the brand licensing industry continuesto see success through international expansion. There is more room for both
BRAND LICENSING: THE NEW DEALBY CHRIS ADAMS
TLC says it has distribution in almost every channel for its Anheuser-Busch InBevprogram, which is driven by apparel from licensees such as C-Life,
which manufactured the above Budweiser T-shirt.
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traditional and non-traditional licensing deals inless-exploited territories, such as Latin America,South America, China, India, and Asia Pacific.
“When I first started in licensing, I workedin international and I couldn’t do a deal inLatin America to save my life,” says TLC’sKopcha. “Now that is a very big priority forour business and our licensors.”
WHAT BRANDS MEANThe changes to the brand licensing business
over the past few years have captured an indus-try that is increasing the level of investment—in dollars and manpow-er—necessary to com-pete. As more legworkis conducted beforeinking a deal, theindustry has becomemore refined. Properlymanaging a brand callsfor a seamless integra-tion of core product,marketing message,and licensed product.
“Corporate brandlicensing has evolvedinto true extensions of the core business,” saysRoss Misher, CEO, Brand Central. “Consumersare often not aware these are extensions as theyare so aligned with the brand.”
Of course, this seamless integration of brandand licensing program carries with it some risks.Without separation between these two areas,licensees are required to deliver homerun prod-ucts or else risk sullying a brand.
“By choosing the wrong partner, brands can
lose some control over their equity by trustinganother company to deliver the same productquality and performance as the core brand,”says Brand Central’s Misher. “When brandsbuild strategic licensing programs that are vali-dated with consumer research and managedcorrectly, they can achieve enhanced brandvalue while generating significant revenue.”
CHALLENGE ANDOPPORTUNITY
So what exactly do brands mean in the mar-ketplace of 2012? How will signs of an
improving economyaffect the branded mar-ketplace? Even in aweak or uncertaineconomy, brands playat least as important ofa role as price does.
“One of the biggestmyths in economictheory is ‘the rationalconsumer’,” says RobFrankel, brandingexpert and author ofThe Revenge of Brand
X: How to Build A Big Time Brand on the Webor Anywhere Else. “If that were the case,every purchase would likely go to the lowestbidder. For instance, people say they buy carsfor transportation, but if that were the caseeveryone would drive Hyundais, and Porschewould go broke.”
Frankel says that right now is an ideal timeto invest in a true brand strategy. “As theeconomy recovers, purchasing power will
grow and the brands that are soundest willoutperform the others,” he says. “However,for that to happen, those brands will have toengage a true brand strategy in which theirprospects perceive them as the only solutionto their problem.”
Signs of a stabilizing, or even improving,economy have begun to have an influence onconsumers’ mindset. If positive news contin-ues to make its way onto the financial pages,opportunities for strong brands will grow.
“While global economies are still strug-gling, the overall impression is that there is asteady increase in both confidence and con-sumer buying,” says Matthew Young, head ofElectrolux global brand licensing. “Thatmeans corporate brands benefit by being trust-ed and yet prestigious, so that consumers canbegin ‘stepping up’ again.”
PARTNERSHIPIn this day and age, strategic partnerships are
the cornerstone of today’s brand managementand brand licensing business. Brand ownersexpect their licensing agency of record to offerservices beyond the licensing realm.
And through partnership, brand owners canoffer the types of innovations—in terms ofproduct and marketing—that are necessary tocompete. The idea of feeding innovationthrough a partnership at a far lower cost than ittakes to develop that innovation in-house ismuch more necessary than it was even adecade ago. What it requires to position abrand for success—for both its core andlicensed products—is a sharp, strategicapproach every single step of the way.
Beanstalk announced a licensing agreement withBower to produce a line of Energizer-branded
camera accessories.
BRAND LICENSING
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BY CHRIS ADAMS
In today’s marketplace, attaching a powerful brand gives a licensed product a lot of weight, but without the correct execution even the most powerful brands will fall flat. Brand licensing is a business that is increasing the level of investment necessary to compete. Properly managing abrand calls for a seamless integration of core product, marketing message, and licensed product. Below is just a sampling of the branded productsset to hit retail shelves this year.
BEANSTALKBeanstalk announced an
agreement between Energizerand Bower, which will manufac-ture products including digitalcamera batteries; camera batterychargers; DSLR flashes, batterygrips, and remotes; memory card readers; LED lights;flash accessories; and travel plug adapters.
BRAND CENTRALBrand Central brokered a deal between its client Coleman and Bull
Outdoor Products that will allow Bull Outdoor to manufactureColeman-branded outdoor living and tailgating products. Brand Centralsays the deal aligns Coleman brand deliverables with these adjacent cat-egories. For an in-depth lookat Coleman’s licensing pro-gram see page 16.
GLOBAL ICONSGlobal Icons announced that its client
BMW has partnered with BALL WatchCompany to launch a line of BMW-branded watches. Global Icons says thatBALL and BMW share the same valuesin precision engineering, spirit of inno-vation, and consistent attention to techni-cal and aesthetic excellence.
THE LICENSINGCOMPANY
TLC brokered a deal for its Anheuser-BuschInBev program between barbecue sauce licenseeVita Foods, Tyson Foods, the Milk AdvisoryBoard, and Fleischmann’s to cross-promoterecipes as well as the Budweiser brand.
IMC IMC signed Primary One
Brands as a licensee for theBorghese brand. Primary Onewill develop a Borghese-brand-ed line of hair care products forboth men and women.
SABAN BRANDSSaban Brands announced its partnership
with MZ Berger, for the production of PaulFrank timepieces. The collaboration offersclassic Paul Frank designs with a contem-porary aesthetic.
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Well before a movie hits theaters, movie studios are signing licensees anddeveloping licensed product. However, creating licensing programs fora film before its release can be a challenge. The studios can oftentimes
only guess at how well the movie will do at the box office, and retailers are wary ofpurchasing licensed product without knowing if people will actually buy it. “If youlook at what happened fourth quarter of last year, a lot of the big family films didn’tfare as well as the studios had expected,” says Greg Economos, senior vice-president,global consumer products, Sony Pictures Consumer Products. “It’s tough to gaugewhat you feel the customer is going to want to go see or buy.”It’s up to the studios to make sure they are choosing the right movies for licens-
ing programs and choosing the appropriate product categories. After all, it’s notjust retailers who want to see the licensed product sell. The multi-billion dollarfilm licensing business benefits the movie studios, too. “It’s important financial-ly, and it’s also important from a consumer brand equity standpoint,” says KerryPhelan, head of global licensing and consumer products, DreamWorks. “It allowsus to extend the consumer experience beyond the movie theater and really buildequity in our characters and our stories, enabling them to become long-term fran-chises. You have another way to engage with consumers and allow them to take apiece of the movie home with them.”
Early StagesIn order to develop good products and get them on store shelves on time, most stu-
dios begin developing a licensing program about two years before the movie’s releasedate. “Even before it’s greenlit, we’ll get a copy of the script and kind of a pitch fromthe production entity . . . and we really try and assess whether or not it makes sensefor us to even do a program,” says Sony’s Economos. He says Sony releases between20–25 films a year but only chooses two or three for licensing. And not all three filmswill have broad licensing programs, a result of licensing within the movie industrybecoming more targeted. In 2013, Sony is developing big programs for Smurfs 2 andthe Will Smith movie After Earth. Cloudy with a Chance of Meatballs 2: Revenge ofthe Leftovers will have a more targeted program in softlines and games.Amy Taylor, executive vice-president, partnerships and licensing at Universal
Pictures, says that Universal develops broad licensing programs for one to two filmsa year with licensing for the rest of the film slate focused on a specific target market.Taylor says there are two factors a film must have for a broad program: it must con-nect with consumers across multiple age ranges and it must lend itself to key licens-ing categories, such as toys, apparel, and back to school. For more targeted films, “it’sfinding the right nugget in the content of the film and going after it in a very specific
For Movie Studios, Licensing Is All About StrategyBY LAURIE LEAHEY
Upcoming 2013Movie Releases
• The Croods (DreamWorks) – March 22, 2013• Iron Man 3 (Marvel/Disney) – May 3, 2013• The Fast & The Furious 6 (Universal) –May 24, 2013• After Earth (Sony) – June 7, 2013• Monsters University (Disney/Pixar) –June 21, 2013• Despicable Me 2 (Universal) – July 3, 2013
• Turbo (DreamWorks) – July 19, 2013• The Smurfs 2 (Sony) – August 2, 2013• Thor 2 (Marvel/Disney) –November 15, 2013• Cloudy with a Chance of Meatballs 2: Revenge of the Leftovers (Sony) –TBD 2013
film image from Turbo
way,” she says. For this summer’s Snow White andthe Huntsman, Universal chose to focus on thefilm’s costumes and translate them into what isfashionable today. There are three anchor retailprograms for the film, but they couldn’t beannounced at press time.DreamWorks looks at two things when assess-
ing licensing strategies: does the movie havestrong characters and stories that create a strongemotional bond with consumers and to whom does the film appeal?“Consumers have to have a real affinity for these characters in order to wantto wear them on a T-shirt or carry them on a backpack,” DreamWorks’ Phelansays. She says that next year’s summer film Turbo, which is the story of a snailthat wants to win the Indianapolis 500, has racing and vehicle play built intoits DNA, lending itself to a broad, collectible, and engaging program. Mattelhas already signed on for toys.
Journey to RetailThe Marvel brand name and the recognition of its classic superheroes
would appear to give the company an advantage when it comes to getting retailspace. Perhaps that would be the case in a normal economy, but Paul Gitter,senior vice-president, Marvel Licensing for Disney Consumer Products(DCP), says that whether it’s a gangbuster property or something new, retailbuyers are being conservative. “The assortments behind some of the most suc-cessful films over the past couple years have been very narrow,” he says.“[Retailers are] buying a lot closer to the release dates, and they’re not sup-porting the films as long after the films as they used to.” The only solution,according to Gitter, is to “demonstrate that you do have a strategy in place thattakes that film well beyond the 12–16-month theatrical window. It’s not goodenough to go to the buyer and say, ‘Hey, we’ve got The Avengers coming out.’Now it’s got to be, ‘We have The Avengers coming out, and between thisAvengers and the next Avengers, it will be surrounded by strong digital andsocial media. There will be interactive games that come out in the marketplace.There will be animation.’ So that really acts as the catalyst to excite the retailbuyer, and thus the consumer, into continuing to support the property.” Universal’s Taylor agrees that strategy is important when it comes to con-
vincing retailers to sign off on licensed product without knowing how an audi-ence will respond to the movie. “Retailers are in a great position in that there
are lots of things for them to choose from,” shesays. “They are also in a position where they wantto make sure the product they put on shelves sells,which is our main objective as well.” Last year,Universal partnered with Walmart to have themovie Hop sponsor the store’s Easter/seasonaldepartment. A portion of the product sold in thatdepartment was Hop-licensed, but the other por-tion was other seasonal merchandise. “The
approach we have is to sit down and talk to them strategically and make surethat each retailer has a program that feels unique to them and that will helpthem drive their merchandise sales,” Taylor says.
The Right ProductAnother way to appeal to both retailers and consumers is to keep up with
market trends, such as the convergence of digital technology and traditionalplay patterns. Last year DCP introduced its AppMATes line of toys featuringcharacters from Cars 2. The physical toys come to life in the digital worldwhen used with an iPad. “Consumers are very much adapting to new technol-ogy,” says Jonathan Symington, vice-president and general manager, live-action studio licensing, DCP. “Children want to experience different things ondifferent platforms whenever they want. We feel that it’s important as anindustry leader to be participating in these different technologies.”Marvel’s Gitter says his company is “starting to see a lot of the tablet-
type play patterns stem into some of the traditional product categories thatyou would see targeted at our customers.” As a result, new electronic toysfor this year’s The Avengers and The Amazing Spider-Man along with nextyear’s Iron Man 3 and Thor 2 will feature tablet-esque technology andmore interactivity between the toy and the consumer. Whether or not a licensed product utilizes technology, it still has to
make sense for the movie and appeal to the movie’s fans. With so manyentertainment and film properties proliferating in the marketplace, fightingfor retailers’ and consumers’ attention is a challenge. In order for moviestudios to reap the financial benefits of licensing, they need to have a solidstrategy in place to get retail buyers to sign off. And then the licensed prod-uct that retailers put on their shelves has to deliver for consumers, takingthem beyond the 90-minute movie theater experience and allowing themto take home a piece of the movie they love.
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Universal is taking inspiration from Snow Whiteand the Huntsman’s costumes for a fashion-focusedlicensing program. The movie stars Charlize Theron.
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With so many TV shows and TV channels, notto mention different platforms for watch-ing shows, keeping a network or show
top-of-mind with consumers is important. It’s alsobecoming more difficult. To deal with this audiencefragmentation and keep consumers tuned in, TV net-works turn to licensing. “From a marketing standpoint,when you can get product into retail, the brand is onthose products in every major retailer across the coun-try, so for a consumer to see that . . . it has tremendousvalue even when the show isn’t on the air,” says JenniferTurner, vice-president of licensing and strategic partner-ships, Bravo Media. “Creating experiences that livebeyond the TV screen . . . does help to create more con-sumer connections to the brand.”
But finding a show that’s the right fit for a licens-ing program can be difficult. As Turner says, fornewer shows and franchises, it takes awhile to figureout what brand extensions make sense and what mar-keting strategy is best. In October, Bravo and licens-ee ConAgra Foods released Top Chef co-brandedHealthy Choice frozen entrees. The products were integrated into season 9of Top Chef, and ConAgra was one of the show’s sponsors. The networkalso held a competitive web series. The winner, Ryan Scott, became thespokesperson for the Top Chef Healthy Choice line. “It’s not just a sepa-rate licensing deal,” Turner says. “We coordinate all the other parts of thenetwork—programming, ad sales, digital, marketing—to create a market-ing platform that can organically launch and support a product.”
MTV also held off on launching consumer products programs for two ofits shows, Awkward and Teen Wolf, until the network could be sure that theshows were resonating with fans and that licensees could produce productsthat felt authentic to the shows. “You need to see if it’s going to check on-airand online before you’re going to launch any kind of big program, unless youhave a series that is inherently built on something pre-existing that [has] aproven track record,” says Lisa Silfen, senior vice-president, program enter-prises, MTV. “People want to know that you have some success behind youand you have traction with the consumer. It’s very hard to launch a new mer-chandise franchise on an unknown property.”
For Awkward, MTV and licensee Delia’s testedan apparel program last fall. The success of thatprogram and Awkward’s season two renewalgave MTV the greenlight to expand the apparelprogram and look into jewelry, social expres-sions, and novelty. MTV is also collaborating with
the show’s wardrobe designer to help the networkand licensees create product that feels authentic tothe brand. “It’s not about integrating into the showwhere [the cast is] now wearing a piece of productthat screams Awkward,” Silfen says. “We will pickup on themes and trends in the juniors’ space andmerchandise the product with that in mind.”
For The Jim Henson Company, at the initial stageof property development, the company isn’t thinkingabout licensing, but rather what would make a greatentertainment property. “Once something is movingalong toward potential greenlight, we, as a company,become very interested in what opportunities wehave to extend this brand beyond TV into other typesof products, whether it be a full, very broad range of
product like we have with Dinosaur Train or more specific product like wehave with Sid the Science Kid,” says Melissa Segal, senior vice-president,global consumer products at Henson.
Henson launched Pajanimals last year on PBS Kids Sprout, and isonly beginning to launch licensed product for it this year. For some ofits as-yet-unnamed 2013 shows, Henson won’t launch product until2014. The company knows that not every show can translate into a full-blown licensing program, and so Henson takes its time to determinewhat will work. “We need to figure out, based on the core attributes ofthe show, what would make sense and what the marketplace wouldunderstand and accept,” Segal says.
Once networks and entertainment developers identify what showsmake sense for licensing programs, they must keep in mind the show’score attributes in order to develop product that feels authentic to the show.In a time of audience fragmentation, strategically thought-out licensedproduct can give viewers new experiences beyond the television screenand give them reason to tune in to their favorite shows.
Licensing Keeps Viewers Tuned in to TV BrandsBY LAURIE LEAHEY
above: Top Chef-branded Healthy Choice entrees from ConAgra Foods
below: MTV is working on an expanded apparel line for Awkward.
COMING OCTOBER 2-4, 2012DALLAS MARKET CENTER
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The New Show to Fit Mass Market Needs
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Art is not something that simply hangs in a museum. It’s what sur-rounds us everyday and makes life more enjoyable. And that enjoy-ment is something that can be expressed in countless ways, which is
where art licensing enters the picture. From greeting cards and aprons to homedécor, art is an element that adds to a consumer’s day.
Art remains a matter of personal preference, of course. Even licensors havediffering opinions of which subjects are trending (wildlife, wine, humor, etc.).But when it comes to factors that make art marketable, opinions don’t differ.“Good art, on a commercial/licensing level, is art that connects with the aes-thetic and/or emotional sensibilities of a large enough segment of the popula-tion to motivate meaningful sales at retail,” says Mickey Marks, managingdirector at Lisa Marks Associates (LMA). Responding to the emotional needsof consumers is also part of the art licensing equation, says Lance Klass, pres-ident of Porterfield’s Fine Art Licensing. “Art is a great natural anti-depres-sant,” he says. “If you think about what you want to wear or buy for yourhome, it’s something that makes you feel good. So with product with imagesyou can get lost in, you feel better.”
Over the course of the recession, licensees and retailers alike became verycognizant of what would and would not sell; they only wanted the tried andtrue art and design. For Porterfield’s this meant vibrant colors and images ofsafe subjects—wine, cats, roosters—that could easily translate onto homedécor products for kitchen and dining.
Designing�a�TrendArtists’ work cannot be driven solely by their artistic abilities. They must also be
able to recognize and interpret current trends. “In many ways, it is our job to identifythe market trends that are impacted by the art property and work with the artist toamplify this connection,” says LMA’s Marks. One tip that many licensors give is totrend shop—follow trends in stores and regularly navigate online blogs and websitessuch as Pinterest. “There is a lot of talent out there and fierce competition for shelfspace in a challenged economy,” says Alex Meisel, president of Alex Meisel & Co.,which handles licensing for Dena Designs. “Good design and good product are essen-tial.” A key to the success of Dena Designs comes from artist Dena Fishbein’s abilityto evolve with the marketplace. “She was trained in industrial design and has a mind-set to solve the design riddle,” Meisel says. “She does it really well and is adept atestablishing trends. As markets change, so must design.”
It is the ability of an artist to interpret those trends in a unique way that will be the keyto his or her success, says Julie Newman, president of Jewel Branding and Licensing.
Designed for Success: An Artistic Approach to LicensingBY JENNIFER LYNCH
The Dena Home plates pictured are part of a collection createdfor C.R. Gibson, featuring patterns that also complement aDena Designs women’s fashion accessory line and multiplestationery collections. The plates are made of melamine.
MGL Licensing client Valentina signed a deal withMoonpig.com for personalized greeting cards,
canvases, mugs, and T-shirts.
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“Take a category like coastal and reinvent it,” shesays. “If you had a coastal cottage and wanted ashower curtain, what would it look like? Take yourstyle and figure out how it could work for coastal.”
Strategy�and�the�Middle�ManJust because the licensing pool is warm, does
not mean it is well suited for every artist or everytype of artwork, says Marty Segelbaum, presidentof MHS Licensing. One of the first things he saysMHS does before signing an artist is talk strategy.Some artists look at licensing merely as a way topay the bills, whereas others come to the tablelooking to build their brand. Depending on whatthat objective is will dictate what the strategy willbe. “Some artists have a large library of commer-cially viable material, while others need a certainlevel of guidance and briefing to bring theirstrengths to market,” says Raul Turpin, interna-tional licensing executive for MGL Licensing. How detailed and expansive an artist’s col-
lection is also factors into his reception in themarketplace. “I think before, you could have alot of art and get some decent deals,” saysJewel’s Newman. “Now, you really have to havecomplete thought-out, in-depth collections andproduct ideas for the categories. Companies arereally relying on us to do everything.”
Art�Gets�DigitalThis is not the licensing landscape of 10
years ago, says Segelbaum. “Forty deals cangenerate the same sales volume that 10 deals did10 years ago,” he says. “Whereas you wouldlicense something and it would be in the line forthree years or longer, now it’s not uncommonthat it’s out in a year.” More than ever, buyersand manufacturers are looking for fresh art todraw in consumers. Manufacturers that once cre-ated their own product designs no longer have
the means to do so and look toward licensed artto quickly meet retailers’ demands. “Digital skills facilitate [this] process drasti-
cally, not only in terms of speed and delivery,but adaptation to commercial demands is mucheasier when a piece can be modified digitally,”says MGL’s Turpin. At the very least, traditionalartists working in a non-digital medium musthave access to the appropriate digital technolo-gy. “I firmly believe consumers respond to anartist’s hand, but if the work is not translated intoa digital format it is much more difficult to reachthe market,” says Meisel.But for those with the capabilities, the digital
landscape can afford new opportunities forgrowth in essential art licensing categories suchas publishing. Publishing allows artists anddesigners to express their aesthetic vision or story,says Meisel. “The category has expanded beyondbooks, calendars, and cards with a digital explo-sion,” he says. “Artists will now expand their cre-ativity as they apply their work to the burgeoningmarkets of apps and electronic publishing.” Asconsumers are on the lookout for new electronics
and mobile technologies to meet their daily needs,more often licensed art is providing another wayfor consumers to express their personal individu-ality and taste, says LMA’s Marks. See sidebar.
New�Year,�New�ArtThe new year has sprung a wave of creativi-
ty for designers and artists. And this year, manu-facturers and retailers are meeting that creativitywith open arms. The cautious are less cautious.When Jewel’s Newman first started her businessin 2008, it was difficult just talking to compa-nies. But now, “companies that I talked to yearsago that said, ‘I like it but I’m not ready to doanything right now’ are calling me, and thatnever happens,” she says. Many believe this optimism will carry over
throughout the year and will certainly be feltduring next month’s SURTEX, May 20—22 atthe Jacob K. Javits Convention Center in NewYork City. “Manufacturers that a couple of yearsago said, ‘I don’t need to license art and design’are realizing they do and they’re looking to us toget things done,” says Segelbaum.
Art�With�a�Personal�TouchLicensed art is one way to offer consumers a more customized
product. While it can be difficult to create art that has a personal-ized touch and still maintain mass-market appeal, some have found abalance, such as through MHS Licensing’s deal with Magnet Worksfor artist Patrick Reid O’Brien (whose work is seen throughoutJimmy Buffet’s lifestyle brand Margaritaville). With a large cus-tomer base in coastal, resort, and lake regions, O’Brien’s nauticalthemes not only appealed to consumers but were able to be localizedeasily with text to give consumers a more personalized product, saysSue Todd, president of Magnet Works. “We want to give retailers theopportunity to have products that they can give their customers thatreinforces the shop-local initiative,” she says. “So when this art came along,it was like a light bulb went off.”
ART & DESIGN
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by Jennifer Lynch
JEWEL BRANDING & LICENSINGJewel Branding & Licensing has brokered new deals for artist Jessica Steele including a new range of
kitchen stationery with C.R. Gibson, Pavilion Gift Company for gift products, Magenta for tabletop, andDNC for lunch totes and bags for the UK. Pictured on theright is a sampling of patterns for the C.R. Gibson line.
Success in art licensing is not defined simply by the talent of an artist but also by theability to interpret current trends in a unique way to meet the needs of consumers.Below is a sampling of the latest art licensing deals and licensed products.
PORTERFIELD’S FINE ART LICENSINGPorterfield’s Fine Art Licensing has added Bob Pettes, painter of Americana and European
landscapes, to its roster of artists. Pettes’ images have been licensed and reproduced as calen-dars, prints, porcelain products, greeting cards, and other products. His images will be madeavailable to licensees worldwide. Pictured is Last Swim of Summer from Pettes’ Memories ofTimes Past collection.
MGL LICENSINGHallmark UK has added the latest humor range Spectickles by U.S. cartoonist Bill Abbott to its
greeting cards. Bill Abbott is the latest artist to join the MGL licensing roster. His work hasappeared in numerous magazines and books throughout the U.S. The deal was brokered by MGLLicensing, which represents Abbott’s work throughout Europe.
DENA DESIGNSDena Designs and Two’s Company are collaborating on an expansive line of gifts, acces-
sories, and items for toddlers. The happi by Dena designs, which are a modern mix of brightcolors, stylish patterns, and uplifting prints, will be featured in Two’s Company’s new Cupcakesand Cartwheels collection.
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MHS LICENSINGPark Designs introduced more than 20 SKUs including tabletop textiles and ceramics, decora-
tive towels, napkins, and doormats featuring artwork by Tina Higgins, represented by MHSLicensing. The Nature Sings collection utilizes Higgins’ botanical illustrations of holiday green-ery and red amaryllis paired with cardinals accentuated by an undercurrent of sepia. The collec-tion launched at the Atlanta International Gift Show.
ART IMPRESSIONSArt Impressions signed a deal with TCG (formerly The Canadian Group) for artist Josephine Wall. As
part of its Signature Artist Series and Special Format puzzles, TCG will create puzzles that showcase Wall’sfantasy imagery. The puzzles will also feature a message or thought-provoking statement within the frame.The puzzle assortment will include artwork such as Heart & Soul, Child of the Universe, Spirit of theElements, Minerva’s Melody, Masque of Love, and Honeysuckle. Pictured is Glitter & Gold.
THE THOMAS KINKADE COMPANYThe Thomas Kinkade Company signed new partners including DecalGirl (laptops, e-readers, and mobile
device skins featuring Thomas Kinkade imagery); Precious Moments (hand-painted glass ornaments of Ne’QwaArt); Trend Setters, LTD, a manufacturer of the Star Fire Prints (art printed on a semi translucent glass); andErcolanoUSA (music boxes sold in exclusive boutiques and hotels worldwide). The Thomas Kinkade Companywill exhibit for the first time at SURTEX. Pictured is Studio in the Garden Burl.
LISA MARKS ASSOCIATESCoolabi signed a new deal with Japonesque for design-based property Scarlett & Crimson. Under the
deal, Japonesque, which already covers U.S. cosmetics for Scarlett & Crimson, will expand the line withbath, body, and hair care products for the U.S. Coolabi also signed a deal with Japonesque for a brand newcosmetics line for the UK. Products are expected to launch for fall/winter 2012. Lisa Marks Associates rep-resents the brand in North America.
TK BRANDSCrowded Teeth, a whimsical brand of artwork featuring sweet characters with bold, fresh graphic design,
expands its product offering with a broad array of items manufactured and sold by specialty retailer, The Landof Nod. Through 2012, new product introductions will include home furnishings, such as bedding, hangingdécor, chairs, art prints, and toys. Wooden toys, plush, hand puppets, and arts and crafts items are all currentlyin development. Pictured is Crowded Teeth’s Hi Hi Hi.
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BIG TENT ENTERTAINMENTKIRSTEN FALLON, VICE-PRESIDENT, GLOBAL BUSINESS DEVELOPMENTBig Tent Entertainment appointed
Kirsten Fallon as vice-president of globalbusiness development. In her new rolewith the company, Fallon will be respon-sible for the development of Domo andPixFusion in Latin America, Europe, Rus-sia, Turkey, the Middle East, and NorthAfrica. Additionally, Fallon will be re-sponsible for select global retailers for allBig Tent Entertainment brands. Most recently, Fallon served as the U.S. vice-president of retail
marketing and development at Ludorum where she spearheaded re-tail marketing for Chuggington. Prior to Ludorum, Fallon workedfor Peanuts Worldwide (formerly United Media).
BEANSTALKNELL RONEY, SENIOR VICE-PRESIDENT, BRAND ACQUISITIONSBeanstalk appointed Nell Roney as sen-
ior vice-president, brand acquisitions.Roney will leverage her more than 25 yearsof industry experience in brand licensing,brand management, and marketing as wellas her extensive network of relationships. Roney has managed programs across
many licensing segments including cor-porate and trademark licensing, entertainment and characterproperties, sports and art properties, and promotions. On theagency front, she has been instrumental in developing and man-aging licensing programs for a host of key clients in the con-sumer packaged goods industry across categories includinghousehold products, consumer electronics, health and beauty,and automotive, among others. Prior to that, Roney managed li-censing initiatives, as a licensee, for a number of companies inthe food and beverage, home textiles, and housewares industries.
GUINNESS WORLD RECORDSPETER HARPER, SENIOR VICE-PRESIDENT, AMERICASGuinness World Records named Peter Harper as the head of its U.S.
office based out of New York City. Harper will assume the title of sen-ior vice-president, Americas, spearheading strategies across all businessdivisions including publishing, licensing, digital, television, and recordsmanagement in North and South America. Previously the executive director of new product development at
Time Home Entertainment, Inc., Harper is a 22-year publishing pro-fessional who worked for Time Warner for 15 years. During histenure, he had various roles, including Guinness World Records’ ac-count director for Time Warner when it was the U.S. book distribu-tor between 2001 and 2009.
SESAME WORKSHOPPROMOTIONSSesame Workshop promoted Gisela Abrams to assistant vice-
president of international licensing, Marie-Cecile Girard-Jones toassistant vice-president of international licensing, and Kerri Katz todirector of licensing, strategic partner relations. Abrams and Girard-Jones joined the Workshop as international licensing managers in2003. Katz joined as manager of licensing in 2008.Abrams will oversee new business development and merchandising
plans for international territories in Asia and the Pacific. She will alsowork closely with the Workshop’s creative and themed entertainmentdepartments to service partners and clients in the development ofSesame Street-branded products for both television and outreach.Girard-Jones will lead the product licensing and marketing for Spain
and Latin America, including Brazil and the Middle East. She will over-see and initiate licensing and retail programs, such as the upcoming 40thanniversary of Plaza Sésamo in Mexico. Girard-Jones will also con-tinue serving as project leader for the Plaza Sésamo project.Katz will work with Hasbro, the Workshop’s master toy licensee,
and Proctor & Gamble, which includes the brands Pampers andCrest. She will continue to be a key licensing contact, providing di-rection and support while overseeing strategic development and mar-keting by her partners of quality products, promotions, andmerchandising to meet sales goals.
MAY8–10 Sweets & Snacks Expo sweetsandsnacks.com McCormick Place Chicago15–18 PlayCon & DC Fly-In toyassociation.org Gaylord National Hotel and Conference Center National Harbor, Md.20–23 National Stationery Show nationalstationeryshow.com Jacob Javits Convention Center New York City20–22 SURTEX surtex.com Jacob Javits Convention Center New York City22–23 PLMA International plma.nl RAI Exhibition Centre Amsterdam, Netherlands
JUNE4–7 BookExpo America bookexpoamerica.com Jacob Javits Convention Center New York City5–7 Electronics Entertainment Expo e3expo.com Los Angeles Convention Center Los Angeles12–14 Licensing International Expo licensingexpo.com Mandalay Bay Convention Center Las Vegas17–19 Fancy Food Show specialtyfood.com Walter E. Washington Convention Center Washington, D.C.26–28 NAPTE naptebudapest.com Sofitel Chain Bridge Hotel Budapest, Hungary
JULY12–15 Comic-Con International comic-con.org San Diego Convention Center San Diego26–28 OASIS Gift Show oasis.org Phoenix Convention Center Phoenix
AUGUST18–22 New York International Gift Fair nyigf.com Jacob Javits Convention Center New York City20–23 MAGIC magiconline.com Las Vegas Convention Center Las Vegas
SEPTEMBER28 TIME TO PLAY FALL SHOWCASE TIMETOPLAYMAG.COM THE ALTMAN BUILDING NEWYORK CITY
OCTOBER2–4 TIA Fall Toy Preview toyassociation.org Dallas Market Center Dallas2–4 PB&J pbandjshow.com Dallas Market Center Dallas6–7 MIPJunior mipworld.com Palais Des Festivals Cannes, France8–11 MIPCOM mipworld.com Palais Des Festivals Cannes, France13–18 High Point Market ihfc.com International Home Furnishings Center High Point, NC14–17 ABC Kids Expo theabcshow.com Kentucky Exposition Center Louisville16–18 Brand Licensing Europe brandlicensing.eu The Grand Hall Olympia London, UK30–11/1 AAPEX aapexshow.com The Sands Expo Center Las Vegas
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An brand
Andrea BrentVice President, Consumer ProductsEmail: [email protected]: 818-748-1387www.fmeamericas.com
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