royaltie$, may 2009

CBS ROYALTIES-MAY09 FINAL2.indd 1 4/22/09 12:53:09 PM

Volume 4, No. 5

May 2009

Features20 BBRANDRAND IIMPACTMPACT:: DEFINING A

BRAND IN TODAY’SECONOMY

BY CHRIS ADAMS AND NANCY LOMBARDI

26 Beyond the FrameBY PAUL NARULA

28 Art Licensing:Licensor Roundup

BY PAUL NARULA

30 Jeep Drives Success on anInternational Stage

BY NANCY LOMBARDI

32 Candy Licensing:A History of Sweetness

BY CHRIS ADAMS

34 Candy Licensing:Licensor Roundup

BY CHRIS ADAMS

OBSERVATIONS & OPINIONS PAGE 6

THE TICKER PAGE 8

REAL DEAL PAGE 10

ON THE RADAR PAGE 12

ESSENCE OF STYLE PAGE 14

ROYALTIE$ MARKETPLACE:

PAUL FRANK INDUSTRIES PAGE 16

MAVERICKS IN THE MARKET:

JUSTIN WATSON PAGE 18

YOU’RE HIRED! PAGE 36

ROYALTIE$ CHALLENGE PAGE 37

CALENDAR OF EVENTS PAGE 38

ENDCAP PAGE 39

ON THIS PAGE: M&M’s earbuds by Maxell and NASCAR Thunder, thenew painting from Thomas Kinkade, which is in commemoration of

the 50th running of the Daytona 500 NASCAR racing event

ON THE COVER: Products from the happi by Dena brand, from DenaDesigns, which was created with uplifting imagery and colors to

appeal to consumers in bleak economic times.

COVER BY DESIGN EDGE

Departments

FROM THE DIRECTOR

SHAUN OF THE DEAD...

LICENSING IN U.S. & CANADA: 818-777-2067

INTERNATIONAL: 818-777-5694

RETAIL: 818-777-6716

PROMOTIONS: 818-777-5789

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20102010Scott Pilgrim

vs. The World M

ovie © U

niversal Studios. Licensed by Universal Studios Licensing LLLP. A

ll Rights Reserved.

FROM THE DIRECTOR

SHAUN OF THE DEAD...

OF HOT FU

ZZ AND

OF HOT FU

ZZ AND

UNV254 ScottPilgrimAd_BillingBlock

Round Number: PRS

Special Instructions: Crop Marks and Dieline on separate layer and DO NOT PRINT.

Date Release Date

Production MgrProduction ArtistAccount Exec

ClientClient ContactAlternate ContactClient Mockup Needed?

In what Round?

ColorsTrim SizeOutput %Software Version Fonts

PrePressPrint VendorVendor Mockup Needed?

04.20.0904.20.09

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PREPARED BY:

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phone 310.954.8606 www.sargentberman.com

ROYALTIE$

MAY 20096

As of press time, we are onemonth away from LicensingInternational Expo (better

known as Licensing Show), our indus-try’s premier trade show, and there seemsto be more questions than ever with re-gard to show management’s decision tomove the show to Las Vegas’s MandalayBay Convention Center. Just weeks be-fore the show’s opening day, exhibitors,including aNb Media, were notified thatmanagement changed the layout of thefloor plan by moving the entire show toone level rather than the two-level planthat was the original layout. I’m sure thiswas a move to ensure more efficient traf-fic patterns for the attendees. Unfortu-nately, some exhibitors had their boothscustom made to spec, and the reshufflingis causing major angst.

I feel confident that this will be allworked out before we leave for LasVegas. But things like this will only rein-force the notion that the show wasn’t bro-ken and, therefore, didn’t need to be fixed.While economic woes can account formany issues that the show may face, thesetypes of last-minute changes are not goingto sit well with people who are looking formore reasons not to like the Las Vegasvenue for June’s Licensing Show. In aprevious editorial I preached patience andunderstanding with the move out West,but it doesn’t seem to be getting any eas-

ier to practice the suggestions.While our industry’s flagship show

continues to iron out the inevitable wrin-kles that come along with a move to anew show venue, there is another li-censing trade show on the horizon thatcontinues to gain interest from what Ican only imagine amounts to the licens-ing companies that were vehementlyagainst the show moving out of NewYork City. I have spoken to the directorof the proposed show, called THE Li-censing Event, and she claims to have atleast 50 interested exhibitors casuallycommitted, although she would notmention any by name. This show seemsto be contingent upon the outcome of Li-censing Show in June. While plans andconfirmations seem to be a littlevague—let alone the idea that this showcan be pulled off in April, as isplanned—the show does warrant acloser look. We plan to dive deeper intothis story next month when our editorialteam gets a chance to find more answersabout this proposed upstart event.

Best of luck to the 2009 LIMALicens-ing Excellence Award nominees. In thepast year there were some pretty terrificprograms that managed to buck the weakeconomic tide. I’m sure there will be a lotto celebrate at the LIMAAwards party—see you there.

A TALE OF TWO TRADE SHOWS?

by Andy Krinner

PUBLISHED BY ANB MEDIA • Volume 3, Number 8

PUBLISHER ANDY [email protected]

ASSOCIATE PUBLISHER BOB [email protected]

ADVERTISING MANAGER AMY [email protected]

CONTROLLER MARY [email protected]

EDITOR IN CHIEF JIM [email protected]

EDITORIAL DIRECTOR NANCY [email protected]

MANAGING EDITOR CHRIS [email protected]

EDITOR AT LARGE CHRISTOPHER [email protected]

ASSISTANT EDITOR LAURIE [email protected]

ASSISTANT EDITOR PAUL [email protected]

WEB MASTER ERIK [email protected]

WEB CONTENT MANAGER BRENDAN [email protected]

CONTRIBUTOR MATT [email protected]

HONG KONG REPRESENTATIVE TONY LEESMART REGENT PRODUCTIONS LTD., 66–72 STANLEY STREET, ROOM 603,

KAI TAK COMMERCIAL BUILDING, CENTRAL HONG KONGPHONE: 2815 0166 • FAX: 2815 6911 • [email protected]

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ROYALTIE$ is published 12 times a year by aNb Media, Inc. Copyright 2009aNb 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 commentsexpressed in this publication by editors, contributing writers, or solicited orunsolicited documents are not necessarily those of ROYALTIE$ management.

www.anb-media.com

For International licensing information contact:

Jill TullyVP, International Consumer [email protected]

CELEBRATING10 YEARSOF HAPPY!A FLOOD OF FANS• Most watched Kids cartoon ever• Over 72 million monthly viewers• #1 animated program on all of TV 8 years in a row,

among K2-11 and 6-11**Nielsen: 7/17/99-12/31/08

NICK’S BIGGEST CELEBRATION EVER• $100 million in marketing and promotions including: - Ultimate Fansite: www.spongebob.com (January) - Three major TV events (April, July, November) - Two QSRs (April, November) - SpongeBob Documentary (July) - Global Day of Happiness celebrating

SpongeBob’s 10th Anniversary (July)• All new product lines, fi rst-ever co-brands,

innovative partnerships and re-imagined art styles• National sweepstakes promotion on over

15 million products

For US licensing and retail information contact:

Shaun Turner Kristi WasmerVP, Retail Development VP, Retail [email protected] [email protected]

©2009 Viacom International Inc. All Rights Reserved. SpongeBob SquarePants created by Stephen Hillenburg.

SB_TradeAd.RoyaltiesMag.rev.indd 1 4/22/09 5:46:19 PM

ROYALTIE$

MAY 20098

LIMA ANNOUNCES 2009 EXCELLENCE AWARD NOMINEESThe International Licensing Industry Merchandisers’ Association (LIMA) announced the nominees for the annual LIMA International

Licensing Excellence Awards. Sixteen awards will be presented in seven categories at LIMA’s Opening Night Awards Party on June 2 at theMandalay Bay Convention Center in Las Vegas during Licensing International Expo.Key category nominees include: Best Character Brand Program of the Year: Cabbage Patch Kids (Original Appalachian Artworks,

Inc./4Kids Entertainment), Disney Fairies (The Walt Disney Company), Fancy Nancy (HarperCollins/United Media Licensing), HelloKitty (Sanrio, Inc.), and Supergirl (Warner Bros. Consumer Products); Best Corporate Brand Program of the Year: Jeep ConsumerProducts (Chrysler LLC/The Joester Loria Group), Jim Beam Brand (Beam Global Spirits and Wine/The Licensing Company), Mustang(Ford Motor Company/The Beanstalk Group, LLC), and USA Today (USA Today/Nancy Bailey & Associates, Inc.); Best Retailer of theYear: Hot Topic (Twilight), Kmart (The Dark Knight), Safeway (Looney Tunes), Toys “R” Us (Star Wars), and Wal-Mart (HannahMontana); and Overall Best Licensed Program of the Year: The Andy Warhol Global Licensing Program (The Andy Warhol Foundationfor the Visual Arts, Inc.), Bakugan (Nelvana Enterprises/Cartoon Network Enterprises), Beijing 2008 Olympic Games (IOC/The BeijingOrganizing Committee for the Games of the XXIX Olympiad), The Dark Knight (Warner Bros. Consumer Products), Hello Kitty (Sanrio,Inc.), Jeep Consumer Products (Chrysler LLC/The Joester Loria Group), and Major League Baseball (Major League Baseball). For more

infomation on the 2009 LIMA International LicensingExcellence Awards, visit www.licensing.org.

POKÉMON UNIFIES OPERATIONSReflecting the growth and synergy of its international busi-

nesses and a more unified approach to its future, PokémonUSA, Inc., with offices in Seattleand New York, and Pokémon UK,with an office in London, arebeing joined together underthe name The PokémonCompany International. Thename change will have nooutward effect on business prac-tices. The Pokémon business out-side of Asia will continue to bemanaged by Kenji Okubo, presi-dent of The Pokémon CompanyInternational, who oversees thecompany’s operations in Seattle,New York, and London, andreports to the worldwide head-quarters in Japan.

A RECAP OF INDUSTRY HEADLINES

HELLO KITTY ROLLS OUT 35TH ANNIVERSARY PLANSSanrio has announced preliminary plans to celebrate the 35th anniversary of Hello Kitty.

The worldwide theme of the celebration is “Hello Kitty Colors,” which conveys the essence ofHello Kitty, with red for friendship, pink for cute, yellow for heartful, green for wish, and laven-der for sweet. The message of each color will be reflected on her bow.

Stores around the world will carry 35th anniversary-themed merchandise beginning in September. A U.S. website for the 35th anniversarywill be introduced in June to provide information on product launches, activities, and events. Closer to November 1, the exact anniversary date,Sanrio will host a bi-coastal gallery exhibition in the U.S. featuring Hello Kitty products of the past, present, and future, along with artists’interpretations of Hello Kitty. Plans are also in the works to tie in the celebrations with national and local charities.

DIMENSIONAL BRANDING GROUP FORMS NEW DIVISIONDimensional Branding Group (DBG) announced that it has formed a mergers and acquisitions advisory division within DBG called

Dimensional Branding Advisors (DBA). DBA brings toy industry acumen, a team of licensing industry experts, and an active networkof buyers and sellers to its clients. BA plans to counter the traditional mergers and acquisitions process and model that has typicallybeen managed by investment bankers and various non-toyindustry experienced professionals. According to DBA,understanding play patterns, current retail and industry mar-ket conditions, and intellectual property value are the intan-gibles for successful transactions.

SHOUT! FACTORY AND HASBRO

ANNOUNCE DEALShout! Factory and Hasbro, Inc., announced a multi-year,

multi-property alliance to bring the original animated TVseries The Transformers and G.I. JOE: A Real AmericanHero animated series, along with My Little Pony TwinkleWish Adventure to the home entertainment market-place. Under the multi-yearagreement, Shout! Factory willbe the exclusive U.S. andCanada home entertainment dis-tributor for the direct-to-DVDreleases. Shout! Factory plans anaggressive rollout of these Hasbrotitles later this year.

ROYALTIE$

MAY 2009 9

ROYALTIE$

MAY 200910

DR. SEUSS ENTERPRISES AND VARIOUS LICENSEESDr. Seuss Enterprises has signed a number of new licensees for the Dr. Seuss brand. Junk

Food Clothing will create a line of apparel for juniors. Kidthing, an internet service for kids, hascreated 10 titles for a content distribution partnership that introduces digital read-along versionsof the Dr. Seuss books. Available titles include The Cat in the Hat, Green Eggs and Ham, andmore, as well as games and activities. Finally, Baby Togs has signed on to create childrenswearin all categories of apparel.

STONE AMERICA LICENSING AND MULTIPLE LICENSEESStone America Licensing has expanded a number of its clients’ licensing programs. Andy

Capp has been licensed to Brand Integrated Games for scratch-off instant-win tickets, pull-tabtickets, and combination scratch-off win and pull-tab tickets in the U.S. Discovery Bay Gameshas been granted the Oxford University license for board games, card games, and puzzles inmetal, wood, and paper cardboard in the U.S. Finally, the Norman Rockwell license has been grantedto Houston Salem, Inc., dba Chaser Merchandise for T-shirts, sweatshirts, stickers, postcards,posters, key chains, magnets, lunch boxes, tote bags, buttons, and hats.

WARNER BROS. CONSUMER PRODUCTS AND LENDERS ONEWarner Bros. Consumer Products (WBCP) has signed an agreement with Lenders One to allow

the national alliance of mortgage bankers to use videos, still images, and audio material from the filmThe Wizard of Oz in a national promotional campaign. The cooperative of bankers and banks is leveraging avariety of print, broadcast, web, and other materials to build a continuous message and extend the reach of eachmember in its respective community using the iconic and classic imagery from The Wizard of Oz to promote theirservices and increase their presence.

SONY COMPUTER ENTERTAINMENT EUROPE AND TARGET ENTERTAINMENTSony Computer Entertainment Europe (SCEE) and Target Entertainment Group have signed a deal that

places Target Entertainment Group as the consumer product licensing agent for PlayStation software IPs. TargetEntertainment Group will operate across Europe and Australia on all consumer products, excluding PlayStationperipherals and PlayStation-specific accessories. The company will develop the brand incategories such as apparel, accessories, toys, plush, stationery, gifts, housewares, food,and extra promotions.

CHAPMAN ENTERTAINMENT MOVES LICENSING IN-HOUSETarget Entertainment Group has announced that it has come to the end of its partnership agree-

ment with Chapman Entertainment for the licensing rights to Fifi and the Flowertots. The rightswill revert back to Chapman Entertainment this month, though Target will continue to representthe property for international TV sales. Chapman will be moving its licensing programs in-houseand start promoting its properties cross-category with its own internal licensing division.

Sackboy, from Sony’s Little Big Planet

ROYALTIE$

MAY 200912

New products, new deals, and newtrends this month in the licensing industry.

DISCOVERY ANDSEASONS USA

Discovery Communications has signedSeasons USA to produce a line of Halloweencostumes and accessories for the TV series,L.A. Ink. Seasons’ product line will includetattoo sleeves, costumes, and stockings, allencompassing the L.A. Ink artwork.

CBS AND RWS PARTNER FOR SURVIVOR LIVECBS Consumer Products and RWS & Associates Entertainment, Inc., have teamed up to create a live, interactive stage show inspired

by the TV series Survivor. The stage show called Survivor: Live will put guests’ minds and bodies to the ultimate test as audience mem-bers compete in contests designed to test their endurance, memory, and strength. Survivor: Live will make its debut this month at Elitch

Gardens in Denver and Frontier City in Oklahoma City. A third venue will open later this monthat Darien Lake Theme Park Resort in Darien Center, N.Y. All three shows will run through the endof the summer and are free to guests of the parks that are hosting the event.

Each show will take place on a custom-designed stage transporting contestants, and the liveaudience, to far-away lands using clips from the television series that will play on a big screen. Thelive show audience will be divided into four tribes to take part in the competition, while actors por-traying previous contestants on the show will help competitors through a series of four challenges.

LEA AND NICK FOR KID FURNITURELea Industries (a division of La-Z-Boy) announced that it has entered into a

licensing agreement with Nickelodeon/Viacom Consumer Products (NVCP) todevelop youth furniture featuring characters from Dora the Explorer; Go,Diego, Go!; SpongeBob SquarePants; The Wonder Pets!; and iCarly, as well asdesigns based on the network’s signature Slime. The licensing agreementincludes children’s and teens’ bedroom furniture, home office, bureaus, dis-play cases, armoires, and entertainment systems.

The line will be shown to the trade atthe October High Point Market. The itemsare expected to be at retail in January 2010.The three lines are in development. Nick Jr.,which will be designed for ages 3–7, focuseson Dora and Diego and will also include clas-sic images from SpongeBob SquarePants. Nick, whichwill focus on ages 7–11, will concentrate primarily on the Splat logo, whichrepresents an irreverent and kid-like spirit. This line will be complementedwith more stylized and silhouetted SpongeBob SquarePants graphics.TEENick, which will focus on the tween/teen market, will offer moresophisticated and contemporary gathering places for kids.

ROYALTIE$

MAY 2009 13

JEWEL BRANDING & LICENSING SIGNS ARTIST ROBIN PICKENSJewel Branding & Licensing announced that it is now representing artist Robin Pickens for product licensing and brand devel-

opment. Known for her linear art style, Pickens currently has licensees for greeting cards, stationery, and publishing.Prior to launching the Robin Pickens brand, Pickens ran design and graphics for Telepictures Productions, a division of TimeWarner.

She created graphic packages for a wide range of TV series for celebrities such as Ellen, Sharon Osborne, and Rosie O’Donnell. Shecontinues to design show looks for E! Entertainment and Style Networks.

Jewel Branding & Licensing, launched by Julie Newman in 2008, is working withpotential licensees for the Robin Pickens brand in social stationery, home décor, and crafts.

Newman worked with Creative Brands Group for six years where she worked witha variety of brands including Kitson, Life magazine, Thomas Kinkade, and Heidi Klum.

CIRCUS-THEMED VIDEO GAMESFeld Entertainment announced that its Ringling Bros. and

Barnum & Bailey show has just signed a deal with 2K Play,a publishing label of Take-Two Interactive Software, Inc.The two will develop circus-themed video games.

For the first time in the near 140-year history ofRingling Bros., the brand will be coming to the Nintendo’sWii home video game system as well as Nintendo DS. TheRingling Bros.-themed games are scheduled to ship forthis holiday season as 2K Play further extends its portfolioof family-friendly video game offerings.

During a recent Ringling Bros. performance in NewYork’s Madison Square Garden, and in celebration of this

partnership with 2K Play, aRingling Bros. high-wireartist took to the air andmade a 25-foot walk acrossa tightrope while maintain-ing his balance with only aWii Remote and Nunchukin his hands (shown).

COP Corp brokered thedeal on behalf of FeldEntertainment’s RinglingBros. The game will be avail-able at the 2009 E3 Expo inLos Angeles next month.

ROYALTIE$

MAY 200914

Kids Lace Up With iCarlyNickelodeon and Stride Rite teamed up

with Stride Rite’s Keds Kids brand to createan iCarly fashion line for girls. The threegirls’ styles are named afteriCarly’s digital hooks usedthroughout the show. L8Ris a lace athletic withcharms girls can use to cre-ate their own expressions.ASAP is a surfer-inspired canvas slip-on. TTYL is a Mary-Jane athletic with retro phrases printed on asparkle canvas upper. Each style has a colorful and comfortablefoot bed with an iCarly image and retro graphics. The new iCarlyCollection for Keds Kids retails for $35 and comes in sizes tod-dler 7 to big girl size 6. The shoes are expected to hit Stride Ritestores and other Stride Rite retailers next month.

Nike Teams WithPaule Marrot Editions

For its upcoming summer collection, Nike Sportswear col-laborated with legendary French textile designer Paule MarrotEditions. Once loved by the British royal family and JackieKennedy, Paule Marrot Editions has been creating memorabledesigns since 1920. Nike Sportswear’s footwear designers inte-grated Paule Marrot’s “Aurore”to inspire the Butterflies andFeathers prints on thenew Skinny Dunks,and the “Les Cerises”print in two colors withcherries on the shoes.

Fisher-Price Apparel at KmartFisher-Price Consumer Products introduced a new line of li-

censed children’s apparel by Mayfair, a Tawil Associates com-pany, at Kmart. The line, which launched in April, is gearedtoward babies and toddlers. These new fashions, for sizes 12months through 5T, include bright colors in durable fabrics fea-turing artwork of popular classic Fisher-Price toys like the Chat-

ter Telephone and Buzzy Beeproducts. The spring collection in-cludes 16 styles of tops and bot-toms, with an additional 32 stylesto be introduced this fall. Pricesrange from $10.99–$16.99.

The addition of Fisher-Price chil-dren’s apparel at Kmart follows theintroduction of the Fisher-Pricefootwear collection by Brown ShoeCompany, Inc., maker of BusterBrown children’s shoes, in February.

Trash BecomesTreasure

Fashion brand Trash & Lux-ury partnered with White TrashCharms for a limited-edition jew-elry collection, set to debut thismonth. The collection combinesTrash & Luxury’s idea of casualglamour with White TrashCharms’ fundamentals of designfor a cohesively fierce collectionof necklaces, earrings, bracelets,and barrettes. This is the first accessory collaboration for Trash& Luxury and White Trash Charms’ first time experimentingwith materials such as acrylic, resin, enamel, rhinestones, feath-ers, and beads. Trash & Luxury for White Trash Charms will beavailable at boutiques such as Kitson, better department stores,and online at www.whitetrashcharms.com.

the iCarlyL8R style

ROYALTIE$

MAY 200916

Paul Frank Industries’ story began in1995 with a group of friends in agarage in Southern California, hand-

sewing wallets out of Naugahyde and adorn-ing them with whimsical characters theycalled Julius and Skurvy. Among thosefriends was Ryan Heuser, now president ofPaul Frank Industries. The company, whichwas incorporated in 1997, started as an ac-cessory company, selling wallets and otherproducts that bore theimagery of whatwould become PaulFrank’s key charac-ters, such as Juliusthe Monkey. PaulFrank Industries hasexpanded further, pro-ducing apparel foradults and children aswell as sportswear.Throughout every

line of Paul Frankmerchandise are images of the Paul Frankcharacters. Julius the Monkey was the firstof these characters and the most recognizedsymbol of the Paul Frank brand. Nowadays,the Paul Frank cast of characters has ex-panded to feature more than 200 individualcharacters, each of whom lives in the imagi-nary land of Lucky Bluff. Lucky Bluff fea-tures an historic downtown shopping district,pancake house, research facility, mysteriousforest, city diner, and boardwalk funzone,

and Julius and his friends occupy a housingdevelopment called Planned Pines. Thesecharacters form the crux of the Paul Frank li-censing program.This year, Paul Frank has more than 50 li-

censees that will be introducing new prod-ucts into the market. Branded products aresupported not only through licensing initia-tives, but through the line of Paul Frank Storeretail locations in 34 cities worldwide. The

company has in-creased its brand ex-posure by initiatingcollaborations withother major brandsand licensors, such asLEGO, Mattel, JohnDeere, Oscar Meyer,Dr. Scholl’s, TheElvis Presley Foun-dation, and more.Paul Frank Indus-

tries will be focusedon introducing the brand to new categories,such as school accessories, toys, stationery,fragrance/cosmetics, jewelry, and interactivemedia. Chronicle Books will continue to ex-pand its line of books. Bugaboo has signedon as a licensee for strollers, and F.A.B./Star-point has signed on as a licensee for sta-tionery and bags. Other licensees includeKids Headquarters (infant, toddler, and youthapparel), Creata (iPod accessories), and BellSports (bike accessories).

PAUL FRANK INDUSTRIES

Fast Facts

° The average age of the

employees at Paul Frank

Industries is 27.

° Paul Frank still tries to use its

original production material,

Naugahyde (a synthetic

leather product), on many

of its products.

° Paul Frank has an established

presence on social networking

sites such as Facebook and media

sites such asYouTube.

° Paul Frank products have

appeared in a number of films,

including Superbad, Knocked

Up, American Pie, Austin Powers,

Charlie’s Angels, and

Speed Racer.

° Paul Frank has designed

guitar straps for the White

Stripes, Foo Fighers,

and Weezer.

by Paul Narula

Paul Frank cast of characters

ROYALTIE$

MAY 2009 17

CHRONICLE BOOKSChronicle Books has released two children’s

books for Paul Frank, featuring Julius—Only InDreams and Wild West Bananza. Chronicle hasalso released theJulius GrowthChart and JuliusMatching Game.

F.A.B./STARPOINTF.A.B./Starpoint will handle a

wide range of back-to-school sta-tionery and accessories, as well asa range of fashion accessories. Itwill also be producing the signaturePaul Frank wallets.

KIDS HEADQUARTERSPaul Frank has signed a domes-

tic licensing agreement with KidsHeadquarters for the Small Paulbaby and toddler and Paul Frankyouth product lines. Both lines willfeature Julius and other Paul Frankcharacters on the clothing.

BUGABOOBugaboo’s Cameleon stroller can

now be dressed with one of the tailoredfabric sets, footmuffs, or blankets fea-turing the signature Paul Frank charac-ters Skurvy, Clancy, or Julius. Thecollection is available online or at Buga-boo retail locations.

BELL SPORTSBell Sports designed a full line of bicycle ac-

cessories for the Paul Frank brand. The line willinclude helmets, pad sets, gloves, water bottles,nameplates, bike streamers, spoke/wheel deco-rations, locks, and scooters. Characters will in-clude Julius, Aku, and Skurvy.

ROYALTIE$

MAY 200918

It is a fact of the licensing business thatjust because a brand is strong and popu-lar in one part of the

world doesn’t mean it willbe strong everywhere else.“There are really greatbrands that may be reallywell known in their owncountry, but don’t translateout internationally,” saysJustin Watson, founder andmanaging director of BAMBrands, which is based inAustralia. Sometimes, itcan be attributed to cultur-al differences. But often-times, the more likely rea-son is that a given compa-ny simply may not knowhow to expand beyond its borders. That’swhere Justin Watson steps in.

BAM stands for “Brick & Mortar,”which Watson uses to illustrate what hefeels is the most important part of buildinga brand. “You need to have really solidground before you can start building,” hesays. BAM, which will focus mainly onfashion brands, as this is the category thatWatson is most familiar with, will workwith companies that have created a solidmarketing program in their native coun-tries, but don’t have the means or the meth-ods to move into new markets. The goal ofBAM is to provide licensors with the “mar-

keting support and creative support to letthem connect all the dots to help find them

the right licensing partners,”says Watson.

Before founding BAMBrands, Watson worked forMighty Fine as marketing direc-tor. Mighty Fine worked as botha licensor and licensee. Thecompany produced apparel andproducts bearing other compa-nies’ properties but also licensedits own in-house properties toother companies for productdevelopment. When Watson leftlast year to found his own com-pany, Mighty Fine was one ofhis first clients. He feels hisposition at Mighty Fine and the

projects he worked on while there, whichincluded working on the company’s ownlicensing programs, have let him developadditional talents that he can use at BAM. Hehad a hand in art direction, product develop-ment, and managing a brand’s growth frominception to execution. “I feel like I have aunique balance of creativity and business inmy roots,” says Watson.

That balance has been what allows Watsonto manage BAM Brands’ business in a uniqueway. “Our business model is a hybrid of distri-bution and licensing,” says Watson.Sometimes, all a property needs is to find theright distributor in the target area to begin get-

ting product into the market. BAM Brands cando that. But sometimes a company needs spe-cific creative direction or marketing plans, andBAM can do that as well. “We combine thecreative development with the marketingdevelopment,” says Watson. “We invest timein the creative materials and marketing mate-rials that go all throughout the process.” In thisway, Watson believes that BAM forms a clos-er bond with the product and the licensor, andis thus able to sell better than other companies.

Watson has big plans for BAM. “I want todevelop BAM into a go-to company for fash-ion brands that want to develop into Asia,Australia, and North America,” he says. Thecompany is continuing to work on adding newbrands to its roster and has been expandingMighty Fine’s brands across Europe as well asother regions. The company has collaboratedwith White Trash Charms for a jewelry collec-tion based on its Trash & Luxury Mighty Finebrand. The French Kitty brand will expandfurther into the U.S. market and has alreadyrenewed the marketing agreements withdepartment stores in Japan. The company alsohas a number of new potential deals in theworks that Watson was unable to elaborate onat this time. Watson also plans to grow thecompany beyond its current focus. “I wouldlove to see BAM diversify into other segmentsof the media and perhaps even begin distribut-ing our own products,” he says. And just as hewould for any one of his clients, Watson hasgiven BAM a solid foundation to work with.

FASHION INTERNATIONALby Paul Narula

BAM will expand the French Kittybrand across Europe and

other territories.

MICHELLE MINIERI, PRESIDENT, BRADFORD LICENSING: Keeping a brand relevantin these times is critical to the longevity of the overall licensing program.Those brands that can be cut out are lacking in strong advantages for thebuyers, therefore keeping benefits top of mind for the consumer is vital. Atthe end of the day, a consumer is looking for a quality product at a rea-sonable price point—keeping these points in mind when developing abrand and its products will ensure its longevity in the marketplace.

KAREN DIAMOND, PRINCIPAL, SYNERGY LICENSING: Consumers are savvy and willcontinue to be discerning in all areas of purchasing. Flamboyant days andreckless spending or investing are over. Luxury brand owners need to beable to meet the needs of their customers in a way that their customers aregoing to feel good about their purchases. Understatement is in.

In these economic times it is important for brands to recognize andcommunicate to their customers that they understand and are respondingto their customers’ needs. Brand owners and licensors need to understandprecisely what the brand delivers and offer value to their customers.

DEBRA JOESTER, PRESIDENT, THE JOESTER LORIA GROUP: A brand is a collectionof emotional and functional attributes that strongly influences purchase.Consumers’ financial inability to make a purchase does not compromise thevalue of a brand. As long as consumers accept the brand’s value and trust

the brand will deliver on its prom-ise—be it performance, quality, price, status, or purpose—they will continue to buy into the brand when they can.

On the other hand, private label products are erodingbranded product sales, especially in commodity categories,and are likely to continue to do so. If brands fail to deliversuperior products, performance, innovation, and aesthetics in productdesign and packaging, consumers will have a hard time justifying higherprice points as compared to private label.

BILL CROSS, EXECUTIVE VICE-PRESIDENT, BROAD STREET LICENSING GROUP: The pres-sure on national brands will continue with private label purchases currentlyaround 25 percent and up to 90 percent in discount retail channels, espe-cially in Europe. Too many brand names have rested on their laurels whileretailers have quietly shifted the perception of private label products from“no-name” and “cheap” to “value” and even “innovative.” And given the highcost of developing and deploying name brand lines, private label productsmay become engines of innovation since they require fewer developmentalcosts, bring a higher return to retail, and need smaller success thresholds.

CARA BERNOSKY, PRESIDENT, IMC LICENSING: This economic shift has giveneveryone a wake-up call and forced a dialog that was, quite frankly, long

ROYALTIE$

MAY 200920

by Chris Adams and Nancy Lombardi

As the economy continues to suffer the effects of the global recession, even the savviest of marketers are facing

increasing challenges not only getting products on shelves, but also convincing consumers that the products

offer an overwhelming quality-to-value ratio to earn consumers’ hard-earned dollars. The licensing industry is

at the crossroads of this battle as the media increasingly reports that consumers are turning to store brands in record numbers.

While this climate does pose a difficult situation for licensors, it is not all doom and gloom. Opportunities can be had for those

who know how to find pockets of opportunity for strong brands. Even though it may be counter-intuitive,

the economy is creating some opportunities for hard-hit consumers who find comfort in brands that have

well-established reputations of delivering quality, value, and comfort. Those that stay the course may win

the battle against the store brand competition. ROYALTIE$ has spoken with numerous licensing

executives discussing how to find opportunity amid chaos and how the recession may

influence consumers’ psyches in the long run. Key responses are presented here.

DEFINING A BRAND IN TODAY’S ECONOMY

IMC’sChiquita-branded

smoothies,from OldOrchardBrands

overdue. Instead of resting on their laurels, brands are forced to reallythink about what they are delivering to consumers and how to combatthe increase in private label sales. At the same time, however, thegrowth of private label brands has ironically given brands yet anotherarena in which to play. While retailers are looking to make their doorsa go-to destination, they are increasingly turning to brand exclusives toaccomplish that. Whether it is Kohl’s prolific use of exclusive licensesincluding Simply Vera Wang, Daisy Fuentes, and Food Network, amongothers, or Kroger’s attempt with the Disney Magic Selections line, orOffice Depot with the Sharper Image line, retailers are employinglicensed brands as their private label offerings. Conversely, some privatelabel brands are becoming so strong that they are proving to have legsoutside their original retail home. For example, Safeway’s O Organicsline has become the biggest organic brand in the country and is avail-able to other retailers outside of the Safeway family.

ANGELA FARRUGIA, GROUP MANAGING DIRECTOR, THE LICENSING COMPANY: This isa time when trailing alternatives are at a peak, so brand loyalties will be madeand lost quickly. Customers will only return if those brands they abandonedhave truly evolved and are speaking the same language as consumers.

Shopping habits in the U.S. have changed forever. Decadence will be

different when, and if, it returns. The whole world is learning new waysof doing things—or not doing things—eating at home versus eating outis a classic example. Consumers may well discover the delights of enter-taining at home and make this a trend for the future.

RAMEZ TOUBASSY, PRESIDENT, BRAND SENSE PARTNERS: As the market contin-ues to deteriorate and the recession drags on, everyone will be yearningfor the good old days. The days of conspicuous consumption may begone for a while, but, if brands are sensitive to the more subdued and lessflashy mindset of consumers, the consumer brands that have been aban-doned during the recession should be able to pick up right where theyleft off. Brands need to make sure that they have their finger on the pulseof a less ostentatious, more value-oriented consumer when they designand market their products, but if they do that they should be in phe-nomenal shape to regain market share and be successful once more.

While it may seem that the economy is in the midst of a long, hardstruggle, brand licensors are already positioning themselves for the even-tual rebound of the economy. The question is not if there is a light at theend of the tunnel, but how far off that light is and what types of oppor-tunities will exist in the interim.

It’s been proven that consumers gravitate toward trusted brands, which is why licensed products have always performed well across so many diverse categories. In years pastit has always been easier to enter a new category with a new product as long as a well-known name was attached. Yet this current recession has been unlike any other and isthrowing many of these long-held beliefs out the window. While some consumers are trading in trust for less expensive store brands, licensors are holding strong that once theeconomy bottoms out, consumers will return to their previous habits. In the meantime, it hasn’t stopped companies from introducing new licensed products. In many ways, it

is making licensors work that much harder to be even more creative for the brands they represent. One example of this is shown above on the left. Discovery StudentAdventures (from Discovery and World Adventures Unlimited and brokered by The Joester Loria Group) is offering licensed student vacations. Tapping into youth travel is one

way to extend the Discovery name. Shown above on the right are Burger King-flavored chips from The Inventure Group, brokered by Broad Street Licensing Group.

ROYALTIE$

MAY 200922

A Quickie Clean-UpThe Licensing Company announced the launch of Reckitt Benckiser’s Lysol-branded cleaning

tool collection. Available in stores now through a partnership with Quickie ManufacturingCorporation, this collection is multi-functional. The line is treated with antimicrobial protection tocapitalize on the antimicrobial trend from last year and yet appeals to a healthier consumer whodemands feature-packed cleaning tools that yield a safe result.

This line is developed from the ground up featuring a triangular-shaped handle that hasintegral rails of non-slip grip, which allows the user to hold and control even with wethands. Pivoting scrub brushes adjust 360 degrees to perform in the toughest conditions.They allow for fast, efficient scrubbing of grout lines and messes other tools cannot. Otherproducts include microfiber sponges, contoured brushes, flexi-brushes that clean virtuallyanything, and multi-purpose tools that serve a variety of needs.

Brand Sense Partners (BSP) has hired JohnMoore and his team of designers, merchants,and artists at The POP Studio. “POP” stands for“Pencil on Paper,” the blank canvas from whichevery new creative venture begins. Mooreserves as president and creative director of ThePOP Studio as well as chief creative officer ofBSP. The POP Studio will operate as a BrandSense portfolio company. It will deliver full-ser-vice creative direction with a focus on brandimage, product design, and retail environmentsin the fashion and apparel industries.

Moore made his first major footprint on thefashion industry with Abercrombie & Fitch. In1999 he was chosen to create the third conceptfor A&F. Moore conceptualized the brand identi-ty and store concept, directed clothing andgraphic design, and named it Hollister Co. Hequickly rose up the corporate ranks to globalconceptual director of all businesses at A&F.

The POP Studio is currently engaged in sever-al key projects including providing lead creativedirection for the turnaround of Mexx, a LizClaiborne brand, as well as developing a lifestyle,fitness apparel concept for Shape Magazine.

There are seven additional creative mem-bers at The POP Studio based in Culver City,Calif., with collective experience that includesLevi’s, Juicy Couture, Abercrombie & Fitch,Hollister, Earl Jeans, Ocean Pacific, Kova & T,Modern Amusement, Habitual Jeans, and TheNorth Face among others.

ROYALTIE$

MAY 2009 23

Brand Sense Pops

Synergy Savesthe Earth

The Save the Earth Foundation has signedan exclusive agreement with Synergy Licensing torepresent the Save the Earth logo and trademarksacross all product categories and retail sectors.

The Save the Earth logo has personifiedthe eco-friendly movement since1972, according to Synergy.

I’ll Drink to ThatOld Orchard Brands signed a licensing agreement with Chiquita to produce frozen fruit

smoothie concentrates. The deal was brokered by IMC Licensing, which represents Chiquita.The Chiquita Frozen Fruit Smoothies are now available in recyclable 12-ounce plastic cans,

which provide three, eight-ounce servings when blended with ice andwater. These are all-natural products with each serving containingat least half of a cup of fruit and 100 percent of the recom-mended dietary allowance of Vitamin C. The lineincludes popular flavors such as Strawberry Banana,Banana Colada, Peach Mango, and Mixed Berry.

A national consumer campaign began on April 1,which is supported by a nationwide advertising campaignthat includes broadcast television, radio, and print ads, as well as free-standing coupon insertsplaced within the top 100 U.S. newspapers. In-store merchandising includes floor graphics,shelf signage, and a variety of sampling events.

ROYALTIE$

MAY 200924

Joester Loria Offers Trips of DiscoveryThe Joester Loria Group recently brokered a deal on behalf of Discovery

Education with World Adventures Unlimited, Inc., a subsidiary of Ambassador

Group, Inc., for youth travel adventures.This partnership creates Discovery Student Adventures, which are a series of

adventure/education-based vacations for kids ages 10–17.The Joester Loria Group says that student travel now accounts for 25 percent

of all travel by Americans and the segment is growing.In the summer of 2010, Discovery will offer eight adventure-based interna-

tional trips for students and accompanying teachers. Parents, students, and teach-

ers can learn all about the trips at www.discoverystudentadventures.com.

Steak ’n Shake Is a Global IconGlobal Icons announced its licensing partnership with The Steak ’n Shake

Company, the classic American restaurant chain and creator of the Steakburger.Global Icons will manage and develop the Steak ’n Shake licensing program

and extend the brand reach, transforming the restaurant’s menu favorites intoeasy-to-make meal-planning solutions. The Steak ’n Shake-branded merchan-dise line will leverage and expand the brand through licensing.

Snacks: Have

it Your Way

Broad Street Licensing

Group working withits client,

Burger King,signed with The

Inventure Group for Burger

King-licensedsnacks. The

items are currently being sold

worldwide (except for the U

K)

in vending, grocery, and club

stores. Flavors in the line

include Ketchup & Fries,

Flame-Broiled, Onion Rings,

and French Toast. Broad Stre

et

says the product is setto top

$50 million annually by 2012

.

Source InterlinkBrands Drive SalesSource Interlink Media (SIM) is the owner of morethan 70-plus brands. SIM’s licensing strength within theautomotive category continues to drive sales. Key itemsinclude Motor Trend-branded automotive accessoriesand parts. Cellular accessories are strong as well, featur-ing new Bluetooth items and charging units, says SIM.This year, the company is launchingnew programs with Hot Rod appareland accessories as well as a new HotRod garage program. SIM is alsolaunching Slam-branded appareland other action sports-basedapparel and accessory lines.

*Product categories are: Adult Apparel; Children’s Apparel; Souvenirs, Noveltiesand Collectibles (Games, Puzzles, Toys, Ornaments, Sporting Goods); Plush Products; Replica Vehicles; and Licensing Representation Outside North America.

Proposals will be considered from manufacturers, master licensees, agents or other parties. Prospective licensees are invited to compete for multiple categories.

NYC & Company is the City’s official marketing, partnership and tourism organization.

This is New York Citynycgo.com

The Official New York City Licensing RFP. Applying is as easy as N-Y-C.NYC & Company’s licensing division is now seeking proposals via a request for proposal (RFP) for licensing rights to a wide range of categories.* To view, and download the RFP visit nycgo.com/licensing. Proposals are due no later than June 26, 2009 @ 5pm. For more info, email [email protected] or call 212-484-1200.

Not all art is placed in a frame or on apedestal and set in a museum.Art canbe everywhere, from a greeting card

to a paper plate. And art licensing is the busi-ness that can bring art from the artist to anappreciative consumer. By presenting an artist’swork as a brand and licensing imagery to man-ufacturers, art licensors have developed aunique category of licensing that is differentenough to support its own trade show (Surtex,which will take place this month fromMay 17–19) and awide variety of product categories andlicensing deals.

FROM ART TO LICENSEThe art licensing category can be very dif-

ferent from other licensing categories. Whilethere are many art brands and art licenses onthe market, even popular or recognized artdoesn’t necessarily bring a name to a con-sumer’s mind. “There are very few ‘superstarartists’ such as Thomas Kinkade or MaryEngelbreit in the market today but there are abunch of amazing artists that are known morefor their look than their name,” says RobMejia, president of RJM Licensing. It’s thatlook that forms the core of any art brand and ismore important to its licensing business than thename, even for the “superstars” of the category.In addition, an art license can be incredibly ver-satile. Les Brewin, vice-president atArt MakersInternational, points out that “the same designcan be used on cards, school supplies, vinylclings, party wares, and/or figurines.”

ART AND THE ECONOMYLike many industries, art licensing has seen

some changes during these economic times.Licensees have often pulled back spending, pre-ferring toworkwith their in-house design teamsor with artists and agencies with whom theyalready have established relationships.“Potential licensees have more faith in estab-lished brands, especially in this economy, thanlesser known or start-up brands,” saysStephanie Drenka, contract and PR coordinatorat Bradford Licensing. However, even whilelicensees are avoiding risks, they are still seek-ing high-quality work. “Even if they have asmall budget, they want to buy great work,”says Lilla Rogers, president of Lilla RogersStudio. Many in-house teams cannot reproduce

the same level of work as a professional artistand thus many licensors continue to do solidbusiness on the basis of a strong design portfo-lio or, in the case of art licensing agencies, astrong stable of artists to work with. “Gooddesigns win every time,” says Jim Meserve,president of Next DayArt.

For some companies, while royalties havegone down, revenue has gone up thanks to otherchanges. “We’re finding that because we’re notDisney or a huge licensor that charges huge up-

front fees, we’re actually gettingmore deals andoffers,” says Maria Brophy, CEO of Son of theSea, which represents Drew Brophy and othersurf-oriented artists.

In some cases, economic difficulties haveactually led new artists to the licensing cate-gory. Porterfield’s Fine Art has begun work-ing with a number of artists who previouslydid not participate in art licensing. Variousproblems, ranging from poor sales at theirgallery shows to a decline in available illus-tration work, has resulted in many artists tak-ing another look at licensing their art andworking with licensors and manufacturers.When these artists choose to sign on with alicensing agency, such as Porterfield’s, itgives the company a wider range of art topresent to potential licensees and works inboth the artists’ and the agency’s favor.

Some artists have even drawn on thetroubling times to inspire popular work.Dena Designs has created a new line calledhappi by Dena, inspired by the artist’s needto present happiness in a time when peoplefeel morose and downtrodden. The line hasreceived the attention of numerouslicensees already and continues to expandits roster of licensees in categories rangingfrom social expressions to quilting materi-als. “The positive message being sent hereis perfect for the times,” says DenaFishbein, artist and head of Dena Designs.“Everyone wants a little bit of happiness.”

Lance Klass, president of Porterfield’s FineArt, echoes the sentiment, stating, “More peo-ple are now recognizing what they’re calling‘comfort art’ is the stuff that sells the best.”

BEYOND THE FRAME

ROYALTIE$

MAY 200926

by Paul Narula

Snow White Discovers The Cottage, by Thomas Kinkade

SHOWTIMEMuch of that comfort art and even edgier

fare is introduced to licensees at Surtex. Surtexis one of the most important shows in the worldof art licensing. For 25 years the show has gath-ered artists, agencies, and licensees under oneroof to provide a one-stop shop that can opendoors and provide myriad opportunitieson both sides of the category.Surtex is one of the onlyshows in the U.S. that isfocused solely on art and artlicensing and provides awide variety of programsbeyond the show itself forexhibitors and attendees,ranging from business educa-tion seminars to talks on howto improve one aspect of theirbusiness or another. “It’s a rela-tively affordable show for[new licensors] to jumpinto the licensing busi-ness,” says John Haesler, partner at MHSLicensing. This year, Surtex will see more than250 exhibitors, a strong number for the showwhen everyone is watching their budget. Theshow will also once again take place adjacent tothe Stationery Show, a show that features one ofart licensing’s strongest categories. The close-ness of the shows allows for significant interac-tion and increased traffic, as each group ofexhibitors and attendees have more thanenough reason to attend both shows.

Another major event for art licensing is theInternational Licensing Expo (commonlyknown as Licensing Show), taking place in

June. While Surtex focuses solely on art licens-ing, Licensing Show represents the other end ofthe spectrum.Though art licensing does have itsown section on the show floor, Licensing Showencompasses the entirety of the licensing busi-ness, of which art forms only one part.Nonetheless, Licensing Show also reaches a

wider audience than Surtex. Themore general focus of the showcan bring art brands in touch withlicensees that wouldn’t comeinto contact with the artists or donot attend Surtex.

Both Licensing Show andSurtex have proven to be valu-able assets to most licensors.Almost every licensor choosesto attend one or both of theshows and many receive dif-ferent results from year to year.

“Some years I’d sayLicensing Show was bet-ter for us. Other years,

Surtex was better,” says Robert Giordano, pres-ident of Giordano Studios. However, this yearmarks a fairly major change in the dynamicbetween the shows. Surtex remains in NewYork City’s Jacob Javits Convention Center.But Licensing Show will take place on the otherside of the country, in Las Vegas. This hasforced some difficult choices for attendees andexhibitors. Companies that are located on theEast Coast have had an easy time attending bothshows, as many were within driving distancefrom New York City. Traveling to Las Vegascan incur significant expenses and most compa-nies are not necessarily willing to spend that

much money at this time. “We might see adecrease in the amount of smaller and inde-pendent artists that are able to attend,” saysLinda Mariano, vice-president of marketing andlicensing at the Thomas Kinkade Company.The move will have a strong influence not onlyon the attendee demographics of LicensingShow, but for Surtex as well. With Surtex as theonly remaining option for convenient exposureon the East Coast, many believe that the showwill see a rise in attendance by companies thatactively seek out art to license. Companies thatpreviously only conducted their art licensing atLicensing Show may now instead seek to dotheir business at Surtex, thanks to its conven-ience. GLM, the company behind Surtex, alsoposits that there may be a rise in Europeanattendance at the show, since traveling to LasVegas from Europe is more expensive. Manylicensors expressed a concern that proximity tolarge movie studios and entertainment giantswill make it hard for non-entertainment brandsto stand out at a West Coast-based show, whichmakes Surtex all the more important.

While it is impossible to predict the future ofany category, its clear that things are changingfor art licensing. Licensing Show’s move hashad an impact on all aspects of the licensingbusiness, and Surtex and art licensing are noexception. Though the extent of that changeremains to be seen, licensors and GLM haveexpressed confidence in the future of the show.“Our goal is to continue producing a show thatis extremely viable and lucrative forexhibitors,” says Penny Sikalis, vice-presidentof GLM and Surtex show manager. “We’relooking forward to a positive show.”

ROYALTIE$

MAY 2009 27

Darker, edgier art such as Dan Statler’s VultureKulture images can also be strong licenses.

ART LICENSING

ROYALTIE$

MAY 200928

by Paul Narula

THOMAS KINKADE COMPANYThomas Kinkade has teamed up with NASCAR to create a series of

original paintings based onthe most famous NASCARsporting events. NASCARThunder, shown here, com-memorates the 50th anniver-sary of the Daytona 500.

SON OF THE SEASon of the Sea

has licensed Siggto create travel-ing water bottlesthat feature DrewBrophy’s surfer-oriented art.

DENA DESIGNSSunrise Greetings will be using happi

by Dena imagery for envelopes, boxes,and labels for Mother’s Day.

RJM LICENSINGCeaco has expanded its line of puzzles

featuring RJM’s Lesley Anne Ivory’sIvory Cats artwork. Ceaco now producesnine puzzles featuring the images.

BRADFORD LICENSINGBradford Licensing’s Happy House brand (shown) is

expanding its FabFriends social net-work for friends ofthe brand and willcontinue to lookfor new licensees.

Art can be everywhere, especially when it’s licensed. Elegant landscapes and whimsical characters can appear onany type of product, as long as the artist is willing and ready to find the means to take his or her work to themarketplace. Here is a sampling of some of the latest deals, brands, and artists to hit the art licensing arena.

ROYALTIE$

MAY 2009 29

GIORDANO STUDIOSGiordano Studios

will unveil SafariShowcase. This lineof art will be used asa line of quilting art,distributed solely toindependent stores.

NEXT DAY ARTLang has signed Next Day Art’s

artist Helen Rhodes for a number ofnew products, including calendars(shown) and pocket organizers.

PORTERFIELD’SFINE ART

Donna Knold is one ofPorterfield’s newest artists. The com-pany will focus on expanding Knold’sartwork into products such as apparel,décor, greeting cards, stationery, andmore.

SYNCHRONICITYSynchronicity will be repre-

senting urban artist Justin BUAin all licensing endeavors as theartist licenses his work for thefirst time this year.

MHSLICENSING

Eagle Textiles is pro-ducing a full line of bed-ding products for MHSLicensing artists TheHautman Brothers.

ART MAKERS INTERNATIONALArt Makers International is seeking partners for Vicky Howard’s

new line of holiday-themed art. Potentialcategories include greet-ing cards and apparel.

One of the goals of licensing is tonurture a license into a brand andthen into a lifestyle. It’s a path near-

ly every license aspires to navigate, but veryfew truly achieve it in a meaningful—andprofitable—way. Jeep was simply a vehicle.It then ventured into licensing. It has nowmorphed into a way of life that symbolizes amix of outdoor adventure and rugged sophis-tication. It stands on its own to the point thatthe deep problems in the auto industry havenot affected the licensed products in eitherthe U.S. or abroad, according to The JoesterLoria Group, which represents Jeep forlicensing. This rugged sophistication is evenmore pronounced in non-U.S. markets whereJeep vehicles are more expensive than theirU.S. counterparts so, in turn, a higher-endlicensing program can be crafted.

The Jeep licensing program is robust inthe U.S. with everything from apparel to dogstrollers, and it spans a variety of pricepoints. But in non-U.S. markets, specificallySouth Africa, Australia, China, and Korea, itmakes for a very strong high-end program intop department stores.

“Jeep denotes an adventurous, outdoorrugged lifestyle,” says Debra Joester, presidentof The Joester Loria Group. “We really believethat the brand has to have a consistent globalidentity but act local as far as understandingeach demographic. And in each of those marketsthat concept is interpreted a little differently.”

Part of the Jeep program’s success stemsfrom the shop-in-shop concepts as well as theJeep free-standing stores in the four marketsmentioned previously. Joester explains that

with this strategy Jeep is staffing its own stores,offering better service to the consumer, and isable to keep a handle on its brand message. Asa result, the international business is driven bysoft goods (as evidenced by the images on theright from South Africa and Korea).

“We started in South Africa and it’s beenamazing,” says Joester. “It’s become the posterchild for what we are rolling out for the rest ofthe world. China came next and we opened astore in the Beijing Airport in time for theOlympics. The Olympics were very importantto China and knowing that Jeep was support-ing them was very important,” she says.“Australia is in a lot of ways similar to SouthAfrica. They have picked up a lot of the sameshop fixturing and it’s been a seamless execu-tion between these two markets.”

But the next exciting new move is intoKorea and it has been years in the making. “Wehave been speaking to a number of Koreancompanies over the years [looking for the rightopportunity],” Joester says. “We just launchedat the beginning of 2009 with shop-in-shopstores in Lotte [the department store chain] andthere will be a lot more by the end of the year,”she says. Lotte is one of the better departmentstores in Korea and, in addition, Jeep free-standing stores are in development for Korea.

“Korea is now considered the style leaderin Asia,” says Joester. “It’s a much youngeraudience. The people have a funkier style andare more fashion forward.”

The Jeep brand will continue to expand inter-nationally and there is no doubt it should be asuccess. “We see each market as distinct andthe next market for us is Russia,” says Joester.

JEEP DRIVES SUCCESS ON AN INTERNATIONAL STAGE

ROYALTIE$

MAY 200930

by Nancy Lombardi

Pictured above is apparel from licenseeMusgrave Agencies in South Africa. The

South African Jeep adult apparel is sold inJeep’s free-standing stores, leading

department stores Edgars and Stuttafords,and outdoor retailers such

as Trappers Trading.

Shown below is a Jeep print ad from Koreanlicensee Wholehauss. The company hasdeveloped a collection of men’s and

women’s casual wear, which launched inFebruary. The apparel is available in Jeep

shop-in-shops in high-end Koreandepartment stores such as Lotte.

There are few categories in licensingthat have as much history as thecandy business. The feel-good

attributes associated with candy have helpedstalwarts in the industry maintain a high pro-file that has acted as a springboard forlicensing. Candy properties offer multi-gen-erational appeal as each subsequent genera-tion of kids acquire a taste for a little some-thing sweet. Right now, some of the oldest,best established candy brands are makingbig inroads in licensing.The New England Confectionary

Company (NECCO) owns some of the old-est brands in the business—brands thathave stood the test of time and the econom-ic turmoil that has cropped up in thosetimes. The main focus of the company’slicensing program, which will go through acomplete refresh in 2010, is theSweethearts brand (which originated in1866), but also old-time favorites includingMary Jane’s (a Depression-era candy) andNECCO Wafers (introduced in 1912). “Thebrands we own show that they reach con-sumers in all financial and social marketsand situations,” says Jackie Hague, vice-president of marketing for the NewEngland Confectionery Company.Another classic candy manufacturer that

has grown its licensing stable in the past twoyears is Mars, which own classic candybrands such as Milky Way (introduced in1923), Snickers (introduced in 1930), andM&M’s (first served to American GIs in1941, during WWII), among others.“We’ve grown from 12 licensees to 50 in

the past two years and we’re supporting ourlicensees to make the biggest impact atretail,” says John Capizzi, general manager,wholesale and licensing, Mars Retail Group.“We’ve ramped up relationships withlicensees and now we provide retailers witha broader product mix, a higher caliber oflicensees, and a stronger product develop-ment program. In addition, we’ve assembleda team of experts to really move the licens-ing program forward.”Hershey’s is another of those classic

candy brands that has not only stood the testof time, but prospered. The Hershey’s stableincludes the iconic Hershey’s bar (introducedin 1900), Hershey’s Kisses (introduced in1907), and Reese’s Cups (introduced in1928). Global Icons manages Hershey’slicensing campaign and has announced anumber of new licensees with productsexpected to hit shelves in 2009 and 2010.Of course, talking about the rich history

of the candy category doesn’t tell the wholestory. Classic candy brands that thrive todayas modern-day favorites have also estab-lished themselves in the candy category.The Licensing Company (TLC) has

developed a substantial food and beverageprogram for the Jelly Belly brand of jellybeans. The licensing program now boasts 53licensees worldwide and has experiencedconsistent 40 percent growth year over year.TLC is almost ready to announce its newestlicensee, which will offer a line of carbonat-ed and non-carbonated soft drinks.“The reason our food and beverage pro-

gram took so long to come about is because

we spent our time with flavor technologiststo accurately recreate the top 50 flavors ofJelly Belly,” says Angela Farrugia, groupmanaging director at The LicensingCompany. “We always set out to create thewhole brand experience of Jelly Belly.”

AFFORDABLE LUXURYWhile candy licensing may not be the

“sexiest” segment of the licensing industry—it doesn’t offer the potential and the glamourof blockbuster movie properties—it alsodoesn’t suffer from some of the shortfalls ofhigher-profile properties.“There are cycles when candy licensing

CCAANNDDYY LLIICCEENNSSIINNGG:: AA HHIISSTTOORRYY OOFF SSWWEEEETTNNEESSSS

ROYALTIE$

MAY 200932

by Chris Adams

The strength of Mars Retail Group’s M&M’sbrand helped Maxell get placement at retail

for its licensed ear buds.

is stronger, but these peaks and valleystend to be much more modulated than whatwe typically see with entertainment-basedproperties, which generally have shorterlife spans,” says Lisa Marks, president ofLisa Marks & Associates, which managesthe licensing of candy brands such asPeeps, Hot Tamales, Mike & Ike, Smarties,Dum Dum Pops, and Warheads. “Movinginto 2010, retailers are looking to tried-and-true categories, like candy, to providepredictable sales response and mini-mize risk.”

The low price points of the actualcandy help keep it higher profile in thistime of economic hardship. While fam-ilies may be cutting back on eating outat restaurants and certain types of enter-tainment, candy sales are actually grow-ing despite the economy.

“Consumers are still willing toindulge in an affordable luxury, despitethe struggling economy,” says Mars’sCapizzi. “They are looking for small luxu-ries and candy definitely fills that need.”

SWEETS VS.SWEET PRODUCTS

Taking a walk down the candy aisle of anyretailer, it is easy to become overwhelmed bythe number of brands residing there. Thereare certainly an array of classics, there arefresh faces, and many brands that fall some-where in between. Then, the brands can bedivided into those that have licensing poten-

tial and those that will exist only as sweets.What separates the two?

Lisa Marks & Associates has identifiedfive overall brand characteristics that predi-cate success for candy brand licensing. First,the brand must have strong multi-genera-tional awareness and appeal. Second, it musthave great art assets representing both con-temporary and vintage imagery. Third, itmust have recognizable and fun/unique

characters associated with the brand.Fourth, it should have a distinct and desir-able flavor profile. And fifth, it should havean established emotional connection with theconsumer.

Even properties that meet all five of thesecriteria could experience difficulties at retail.Think of the criteria as tools and the overallexecution of the licensing program is whatreally distinguishes a brand. This involveschoosing the right categories to enter, choos-ing the right licensees, and discovering theright retail partnerships to enter. That is whathas worked for TLC’s Jelly Belly property.

“TLC is very strategic,” says TLC’sFarrugia. “When we enter a market space, wedo it because we know there is consumerdemand, we know there is buyer demand, andwe know we are working with a licensee thatcan create great product. We also have thebacking of some of the biggest retailers.”

Of course, the relationship betweenlicensee and brand is a two-way street. Sure,the licensee must offer distribution into cer-tain channels and retailers, but sometimesthe right brand can offer help in thatdepartment. Mars’s Capizzi says that earbud licensee Maxell couldn’t get into acertain retailer because another manufac-turer had an exclusive agreement.However, when Maxell introducedM&M’s ear buds, it got Maxell in thedoor with that account.

SWEET SUCCESSThe candy industry offers a rich, storied

history. With connections as varied as TheGreat Depression and WWII, Halloween andEaster, the points of reference are nearly end-less. After all, each subsequent generation ofkids develops a taste for the sweet stuff. Asthese children grow into adults, some of thebest, most carefree memories hearken back tosweet-toothed youth. As adults, many peopleturn to sweets as a means of solace or just fora small indulgence. When managed correctly,marketers of licensed candy products can tapinto this world of memory and escape, assome of the oldest and highest profile candybrands have managed to do.

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Jazwares created these Hershey’s-licensed USB drives.

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CCAANNDDYY LLIICCEENNSSIINNGG

Candy brands carry with them a long, rich history that includes memories of sweeter days. However,the brands are far from one-trick nostalgia ponies as each generation of children discovers a taste ofsomething sweet. Licensors in the category harness all of these good feelings for their properties.

by Chris Adams

GGLLOOBBAALL IICCOONNSSGlobal Icons manages the licensing for the Hershey’s stable of brands. New licensees include

Jazwares for USB drives, digital cameras, MP3 speakers, and digital photo frames; Pet Brands forpet toys and pet beds (shown); World Trade Jewelers for fine jewelry for high-end boutiques,department chains, and specialty stores; Mighty Fine for juniors’ T-shirts; DGL Group forHershey’s-branded ear buds; and MMG for hosiery and socks.

BBRRAADDFFOORRDD LLIICCEENNSSIINNGGBradford manages the PEZ licensing program. The PEZ collection of children’s eyewear

(shown), by A&A optical, offers eyewear options in classic and contemporary styles and funshapes and colors. PEZ for Pets is a new brand from the Sherpa Pet Group featuring a pet-ori-ented version of the classic candy dispenser.

MMAARRSS RREETTAAIILL GGRROOUUPPOver the past two years the Mars Retail Group has invested in its licensing program and has

grown its stable of licensees from 12 to 50. Licensees include Maxell for ear buds, MZ Berger forwatches (shown), CandyRific, Bonne Nell, and Bradford Exchange.

LLIISSAA MMAARRKKSS && AASSSSOOCCIIAATTEESSLMA manages a range of candy brands for licensing, including Peeps, Hot Tamales, Mike &

Ike, Peanut Chews, Smarties, Dum Dum Pops, and Warheads. New for Peeps is a line of hand-painted ivory china from Lenox (shown), as well as luggage tags, key rings, chirping chicks, bun-nies, and plush baskets from Russ Berrie.

SSYYNNCCHHRROONNIICCIITTYYThe Tootsie Roll candy brands—Tootsie Roll, Tootsie Pops, Charms, Cella’s chocolate-covered cherries, Charleston Chews, Sugar Daddy,

Sugar Babies, Dots, Junior Mints, Pom Poms, and Blow Pops—are represented by Synchronicity. The program encompasses more than 50licensees, from the Idaho Lottery to Intradeco Apparel (organic kids’ T-shirts), from Mattel (collectible trucks) to Yerzies (customized apparel).

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NNEECCCCOOThe plan for NECCO moving forward is to prioritize its Sweethearts brand,

which will be experiencing a complete refresh in 2010. In 2009, Sweetheartsbecame a licensee for the Twilight and USO brands.

LLIICCEENNSSIINNGG LLIINNKKDippin’ Dots is among the candy brands that are represented by Licensing Link. New items for

Dippin’ Dots include flavored lip balm, as well as a line of make-your-own Dippin’ Dots toys fromBig Time Toys.

BBRRAANNDDGGEENNUUIITTYYClient Cadbury Adams has recently extended its relationship with Frankford

beyond Sour Patch Candy Canes to include Sour Patch Jelly beans. Flavors includered berry, lime, lemon, and orange.

TTHHEE LLIICCEENNSSIINNGG CCOOMMPPAANNYYNew Jelly Belly-licensed lines include the Jelly Belly Couture line of baby clothing available

at Target. Shown is the Jelly Belly Creeper, which is a two-pack of corresponding infant body-suits. Also new is a line of bath and body products available at Sears. Expect a licensee for car-bonated and non-carbonated Jelly Belly soft drinks to be announced soon.

IIMMCCIMC announced that it has negotiated a new licensing agreement for Rocky Mountain

Chocolate Factory to develop a premium hot cocoa mix. Licensee Lehi Roller Mills is aproducer of flour and gourmet brownie, pancake, muffin, and cookie mixes. The companyis known for its cloth bag packaging.

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BRANDISSIMO!BABB AND FISHER, PROMOTIONSBrandissimo! promoted two key executives to better man-

age the company’s continued growth in its online games andvirtual worlds business. Executive vice-president and generalmanagerAndy Babb was named president. Vice-president JoshFisher was promoted to executive producer and senior vice-president of content.Babb joined Brandissimo! in July 2007. Under his leader-

ship, Brandissimo! produced the online MMOG NFLRUSHZone for the National Football League.Fisher is an Emmy Award-winning executive who created

and co-founded Urbaniacs.com, an online social communityand gaming site in the form of a comic book world come to life.Fisher has 12 years experience creating and producing contentfor young audiences, tweens, and teens.

SCI FI VENTURESALAN SEIFFERT, SENIOR VICE-PRESIDENT

SCI FI hired Alan Seiffert as senior vice-president, SCI FI Ventures. He is charged withassessing, developing, and implementing newbusiness strategies and partnerships that extendthe SCI FI brand into new markets and gener-ate significant incremental revenue. Targetgrowth areas include digital gaming, mobile,technology, licensing and merchandising, and

the youth market. Previously, Seiffert was senior vice-president,business development & partnerships for CNBCAsia Pacific.

CHORIONPAULA ROSENTHAL,SENIOR VICE-PRESIDENT, CREATIVEChorion hired Paula Rosenthal as senior vice-president, creative.

She will manage a production slate and create new content. Mostrecently Rosenthal worked with ABC Cable Networks Group su-pervising the development and production of preschool program-ming for Disney Channel. As vice-president of Playhouse Disney,she was responsible for programming and production strategies,creative development, and the day-to-day execution of entertain-ment and learning-based properties.

DISCOVERY COMMUNICATIONSKELLY DAY, COO, DIGITAL MEDIA AND COMMERCEDiscovery Communications promoted

Kelly Day to COO of the company’s digitalmedia and commerce division. Day will over-see all operations for the recently combineddigital media and commerce division, includ-ing the company’s U.S. websites; interactivetechnology; digital operations and program-ming; and licensing and home entertainment.Most recently, Day served as COO of Dis-covery’s commerce division.

TRAVIS J. RUTHERFORDFOUNDS TRAVIS JAMES, LLCTravis James, LLC, is an independent licensing, consult-

ing, and brand management company founded by Travis J.Rutherford. It provides a wide range of personalized servicesto its clients that include brand owners, entertainment com-panies, production companies, licensees, and agents. TravisJames facilitates the global expansion of intellectual prop-erty by creating the right long-term partnerships betweenbrand owners, manufacturers, distributors, and retailers; rep-resenting brands, entertainment properties, manufacturers,and promotional companies; developing and implementingstrategies to achieve tangible results; generating new revenuestreams and expanding markets; managing brand expansioncampaigns; leveraging a global network of strategic partners;and delivering superior client service. The client base in-cludes American Extreme Team, Body By Jake, Brand SensePartners, Claire Murray, Extreme Corporation, FremantleMedia Gaming, P-Popz, Rollerball, and Sidhe Interactive.For more information, visit www.travisjamesllc.com.

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BRANDING AGENCIES

Guess Who?This licensing exec has fused the skills he learned at companies such as Mattel,Warner Bros., and Neutrogena to create his own licensing company, which nowrepresents a wide variety of properties ranging from talented musicians to

artistically painted melting clocks. Who is he?

Answers onpage 38

BeanstalkBrand CentralBrandgenuityBrand Sense

Broad StreetEquity Management

FusionIMC

Joester Loria GroupLisa Marks Associates

LMCAMODA

Nancy BaileySloaneVision

The Licensing Company

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JJUUNNEE2–4 E3 e3expo.com Los Angeles Convention Center Los Angeles2–4 Licensing International Expo licensingexpo.com Mandalay Bay Convention Center Las Vegas28–30 Summer Fancy Food Show New York specialtyfood.com Jacob Javits Convention Center New York City

JJUULLYY23–26 Comic-Con comic-con.org San Diego Convention Center San Diego

AAUUGGUUSSTT8–10 Gourmet Housewares Show thegourmetshow.com Moscone Center San Francisco14–20 New York Home Textiles Market Week nyhometextilesmarketweek.com Jacob Javits Convention Center New York City31–9/2 MAGIC Marketplace magiconline.com Las Vegas Convention Center Las Vegas

SSEEPPTTEEMMBBEERR13–16 ABC Kids Expo theabcshow.com Las Vegas Convention Center Las Vegas30–10/1 Brand Licensing Europe brandlicensingeurope.com The Grand Hall, Olympia London

OOCCTTOOBBEERR5–9 MIPCOM mipcom.com Palais Des Festivals Cannes, France6–9 Fall Toy Preview toyassociation.org Dallas Market Center Dallas17–22 High Point Market ihfc.com International Home Furnishings Complex High Point, NC

Joshua Romm is the founder and president of Fusion Licensing, Inc. Romm has served as a licensingconsultant to leading Fortune 500 companies and U.S.governmental agencies. Fusion’s current clients includeEMI Music, The Royal Mail, Austin-Healy, Triumph,Daisy Rock, the estate of Salvador Dali, and other signature artists. Romm has held executive and international business management positions at WarnerBros. Consumer Products, Equity Management, Inc., Mattel, and Neutrogena. He is also a board of directors officer for the Global Children’sOrganization (GCO) and has organized and led conflict resolution camps inThe Balkans and Northern Ireland. In 1999, he represented the GCO at asummit on conflict resolution at the United Nations.

Solutions to Puzzles on Page 37

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POSTED BELOW IS A SAMPLING OF WHAT AMERICAN CONSUMERS ARE INTERESTED IN THIS MONTH.

by Christopher Byrne

MOST VISITED WEBSITES, Q1 2009SOURCE: COMSCORE WORLD METRIX

SITE • VISITORS • PERCENTAGE OF GLOBAL INTERNETAUDIENCE1. Google • 776 million • 77 percent2. Microsoft sites • 647 million • 64.2 percent3. Yahoo! sites • 563 million • 55.8 percent4. AOL • 273.1 million • 27.1 percent5. Wikimedia Foundation sites • 273 million • 27.1 percent6. eBay • 241 million • 23.9 percent7. Facebook • 222 million • 22 percent8. Amazon sites • 187 million • 18.6 percent9. CBS Corporation • 179 million • 17.7 percent10. Fox Interactive Media • 173 million • 17.2 percent11. Ask Network • 165 million • 16.3 percent12. Apple, Inc. • 162 million • 16 percent13. Tencent, Inc. • 159 million • 15.7 percent14. Baidu.com • 152 million • 15.1 percent15. Adobe sites • 124 million • 12.3 percent

TOP-SELLING MAJOR LEAGUEBASEBALL CAPS, WEEK OF APRIL 13SOURCE: AMAZON.COM1. New York Yankees Adjustable Cap2. Boston Red Sox Fitted Cap3. Chicago Cubs 1914 Replica Fitted Cap4. New York Yankees Fitted Cap5. Boston Red Sox Clean Up Adjustable Cap6. Chicago Cubs MVPAdjustable Cap7. Los Angeles Dodgers MVPAdjustable Cap8. Baltimore Orioles 1988 Cooperstown Fitted Cap9. Philadelphia Phillies MVPAdjustable Cap10. Milwaukee Brewers 1982 Cooperstown Fitted Cap

MOST POPULAR BLOGS, APRIL 2009SOURCE: EBIZ1. TMZ.com2. Gizmodo.com3. PerezHilton.com4. Engadget.com5. Boingboing.net6. TechCrunch.com7. LifeHacker.com8. Gawker.com9. FanHouse.com10. AutoBlog.com11. Mashable.com12. Kotaku.com13. Jalopnik.com14. Consumerist.com15. Treehugger.com

TOP DOWNLOADED FREE APPS FORIPHONE/IPOD TOUCH, WEEK OF APRIL 13SOURCE: APPLE APP STORE1. F-My Life—entertainment2. Dictionary.com dictionary and thesaurus—reference3. Awesome Ball—entertainment4. Amazing X-Ray FX2 Lite—entertainment5. Word Search Unlimited Lite—games6. Galaga Remix Lite—games7. iMob40 Respect Points—games8. Catcha Mouse—games9. Racing Live (limited time offer)—games10. Yahoo! Messenger—social networking

BUILDING GLOBAL BRANDS

FremantleMedia Enterprises is the leading independent one-stop-shop for global brand representation. We have a proven track-record of groundbreaking programs across all licensing disciplines including consumer products, interactive, mobile, sponsorship, integrated marketing, live events, home entertainment and international television program distribution.

CONTACT US TO FIND OUT HOW WE CAN HELP BUILD YOUR BRAND

For further information, contact:

James NgoSr. Director, Consumer ProductsFremantleMedia EnterprisesT: +1 (818) 748 1145

E: [email protected]

www.fremantlemedia.com

NOW REPRESENTING

THIRD PARTY BRANDS

YOURBRAND

HERE

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