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apriL 2010 Volume 5, No. 3
Features
18 Brands Get strategic amid shifting Landscape
by Chris Adams
20 Brand Licensing:
Licensor roundup
by Chris Adams
22 an artistic revival by Paul Narula
24 art Licensing:
Licensor roundup by Paul Narula
26 sugar & spice: Licensed
Candy Offers everything nice by Nancy Lombardi
28 Candy Licensing:
Licensor roundup by Nancy Lombardi
On the COver: A Twizzlers memory stick by Jazwares, Dum Dums Watermelon Lip Balm by Lotta Luv, and Jelly Belly Top Banana Scented Bubbles by Little Kids
Cover By DeSign eDge
Departments
On this Page (frOm the tOP): genuine Coca-Cola glass by Libbey, an array of Hershey’s candies, Cold Stone Creamery Milk Chocolates by Turin, Dubble Bubble earbuds by DgL, and Thomas Kinkade Paint by numbers by Cra-Z-Art
4 Observations & Opinions 6 The Ticker 8 Real Deal 10 Essence of Style 12 Royaltie$ Marketplace: CSI 14 On the Radar 16 Mavericks in the Market: Nancy Fowler 30 You’re Hired! 32 Royaltie$ Challenge 33 Calendar of Events 34 Endcap
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Notes from the road
W
ith Licensing Show on the
over the past couple of years, licensing
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who have a good strategy. I personally
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4
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strength
stability
community
the Mars Brand family The Mars Retail Group looks forward to another exciting year of successful partnerships. For 99 years, the quality of our products and the strength of our brands has only been surpassed by the joy we bring to the families we serve.
Ž/TM trademarks ŠMars, Incorporated 2010
A R ecAp
of IndustRy
HeAdlInes
Jackson EstatE signs $250 Million DEal with sony The Wall Street Journal reported that the estate of Michael Jackson signed a $250 million deal with Sony. The deal is expected to cover 10 albums over seven years using new, unreleased material and the repackaging of existing material. According to The Wall Street Journal, since Jackson’s death Sony has sold an estimated 31 million albums globally. By the first anniversary of his death this June, Jackson’s estate expects to have earned $250 million from the sale of music, merchandise, and tickets to the concert film This Is It.
BravaDo signs supErstar artists Bravado, the global music merchandising company, has signed artists Rihanna, Mariah Carey, Alicia Keys, and Whitney Houston to create merchandise in support of each artist’s individual recent release and concert tour. All four chart-topping superstar divas will be touring in 2010 in support of their respective recent album releases. These artists join a star-studded roster of Bravado artists, which includes female superstars Lady Gaga, Beyonce, Gwen Stefani, Pink, Tina Turner, and Katy Perry, among many others.
Fusion licEnsing to rEprEsEnt Magic Johnson Fusion Licensing recently announced that it is now representing Magic Johnson Enterprises for a line of consumer products. Fusion will develop new business opportunities that amplify the core values of the brand, including leadership, excellence, perseverance, and community. Fusion will initially focus on food and beverage, personal care, and sports and fitness.
al ovaDia & associatEs to ManagE licEnsing
For
shawn Johnson
Al Ovadia & Associates, Inc., has been awarded the rights to represent Olympic and Dancing with the Stars champion Shawn Johnson. Al Ovadia & Associates announced that it has brought on The Grove Group of Encino, Calif., to work closely with the company in all aspects of the merchandising effort. The licensing program for Johnson will be focused on a number of key areas: exercise/fitness video games and DVDs, publishing, gifts, jewelry, accessories, health and beauty, performance and après performance wear, and fashion. Johnson will be actively involved in all aspects of the far-reaching program. Johnson will also be personally involved in all advertising and promotion in support of licensees and retail partners.
MatErial girl crEatEs linE
For
Macy’s with iconix
Shawn Johnson Iconix Brand Group, Inc., and Madonna have announced the formation of MG Icon LLC, a joint venture to be owned 50 percent by Iconix and 50 percent by an entity controlled by Madonna and Guy Oseary, according to a statement released by Iconix. MG Icon will develop and explore global business initiatives including the creation and acquisition of brands. MG Icon has entered into an exclusive licensing and service agreement with Madonna for the use of Madonna’s name and personality in connection with apparel, footwear, and other products. Madonna has agreed to provide creative services in connection with the development and promotion of the venture’s brands and opportunities, according to an Iconix statement. The venture’s first direct-to-retail agreement is with Macy’s for the Material Girl collection. The newly created junior’s line will launch exclusively in approximately 200 Macy’s stores and online at www.macys.com in August for the back-to-school season.
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ROYALTIE$ APRIL 2010
Supergirl
by
NaStia lauNcheS
for
back to School
Warner Bros. Consumer Products has partnered with five-time Olympic medalist Nastia Liukin to create Supergirl by Nastia, a lifestyle merchandise line. It will feature trendright, affordable apparel that encourages a message of empowerment, creativity, strength, intelligence, and independence. Created for today’s 8-12-year-old girls, it will be available exclusively at JCPenney—in stores and on jcp.com beginning July 20. The line will include active fleece, dresses and tunics, knit pants, signature Supergirl tees, dancewear, fashion leggings, shrug tops, and more. Nastia Liukin is an Olympic all-around champion and one of the most decorated American gymnasts in the history of the sport.
haSSeNfeldS Make liMa hall
of faMe
Alan G. Hassenfeld, chairman of the executive committee and former chairman of the board of Hasbro, Inc., and the late Stephen Hassenfeld, CEO and chairman of the board until 1989, have been selected for induction into the International Licensing Industry Merchandisers’ Association (LIMA) Licensing Industry Hall of Fame. The induction ceremony will take place on June 8, 2010, at the second annual LIMA Opening Night Awards Party at Licensing International Expo 2010, which will be held at the Mandalay Bay Convention Center in Las Vegas. LIMA says that the Hassenfelds were among the first to recognize the impact toys and games could have in telling a story and to harness the power of licensing to build a strong global brand. As a result, licensing has a preeminent role at Hasbro; the company has been a top toy licensing partner for many entertainment and brand companies, and many of Hasbro’s own brands have become licensing juggernauts in their own right.
the beaNStalk group opeNS l.a. office The Beanstalk Group announced an agreement with Associated Talent Management (ATM), a full-service personal management and licensing company based in Los Angeles, transforming it into Beanstalk’s Los Angeles office. The former principals of ATM will join Beanstalk as managing directors of its newly formed Los Angeles office, rolling its existing client base and licensing programs into Beanstalk’s client roster. Terms of the deal were not disclosed. Founded in 2004 by entertainment attorney Daniel J. Levin and merchant and retail veteran Todd Optican, ATM has grown to service an exclusive group of clients for whom it has created and managed multi-million dollar media and licensing businesses, including lifestyle expert Christopher Lowell, among others. Working in close collaboration with Beanstalk’s offices in New York, London, and Hong Kong, Levin and Optican will continue to service current clients, growing their brands across the U.S. and globally; support Beanstalk’s current roster of celebrity clients, including Paris Hilton and Salma Hayek; and pursue new celebrity clients looking to license their names around the world.
ROYALTIE$ APRIL 2010
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CBS CONSUMER PRODUCTS AND MULTIPLE AGENCIES
CBS Consumer Products has expanded its international licensing presence by appointing two international licensing agents. J.T. Licensing will be acting as the licensing agent for CBS in Greece. CBS has also announced that it will be expanding its current licensing agreement with Copyright Promotions Licensing Group (CPLG) to include Japan. Both companies will support CBS’ licensing initiatives overseas by bolstering merchandising programs for brands such as CSI: Crime Scene Investigation, NCIS, and Star Trek, along with classic TV series brands such as Cheers, The Brady Bunch, and Mighty Mouse.
CAMPBELL ASSOCIATES AND THE ASPCA
Last month, the ASPCA (American Society for Prevention of Cruelty to Animals) chose to renew its contract with Campbell Associates. Campbell Associates will remain the licensing agent for the ASPCA and will continue to expand the non-profit organization’s licensing program. Since the ASPCA’s licensing program debuted in 2006, it has grown to include 16 licensees in several pet care categories. Current products include pet travel and safety, toys, grooming tools, crates and containment, and a pet/parent jewelry line.
MODA INTERNATIONAL MARKETING AND UNICEF
MODA International Marketing has entered into an agreement with UNICEF to help the non-profit organization develop an international licensing program for selected product categories. UNICEF is hoping to license the organization’s brand into toys, apparel, educational products, optical, first aid, safety products, strollers, and car seats.
MARS RETAIL GROUP AND OLIVINE INTERNATIONAL
Mars Retail Group has signed a partnership with Olivine International Marketing as the company’s first licensee for the Mars Petcare brands. Mars Retail Group manages the licensing opportunities for the company’s Petcare division, which includes brands such as Pedigree, Whiskas, Greenies, Cesar, Sheba, and Royal Canin. Olivine’s first products will be available at pet stores nationwide this month.
SONY COMPUTER ENTERTAINMENT AND MULTIPLE LICENSEES
Target Entertainment Group has brokered several new deals on behalf of Sony Computer Entertainment for multiple PlayStation intellectual properties. Impact International has signed a deal for plush, beanies, keychains, and bobbleheads featuring characters from the action adventure franchise Ratchet and Clank. Impact will also develop figurines for the Buzz! brand. These licenses cover the UK, Ireland, and the Middle East. DC Comics has signed a deal to produce figurines worldwide based on epic action combat game Killzone. In France, Talents Distribution will be producing apparel and accessories for the God of War franchise.
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NASCAR AND MULTIPLE LICENSEES
NASCAR continues to expand its licensing program with a new agreement with Morgan RV and Silver Companies to create new NASCAR Racetime RV Resorts for NASCAR fans and RV fans. Morgan RV will open up 13 different locations this year. NASCAR will also develop its video game strategy with a new NASCAR-themed video game being designed by Eutechnyx. Other upcoming products include model cars from Round 2 and remote control cars from Jada.
AARDMAN RIGHTS AND MULTIPLE LICENSEES
Aardman Rights has secured a number of key licensing partners for its preschool property Timmy Time, as well as new deals for Wallace & Gromit, Shaun the Sheep, and Morph. Martin Yaffe International will be producing Timmy Time outdoor toys for this summer. Baylis & Harding will be launching a line of toiletries. Little Star Creations will create branded stationery and children’s activity packs. Other licensing deals for Aardman properties include a new arrangement with Cheatwell Games, which will produce a range of lenticular puzzles featuring Shaun the Sheep, as well as a Morph board game. Ethos International will be introducing a line of Shaun the Sheep and Wallace & Gromit mugs and houseware gifts and The Novelty Gift Company will launch a range of Morph novelty gifts, including bookends and wall clocks.
COMEDY TIME AND AMERICAN GREETINGS
American Greetings Interactive, the online division of American Greetings, has signed a deal with Comedy Time, a provider of short-form comedic content for mobile devices, broadband, and cable, to offer a new collection of humorous e-cards. The new line, available online at AmericanGreetings.com, includes live and studio performances from stand-up comedians and sketch performers.
SUPPERTIME ENTERTAINMENT AND DEBBY CARMAN
SupperTime Entertainment has teamed up with artist/author Debby Carman for a number of new animated features. Working together with Australian production company Vue Group, the new Christmas Tails feature film project is based on Carman’s picture book The Nutcracker Cats of the Kremlin. The film will be released for Christmas 2011 with SupperTime responsible for all worldwide marketing and licensing. SupperTime will also be managing the worldwide publication of Carman’s children’s books in a single collection called Bowzers and Meowzers.
GLOBAL ICONS AND HORIZON
Horizon, a provider of certified organic dairy, has signed Global Icons in an exclusive licensing partnership. Global Icons will build upon Horizon’s presence in the organic food space by creating and managing new licensing partnerships designed to align with the brand’s positioning and reinforce its consumer promise. The program will diversify the brand in the frozen, refrigerated, snack, and supplement aisles.
ROYALTIE$ APRIL 2010
9
Strange is the New Black
Gator Group, global licensing agency for Emily the Strange, signed a variety of apparel licensees for the brand in the U.S. SaraMax will produce a range of Emilybranded sleepwear and underwear for girls sizes 4–14. The collection will feature a balance of “EverStrange” classic imagery, as well as a full range of fresh, new graphics from the brand’s new style guide. The collection will debut in major retail outlets. Hybrid Apparel signed on for a new range of T-shirts and cold weather accessories for girls and juniors in time for back-to-school. Hybrid’s collection features fashion tees, fleece sweatshirts, and sportswear as well as hats, scarves, gloves, and thermals.
Days of Thunder at Retail
Apparel manufacturer Ripple Junction will debut three men’s T-shirt designs based on the Paramount film Days of Thunder. The designs will be available this spring at numerous retail outlets. Paramount Licensing brokered the deal.
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ROYALTIE$ APRIL 2010
New Sanctify Partner
American Classics, Inc., and licensing agency 360ep, Inc., signed H3 Sportgear as a new partner for the Sanctify fashion brand. H3 will produce a line of T-shirts and related apparel under the Sanctify sub-brand Sanctify Ltd. for mid-tier, and a line of T-shirts and headwear for sub-brand Exalted for mass.
Marvel Secures New Deals
Marvel Entertainment LLC and Collective Licensing International LLC, owner of Airwalk, a global youth lifestyle brand, announced the launch of a brand collaboration, Marvel x Airwalk, which will bring together Marvel’s seven decades of character franchises and graphic history with the youth culture brand. A full-scale collection of apparel, accessories, and other merchandise, featuring a special collaborative Marvel x Airwalk logo, will debut worldwide in the second half of this year. The Marvel x Airwalk collection will feature a bold aesthetic and graphic design that is inherent in both board sports and comic book art. Marvel Entertainment also expanded its partnership with Reebok to launch a collection of children’s sneakers featuring Spider-Man (shown). They will be available at Finish Line stores nationwide this spring. Designed exclusively for Finish Line, the sneakers feature bold materials and designs that capture the look and feel of Spider-Man.
T
CBS CONSUMER PRODUCTS’ by Paul Narula
he “cop show” has been a part of television for decades, going back to popular shows such as Miami Vice, Dragnet, and Kojak. But even the classics don’t quite meet the level of success and popularity that the modern police procedural drama franchise CSI has achieved on CBS. CSI: Crime Scene Investigation first aired on CBS in October 2000. In its first season, it had more than 17 million viewers. It was created by Anthony Zuiker and produced by Jerry Bruckheimer Productions in conjunction with CBS Paramount Productions. The show focuses on what had been a previously “behind the stage” aspect of police procedure, forensic science. CSI: Crime Scene Investigation Laurence Fishburne (left) and follows the lives and cases of a fictional department of criminalists George Eads (right) in an episode of working for the Las Vegas police department. The popularity of the CSI: Crime Scene Investigation original series spawned two additional spin-off series. CSI: Miami first aired in September 2002 and CSI: NY debuted in September 2004. The original series is currently in the midst of its 10th season, with Laurence Fishburne as a new addition to the cast. CSI: Miami is currently in its eighth season and CSI: NY is in its sixth. All three series are successes, with both the original series and CSI: Miami taking home Emmy awards in the past five years. Due to the popularity of CSI, CBS Consumer The CSI cast opens the CSI: The Experience Products has been able to craft a high-profile liexhibit in Las Vegas. censing program for the series. The show has been expanded into other forms of media, including comic books from publishers such as Tokyo Pop and IDW. There have also been a number of CSI novels published by Pocket Books and written by authors such as Max Allan Collins, Donn Cortez, and Jeff Mariotte. CBS has also teamed up with EMS Exhibits to create the traveling CSI: The Experience exhibit, which visits museums across the country. Mad Science is presenting CSI: Live, an interactive stage show that tours theme parks and performing arts centers around the U.S. and Canada. Ubisoft has made a series of video games featuring the cast and themes from the series. With a strong following and a powerful licensing program already established, it’s clear (without any investigation) that the CSI brand will continue to remain strong into all three series’ future seasons.
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ROYALTIE$ APRIL 2010
Fast Facts ° All of the equipment in the shows’ labs is fully functional and was either purchased outright or donated for the show.
° CSI: Crime Scene Investigation is shown in more than 180 territories worldwide.
° The most commonly used tactical flashlight on the show is the Surefire M4 Devastator, also used by real police departments.
° Actors Jorja Fox, Marg Helgenberger, Gary Dourdan, and Robert David Hall team up and play in a garage band during breaks in filming.
° In France, members of police CSI divisions are referred to as Les Experts.
Ubisoft
Tokyo Pop
Ubisoft has made five new video games based on the CSI property. Ubisoft’s games will feature the cast of CSI solving crimes with the help of the players. The games will be available on the PC, Xbox, Wii, DS, and more.
The Tokyo Pop CSI manga is a young adult manga book that follows a group of teenagers as they learn about forensic science and techniques in a specialized CSI investigative program.
Quirk Book
Quirk Book will publish an 80-page “interactive mystery” novella, featuring removable clues for readers to study in order to solve the mystery.
Mad Science
Mad Science has teamed up with CBS Consumer Products to create the CSI: Live stage show. This interactive stage show has the audience work with the CSI team to solve a mystery and is currently touring in theme parks and performing arts centers across the U.S. and Canada.
EMS Exhibits
CSI: The Experience is an immersive forensic science exhibit that invites people to use real science to solve hypothetical crimes. The exhibit creates an interactive multimedia environment for attendees. The exhibit is currently installed in Las Vegas and Fort Worth, with additional installations in other countries.
Toys “R” Us
Toys “R” Us has a direct-to-retail deal with CBS Consumer Products for a line of science exploration sets. These sets will be based on teaching kids science with the help of examples from CSI television shows, as well as imagery from the show and experiments based on examples in the series.
ROYALTIE$ APRIL 2010
13
New products, new deals, and new trends this month in the licensing industry.
A Hot Slice of Promotion
Lucks Food Decorating Company, the manufacturer of edible food decorations for the baking industry and maker of custom edible decorations for the food manufacturing industry, is announcing Pizza Fest Edible Image designs, the world’s first Edible Image designs applied directly to the face of the pizza. This concept was created by Lucks and began rolling out to pizzerias through the Roma Food division of Performance Food Group in late December 2009. Made in the U.S., pizzerias can apply completely edible colorful designs as a single topping that melds directly into the cheese on the pizza. The result is a pizza that looks as good as it tastes, according to Lucks. Currently Pizza Fest offers several licensed properties from the entertainment world and select colleges and universities. Shown here is a Virginia Tech logo on the pizza. Licensing opportunities with other sports and entertainment properties are expected to be launched soon. Additional licenses for collegiate, professional sports, and entertainment properties are also in development, according to Lucks.
Pact of Steele
Modernizing the Licensing Agreement
Financial Elements of Contracts: Drafting, Monitoring, and Compliance Audits by Sidney Philip Blum, was published earlier this year by Oxford University Press. The information provided in the book could greatly enhance the bottom line for licensors and other contractors. The book assists lawyers and contract administrators with the complex contracts required for licensing agreements. It explains how proper monitoring and auditing should occur once a deal is in place. Understanding the financial nuances of the deals could save a business in the long run. The book is available from www.oup.com for $225.
Jewel Branding & Licensing announced that it is now representing the Jessie Steele brand, known for re-inventing the hostess apron with flattering cuts and vintage-inspired original fabric patterns. Jewel will be extending Jessie Steele’s unique design sense and colorful patterns outside of the kitchen into home décor, bedding, stationery, and apparel. Jessie Steele’s 20th century-inspired, hostess and kitchen aprons are timeless. Influenced by the romantic visions of a bygone era and designed in vibrant colors, original prints and updated flirty, figure-flattering shapes, Jessie Steele confirms that aprons can make the perfect fashion accessory in or out of the kitchen. Founded by mother and daughter team, Helena and Claire Steele in fall 2001, the Jessie Steele brand is sold in more than 3,000 stores and more than 20 countries. It has appeared on such television shows as The Oprah Winfrey Show, Desperate Housewives, and 30 Rock, and has been featured in numerous national leading magazines and newspapers.
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ROYALTIE$ APRIL 2010
Putt Putt Gets an App
Jump Games, a publisher of mobile entertainment and games, has introduced Putt-Putt golf to Apple’s iTunes App Store with the release of Putt-Putt Golf 3-D for Apple iPhone and Apple iPod touch. The licensing deal was brokered by ACA The Licensing Group. Putt-Putt Golf 3-D features 90 holes scattered across five courses, as well as five characters based on the original Putt-Putt mascot, Buster. Putt-Putt Golf 3-D variations of the iconic mascot include Howdy Partner, Tee Hee Hee, and other exciting characters, each with its own personality and abilities. With its multiple modes of play, Putt-Putt Golf 3-D is fun for everyone. There is “Quick Play” for the novice player, “Pass & Play” to challenge your friends, “Time Trial” for that quick game on the go, and “Championship” for those ready to push themselves and test their skills.
Animal Planet Line on the Horizon
Discovery Communications has entered into a licensing agreement with Horizon Group USA to develop Animal Planetbranded craft and activity kits. The deal was brokered on behalf of Animal Planet by its licensing agent, The Joester Loria Group and is North American based only. Michaels is the exclusive retailer for the launch of the line, which is scheduled for this month. The program, which will be included in the Michaels’ Kids Summer Camp 2010 program, will be supported by an integrated marketing campaign to include in-store signage, circulars and Michaels website. The product line will include 19 assorted SKUs ranging from cast and fossils to paint-by-number and create-your-own gliders. The line also features color-and-create flip books and stamps ’n stickers, plus make-your-own kits for birdhouses and bug catching. The items will target kids ages 5-11.
Fashion Icons Mad Men, Barbie Partner for Doll Line
Now fans of the series Mad Men can have a piece of the Sterling Cooper Advertising Agency. Mattel, Inc., Lionsgate, and AMC announced the launch of four Barbie Collector Mad Men dolls scheduled to be available to consumers in July. Designed by Barbie designer Robert Best, the Mad Men Barbie doll line features key characters from the Sterling Cooper Advertising Agency: creative director and leading man Don Draper; his wife Betty Draper; Sterling Cooper partner Roger Sterling; and bombshell office manager Joan Holloway. Gracefully molded of Silkstone, a material that resembles the look and weight of porcelain, each doll is stylized in iconic costumes from the series, and comes with accessories true to their show counterparts. Don Draper wears his classic, polished red-lined suit and comes accessorized with a hat, overcoat, and brief case. Betty Draper’s classic look is captured with unparalleled detail, from her faux pearl necklace to her pumps. Joan Holloway looks chic in a purple skirt suit and perfectly styled coif with her staple accessory—a pen necklace. Roger Sterling is looking dapper in his monogrammed shirt. In addition to the dolls, fans received exclusive collectible sketch drawings of the Mad Men Barbie Collector dolls when the season three DVD hits stores in late March. Each DVD set includes one of the four character sketches. The Mad Men: Season Three DVD contains all 13 episodes of the season and contains hours of special features including extensive commentaries and featurettes that examine the historical events that shaped 1963. The dolls will be sold separately from the DVD and each Mattel doll will carry a retail price of $74.95. The dolls be available on barbiecollector.com, amctv.com, and at other select retailers.
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N
NANCY FOWLER, CO-FOUNDER THE LICENSING SHOP by Laurie Leahey
CBS recognizes Vulcan, Alberta, as the Official Star Trek Capital of Canada. The Licensing Shop represents CBS in Canada.
ancy Fowler is a Canadian girl Canadian producer of movies and TV shows. through and through. It is in Toronto She returned to Viacom and moved to Los riers there for toys and television and online and that Fowler and her husband Steve Angeles to be vice-president of international just that full brand management.” run their own licensing agency called The licensing, later being promoted to vice-presiFor properties such as Sesame Street and Licensing Shop. Started in 2006, it specializes dent, worldwide consumer products. She Pokémon, The Licensing Shop represents them in entertainment and merchandising brands, then joined DIC Entertainment as president only in Canada. But the company does repreincluding many from Fowler’s home country. of worldwide consumer products, where she sent clients worldwide, such as Canadian perFowler got her first taste of licensing in oversaw the relaunch of Strawberry sonal trainer Harley Pasternak, which The Canada. In 1988 she worked for Charan Shortcake and McDonald’s licensing pro- Licensing Shop works on with friend Holly Industries, the original owners of Toy Biz. grams. A desire to be closer to family and a Rawlinson. (Rawlinson, former senior viceWhen Toy Biz received the Batman license, job offer from Nelvana caused Fowler to president, entertainment and licensing at licensing became a critical component at this move her family back to Toronto. Pokémon USA, helped The Licensing Shop small Canadian company. It also helped While Fowler was at Nelvana, her husband gain the Pokémon license for Canada.) Fowler, who was then product manager, dis- (former president of video game publisher 3DO Rawlinson’s licensing agency, The Name cover her dream job. “I’d constantly be Europe Ltd.) started The Licensing Shop. Game, Inc., partners with The Licensing Shop stressed out and then we’d have these meet- Fowler soon left Nelvana and joined her hus- for select worldwide licensing programs. ings with licensors and they’d be so relaxed band in running their own licensing agency. She However, The Licensing Shop is capable of and having fun,” Fowler says. “All they did says their company, as the name suggests, offers taking on properties by itself. Recent licensing was negotiate and everybody wanted what a one-stop shop experience. “[Canada has] a deals include signing Knitwits for Sesame they had. I just became fascinated by licens- very healthy entertainment production commu- Street. Knitwits will produce character-shaped ing, saying, ‘I’m going to get over on the nity because of the tax shelters and production knit hats debuting this fall in North America. other side of the table soon.’” funds [producers] can tap into from the govern- And CBS recognizes Vulcan, Alberta, as the In 1992, she switched sides of the table, ment,” Fowler says. “We can offer [a one-stop Official Star Trek Capital of Canada. The town working with Barbie and Sesame Street at shop] for them because a lot of these producers can use real Star Trek artwork and logos on its Canadian licensing agent G Squared haven’t been out there, especially website and tourism merchandise. Promotions. Her licensing career then in the U.S., to break down the bar“We try to think out of the box,” brought her to Marquee Promotions, Fowler says. “In this environment it’s Paramount’s licensing agent in imperative that we find different cateCanada, and then back to Charan gories, different sources of distribuIndustries as director of marketing tion.” The company will be thinking for Sega of Canada. She started up outside the box even more at this (647) 438–4689 Viacom Consumer Products Canada year’s Licensing Show, where The Toronto, Ontario, Canada as its general manager. From there, Licensing Shop is taking meetings in www.thelicensingshop.com Nancy Fowler she worked for Alliance Atlantis, a its clients’ booths.
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3/19/10 4:27:33 PM
Brands Get strateGic amid shiftinG Landscape by Chris Adams
P
ulling through the recession, amid reports of the growth of private label products among cost-conscious consumers, common sense may lead you to think that brands and brand licenses have taken it on the chin. While there is no denying that the going has been tough at retail, the recession has sparked new interest in licensing among major corporations. “In a tough economy, there are more and more corporations that are looking to generate incremental revenue and they turn to licensing as a mechanism to do that,” says Ross Misher, CEO of Brand Central. Brand Central isn’t the only licensing agency capturing the interest of corporations looking to generate incremental income. “We have done an incredible amount of consultancy over the past six months for big brands that are now interested in brand extension,” says Angela Farrugia, group managing director for The Licensing Company (TLC). Generating incremental income is one major factor behind this increased interest in brand licensing, but it isn’t the only factor. In an age where a national marketing budget is a huge expense amidst tightened corporate belts, brand holders are looking for less expensive, more targeted ways to get their brands in front of consumers. “Licensing can play an important role in building brand awareness, reaching new consumers, and contributing new brand attributes,” says Michael Stone, president and CEO of The Beanstalk Group. “In the past decade, brand extensions—particularly for corporate brands—have become more
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The Jeep Battalion luggage is a key focus of the Jeep licensing program, which is managed by The Joester Loria Group.
sophisticated and strategic, ensuring licensing has a greater piece of the marketing pie and making it possible for licensing to become a strategic part of a business’s success—or at least one of the most productive tools in the marketing arsenal.” Of course, even with the renewed interest in licensing because of revenue generation and marketing reasons, that is not to say that the past few years have not been challenging in the brand licensing world. “Strategic” was a word that came up a lot during the interviews conducted for this article. “There has been a return to strategy and a return to things that truly make sense in brand extension,” says TLC’s Farrugia. “What’s gone is the fluff and the stuff that doesn’t stand up because it doesn’t have a reason to be.”
As licensors become more strategic with the number and type of deals they are forging, the terms of the deals themselves have also evolved. The result is deals that require a more active partnership from all parties involved. “In today’s competitive environment, we have seen the paradigm of licensing shift: financial terms in license agreements are changing, licensors are becoming more flexible in their agreements as well as in the kind of support they offer licensees, retailers are much more involved in the process, agents are required to be more service-oriented after the deal is signed, and programs cannot succeed without management, oversight, and service,” says Beanstalk’s Stone. “I constantly remind our professionals and our clients that we need to be smart about our deal-making and that we need to be cognizant of this new reality.”
Private LabeL
“Conventional thinking is that during for error, but these factors were changing The past couple of years or so have seen tough times consumers turn away from the licensing industry even before the numerous reports on the trend of cash- brands, but they don’t,” says Rob Frankel, economy started its long slide. strapped consumers turning to private “We have found that the opportunities still branding expert and author of The label brands. There is no denying Revenge of Brand X: How to exist,” says Kate Dwyer, group director, that sales of private label prodBuild a Big Time Brand on the worldwide licensing, at The Coca-Cola ucts have grown sharply. Web or Anywhere Else. Company. “The challenge is that they require Surprisingly, a growth in private “Consumers turn away from more effort and more resources to secure.” label can actually offer brand Part of the key to Coca-Cola’s licensbrands that don’t articulate why owners opportunities. Many manthey should be perceived as the ing success—in addition to being propufacturers have a side business of only solution. If brands don’t erly managed—is the fact that it is a offering overrun and sub-par give consumers any reasons to stellar brand with unparalleled name excess that can’t be given a brand perceive them as the only solution, recognition. It is the more-established, label as generic or private label stronger brands that are doing well in the only criteria left is price.” products. In addition, some retailers Creating a sense of loyalty is the current retail climate. look at direct-to-licensing opportu“The market is more challenging than the key to this relationship. This is nities as a means of meeting private fostered by brands having an open ever on many levels, but good brands still label goals. Especially in grocery dialog with consumers and break through the clutter,” says Debra Drinkware is a very chains, co-branding between meeting the needs the con- Joester, president of The Joester Loria important category for brands and private labels is an sumers express. “Brands must Group. “Established brands, with key The Coca-Cola area of opportunity. listen to their consumers and licensees in place, a defined brand strateCompany. As for the status of private gy, and a track record at never become comfortable in label business right now, many of those inter- their brand-of-choice position,” retail, need to evaluate viewed mentioned that there is an ongoing says Toby Southgate, manthe competition, the pendulum between branded and private label aging director at The brand growth trajecproducts and that as we head further into Brand Union. “As soon tory, and whether an 2010 the pendulum is already starting to as a brand stops asking adjustment in the swing away from the far reaches of the pri- customers what they want brand, marketing, vate label end of the spectrum toward a more and how the brand is performand retail strategy moderate private label/branded product ratio. ing against the consumers’ choice is appropriate.” “There is nothing new about retailers focus- criteria, it will suffer.” Managing a brand ing on private label brands,” says Beanstalk’s licensing program in The Maya Group will launch several Ford models in its R/C Stone. “While retailers focus on private label 2010 requires more line this fall. The Ford brands, it never means that they are abandon- ChaLLenges & work on the licensor, program is managed by The Beanstalk Group. OPPOrtunities ing well-known brands or licensed products.” licensee, retail, and In spite of the difficulties that The idea is that the brands that are being consumer ends. That is managed and marketed correctly aren’t tak- the economy and shrinking retail base have the reality. That being said, most interviewed ing a big hit because of private label prod- presented over the past few years, there are for this article say they are taking a proactive ucts. Well-managed brands have a well- still opportunities out there for well-man- approach to the situation rather than lamentestablished relationship with consumers aged brands. There may not be as many ing how the industry has changed. And, even opportunities and there may be less room amid a recession, this diligence is paying off. demonstrating their need for the products.
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Brand LicensinG by Chris Adams
When times get tough, the tough get going. In the brand licensing business, these brands didn’t become household names by going about business half-heartedly. Licensors and marketers worked hard to position their brands for success over time—including through the recession. Below is a sampling of some of the latest brand licensed products to hit the market.
The JoesTer Loria Group The Jeep Battalion line of luggage is a major focus of The Joester Loria Group’s Jeep licensing program. The ABS shell gives the luggage a sturdy exterior while keeping the luggage lightweight. The Jeep Battalion comes in three sizes—20-inch, 24-inch, and 28-inch—and is available in gothic olive, Jeep olive, blue, orange, and gray. The Jeep Liberty Limited Urban Terrain Stroller (shown) has been re-designed to fit many popular car seats. This stroller features the iBaby Sound System that allows parents to plug in and broadcast their iPod or other MP3 player. The sound system is removable.
The coca-coLa company The Coca-Cola Company has a big focus on drinkware with its licensing program. Shown is the Genuine Stainless Steel Tumbler by ThermoServ, Genuine Ceramic Mug by Pacific Enterprise, Vintage Coca-Cola Cooler by American-Retro, and Coca-Cola Contour Bottle Opener by TableCraft.
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Bradford LicensinG Bradford says it has seen a lot of movement for its PEZ licensing program. The company says that there are an array of deals that are in the negotiation stage, but it is too early to discuss the details. One of the newest announced PEZ products is a line of luggage tags by licensee Flapjack.
the lIcensInG cOMpAny The Licensing Company introduced 31 new SKUs for its Jim Beam program. Style Asia will introduce a range of cooking and grilling-related items bearing the bourbon brand’s logo. The Jim Beam 5 Piece Cooler and Grill Set (below) includes a portable mini charcoal grill, an insulated cooler, and a three-piece BBQ tool set that stores in the bottom of the cooler. The Jim Beam Neoprene Grilling Mitt has a textured silicone hand and finger surface to help grip tools, spices, and sauces while working around a hot grill. The Jim Beam Vacuum Seal Marinade Box includes an air sealer pump that speeds up the marinating process.
GlObAl IcOns Global Icons continues to expand its Honda licensing program. Tek Nek offers the Honda Rumblin’ ATV foot-to-floor ride-on (shown) and a ride-on that will appeal more to girls is in the works. Also, a line of refrigerated, fully prepared meals from Harris Food Group featuring client Crock Pot is on the way.
the beAnstAlk GrOup There are a number of new licensed products featuring Beanstalk’s client Ford Motor Company on the way. Leveraging the success of the Ford Explorer Sport Trac R/C, shown, The Maya Group will be launching additional Ford models in its radio-control line this fall. In additional R/C news, Spin Master will launch a Radio Control Wall Climber featuring the new Ford Mustang. Speaking of the Mustang, Ford Mustang Energy Shots are in the works from CoreMark, one of the largest full-service marketers and distributors of packaged goods in North America.
MODA InternAtIOnAl Taking the ingredient Lycra and its connection to fashion and transitioning it into cosmetics was something MODA first did six years ago. The newest iterations of this brand from licensee Coty are: Rimmel Lycra Pro Nail Enamel, Lycra Lash Extender Mascara, and Astor Lacque Deluxe Nail Enamel with Lycra (shown).
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AN ARTISTIC REVIVAL
by Paul Narula rt may be timeless, but the licensing business is constantly on the move. Every little deal matters for licensors and for licensees and in the past few years, they have mattered more than ever thanks to the recession. The art licensing category is no different than so many others and has been moving with the times to stay competitive and keep business evolving. While many signs point to a strong economic recovery, the licensing game has changed and the art licensing category has certainly changed with it. There are few times when licensing has been as important to artists as it is now. As with many high-priced specialty markets, gallery sales have been down due to consumers tightening their belts. According to a number of licensors interviewed for the piece, artists have not been able to rely on money coming in from expensive prints and original pieces. “When the galleries are hurting, then the artists are hurting,” says Brandon Donofrio, president of Garibaldi Fine Art. Licensing has been able to fill that gap. While the margins are smaller, a successful license can provide a more secure flow of income for working artists and licensors, and that is incredibly important in these times. Many agencies have refocused their efforts on providing a stronger presence for their artists at mid-tier and mass. “We certainly haven’t stopped working on the fine art side of the business, but we’re not actively pushing the galleries right now,” says Donofrio. As with any category, what’s popular in
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Holiday imagery, such as this piece by Gloria West (represented by Porterfield’s Fine Art) has been gaining in popularity.
art licensing can change from year to year. While major brands and evergreens exist, there are an equal number of smaller brands and studios that create and sell art at a licensee’s request. Just as in other categories, during the recession, these studios most often received requests for classic themes that manufacturers and retailers knew would sell—themes such as wine, roosters, chefs, and other standbys. In addition, due to a number of manufacturers cutting back on internal costs, suddenly the artists and agencies found themselves with much more work to do to secure a deal. “We used to be able to hand the licensee an image for their internal department to work with,” says John Haesler, partner at MHS Licensing, “but now more often they send us their templates and ask us to show them what the art would look like for them.” This makes signing deals more difficult, which is coupled with the fact that many licensors and retailers are making smaller deals to avoid the risk of being unable to
sell their stock. “The advances and guarantees we used to get are more modest now and I’ve found we’ve had to hustle a bit more to get deals,” says Rob Mejia, president of RJM Licensing. However, most licensors have said that 2010 is already trending positive. As the economy strengthens, retailers are requesting more and more diverse artwork, granting more opportunities for licensors. “In a world where generic stuff can be mass produced, a strong art license can definitely set you apart,” says Maria Brophy, CEO of Son of the Sea. And while most retailers and manufacturers are still hesitant to make large-scale deals, this had the effect of creating more demand for different types of art, which has opened up the doors for a number of smaller licenses and artists
Artist Drew Brophy designing licensed Chuck Taylor footwear for Converse
to get their products on shelves and gain a licensing,” says Linda Mariano, vice-presi- more compact and work on keeping it enerhigher level of exposure in the market- dent of marketing and licensing at The gizing and exciting.” Many of the panels and place. “The market is no longer as conser- Thomas Kinkade Company. discussions at this year’s show are oriented vative,” says Lance Klass, president of Perhaps one of the largest indicators of the toward preparing for the future. There will be Porterfield’s Fine Art. “We are once again way the art licensing category has been a number of events focusing on color trends getting requests for beautiful, original, and changing is the way the flagship art licensing and aesthetic trends for 2011 and 2012. In compelling artwork.” trade show, Surtex, has transformed itself. addition, there will be events focused wholly For the most part, the major art brands This May 16–18, Surtex will be a different on developing a licensing program for artists have stayed strong through the recession, show than it has been in past years. While the and agents who are just starting out or have but even they have been adapting to the focus of the show will remain the same, yet to delve into the licensing business, protimes. James Garibaldi, known for his GLM (which organizes and manages the viding them with essential information about urban jazz-inspired work and live stage the licensing business. The exhibitor performances as an artist, has not only base of Surtex has also grown. More continued to develop a strong licensing than 25 percent of the exhibitors this program through his agency, Garibaldi year are new to the show. “The show is Fine Art, but is looking into new and going to be significantly bigger than it unique opportunities, such as a video was last year,” says Sikalis. “Things are game based on the Rhythm and Hues picking up for the category and that touring performances the artist conbodes well for everyone.” ducts. Son of the Sea, which represents Across the board, licensors are Drew Brophy and other surfing art-orilooking forward to 2010. Many of the ented artists, has continued to expand licensors and agencies interviewed for its licensed products to categories that this article mentioned increased busisurfers are attracted to, including skateness and more stable income when Calendars remain a strong product category for art licensing, boards and apparel. The Thomas compared to 2009. While the past year such as this calendar from Tide-Mark Press, Kinkade Company has continued the may have marked a rough period for brokered by RJM Licensing. practice of not only turning out strong art licensing, the category has hit 2010 artwork, but teaming up with high-profile show) has revamped the show’s brand refreshed and revived. Agencies continue brands such as Disney and NASCAR to imagery to create a more energetic and to sign new artists to their brands and comincrease exposure and expand the market upbeat design. These new aesthetics will be panies are still looking for bold and unique for Kinkade’s artwork, while continuously reflected in the layout of the show floor itself imagery. “When you come right down to it, expanding into new licensing categories. at New York’s Jacob Javits Center. if you’re making a greeting card, it’s the The company has signed a number of deals, “Previously, Surtex has been set up much like artwork that’s going to carry your product,” expanding the artwork into apparel, shoes, a gallery to try and evoke that type of atmos- says Jim Meserve, president at Next Day purses, and a new line of flameless candles. phere,” says Penny Sikalis, vice-president of Art. “The battle is about having the right “If you don’t like change, you shouldn’t be GLM and the manager of the Surtex show. images on the right product. It’s time to see in retail and you really shouldn’t be in “This year, we’re going to keep the show where the art licensing world goes next.”
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ART LICENSING Sometimes, all it takes to bring someone to a product is an image that pulls on their heartstrings or inspires them. Art licensing provides those images in a number of ways and in a number of categories. Here are some of the newest art brands and licensed products for 2010. by Paul Narula
SON OF THE SEA
Son of the Sea has signed a deal with Select Distribution. Artist Drew Brophy’s surf lifestyle artwork will appear on Select Distributions’ Palisades line of skateboards. Each of the five new skateboards features a new design by Brophy, made exclusively for the skateboard line. The line covers multiple skateboard styles and is available at most skateboard retailers and skate shops. Son of the Sea has also arranged a number of other deals for the Drew Brophy brand, including a publishing deal with Foster publishing and shoe deal with Converse.
MHS LICENSING
MHS Licensing is expanding the Buck Wear license of humorous images and phrases related to hunting, fishing, and other outdoor activities. The Buck Wear brand is open for other categories such as greeting cards, calendars, posters, home décor, and more.
RJM LICENSING
Teaming up with Hindostone, RJM Licensing has created a new line of coasters featuring images from the Peterson Field Guide to Birds of North America.
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THOMAS KINKADE COMPANY
The Thomas Kinkade Company has signed a deal with Cra-Z-Art to create a new line of paint-bynumbers kits featuring Kinkade’s signature artwork.
PINK LIGHT DESIGN
Pink Light Design is introducing the new Pink Chandelier line by Mary Beth Freet. This line is a more sophisticated take on Pink Light Design’s regular themes and will be available for licensing in all categories this year.
CALEB GRAY STUDIOS
ROBIN ZINGONE
Robin Zingone has teamed up with CR Gibson to create a line of notebooks based on her Flowerchild designs. These notebooks will be available at Target and OfficeMax.
Caleb Gray is working with Robert Kaufman Fabrics for a new line of fabrics featuring Gray’s Groove and Confections designs. The fabric is available online or in a variety of retailers.
DEBRA VALENCIA
Sheffield Home Collection has debuted the Kyoto Stationery Collection by Debra Valencia. These Asianinspired designs are the start of a full-fledged stationery line. Ten items are currently available in department stores nationwide.
PORTERFIELD’S FINE ART
Porterfield’s Fine Art is introducing new artist Gloria West. West’s holiday-themed artwork is available for licensing in all categories.
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SUGAR & SPICE: LICENSED CANDY OFFERS EVERYTHING NICE by Nancy Lombardi
s the recession drags on, there is increasing talk in all industries about consumers indulging in little luxuries. While everyone’s idea of luxury—and what’s an appropriate amount to spend—differ greatly, one thing that almost everyone can agree on is candy is an attainable luxury for all. “Candy has been touted as a recession-resistant category,” says Jenn Ellek, director of trade marketing and communications for the National Confectioners Association. Whether it’s high-end chocolate purchased by the piece in a neighborhood shop or Peeps bought by the pack in Kmart, candy makes everyone happy and sales figures back up that theory. “Jelly Belly has done well during the past 18 months,” says Angela Farrugia, group managing director for The Licensing Company (TLC), which represents The Jelly Belly brand. “Their belief is that people have not scrimped on the little pleasures.” The confectionary category had a very strong December 2009 at retail, “with overall dollar sales growing at a 5.1 percent clip for the four-week period ending December 27, 2009, according to Information Resources, Inc., (IRI). Candy and gum posted a 4.3 percent increase for the 52-week period in food, drug, and mass outlets and IRI projected a 3.4 percent growth figure for Walmart for the 52-
THE HARD FACTS
ON
SWEET TREATS
• 10 million DUM DUM POPS are made every day. The Mystery Flavor Dum Dum Pop is a mixture of two flavors—the end of one candy batch meeting the beginning of the next batch. The candy lines are continuous and the switch over from one flavor to another results in some pops containing one or both flavors, according to Lisa Marks Associates, which represents the brand. • 80 million HERSHEY’S KISSES chocolates are produced each day, says Hershey’s. • PEZ fans can share the experience with their dogs. Sherpa Products (through Bradford Licensing) offers a large PEZ that dispenses dog treats. • AIRHEADS is the most popular front-of-store kids’ non-chocolate candy. It has 92 percent brand awareness among kids 6–16, according to The Beanstalk Group, which manages the brand.
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week period capped by an 11 percent increase in December,” according to a statement released by the National Confectioners Association. These positive sales results for the confection category naturally extend into licensed candy products, which also offer consumers an affordable luxury—minus the calories. Part of the appeal with candy as well as the licensed products is not only affordable luxury. Candy pulls at the heart strings on a number of levels. For some it’s a comfort food. Depending on the consumer’s age, it’s a nostalgia purchase or a great kitschy, fun item and the licensed goods reflect those attributes. “Anytime someone is reminded of their past, whether it’s in the form of a familiar scent or image, then the desire to indulge in a product reminiscent of that time can lift one’s spirits,” says Neil Platt, brand specialist for Bradford Licensing, representing PEZ. “It is harmless and can really have comforting, if not a momentarily therapeutic effect.” Flavors and scents are deeply tied to nostalgia while also helping to move a brand forward to the next generation. “Great candy brands benefit from exciting graphic elements and rich and distinctive art archives as well as unique flavor profiles,” says Lisa Marks, president of Lisa Marks Associates. The company represents a number of candy brands such as Peeps, Smarties, Dum Dum Pops, and so many others. Hershey’s is one company that certainly understands history and rich and distinctive profiles while grabbing the next generation. “Anything that makes use of our scents and flavors such as candles and lip balms is always a popular choice,” says Betsy Ziemba, Hershey’s experiential marketing and licensing specialist. Each candy brand’s scent, flavor, shape, and color is so iconic that
each works uniquely in its respective licensed product. Each passing year brings new innovations and new ideas on how to execute the license. For Jelly Belly the surprise hit has been licensed bubbles with Little Kids. “It shows what you can do with scent and shape and how people react to that,” Farrugia says. “That was an interesting license for us because it wasn’t wholly on strategy. It was a good area and it played well to the tween/teen program.” Farrugia did allude to another exciting announcement, which is expected to be made during Licensing Show, for Jelly Belly. It’s in the licensed food area that will make consumers say, “yum.” WarHeads Extreme Sour
Licensing Link introduced Dubble Bubble-scented scratch-offs licensed through Pollard. “The program was a success and included TV and radio advertisements in Maryland,” says Brian McCloud, account executive for Licensing Link. “It is being marketed in other states as well.” The candy show in May focuses on the confections while the Licensing Show in June will focus on the consumer goods; either way shoppers win with this category. It’s a mix of nostalgia and innovation reaching both genders and all age groups. “We are fortunate to work with many candy brands that are more than 50, and in some cases, more than 100, Freezer Pops are made years old,” says Licensing Link’s McCloud, which represents by Jel-Sert. WarHeads FROM NOSTALGIA TO INNOVATION Dubble Bubble, Ferrara Pan, and others. “These brands have is represented by Lisa Marks Associates. The licensing programs for candy brands usubeen around for a long time and should continue to be around ally focus on two aspects; one is translating the for a long time and licensing only helps to secure that fan base.” candy into other food categories such as Warheads Extreme Sour Those interviewed agree that candy and its associated licensed Freezer Pops from Jel-Sert, shown here. goods make people happy at a very sweet price point. It’s about “taking the original candy brands and extending them into other food products while retaining the core equity of the origiHOW SWEET IT IS! CANDY RATES HIGH WITH CONSUMERS nal candy,” Marks says. HARRIS INTERACTIVE released the 2010 results of EQUITREND, its This is a relatively recent development for candy brands. For years annual BRAND EQUITY STUDY measuring more than 1,000 brands the tried-and-true candy licenses were in consumer goods. across 42 categories. Harris Interactive has been tracking conAs Marks explains, “Apparel has always been an extremely sucsumers’ awareness and perception of brands for more than 20 cessful category, with T-shirts and sweatshirts to loungewear and years. Hershey’s Kisses is the highest-rated brand in the entire sleepwear. It is an anchor for licensed candy brands.” survey but lots of other candy brands made the list. It’s always been a successful category because, as Marks explains, TOP-RANKING BRANDS: apparel appeals to everyone from infants to adults. Room décor has 1. HERSHEY’S KISSES CHOCOLATE CANDY been a successful offshoot from the entrenched apparel offerings and 2. M&M’S PLAIN CHOCOLATE CANDY usually appeals to tween girls and reaches into the early college years. 3. HERSHEY’S MILK CHOCOLATE CANDY BARS While the stalwart categories continue, innovation thrives. The 4. Google.com newest trend brings consumers into electronics, most notably earbuds 5. Duracell Batteries and flashdrives. These again appeal especially to the tween/teen girls. 6. REESE’S PEANUT BUTTER CUPS CHOCOLATE CANDY A new trend for adults is licensed lottery products. Mars Retail 7. Heinz Ketchup Group recently signed Alchemy3 to develop branded lottery games. 8. Kleenex Facial Tissues “The games will be in participating lottery retailers beginning fall 9. Oreo Cookies 2010 and will incorporate popular Mars brands including M&M’s, 10. Neosporin Ointment Snickers, Skittles, Starburst, 3 Musketeers, Milky Way, and Twix,” says Jessica Ruttman, spokesperson for the Mars Retail Group.
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SUGAR & SPICE: LICENSED CANDY MIXES INNOVATION
AND
NOSTALGIA
by Nancy Lombardi
HERSHEY’S
Hershey’s has a host of licensees for its numerous candy brands. Global Icons has been managing the program, introducing a number of items into the marketplace over the past few years such as jewelry by World Trade Jewelers, eyewear by Eyewear Designs, pet toys and beds by Pet Brands, pet fashion by Fairytale Couture, and earphones by DGL Group. Here is just a sampling of two items available for the tween/teen age group. Sweet Thang is the licensed, soft goods division of Senario, which creates giant-sized candybranded plush products (shown). Designed for tween/teen bedrooms and college dorms, Sweet Thangs are soft, durable, and made to retain their shape and suppleness for a long time. Available now from Jazwares are Hershey’s Miniatures-branded memory sticks. Store and share photos, files, music, and more. Each has 2GB capacity and comes in Hershey’s chocolate bar, Twizzlers, or Bubble Yum varieties. Each is sold separately.
IMC LICENSING
IMC Licensing is currently working with the Rocky Mountain Chocolate Factory focusing on quality and flavor equities. The plan is to license it into other food and beverage categories. One category being investigated is baking mixes. Currently it has been licensed into premium hot cocoa mix with Lehi Roller Mills and flavored coffees through White Coffee. IMC says licensees are encouraged to develop packaging that reminds consumers of the 300-plus Rocky Mountain Chocolate Factory locations with the goal of sending consumers back to those locations.
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GLOBAL ICONS
Global Icons manages the licensing program for Cold Stone Creamery (in addition to working with Hershey’s). Turin Chocolates is a licensee, which makes truffle chocolates based on Cold Stone flavors. Global Icons says it is looking to extend the flavor profile of Cold Stone into other categories. A licensing deal for hard candy is expected to be announced shortly. In addition, Cold Stone has a deal with Jelly Belly.
LISA MARKS ASSOCIATES
Lisa Marks Associates (LMA) has many exciting new programs for the varied candy brands in its portfolio. For Peeps, new partner FAB/Starpoint is developing a broad stationery line along with ceramic banks and backpacks. Briefly Stated has introduced a line of Peeps and Hot Tamales loungewear and boxers. Hybrid Apparel has developed an extensive line of Smarties apparel with tees, tanks, sweatshirts, and jackets for kids to adults. Iscream will be introducing a line of Smarties stationery and school supplies. Smarties is also growing with a new program from Lotta Luv with Smarties lip balms.
THE BEANSTALK GROUP
The Beanstalk Group announced new licensees to the Airheads candy licensing program with product introductions in the beauty and apparel categories. Cosmetics licensee Lotta Luv will leverage the unique flavor profiles and color palettes of Airheads bars and Airheads Xtremes belts to create a flavorful portfolio of Airheads lip balms and glosses. Hybrid Apparel will translate the beloved irreverence of Airheads into fun and colorful graphic T-shirts and other tops. Products are expected to launch at retail by early 2011.
LICENSING LINK
Licensing Link has been working with Dubble Bubble, which is owned by Tootsie Roll Industries under the Concord Candy Brand division, for 10 years. Electronics is the newest category for Dubble Bubble. Licensee DGL is making earbuds (shown here) and earphones. This spring Garan has a major program with Walmart for apparel. Pollard is the licensee for scented Dubble Bubble scratch-offs. The program was a success in Maryland and is being marketed now to other states. United Legwear recently expanded its licensing program to include Dubble Bubble and Razzles. United Legwear has been known for its success with fashion brands such as Puma, True Religion, and Cynthia Rowley. Just a few years ago Licensing Link began working with Ferrara Pan Candy Brands, the manufacturers of Red Hots, Lemonheads, Jaw Busters, Boston Baked Beans, Atomic Fire Ball, and others. It currently has about 10 licensees and is about to close five more categories. Garan premiered this line at Walmart and the Lemonheads, in particular, were the most successful in the assortment.
MARS RETAIL GROUP
Mars Retail Group announced that it has joined with licensee Alchemy3 to develop branded lottery games featuring the M&M’s characters. The games will hit participating lottery retailers beginning fall 2010 and will incorporate popular Mars brands including M&M’s, Snickers, Skittles, Starburst, 3 Musketeers, Milky Way, and Twix. Fans of the M&M’s characters can show their candy-loving spirit with cardboard standups and Nomad Stickup wall clings from Advanced Graphics. These decorative items showcase all five characters—Red, Blue, Orange, Yellow, and fan-favorite Ms. Green. The wall clings will depict the excitement of winter sports with snowboarding M&M’s characters. The cardboard standups are a popular decorating concept, and the wall clings are removable and ideal for almost any smooth surface. Both items are currently available.
THE LICENSING GROUP
The Licensing Group (TLC) manages the Jelly Belly brand. TLC says it has an established licensing program for the brand, which focuses on the brand’s colors, shapes, and flavors. The brand, which has strong awareness in the U.S., is now expanding overseas to Japan, the UK, Germany, and Australia. Some recent U.S.-based products include The WIT Group with 10 flavors of Jelly Belly soda (shown above). The flavors in the line include very cherry, blueberry, French vanilla, juicy pear, sour cherry, green apple, crushed pineapple, lemon drop, tangerine, and strawberry jam. Little Kids launched kids bubbles and necklaces with charms based on the Jelly Belly flavors and iconic shape. The flavors include grape jelly, very cherry, and top banana. ESI created scented iPod covers and ear buds. The scents include watermelon, blueberry, berry blue, very cherry, strawberry cheesecake, and licorice. Zeeray launched Jelly Belly-scented car air fresheners in a variety of scents.
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RHINO ENTERTAINMENT AND FRANK SINATRA ENTERPRISES
MICHELE CARUSO, DIRECTOR OF LICENSING
Rhino Entertainment and Frank Sinatra Enterprises appointed Michele Caruso as director of licensing. She will focus on expanding the Frank Sinatra brand into additional categories of business, while also working on the merchandising, marketing, and product development of the overall Sinatra program. Caruso will be responsible for managing domestic and international licensees and guiding strategic marketing and growth. Previously, she served in licensing and retail-related posts at New Line Cinema, MTV Networks, and Nickelodeon and Viacom Consumer Products.
HILCO ANNOUNCES EXECUTIVE CHANGES
Hilco Consumer Capital (HCC) announced that Jamie Salter, CEO, will be resigning from the company to pursue other interests and that Eric Kaup, currently its general counsel, has been named as the interim CEO. Kaup will also continue to serve as general counsel and executive vice-president of Hilco Trading LLC, HCC’s parent company. Salter helped co-found HCC with Hilco Trading in December 2006. He will continue to advise on the HCC portfolio of brands and serve on the boards of several brand companies, including Halston, Ellen Tracy, and House of Marley, and will continue to manage the day-to-day operations of House of Marley.
HASBRO
JERRY PEREZ, SENIOR VICE-PRESIDENT AND GLOBAL BRAND LEADER, PRESCHOOL
Hasbro hired Jerry Perez as senior vice-president and global brand leader for the company’s worldwide preschool business. In this role, Perez will lead global strategy, marketing, and merchandising for Hasbro’s preschool brand portfolio including Playskool, Mr. Potato Head, and Play-Doh, among others. He will also lead global efforts around the recently announced Sesame Street toy and co-branded games license. Perez’s 25 years of global and domestic toy industry experience includes positions at Learning Curve, LeapFrog Enterprises, Fisher-Price, Kenner, and Quaker Oats.
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THE BEANSTALK GROUP WILLIAM KEHOE, COO
The Beanstalk Group promoted William Kehoe to COO. In his new role, Kehoe will be responsible for the dayto-day operational and systems management of Beanstalk including finance, legal, contract and royalty administration, human resources, and IT, among other operational functions. Kehoe will be working directly with Beanstalk president Michael Stone to facilitate short-term and long-range strategic planning activities across the company to grow Beanstalk in the U.S. and internationally. Previously, he was the company’s CFO, a role he will continue to hold.
HIDDEN CITY ENTERTAINMENT
SHARON M. BENNETT, LICENSING CONSULTANT, NORTH AMERICA
The recently renamed Hidden City Entertainment (formerly Hidden City Games), appointed Sharon M. Bennett as licensing consultant for North America. She will be responsible for Bella Sara’s primary retail development, licensee relations, and sales. Bennett will build retail awareness and bring on additional licensees in key categories including apparel, domestics, publishing, interactive, collectibles, and accessories. Most recently, she launched her boutique brand licensing consultancy, Bennett Branding.
CHORION
KNEPFER & CIPOLLA, APPOINTMENTS
Chorion appointed Tamra Knepfer as executive vice-president, brand management & marketing and Steve Cipolla as executive vice-president, global licensing & sales. Knepfer will oversee brand strategy, marketing, and creative for Chorion’s brands worldwide. Most recently, she was senior vicepresident, global licensing and business development for Rodale. Cipolla will oversee Chorion’s global licensing and retail teams and develop new opportunities for the company’s growing portfolio of brands. Most recently he was vice-president & general manager for ESPN Consumer Products.
SHARPERIMAGE.COM
STEVE AUGUST, SENIOR VICE-PRESIDENT AND CHIEF MARKETING OFFICER
SharperImage.com hired Steve August as senior vice-president and chief marketing officer. August will have complete responsibility for all direct marketing efforts including online, catalog, affiliate, CRM, portals, and partnerships. He will also have oversight of all customer analytics and database modeling. Previously, August was operating vice-president for customer marketing at Brookstone.
DR. SEUSS ENTERPRISES
SUSAN BRANDT, PRESIDENT, LICENSING AND MARKETING
Dr. Seuss Enterprises promoted Susan Brandt from executive vice-president to president of the licensing and marketing division. She will continue to oversee worldwide operations for Dr. Seuss Enterprises. Brandt joined Dr. Seuss Enterprises in 1998.
DISNEY STORE
DAMON WHITESIDE, VICE-PRESIDENT, MARKETING, DISNEY STORE NORTH AMERICA
The Disney Store named Damon Whiteside as vice-president of marketing of Disney Store North America, bringing his retail marketing and franchise development experience to the planning and execution of the new store design set to launch this summer. Whiteside will oversee key global marketing initiatives and lead the North American marketing strategy through in-store brand positioning, franchise, and synergy development. He also brings to the role a background in digital marketing, promotions, and strategic alliances. Most recently, Whiteside was the head of marketing for Walt Disney Records.
TARGET ENTERTAINMENT GROUP
WOOLF & HOWELLS, NEW HIRE AND PROMOTION
Target Entertainment Group hired Richard Woolf as director of licensing. Woolf will report to Helen Howells who was recently promoted to commercial director. Howells will strengthen the collaboration between Target’s TV distribution and consumer rights teams, with particular responsibility for the management of children’s TV sales, in addition to managing the home entertainment and licensing divisions. She will also continue to handle the master toy and publishing categories. Woolf will take responsibility for all other licensing categories and will be tasked with expanding Target’s current international licensing business.
BIG TENT ENTERTAINMENT
LISA K. WEINER, DIRECTOR OF BRAND DEVELOPMENT
Big Tent Entertainment appointed Lisa K. Weiner as director of brand development. She will help maximize all of Big Tent Entertainment’s brands in licensee sales and at retail, including Domo, Discovery Kids, TokyoPop, and Telemundo. Previously, Weiner was director, brand management at Random House Children’s Books.
JAKKS PACIFIC
JEREMY PADAWER, EXECUTIVE VICE-PRESIDENT OF MARKETING
Jakks Pacific promoted Jeremy Padawer to executive vice-president of marketing for Jakks brands. In his new role, Padawer is responsible for product development, marketing, new business, intellectual property, and entertainment content development for Jakks, including girls, dolls, activities, preschool, vehicles, seasonal, construction, boys’ entertainment, electronics, and pets. Padawer’s new role is not inclusive of Jakks’ divisions Creative Designs International (CDI), Tollytots, Kids Only!, and Disguise. Padawer was formerly senior vice-president of marketing for boys’ entertainment brands. He joined Jakks in 2003.
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Big Brands of 2010
Burger King Coca-Cola Coppertone Crazy Eddie Dairy Queen Daisy Rock
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Dr. Pepper General Motors Harley-Davidson Hot Rod Jeep Kellogg’s
M&Ms Motortrend Mr. Clean Mr. Coffee Pepsi Polaris
Skechers Tabasco The New York Times Under Armor
Solution on page 33
JUNE
8–10
Licensing International Expo
licensingexpo.com
Mandalay Bay Convention Center Los Angeles Convention Center
Los Angeles
22–25
Comic-Con International
comic-con.org
San Diego Convention Center
San Diego
16–18
Chicago Comic & Entertainment Expo MAGIC Marketplace
chicagocomicandentertainmentexpo.com
magiconline.com
McCormick Place
Chicago
Time To Play Holiday Showcase
timetoplaymag.com
Altman Building
New York City
mipworld.com
Palais des Festivals
Cannes, France
character.ae
Dubai Intl. Convention Center
Dubai, AE
15–17 27–29
JULY
E3
Summer Fancy Food Show
AUGUST
17–19
S EPTEMBER
28
28–30 29–30
HBA Global Expo
Brand Licensing Europe
O CTOBER
4–8 5–8
10–13
MIPCOM
Fall Toy Preview
The ABC Kids Expo
N OVEMBER
29–12/1
Dubai Intl. Character & Licensing Fair
e3expo.com
specialtyfood.com
hbaexpo.com
brandlicensing.eu
toyassociation.org theabcexpo.com
Jacob Javits Convention Center
Las Vegas Convention Center
Jacob Javits Convention Center The Grand Hall, Olympia
Dallas Market Center
Las Vegas Convention Center
Las Vegas
New York City
Las Vegas
New York City London
Dallas
Las Vegas
Licensing International Expo 2010
June 8–10 Mandalay Bay Convention Center, Las Vegas; www.licensingexpo.com
Fall Toy Preview 2010
October 5–8 Dallas Market Center, Dallas; www.toyassociation.org
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by Christopher Byrne
POSTED
HERE IS A SAMPLING OF HOW
AMERICAN
CONSUMERS ARE SPENDING THEIR TIME AND MONEY THIS MONTH.
Source: Alexa 1. Google.com 2. Facebook.com 3. YouTube.com 4. Yahoo.com 5. Live.com 6. Wikipedia.org 7. Blogger.com 8. MSN.com 9. Qq.com 10. Yahoo.com.jp
TOP WEBSITES, FEBRUARY–MARCH, 2010
Source: iTunes 1. The Blind Side 2. The Twilight Saga: New Moon 3. Sherlock Holmes 4. The Princess and the Frog 5. The Men Who Stare at Goats 6. The Hangover 7. Alvin and The Chipmunks: The Squeakquel 8. 2012 9. Twilight 10. Fantastic Mr. Fox
TOP ITUNES MOVIE DOWNLOADS, MARCH 30
Source: Fragrancenet.com 1. Red Door by Elizabeth Arden 2. Aspen by Coty 3. Curve by Liz Claiborne 4. CK One by Calvin Klein 5. Viva La Juicy by Juicy Couture
BEST-SELLING PERFUMES, FEBRUARY–MARCH, 2010
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6. 7. 8. 9. 10.
Flowerbomb by Viktor & Rolf The One by Dolce & Gabbana Hugo by Hugo Boss Euphoria by Calvin Klein Live by Jennifer Lopez
Source: Amazon.com 1. Fantas-Eyes 2. Lucky 3. Rocawear 4. Timberland 5. Newport News 6. Oakley 7. Marc by Marc Jacobs 8. Jessica Simpson 9. Colors in Optics 10. G by Guess
TOP-SELLING SUNGLASSES BRANDS, MARCH 30
Source: Sony 1. Caught by Harlan Coben 2. Shattered by Karen Robards 3. The Last Song by Nicholas Sparks 4. The No. 1 Ladies’ Detective Agency by Alexander McCall Smith 5. Shutter Island by Dennis Lehane 6. The Help by Kathryn Stockett 7. Ford County: Stories by John Grisham 8. The Silent Sea by Clive Cussler 9. The Bone Thief by Jefferson Bass 10. The Girl with the Dragon Tattoo by Stieg Larsson
TOP DOWNLOADED BOOKS
FOR AN EREADER,
MARCH 30
With instant recognition, nostalgic game play and a portfolio ranging from cult classics to the latest hits, FremantleMedia’s game shows are guaranteed winners. ContaCt us today for liCensing opportunities
For further information, contact: James Ngo Senior Director, Consumer Products FremantleMedia Enterprises T: +1 (818) 748 1145 E: james.ngo@fremantlemedia.com
www.fremantlemedia.com