royaltie$, december 2010
DESCRIPTION
Royalties is a monthly magazine highlighting the hottest trends in the licensing industry.TRANSCRIPT
DeCemBer
2010Volume 5, No. 7
Features18 marketing Immortality:
Deceased Celebrity Licensingby Paul Narula
20 Deceased Celebrity Licensing:
Licensor roundupby Paul Narula
22 the Great Outdoors for everyoneby Paul Narula
24 Outdoor Licensing:
Licensor roundupby Paul Narula
26 restaurant and Wellness Brands
Cook at retailby Chris Adams
28 Food & Beverage Licensing:
Licensor roundupby Chris Adams
Departments4 Observations & Opinions
6 The Ticker
8 Real Deal
10 Essence of Style
12 On the Radar
14 Mavericks in the Market: Carol LeBlanc
16 Royaltie$ Marketplace: Richard Scarry’s Busytown
30 You’re Hired!
34 Calendar of Events
35 Endcap
On this Page (frOm the tOP): Jem is the newest addition
to the Marilyn by Sam Shaw program managed by
bradford Licensing; John Wayne enterprises signed a
deal with W.r. Case for pocket knives; Coastal Pet
offers a full line of remington-licensed products for
sporting dogs; broad Street Licensing group continues
its successful burger King licensing program; and
The Joester Loria group brokered a deal for retro
Pepsi T-shirts from Trau & Loevner.
On the COver: Fashion designer Diane von Furstenberg has
collaborated with the Andy Warhol Foundation to create
the DVF Warhol Swim Collection.
CoVer by DeSign eDge
ROYALTIE$
DECEMBER 20104
Another year is in the books and the
licensing industry is still scratch-
ing its head trying to figure out the
new formula for success. The year 2010 can
be summed up with, “if you had the right li-
cense and a big enough piece of it, you had
a great year!” In my 15-plus-year tenure as
publisher of a licensing magazine, I have
seen our industry go from reckless label slap-
ping to the same old, same old.
Certainly there was an in-between time
when the licensing industry became more so-
phisticated and all parties concerned worked
together to get at least two seasons from a prop-
erty. Now it seems as though retailers largely
seek instant gratification from brands rather
than working to cultivate them. One season of
“decent” is the status quo. If expectations aren’t
big, nobody will be disappointed—nobody, of
course, except for the consumer looking for
something different. But the landscape seems
to be heading for a change-up.
Although this issue will be published be-
fore the final tally of Q4 shopping has been
put to bed, we have already seen a stronger-
than-expected October and it’s happening in
the mid- to upper-tier department stores.
Could this be the year of the retail rebound?
I know that e-tailing will be stronger than
ever with more and more players (including
Google) trying to get in on a piece of that
action. aNb Media and our website
www.TimetoPlayMag.com can attest to the
fact that droves of consumers are going on-
line to glean product information and see
products demonstrated before they make
purchases. The numbers are staggering.
Retailers are also better prepared this year
and have done a much better job managing
their inventories. These factors may put a
dent in the risk-averse force field that has
locked out many interesting and potentially
successful properties.
On the other hand, I have seen quite a few
companies suddenly pop up that, for a rela-
tively small fee, will take a property, produce
product, act as the fulfillment house, and de-
sign a website for its customers. While
everyone searches for properties with huge
built-in audiences, these e-commerce sites
will give licenses with smaller, focused fan
bases a place to reside at retail. It could be
that these dedicated sites will become the
proving ground for newer licenses to gain
traction in much the same way specialty re-
tailers did back in the day.
We at aNb Media have had a wonderful
2010. We have grown from trade magazine
publishers into a full-fledged, multimedia
company. We continue to produce the most
widely read trade publications in licensing and
toys, but our expertise has spread into the con-
sumer world and we will continue to grow our
Time to Play brand, which now includes our
website, a weekly webcast TV show, two na-
tional media events, and a virtual game show.
We would like to extend holiday wishes
for health and prosperity to everyone!
Looking Back, Moving Forward
by 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
MANAGING EDITOR CHRIS ADAMS
EDITOR AT LARGE CHRISTOPHER [email protected]
ASSISTANT EDITOR LAURIE [email protected]
ASSISTANT EDITOR PAUL NARULA
WEB MASTER ERIK [email protected]
WEB CONTENT MANAGER BRENDAN [email protected]
CONTRIBUTOR MATT NUCCIO
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 12 times a year by aNb Media, Inc. Copyright 2010
aNb Media, Inc. All rights reserved. No part of this publication may be repro-
duced or transmitted in any form, or by any means, electronic or mechanical,
including photocopy, recording, or any information storage and retrieval sys-
tem, without written permission from the publisher. Printed in the U.S.A. Roy-
altie$ is a registered trademark of aNb Media, Inc. Opinions and comments
expressed in this publication by editors, contributing writers, or solicited or
unsolicited documents are not necessarily those of Royaltie$ management.
www.aNbMedia.com
ROYALTIE$
DECEMBER 20106
Rise in PRivate LabeL ContinuesThe Private Label Manufacturers Association (PLMA) says that nearly 1 out of 4 products bought in U.S. supermarkets last year was a store
brand. PLMA says that store brands accounted for almost 90 percent of all new revenue in the channel.
In drug stores, private label dollar share was 14.1 percent and unit share was 16.3 percent. Private label was responsible for more than half
of all sales gains, according to PLMA.
Among all retail outlets, which combine point-of-sale data for supermarkets, drug stores, and mass merchandisers, there were similar
advances with all-time highs posted in dollar share at 17 percent, and unit share at 21.8 percent. Store brands contributed 63 percent of addi-
tional dollar revenue, says PLMA.
Disney stoRe oPens in times squaReDisney Store Times Square had its grand opening on November 9. Royaltie$ attend-
ed a walk-through tour the day before the grand opening. The two-story shop aims to be
the “Best 30 Minutes of Child’s Day,” according to Disney. The store is expected to fea-
ture 18,000 products. New York City-themed products are featured on the first floor—
most of which will not be found in any other location. In fact, consumers were limited in
the number of exclusive New York City-themed vinyl figures that could be purchased.
The assumption is that Disney doesn’t want these products resold in bulk on eBay.
The second floor offers mostly exclusive Disney items. Shoppers can follow Pixie
Dust Lane to make their way through the store. Disney says this is the first Disney
store to showcase a Marvel section, which will grow and change as films make their
way into theaters. Next to the Marvel section is the Ridemakers Build Your Own
Custom Cars. Disney says it is the only place to make vehicles for the Cars franchise.
There is a Magic Mirror in the Princess section. Wave a wand in front of the
RFID-enabled mirror and one of eight versions of a story will play. The Disney Store Theater features
seating for parents and kids. Consumers choose what is played on the screen in a modern day twist on
the “jukebox” concept. The theater will feature clips from classic Disney to the latest film trailers.
Disney says it projected that the store would host 11,000 shoppers per day although more than that
seemed to go through on opening weekend.
new samuRai PoweR RangeRs make DebutThe Samurai Power Rangers were part of the 84th Annual Macy’s Thanksgiving Day Parade on
November 25. The Power Rangers embarked on their first journey together as they escort the Planet
Earth balloon through the streets of Manhattan.
Recently acquired by Saban Brands, the Parade marked the first-ever U.S. appearance of the five
Samurai Power Rangers as they gear-up for the premiere of their new television show. Forty episodes of
Power Rangers Samurai are currently in production and will air on Nickelodeon and Nicktoons in North
America, premiering in early 2011. Fans can tune in to Nickelodeon for a special first look at the new series.
A RecAp of IndustRy HeAdlInes
VIsIt www.AnbMedIA.coM foR MoRe
Hasbro, Corus in Distribution DealHasbro Studios has reached a comprehensive programming and marketing agreement with Corus Entertainment.
The agreement covers a range of Hasbro Studios-produced series on Corus Entertainment’s kids services:
YTV, Treehouse, Nickelodeon (Canada), Teletoon, and Teletoon Retro. It includes the anticipated series
Transformers Prime, My Little Pony Friendship Is Magic, G.I. JOE Renegades, The Adventures of Chuck
and Friends, and Pound Puppies.
“Our partnership with Corus’ kids networks marks the first of many distribution agreements that are
designed to expand the Hasbro television programming brands around the world,” Stephen Davis, presi-
dent of Hasbro Studios, said in a statement.
li & Fung PurCHases PieCe oF sanrioBusinessWeek reported last month that Li & Fung acquired a 1.03 percent stake in Sanrio Co., owner of the Hello Kitty brand.
“Li & Fung Group and Sanrio are seeking to develop new products for the global market and cut logistics costs,” Sanrio said in a state-
ment to BusinessWeek.
Sanrio, which consigns 10 percent of its character-goods production to Li & Fung Group, plans to raise the ratio to about 30 percent in three
years, Nikkei English News reported, without citing a source, according to BusinessWeek.
Jazwares signs Deals witH CaPComJazwares, Inc., has been awarded the toy licenses for Capcom’s Street
Fighter and Mega Man video game franchises. Under the terms of the
agreement, Jazwares will be the master toy licensee for Mega Man.
The Street Fighter license is a category-specific agreement that covers
only the categories of boys’ ABS/PVC/vinyl figures and accessories, four-inch
and under playsets, and vehicles.
The spring Street Fighter 2011 toy line by Jazwares will include all-new
3.75-inch action figures. Available in single packs, double packs, and comic book battle packs, the toys will portray the characters of Street
Fighter like no kids or collectors have ever seen before.
lego games gets an aPPLEGO Systems, Inc., announced the availability of the first official LEGO branded application for iPad—a true-to-the-original board game
version of Creationary, which tests how quickly players can guess what is being built from LEGO bricks. The free game works on iPad, iPhone,
and iPod Touch mobile devices.
Players “roll” the LEGO dice to find out which of the four randomly selected categories they are guessing: nature, vehicles, buildings,
or things. The game starts building an object from that category out of LEGO bricks, and players must guess which of the four possible
answers is correct by tapping the illustration that they think matches what is being built. The faster players guess correctly, the more points
they earn. As the game is played over time, the more difficult it becomes. If players guess incorrectly, the game ends. Scores can be shared
with friends via email or on Facebook.
ROYALTIE$
DECEMBER 2010 7
ROYALTIE$
DECEMBER 20108
HIT EnTErTaInmEnT and Lucks Food dEcoraTIonLucks Food Decoration, the company that manufactures Edible Image designs for
cakes using starches and edible food colors, has been signed on by HIT Entertain-
ment to provide similar designs for pizza under the Pizza Fest product line. The Pizza
Fest pizza designs will feature Bob the Builder and Thomas & Friends. The products
can be purchased online or at select food retailers by consumers or used for decorations
at businesses.
sanrIo and smarT usaSanrio has signed a deal with smart USA, a subsidiary of Penske Automotive Group, to
offer vehicle wraps featuring Hello Kitty for the smart fortwo. Vehicle owners can now
order Hello Kitty vehicle wraps through smart USA’s “smart Expressions” program, a cus-
tomization program that launched in July. smart USA will offer the wraps in three differ-
ent full-body designs with a variety of color schemes.
cLassIc mEdIa and u.s. PosTaL sErvIcEIn time for the holiday season, the U.S. Postal Service (USPS) has teamed up with Classic Media to bring the
company’s Christmas entertainment brands to consumers. DVDs of Rudolph
the Red-Nosed Reindeer will be available at more than 5,000 post offices
nationwide as part of the USPS’ A Simpler Way to Holiday program.
Customers who opt to ship the DVDs with Priority Mail will receive two
dollars off the price of the DVD. The USPS will promote the program
through in-store signage and themed postage boxes.
marvEL and musEum rEPLIcasMuseum Replicas will be releasing a number of new Iron Man 2 collectibles, based on the
Marvel blockbuster film. Acting as an official Marvel prop licensee, Museum Replicas will in-
troduce four new items—the Monaco Car Racing Jacket worn by Tony Stark during the attack
from Whiplash; the new personal Arc Reactor; The Mark V “Suitcase” Armor as a fully func-
tional briefcase; and a replica of Nick Fury’s trench coat.
marTomagIc and JonIc dIsTrIbuTIon norTH amErIcaMartomagic has signed Jonic Distribution North America (JDNA) to promote and distribute
its Gogo’s Crazy Bones product in North America. Gogo’s Crazy Bones, produced by Mar-
tomagic and PPI Worldwide Group, are a range of children’s collectibles that feature small fig-
ures and are available in the U.S. in packets ranging from five-packs to collectors tins. The
JDNA marketing campaign will include a TV advertising campaign, a sampling program with
free giveaways, and a campaign across social networking sites. The Joy Tashjian Marketing
Group is the North American licensing agent for the brand.
Arc Reactor by Museum Replicas
Hasbro studios and Corus EntErtainmEnt
Hasbro Studios, the entertainment production and distribution division of Hasbro, has
signed a programming and marketing agreement with Canada’s Corus Entertainment. The
agreement covers a number of Hasbro-produced series on Corus Entertainment channels, in-
cluding YTV, Teletoon, Teletoon Retro, and more. It includes the upcoming series Transform-
ers Prime, My Little Pony Friendship Is Magic, G.I. Joe Renegades, The Adventures of Chuck
and Friends, and Pound Puppies.
Cbs ConsumEr ProduCts LaunCHEs starfLEEt aCadEmy CamPus storE
CBS Consumer Products has announced the launch of the
new online Starfleet Academy Campus Store at
StarTrek.com. The store will offer a wide variety of products
based on the Star Trek Universe’s Starfleet Academy, rang-
ing from T-shirts to dormware. The store is intended to stock
products that might appear in the Star Trek universe for the use of students, with tongue-in-cheek humor for fans of the series to appre-
ciate. The branded gear will feature themes ranging from futuristic math and science class to science-fiction college activities.
a squarEd EntErtainmEnt and aLLiEd rEd
A Squared Entertainment (A2) has hired Allied Red, a brand management and licensing rep-
resentation firm, to represent A2’s brands in the licensing market and expand the company’s
licensing capabilities. Allied Red will represent the entire portfolio of A2’s brands,
which includes Warren Buffett’s Secret Millionaires’ Club, Gisele Bundchen’s Gisele &
the Green Team, Martha Stewart’s Martha & Friends, and its new multimedia comic
book label, Stan Lee Comics.
WarnEr bros. ConsumEr ProduCts and Hot toPiC
Working with long-time retail partner Hot Topic, Warner Bros. Consumer Product
(WBCP) has created a series of Harry Potter-themed boutiques in Hot Topic retail locations
across the nation for Harry Potter and the Deathly Hallows. Hot Topic stores will offer an exten-
sive line of fan merchandise, including Gryffindor and Slytherin polo and tie combination tees, bags,
throws, jewelry, key chains, and more.
sPrings gLobaL and natE bErkus
Springs Global U.S. is partnering with design expert
and talk show host Nate Berkus for a debut collection of li-
censed product in spring 2012. Berkus, a New York Times bestselling author, will bring his
“you should love the way you live” approach to decorative home furnishings, including bedding, bath, decorative accessories, dinnerware,
lighting, area rugs, windows, and other furniture pieces. Berkus joins Diane von Furstenberg, Waterworks, and Espacio Sami Hayek as
one of the latest additions to Springs Global’s expanding licensing partnerships, joint ventures, and brand extensions.
ROYALTIE$
DECEMBER 2010 9
Sleep in PinkCopCorp Licensing an-
nounced Intimo Licensing,
Inc., as the newest U.S. li-
censee for the popular Pink
Cookie international fashion
brand. New York-based Intimo
has been granted the right to
manufacture and market Pink Cookie junior’s sleepwear, day-
wear, loungewear, underwear, and robes.
ROYALTIE$
DECEMBER 201010
A New NFL EraNew Era Cap Co., Inc., will be the official on-field cap for
the National Football League (NFL). The five-year deal, ap-
proved by the league and its owners, adds to New Era’s current
licensing relationship with Major League Baseball, where New
Era has been the official on-field cap since 1994.
Under the terms of the agreement, New Era will have exclu-
sive distribution rights and branding for all on-field, sideline,
and locker room caps, as well as co-exclusive rights for fan
headwear worldwide. Beginning
April 2012 and running
through March 2017, New
Era will also produce hats
for marquee events, includ-
ing the NFL Draft
Day Cap and
the Super Bowl.
Best known for
its signature 59FIFTY, New
Era will have the rights to manufacture headwear with all 32
NFL team logos along with the co-exclusive U.S. rights for
women’s apparel. This merchandise will be found at all NFL
stadiums, www.nfl.com, www.neweracap.com, New Era Flag-
ship stores, and retailers throughout the world.
UK Art in the U.S.The Sharpe Company picked up rights to represent UK fash-
ion designer turned artist/illustrator Reilly in North America.
Previously, London-based
Vision Licensing handled
the entire worldwide licens-
ing program.
Sharpe’s representation
of Reilly coincides with the
release of two new collec-
tions. The new girls’ range
Kashi Kisu, which means
“candy kiss” in Japanese, is
inspired by Reilly’s love for
all things Japanese. Reilly’s
new boys’ range, Back to
Front, is inspired by the
urban motifs in gritty Hackney, Reilly’s home in East London.
Current U.S. licensees include FAB/Starpoint for bags.
Sharpe is seeking partners in all other categories including ap-
parel and accessories.
Jewelry for a KissTelemundo, the NBC Universal Television Consumer Prod-
ucts Group, and The Rich-
line Group have introduced
Todo por un Beso (“any-
thing for a kiss”), the latest
collection from Telemundo
jewelry by designer Udi
Behr. The jewelry is avail-
able at www.telemundo-
jewelry.com.
ROYALTIE$
DECEMBER 201012
New products, new deals, and newtrends this month in the licensing industry.
Simpsons and KidrobotTwentieth Century Fox Consumer Products
has partnered with Kidrobot to release The
Simpsons series two vinyl toy mini-figures. The
second series features two alternate versions of
the family along with 15 new characters.
The family figures in the series include
Mariachi and Zombie versions of Homer, Marge, Bart,
Lisa, and Maggie. In addition to the family, new char-
acters in the lineup include: Sideshow Mel, Carl Carlson,
Selma Bouvier, Patty Bouvier, Lenny Leonard, Captain
Horatio McCallister (shown), Otto Mann, Moe Szyslak,
Groundskeeper Willie, and two mystery figures.
With 25 new figures in total, The Simpsons series
two will be the biggest Kidrobot-produced mini-figure
series to date. Each vinyl figure stands three inches tall,
includes a character sticker, and comes blind boxed to
preserve its identity. Figures will be sold separately for
$9.95 (or can be purchased by the case) at all five
Kidrobot stores, kidrobot.com, and at select retailers
worldwide alongside the Simpsons series one.
Fashion Focus: From Sesame Street to Rocker TsDuring a recent New York City media event, numerous fashion companies displayed their wares
for 2011. Mighty Fine introduced its T-shirt lines featuring some of the following licenses: Hello
Kitty, Mickey Mouse, Minnie Mouse, the Peanuts gang, and Sesame Street characters. The shirts
all feature a distressed retro styling with 1980s fashion cuts.
Wornfree is introducing a line of T-shirts made to look like replicas of shirts worn by famous
musicians most of which are from the late 1960s through the early 1980s. Each shirt includes a
hangtag showing the musician who wore it along with the date and place. For example, there is a “No Pictures”
T-Shirt, modeled after the shirt that Debbie Harry wore in Amsterdam in 1978. Another example includes a “Born to Be
Bad” T-shirt (shown) as worn by Joan Jett in New York in 1978. The only fairly modern shirt is one worn by Kurt Cobain dated 1992.
Batman Comes to the StageWarner Bros. Consumer Products (WBCP), DC Entertainment,
and Nick Grace of Water Lane Productions Ltd. announced that
Batman Live will tour arenas for the first time across the UK and
Europe, beginning in summer 2011 and arriving in North America
by summer 2012. Tickets went on sale last month and the show
opens in Manchester on July 20, 2011.
The show, based on an original story created just for the
stage, will feature stunts, pyrotechnics, illusions, and video
screen sequences. The live show will feature Batman and
Robin along with Batman’s butler Alfred and a host of other
classic favorite Batman characters, including villains such as
The Joker, The Riddler, Catwoman, and The Penguin.
The story will take place in sever-
al settings from the famed DC
Comics stories, including Gotham
City, Wayne Manor, the Batcave, and
Arkham Asylum.
ROYALTIE$
DECEMBER 201014
Carol LeBlanc’s first taste of licensing
came in 1996 when National Public
Radio (NPR) created a new division to
identify, evaluate, plan, and launch entrepre-
neurial ventures to raise non-programming rev-
enue. LeBlanc, then a manager of business
affairs at the company, was tapped to be a part
of the team that launched this division, of which
licensing was a key aspect. After NPR, LeBlanc
moved on to Discovery Communications,
where she was named vice-president of licens-
ing in 1999. At Discovery, LeBlanc worked
with a number of the company’s television
show brands, including Mythbusters, Crocodile
Hunter, and more. In 2008, LeBlanc was given
an opportunity to move on to the Smithsonian
Institution as director of consumer products and
took it. The Smithsonian provided a new type
of challenge for LeBlanc, but one that she
approached eagerly, having grown up visiting
the Smithsonian. “It was having the opportuni-
ty to add value to the world’s largest museum
complex that brought me to the Smithsonian,”
says LeBlanc.
LeBlanc believes that any licensing program
must start from the core of the brand. “It’s
important to remember that you need to identi-
fy what the brand stands for, not what you want
it to stand for,” she says. While the Smithsonian
has a large number of assets and is well-known,
LeBlanc is careful not to let the brand be dilut-
ed by licensing deals that do not mesh well with
the museum’s core values or goals. Once a
licensing deal is made, LeBlanc believes that
it’s the licensing division’s
duty to make the deal as
smooth as possible for both
licensor and licensee.
Streamlining the licens-
ing process is not always
easy, especially in light of the assets that the
Smithsonian can bring to a licensing program.
The Smithsonian Institution currently encom-
passes 19 museums, nine research centers, and
the National Zoo. The sheer size of the organi-
zation means that the foundation can be slow in
obtaining or authorizing assets for licensees.
LeBlanc has put together a team of experts
whose duty is navigating the Smithsonian’s
structures to reduce the delay.
Creating a team like this and building on the
Smithsonian’s considerable assets are part of
what has allowed LeBlanc to bring the brand to
areas it had never been before. LeBlanc was
able to put together a direct-to-retail deal nego-
tiated between the Smithsonian and QVC. The
deal combines the Smithsonian’s large amount
of gemstone and jewelry assets (including the
Hope Diamond, Blue Heart Diamond, and
more) with QVC’s strong
jewelry retail program. “It
was a major accomplish-
ment to bring two very
big and very different
organizations together,”
says LeBlanc. The pro-
gram aired this past
September, with another
one airing this month and
four QVC/Smithsonian
shows for 2011.
LeBlanc has set a
number of licensing deals
in motion for the
Smithsonian Institution. Currently, the founda-
tion is working on an apparel deal, an affinity
program, and more. The Smithsonian is also
looking to expand its children’s business.
LeBlanc also notes that niche programs may
be opening up for individual museums, such
as the National Zoo, as part of the Smithsonian
brand. Overall, she intends to continue to
strengthen and expand the brand. “You need
the support of our organization to be success-
ful and it’s the licensing division’s job to earn
that support,” she says. Considering her suc-
cess so far, it’s clear that LeBlanc has earned
that support and more going in to 2011.
CAROL LEBLANC
by Paul Narula
LeBlanc has helped theSmithsonian sign deals with
QVC (above) and FTDFlorists (right).
Carol LeBlanc, Smithsonian Institution,Washington D.C.
Phone: (202) 633–5558Email: [email protected]
ROYALTIE$
DECEMBER 201016
In the 1960s, an author named Richard Scarry wrote
and illustrated a series of children’s books about
anthropomorphic cats, dogs, worms, pigs, and
other animals that lived in a very busy town, lead-
ing very busy lives. The series, called Busytown,
became incredibly popular around the world.
Now, 50 years later, Busytown books are still sell-
ing to children everywhere. Publisher Random
House sells more than half a million copies of
books in the series every year. The books have been
successful enough that in 2007, Cookie Jar Entertain-
ment developed an animated television show called
Busytown Mysteries (airing on CBS on Saturday
mornings), in which characters from Busytown solve mysteries by employing the scien-
tific method. With the continued success of the book series and the television show reach-
ing more than 100 million households, Copyright Promotions Licensing Group (CPLG),
the licensing arm of Cookie Jar Entertainment, has been working to establish a strong li-
censing program for both Richard Scarry’s Busytown and the Busytown Mysteries brands.
CPLG has established a number of partnerships to promote the brands. This holiday
season saw a cross category World of Richard Scarry retail statement at Borders Books, and
CPLG is already working on developing
new programs for 2011 with mid-tier and
specialty retailers. In addition, starting this
past September, a year-long partnership
was established between the American
Automobile Association (AAA) and the
Richard Scarry’s Busytown and Busytown
Mysteries brands. The partnership will
promote child passenger safety and use
characters from Busytown to deliver messages to children and parents.
CPLG has also signed a number of licensees for the Richard Scarry brands and will
continue to build the licensing programs in all categories. The Bridge Direct is the master
toy partner, while I Can Do That! Games has introduced board games. Other licensees in-
clude Koba, Simon & Schuster, Fifth Sun, and Millcreek.
Cookie Jar entertainment’s
Fast Facts
° Richard Scarry has five books
in the Publishers Weekly’s Top
100 List of All-Time Bestselling
Children’s Books.
° There are more than 300 titles
in the Richard Scarry library.
° Richard Scarry’s books are
sold worldwide and have been
translated into 30 languages.
° Cars & Trucks & Things has been
the bestselling Richard Scarry
book for the past two years.
° The most successful Richard
Scarry books, such as Busy, Busy
Town and What Do People Do All
Day?, still sell more than half a
million copies per year according
to Random House.
° BusytownMysteries.com is a
preschooler-oriented website for
the brand that features
interactive games and a “My First
E-Mail” function.
by Paul Narula
Huckle Cat and Lowly Worm
The Bridge DirectThe Bridge Direct is the master toy partner for the Richard Scarry brand and will
be launching new toys for fall 2011, including a new Busytown Play System that lets
kids explore and play in their own Busytown world. Pieces fit together to form one
Busytown play environment.
Koba EntertainmentKoba Entertainment has signed on as
the live entertainment partner for the
Richard Scarry brand in the U.S. and
Canada. Koba will launch a live, ticketed
stage show entitled Richard Scarry’s Busy-
town—Busytown Busy in fall 2011.
Fifth SunFifth Sun sells a vintage collec-
tion of Richard Scarry T-shirts for
tweens and teens. The T-shirts have
environmentally friendly social ex-
pressions and eco tips.
I Can Do That! GamesThe Wonder Forge’s I Can Do That! Games di-
vision has a number of Richard Scarry products,
including the Eye Found It! board game, card
games, and matching games.
MillcreekMillcreek has released
DVDs based on the Busy-
town Mysteries and The
Busy World of Richard
Scarry TV series.
Simon & SchusterSimon & Schuster will
release a number of chil-
dren’s books based on the
Busytown Mysteries televi-
sion series. The books will
include storybooks, board
books, and activity books
based on events and char-
acters in the show.
ROYALTIE$
DECEMBER 2010 17
Today’s licensing market is a crowded
place, especially when it comes to
entertainment and celebrity brand-
ing. The number of television personalities,
movie stars, and musicians who have their
own clothing line, fragrance, or other prod-
uct line is steadily growing as licensing is
recognized as a more viable source of rev-
enue. But even if today’s stars are moving in
on the business, there are a number of
celebrity brands that have
been going strong for
some time now, even
though the personali-
ties that they repre-
sent have passed on.
Collectively called the
“deceased celebrity” catego-
ry, this section of celebrity
licensing represents a large
slice of the category’s pie. In
this year’s Forbes
Magazine’s “13 Top Earning
Dead Celebrities” list, for
example, not only did
Michael Jackson earn more
than the rest of the list com-
bined (at $275 million), but he also out-
earned living stage acts such as U2 and
AC/DC. While Michael Jackson’s success
may be an outlier, it is an indicator of what
this category could be worth with the right
brand and the right licensing program.
UncHanging legacy
With any licensing program, a licensor
has to make sure that there’s enough inter-
est in a property to support the program.
When it comes to the deceased celebrity
category, that particular challenge is often
less difficult than it would be with other cat-
egories. “It’s hard to establish a license out
of nothing,” says David Reeder, vice-presi-
dent of GreenLight Rights, which repre-
sents Steve McQueen, Albert Einstein, and
others, “but these people are iconic. They
have a history and a legacy.”
Sometimes, that legacy
can create hurdles. Ethan
Wayne, president of John
Wayne Enterprises and
the late actor’s son,
mentions that while
establishing a licensing
program based on John Wayne,
the company made sure to stay
away from what Wayne refers to
as “cowboy kitsch”—nickel-
plated guns, fringe-covered
leather jackets, and similar
items. “He wasn’t just a cow-
boy and even when he was, he
wasn’t that type of cowboy,”
says Wayne. “We can’t have a
licensee just churning out products. They have
to match the style.” While the cowboy image is
still very much a part of the licensing program,
sticking to a more authentic style has allowed
the company to expand the appeal of the John
Wayne brand while managing to represent the
brand more accurately.
Of course, a major aspect of any brand in
this category is the deceased status of the
celebrity in question, which comes with its
own positives and negatives. “Working with
a deceased celebrity, such as Marilyn
Monroe, grants the advantage of knowing the
career is not only established but that there
isn’t an ongoing need to worry about which
direction it will find itself in the future,” says
Michelle Minieri, president of Bradford
Licensing, which represents the Marilyn
Monroe by Sam Shaw photography collec-
tion. There is safety in a deceased celebrity
brand that doesn’t exist when the icons are
still around and can risk damaging their own
reputations. The flip-side of that coin is that
these celebrities can no longer enhance their
own reputations, either. Minieri notes that
while Marilyn Monroe has iconic status, that
status will remain at a plateau of exposure or
notoriety, until a milestone anniversary year
occurs (such as the upcoming 50th anniver-
sary of Monroe’s death in 2012). “While
deceased celebrities are less of a risk . . . liv-
ing celebrities can provide an outspoken
Marketing iMMortality: DeceaseD celebrity licensing
ROYALTIE$
DECEMBER 201018
by Paul Narula
Important anniversaries can provide a boost to adeceased celebrity’s licensing program.
John Wayne T-shirt from Dolce & Gabbana
advocate for their brand,” says Tomas Longo,
assistant director of licensing at the Andy
Warhol Foundation.
NEW FANS, OLD BRANDSOne of the major problems for this catego-
ry is the fact that the new generation of con-
sumers were not exposed to the icons that
make up the category in the same way that
their parents or grandparents were. While for
some celebrities (such as Michael Jackson), it
remains too early for that to be an issue, the
question remains for many licensors—how
does one get a new generation and new con-
sumers interested in the brand?
“Our door is always open to any idea,”
says Carol Butler, director of inter-
national licensing at Elvis Presley
Enterprises. “We all want to reach
as many generations as possible
and keep the brand strong.” While
licensing has always helped in this
goal, Butler also indicates a number
of co-branding partnerships that
Elvis Presley Enterprises has
signed, keeping the singer in the
public eye. The Elvis Presley Mr.
Potato Head, for example, features
both the 50-year-old toy brand and
the singer as two major draws to a
consumer. “The consumer may not
be into Elvis, but they will be into
M&Ms or go to Disney World,” says Butler.
“The way to keep a brand strong is to join
forces with other strong brands and try to
reach an entirely new demographic.”
In addition, the internet has provided
deceased celebrity brands with new
options—not only because it makes classic
material more easily available, but because it
opens up the ability for consumers to interact
with a brand that otherwise remains out of
reach. Ani Kachoian, vice-president of
licensing and merchandising at C3
Entertainment (the company that represents
The 3 Stooges), points out that the brand has
a very active Facebook page, thanks to reruns
and syndication of the original television
show. The 3 Stooges is in a unique position
among deceased celebrity brands, as an
attempt to revive the brand with a new movie
(and thus three new stooges) will be hitting
theaters in 2012. C3’s licensing program is
focused on both the classic property and the
upcoming film.
In addition, an anniversary year can be a
major push for a brand’s popularity.
Licensors plan for significant anniversaries
years in advance to take advantage of the
heightened brand awareness they provide.
Elvis Presley Enterprises has planned its
lead-up to 2012, the 35th anniversary of
Presley’s death. The Ray Charles licensing
program, managed by Act III Licensing, is
currently supported by the celebration of
Charles’ 80th birthday. “We have to take
advantage of the myriad marketing opportu-
nities that arise during events like this,”
says Aviva Rosenthal, partner at Act III
Licensing. Most celebrities have events tied
to their birthdays and their deaths, giving
licensors multiple events to take advantage
of as years move on.
THE FUTURE OF THE PAST
While many categories have
taken a hit in the past few years due
to the recession, many licensors are
feeling confident going into next
year. “After the recession that we’ve
just lived through, people are look-
ing for comfort and Americana,
which is exactly what these brands
can provide,” says Marla A.
Metzner, president of Fashion
Licensing of America, which repre-
sents Ernest Hemingway and F.
Scott Fitzgerald. Companies contin-
ue to expand their programs and
sign new deals when unique opportunities
present themselves. While their presence on
the stage, screen, or studio may have ended
long ago, a deceased celebrity’s brand can
live on for ages.
ROYALTIE$
DECEMBER 2010 19
Adriano Goldschmied storefront promoting the Ray Charles brand
DEcEAsED cELEbrITIEs
ROYALTIE$
DECEMBER 201020
by Paul Narula
ELvIs prEsLEy EnTErprIsEsElvis Presley Enterprises has signed a number of new deals. The Elvis Mr. Potato Head,
part of a co-branding partnership with Hasbro and PPW toys, takes the classic Mr. Potato Head
and adds an Elvis twist. Children or collectors can style this Mr. Potato Head with Elvis hair,
smile, facial expressions, and props related to Elvis. The first Elvis Presley Mr. Potato Head
was released in August as Elvis Live Mr. Potato Head and featured the famous Elvis white
jump suit. The newest model was released this month and features Mr. Potato Head in an
Elvis-style black leather jacket.
The 75th Anniversary Elvis Monopoly game will feature the classic gameplay of Monopoly
with imagery and art from the life of Elvis Presley, including 22 of Elvis’ albums. The tradi-
tional Monopoly tokens have been replaced with sunglasses, dog tags, a guitar, a leather jack-
et, a record player, and a microphone.
JoHn WAynE EnTErprIsEsJohn Wayne Enterprises has signed knife manu-
facturer W. R. Case as a licensee for John Wayne
brand pocket knives. The John Wayne knife line is
hand-crafted, like all Case knives, with a han-
dle made of only natural materials, such as
chestnut bone, while the blades are made of Tru-
Sharp surgical steel. Every
blade will have a printed
silhouette of John Wayne or
the actor’s signature.
AcT III LIcEnsIngAs part of the year-
long celebration of Ray
Charles’ 80th birthday,
Act III Licensing has
signed a deal with
Adriano Goldschmied for
a line of high-end Ray
Charles apparel, featuring
imagery and artwork from
the Ray Charles estate.
Though years may have passed since they performed on stage or graced the silver screen, there are icons that
long outlive the years they had on Earth. The enormous fanbases that these deceased celebrities command
lend themselves well to a powerful licensing program. Whether a consumer is familiar with the artist’s
original work or not, many of these artists have come to symbolize a concept or ideal that consumers want to
be a part of. Here is a small sample of some of the most recent and upcoming licensing deals and projects in
the deceased celebrity licensing category.
ROYALTIE$
DECEMBER 2010 21
brAdFord LicensingThe newest addition to
the Marilyn by Sam Shaw
program is clothing
designer and manufacturer
Jem Sportswear. Jem will
be developing stylized T-
shirts, loungewear, and
junior’s tops using the
imagery available from Sam
Shaw’s photography archive.
Andy WArHoL
FoundAtionBond No. 9 has released the new Andy
Warhol Montauk fragrance,
which is styled after descrip-
tions of one of Warhol’s
favorite getaway spots, the
town of Montauk in Long
Island. Each bottle fea-
tures imagery from
Warhol’s Sunsets series.
FAsHion Licensing oF
AmericAThomas Raymond and Co. has developed a new line of
Hemingway shoes and footwear, based on the classic styles of the
author. The shoes are handmade and divided into three lines:
angler, sportsman, and literary.
Audrey Hepburn
estAteThe Vandor Group is working with the estate of
actress Audrey Hepburn to produce a full line of
products bearing the actress’
name and likeness. Products
include a square tin
tote, small and large
recycled shopping totes,
ceramic mugs and mug
sets, and stationery.
When you ask most people what
season it is right now, most
likely they’ll tell you it’s win-
ter. However, if they pause for a moment
and then say “deer season,” you’ve found
one of the many members of the target
demographic for outdoor brands such as
Remington and Smith & Wesson. Hunting,
fishing, and camping remain popular activ-
ities, even in today’s technology-driven
world, and the consumers who participate
in these activities are just as eager for
licensed products from their favorite brands
as their indoor counterparts. Still, while
appealing to a niche audience is important,
more outdoor licensors have been looking
at making their brands appealing to addi-
tional segments of the market.
sTayInG OuTsIde
While one might assume that the march
of technology and indoor entertainment
might hinder the licensing efforts of brands
that mostly stay outside, most of the licen-
sors interviewed for the article have report-
ed a strong showing for their licensing pro-
grams. Some, such as Mark Fisher, licens-
ing manager at MHS Licensing, which rep-
resents the outdoor art brand Buck Wear,
believe that this is in large part because of
a renewed interest in the environment and
thus heading outdoors. “The trend of going
green has had a positive impact on outdoor
brands and more specifically on our
wildlife artists,” says Fisher. Additionally,
Fisher notes that even though there is a
great deal to do indoors, people today are
more aware of health trends, leading to
additional outdoor activities.
Many licensors (especially firearm and
camping gear manufacturers) note that if a
consumer has already purchased the rele-
vant equipment, outdoor activities are
often affordable alternatives to more
expensive vacations. “I believe that people
are viewing hunting and shooting sports as
another version of the popular ‘staycation’
practice that we have seen surface since the
economy tumbled,” says Jeannine
Dameworth, licensing manager for
Browning. The core demographic for out-
door licenses is already committed to the
activity—economic troubles or changing
technology won’t budge that group from its
brand loyalty.
GOInG afIeLd
In general, the natural extensions for
many outdoor brands are products that
would be complementary to the core brand
or product. Browning, for example, has
robust licensing partnerships in the camp-
ing, outdoor cooking, and gear bag cate-
gories. “Consumers are looking for quality
products with multiple uses, such as camp-
ing products and outdoor cooking, which
could be used for the fall deer camp after a
summer of camping with the family,” says
Browning’s Dameworth. However,
Browning also recognizes that the strength
of its brand could carry its products out of
the woods and into the homes of its fans, to
which end the company has signed a num-
ber of deals for belts, suspenders, and even
bedding and bathroom supplies, all featur-
ing the Browning Buckmark logo. The
company counts on the fact that if con-
sumers find its products reliable outdoors,
then they will presumably find its indoor
products just the same.
Many outdoor companies are expanding
on their licensing programs to establish
themselves as lifestyle brands rather than
outdoor brands. Smith & Wesson is under-
taking a significant licensing initiative with
products across multiple categories. “When
people think about Smith & Wesson, we
The GreaT OuTdOOrs fOr everyOne
ROYALTIE$
DECEMBER 201022
by Paul Narula
Remington’s licensed pet products fromCoastal Pet complement the company’s
core hunting products.
don’t want them to just think about
firearms,” says Harry Falber, exclusive
global licensing agent for Smith & Wesson.
“We want them to think about safety, about
protection, and about how best to protect
the things they love.” The National Wild
Turkey Federation (NWTF) has established
a wine club to increase the appeal of its
licensed wines to both men and women and
make its way into the gift category. Some
companies have even embraced one of the
category’s strongest competitors for atten-
tion: video games. Remington has signed
with Mastiff for a series of games on the
Nintendo Wii platform, with three titles
scheduled for release in 2011.
THE BIG SHOT SHOW
Perhaps the biggest event for this cate-
gory all year is the annual
Shooting, Hunting, Outdoor
Trade Show (SHOT Show),
which is organized by the
National Shooting Sports
Foundation (NSSF) and Reed
Exhibitions. The show will be at
the Sands Expo and Convention
Center in Las Vegas for 2011,
from January 18–21, and few, if
any, of the category’s licensors
and licensees would choose to
skip it. “At the SHOT Show, we
have the advantage of command-
ing a large space that we would-
n’t be able to have at a purely
licensing-based show,” says
Scott Lester, director of product
management and marketing at Remington.
“For us, it’s a vital way of getting
ourselves outdoors to the cus-
tomers and the retailers.” In fact,
expecting a strong year in 2011,
many companies are stepping
up or increasing their presence
at the show. Buck Wear will be
exhibiting with a number of its
licensees at the show for the
first time, giving new licensees
a more up-close look at what
can be done with the artwork
brand’s assets. Remington will
be expanding its booth to
include more aspects of the
company’s core products.
“We’re going to make sure that
our presence this year will
encompass everything that the company
does in the category,” says Lester.
CHANGES COMING
Even though most licensors have report-
ed having a strong 2010, 2011 will still be a
year of changes and new developments as
the market evolves. Some manufacturers
have noticed a strong call for more woman-
and youth-oriented versions of their core
products in what was previously an entirely
male-dominated category, indicating that
families are becoming interested in partici-
pating in outdoor activities together, instead
of making them the sole domain of fathers
and sons. Browning’s Dameworth even
notes that the company’s apparel licensees
have received requests for more pink prod-
ucts, specifically for young girls. Most
believe that this will lead to a large
potential upswing in the demand
for branded products that are out-
side the usual scope of the standard
outdoor brand. “I can see more
non-core and non-traditional
channels being opened up for us,
while still allowing us to appeal
to our core consumer,” says
Remington’s Lester. Whether a
company is focused on enhancing
and supporting its core brand or
intent on expanding into new cat-
egories, one thing is for certain—
even if consumers choose to stay
inside, the product lines provided
by outdoor brands make it easy to
bring the outdoors to them.
ROYALTIE$
DECEMBER 2010 23
Buck Wear artwork
NWTF Energy Shots from Strut & Rut
ouTdooR LicEnSing
ROYALTIE$
DECEMBER 201024
by Paul Narula
BRowningThe Browning Buckmark Collection from John Marshall
Design takes the classic Browning Buckmark logo and brings
it indoors with products for the bedroom and bathroom.
Products include shams, drapes, pillowcases, comforter
shells, bedskirts, shower curtains, and more.
REMingTonWorking with Ohio-based pet product manufacturer
Coastal Pet, Remington has developed a full line of products
for the care and training of sporting dogs. Products include
hunting dummies, shampoos and deodorizers, training leash-
es and collars, hunting safety wear, whistles, and more. All
products are designed with the safety and care of the dogs in
mind and are 100 percent non-toxic.
Hunting, fishing, and camping are all activities that take us to the great outdoors.
Modern outdoorsmen have a number of tools and toys they take with them on their
journeys, from firearms for hunting to portable stoves for cooking. Each of these
products comes from a brand name that outdoor enthusiasts trust. These trusted
products then become the focus for strong licensing programs. As more women and
children get involved in outdoor activities, licensors are finding that the
product categories continue to expand.
Shown here are just a few of the most recent licensing deals that have taken the
great outdoors to a new audience and a new venue.
ROYALTIE$
DECEMBER 2010 25
Buck WearChecks In The Mail has created
a full line of Buck Wear-branded
personal checks. Each check bears
one of the Buck Wear motivational
poster images as a background to
the check. Checks In The Mail will
also be producing a full line of
other Buck Wear products, includ-
ing checkbook covers, personalized labels, small tote bags, luggage
tags, keychains, wristlets, debit/credit card caddies, and ID holders.
NikoNNikon is seeking licensing opportu-
nities for its newest line of high-
end binoculars, the EDG.
The binoculars feature
Nikon’s new ED glass to
eliminate glare and light-
ing issues. The company
will be looking for opportu-
nities in multiple categories.
sMith & WessoNSmith & Wesson is opening up its licensing program to
include more lifestyle-oriented categories in a decision to estab-
lish the Smith & Wesson property as an adult safety-oriented
lifestyle brand. While no specific deals could be announced as of
press time, the company is in talks with a number of licensees
for products in apparel, home safety, home furnishing, acces-
sories, outdoor furnishings, and more. The goal of the new
licensing ventures is to establish Smith & Wesson as a go-to
brand for safety and reliability, thanks to the company’s reliable
reputation in the small arms and long guns firearms categories.
Mossy oakCamoflauge manufacturer Mossy
Oak will be seeking licensing oppor-
tunities for its newest pattern, Break
Up Infinity, which features new imag-
ing technology to help hunters hide in
dense woodlands.
NatioNal Wild
turkey FederatioNStrut & Rut will be producing a line of energy drinks
and shots for the National Wild Turkey Federation
(NWTF), including the new Energy Stix product. NWTF
Energy Stix will provide the same energy as the energy
drinks or shots, but come in a flavored powder sealed in
a package that opens silently. The products are designed
to be used by hunters, but can be used by anyone with a
need for a quick energy boost.
The licensing of food brands and beverage brands is inter-
twined. Many of the agencies that have clients in one area
also have clients in the other. The two categories also seek
shelf space in the same types of outlets and face similar issues of
finding new channels for placement in addition to looking for gaps
in grocery store offerings.
The hottest subcategory of this supercategory is restaurant licens-
ing. There is practically no other area within the licensing industry
that has seen so much attention as of late. It turns out that the ongo-
ing economic weakness is actually fueling this growth.
“During this recession, restaurant sales declined because people
are staying at home more,” says Cara Bernosky, president of IMC
Licensing. “The restaurants are looking at licensing as a way to cap-
ture ‘share of stomach.’ If consumers aren’t eating in restaurants,
this is how the restaurants make sure customers are engaged with
the brand so when the economy does rebound and people start eat-
ing out more, there is a connection.”
As this strategy of keeping consumers connected to the restaurant
brands, while gaining incremental income, has seen success, it has
gained the attention of even tentative brand holders.
“Some of these restaurants that have been reluctant to join the
licensing fray have changed their minds because it puts their brand in
front of consumers and they can add coupons to drive traffic to their
restaurants,” says Bill McClinton, senior vice-president of marketing
at Global Icons.
The category has proven so successful that Brand Central has rap-
idly expanded its food and beverage clientele to include restaurant
brands such as Baja Fresh, La Salsa, and Canyons Burger, with addi-
tional restaurant brands expected to be added.
However, as the segment gains more attention, there are more pit-
falls to overcome and more of a chance of getting lost in the fray. “To
stand out, we believe that your brand has to have signature items that
are beloved by consumers,” says Ross Misher, CEO of Brand Central.
“In addition, you need to have a leadership position in your category.
Finally, your licensee needs to deliver the restaurant experience with
high quality products at an affordable price with excellent marketing.”
Even with brands that are being well-executed in the licensing
space, the crowding of restaurant brands has presented difficulty.
Broad Street Licensing was an early entry into this space with its suc-
cessful Burger King program. Vice-president of restaurant and food
brand licensing at Broad Street, Bill Cross sees the overcrowding
reaching its tipping point. “The market is quickly becoming oversat-
urated as every Tom, Dick, and Harry restaurant brand is trying to go
to retail, often with poorly executed programs or by doing it on the
cheap. There is a shake-out coming.”
Cross adds that, “Some retailers have indicated they are no longer
interested in licensed restaurant brands unless they’re in the top tier.
Standing out at retail requires three things:
l A strong brand that consumers understand and ‘give permission’
to for extensions into retail
l Innovative products: Label-slapping results in products that are
more expensive than private label or non-licensed, but are not better
l Brand support: If your brand’s goal isn’t driving traffic back to
restaurants with couponing, website pages devoted to retail, and even
ad spends, then you’re swimming upstream,” he says.
Restaurant and Wellness Brands Cook at Retail
ROYALTIE$
DECEMBER 201026
by Chris Adams
Broad Street Licensing has experienced success with its Burger King licensingprogram. Commenting on the snack line (shown), Broad Street’s Bill Cross says,“Consumers understand these products aren’t the same as those served at therestaurant, but they’re comfortable with items if they’re ‘best in class.’ No one
mistakes the Burger King Ketchup & Fries snack chips for real French fries.”
ROYALTIE$
DECEMBER 2010 27
Health & WellnessAnother area of interest in the food and beverage licensing space
is health and wellness. Often, the selling proposition isn’t designed to
attract hardcore nutrition-focused folks, but rather the consumer out
in the market looking for “better for you” propositions.
“The trend toward health and fitness is right in line with what
we’re doing,” says IMC’s Bernosky. “Brands and licensed products
that home in on the trend will see success.”
This “better for you area” is in line with First Lady Michelle
Obama’s wellness initiative to combat childhood obesity. Today’s par-
ents are searching for these better-for-you products to help their chil-
dren grow up healthier.
“Welch’s is not a health brand, but it is a healthier alternative,”
says Robert Schwartz, vice-president of licensing at The Licensing
Company (TLC), which manages the Welch’s licensing program.
“‘Health and wellness’ is a key aspect of the business as is ‘better for
you.’ We will bring better for you to other areas at retail.”
An interesting component of TLC’s Welch’s program is that the
agency actually had Welch’s exit an area of business and farm it out
to a licensee. Welch’s started doing dried fruit in 2005, but recently
TLC convinced the company to license this area out to SunTree, a
company that has more expertise in that area.
Comfort FoodOf course, health and wellness isn’t the only popular selling propo-
sition within the food and beverage licensing space. The idea of com-
fort and the emotional connection people have with food is also suc-
cessfully being leveraged. This angle works especially well with
dessert and snack brands.
“Without question, Entenmann’s emotional connection is a
key driver,” says Joanne Loria, executive vice-president of The
Joester Loria Group, which represents Entenmann’s for licens-
ing. “Who, on the East Coast especially, doesn’t have memories
of Entenmann’s coffee cake with the knife in the box on the
kitchen counter?”
No matter how you slice it, the food and beverage category is
one that relies on the connection that consumers have with their
favorite forms of sustenance. Food and drink is such an impor-
tant part of life, from the social aspects of going out to a favorite
restaurant or sharing a few drinks with friends, to settling in
with a licensed ready-to-eat meal and a favorite television show
after a stressful day.
Discussing DISCUSThe liquor industry is heavily regulated in terms of how
it can reach out to consumers. Many manufacturers volun-
tarily follow rules laid forth by the Distilled Spirits Council of
the United States (DISCUS), which are more stringent than
laws on the matter. The DISCUS code addresses issues
such as “Beverage alcohol products should not be adver-
tised or marketed in any manner directed or primarily appeal-
ing to persons below the legal purchase age” and “No brand
identification, including logos, trademarks or names, should
be used or licensed for use on clothing, toys, games, or
game equipment, or other items intended for use primarily by
persons below the legal purchase age.” These rules also
apply when branching out into licensing with liquor brands.
“We make sure that age appropriateness is addressed
and all of our licensees know how to market and license
spirit brands,” says Robert Schwartz, vice-president of
licensing at The Licensing Company (TLC), which manages
licensing for the Jim Beam brand, among others. “Jim
Beam is very good at this.”
Sometimes, even if everything is on the up and up,
placement at retail is limited
because of the adult-orient-
ed nature of liquor brands.
For instance, a key part of
the Jim Beam licensing pro-
gram is meat snacks. TLC
helped spearhead a change
in the packaging for the
snacks. New packaging will
feature more of a co-brand-
ed feel with the Duke’s
brand being featured along
with the Jim Beam brand
and its flavor profile.
Food & Beverage
ROYALTIE$
DECEMBER 201028
by Chris Adams
The ongoing economic uncertainty has lead many restaurant brands to enter the licensing space to
drive traffic and build brand affinity. The health and wellness area also is seeing ongoing success in
licensing. Of course, comfort food brands never go out of style. Below is a sampling of the latest
food and beverage deals in these areas and others.
Broad Street Licensing GroupBroad Street Licensing Group continues to see success with its
Burger King program, even amid a crowded market of restaurant-
licensed products. Shown is the “King” line of microwaveable
potato items.
HasbroEntertainment& LicensingThe licensing deal with
Kellogg’s for Scrabble Junior
Cheez-Its has been renewed
through 2012. Due to the suc-
cess of this partnership,
Kellogg’s will be launching a
Scrabble Junior Fruit Shapes
SKU in January.
IMC LicensingThe latest deals for Sunkist involve dried fruit by Titan Foods
and ice cream, sherbet, and frozen dessert treats by Game On
Foods. The deals were brokered by IMC Licensing.
Licensing LinkFortune Fashion offers a White Castle employee-inspired shirt
as part of its licensed offerings. Licensing Link represents the
White Castle brand for licensing.
ROYALTIE$
DECEMBER 2010 29
Brand CentralBrand Central Group has launched a restaurant division that
will sign on restaurant brands for licensing. The first client for the
group is Fresh Enterprises LLC, which owns the Baja Fresh, La
Salsa, and Canyons Burger food brands.
The agency will begin work in this division by extending the
Baja Fresh restaurant brand into new product categories through
licensing partnerships ranging from fresh refrigerated food offer-
ings to salsas and condiments.
GlobalIcons
Global Icons represents
a host of food and beverage
brands for licensing, includ-
ing Bennigan’s, Guinness,
Cold Stone Creamery, Captain Morgan, Chuck E. Cheese’s, and
Steak and Ale. The agency recently signed on TCBY to its licens-
ing stable. The TCBY line is expected to include new food as well
as non-food lines.
On the way for Bennigan’s is a line of heat-and-serve sand-
wiches and meals for the food service and C-store channel next
year. The licensee is Kiser Capital.
TheLicensingCompanyUnder the guidance of
The Licensing Company,
Welch’s spun off its dried
fruit business to SunTree.
New packaging for the
line is expected in 2011.
Shown is a package simi-
lar to that used when
Welch’s manufactured its
own dried fruits. The
shown package does,
however, feature the new
Welch’s logo.
The JoesterLoria GroupJoester Loria signed on Coffee
Holding Company as a licensee
to offer Entenmann’s Ultimate
Cinnamon Crumb Cake Coffee.
The agency has also extended
its Pepsico offerings by adding a
line of retro T-shirts from Trau &
Loevner featuring vintage-style art-
work for Pepsi and Mountain Dew.
SloaneVisionSloaneVision Unlimited announces the launch of The DQ Blizzard Maker from Spin Master
Toys. The device can make Dairy Queen’s popular Blizzard ice cream treats from the comfort of
home. SloaneVision represents Dairy Queen for licensing.
ROYALTIE$
DECEMBER 201030
scHolastIc medIa
daIsy klIne, VIce-PresIdent oF marketIng and
brand management
scholastic media, a division of scholastic, Inc., promoted daisy
kline to vice-president of marketing and brand management. she
is responsible for directing the marketing,
Pr, and strategy for scholastic media’s
portfolio of brands and products. In
kline’s new role, she will continue de-
veloping strategies to maximize brand
revenue and ensure coordinated exposure
across a wide array of product categories
and strategic partners.
kline joined scholastic media in
2007. Prior to joining scholastic, kline
held marketing posts at random House children’s books and
Harpercollins children’s books.
IconIx brand grouP, Inc.Helene gordon, senIor VIce-PresIdent,
brand management, Peanuts WorldWIde
Iconix brand group, Inc., announced that Peanuts Worldwide,
its joint venture company with charles m. schulz creative asso-
ciates, promoted Helene gordon to senior vice-president, brand
management of Peanuts Worldwide.
gordon has been working on the Peanuts brand since 2000
and has been instrumental in building the global business and man-
aging relationships with partners including metlife, Warner Home
entertainment, and cedar Fair theme Parks.
tHe Harry Fox agency, Inc. nat annamalaI, VIce-PresIdent,
busIness deVeloPment & reVenue assurance
the Harry Fox agency, Inc. (HFa), expanded nat annamalai’s
role to vice-president, business development & revenue assurance.
Previously he was vice-president of revenue assurance.
In his expanded role, annamalai now works closely with
business development to identify and pursue potential clients
for HFa’s administration services offerings, which provide
seamless back-office solutions for rights administration along
with transaction advisory services. annamalai will leverage his
strong industry experience and business relationships to ensure
both new and existing clients realize the benefits of HFa’s ad-
ministration services opportunities. Working with the business
development team, he will develop customized solutions to best
suit clients’ needs and work with HFa’s finance group to gen-
erate pricing models.
In addition, annamalai will continue to direct the efforts of
the royalty compliance department, inclusive of developing and
implementing reporting and system applications to ensure roy-
alty compliance examinations are conducted in an optimal man-
ner on behalf of HFa’s clients.
Prior to joining HFa in 2003, annamalai was the executive
vice-president and chief financial officer for ges exposition
services, Inc., a tradeshow and exhibit services provider.
Hasbro, Inc.James Walker, VIce-PresIdent,
brand lIcensIng, euroPe
Hasbro, Inc., named James Walker as the company’s vice-
president, brand licensing, europe. Walker will lead the com-
pany’s emea licensing initiatives. Walker joins Hasbro from
the Walt disney company.
ROYALTIE$
DECEMBER 201032
streaMbanK LLCDaviD Peress, PrinCiPaL
streambank LLC, a leader in providing intangible
asset disposition, advisory, and valuation services, hired
David Peress as a principal based in its needham,
Mass., office. he will lead streambank’s expanded of-
fering of asset advisory and management services. Per-
ess has spent the past 20 years as a restructuring and
asset disposition advisor and investor. Most recently, he
was president of hudson Capital Partners. Prior to hud-
son, Peress was a managing director for boston’s Crys-
tal Capital Fund.
sesaMe WorKshoP
ProMotions anD hires
sesame Workshop promoted Maura regan to senior vice-president and
general manager of global consumer products. Jessica Giat was named
vice-president of licensing, partner relations, re-
porting to regan.
regan, former vice-president and general man-
ager, global consumer products, will oversee
global retail business across all major categories
of licensed goods including toys, packaged goods,
apparel, home furnishings, stationery, and gifts.
she joined sesame Workshop in 1999.
Giat will be responsible for managing sesame
Workshop’s master toy licensees—coordinating
activities on a worldwide basis, analyzing activi-
ties by territory and monitoring the overall account
with a global perspective. she will also work
closely with the education and research team to
ensure that the educational goals of the Workshop
are factored into the development process.
the company also just announced that it has
promoted scott Chambers to senior vice-president,
worldwide media distribution; Mike Khouri to
vice-president, home video and audio distribution;
and Jennifer Perry to vice-president of publishing.
Chambers, who joined sesame Workshop in
2002, will be responsible for supervising all as-
pects of the digital, traditional, and mobile media businesses worldwide,
including publishing, interactive, television, home video, and audio. Prior
to joining the Workshop, Chambers was with Disney Publishing.
Khouri, who joined the Workshop in 2006 as assistant vice-president of
retail strategy and business development, is now responsible for supervis-
ing all aspects of home video and audio businesses domestically and in-
ternationally. Prior to the Workshop, he worked at Universal Music.
Perry, who joined the company in 2005 from scholastic, is now re-
sponsible for supervising all aspects of the publishing business at the
Workshop, domestically and internationally, including the sesame Work-
shop Publishing archive.
Jessica Giat
Maura Regan
CPLGProtheroe & Manners, ProMotions
Copyright Promotions Licensing Group (CPLG)
promoted Chris Protheroe to president and group
managing director. his promotion to the newly cre-
ated role comes as part of a restructuring following
the departure of CPLG’s Ceo, Katarina Dietrich.
Protheroe will be responsible for the strategic man-
agement and leadership of the business and will be
working alongside steve Manners.
Manners was recently appointed executive vice-
president and director of entertainment. he is responsi-
ble for dealing with existing licensors and acquiring
new rights from either existing or new licensors.
Dietrich will continue to act as a consultant for the busi-
ness until the end of this year. she established the German
office in 1996 before moving to London in 2000 as man-
aging director of entertainment. she became Ceo in 2008.
FEBruArY3–8 Spielwarenmesse International Toy Fair toyfair.de Nuremburg Exhibition Center Nuremburg, Germany
13–16 American International Toy Fair toyassociation.org Jacob Javits Convention Center New York City
15–18 KidScreen Summit summit.kidscreen.com Hilton New York New York City
MArCH6–8 International Home & Housewares Show housewares.org McCormick Place Chicago
7–8 Brand Licensing Central & Eastern Europe brandlicensing-budapest.com Corinthia Grand Hotel Royal Budapest, Hungary
7–9 Paperworld Middle East paperworldme.com Dubai International Convention Center Dubai, UAE
10–13 Halloween Costume & Party Show hcpshow.com America’s Center & Dome St. Louis
28–31 Bologna Children’s Book Fair bookfair.bolognafiere.it Bologna Exhibition Centre Bologna, Italy
APrIL2–7 High Point Market ihfc.com International Home Furnishings Center High Point, NC
4–8 MIPTV mipworld.com Palais des Festivals Paris
11–13 London Book Fair londonbookfair.co.uk Earls Court Convention Center London
28 Time To Play Spring Showcase timetoplaymag.com The Altman Building New York City
MAY15–18 National Stationery Show nationalstationeryshow.com Jacob Javits Convention Center New York City
15–17 SURTEX surtex.com Jacob Javits Convention Center New York City
23–26 BookExpo America bookexpoamerica.com Jacob Javits Convention Center New York City
JuNE7–9 Electronic Entertainment Expo e3expo.com Los Angeles Convention Center Los Angeles
14–16 Licensing International Expo licensingexpo.com Mandalay Bay Convention Center Las Vegas
Toy Fair 2011
February 13–16, Jacob Javits Convention Center, New York City;
www.toyassociation.org
International Halloween Costume & Party Show 2011
March 10–13, America’s Center & Dome, St. Louis;
www.hcpshow.com
Licensing International Expo 2011
June 14–16, Mandalay Bay Convention Center, Las Vegas;
www.licensingexpo.com
ROYALTIE$
DECEMBER 201034
ROYALTIE$
DECEMBER 2010 35
Posted below is a samPling of what american consumers are exPected to sPend this holiday season.
by Nancy Lombardi
What’s in a number? a lot—if those numbers make or
break fourth quarter business. as we go to press on this issue,
it is just days before thanksgiving. and that means only one
thing: plenty of speculation about what consumers will (or
won’t) spend this holiday season. here is a snapshot of the myr-
iad holiday-related stats we have received over the past month.
Western union Payments’
money mindset index says. . .• 30 percent of consumers have hidden a gift purchase from
their spouse/significant other
• 60 percent set a holiday budget (hmm. . . no word on how
many stick to it)
• 32 percent will spend less on each person this year
• 20 percent will buy a holiday gift for a work colleague.
Not surprisingly, 19 percent will do it only out of obligation.
Obligation? No, really?
ibis World holiday Forecast says. . .• Retail sales on Black Friday are projected to increase 1.9 per-
cent from 2009 to $11.7 billion. The overall Thanksgiving week-
end expenditure is expected to grow 3.4 percent to $41.7 billion.
• Cyber Monday sales are expected to grow 13.2 percent.
• Overall holiday sales are expected to rise 3.6 percent from
last year, totaling $59 billion. Electronics are expected to be the
strongest growth category increasing 7 percent.
• IBIS says it expects luxury shopping will return. The com-
pany is projecting jewelry sales to be up 6.1 percent from 2009.
• Apparel is projected to grow 0.1 percent from 2009.
• Food expenditure is expected to increase 1.8 percent to $5.1
billion. Spending on decorations, obviously highly discretionary,
is only expected to rise 0.5 percent.
• Christmas tree sales are expected to increase their revenue
4.4 percent.
citi/hart research
associates holiday survey says. . .• 42 percent of households making less than $50,000 annual-
ly plan to decrease holiday spending.
• 40 percent of households earning $50,000–$75,000 annual-
ly plan to decrease holiday spending.
• 37 percent of households earning $75,000–$150,000 annual-
ly plan to decrease spending.
• Three in 10 Americans making more than $150,000 annual-
ly plan to decrease spending.
• Those living in the South plan to spend an average of $987
on holiday shopping.
• Residents in the Northeast plan to spend $917.
• Residents in the Midwest plan to spend $900.
• Residents in the West plan to spend $778.
Do you think Santa Claus reads marketing statistics? Who leaves himthe best cookies? Is it households in the Northeast earning $50,000
or less? Or does he fare better in a Midwestern household of$150,000-plus? How does the quality and quantity of the cookies
compare to the carrots left for the Easter Bunny?
