Royaltie$, August 2012

Vol. 7, No. 4, August 2012

Music Lice Licensing ensing Marketplace MAGIC Ma arketplace Cause-Related Cause-R elaated Licensing

inside

Celebrity Celeb brity Licensing UÊÎxÌ Ê Û ÃÊ7ii Ê iÌÃÊ>Ê i}i `Ê ÛiÊ UÊÎxÌ Ê Û ÃÊ7ii Ê iÌÃÊ>Ê i}i `Ê ÛiÊ U UÊÀi> ÌÞÊÃÌ>ÀÃÊ}> Ê Vi à }ÊV ÕÌ ÊÀi> ÌÞÊÃÌ>ÀÃÊ}> Ê Vi à }ÊV ÕÌ UÊ }À> ÃÊÃÌÀ iÊÕ«Ê`iL>Ìi Ê }À> ÃÊÃÌÀ iÊÕ«Ê`iL>Ìi U

Opportunities Exist At Every Turn.

We Know A Little Something About Being Prepared.

After all, we’ve been at it for more than 100 years.

There’s no brand more closely associated with preparedness and positive outdoor experiences than the Boy Scouts of America.

We’ve helped more than 110 million youth learn the value of strong leadership, the importance of character, and the excitement of the outdoors since 1910. Over 50 million living alumni continue to use the skills we helped teach them in their youth and many still lead an active outdoor life today.

What better way to prepare your business for growth than licensing with the Boy Scouts of America.

To learn more, contact us today at 800-323-0732 x461 or by email at licensing@scouting.org.

Boy Scouts of America® is a registered trademark of the Boy Scouts of America. All rights reserved.

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AUGUST 2012

Vol. 7, No. 4

Features

18 CELEBRITIES LICENSE A LEGACY

by Jennifer Lynch

20 CELEBRITY LICENSING: PRODUCT PRESENTATION

by Jennifer Lynch

22 MUSIC LICENSING TURNS UP THE VOLUME

by Jennifer Lynch

23 MUSIC LICENSING: PRODUCT PRESENTATION

by Jennifer Lynch

24 THE SYMBIOSIS OF LICENSING AND FASHION

by Chris Adams

26 MAGIC MARKETPLACE: PRODUCT PRESENTATION

by Chris Adams

28 RAISING AWARENESS AND FUNDS THROUGH LICENSING

by Laurie Leahey

30 CAUSE-RELATED LICENSING: PRODUCT PRESENTATION

by Laurie Leahey

Departments 4

Observations & Opinions

8

Real Deal

6 10 12 14 16 32 34 35

The TICKER

On the Radar

Essence of Style

Mavericks in the Market: Chad Bennett, Populus Brands

Royaltie$ Marketplace: The Collective’s Annoying Orange You’re Hired

Calendar of Events Endcap

ON THIS PAGE FROM THE TOP: DANE-ELEC INTRODUCES DURACELL-LICENSED FLASH DRIVES. GREENLIGHT IS REPRESENTING PHOTOGRAPHER ANSEL ADAMS. AUTHENTIC BRANDS GROUP IS SET TO OPEN THE FIRST-EVER MARILYN MONROE CAFÉ IN OAKLAND, CALIF. HEIDI KLUM’S TRULY SCRUMPTIOUS LINE IS AVAILABLE EXCLUSIVELY AT BABIES “R” US. JERRY LEIGH INTRODUCES A MICKEY MOUSE-LICENSED SWEATSHIRT. ADIDAS AND MAJOR LEAGUE SOCCER WORK TOGETHER TO SUPPORT BREAST CANCER AWARENESS. ON THE COVER: THE FAN MOSAIC WAS CREATED THROUGH ELVIS PRESLEY ENTERPRISES AND FANMOSAICS.COM IN CELEBRATION OF THE 35TH ANNIVERSARY OF ELVIS WEEK.

A DEAL BETWEEN

COVER BY JENNIFER LYNCH

S

JUNE 2012 • VOL. 7, NO. 4

by Andy Krinner

A RISING TIDE LIFTS ALL BOATS ame old, same old. That’s what I heard a lot of coming from the floor of 2012’s Licensing Expo in Las Vegas about the entertainment sector. Sure there was some chatter about the newest pool of properties based on apps or viral videos. (These are two concepts that still get confused by some.) Of course there’s a lot of talk about the newest boy band 1D (One Direction).

But that chatter was mainly about their longevity or possible lack thereof. So the question beckons, why are we seeing new iterations of old and not-so-old ideas?

Part of the problem is on the creative side. I think the proverbial fountain of imaginative innovation has been reduced to a trickle. The gimmick of releasing generally mediocre movies under the cloak of “3-D” hoping that audiences will overlook the bad writing, acting, and cinematography is no longer enough. Gimmicks never last for long. Even newer properties that once caused a stir have matured by the time the sequel or “threequel” comes out. Add in plummeting kids’ TV ratings, which in the past was a barometer for retailers and licensees to base their decisions on, and you have the recipe for a bland licensing business.

The other part of the problem is a retail community unwilling to take on new

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ROYALTIE$ AUGUST 2012

properties in a big way until they have a proven track record. But can you blame them? The specialty market, a place where, at one time, licensors were able to plant the seeds of a new property and nurture it into a full-fledged licensing program, no longer exist. And given the current state of the economy, who wants to be left holding merchandise nobody wants. Moving products with familiar licenses is seemingly easier and presents a somewhat larger selling window, but you still have to convince consumers that they need the newer product. Unfortunately under this strategy, gems like Brave, Despicable Me, and the Smurfs are often overlooked. While this may sound pretty bleak there is a silver lining in all of this.

We all know that history repeats itself and having spent 20-plus years in the licensing business, I know this to be true.

We are currently in the valley of the licensing landscape and I’m sure in the not too distant future we will once again begin to ascend to the top of the peak.

Until then, patience and hard work seem to be the order of the day. I’ve been told by both licensors and licensees that they have had to put more time and effort in on projects than ever for a smaller piece of the pie. But few feel the ship is sinking. It’s just in dry-dock for now until the next wave of licensing rolls around.

PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ASSOCIATE PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ADVERTISING MANAGER DONNA MOORE DONNA@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM CONTRIBUTING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM EDITOR LAURIE LEAHEY LAURIE@ANBMEDIA.COM ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DR., HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM

INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB

MEDIA, INC.

229 WEST 28TH STREET, SUITE 401, NEW YORK, NY 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727

ROYALTIE$ is published five times per year by aNb Media. Copyright 2012 aNb Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. ROYALTIE$ is a registered trademark of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of ROYALTIE$ management.

www.aNbMedia.com

Š 2012 Viacom International Inc. All Rights Reserved.

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A RECAP

OF I NDUSTRY

HEADLINES

• For More News, Visit www.aNbMedia.com

• Sign up to Receive FREE Weekly News Alerts

DREAMWORKS ACQUIRES CLASSIC MEDIA

DreamWorks Animation SKG, Inc., has acquired Classic Media for $155 million in cash from Boomerang Media Holdings I LLC, a portfolio company of Chicago-based private equity firm GTCR. The acquisition of Classic Media will be financed through a combination of cash and borrowings under DreamWorks Animation’s revolving credit facility. The purchase price of $155 million includes amounts required to retire indebtedness. DreamWorks Animation says it expects that the transaction will be completed during the quarter ended September 30.

Classic Media’s library of intellectual properties features a vast collection of filmed entertainment with more than 450 titles and more than 6,100 episodes of animated and live-action family-focused programming. Classic Media’s portfolio includes Casper the Friendly Ghost, Where’s Waldo?, Lassie, The Lone Ranger, George of the Jungle, and Rocky & Bullwinkle. In addition, the company has holiday favorites Frosty the Snowman, Rudolph the Red-Nosed Reindeer, and Santa Claus is Comin’ to Town. Classic Media counts among its holdings contemporary bestsellers such as VeggieTales and Olivia, as well as Postman Pat and Noddy in international markets. Classic Media owns one of the world’s largest comic book archives and media rights to the titles in the Golden Books library, which have sold more than two billion copies worldwide, according to the companies. Classic Media’s joint venture with Jay Ward Productions manages the rights to the entire Jay Ward animated catalog, which includes Rocky & Bullwinkle and Mr. Peabody & Sherman. DreamWorks Animation’s 3-D feature film Mr. Peabody & Sherman is scheduled for release on December 25, 2013.

SABAN PARTNERS WITH THE CW

Kidsco Media Ventures LLC, an affiliate of Saban Brands, will supply programming for The CW Network’s five-hour Saturday morning kids’ television block, which has been renamed Vortexx. The block will be anchored by key franchises such as Power Rangers and Yu-Gi-Oh!, in addition to other soon-to-be-announced action/adventure and comedy shows. Vortexx will soon launch online as www.myvortexx.com in conjunction with mobile offerings. The company plans to rebrand the day segment, which will air on The CW Saturday mornings from 7A.M.– 12 P.M. starting August 25.

DISNEY AND MARVEL TEAM UP

FOR ANIMATED

CROSSOVER

Disney and Marvel have teamed up for an animated crossover event in which Marvel Super Heroes will make a guest appearance in an episode of the Disney series Phineas and Ferb. Phineas and Ferb: Mission Marvel is the first crossover television special for Marvel and Disney. Currently in production and set to premiere in summer 2013, Phineas and Ferb creators and executive producers have partnered with Marvel’s creative team to design Marvel’s Super Heroes and Super Villains to fit the world of the TV series. Spider-Man, Iron Man, Thor, Hulk Red Skull, Whiplash, and Venom will all make guest appearances in the television event.

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BANANA REPUBLIC TO DESIGN NEW VIRGIN AMERICA UNIFORMS

Virgin America has partnered with Banana Republic for new in-flight uniforms to celebrate the airline’s fifth anniversary. The uniforms will feature a fresh, modern look with aviation details and a palette inspired by the airline’s own inventive service style and signature cabin design. The looks will be unveiled on Virgin America flights and at airports nationwide this month. The collaboration will also bring items inspired by the new uniforms to consumers via Virgin’s in-flight store. Virgin America also will offer Banana Republic travel essentials inspired by the new uniforms, available to Virgin America flyers for a limited time via the airline’s Red in–flight entertainment system Shop platform and in select Banana Republic stores beginning this month.

KRAFT EXPANDS DEAL WITH SODASTREAM

Kraft Foods, Inc., and SodaStream International, Ltd., announced the expansion of their strategic partnership for the manufacturing, marketing, distribution, and sale of Kraft Foods beverage brands for use with the SodaStream soda making system. The initial Kool-Aid flavor choices will be cherry, grape, and tropical punch. These complement the existing co-branded portfolio, which includes several varieties of Crystal Light and Country Time. The companies plan to have the products available at retail during the fourth quarter of 2012.

MIND CANDY ACQUIRES ORIGAMI BLUE, FORMS DEVELOPMENT STUDIO

Mind Candy, the company behind Moshi Monsters, has acquired UK-based game studio Origami Blue to launch its new innovation center called Candy Labs. Origami Blue is a small studio set up by former Disney Blackrock Studios executives Edd Smith, Mark Knowles-Lee, and James Ovnik. To date, the group has developed augmented reality gaming applications for clients and also worked closely with a team of educational psychologists to develop a state-of-the-art touch-typing system for children.

Following this acquisition the team will come on board as full-time Mind Candy employees.

Candy Labs will be a research and development studio. The company says that the ideas will be a mix of digital and non-digital entertainment. Some concepts are expected to be acquired from third parties, but most ideas will originate inhouse, according to Mind Candy.

READING RAINBOW BECOMES AN APP

RRKidz, the digital media company behind the television show Reading Rainbow, has reimagined the iconic kids’ brand as a reading adventure app. Designed for children ages 3–9, the app delivers a library of hundreds of curated books and all-new videos. Traveling to themed islands, such as Animal Kingdom, My Friends, My Family, and Genius Academy, kids can find books and videos customized to their age and interests. Each book comes alive with audio storytelling by celebrity actors, including Reading Rainbow’s LeVar Burton, and features light animations and related activities to enhance the story. Publishing partners providing digital content for the app include Little, Brown Books for Young Readers; Holiday House; Charlesbridge Publishing; Kane Press; Sleeping Bear Press; Peachtree Publishers; and Shenanigan Books.

The app is free for download on the iPad and includes the ability to fully explore the app, the islands, videos, and to select one book to read.

Plans are already underway to expand the Reading Rainbow app library of content, launching it on new platforms and introducing new digital products to inspire children’s love of reading.

ROYALTIE$ AUGUST 2012

7

ARCHIE COMICS AND FOX CONSUMER PRODUCTS

Archie Comics announced plans with Twentieth Century Fox Consumer Products for Archie Meets Glee, a fourpart comic book storyline that brings the cast of the hit television series face to face with Archie and the gang. The story is expected to kick off in 2013.

The storyline, which will run as part of the Archie title, will be written by Glee writer, comic book scribe, and playwright Roberto Aguirre-Sacasa (Spider-Man: Turn Off the Dark) and illustrated by artist Dan Parent, known for his work on Kevin Keller and Archie Meets KISS.

MARVEL ENTERTAINMENT AND RUSSELL ATHLETIC

Marvel Entertainment entered a licensing agreement with Russell Athletic for a Marvel Super Hero/Russell Athletic collegiate apparel program. The program will reach up to 200 colleges across the country. The program will include Tshirts and hooded sweatshirts featuring Marvel Super Heroes, including Spider-Man, Captain America, Iron Man, Hulk, Thor, and Wolverine. The characters will appear in each college’s respective school colors along with their mascots and logos. Participating universities include UCLA, Michigan State, Baylor, Kansas State, Mississippi State, UNLV, Ohio State, and University of Iowa. Russell Athletic will distribute the co-branded apparel to college bookstores, arenas, sporting goods retailers, and mid-tier stores beginning in August.

DR PEPPER SNAPPLE GROUP AND CAFÉ VALLEY BAKERY

Brand Central negotiated a licensing partnership for its client Dr Pepper Snapple Group with Café Valley Bakery for a collection of co-branded bakery products. The initial product resulting from the collaboration is a line of Mott’s Apple Mini Muffins made with real applesauce and 7UP cakes (one of which is pictured on the right). The products will incorporate the Dr Pepper Snapple Group iconic flavor profiles.

Product will be sold at grocery retailers throughout the U.S.

XCEL BRANDS SIGNS DEAL WITH ELITE FOR MIZRAHI

Xcel Brands, Inc., has signed an exclusive licensing agreement with Elite Brands. This agreement will give Elite Brands the license to manufacture and distribute digital cameras, video camcorders, camera cases, and camera bags under the M. Isaac Mizrahi brand. The line is expected to be available at retail in spring 2013.

TOON STUDIO AND WOWWEE

The Toon Studio of Beverly Hills has completed a licensing deal with WowWee Group, Ltd., to bring the Once Upon A Zombie property featuring Snow White, Cinderella, Little Mermaid, and Sleeping Beauty among other characters, to the world of traditional and digitally interactive dolls with mobile applications. Once Upon A Zombie tells the story of how these classical princesses took a turn in time and became zombies, living forever.

The Toon Studio will launch a Once Upon A Zombie children’s book and is now licensing the IP to consumer products companies worldwide. WowWee plans to incorporate technologies similar to those in its AppGear product line into the 2013 product launch of Once Upon A Zombie.

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ROBIN ZINGONE SIGNS NEW INTERNATIONAL DEALS

Robin Zingone and Luk International S.A. have inked a deal with Creaciones Euromoda S.L. to produce home textiles featuring the brands robinzingone, Cocomimilulu, Girlygirl robinzingone, and loveMi robinzingone. Products include duvet covers, bed sheet sets, bedspreads, sleeping bags, and pillows. Product will be sold in mass market stores throughout France, Italy, Spain, Andorra, and Portugal.

For Mexico, Robin Zingone and More Licensing have signed with Shiveis S.A. de CV to produce infant products for the Cocomimilulu brand. The line will include training cups, baby bottles, rattles, teethers, wipes, brush and comb sets, bibs, pacifiers, and tableware, available at mass and specialty stores.

RAWLINGS AND ESI CASES AND ACCESSORIES

Rawlings Sporting Goods Company, Inc., has partnered with ESI Cases and Accessories to create Rawlings-branded consumer electronics accessories.

This includes headphones, ear buds, and pedometers as well as leather and non-leather protective cases. The license was negotiated by Brand Central LLC on behalf of Rawlings.

GLOBAL ICONS TO REPRESENT POWERHOUSE GYM

Global Icons announced that it has been signed as the exclusive worldwide representation for Powerhouse Gym. The brand extension development will focus on lifestyle products that promote healthy living such as sports apparel, sporting equipment, and nutritional supplements for both the active fitness enthusiast and the everyday consumer.

CLOUD B AND SCHOLASTIC

Cloud b has signed Scholastic to feature Cloud b’s Twilight Turtle in a new children’s book to be published in September. My Turtle and Me, by Owen Bernstein, will be published by the Cartwheel Books imprint and will retail for $9.99. Scholastic will publish and distribute the title through its distribution channels both domestically and internationally. Cloud b will offer a book and toy bundle exclusively through www.Cloudb.com.

ANNOYING ORANGE MOVES TO GRAPHIC NOVELS

The Collective announced that Annoying Orange will be featured as a series of graphic novels from Papercutz, a leading publisher of graphic novels for all ages, with the first title Secret Agent Orange to be released this December. The Papercutz licensing agreement was brokered on behalf of The Collective by The Joester Loria Group (TJLG), the licensing agent for Annoying Orange brand.

The Annoying Orange graphic novels will feature all-new original adventures for the crew.

Three full-color 64-page graphic novels, available in both hardcover and paperback, will be released each year. Papercutz joins a burgeoning licensing program for Annoying Orange.

Additional licensees include The Bridge Direct, Hybrid Apparel, LF USA, Accessory Innovations, Rubies Costume Co., and Sakar.

ROYALTIE$ AUGUST 2012

9

Ben 10 Omniverse Launches

NEW PRODUCTS, NEW DEALS, HOT TRENDS Keep your data safe with Dane-Elec’s new line of Duracell Flash rugged USB flash drives. These USB drives are lightweight and feature a solid, black rubberized housing with Duracell’s distinct copper ring. A twist mechanism allows for easy open and close (much like a twist flashlight) and eliminates the risk of losing a cap. It features a corresponding ratchet sound when it’s twisted opened and closed.

The Duracell Flash drives, which feature a loophole on top, are available in 16GB and 32GB capacities. Each drive comes with a five-year warranty.

Dane-Elec, Duracell Offer Flash Drive

Discovery’s Animal Planet is introducing a line of costumes for dogs from California Costume Collections. The Woolly Mammoth features a headpiece with ears, trunk, and tusk along with a plush body suit with feet and tail. The Orca costume features a foam headpiece with printed eyes and a body suit with attached fins and tail.

The Peacock (shown here) features a plush hood with printed eyes and a body suit with attached screen-printed foam tail plumage. The costumes, which are available in XS, S, and M, are designed for small- to medium-sized dogs.

Pets Prep for Halloween

TopKase LLC, a new iPhone accessory company, last month debuted a high-grade aluminum, self-cleaning iPhone 4S/4 case that uses a sliding, rollback shutter to protect and clean the touch screen. The unique shutter slides open to reveal the touch screen and self-conceals while the iPhone is in use. The sliding motion of the cover keeps the screen clean and dust-free through the use of a hidden microfiber cloth, each time the user opens and closes the cover.

The sleek clamshell design allows open accessibility to all ports, while keeping the body of the iPhone protected. The company says the case is also impact- and heat-resistant and available in a variety of colors. TopKase says it will also make laser engraving and full-color UV printing available allowing for full customization by licensors or retailers.

TopKase Enters the Accessory Market

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ROYALTIE$ AUGUST 2012

Cartoon Network Enterprises (CNE) unveiled the licensing plans for its new series Ben 10: Omniverse.

The series and consumer products program debuts this fall. The line is expected to include toys from Bandai, apparel from Freeze, and an interactive game from D3Publisher, which will be available on the upcoming Wii U system from Nintendo, the original Wii, Xbox 360, PlayStation3, Nintendo 3DS, and Nintendo DS. Partners since Ben 10’s inception in 2005, CNE and Bandai signed a three-year, worldwide deal renewal that will extend the partnership through 2015. It includes rights for action figures, playsets, roleplay items, and more in all territories.

Inspired by the Pages of Self Magazine

Condé Nast and FremantleMedia Enterprises (FME) announced a licensing agreement to create Selfbranded fitness products with Cap Barbell, Inc. The deal was brokered

by FME, licensing agent for Condé Nast brands Self and Epicurious.

Self will enter the fitness category with branded products including yoga mats, exercise balls, aerobic steppers, weights, resistance products, pedometers, heart rate monitors, and more.

You ready for some action? Email us at: licensinginfo@cartoonnetwork.com And we’ll get this adventure started.

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World’s Cutest Dog on Apparel

Knockout Licensing announced three new additions to its licensing roster for Boo—The World’s Cutest Dog. Ripple Junction has been granted the license for Boo ladies’ and men’s T-shirts. The Boo—The World’s Cutest Dog T-shirt design at left is exclusive to Urban Outfitters. Evy of California will manufacture and market a range of Boo clothing for girls, including sportswear, tops, bottoms, dresses, outerwear, and sleepwear.

It’s Happy Bunny Goes On-Demand

California-based Zazzle has been granted the rights to manufacture a wide range of on-demand It’s Happy Bunny products, including but not limited to T-shirts and hats. The items will be custom imprinted, embroidered, and/or etched with the bunny’s image and hilariously impolite sayings. Items are to be sold via the Zazzle.com website and other official Zazzle web outlets. The deal was brokered by It’s Happy Bunny’s licensing agent, CopCorp Licensing.

Cherokee Expands Retail Presence

Cherokee, Inc., announced an exclusive partnership with Max, a value-based fashion retail chain in the Middle East and Africa. Beginning summer 2013, customers will have the opportunity to purchase Cherokee-branded products initially at select Max stores throughout the Middle East and Africa. The Cherokee brand will join Max’s select roster of affordable, high-quality products and will be positioned as a family lifestyle brand for women’s, men’s, kids, and juniors at Max stores.

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ROYALTIE$ AUGUST 2012

T-Line Design in Hell’s Kitchen

ITV Studios Global Entertainment (ITVS GE) and its licensing agent, Firefly Brand Management, launched a Hell’s Kitchen licensing program by inking a deal with T-Line Design to produce a premium line of Hell’s Kitchen-branded T-shirts. Nine different designs were released in the U.S. last month to celebrate the show’s 10th anniversary. The T-shirts feature some of the show’s catchphrases, including “It’s raw!,” “Shut it down,” “You stupid donkey!,” “Great job. Now piss off!,” and “Bloody Hell!”

New H&M Collaboration

H&M announced an exclusive collaboration with French fashion house Maison Martin Margiela for fall/winter 2012. The new line of garments and accessories for men and women will launch on November 15 in 230 H&M stores worldwide as well as online.

The Scent of the UK

UK-based Laura Ashley announced a new U.S. e-commerce site. Items available for purchase on lauraashleyusa.com include a new Laura Ashley perfume line with three scents: Floral Heart, Green Meadow, and Pink Petals. The line was created with perfume designer Azzi Glasser.

Want in on all the fun? Email us at: licensinginfo@cartoonnetwork.com And we’ll make sure business is a blast.

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F

CHAD BENNETT, POPULUS BRANDS

Chad Bennett CEO of Populus Brands Los Angeles, Calif. p: 323-682-8411 e: chad.bennett@ populusbrands.com

BY JENNIFER LYNCH

or Populus Brands founder and CEO Chad Bennett, the business of licensing boils down to one thing—storytelling.

This is an outlook he developed not solely through licensing, but by way of program development. “When you are building brands, you have to understand who your consumers are but also what their stories are,” he says. “What is triggering them to be engaged, to be empowered, and to want to purchase the product or live the experience you are creating for them?”

Much of the experience Bennett utilized to start the company earlier this year stemmed from his work at Reveille (a TV production company now named Shine America). He started at Reveille in 2004, working in program development and production and having a hand in reality shows such as The Biggest Loser (NBC), MasterChef (FOX), Nashville Star (CMT), and more. In addition, he traveled abroad to ensure the international productions of the programming stuck to the core aspects of each show.

Three years later, Bennett launched the company’s first brand development department as a means to maximize all potential revenue streams and partnerships around a show. “Whether it was licensing, licensed promotions, or sponsorships, strategic partners, or promotional partners, I really tried to build out each program,” he says.

As Reveille’s brand manager for The Biggest Loser, Bennett helped its consumer products program generate more than $400 million in global consumer spending at more than 25,000 domestic retailers, including its online subscrip-

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tion site biggestloserclub.com and The Biggest Loser Resorts. “If they were doing something on [The Biggest Loser] Ranch, the question was ‘How do we either turn it into something authentic for a sponsor?’, or more importantly ‘How do we turn it into a licensing opportunity where we can take that product or experience and integrate it back into the show?’”

Bennett found that with reality TV in particular the built-in true-life storylines created more compelling experiences for viewers, thus offering greater opportunities for licensees and consumers. “With reality TV, these are regular people,” he says. “So what you are seeing on TV you should be able to do at home, and that became our foundation.”

But where a licensing deal can sometimes just entail handing over a style guide to a licensee, Bennett seeks out partnerships that will offer full 360 synergy. What may be the most lucrative deal does not always equate to the best deal for Bennett. “It’s really about finding best-inclass partners and trying to create a different

equation for them,” he says. “It’s also about incentivizing them to think about licensing in a different way as well as how media can be a partner to drive the business.”

Although his work at Reveille allowed him to begin exploring these kinds of partnerships, launching Populus Brands in February gave Bennett the chance to further drive franchise growth while engaging consumers. “Our goal is to cut out layers, connect strategic dots, and leverage entertainment, manufacturing, retail, and technology in new and different ways,” he says. He also seeks to create unique value and marketing propositions for clients, which include companies in manufacturing, retail, technology, and advertising sectors as well as entertainment-based clients and talent. His former employer Reveille, as well as Litton Entertainment, Power Music, and myYearbook.com are among his first clients.

Right now the company is specifically focused on Litton Entertainment, which broadcasts the Litton’s Weekend Adventure children’s block on ABC Saturday mornings, and Power Music, a previous licensee for The Biggest Loser, which provides pre-mixed music mixes for fitness programs. “For Power Music, it’s really about building out and creating a story of health and wellness, as well as creating strategic partnerships with them,” Bennett says.

While Bennett couldn’t give much detail on its most recently signed clients and hires as of press time, one thing is certain: licensing is one game he plans to play for a long time.

Want to see how a great team works? Email us at: licensinginfo@cartoonnetwork.com And we’ll show you.

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THE COLLECTIVE’S ANNOYING ORANGE

T

by Jennifer Lynch

he Collective’s AnThe Kitchen Crew noying Orange has proven that it’s much more than a bunch of anthropomorphic fruit. Driven by its social media success after launching on YouTube in October 2009, the web series has grown into a viral sensation with more than 1 billion views and 2.4 million channel subscribers as of press time. Born out of the imagination of creator Dane Boedigheimer’s love of animating inanimate objects, Boedigheimer digitally imposes his own features onto the characters. The series revolves around the main character Orange who spends the majority of his time making puns, going on crazy adventures, and, of course, annoying the other fruit of the Kitchen Crew, which includes Pear, Passion Fruit, Grapefruit, Apple, Midget Apple, Marshmallow, Coconut, and Grandpa Lemon.

Last year, Boedigheimer teamed up with the L.A.based production firm The Collective to take the web series to new heights. Since then it has developed one of the leading licensing programs for a digital property and, in November 2011, struck a deal with Cartoon Network Enterprises to transition the web series into a half-hour prime time animated TV series.

Last June, The Collective also signed The Joester Loria Group (TJLG) as the brand’s exclusive licensing agency. TJLG has been working to build buzz through a multi-category brand expansion, targeted to teens and adults.

Some of the most recent deals TJLG has helped ink for the brand across categories includes T-shirts (Hybrid Apparel), accessories (Accessory Innovations), sleep/loungewear (LF USA), amusement park toys (NANCO), Halloween costumes (Rubie’s Costume Company), and more.

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FAST FACTS

• Annoying Orange is the ninth most subscribed to YouTube channel of all time.

• One of Orange’s most common phrases of attack is “You’re an Apple!”

• The web series attracted celebrity appearances including John Leguizamo, James Caan, and Weezer.

• Annoying Orange has more than 10 million fans on Facebook.

• Cartoon Network began airing an animated series in June making Annoying Orange the first YouTube series to transition into a television series.

• YouTube star Toby Turner plays the human character Nerville, the night shift maintenance manager, on the new TV series.

HYBRID APPAREL

Hybrid Apparel has introduced a line of Annoying Orange T-shirts for young men, juniors, and boys, which are available now at JCPenney, Walmart, Target, Kohl’s, Transworld, Shopko, and Belk. The T-shirts feature colorful graphic images of all the fan-favorite Annoying Orange kitchen crew characters and their comical puns straight from the series.

RUBIE’S COSTUME CO.

A collection of Annoying Orange costumes and accessories for children and adults developed by Forum Novelties, a division of Rubie’s Costume Company, will feature characters from the series including Orange, Pear, and Midget Apple. Standard costumes will include sublimation or silk screen on laminated foam, and deluxe versions will feature a moving mouth to resemble the characters.

THE BRIDGE DIRECT

The Bridge Direct created a line of Annoying Orange toys including plush, collectibles, and clip-on key chains. Pictured is the 1.25-inch Mini Kitchen Crew Collectibles, which come in packs of 12. Items feature the entire Kitchen Crew, including Pear, Midget Apple, Grandpa Lemon, Marshmallow, and Passion Fruit.

BOTTLE ROCKET APPS

Bottle Rocket Apps’ Annoying Orange: Kitchen Carnage is a fast-paced fruit-slinging arcade game set in a rendered 3-D kitchen.

Users can fling characters such as Cantaloupe, Banana, and Pineapple to a gruesome demise while racking up points and bonus time in a quest to become the best fruit slinger in the kitchen. The game is available for purchase in the iTunes App Store and the Amazon Appstore for Android.

SAKAR INT’L

Sakar International will offer a line of electronic devices and accessories inspired by Annoying Orange, including earbuds, headphones, talking camera cases, clock radios, and cases for iPads, iPhones, and iPod Touch. Items will debut at Toys “R” Us and other retailers nationwide in time for this holiday season.

SUNRISE CONFECTIONS

Sunrise Confections, a division of Mount Franklin Foods, is offering Annoying Orange confections including gummies and fruit snacks. The Annoying Orange Real Annoying Gummies and Fruit Snacks include five flavors: orange, fruit punch, apple, lemon, and grape and are available in snack pouch and theater box sizes. Packaging features everyday and seasonal/holiday designs.

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CEleBrITIeS LICeNsE A LeGACY

BY JENNIFER LYNCH

hen deceased rapper Tupac Shakur took the stage at the thing they maybe wouldn’t have otherwise seen.”

Coachella Music Festival in March to perform alongside This area can cause issues, however, when the celebrity’s image is not Dr. Dre and Snoop Dogg, many fans may have thought used properly. The Estate of Marilyn Monroe issued a cease-and-desist they’d seen a ghost. But it wasn’t a ghost. It was a hologram of the order to Digicon Media, which currently holds a copyright for Virtual rapper created by Digital Domain, a subsidiary of Digital Domain Marilyn, in December 2011 after the company announced plans to bring Media Group, specifically for the exclusive performance. Since then, the deceased starlet back to life for a virtual concert. But this instance it’s become the buzz of the industry. “It’s created tremendous debate refers back to the main challenge of any celebrity licensing, and that’s and a lot of dialog about the future of celebrity licensing, particularly maintaining a certain image. ABG’s Woodhouse says that as powerful as on the deceased celebrity side,” says Mark Monroe is as a brand today, ABG is cover of new I Am An Elvis Fan album Owens, senior vice-president at GreenLight, still working on cleaning up her which works with icons such as Martin Luther image. “We’re making sure she has King Jr., Albert Einstein, Steve McQueen, and partners that really speak to what she Ansel Adams. “It has the potential to have a represents, and that’s in all spheres,” very positive impact on licensing, but it has to he says. The company recently be done tastefully and very strategically,” he entered a deal with eOne to create a says. “If it’s abused because it’s the newest fad reality TV show based on the star. and becomes a way to resurrect anyone that’s Elvis Presley Enterprises, which no longer with us, it will backfire.” will gather fans at Graceland this Bringing celebrities back from the dead to month to celebrate the 35th Elvis support a product is nothing new. In fact, in Week since Elvis’ death, works each 1991, CMG Worldwide signed a deal for the year to bring new generations of fans estates of Humphrey Bogart, James Cagney, closer to experiencing Elvis, and this and Louis Armstrong that placed them in a Diet new technology will only elevate Coke commercial with Elton John. At the time, that. In addition to a deal inked with the advertisement won multiple awards and was considered revolution- Digital Domain to create a virtual Elvis to engage with fans through ary. “The technology has been out there for a while, it’s just that it keeps “live” performances, the company also launched a unique I Am An getting better,” says Mark Roesler, president of CMG Worldwide. “I Elvis Fan campaign this year. More than 7,500 fans around the world also don’t think people were as ready for it as they are now. In the past submitted their photos to be included in an Elvis mosaic, which will few years, we’ve witnessed some real icons face untimely deaths. also serve as the cover for the I Am An Elvis Fan album to be released There’s a demand and there’s an interest from people that want to con- by Sony Music Entertainment on August 31. The album was also tinue to experience the talent that these entertainers had.” While Roesler crowd-sourced for fans’ favorite songs. “The more things like this that says there have only been inquiries about how its client roster can be allow fans to express their love of Elvis but also connect with each brought to life more, such as creating a Betty Page burlesque show in other and express it jointly as a group, the better,” says Scott Williams, Las Vegas, these inquiries have warranted serious consideration. vice-president of marketing at Elvis Presley Enterprises.

“I think it really is the next evolution from online to virtual,” says Nick Woodhouse, CMO at Authentic Brands Group (ABG). “But not CELEBRITY LICENSING GETS REAL Just as deceased celebrities can offer licensors a greater sense of just for deceased celebrities. Why wouldn’t you take a Justin Bieber and allow him to be in multiple places at once? It gives fans some- security in terms of image, the strategy is shifting on the side of living

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celebrity licensing as more and more reality stars are being viewed as more trustworthy and authentic brand ambassadors. “All of licensing is cyclical and it’s truly the time for the reality media star,” says Maggie Dumais, head of branding and licensing at Innovative Artists (IA). “We’re already trending away from celebrity actors and actresses and moving toward the accessibility of properties that may originate either from reality TV or the internet.” Innovative Artists has specifically been shifting the focus of its licensing efforts to these types of celebrities, including creating a women’s health and fitness program for Dr. Lisa Masterson from the daytime talk show The Doctors and an affordable lifestyle program for Real Housewives of Beverly Hills star Adrienne Maloof. “[Dr. Lisa] takes all levels of women’s fitness and says, ‘Here is something you can do, and these are the health benefits from it,’” says Dumais.

“Because it’s also actually doctor recommended, consumers believe that.”

Allison Ames, president of Beanstalk, North America, also views this space as a natural progression of celebrity licensing. “Reality stars, in some ways are more emotionally in touch with the everyday female,” she says. “And as a result, they have permission to go into products that bear their names.” Beanstalk recently signed a deal with Real Housewives of Atlanta star NeNe Leakes, who Ames views as having a similar appeal to consumers as Bethenny Frankel. “With Bethenny, she’s not afraid to tell it like it is and people want to hear that,” says Ames. “NeNe in the same vein has an outspoken personality and she’s become inspirational on that level as well as aspirational because she has a style that women relate to.” Beanstalk is in the process of launching a program for Leakes that will focus on fashion apparel and accessories for all women with the potential to move into additional categories such as footwear and fragrances.

Beanstalk’s Ames. “So this is a graceful and credible way to extend into a category that is less branded and crowded.”

SUSTAINING CELEBRITY BRANDS

top: Beanstalk brokered a deal for the David Tutera Bridal Jewelry Collection, manufactured by Combine International and available exclusively at Sears. below: Dr. Lisa line of fitness equipment from Lifeline USA

When consumers see celebrities going through a stage in life, such as having a baby, that the consumer is also going through, it can strike a chord with consumers. “It’s all about creating a brand if you want to continue to live on beyond your active career,” says CMG’s Roesler. Many celebrity moms are moving into the maternity and baby/infant space at retail, such as Jessica Simpson whose recent birth of her daughter has allowed her to segue into infant and maternity.

Other celebrity moms who have extended their brands into the space include Gwen Stefani with the Harajuko Mini clothing line at Target, Nicole Richie with an exclusive maternity collection for Pea in the Pod, and Heidi Klum, who has two maternity lines—Lavish by Heidi Klum and Loved by Heidi Klum—for Pea in the Pod and Motherhood Maternity as well as a new baby wear and accessories collection for Babies “R” Us called Truly Scrumptious by Heidi Klum.

“The fashion space for the celebrity side of licensing is pretty saturated right now,” says

While deceased celebrities have the advantage of a public image that’s been frozen in time, living celebrities pose more risk when it comes to licensing. Whether reality-based stars or not, all living celebrities have the potential to tarnish their reputations. That’s why it is important for licensors to consider the strength of both that celebrity and his/her brand message. “Consumers have an impression of Steve McQueen or Andy Warhol that has a known quantity and therefore a quick read,” says GreenLight’s Owens.

“It evokes a certain emotional connection when consumers see it right away. With so many of them now watching reality shows, I don’t know if it’s trust as much as it is familiarity. Trust is something that really helps embody the brand DNA while familiarity only gets someone stopping at the end of the aisle or online.”

Once licensors have established that the celebrity has a trustworthy and organic brand message to move forward, they must ensure that he/she is a reliable partner. “You have to look at the public perception of that person,” says IA’s Dumais. “Is this someone that the public figures for the negative press that could be out there or is this someone that has to have that credibility? If it’s the latter, you have to make sure this is something they understand and really want to do.”

In the end, new technologies and familiarity can only take a celebrity licensing program so far. Not all celebrities are created equal and not all have the unique qualities needed to sustain a robust program for the long term. Ultimately it comes down to finding a celebrity that has what it takes and is willing to put in the effort and the right partners to bring consumers the types of product that will bring them closer to the stars.

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CELEBRITY LICENSING

BY JENNIFER LYNCH

Whether deceased or living, based on a character or a real person, celebrities must have a defining quality in order to create a compelling and lasting licensing program. Below are samples of some of the latest celebrity licensing deals.

GREENLIGHT

GreenLight was selected to represent Ansel Adams’ personality rights and fine art copyrights for commercial usage, including advertising and merchandising. For more than a decade, GreenLight’s parent company, Corbis, has been an image licensing partner of The Ansel Adams Publishing Rights Trust. The new, exclusive arrangement is the first time the trust has worked with a third party to represent Ansel’s body of work worldwide for commercial licensing.

BEANSTALK

Beanstalk signed on as the licensing agency of record for NeNe Leakes, star of Bravo’s Real Housewives of Atlanta. Beanstalk will work to leverage Leakes’ position in pop culture through fashion-forward, affordable apparel and accessories. Beanstalk will collaborate with Leakes’ management agency The Collective and legal representation at Fox Rothschild LLP on the program.

AUTHENTIC BRANDS INNOVATIVE ARTISTS GROUP

The first-ever Marilyn Monroe Café is set to open its doors in Oakland, Calif., this month. Located next to Millionaires’ Row along the affluent suburban lakefront, the café is designed to be a place Monroe would be comfortable in, featuring a relaxed but elevated design experience with lush menu options. The deal was brokered by Authentic Brands Group, the exclusive licensor for The Estate of Marilyn Monroe.

Innovative Artists inked a deal for Dr. Lisa Masterson, co-star of the CBS daytime talk show The Doctors, with Therafit for a women’s footwear line.

The sneaker is balanced for the hip-toshoulder ratio of a woman and features a customizable heel cushion.

CMG WORLDWIDE

CMG Worldwide will bring Bettie Page Clothing, a chain of vintage retail shops based on the 1950s pinup model, public this year with an additional 150 stores expected to open within the next 18 months. The latest addition to the chain is set to open in Philadelphia next month.

C3 ENTERTAINMENT

C3 Entertainment, Inc., signed on for licensing and merchandising the classic Grizzly Adams brand franchise. C3 previously announced its representation for licensing and merchandising the Grizzly Adams movie and TV star Dan Haggerty.

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See what’s on the agenda for October

October • • • •

Fall Toy Preview Coverage Brand Licensing Europe Coverage Infant & Preschool Licensing Motor Vehicle Licensing * Distribution: Fall Toy Preview

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7/31/2012 2:48:24 PM

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Music Licensing Turns Up The Volume

BY JENNIFER LYNCH

he landscape of the music industry a built-in character for branding through the eleccontinues to be transformed by the tronic house DJ’s signature mouse head that he way consumers listen to music. wears while performing. It not only distinguishes Among the most recent changes is the addihim from other acts but also gives him something tion of cloud streaming music services such to leverage through licensing. “There is a successas Pandora and Spotify. The impact this has ful program for almost every genre of music,” says made on the livelihood of musicians and Sara Nemerov, senior vice-president of Warner bands themselves is twofold. On the one Music Group. “Our focus is figuring out where the hand, it has made music more accessible interests of the artist and the fans overlap.” worldwide, but it has also led many in the Finding ways to integrate the fan into the expeLive Nation continues to grow KISS’ licensing program with deals like KISS Monster Mini Golf in Las Vegas. industry to shift their strategy and put more rience has become more relevant to creating emphasis on licensing and merchandising. licensed merchandise. “A fan, in the best sense of “In the past, licensing and merchandising would have taken a backseat the word, is someone who wants to be so involved in the process that it feels behind the label being the predominant income, followed by the publish- as personal as possible,” says Bravado’s Sebacious. As social media contining company and possibly the booking agent and promoter,” says Felix ues to close the gap between the fan and the talent, it’s created a better Sebacious, senior vice-president of licensing at Bravado. “But now, it’s avenue to get licensed product out there. Bravado worked with country duo jumped to first or second place, where it’s become extremely significant.” Sugarland to make their In Your Hands 2012 tour a completely personalized This is especially true for new and younger bands and artists, whose music and interactive experience for the fan. Fans could purchase a branded white is driven largely by their social media presence. When it comes to tween acts board and marker at the concert so they could display their favorite songs to such as One Direction, Justin Bieber, or Cody Simpson, it opens up a lot more the duo. This way, the fan interaction was created through the merchandise. categories on a bigger scale. “These bands traditionally have a wider reach of Similarly musicians and their licensors have relied on Twitter, Facebook, fans who consume product,” says Tracy Stone, president, Global and the like to gain feedback on new product ideas. “[Fans] really feel a Merchandising Services (GSS). “So it’s easier for licensees to wrap their sense of ownership over the band and everything that’s branded by that heads around and plug them into categories. Whereas it really takes time and band,” says GSS’s Stone. “So if we do something that they don’t like we development on the classic rock and metal side.” Adding One Direction to absolutely hear about it.” In the same vein, if licensors receive enough posGlobal Merchandising Services’ roster, which is predominately made up of itive feedback about a product or receive a great idea for a product, they’re rock and metal artists such as Alice Cooper, Iron Maiden, and The Clash, more likely to make it into a reality. GSS created an Alice Cooper-branded changed its scope of licensing. Because the One Direction fan resides in the makeup kit because of fan feedback, and, likewise, Bravado bumped up the tween space it has allowed the company to move into categories such as toys. launch date of a line of Lady Gaga-branded “meat” Band-Aids after the (Hasbro signed on as its master toy licensee.) singer tweeted about the product to her fans.

“Licensing is an integral part of who and what a band is today,” says For advertisers looking to promote a product, the right song or musician Michael Krassner, executive vice-president, Live Nation Merchandise. “Just can stick with a consumer and lead them to purchase their product. And with as music is a way of expressing who they are, so is merchandising and the changing landscape of how consumers discover music, a deal with the licensing. And with the decline in money from record sales, it’s become a right partner now provides artists with the platform to launch their careers. much more important part of a band’s revenue stream, along with live per- But at the end of the day it all comes back to the music. “We as merchanformances.” By taking on a persona, artists can also capitalize on this by disers are following the trend,” says Bravado’s Sebacious. “And the trend reinventing themselves. We’ve seen it with Lady Gaga and of course KISS. starts with successful artists. Without great music, no one would care about Deadmau5, an act from Live Nation’s sister company SEA, essentially has their merchandise. And that’s really what should remain at the forefront.”

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LIVE NATION MERCHANDISE

Twentieth Century Fox Consumer Products and KISS announced an upcoming cobranded Family Guy/KISS product line that is expected to be on shelves this fall. The Family Guy/KISS line is a collaboration that taps into the band’s references within the show. So far, KISS has appeared three times on the series. To support the program, Fox Consumer Products and Live Nation Merchandise, KISS’s licensing agent, will be looking for partners in the following categories: vinyl figures, bobble heads, apparel, plush, novelty, barware, social expressions, and fine art.

WARNER MUSIC GROUP

Rhino Entertainment, a division of Warner Music Group, is collaborating with Burton to produce the Grateful Dead Easy Livin’ snowboard collection. The snowboards will feature iconic imagery from the band. The line is expected to launch this fall in time for holiday.

BRAVADO

Bravado signed a deal with Brush Buddies for the distribution and sales of the Justin Bieber oral care line worldwide.

The full line of products includes two singing toothbrushes, sonic toothbrush, manual toothbrushes, a microphone-shaped flosser, dental floss, and a travel kit. The singing toothbrushes feature some of Justin Bieber’s chart-topping hit singles.

Plans are also underway to bring Lady Gaga and LMFAO singing toothbrushes to market.

GREENLIGHT MUSIC

ELVIS PRESLEY ENTERPRISES

Elvis Presley Enterprises teamed with Fender Acoustics to create an Elvis Kingman acoustic guitar that transports fans of the late singer back to 1967.

Features include Presley’s signature on the front of the Fender mid-’60s Wildwood-style headstock, solid spruce top with scalloped X bracing for full and resonant tone, laminated Wildwood-style back and sides, Ivoroid neck and body binding, dual checkerboard rosette, maple neck, 20-fret rosewood fingerboard with block position inlays and bone nut, Fender Viking rosewood bridge with creamcolored pins and compensated bone saddle, chrome hardware, and gloss neck and body finish.

KIDZ BOP

Sakar International signed a licensing agreement to develop, market, and manufacture a new line of audio/video youth electronics with Kidz Bop. Merchandise will include karaoke machines, headphones, earbuds, speakers, and docking stations. Additional product will include DVRs and digital cameras tied to the Kidz Bop music series. Initial product is expected to hit shelves in the U.S. and Canada during Q4 of 2012. Additional product will roll out in 2013.

GLOBAL MERCHANDISING SERVICES

Global Merchandising Services entered into an agreement with Jazwares to produce the first line of consumer electronics featuring One Direction. The line is set to include headphones, speakers, microphones, ear buds, walkie talkies, alarm clocks, boom boxes, a karaoke machine, and more. The line will be available at major retailers in the U.S. beginning this fall as well as select retailers in Latin America, Ireland, Canada, and the UK.

GreenLight Music, the music industry’s first online sync licensing solution for popular music, and EMI Music Publishing have entered into an exclusive partnership with the New York University Tisch School of the Arts’ Maurice Kanbar Institute of Film and Television to give student filmmakers in the school’s film program preferred access and affordable, pre-approved pricing to secure usage rights to thousands of iconic songs from the EMI catalog for use in their film projects.

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I

THE SYMBIOSIS OF LICENSING AND FASHION BY

CHRIS ADAMS

n today’s licensed apparel and accessory marketplace, true fashion is very much at the forefront. What used to be a business of making obviously licensed offerings for enthusiasts of a property to promote a tent-pole release, has grown increasingly more refined and on-trend. The fashion and licensing worlds have a symbiotic relationship that sometimes blurs the line between the two areas, especially in the eyes of consumers.

For instance, Paul Frank and Pink Cookie are two brands that have fashion in their DNA. Sure, they are licensed brands, but that almost seems to take a back seat to the fashion-mindedness that is at their forefront. Like these two established brands, these days the fashion world is full of brands that are growing their business not as manufacturers, but as licensors.

As a result, this past Licensing Show put a spotlight on fashion. The “Fashion District” featured more than 6,000 square feet of floor space dedicated to fashion brands.

“It was nice to see a focus on fashion at this year’s Licensing Show,” says Carole Postal, president of CopCorp Licensing. “Fashion is obviously important to the licensing industry and licensing is, likewise, important to the apparel and accessories market.”

The two industries stand to benefit by strengthening the ties between the two. Fashion licensing has always been the anchor of a licensing program. Licensed fashions and the sales potential that they hold are a sure way to garner the attention of retailers and consumers alike.

“We all look to fashion and apparel as a way to quickly expose and create IP and get it into our everyday lives,” says Russell Binder, president of Striker Entertainment. “When you marry the right IP with the right designer who can create fashion with personality added to it, then you have a good marriage.”

Because of its day-in, day-out connection to consumers, apparel is a good way to work a brand into daily life. “People like to talk about what they wear,” says Binder. “If someone is wearing something that isn’t obviously licensed but is, it creates a great conversation starter and gets people talking about the IP.” Binder says a good example of this being executed well is the deal that Sony did with H&M for The Girl with the Dragon Tattoo. Sony enlisted the film’s well-known costume designer to develop a range of distinct, on-trend fashions that were in line with the property’s aesthet-

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Jerry Leigh gives Disney’s Mickey Mouse a hip makeover.

ic. The line didn’t feel licensed.

Of course, that’s not to say that there isn’t a place for traditional, fan-based licensed T-shirts. But that’s not where the biggest successes are happening at retail.

THE LATEST FASHIONS

Sure, the licensed fashion industry may not be as far at the forefront as haute couture fashions from the hippest of designers (Although, really, how much of that haute couture stuff makes it into the closets of your normal, everyday stylish consumer?), but the turnaround from Fashion Week to licensed fashions is surprisingly fast.

For instance, one of the biggest fashion trends right now is Navajo prints. This fall the trend will be on display on Paul Frank offerings. You should expect to see the prints elsewhere on licensed apparel as well.

“Staying on cue with the current fashion landscape and knowing what the consumer wants is always a key initiative for Jerry Leigh,” says Melissa Moskowitz, director of licensing at Jerry Leigh.

“Adopting current trends spices up our offerings and gives something extra that the consumer will want.”

Moskowitz says that some of the biggest trends working their way into

licensed fashions are high-low and shark-bite hems for tops and skirts; mixing textures; and crop tees.

Of course, while marrying hip fashions with the right property can go a long way to help a product line stand out, it takes much more than that to get retail placement. Retailers are very conservative in this very competitive marketplace. Without the power of a well-executed marketing plan behind a line, it is dead in the water.

“It is all about marketing these days,” says Nina Leong, senior vicepresident of licensing at Saban Brands. “You can’t think that just having great product is going to work on its own. Retailers are much more open to new brands if you are willing to participate with them and grow the brand in their store.”

Retailers generally have a handle on what works in their store and what is necessary to give a product or line its best chance of success.

They know that marketing is essential for a property to rise above the clutter. That is the best way to engage potential consumers.

“Marketing is key for new licensed apparel,” says Jerry Leigh’s Moskowitz. “There needs to be a story behind the property and making consumers aware through a major marketing push consistently translates to retail success.”

IT’S MAGIC

The latest fashions, both licensed and not, will be on display at MAGIC Marketplace, which is being held in various Las Vegas venues from August 20–23. There is no doubt about the strengths and advantages of a trade show like MAGIC, but, as is the case with trade shows in general, there is some debate on whether its costs can be justified.

“Some of the major retailers don’t go to MAGIC because they do their business in their offices rather than at trade shows,” says Striker’s Binder. “It is an expensive show to exhibit at compared to the costs of flying to see retail partners directly.”

That being said, no one will argue that there are advantages to be had by attending trade shows. The main debate on attending them or not is focused on cost-benefit analysis. What it really comes down to is, what’s networking with the industry’s best and brightest worth?

“MAGIC brings together many highly creative companies and designers, so you have a ‘water cooler’ space where a wide variety of manufac-

Saban paired with Pan-Am to create a retro-inspired line based on the heritage of airline brands.

turers and licensors can showcase their latest projects and exchange ideas,” says Patti Buckner, vice-president, apparel & accessories, domestic licensing, at Warner Bros. Consumer Products. “It is the largest apparel show and the type of event that moves the whole industry forward.”

Like a shark, the fashion industry, with its seasonal turnover, needs to keep moving forward to survive. Fashion consumers are always looking to keep their closets new and fresh. As the economy shows signs of improvement, the offerings can only get more exciting and diverse.

“Consumers are always looking for something fun and fashionable and they want to associate with these looks,” says Saban’s Leong. “When the economy went south, stores were filled with basic items at great prices.

But that got a little boring. Now that things are starting to get a bit better, they are looking to mix things up more.”

With the lines blurred between licensed and non-licensed fashions, and with licensors and licensees focused on keeping on top of the latest trends, mixing it up can offer the licensed fashion industry even more opportunities for success.

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MAGIC BY

CHRIS ADAMS

While obviously licensed, enthusiast-geared apparel will always have its place in the market, more licensors and licensees are collaborating to create trend-right fashions that license subtle aspects of a brand.

At MAGIC Marketplace, which runs from August 20–23 in Las Vegas, expect to see the latest offerings— some of which are shown here.

SABAN BRANDS

Saban announced two new deals for the Paul Frank brand. It signed a deal with Pan Am to create a limitededition series of vintage-inspired travel bags featuring the Paul Frank characters. With more than 80 years of heritage, Pan Am lives on today as a lifestyle brand and accessories manufacturer, as well as licensor for Pan Am products.

Also new is a Paul Frank collegiate apparel collection with Jones & Mitchell, to be sold in college bookstores. The deal will merge Paul Frank’s Julius with mascots and insignias from universities and colleges across the U.S. The deal includes products ranging from Tshirts to fleece.

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COPCORP LICENSING

In addition to recently being appointed to manage the Fifty Shades of Grey licensing program, which has apparel potential, CopCorp also brokered deals for Zoodorable tops and hoodies to hit shelves in Macy’s, Dillard’s, and Kohl’s.

In addition, Minto Love by Zoodorable fashion apparel will also be hitting Walmart shelves.

WARNER BROS.

Warner Bros. Consumer Products has incorporated technology into its Apptivity line of shirts. The shirts allow consumers to interact with their apparel through their own electronic devices by opening the app and facing the device’s camera at the shirt. The image triggers an animation or plays a video on the device.

The licensor is seeing success with The Dark Knight Rises movierelated products, including apparel

by Kinetix and shoes by Converse.

ART IMPRESSIONS

Art Impressions has granted Jem Sportswear and Awake, Inc., a master apparel license in the U.S. for SO SO Happy and Skelanimals. The deal encompasses key categories in adult, junior, young men’s, girls’, and boys’ apparel.

BIG TENT

Big Tent Entertainment continues to expand its licensing program for Domo. At MAGIC, several licensees will be showcasing new Domo product that will roll out this fall, including BioWorld Merchandising (loungewear); Buckle Down (belts); Concept One (backpacks, caps); Fifth Sun (Tshirts); and Good Work(s) Makes A Difference (necklaces, bracelets).

DISNEY

Disney apparel licensee Jerry Leigh offers a range of Mickey Mouse-inspired shirts. The licensee filters the classic characters through current trends to offer hip, fresh looks.

BEANSTALK

Beanstalk brokered a licensing deal between wedding and event planner David Tutera and Antebi Footwear Group to launch a signature footwear line. The David Tutera Footwear collection is expected to hit stores in January 2013 and will premiere at MAGIC this month. The line will feature a range of styles suited for special wedding occasions.

CBS CONSUMER PRODUCTS

Her Universe announced its new licensing agreement with CBS Consumer Products to create a collection of apparel and accessories for the growing female Star Trek fan base. The Star Trek by Her Universe line will feature fashion tops and hooded sweatshirts rolled out over the course of the year highlighting images, characters, and phrases from the Star Trek franchise. Ashley Eckstein, founder of Her Universe, is known to sci-fi fans as the voice of Ahsoka Tano on the animated series Star Wars: The Clone Wars. She started the company because she could not find sci-fi apparel for herself.

STRIKER ENTERTAINMENT

With the popularity of all things zombie, Striker is geared up for the season three launch with a range of T-shirts from Changes. In development are apparel programs for Twilight: Breaking Dawn Part II; I, Frankenstein; Warm Bodies; and Stephenie Meyer’s The Host.

FOX CONSUMER PRODUCTS

Twentieth Century Fox Consumer Products is taking its partnership with designer Jeremy Scott and adopting a new, high-end philosophy to some of its most popular properties. The new approach will usher in partnerships with Dolce & Gabbana, Benetton, H&M, Forever 21, and C&A, bringing franchises like The Simpsons, Ice Age and Rio to retail with a fresh fashion-forward approach.

AUTHENTIC BRANDS GROUP

Ultimate Accessory Group is the licensee for TapouT brand accessories and is responsible for all design, development, production, distribution, and marketing of TapouTbranded headwear, knit headwear, bags, belts, buckles, wallets, juniors, and youth categories. It is also licensee for Affliction, Xtreme Couture, Throwdown, American Fighter, and Hitman Fight Gear.

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27

Raising Awareness and Funds Through Licensing

BY LAURIE LEAHEY

T

K-SWISS joined with Stand Up To Cancer (SU2C) on a co-branded footwear and apparel collection, which includes running and lifestyle shoes as well as performance and triathlon apparel. K-SWISS will contribute $5 from the sale of each specially designed SU2C product to Stand Up To Cancer through December 31, 2013.

here was a time when non-profits didn’t get involved in licensing or if they did, the licensing program was very niche. But over the past 20 years, non-profits have changed the way they create licensing programs and are increasingly turning to licensing. “What’s changed is that more non-profits are aware of licensing as a means of fundraising,” says Michelle Alfandari, president and CEO, MODA Licensing, which represents America’s VetDogs. “A successful licensing program . . . can generate ongoing revenue so that the non-profit can focus more on its mission than on raising funds.”

While consumers still donate money directly to non-profits, licensed product can raise awareness of the non-profit’s mission and bring in extra revenue. According to data from The 2010 Cone Nonprofit Marketing Trend Tracker, the most current survey on the subject, 78 percent of Americans say a non-profit/corporate partnership makes a cause stand out.

As a result of the partnership, 59 percent of Americans are more likely to buy a product associated with the partnership. And 50 percent were more likely to donate to the non-profit.

“The advantage with a non-profit is that, in an ‘all things being equal scenario’, the consumer will more likely purchase something that is connected to a cause than [something that is] not,” Alfandari says. A consumer

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might go to the store to purchase a dog toy, and, upon seeing America’s VetDogs toys from licensee Ethical Products, choose to purchase the branded toy because it doesn’t cost any more than a non-branded toy, and the purchase gives back to veterans and active military personnel who are disabled. “You’re going to buy this for your dog anyway, so you might as well buy it and know that you can do something good,” Alfandari says.

Generating revenue is a great perk of a licensing program, but in order for that revenue stream to make an impact, non-profits need to create a broad program that reaches more than just a niche community. When The Metis Group began representing Woodsy Owl and Smokey Bear several years ago, the licensing program for each character was tailored toward collectors and people who already knew about Smokey and Woodsy.

“What we have done with both Woodsy and Smokey is try to bring in all types of products and all types of licensees to get the awareness of their message out there,” says Libby Kavoulakis, chief executive at The Metis Group. “We have a great roster of nationally recognized licensees as well as artisans, so we’ve been able to cover the spectrum much like any commercial licensing program. And we have a lot of the same licensees as many of the large commercial licensing properties.” She points out that Smokey Bear and Woodsy Owl products are not relegated to gift shops.

Licensed product, such as the new Smokey Bear Bobble Head from Royal Bobbles, is available in mass retailers and online. “Our products are out there, and they’re trendy, current, and available,” Kavoulakis says.

Save the ta-tas founder Julia Fikse knows that there are many different consumers who want to purchase Save the ta-tas items: those undergoing chemotherapy, family members who shop at hospital gift shops, survivors, and people who may not be directly touched by breast cancer but want to help. The organization is looking to expand its licensing program to reach each and every consumer. “The more product we can get out into the marketplace, the more purchases we can create, and the greater [the] donations we can generate,” Fikse says.

The Challenge for Non-Profits

With all the talk of how a licensing program can benefit a non-profit, there are still some challenges. Some non-profits choose not to start licensing programs because it takes awhile to grow the program and, oftentimes, the organization doesn’t have the means or staff experience. “It’s kind of a challenge to get someone with any level of licensing experience to go to a

right: Adidas produces pink breast cancer awareness apparel for MLS W.O.R.K.S. and its Soccer Kicks Cancer initiative. below: As part of a coupon campaign, My Dirty Jobs will donate $1 to mikeroweWORKS for each Dirty Jobs coupon that is redeemed.

non-profit and run a licensing program,” says licensees that are not only David Harkins, associate director of retail busi- capable of making highness development and licensing, Boy Scouts of quality product but who America. “Compared with for-profit counter- understand the brand mesparts, there’s not as much money in it for them. sage and want to support it.

Plus, it’s going to be a lot of work in the begin- Mary Sullivan, president of ning because there’s often no staff due to budg- mikeroweWORKS, a founet limitations.” However, Harkins adds, “For dation that supports trade those who do take it on, it’s not as much about workers started by Dirty the money or the work. It’s about their passion Jobs star Mike Rowe, says for the organization’s mission.” that the foundation and Once a non-profit does enter the world of Rowe himself don’t do anything lightly. “It isn’t licensing, it has to be careful with the product just about attaching [Rowe’s] name to something that gets licensed. Whereas a celebrity or char- and throwing it out into the marketplace,” Sullivan acter licensing program has more flexibility with says. “Usually the people that we’re involved with, the types of deals it can sign without negatively whether it’s licensing or endorsement or anything, impacting the brand, non-profits must make sure [Rowe] really thinks of them as a partner.” Sullivan the licensed product reflects the brand message. says that the small size of mikeroweWORKS caus“Non-profits have a real challenge with licens- es the foundation to be very careful with the parting because they’ve got to find product opportu- nerships it does. Current licensees include My nities that fit, and then they’ve got to manage the Dirty Jobs for cleaning products and Cat Footwear brand message and value so that it’s not deval- for boots and shoes. ued with the licensed product,” Harkins says.

For Stand Up to Cancer (SU2C), which has “There’s a fine line sometimes signed licensing deals with between what’s acceptable and RVC, K-Swiss, Bed|Stü, what’s not, and the risk of crossWestrick, LND, Dogeared, ing this line makes it very chaland Whitney Stern, the lenging for non-profits to grow approach is not to sit back and their licensing programs. I think let a licensing agency find this is why many non-profits stay deals. Instead, the organizaaway from developing or growtion sits with potential ing a licensing program.” licensees to “know that they’re Part of this challenge can be doing it for the right reasons as rectified if the non-profits find the well,” says Rusty Robertson, right licensee with which to partco-founder of SU2C and partner. Every non-profit and agency ner at Robertson Schwartz America’s VetDogs-licensed treats interviewed for this article spoke Agency, which works with from Bil-Jac are in stores now. on the importance of choosing The Grove Group for

SU2C’s licensing program. “What we don’t want to do is just slap our name and our logo on anything and everything. There are people we have turned down, but we’ve got to make certain that it is right, that it feels right, and we don’t just get plastered out there.”

What consumers see on a licensed product shapes their perception of the non-profit. “We license only products that are consistent with the great reputation the United Way is known for,” says John Merrick, president, Lemur Licensing.

“From a brand fit perspective, United Waylicensed products will advance the common good by generating revenue that can be invested in United Way initiatives, increasing brand awareness and exposure, and extending efforts against priority impact areas of education, income, and health.”

When the licensed product is done well and reflects the non-profit’s message, it catches the eye of the consumer and helps the consumer see the non-profit in a positive light. Whether the consumer purchases the licensed product or is simply driven to donate, a licensing program puts a non-profit’s message out there and generates much-needed revenue so that the non-profits can focus on and continue their missions.

ROYALTIE$ AUGUST 2012

29

CaUSe-reLated LiCenSing

BY LAURIE LEAHEY

When non-profits enter the world of licensing, they do so in order to raise more revenue to fund the organization’s cause. Consumers see the licensed product and feel good about purchasing it, knowing that the purchase is helping a cause they support. The following pages show new licensed products that benefit non-profits.

BUiLd-a-Bear workShop

Build-A-Bear Workshop will donate $1 from the sale of each WWF Amur Leopard (shown) to the World Wildlife Fund.

Other charitable stuffed animals include German Shepherd, part of the Bearemy’s Kennel Pals lineup, which benefits domestic pets; Champ—A Champion Fur Kids that supports children’s health and wellness; and Paperback Pup, which helps fund literacy programs. When one of these animals is purchased, a $1 donation is made to designated causes through the Build-A-Bear Workshop Bear Hugs Foundation.

LittLe kidS roCk

Online retailer SlickSugar.com and nonprofit Little Kids Rock teamed up for a special-edition children’s Tee. Available online at Target.com and SlickSugar.com, the Tee for boys and girls features a guitar and a bird singing around Little Kids Rock’s slogan: “Keep the Music Alive.” The top is available in seven sizes: 6 months, 12 months, 18 months, and 2, 3, 4, and 5/6. A percentage of proceeds from every Keep the Music Alive Tee supports the Little Kids Rock organization, whose goal is to restore and revitalize music education in disadvantaged public schools.

Stand Up to CanCer

Stand Up 2 Cancer partnered with Bed|Stü for a collection of footwear and accessories for both men and women. Available now in select stores and through the Bed|Stü website (bedstu.com), the collection features the “Up 2” branding and organization mantra on the insole. The products are made of naturally handpicked and tanned leathers. Bed|Stü will donate $5 for each pair of shoes and $3 for each belt sold in this special collection to Stand Up 2 Cancer through December 31, 2013, with a minimum guaranteed donation of $10,000.

mikeroweworkS

The Dirty Jobs line of cleaning products was inspired by Mike Rowe and his TV series Dirty Jobs. My Dirty Jobs, LLC, creators of the Dirty Jobs product line, partnered with mikeroweWORKS, which helps reinvigorate trade school enrollments and close the skills gap across America, to raise money for the foundation. Consumers can go to www.trydirtyjobs.com, download a $3 coupon, and use the coupon to purchase a Dirty Jobs product. For each $3 coupon redeemed during the campaign, My Dirty Jobs will donate $1 directly to mikeroweWORKS.

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The MeTiS gROup

New licensees for Smokey Bear include Royal Bobbles for a Smokey Bear Bobblehead. The Metis Group is preparing to celebrate Smokey’s 70th birthday in 2014 with new licensed product featuring a commemorative graphic.

Save The Ta-TaS

Current licensees for Save the ta-tas include MP Direct, Sock Guy, Shindigz, Student Media Group, iFanatic, and Icing (by Claire’s). T-shirts from Ripple Junction will be available soon. Save the ta-tas seeks licensees for loungewear and pajamas, beach towels, bags, college store items, and pet products.

MLS W.O.R.K.S.

MLS W.O.R.K.S. supports breast cancer awareness through its Soccer Kicks Cancer initiative and licensed merchandise sales. As the core outfitter and apparel and ball supplier for Major League Soccer, Adidas is the primary licensee. The company produces pink balls, hats, wristbands, scarves, and more. MLS W.O.R.K.S. continues to grow the program with new licensees including Windcraft for pink Soccer Kicks Cancer novelty items.

MODa LicenSing

America’s VetDogs—the Veteran’s K-9 Corps secured two new licensees for dog products. Ethical Products, Inc., will develop toys made of durable rubber, rugged nylon, stuffed plush, canvas, and rope. The licensed products will be available early next year. Pet King, Inc.’s license agreement with America’s VetDogs includes rawhide, jerky, and biscuits made in the USA. Product is expected to be available later this year. Both licenses were initiated and finalized

by MODA Licensing, Inc. Other targeted products include crates and kennels, dog food, dog beds, flea and tick, leashes and leads, collars, training, publishing, plush toys for kids, apparel, and more.

LeMuR LicenSing

DecalGirl vinyl skins

Licensees for United Way, represented by Lemur Licensing, include Leap Year Avalon for calendars; R&D Enterprises for melamineware (plates, cups, bowls, kids’ sets, pet bowls), personal accessories (wallets, key chains, cellphone holders, lanyards), and coolers; and Ryan Peters, LLC, dba DecalGirl for small and electronic vinyl device skins that are die-cut and available at decalgirl.com.

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AMERICAN GREETINGS PROPERTIES

VICTORIA RAMIREZ, ENTERTAINMENT MANAGER OF PROGRAM SALES

American Greetings Properties (AGP) appointed Victoria Ramirez as entertainment manager of program sales. Ramirez will gather and track deliverables and manage the delivery of broadcast masters and related legal and creative paperwork that are sent to entertainment clients under broadcast and home entertainment agreements. She will also manage AGP’s entertainment library. Prior to joining AGP, Ramirez was home entertainment sales executive with Zodiak Rights.

WARNER MUSIC GROUP

WRIGHT & CURRAN, APPOINTMENT & PROMOTION

Warner Music Group (WMG) appointed Jasen Wright as director of licensing, consumer products, and brand licensing department. He will focus on helping expand the company’s activities in non-traditional areas of business and guiding the marketing of new products created in cooperation with WMG’s roster of up-and-coming talent as well as established superstars. He will also be responsible for growing relationships with domestic and international licensees and identifying new merchandising and retail opportunities with existing partners.

Prior to joining WMG, Wright served as director of licensing at Beanstalk.

WMG’s consumer products and brand licensing department also promoted Kaitlyn Curran to licensing manager. Curran joined the team in 2009.

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above: Jasen Wright below: Kaitlyn Curran

LIMA

NEW BOARD MEMBERS

The International Licensing Industry Merchandisers’ Association (LIMA) elected Maura Regan, senior vice-president and general manager, global consumer products at Sesame Workshop, as chairperson of the board. She had previously served as vice-chairperson. Rick Maura Regan Van Brimmer, director, trademark and licensing services, The Ohio State University, was elected as LIMA’s vice-chairman. He formerly was a member of LIMA’s board.

Five new members were elected to three-year terms on the LIMA board: Ciaran Coyle, managing director, international, Beanstalk; Dell Furano, CEO, Live Nation Merchandise; Elias Hofman, president, Exim Licensing; Sara Nemerov, senior vice-president, consumer products and brand licensing, Warner Music Group; and Peter Yoder, vice-president, consumer products, Cartoon Network Enterprises. In addition, board member Peter Boder, founder and CEO of United Labels AG, was named board designee for the executive committee.

WWE

CASEY COLLINS, EXECUTIVE VICE-PRESIDENT, CONSUMER PRODUCTS

WWE appointed Casey Collins as executive vice-president, consumer products. Collins will oversee WWE global licensing, home entertainment, and publishing. He will report directly to WWE chairman and CEO Vince McMahon. Prior to joining WWE, Collins was executive vice-president, global licensing & entertainment at MGA Entertainment.

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SEPTEMBER 28

TIME TO PLAY FALL SHOWCASE

TIMETOPLAYMAG.COM

THE ALTMAN BUILDING

NEW YORK CITY

1–4

G2E

globalgamingexpo.com

Sands Expo Center

Las Vegas

8–11

MIPCOM

mipworld.com

Palais Des Festivals

Cannes, France

OCTOBER 2–4 6–7

13–18 14–17 16–18

30–11/1

TIA Fall Toy Preview MIPJunior

High Point Market ABC Kids Expo

Brand Licensing Europe AAPEX

NOVEMBER

toyassociation.org

Dallas Market Center

ihfc.com

International Home Furnishings Center

mipworld.com

theabcshow.com

brandlicensing.eu aapexshow.com

Palais Des Festivals

Kentucky Exposition Center The Grand Hall Olympia The Sands Expo Center

Dallas

Cannes, France

High Point, NC Louisville

London, UK Las Vegas

11–13

PLMA

plma.com

Rosemont Convention Center

Chicago

27–28

Dubai Intl. Character & Licensing Fair

character.ae

Dubai International Convention & Exhibition Center

Dubai, AE

3–7

International Halloween Show

hiaonline.com

Halloween Tower

New York City

7–10

Hong Kong Toys & Games Fair

hktoyfair.com

Hong Kong Convention & Exhibition Centre

Hong Kong, China

The Toy Fair

toyfair.co.uk

Olympia Grand Hall

13–16 17–18

IAAPA

Chicago Toy & Game Fair

DECEMBER JANUARY 8–11

17–19 22–24

International CES

Sports Licensing and Tailgate Show

FEBRUARY 7–10

iaapa.org

chitag.com

cesweb.org

showproco.com

Orange County Convention Center Navy Pier

Orlando

Chicago

Las Vegas Convention Center

Las Vegas

Nuremburg Exhibition Center

Nuremburg, Germany

Las Vegas Convention Center

Las Vegas

London, UK

10–13

Spielwarenmesse International Toy Fair

American International Toy Fair

toyfair.de

toyassociation.org

Jacob Javits Convention Center

New York City

10–13

ToyFest West

toyfestwest.com

South Point Hotel

Las Vegas

MARCH

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ROYALTIE$ AUGUST 2012

BY

P OSTED

NANCY LOMBARDI

BELOW IS A SAMPLING OF WHAT

A MERICAN

CONSUMERS ARE INTERESTED IN THIS MONTH .

TOP-EARNING DEAD CELEBRITIES FROM OCTOBER 2010–OCTOBER 2011

TOP-SELLING BOOKS ON AMAZON.COM ON JULY 26, 2012

2. Elvis Presley

3. Fifty Shades Trilogy three-volume boxed set: Fifty Shades

Source: Forbes.com, October 2011 Annual Survey 1. Michael Jackson

$170 million

4. Charles Schulz

$25 million

3. Marilyn Monroe

5. John Lennon (tie)

6. Elizabeth Taylor (tie) 7. Albert Einstein

8. Theodor Geisel

9. Jimi Hendrix (tie)

10. Stieg Larsson (tie)

11. Steve McQueen (tie) 12. Richard Rogers (tie)

13. George Harrison (tie) 14. Bettie Page (tie)

15. Andy Warhol (tie)

$55 million $27 million $12 million $12 million $10 million $9 million $7 million $7 million $7 million $7 million $6 million $6 million

Source: Amazon.com

1. Fifty Shades of Grey by E.L. James 2. Fifty Shades Darker by E.L. James

of Grey, Fifty Shades Darker, and Fifty Shades Freed

by E.L. James

4. Fifty Shades Freed by E.L. James

5. Gone Girl: A Novel by Gillian Flynn

6. Wheat Belly: Lose the Wheat, Lose the Weight,

and Find Your Path Back to Health by William Davis

7. Where We Belong by Emily Giffin

8. To Heaven and Back: A Doctor’s Extraordinary Account of Her Death, Heaven, Angels, and Life Again: A True Story by Mary C. Neal, M.D.

$6 million

Bettie Page Clothing, a chain of vintage retail shops based on the 1950s pinup model, is expected to become a 150-store chain over the next 18 months. CMG Worldwide has the licensing rights to Bettie Page.

Caroline Mickler Limited has been appointed master licensing agent for the Fifty Shades of Grey trilogy. Mickler appointed CopCorp Licensing as the North American agent for the property. The diverse categories being discussed for licensing include lingerie/sleepwear, apparel, fragrances, beauty products, bedding, home furnishings, stationery, jewelry, and adult products. The key demographic for the brand is adult women, although male and female gift buyers are also seen as a strong market.

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