royaltie$, december 2011
DESCRIPTION
Royalties is a monthly magazine highlighting the hottest trends in the licensing industry.TRANSCRIPT
Features
16 eating Out at Homeby Laurie Leahey
18 Food and beverage:
product presentationby Laurie Leahey
20 Deceased celebrities:
Legends Live Onby Jennifer Lynch
22 Deceased celebrity Licensing:
product presentationby Jennifer Lynch
24 performance and style merge
in Outdoor Licensingby Chris Adams
26 Outdoor Licensing: product presentationby Chris Adams
Departments4 Observations & Opinions
6 The Ticker
8 Real Deal
10 On the Radar
12 Royaltie$ Marketplace: Focus Brands’ Cinnabon
14 Mavericks in the Market: Ross Misher, Brand Central
28 You’re Hired!
30 Calendar of Events
ON THIS PAGE (FROM THE LEFT): MODA signed BBC International as a licensee to create the
Bushnell Footwear offerings. Scene from My Week with Marilyn,a film that lets fans experience the glamour the late actress
(played by Michelle Williams) once alluded on screen. Photo byMilton H. Greene and Joshua Greene and provided by TheWeinstein Company. Bruce Lee Enterprises teamed up withRound 5 to create figures. Licensing Link brokered a deal
between White Castle and Changes for T-shirts.
ON THE COVER:Inventure Foods partnered with Nathan’s Famous for a
ready-to-eat line. Shown here is Nathan’s Famous Chili CheeseFries. The Licensing Group represents Welch’s. Shown here is an
antioxidant fruit blend. IHOP, in conjunction with The ValenGroup, announced the launch of IHOP at HOME Syrups.
Broad Street Licensing Group represents O’Charley’s for licensing.Focus Brands represents Moe’s Southwest Grill.
December 2011Vol. 6, No. 6
ROYALTIE$
DECEMBER 20114
The year 2011 is about to come to
a close and for many in our busi-
ness, it couldn’t be soon enough.
But for aNb Media and Royaltie$ it has
been a stellar year and we are looking
forward to another in 2012.
Why the optimism? It’s mostly be-
cause our little company is quickly be-
coming a media juggernaut. What began
in 2005 as a publishing company printing
trusted trade publications for the toy and
licensing industries, now has two web-
sites and three successful press events.
Our consumer website, www.timeto-
playmag.com, has become the trusted source
for accurate information on toys and play.
The site, coupled with our weekly web TV
show and Twitter game show, has the Time
to Play community growing every day.
After producing two noteworthy press
events under the Time to Play banner, we
added a third this past summer with the
Royaltie$ Brand Showcase (RBS), which
also got off to a great start with 21 com-
panies representing 42 brands and more
than 60 members of the media in atten-
dance. Like our Time to Play events, RBS
is for media only. However, RBS show-
cases all categories of products that con-
sumers will see on the shelves during the
holiday shopping season. After all, not all
toys are for kids. More than 50 long-lead
reporters for gift guides as well as blog-
gers and traditional press were on hand in-
cluding access Hollywood, the New york
Post, Gifts.com, in Style, and About.com.
With year one under our belts, we expect
the press attendance to grow in year two
and for RBS 2012, which takes place July
24, to sell out quickly since the space is
limited to 25 companies.
Not to be forgotten, Royaltie$ and
toyS & Family eNteRtaiNmeNt still main-
tain their positions as the top trade maga-
zines in their respective fields. However,
the toy and licensing industries change on
a daily basis. In order to give our audi-
ence more timely information, we have
our trade website, www.anbmedia.com,
which brings those who have registered
twice-weekly news blasts that have be-
come a staple for the key decision mak-
ers in both industries.
We fully expect this pace to continue
in 2012. This kind of growth does not
come without growing pains. We allevi-
ated one of those growing pains by ex-
panding our office space. We have just
taken over the office space adjacent to our
current headquarters, which will house a
2,000-square-foot studio and storage fa-
cility early next year.
The team at aNb Media has a lot to be
thankful for. We would like to wish
everyone a happy holiday season and a
healthy and prosperous 2012.
ANB MEDIA WELCOMES 2012WITH NEW OPPORTUNITIESby 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]
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 six times per year by aNb Media. Copyright 2011 aNb
Media. All rights reserved. No part of this publication may be reproduced or
transmitted in any form, or by any means, electronic or mechanical, including
photocopy, 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 in
this publication by editors, contributing writers, or solicited or unsolicited
documents are not necessarily those of Royaltie$ management.
www.aNbMedia.com
ROYALTIE$
DECEMBER 20116
BarBie and Stardoll Partner for faShion dollSMattel’s Barbie and stardoll have partnered to bring the world of virtual dress-up
and online play to life with the stardoll by Barbie line of collectible fashion dolls. the
partnership marks the stardoll brand’s first foray into translating its online fashion por-
tal into physical dolls, allowing fans to explore the world offline.
the stardoll by Barbie collection will feature eight new fashion dolls, based on
four of the most popular virtual stardoll stores in starplaza. Inspired by stardoll avatars, stardoll by Barbie dolls come packaged mirroring
signature avatar poses. each doll features details such as rooted eyelashes, a unique face and body sculpt, as well as a distinct style, for an
authentic stardoll play experience.
Marvel entertainMent SignS Bravo SPortSBravo sports has partnered with Marvel entertainment to produce a variety of spider-Man-
themed outdoor recreation products featuring the classic comic book Spidey and imagery from the
recent theatrical franchise. Bravo sports will manufacture and distribute the licensed products,
including 21-inch and 28-inch skateboards and convertible skates, for target and toys “R” us,
expected in stores in January.
annoying orange headS to aMuSeMent ParkSthe collective has signed with amusement industry supplier nanco for a line of toys inspired by
the Annoying orange. the deal was brokered on behalf of the collective by the Joester loria
Group, the licensing agent for Annoying orange.
the new product line will consist of Annoying orange plush toys with a range of characters, facial
expressions, and sizes. the plush toys will include sound chips with puns and sayings from the show.
the line debuted at the International Association of Amusement parks and Attractions (IAApA) trade
show in orlando, fla. the initial product launch will be followed by full-size Annoying orange basketballs and additional line expansions
including pear, Midget Apple, Marshmallow, Grandpa lemon, and passion fruit.
entenMann’S introduceS cookBook and aPPentenmann’s has teamed up with parragon Books to publish its first baking book,
Entenmann’s Big Book of Baking. the collection of more than 140 recipes includes
entenmann’s favorites as well as new ideas, such as the “Almost Homemade” section fea-
turing recipes incorporating entenmann’s classic products. the recipe selections are the
result of a contest held on entenmann’s facebook page. the book launched in september and
its corresponding entenmann’s Home Baking app is now available for the ipad. the collab-
oration was brokered through the Joester loria Group, entenmann’s licensing agency.
A RecAp of IndustRy HeAdlInes
for More news, Visit www.anbMedia.com • sign up to Receive fRee Weekly news Blasts
Prima Toys signs souTh african Deal for ZhuZhu PeTs
Lisle International Licensing announced the appointment of Prima Toys as the master toy licensee for ZhuZhu Pets in South Africa. The
deal, arranged by Lisle’s South African sub-licensing agent Character Licensing & Marketing (CLM), will see various new ZhuZhu Pets cat-
egories in the territory. Under the agreement ZhuZhu Pets will add to its portfolio with merchandise from various categories including pub-
lishing, plush, mini collectibles, and arts and crafts.
Warner Bros. consumer ProDucTs unveils haPPy feeT TWo licensing
Warner Bros. Consumer Products (WBCP) has assembled a global collection of licensees in celebra-
tion of the animated family comedy adventure Happy Feet Two. Thinkway Toys, the global master toy
partner for the property, has built upon its existing Happy Feet line and created Happy Feet Two products,
including Dancing Erik, Boadicea, and Ramon. The toys feature state-of-the-art dance moves, interactive
play features, music, and a talk-back mode that allows the toys to speak and dance. The line also features
several sizes of soft, huggable plush based on the main characters in the film, a musical dance playset,
collectible figurines, wind-up toys, a bucket ’o’ penguins, an icebergs playset, and more.
U.S. licensees include Rubie’s Costume Co. (costumes), Pressman Toy (interactive games), Build-
A-Bear Workshop (collectible plush), MeadWestvaco (themed calendars), Hallmark (decorative orna-
ments and party supplies), Anagram International (party décor), Penguin Children’s Books (books inspired by the film), CSS Industries (gift
wrap, writing instruments, and stickers), Bakery Crafts (baked goods), and Trends International (posters). International licensees include
Fujifilm (limited-edition digital and disposable cameras), French fast food chain Flunch (figurine premiums), Albin Michel (books and stick-
er activities), Kinder Sopressa (confections), and national retailer Nucleo (apparel collection and holiday promotion).
maD engine TaPPeD as reDakai aPParel ParTner
Cartoon Network Enterprises (CNE) signed Mad Engine as its lead apparel partner for Spin Master Ltd.’s boys’ action property Redakai.
Through the agreement a full range of boys’ T-shirts, fashion tops, tank tops, pullovers, and zip fleece in all print applications and fabric tech-
niques will launch across all tiers of retail in spring 2012. The addition of the upcoming Mad Engine apparel line builds on the launch of Spin
Master’s trading card game and the debut of Redakai: Conquer the Kairu on Cartoon Network.
kiDZ BoP Teams WiTh harPercollins anD rca recorDs for siTe’s firsT fan Pages
Kidz Bop has teamed up with HarperCollins and RCA Records to debut the website’s first official fan
pages, which allow kids to establish a fan base through a social application in which they can interact with
brands and other kids with similar interests. HarperCollins debuted its Book of the Month Club Fan Page, fea-
turing tabs that allow kids to read an entire HarperCollins book each month for free, exclusive Q&As to inter-
act with authors, and games featuring new HarperCollins books.
Kidz Bop also teamed with RCA Records to create dedicated fan pages for some of its artists. The launch
of the Kelly Clarkson Official Fan Page coincided with the release of her latest album, Stronger. Kids can lis-
ten to a sample of her new album and ask her questions in an exclusive video Q&A. Nashville pop rockers Hot
Chelle Rae also launched an official fan page timed to the release of their new album Whatever.
ROYALTIE$
DECEMBER 2011 7
Thinkway Toys’Dancing Erik
ROYALTIE$
DECEMBER 20118
FireFly Brand ManageMent and geddes group
The Geddes Group has signed Firefly Brand Management as its international licensing agency for international photographer Anne Geddes.
Geddes is known for her iconic style of children’s portraiture as well as her artistic images of nature and pregnancy. The first issue of Geddes’s
English-language digital magazine, My Pregnancy: A Woman’s Story, which combines her images with stories told by the diverse women she’s
photographed, launched worldwide in November and the My Pregnancy project is expected to come to the U.S. Through the new partnership,
Firefly Brand Management and Geddes Group hopes to introduce Geddes’ work to new audiences of women, girls of all ages, and the next gen-
eration of mothers around the world.
Cplg and the Bridge direCt
Cookie Jar Entertainment and its licensing arm CPLG launched a new Richard
Scarry’s Busytown toy line through a partnership with The Bridge Direct. The new toy
line, based on the iconic animal characters and whimsical vehicles from the world of
Richard Scarry, includes Busytown playsets, plush, vehicles, and figure packs. The line
is now available at Toys “R” Us stores nationwide, as well as FAO Schwarz Fifth Av-
enue in New York City and online at www.Toysrus.com and www.FAO.com.
Boo2yoo and MeMBrain liCensing
ZombieZoo and owner Boo2Yoo, Inc., will expand the ZombieZoo line with a new multi-platform licensing and media program led by mem-
Brain Licensing, LLC. memBrain Licensing will work with ZombieZoo creator Neecy Twinem to develop new multi-platform licensing, media,
and promotional opportunities for the brand. ZombieZoo is a line of zombie plush styled for little monster lovers. memBrain Licensing is ac-
tively seeking new strategic licensing partnerships for the brand and spearheading the brand’s creative strategy and development to create a com-
pelling consumer products collection at retail.
hasBro inks new international deals
Hasbro Global Licensing reached an agreement with Spearmark to make Transformers Prime and My Little Pony
back-to-school and household items, such as lunchware, drinkware, and lighting. These items will be available in the
summer of 2012 in the UK and Ireland.
Hasbro signed a licensing agreement with Universal Cycles Ltd. to bring to market skates, bikes, helmets, and other
accessories based on the Nerf brand. The new outdoor recreational goods will expand the current line, which includes
Nerf-licensed skateboards and scooters. Universal Cycles’ Nerf range will be sold exclusively at Toys “R” Us in Pan-
European markets now through spring 2012. Ingo also signed on to create Nerf-branded electronic accessories. Prod-
uct will be available this winter in Spain and reach the rest of Europe spring 2012.
Beanstalk signs sMith & Brooks, Belltex
Beanstalk has secured two new licensees for Talking Friends, the app from Outfit7 which fea-
tures Talking Tom Cat. Smith & Brooks will develop a range of Talking Friends children’s ap-
parel and nightwear for the UK. Pan-European licensee Belltex is currently launching a line of
Talking Friends children’s bedding and home décor across Europe.
MuhaMMad ali EntErprisEs signs nEw dEalsMuhammad Ali Enterprises has signed two new deals for the Muhammad Ali property. Liquid Comics
will produce a graphic novel for worldwide distribution, and Tailgate Clothing will offer licensed Muham-
mad Ali T-shirts, available in the U.S. and Japan.
warnEr Bros. ConsuMEr produCts and wondEr ForgEWonder Forge signed an agreement with Warner Bros. Consumer Products (WBCP) for licensing
rights to DC Super Friends and Justice League properties. The multi-year agreement includes tabletop
game development in the U.S. and Canada, beginning with the launch of DC Super Friends games in
fall 2012, followed by a line of Justice League games in 2013. Tabletop games will feature DC Comics
characters such as Superman, Batman, The Green Lantern, Wonder Woman, and The Flash. DC Super
Friends games will be tailored to preschool-age children, while Justice League games will be designed
for ages 8 and up.
CopCorp liCEnsing signs nEw happy Bunny dEalsCopCorp Licensing announced new deals for Jim Benton’s It’s Happy Bunny in Mexico and the U.S. The new deals include Industria Dan-
pex S.A. de C.V. and Danpex for It’s Happy Bunny binders, files, portfolios, folders, notepads, notebooks, diaries, address books, journals, cal-
endars, agendas, planners, and pencil cases for the Mexican market. The deal was brokered by Licensing & Promotions LATAM, the It’s Happy
Bunny appointed agency for Mexico and parts of Latin America. In the U.S., Illinois-based Carousel Checks was granted rights to make and
market It’s Happy Bunny “Build Your Own” checks, check covers, and address labels. This deal was brokered by CopCorp Licensing.
hillBilly Brand signs Mad EnginEHillBilly Brand, Inc., entered a licensing agreement with Mad Engine, Inc., granting Mad Engine the rights to market a line of HillBilly Brand
fashion apparel in North America. Building on the success of the HillBilly Brand at live events and the exposure generated through multiple air-
ings on the ABC television series Shark Tank, Mad Engine plans to market the brand through both mass and specialty retailers, offering a com-
plete apparel line for men, women, and children.
Jakks signs dEals For winx and MonsunoJakks Pacific, Inc., signed Funtastic Limited to market and distribute the Winx Club toy line
in Australia. Jakks’ Winx Club product line is scheduled to launch in Australia, North America,
Latin America, and the UK in fall 2012 to coincide with the premiere of the new CG-animated
episodes of Winx Club on Nickelodeon. The line will span multiple categories including dolls,
playsets, roleplay, dress-up, and Halloween costumes.
Jakks also entered an agreement with Planet Fun for Monsuno for the New Zealand territory and
Prima Toys for the South African territory.
douglas CoMpany and sCholastiC MEdiaDouglas Company signed a licensing agreement with Scholastic Media to produce Clifford The Big Red Dog plush products. The new line
will target specialty toy and gift stores in the U.S. and Canada in 2012 to coincide with Clifford’s 50th anniversary and a new live show for the
property, A BIG Family Musical.
ROYALTIE$
DECEMBER 2011 9
Winx Club
ROYALTIE$
DECEMBER 201110
New products, new deals, and newtrends this month in the licensing industry.
Wine Gets Fashionable Banana Republic and Clos du Bois Winery will introduce
limited-edition wine bottles with festive labels designed by
Banana Republic creative director Simon Kneen. Retailing for
under $20, Kneen’s hand-sketched labels embellish Clos du
Bois’ two most popular wines—the North Coast Chardonnay
and the North Coast Cabernet.
A specialized QR code on each label offers consumers a
one-stop shop for party planning, including a holiday party
soundtrack, style tips from Kneen, entertaining advice from
lifestyle expert Katie Lee, and food and wine recommenda-
tions from Clos du Bois winemaker Gary Sitton.
HIT Teams Up With P2Games for New Apps
HIT has teamed up with P2
Games to develop and publish
the first mobile gaming app
for Bob the Builder and
Fireman Sam for iPhone,
iPod Touch, and iPad. Both
apps launch in Apple’s
iTunes App stores world-
wide this winter, with the
prospect of Android and
other mobile platforms to follow. The Fireman Sam app is
inspired by the TV show and features six Fireman Sam games
in which players take on the role of a fire cadet in training.
Disney Wedding CollectionAdds Favors and Gifts
Kate Aspen, the
designer and manu-
facturer of wedding
favors, has created
the Disney Fairy
Tale Weddings
favor and gift col-
lection in collabora-
tion with Disney
Consumer Products.
The collection
will feature 10
designs. One exam-
ple from the collection includes a set of white ceramic lovebird salt
and pepper shakers inspired by Disney’s Sleeping Beauty.
New Pandora Head Unitfor Driving
Pandora has teamed with Clarion, a manufacturer of car,
TV, and multimedia systems, to create a unique Pandora-
ready CZ202 model head unit. The CZ202 transfers control of
the Pandora smartphone app to the head unit in the car dash-
board. Using controls on the radio unit, a driver can access
their personalized Pandora radio stations and refine them
using thumbs-up and thumbs-down controls on the head unit.
ROYALTIE$
DECEMBER 2011 11
Major League Soccer SignsGame Time Watches
Game Time Watches announced a two-year licensing agreement
with Major League Soccer (MLS) and Soccer United Marketing
(SUM). Under the agreement, SUM will grant Game Time the right to
use MLS team and
tournament marks in
the manufacturing, dis-
tribution, sale, adver-
tising, and promotion
of the licensed Game
Time merchandise.
Game Time allows
customers to place
their favorite team’s
logo on a multitude of
different watch styles.
Game Time offers officially licensed sports watches from the NFL,
NBA, NHL, NCAA, NASCAR, and now MLS.
KISS Partners for Las VegasAmusement Attraction
Live Nation Entertainment partnered with Monster Mini Golf to
create KISS by Monster Mini Golf, a rock ’n’ roll-themed Las Vegas
amusement attraction. The attraction will include an indoor glow-
in-the-dark, custom-designed 18-hole miniature golf course, an
arcade, the largest KISS gift shop in the world, a gallery, the Hotter
Than Hell wedding chapel, a private VIP room, themed event
rooms, and the Rock ’n’ Roll All Nite café. A live
DJ will entertain visitors with continuous KISS
music, trivia, contests, and prizes.
The walls of the venue will be adorned with
KISS fan photos, with pricing determined by place-
ment and size. The attraction will open in January
2012 across from the Hard Rock Hotel and Casino at
the shops at Harmon Square.
Dub Magazine and ToyState Create New Toy Line
Dub Magazine, an authority on custom car culture, and Toy
State, a manufacturer of lights-and-sound toy vehicles, have teamed
up to create the new Dub Garage line of customized toy vehicles.
Designed for young car enthusiasts ages 6 and up, the Dub
Garage line combines Toy State’s lights and sound features and
Dub’s signature wide-body style cars to each custom toy vehicle.
Each toy is equipped with Dropstars or Twenty Inches Strong (TIS)
rims, realistic Pirelli tire treads, Eibach suspension kits, and Borla
exhaust sounds. Kids can choose from a variety of cars with play
features including Blazerz’ eye-catching light show, the mixing
decks and realistic scratch sounds of D-Jayz, or Control Freakz, the
full-function R/C car with a light-up turbo drive mode, real car
sounds, and a Dub custom-styled remote controller.
Plush Sings Song from HitCBS Comedy
Ripple Junction, a licensee for Warner
Bros. Consumer Products, has created the
Soft Kitty Singing Plush, which sings the
popular “Soft Kitty Song” from the comedy
television show The Big Bang Theory. The
pink and grey plush kitty is 10 inches
long and made of polyester fiber.
Press the button on its paw to hear the
“Soft Kitty Song.” Soft Kitty is currently
available at online retailer Stylinonline.com.
Batteries are included.
ROYALTIE$
DECEMBER 201112
In 1985, Seattle restaurateurs Rich and Greg Komen wanted to create something that no
one else had done before. They not only wanted to create the world’s greatest cinnamon
roll but also build a business around it. And after three months of testing the company’s
original Cinnabon and its signature filling became a reality, with the help of local Seattle
baker Jerilyn Brusseau and the high-quality Indonesian Makara cinnamon, which uses a spe-
cial grinding process to preserve the oils and enhance the aroma and taste of the spice.
That same year, the Komens opened the first Cinnabon bakery in SeaTac Mall in Seattle,
serving up its Cinnabon Classic cinnamon rolls. The Cinnabon franchise has since expanded
its presence worldwide and updated its menu to include the Minibon, Caramel Pecanbon,
Cinnabon Stix, CinnaPacks, and Cinnabon Bites. Cinnabon also launched its first beverage
MochaLatta Chill in 1988, followed by the CarmeLatta Chill, and more recently its Chillat-
tas frozen beverage line. Cinnabon now operates more than 800 fran-
chised bakeries in more than 30 countries, including its first
international location in Canada, which opened in 1988.
Awareness of the Cinnabon brand has also made its way into pop
culture over the years, through events such as Jerry Seinfeld’s stand-
up routines. A South Carolina man also made a proclamation of
love to his new bride in 1999 by ordering the world’s tallest
Cinnabon as their wedding cake. This drew media attention from
CNN as well as local TV stations.
In 2002, the brand launched its first licensed product, Cinnabon
cinnamon bread, after its then owner AFC Enterprises, Inc., en-
tered an agreement with Sun-Maid Growers of California. The
company was then acquired in 2004 by the Roark Capital Group,
combining the brand with Carvel Corporation
and divisions of Seattle’s Best Coffee to
form Focus Brands, Inc. Focus Brands
has fostered the brand through contin-
ued expansion beyond its original
mall-only locations and licensing.
Today, Cinnabon currently has more
than 60 SKUs in the marketplace
from 20 licensees.
Fast Facts
• The Cinnabon recipe
took more than 1,000
attempts to perfect.
• The Food Network
named Cinnabon the No.
5 Top Sugary Seduction.
• Virginia Tech is the
only college with a
Cinnabon Bakery on
campus.
• Enough International
Delight Cinnabon-
flavored coffee creamer
has been consumed in
2011 (660,000 gallons)
to fill an Olympic-size
swimming pool.
• Cinnabon opened its
first franchise location
in Iraq in 2005, located
at Camp Victory North
in Baghdad.
by Jennifer Lynch
Focus Brands’ cinnaBon
ROYALTIE$
DECEMBER 2011 13
internationaL deLigHt
International Delight offers a Cinnabon-
flavored coffee creamer, sold in pint and quart
sizes, available in grocery stores nationwide.
Cream of
WHeat
Cream of Wheat pro-
duces a line of Cinnabon-
flavored instant hot
breakfast cereal. Products
can be found in grocery
stores nationwide.
PiLLsbury
Pillsbury features a line
of cinnamon-flavored re-
frigerated dough products
made with Cinnabon cin-
namon. Products include
items such as Pillsbury
Grands! and Pillsbury
Toaster Strudel, available
nationwide.
KeLLogg’sKellogg’s currently offers two flavors of Cinnabon
breakfast and snack
bars as well as
branded cereal and
frozen pancakes.
Products are avail-
able throughout the
U.S., Canada, and
Mexico. Kellogg’s
and Cinnabon are
continuing to seek opportunities to expand the line and
their partnership.
Hanna’s CandLes
Hanna’s Candles produces a line of seasonal
Cinnabon-scented candles in a variety of sizes and pack-
ages. Scents include Classic Roll and Caramel Pecanbon.
Candles can be found at select retailers including Ace
Hardware, Publix, Winn-Dixie, and Meijer’s.
Lender’sLender’s partnered with Cinnabon this year
to produce a refrigerated Cinnabon bagel.
Bagels are currently available at Walmart
with expansion planned for other retailers.
ROYALTIE$
DECEMBER 201114
Ross Misher, Ceo and founder of
Brand Central, says he shares the
same business philosophy as
abraham lincoln—“things may come to
those who wait, but only the things left by
those who hustle.” Misher doesn’t sit around
and wait. When he started out working as a
talent agent for the William Morris agency,
he quickly realized he was more interested in
the business side of the industry and hustled
to make a change. But when a family friend
approached him about working in licensing,
Misher admits he didn’t even know the field
existed. “no child says, ‘one day, i want to
be a doctor, lawyer, or licensing agent,’” he
says. Yet, he seized the opportunity to tap
into a passion he long held for how brands
can interact with consumers.
Following an introduction at Marvel
entertainment, Misher became a sales coor-
dinator for Marvel Consumer Products. the
entrepreneurial environment of Marvel in
the early 1990s allowed Misher to work
across key categories and learn how to ana-
lyze each one for the market. he also
launched Marvel’s sporting goods division,
built up its publishing business, and helped
the company move into the digital age
through the Cd-Rom.
after more than three years there, he
moved on to work for disney Consumer
Products (dCP), where he oversaw product,
marketing, and retail programs. serving as a
division merchandise manager on disney’s
retail team, Misher helped disney’s U.s. toy
and sporting goods sales revenue reach $160
million. For Misher, his work at disney was an
invaluable experience. “[it] taught me how to
negotiate from a position of strength and build
strategic partnerships,” he says. he then went
on to gain knowledge in the digital space when
he helped launch WeddingChannel.com,
building up the site’s e-commerce partnerships
with companies such as Williams-sonoma,
tiffany & Co., Crate & Barrel, and others.
these positions however were merely a
lead-up to Misher’s greatest business
endeavor—starting his own full-service
licensing agency. “i saw an opportunity in
the marketplace to launch a ‘Brand Central,’
a place where brands and licensees could
come together to find fresh, unique opportu-
nities that went beyond the traditional stu-
dios and mainstream corporate brands,” he
says. When Brand Central launched in 1999,
the company started in the corner of
Misher’s apartment living room at the
height of the internet bust. But Misher was
determined, narrowing in on a niche in the
market others had overlooked.
at the time, there were few licensing
agencies on the West Coast, and all had dis-
regarded critical markets for entertainment
and corporate brands. People told him that
only films could do successful licensing, not
tV networks, and that signing celebrities
would only lead to merchandise deals that
didn’t expand beyond Japan.
he proved his critics wrong. among the
first clients he signed to Brand Central were
activision, Miramax, and Revlon. Misher
attributes this to what he says is his true driv-
ing factor in the industry—relationships.
“almost every week [i’m] strategizing with a
client, pitching a retailer, meeting a licensee,
or attending a trade show,” he says. “i recent-
ly explained to a junior team member that mil-
lion dollar deals are not done on Facebook or
linkedin.” at the end of the day a deal has to
be a win-win for all parties, he says. “We are
always transforming and adapting to the mar-
ketplace as consumer tastes change, the retail
landscape shifts, and trends evolve,” he says.
Brand Central was the first agency to
launch events with upscale celebrity bou-
tiques, such as with Kitson in 2005 for the
archie comic brand event “are you a Betty
or are you a Veronica?” now with more than
200 licensees across its portfolio, Misher and
his team are working to expand the agency
beyond the traditional model, developing its
own brands and properties, working on retail
distribution for clients, and more. the com-
pany is also exploring opening an east Coast
office in new York. some of the biggest pro-
grams Brand Central is focused on are for its
wellness and better-for-you properties such
as eco-home brand seventh Generation. it
also brokered a new deal for Mott’s with
Beech-nut for a line of healthy baby food
and toddler snacks.
“the key to our success is that we don’t
see ourselves as an agency but as a partner to
our clients,” he says—an outlook that is sure
to carry him well into the licensing future.
by Jennifer Lynch
Ross MisherBrand Central
Los Angeles, CAPhone: (310) 268-1231
Email: [email protected]
Ross MisheR, Ceo, BRand CentRal
These days when a family wants to
enjoy a meal from their favorite
restaurant, they don’t have to go to
that restaurant to get the food. Restaurant
brand licensing is nothing new, but over the
past year it has become more prevalent and,
some say, necessary for a restaurant’s bottom
line. The economy has affected the way
Americans spend their money, with more
people choosing to stay at home instead of
going out. “It’s a very different marketplace
out there in the food world,” says Bill Cross,
vice-president of restaurant and food brand
licensing at Broad Street Licensing Group. At
the National Restaurant Association Show in
May, Cross spoke about the importance of
restaurant chains having retail strategies.
“The American consumer has become very
pleased with being able to have choices all
the time from numerous outlets,” he says,
“and you can no longer say ‘We don’t want
our brand at retail because it will cheapen the
brand or dilute the brand’ or any of the other
excuses that we hear.”
Though there are many restaurant brands
that have embraced licensing, some restau-
rant chains still aren’t convinced of licens-
ing’s benefits. A common misconception is
that selling licensed products elsewhere will
take customers away from the restaurant.
“That’s not true because the traffic [to restau-
rants] has dropped anyway,” says Meyer
Janet, president of Design Plus. “A lot of peo-
ple aren’t dining out anymore, and you want
them to replicate that experience at home. If
you have signature dishes, you can do a real-
ly good job by getting them onto the freezer
shelf of the local supermarket. Regional
chains can get national coverage by getting
product in at retail and that can drive fran-
chise efforts.”
In fact, one of the main goals of a restau-
rant brand licensing program is to drive traf-
fic back to the restaurant. Michael Dresner,
CEO of Brand2 Squared Licensing, a division
of Peppercom Strategic Communications,
says that after reinforcing its core brand equi-
ties (tagline, energy from the restaurant, and
flavors from the menu) through licensing,
T.G.I. Friday’s next goal is to drive con-
sumers back to the restaurant. “One of the
key goals in strategic licensing for Friday’s is
to maximize our share of the dining-out expe-
rience,” Dresner says. “Strategic licensing
will be leveraged by the brand to inspire that
consumer to visit more frequently.”
Licensing offers many opportunities for
driving traffic back to the restaurants. “The
real sweet spot is when the licensee and the
core brand can do some cross-promotional
tie-ins—maybe cross-couponing or some-
thing like that—because that really benefits
both of them,” says Nell Roney, president of
Nancy Bailey & Associates, a division of
Beanstalk. She suggests adding a coupon on
a restaurant-branded food product for a free
appetizer or side dish to be used the next time
the consumer visits the restaurant.
Carvel, which is represented by Focus
Brands, will be doing cross-promotions with
a toy licensee next year. (Focus Brands was
unable to disclose the licensee’s name at
press time.) Cara Becker, vice-president of
consumer products licensing at Focus
Brands, says that while the economy may
keep people away from restaurants, it doesn’t
keep consumers from wanting the restaurant
experience. “[Restaurant brands] recognize
they still need to have products that are rele-
vant to consumers’ lives, drive value, and
apply to more consumption occasions than
just going to a restaurant,” she says.
Most restaurants engage in food-to-food
licensing, bringing signature dishes or flavors
to food items that consumers can buy in gro-
cery and other retail stores. However, with so
many restaurant brands in the marketplace,
brands need to be strategic in finding unique
opportunities. “There are fewer and fewer
areas where a restaurant can enter now
because so many restaurant brands have
entered,” says Janna Markle, vice-president
of strategic brand licensing, The Valen
EATING OUT AT HOME
ROYALTIE$
DECEMBER 201116
by Laurie Leahey
Because Old Bay Seasoning is typicallyused on seafood, Nancy Bailey & Associates is
looking to expand the Old Bay brand into a lineof kitchen tools that consumers can use when
cooking seafood with Old Bay.
ROYALTIE$
DECEMBER 2011 17
Group. “You have to look for the white space
where there is still an open opportunity for a
brand. With IHOP, no one had tapped into
breakfast, so we were really able to carve out
that space for IHOP as a unique restaurant
brand in the breakfast category.”
A restaurant brand can also find unique
positioning within non-food categories. It’s
not just the food but the entire restaurant
experience that allows a brand such as T.G.I.
Friday’s to find a point of difference in
the housewares category. “The team
at Friday’s believes that categories
such as mixed beverage recipe books,
kitchen electrics, bar tools, glassware,
bar games, and even barbecue tools create
consumer experiences that overlap with the
Friday’s feeling,” says Brand2 Squared’s
Dresner. “These are categories enjoyed in-
home, but they are close reminders of the
restaurant brand we are constantly building.”
Food & Beverage Brands FindNew Opportunities
Even with a strong focus on bringing
restaurant brands to licensing, non-restau-
rant food and beverage brands are still see-
ing licensing activity. Like restaurant
brands, food and beverage brands are using
the economy as an opportunity to grow
business in different ways. “The economy
has had an impact on our clients’ core prod-
ucts with commodity prices skyrocketing
and consumers pulling back on discre-
tionary spending,” says Ross Misher, CEO,
Brand Central. “We are finding that
licensees are looking for ways to differen-
tiate and offer unique, exclusive items to
retailers, which do not have to directly
compete on price or private label.
Licensing is a great vehicle to set products
apart in a competitive market.”
Allison Kopcha, executive vice-president
of The Licensing Company North America,
says that consumers are eating more at home
and also shopping for food for their home in
new channels. “We’ve seen the rise in these
areas, specifically in channels including
mass, club, and dollar stores,” she says. “This
is presenting wonderful new opportunities to
either give existing partners alternative or
new distribution rights. In some cases,
because of the dollar club channel, [retailers]
like a product, but they need a new SKU or
something that works at a different price
point. It’s definitely opened new doors for us
and our partners.”
However, creating something new
and unique is just the first step. There
are many licensed food and beverage
brands competing for shelf space, and
most retailers aren’t looking to take
risks. “In this economic environment
[licensing] seems to be working better with
the stronger brands because as retailers do
some SKU rationalization and try to take as
little risk on their side as possible, they’re
looking to those brands that they know the
consumers are very loyal to and trust and
purchase,” says Cara Baribeau, managing
director, president, and co-founder of IMC.
“[Retailers] are more open to licensed
products from those types of brands. It’s
really difficult for lesser-known brands.”
With so many brands—restaurant, food,
and beverage—in the marketplace, Focus
Brands’ Becker says eventually there will be
a shakeout. “I think you’re really going to see
consumers focus in on products that not only
resonate but also deliver increased value,”
she says. As with other licensing categories,
it’s not enough to simply have a great brand.
Licensed food and beverage products need to
offer consumers the flavor and experience of
the core brand in new and unique ways.
above: The Valen Group found aunique place at retail for IHOP with frozen
breakfast foods from licensee GoldenCounty Foods. below: A variety of Moe’sSouthwest Grill-branded food items,
including salsa from Cedar’s, is available inBJ’s Wholesale Club stores.
THE VALEN GROUPIHOP announced the launch of new IHOP at HOME Syrups, a full of line
of syrups featuring signature Rooty Tooty Fresh ‘N Fruity Strawberry and
Rooty Tooty Fresh ‘N Fruity Blueberry, as well as three varieties of Maple: original, lite, and
sugar-free. IHOP partnered with Sorbee International to produce and distribute the IHOP-
inspired syrups nationwide at grocery and mass retail locations.
FOOD AND BEVERAGE
ROYALTIE$
DECEMBER 201118
by Laurie Leahey
DESIGN PLUSIn June, licensee Sunstorm Interactive released an app for ICEE. The free app, ICEE Maker, lets players create and
decorate their own ICEE mixes. Within the app, players can unlock all decorative elements for $2.99. There is also a
Halloween edition of the game. Sunstorm Interactive also launched the ICEE Arcade app, which features ICEE-themed
arcade games, such as ICEE Claw Machine and ICEE Gumball.
BROAD STREET LICENSING GROUPBroad Street Licensing Group represents two regional restaurant brands: Ninety Nine and O’Charley’s.
The agency recently launched ice cream for O’Charley’s with licensee Dean Foods and is in active discus-
sions with several companies for licensed salad dressings.
THE LICENSING COMPANYIn June, The Licensing Company announced two new licensing partners for the Welch’s brand in the U.S. and
Canada. Nature’s Touch Frozen Foods, Inc., developed five Welch’s-branded frozen fruit combinations, including
raspberries, wild blueberries, strawberries, a four berry mix, and an antioxidant fruit blend. Items hit retail this fall.
Frankford Candy created fruit-filled licorice in concord grape and strawberry flavors. Frankford will expand the
Welch’s confectionary line in 2012 with additional products.
The economy has caused restaurant brands and other food and beverage brands to find newopportunities to reach consumers through licensing. Below are some of the latest licensedproducts from several restaurant, food, and beverage brands.
BRAND CENTRALBrand Central secured a licensing partnership between Mott’s and Beech-Nut for baby
foods featuring Beech-Nut purees co-branded with Mott’s applesauce. The new line is made
with natural ingredients.
ROYALTIE$
DECEMBER 2011 19
BRAND2 SQUARED LICENSINGIn August, T.G.I. Friday’s secured Brand2 Squared Licensing, a division of Peppercom Strategic
Communications, to seek new licensees to create food and beverage products that offer a consistent flavor
profile with the Friday’s menu, as well as home goods, such as bar equipment and glassware.
NANCY BAILEY & ASSOCIATESFor the Nesquik brand, Evriholder Products will create new housewares products that kids can
use when drinking Nesquik. Evriholder Products also released a Wonder Bread De-Cruster Crust
Cutter, a follow-up to the company’s popular Wonder Bread Sandwich Container.
COCA-COLATo celebrate its 125th birthday this year, Coca-Cola partnered with Assouline for a Coca-Cola coffee table book that
includes rare photographs, advertisements, and designs, as well as memories from film, social history, and pop culture.
Jack Spade released a limited-edition collection of totes, T-shirts, caps, posters, and iPhone covers. Emeco introduced a
limited-edition chair made from 111 recycled plastic bottles. And Igloo developed a series of soft and hard coolers.
Assouline Coca-Colacoffee table book
FOCUS BRANDSThis year Focus Brands launched licensed products for Moe’s Southwest Grill in BJ’s
Wholesale Club stores. The product range includes 15 different items inspired by the menu and
flavor profiles of Moe’s. Focus Brands plans on expanding the licensed product into traditional
retail. Pictured are chicken empanadas from licensee Don Miguel.
INVENTURE FOODSInventure Foods partnered with Nathan’s Famous, Inc., for a new line of snacks that are available at grocery,
vending, and convenience store retailers. The Nathan’s Famous snacks will offer consumers ready-to-eat snacks that
replicate the tastes found within Nathan’s restaurant menu, such as Cheddar Cheese-, Chili Cheese-, and Honey
Mustard-flavored Crunchy Crinkle Fries.
LICENSING LINKLicensing Link brokered a deal between its client White Castle and licensee Changes for a line of men’s,
women’s, and juniors’ tops. The line will be available at various specialty and mid-tier retailers spring 2012.
ROYALTIE$
DECEMBER 201120
Working with a deceased celebrity brand has both its
advantages and its disadvantages, but in order to be
successful in death, celebrities have to represent some-
thing. And “they have to represent something that’s marketable,” says
Mark Roesler, CEO of CMG Worldwide. While some deceased
celebrities live on solely for their work, the majority live on because
of whom they were and what they continue to represent. For Albert
Einstein, it’s intelligence; for Elvis Presley, it’s rock ‘n’ roll; for
Marilyn Monroe, it’s Hollywood glamour. “It means they don’t have
a moving target as far as an image and what they represent,” says
Roesler. “You’re not going to be faced with any potential scandal as
we see with current celebrities.”
Celebrities often feel the need to reinvent themselves, but death
solidifies the characteristics they’re remembered for in the minds of
consumers. “Elvis reinvented himself multiple times so that’s sort of
set in stone now,” says Scott Williams, vice-president of marketing,
Elvis Presley Enterprises. “If someone licenses Elvis Presley, they
absolutely know what they’re getting.” This is also the case for
celebrities such as Marilyn Monroe and James Dean, whose youthful
allure is forever frozen in time.
Jamie Salter, president and CEO of Authentic Brands Group, says
that the older celebrities are when they die, the more difficult it can be
to tap into their nostalgic appeal for new consumers. “Marilyn specif-
ically is an interesting property because she died very young,” he
says. “People only remember her as this beautiful blonde bombshell.”
The vast access to information, via the internet, has also allowed
younger and more international fans of the late celebrities to interact
with deceased celebrities, resulting in an increased demand from con-
sumers to then connect with them through licensed product, says Bill
Patterson, vice-president of Global Licensing for OpSec Security, which
works with brand management groups and late celebrities’ estates to pro-
tect their merchandise from unauthorized and counterfeit products. The
internet, he says, can be a double-edged sword for deceased celebrity
licensing. While it allows for greater dissemination of product globally,
further increasing a dead celebrity’s exposure, it also creates a vehicle
for counterfeiting and illegal sale of product, with even some licensees
trying to skirt the system. OpSec offers holographic labels to some
deceased celebrity clients, including CMG Worldwide clients and Elvis
Presley Enterprises, which feature an image of the icon within the holo-
graph that can be tracked back to a manufacturing facility.
Licensing Loved Ones to Life
For some deceased celebrity licensors, the job is more personal
than for others. Licensors who are also friends and family of the
deceased feel an innate duty to uphold the integrity of the brand.
Shannon Lee, president of Bruce Lee Enterprises, says when she first
began handling licensing for her father she took everything personal-
ly, but it got easier. “Sometimes my perspective of him is totally dif-
ferent than the general public’s perception of him, so I have to make
sure to be sensitive and open to satisfying the general perspective of
him and his legacy,” she says.
On the other hand, licensors like Lee have arguably the most inti-
mate knowledge of such brands. “I make sure to put that care into
everything that we do, present it in a certain way, and put a face to the
brand,” she says. Ethan Wayne, son of John Wayne and president of
John Wayne Enterprises, shares a similar sentiment. “I know our
product,” he says. “I know it deeper and broader than any outside rep-
resentative, agent, or licensing person would know. I’m not under the
gun of a public enemy or third party to generate licensing revenues.
My job is to protect the brand and work with our best-in-class part-
ners that really reflect the spirit of John Wayne.” Ethan Wayne also
works to select product that is in some way directly related to his
father’s life. Last year, John Wayne Enterprises licensed a line of
organic beef jerky because it was the snack John Wayne always kept
in his shirt pocket on movie sets.
Licensing also becomes part of a more integrated approach to
expand upon pieces of the celebrities’ legacies that they may not have
been able to carry out in their lifetime. Mike Medavoy, an executor of
DeceaseD celebrities: legenDs live On
Hawaiian Elvis (right) is the latest in the line of collectible Mr. Potato Headscreated by licensee Hasbro.
by Jennifer Lynch
ROYALTIE$
DECEMBER 2011 21
the Marlon Brando Estate and a long-time
friend of the late actor, says, “There’s much
more to Marlon Brando than just his work in
preserving his legacy, because of the kind of
person he was.” Jeffrey Abrams, an attorney
for Brando’s estate, adds that because of the
estate’s unique position (access to preserved
archived materials, his legacy, and the
trustees for the estate), they have the assets to
continue to make Brando’s dreams a reality
and put his name to them. This includes the
creation of eco-resort The Brando on Tetiaroa
island, a French Polynesian atoll purchased
by the late actor. “It was his dream to share
with the world about sustainable living
through this remarkable slice of the world,
but it was only after his death that we’ve
been able to structure a unique licensing
approach to make this happen,” says Abrams.
An Art to Deceased Licensing
“We’re in an era where new is not neces-
sarily better,” says Aviva Rosenthal, president
of Act III Licensing. There is a comfort and
familiarity that comes with the names of
deceased celebrities that those who experienced
these qualities first-hand wish to rekindle as
well as pass on to newer generations. Licensed
products allow licensees to recapture the magic
of past generations. “Brands have rediscovered
the public’s desire for an authentic experience,
and nostalgia is part of that,” says David
Reeder, vice-president of GreenLight.
In the fashion category, more designers are
drawing inspiration from these celebrities. Top
designer labels such as Dolce & Gabbana are
using images of celebrities such as Elvis, Steve
McQueen, and Brando for high-end T-shirt
lines, while the name and likeness of 1950s
pin-up Bettie Page dons the storefront of vin-
tage clothing chain Bettie Page Clothing.
Licensors are also reintroducing the
icons in a new light through fashion. Ray
Charles in his later years became defined
by his music and his signature Ray Ban
sunglasses. While both remain key compo-
nents to his licensing program, Act III
Licensing also plans to play up his once
iconic ’50s and ’60s mod fashion sense to
appeal to a new audience. A recent direct-
to-retail campaign with high-end jean com-
pany Adriano Goldschmeid featured a spe-
cial series of T-shirts designed by licensee
Friend or Foe to promote a new rare and
unreleased Ray Charles album.
Licensors are selecting more unique licens-
ing opportunities for their deceased clients,
allowing fans to experience the brand through
more artistic interpretations. For dead musi-
cians, events such as Cirque du Soleil shows
“Michael Jackson: The Immortal World Tour”
and “Viva Elvis” offer long-time fans the
opportunity to celebrate these deceased musi-
cal talents while exposing new fans to their
talents as well. “Our philosophy has always
been that, just like in the 1950s when Elvis
performed and won over fans who experi-
enced him, our live shows are just another
opportunity to do the same thing,” says Elvis
Presley Enterprises’ Williams.
Difficulties for the Dead
“The hard part is that everyone in licens-
ing today wants marketing, and you aren’t
able to produce the actual artists,” says Act
III Licensing’s Rosenthal. “It becomes more
difficult, so you really have to think creative-
ly.” Working with existing images and film
can only take a dead celebrity so far, thus it
becomes necessary to utilize these images in
the context of more large-scale, creative
ideas, says GreenLight’s Reeder. Through the
use of digital technology, a recent deal with
Christian Dior brought Monroe back to life to
serve as a new face for Dior’s beauty cam-
paigns. Reeder says this is something that
will likely be seen more in the future. “We
will begin seeing more and more use of life-
like computer-generated imagery of celebri-
ties—first in commercials, and finally in fea-
ture-length films and television,” he says.
“We are in the early stages of this technology
today and probably slightly ahead of the pub-
lic’s willingness to accept seeing their
favorite icons come to life again.”
Eventually seeing such digitized images
will be a normal sight for consumers. Until
then, licensors will just have to rely on more
creative licensing strategies to continue
reviving the dead.
DeceaseD celebrities: legenDs live On
Dolce & Gabbana Marlon Brando T-shirts
Scene from My Week with Marilyn, a film whichlets fans experience the glamour the late actress(played by Michelle Williams) once alluded onscreen. Photo by Milton H. Greene and Joshua
Greene and provided by The Weinstein Company
DeCeAsed CeleBrity liCensinG
ROYALTIE$
DECEMBER 201122
by Jennifer Lynch
ACt iii liCensinG
Diet Pepsi launched an exclusive line of Ray Charles “You Got the Right One Baby, Uh Huh!” T-shirts
through licensee Ripple Junction. This is the first in a series of collaborations to re-introduce the famous 1990s
ad campaign into the marketplace. The deal was brokered by The Joester Loria Group, Pepsi’s exclusive North
American licensing agency, and Act III Licensing in conjunction with the Ray Charles Marketing Group, the
licensing agency for The Ray Charles Foundation.
AuthentiC BrAnds Group
Authentic Brands Group (ABG) secured a deal with Christian Dior
earlier this year to make Marilyn Monroe a new face of Dior’s beauty
campaigns. In the lastest advertising campaign for the fragrance
J’Adore Dior, a computer gener-
ated Monroe appears alongside
Charlize Theron and other
deceased starlettes Grace Kelly
and Marlene Dietrich. Upcoming
activity for the brand in 2012
includes undisclosed deals for
Monroe-branded cosmetics and
jewelry, as well as an internet
deal to launch the revamped
MarilynMonroe.com website.
CMG WorldWide
For James Dean, licensee Dolce & Gabbana will
launch a new collection of Dean-branded Tees and
knitwear for spring/summer and fall/winter 2012.
For Bettie Page, the chain of vintage retail shops,
Bettie Page Clothing, that bear the 1950s pinup model’s
name has expanded to six locations, including San
Francisco, Hollywood, Las Vegas, and San Diego. The
Bettie Page stores offer products such as shoes and lin-
gerie from other Bettie Page licensees.
Celebrity is not something that ends with death for some stars. In fact, death can breathe new life intothe licensing programs of some celebrities. Below is a sampling of the latest licensed deceased celebrity
products as well as information about upcoming deals for the brands.
ROYALTIE$
DECEMBER 2011 23
BrucE LEE EntErprisEsBruce Lee Enterprises has teamed up with licensee
Round 5 to create a line of collectible Bruce Lee action fig-
ures. The line is available at mass retailers in the U.S. and
Canada, including Toys “R” Us and Best Buy. A high-end,
limited-edition line of figures will also be released created
by well-known artists
including toy designers
and illustrators Jeremy
Madl and Pat Lee.
These will be sold at
specialty stores and will
be made in limited and
numbered quantities.
ELvis prEsLEy EntErprisEsLicensee Liquid Comics will
create an illustrated anthology of
original artwork inspired by the
music and personal writings of
Elvis Presley in Graphic Elvis.
The graphic novel will combine
rarely before seen quotes, writ-
ings, photographs, and memora-
bilia with original pieces of art-
work created by leading interna-
tional graphic novel artists. The
book will commemorate the 35th
anniversary of his death. The illustrated, oversized coffee-table
book will be available in stores in early April 2012, followed by
an iPad edition planned for release in mid-2012.
JohnWaynE EntErprisEsJohn Wayne Enterprises is currently working with U.S. vendors and
distillers Jayson Woodbridge and Chris Radomski of Gold Wines to
bring a batch of John Wayne-branded artisanal brown liquor to market in
the upcoming year. Under the partnership, John Wayne Enterprises will
work with the distillers to create a batch of high-quality whiskey that
would have earned whiskey-lover John Wayne’s stamp of approval.
GrEEnLiGhtGreenLight represented the
estate of Steve
McQueen in a deal
with Triumph
Motorcycles to
create a special edi-
tion commemorative
motorcycle, to be available beginning in
April 2012. The new limited-edition Triumph
Steve McQueen Edition motorcycle is inspired by
the classic Triumph Trophy TR6 that McQueen rode
during his famous stunt scene in The Great Escape.
The motorcycle features a military-style Matt Khaki
Green livery, stencil-style Triumph decal on the
tank, and the actor’s signature on the side covers.
1100 Triumph Steve McQueen Edition motorcycles
will be produced and sold worldwide.
BrandoEntErprisEs
Brando Enterprises entered a deal earlier
this year with Liu Jo Jean of Italy. Liu Jo Jeans,
through Getty Images, licensed candid images
of the actor for a print advertising campaign
and in-store display campaign. The deal was brokered by Brando Enterprises’
licensing representative Brand Sense Partners, LLC.
The outdoor licensing category encompasses a wide range of
rugged, nature-focused activities, from hunting to hiking,
shooting, camping, and fishing. There are two key factors
that unite these categories and drive the licensing business: per-
formance and lifestyle. Performance is crucial for outdoor sports
equipment because product failure can ruin the day. And the
lifestyle element of the outdoor way of life is driving the business
of two new entries in this category—Buck Wear and HillBilly.
Outdoor enthusiasts expect a lot out of their equipment. If a pair
of boots spring a leak on a frigid day after a hunter has hiked miles
from his cabin, after he thaws his toes out he is unlikely to buy that
brand of boots again. This affects how these enthusiasts shop for
gear, even in a weak economy.
“When consumers go shopping for outdoor sporting goods, they
don’t purchase based on price,” says Scott Todd, senior vice-president
business development at MODA Licensing. “They look for a brand
that they trust to make good, quality products.”
This concept is at the core of many outdoor-focused licensing pro-
grams. If a brand gains a reputation of offering products that aren’t up
to snuff, it will have a short shelf life. Beanstalk has built the U.S.
Army licensing program with this in mind.
“U.S. Army camping equipment celebrates the outdoor lifestyle by
offering solutions for each experience,” says Jasen Wright, director,
brand management at Beanstalk. “Quality products encourage con-
sumers to experience the outdoors and know they have products to
assist them in every situation.”
The durability that is inherent for many outdoor products may
make price point less of an issue. However, the economy has many
consumers keeping closer than usual tabs on their wallets, so, in
some cases, outdoor enthusiasts are going longer before replacing
gear that they already have.
The need for rugged products that perform has driven the out-
door space to adopt new technologies as they become available.
For instance, with the Bushnell Footwear line, licensee BBC
International not only brought innovations from its experience
with athletic footwear, but its boots also include features such as
Hydro-Guard waterproofing and ScentMask scent-elimination
technology that hunters have come to expect in footwear.
According to MODA Licensing’s Todd, the fact that the
Bushnell Footwear line went from concept to finding shelf space
in less than a year means that retailers were looking for something
new and different for footwear. Combining technology with inno-
vative designs is the reason for that success.
“Sometimes even a powerful brand won’t catch retailers’ inter-
est, so the products need to be innovative,” says Todd. “If
licensees aren’t going to do something different for Bushnell, then
we have nothing to talk about.”
LifestyleThe lifestyle element of the outdoor licensing space is interest-
ing. The brands that do the best combine a grasp of the outdoor-
lifestyle worldview with a sense of humor. Two properties have
emerged in this space and are poised for success. MHS Licensing
manages the Buck Wear brand for licensing, while Trademarketing
Resources manages HillBilly for licensing.
“Buck Wear’s appeal is the humor and obvious understanding of the
outdoor hunting/fishing/camping lifestyle,” says Marty Segelbaum,
Performance and Lifestyle Merge in Outdoor Licensing
ROYALTIE$
DECEMBER 201124
by Chris Adams
Bushnell Footwear boots by BBC International.MODA Licensing represents the Bushnell brand.
ROYALTIE$
DECEMBER 2011 25
president of MHS Licensing. “It embraces that lifestyle and the images
and verbiage are a source of pride for the outdoor enthusiast.”
This combination of pride and lightheartedness is also at the
core of the HillBilly brand. Its brand attributes are instantly recog-
nizable to the wide demographic the brand targets.
“You don’t have to spend a lot of time explaining what HillBilly
means,” says Bob Horton, president and CEO at Trademarketing
Resources. “People get it and understand it. It’s a little country, a lit-
tle outdoors, and is about relaxing and having a good time.”
Horton says Trademarketing Resources has been intentionally
broad with the brand’s distribution strategy because HillBilly isn’t
defined by geography or income demographic. He
wants the brand to be available wherever consumers
shop for their clothes.
Outreach & Conservation
The outdoor space is also home to brands that focus on
outreach to draw more young people into the outdoor
lifestyle and into conservation-minded activities.
For instance, the National Wild Turkey Federation is
undertaking an initiative to help 150,000 kids experi-
ence shooting and archery for the first time. “There is
a generation coming up that needs to know about
shooting and hunting sports as well as their heritage,”
says Cindy Williams, marketing and licensing man-
ager at the National Wild Turkey Federation.
Probably the best-known organization of this
type is Boy Scouts of America. Since 1910, Boy
Scouts of America has taught kids preparedness, fit-
ness, leadership, and character-building skills through
outdoor activities. The organization has four million
current members, with 50 million alumni, so the tar-
get market for the licensing program is large.
“For us, an effective licensing program opens up the opportunity
to reconnect with our alumni and to create a brand presence in reach-
ing out to others who share the brand’s values,” says Greg Winters,
manager, licensing programs at Boy Scouts of America. “The key to
licensing is to find relevant ways to reconnect with our membership
and alumni in their daily lives. To do this, we created natural brand
extensions for educational and outdoor-related properties.”
The Be Prepared brand is a big focus of the Boy Scouts licens-
ing program. A Be Prepared range of family camping products,
including tents, backpacks, sleeping bags, and accessories, is in
the works for 2012.
The camping space has seen success over the past few years. Tent
camping visits to the 360 sites run by the National Park Service rose
6.24 percent to 3.14 million in 2009 (the latest numbers available), or
its highest level since 2003. With fewer people hopping on planes and
jetting off to exotic locales, families are looking for more affordable
options to get away, relax, and spend time with one another.
SHOT Show
The greater outdoor marketplace will be on display
at the 2012 Shooting, Hunting, and Outdoor Trade
(SHOT) Show, which will be held at Las Vegas’ Sands
Expo & Convention Center from January 17–20. This
show has established itself as a must-attend event for
anyone involved in outdoor-related categories. The
2011 SHOT Show soared above expectations by set-
ting records for buyer attendance at 31,769 and media
attendance at 2,074. Overall attendance of 57,390,
comprising buyers, exhibitors, media, and guests,
ranked the show as the third largest ever behind the
2008 and 2010 events. The 2012 show is expected to
post similar numbers.
MHS Licensing will have its Buck Wear line on
display at the SHOT Show. “Exhibiting at the SHOT
Show allows us to pull together in one place a wide
assortment of Buck Wear-licensed products and dis-
play it as a statement, helping retailers visualize how
the products are made,” says Segelbaum. “We also
know that other manufacturers will be coming by and
seeing the product and we are confident that in many
instances those manufacturers are potential licensees.”
The SHOT Show is a large enough venue to display the many
facets of the outdoor marketplace, from firearms to technological-
ly enhanced gear to products that revolve around the outdoor
lifestyle. Of course, even though the performance and lifestyle
areas are distinct segments within the outdoor licensing space, the
consumers and retailers for both segments are one in the same.
Trademarketing Resourcessigned Mad Engine for aline of HillBilly apparel.
Outdoor Licensing
ROYALTIE$
DECEMBER 201126
by Chris Adams
The outdoor licensing category encompasses a wide range of rugged, nature-focused activities, fromhunting to hiking, shooting, camping, and fishing. The greater outdoor marketplace will be on display at the2012 Shooting, Hunting, and Outdoor Trade (SHOT) Show, which will be held at Las Vegas’ Sands Expo &Convention Center from January 17–20. Below is a sampling of outdoor products from a range of brands.
MHS LicensingBuck Wear started out
as a brand primarily in Ts
and sweatshirts and has
expanded to include prod-
ucts outdoor enthusiasts
would use in their cabin or
would want as a gift. New
licensees include United
Weavers, who is offering
Buck Wear area rugs like
the one shown.
RealtreeNew Realtree products in the works include the Irish Setter
Ridge Hawk hunting boots, which feature the Realtree AP pattern.
The boots feature a Gore-Tex waterproof membrane, 400 grams
of Thinsulate Ultra, a Ground
Claw sole that incorporates
aggressive lugs with
serrated cleats up
front to assist with
uphill traction, and a
heel kicker in
the back.
Trademarketing ResourcesTrademarketing Resources has filled
out the apparel side of the HillBilly line
by signing Mad Engine for fashion
apparel (such as the women’s tank
shown) and Putnam Accessory Group
for hats, caps, belts, wallets, bags, and
purses. The agency has targeted 15 addi-
tional categories for expansion, such as
beverage, food/snack, social expres-
sions, and home furnishings.
Mossy
OakMossy Oak
signed a deal
with Ram to
produce the
2012 Ram 1500 Mossy Oak limited-edition pickup. The
truck’s bedcaps and tailgate are covered in Mossy Oak
Breakup Infinity pattern and the Mossy Oak logo is
shown on the rear quarter panels. The interior features
Mossy Oak accents as well.
ROYALTIE$
DECEMBER 2011 27
BrowningBrowning signed AmeriBag Outdoors to pro-
duce a line of sporting bags and travel gear.
MODA LicensingMODA signed BBC International as a
licensee to create the Bushnell Footwear offer-
ings. The line includes features such as a dual-
density cushioning system, anti-slip rubber sole
plates, heat zone removable inserts, Hydro-
Guard waterproofing, and ScentMask odor-elim-
ination technology. MODA is looking to comple-
ment the footwear line with socks, bags, camp-
ing equipment, and hunting apparel.
National Wild Turkey
FederationThe National Wild Turkey
Federation has a history of
conserving turkey habi-
tats. The organization is
now expanding to include
an upland game focus.
BeanstalkBeanstalk is filling out the U.S. Army camping
equipment line, which includes a full line of tents and
sleeping bags. New licensees for U.S. Army include
Tippman Sports (camping equipment), EB Excalibur
(camping accessories), Ardent Outdoors (fishing rods),
Authentic Apparel (outdoor apparel), and Select-A-
Vision (eyewear).
Boy Scouts of AmericaBoy Scouts of America is growing its Be Prepared brand of
licensed products. Recently signed licensees include Brand 44
and PEM America. The products are still in the early development
stages, so additional information was unavailable as of press time.
Discovery CommunicationsNew licensees for the Discovery Expedition brand
include Delsey, which is tasked with creating a line of lug-
gage, duffel bags, backpacks, and messenger bags for the
lifestyle brand spin-off of the Discovery Channel. The col-
lection will include more than 20 SKUs that will be
inspired by the rugged, adventurous feel of the brand.
ROYALTIE$
DECEMBER 201128
saban branDs llC, JosHua Milton,
DireCtor of DiGital proDuCtion
saban brands llC, a wholly owned subsidiary of saban
Capital Group, inc., hired Joshua Milton as its new director of
digital production. Milton will oversee the development of
games, web, mobile, and online video for saban brands.
Milton has spe-
cialized in online
and mobile gaming
for more than 15
years, previously
working with companies such as Disney, electronic arts,
and universal Music Group. Most recently, he was the di-
rector of game production and operations at sony pictures
television, managing the digital and mobile game produc-
tion for the Wheel of fortune and Jeopardy! properties.
naMieCH Joins tarGet; rayson steps DoWn
target entertainment announced a key change to its manage-
ment team as founder alison rayson steps down from her position
as Ceo and hires a new managing director, emmanuelle namiech.
rayson is leaving the company after 13 years to explore new
ventures. the company was sold last year to Metrodome Group.
rayson has worked closely with Metrodome’s chairman and
Ceo Mark Webster to bring in a managing director with the
skills and experience to continue target’s growth both in the uK
and internationally.
namiech will work with Webster and the management team
at target to expand the company’s core business of international
rights management. previously, namiech was senior vice-pres-
ident of global content at fremantle Media enterprises and prior
to that was director of acquisitions and co-productions at itV
Global entertainment.
Hasbro expanDs european liCensinG
teaM, aDDs liCensinG aGent for soutH
afriCa
Hasbro expanded its european licensing team, appointing
Maya Moskvicheva to senior category manager, overseeing li-
censing programs in russia. Moskvicheva joins Hasbro’s Moscow
office after a career as senior business development manager with
Co-packing Center, a consumer goods supplier. prior to that, she
handled fashion licensing with the Walt Disney Company.
Hasbro also bolstered its presence in south africa naming rev-
olution brand licensing s.a. as its licensing partner representing
brands including transformers prime, My little pony, tonka
Chuck & friends, littlest pet shop, and Monopoly.
revolution brand licensing s.a. will
focus on key categories for Hasbro in-
cluding: apparel, footwear and acces-
sories, publishing, toys and games, personal
care, and stationery.
Mattel
DiMitri Czupylo,
DireCtor of publiC relations
Mattel hired Dimitri Czupylo as di-
rector of public relations. He will prima-
rily focus on the day-to-day of the
barbie/Girls businesses, but will also support in the creative
planning for brands across the entire Mattel brands portfolio.
Czupylo joins Mattel brands from roll Global where he was
director of consumer brand communications for Wonderful
pistachios, almond accents, Cuties Clementines, teleflora,
and poM Wonderful.
ROYALTIE$
DECEMBER 201130
January
9–12 Hong Kong Toys & Games Fair hktdc.com Hong Kong Convention & Exhibition Centre Hong Kong
10–13 CES cesweb.org Las Vegas Convention Center Las Vegas
24–26 The Toy Fair toyfair.co.uk Olympia Grand Hall London
February
1–6 Spielwarenmesse International Toy Fair toyfair.de Nuremburg Exhibition Center Nuremburg, Germany
7–10 Kidscreen Summit summit.kidscreen.com Hilton New York New York City
12–15 New York International Toy Fair toyassociation.org Jacob Javits Convention Center New York City
29–3/2 Global Pet Expo globalpetexpo.org Orange County Convention Center Orlando, Fl.
March
6–8 Paperworld Middle East paperworldme.com Dubai International Convention Center Dubai, UAE
8–11 Halloween Costume & Party Show hcpshow.com America’s Center St. Louis
10–13 International Home & Housewares Show housewares.org McCormick Place Chicago
19–22 Bologna Children’s Book Fair bookfair.bolognafiere.it Bologna Fair Centre Bologna, Italy
april
1–4 MIPTV mipworld.com Palais des Festivals Cannes, France
16–18 London Book Fair londonbookfair.co.uk Earls Court Exhibition Centre London
21–26 High Point Market ihfc.com International Home Furnishings Center High Point, N.C.
25 Time To Play Spring Showcase timetoplaymag.com The Altman Building New York City
May
8–10 Sweets & Snacks Expo sweetsandsnacks.com McCormick Place Chicago
16–18 PlayCon toyassociation.org Gaylord National Hotel and Conference Center National Harbor, Md.
20–23 National Stationery Show nationalstationeryshow.com Jacob Javits Convention Center New York City
20–22 SURTEX surtex.com Jacob Javits Convention Center New York City
TOY FAIR 2012FEBRUARY 12–15
JACOB JAVITS CONVENTION CENTER, NEW YORK CITYWWW.TOYASSOCIATION.ORG
TIME TO PLAY SPRING SHOWCASE
APRIL 25THE ALTMAN BUILDING, NEW YORK CITY
WWW.TIMETOPLAYMAG.COM
LICENSING INTERNATIONAL EXPO 2012JUNE 12–14
MANDALAY BAY CONVENTION CENTER, LAS VEGASWWW.LICENSINGEXPO.COM
ROYALTIE$ BRAND SHOWCASE
JULY 24THE ALTMAN BUILDING, NEW YORK CITY
WWW.ANBMEDIA.COM
