Royaltie$, June 2011 by aNb Media

june 2011 Vol. 6, No. 3

Features

28 new Games, new Licensing by Laurie Leahey

36 sports Licensing:

Building a Year-round Game by Jennifer Lynch

40 Dorothy of Oz: picking up

Where the Classic Left Off by Nancy Lombardi

42 are You Obsessed with angry Birds? by Nancy Lombardi

44 the spotlight shines on minnie by Nancy Lombardi

46 saban Brands powers up by Chris Adams

48 International scope of Licensing show Is Boon to Business by Chris Adams

50 Licensing show 2011 compiled by Laurie Leahey and Jennifer Lynch

Departments

8 Observations & Opinions 10 The Ticker 14 Real Deal 18 Essence of Style 22 Industry Outlook: Bankruptcy and Licensing 24 Mavericks in the Market: Holly Rawlinson 26 Industry Outlook: Calculating Success 92 You’re Hired! 94 Calendar of Events 95 Endcap

ON THIS PAGE (FROM THE TOP): Sony Pictures Consumer Products’ The Pirates in 3-D; Ludorum’s Chuggington; Marvel’s Avengers; Activision’s Transformers: Dark of the Moon; Chicago Bears Fit for You T-shirt by the NFL; Cartoon Network’s Adventure Time with Finn & Jake ON THE COVER: One Entertainment represents Manchester United Football Club for U.S. licensing. Mr. Potato Head versions of Star Trek characters are from Hasbro and CBS Consumer Products. Saban’s Power Ranger from Bandai; Warner Bros.’ Green Lantern Animated Series; Rovio’s Angry Birds represented by Striker Entertainment; Classic Media’s Voltron; Paramount’s The Adventures of Tintin; Fremantle’s The X Factor COVER BY DESIGN EDGE

www.aNbMedia.com

by Andy Krinner

PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM

ShowcaSing an Evolving induStry ere we are back in Las Vegas for

ing a good run in certain licensing product

another Licensing Show. Over

categories for the moment, but I’m not quite

the past couple of years, the

convinced that the popularity of the next

story that shared space with the hottest new

downloadable phenomenon will guarantee

properties was the move of Licensing

licensing success. With pop culture chang-

Show from New York to Las Vegas’ Man-

ing almost daily—thanks to Facebook,

dalay Bay Convention Center. Despite the

Twitter, and YouTube—the window for li-

initial protest from some industry veterans,

censing seems to be smaller than usual. The

the show has established roots and the ex-

licensing program could be finished before

hibitors and attendees have settled into the

it starts despite what appears to be a built-in

annual routine. So I began to ponder trends

audience. That seems like a very heavy risk

that have emerged—or are emerging—in

factor that should be carefully analyzed be-

the licensing industry and wondered what

fore jumping in with both feet. Mining other categories for time-hon-

the long-term effects could be. As I predicted two years ago, the busi-

ored brands is much less risky but requires

ness model has shifted in licensing and

stamina. On a positive note, retailers seem

agents and licensors have reluctantly

to be more welcoming of brands with a

adapted to the new climate with renewed

track record, but the rewards may be a

energy. The sky did not fall and the licens-

long time coming.

ing business did not disappear as some lipredicted.

continue to hear about over the next couple

Unfortunately though, with few excep-

of years is agency consolidation. This strat-

tions, I keep hearing that licensing execu-

egy requires capital, but it takes the guess-

tives are working harder than ever on deals

work out of increasing marketshare. Strong

that are smaller than ever. Retailers are also

agencies are embracing former competitors

still reluctant to take on new brands in a big

and welcoming their brands into the fold in

way, which presents another challenge.

order to expand their own roster. Stand-

censing

“psychics”

had

There seem to be a few strategies to

alone agencies have had a bumpy road as

combat the soft market. Many are increasing

of late and this strategy is a way to

their brand portfolio in order to have some-

strengthen their positions in the market.

thing for anyone. Others are trying to expand brands into alternative categories.

One other plan of action that we will

At any rate, it should be a very exciting Licensing Show. I wish all participants a

The problem with the first strategy is

wonderful, prosperous show and I look for-

timing. As an example, Angry Birds is hav-

ward to seeing friends old and new again!

ROYALTIE$ JUNE 2011

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Disney store to exPanD

Paramount Looks to Future with tintin

disney store announced that it plans to open its interactive concept stores in more than 40 locations this year. the company says that by the end of 2011, it will have 60 new concept stores in 16 major markets in north America and eight countries. new and remodeled disney store locations to open throughout the fall and winter of 2011 include: • disney store’s florida Mall location in orlando will be remodeled this fall with the new design, and pembroke lakes Mall in pembroke pines, fla., will open an all-new location. • locations in canada’s West edmonton Mall in edmonton, Alberta, and southcentre Mall in calgary will open this fall. • Kenwood towne center in cincinnati will receive the first newly designed disney store in the state of ohio. • texas will celebrate the opening of disney store locations at la plaza Mall in McAllen and Houston Galleria in Houston. • the first newly designed disney store in Missouri will open at the st. louis Galleria. • california will get two new locations this fall with stores opening in the Galleria at Roseville in Roseville and Westfield fashion square in sherman oaks, calif.

Paramount has an exciting slate of films coming up, most notably Mission: Impossible—Ghost Protocol, Footloose, Paranormal Activity 3, and The Invention of Hugo Cabret. For more information on this film slate, see page 70. But the big news for Paramount this year is the Steven Spielberg/Peter Jackson film The Adventures of Tintin. This three-film franchise presents a longrange opportunity for the studio, according to LeeAnne Stables, executive vice-president, worldwide marketing partnerships at Paramount Pictures. “It’s great for Paramount to have the full licensing rights to a feature film of this magnitude,” she says. Steven Spielberg will direct The Adventures of Tintin. Produced by Peter Jackson and based on the classic comic and characters created by Belgian artist Hergé, this film features groundbreaking motion-capture technology from Jackson’s company, Weta Digital. The Adventures of Tintin will be in theaters December 23. It will open weeks earlier in Europe, where the property already has a strong fan base. Stables says that the early European release will set the foundation for pre-promotion hype in the U.S. A trailer for the film will be released over the summer in the U.S., which will be the first step in a multi-million dollar marketing campaign. Paramount Licensing has exclusive merchandise rights and has already signed a roster of consumer products and publishing licensees for the film, including Ravensburger (puzzles and games), Rubie’s (costumes and related masks, wigs, and makeup), Ty, Inc. (plush), Weta/Harper Collins (artwork books), Random House Children’s Books (novelization, chapter book, early readers, and sticker books), Changes (T-shirts, sweatshirts, and fashion tops), Nikko (remote-controlled vehicles), and many more.

ROYALTIE$ JUNE 2011

—Nancy Lombardi

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Mega SignS

on for

fRee

Weekly news Blasts

Power rangerS

MegA Brands, Inc., announced that it has entered into a multi-year global licensing agreement (excluding Asia) with saban Brands to develop construction toys based on the all-new kids’ action series Power Rangers Samurai. the MegA Bloks product line, launching in spring 2012, will feature vehicles and playsets.

Bravado, MeSH Partner for MuSic, faSHion Branding venture Bravado, the global music merchandising company and a division of universal Music group (uMg), together with Music entertainment sports Holdings (MesH), a division of lf usA, announced the launch of a new venture to create multi-department contemporary lifestyle brands inspired by the powerful connection between music and fashion. the venture will develop, market, and distribute diversified collections based on the brands of today’s top musical artists. As part of the new venture, Bravado will partner with MesH on the design, marketing, and distribution of exclusive collections and better merchandise, which are expected to launch later this year at specialty and department stores throughout the world.

Brand SenSe SignS Biggie SMallS notorious B.I.g., llc, the estate of christopher george latore Wallace aka Biggie smalls, has selected Brand sense partners (bsp) to exclusively manage licensing and merchandising for the rap legend’s name and likeness. the announcement was made by trustees Voletta Wallace and faith evans, along with Ramez toubassy, president and ceo of bsp.

HexBug to Be licenSed

PdQ

Innovation first International, creator of Hexbug Micro Robotic creatures, announced that it has signed with pdQ, Building Q’s sister company. pdQ will both license the Hexbug brand as well as seek out appropriate and strategic licenses to apply to the toy line. Woody Browne, managing partner of pdQ, and scott shahmanesh, of Brandemonium, are working in tandem to develop a licensed program of core partners and products.

uglydoll goeS to tHe MovieS It was reported at the end of May by deadline.com that Illumination entertainment chief chris Meledandri has acquired rights to turn the uglydoll property into an animated feature film. universal pictures and Illumination will develop the film based on the global line of uglydoll characters. larry stuckey (who wrote Meet the Fockers) will write the script. Meledandri will produce and uglydoll creators (husband-and-wife team) david Horvath and sun-Min Kim will be executive producers through their existing company, pretty ugly llc. the feature film is expected to open the property for wider media opportunities.

ROYALTIE$ JUNE 2011

Cookie Jar entertainment and Child’s Play CommuniCations Cookie Jar Entertainment has selected Child’s Play Communications to promote a new line of toys by ID Toys based on the children’s television character Caillou. Child’s Play Communications will work to promote the new line, which launched this spring, by targeting moms through word-of-mouth communications and its Team Mom blogger review network.

hiP Brands and PsyCloPs Hip Brands, a third-party licensing banner of The Jim Henson Company, has acquired the global licensing rights to Psyclops, a multiplatform app for tweens, teens, and young adults. App users can create animations and music videos to sync to their iPods and iPhones through an interactive webbased music and dance community. Under the agreement, Hip Brands will create a line of Pysclopsbranded consumer products across key categories, including toys, apparel, gifts, home furnishings, stationery, publishing, social expression, food, electronics, and personal care.

Getty imaGes and demand media Getty Images has entered into a joint licensing agreement with online media company Demand Media. The agreement will grant Demand Media use of all images, video footage, and audio clips in its library for use on Demand Media-owned sites such as Livestrong.com, eHow, and TypeF. Getty Images will also become Demand Media’s exclusive distributor of stock video.

rovio and Wild PumPkin international liCensinG Rovio, the company behind the successful Angry Birds mobile app, has signed Wild Pumpkin International Licensing to represent the Angry Birds brand in Australia. This agreement grants Wild Pumpkin the brand’s licensing and merchandising rights.

Fremantlemedia, 19 entertainment, and C ameo stars Cameo Stars, a social entertainment platform that allows stars to make virtual cameo appearances, has signed an agreement with FremantleMedia and 19 Entertainment to allow American Idol season 10’s top 10 contestants to make virtual appearances on fans’ Facebook pages. Using the new American Idol-branded Facebook application fans can send virtual pokes from their favorite Idol and have Happy Birthday sung to them by Idol stars.

luCasarts and ePiC Games LucasArts and Epic Games announced a multi-year, studio-wide agreement to create multiple projects using Epic Games’ Unreal Engine 3. The Unreal Engine 3 technology will allow LucasArts to expand across multiple platforms including mobile, PC, and console.

ROYALTIE$ JUNE 2011

Zinkia EntErtainmEnt and CakE Zinkia Entertainment and Cake have signed a joint venture deal in which Zinkia Entertainment will take a 51 percent stake in the London-based entertainment company. Both companies will maintain their own teams and identities, but work together to strengthen Cake’s brand management and distribution opportunities.

dodgE and UnivErsal PiCtUrEs Dodge and Universal Pictures have teamed up in a multi-tiered partnership to support Universal’s film Fast Five and the 2011 Dodge Charger. Dodge supplied multiple cars for the film’s action-packed chase scenes. The film is now in theaters. The two also teamed for a line of Fast Five/Dodge-branded apparel, a NasCar event, and a Fast Five/Dodge advertisement that debuted during the april 2 Final Four.

img liCEnsing and mUhammad ali EntErPrisEs Muhammad ali Enterprises, which controls all licensing rights for the legendary former boxer, has chosen IMG Licensing, a division of IMG Worldwide, to handle its consumer product licensing. The multi-year contract will give IMG Licensing exclusive representation rights to the brand in Europe and asia. Licensing opportunities will be sought in the sports licensing category as well as other avenues for new business.

hit EntErtainmEnt and vmE HIT Entertainment has partnered with spanish network Vme to expand its preschool programs Thomas & Friends, Angelina Ballerina, Barney, and Bob the Builder into the Hispanic-american market. The show will be aired in spanish for the first time this month on Vme’s daily preschool program block Vme Niños and cable channel Vme Kids.

marvEl EntErtainmEnt signs mUltiPlE liCEnsEEs Marvel Entertainment has signed new partners for its new Marvel vs. Capcom gaming series. New partners include Mad Engine for T-shirts and sweatshirts; Diamond select Toys and Collectibles for two-pack sets of Minimates; and Hollywood Collectibles Group for statue sets with “universe” characters.

mlBPa and sCotts miraClE-gro ComPany The Major League Baseball Players association (MLBPa), on behalf of the New York Yankees, and scotts Miracle-Gro Company will release a line of Yankee stadium-branded lawn fertilizer and grass seed mix, providing consumers with the same lawn growing technology used at Yankee stadium. The agreement will also include a co-branded advertising campaign and online videos and brochures featuring Yankee stadium head groundskeeper Dan Cunningham.

ROYALTIE$ JUNE 2011

Video Game Fashion A branded clothing line for men based on Konami Digital Entertainment’s Metal Gear Solid: Peace Walker game is now available. This is the first complete clothing collection for the franchise, allowing fans to show their Metal Gear Solid love by dressing the part from head to toe. The clothing line was created in partnership with musterbrand LLC, a global design group focused on bringing digital creations to the real world. The collection, featuring Peace Walker images, includes coats, sweatshirts, pants, Tshirts, and hats, all inspired by clothing worn by characters in the game. It is available for purchase online in the U.S. and Canada at www.metalgearsolid-store.com. Additional items in the clothing line will be released quarterly and surrounding special events throughout the year.

Yak Pak Joins Accessory Network Group Yak Pak is the newest member of Accessory Network Group. Founded in 1989, Yak Pak brings fun, fresh prints to its backpacks, messenger bags, and other related products. Yak Pak merchandise is sold nationwide in teen specialty retailers, college bookstores, boutiques, sporting goods stores, and department stores. The brand recently opened a retail store in New York’s Soho and will have a new line of pet accessories coming soon.

The Cat in the Layette

Adventure Time Timepiece New York City-based fashion design lab Nooka partnered with Cartoon Network Enterprises (CNE) to create a limitededition timepiece based on Adventure Time. The Adventure Time with Finn and Jake Watch features graphics and colors inspired by Jake, human Finn’s loveable canine companion and best friend. The 12 dots represent the current hour, while the horizontal bar displays the minutes, with a small window displaying seconds underneath. The watch also features an alarm and chronograph mode. The watchband is polyurethane.

ROYALTIE$ JUNE 2011

Trend Lab LLC adds new layettes to its Dr. Seuss-licensed product line. New Dr. Seuss screen-printed infant bodysuits and toddler tees are now available. The bodysuits are made from soft cotton jersey and feature whimsical screen-printed Dr. Seuss illustrations and quotations. Trend Lab Bodysuits feature a three-snap closure and are available in sizes 0–3, 3–6, and 6–9 months. The toddler tees are also made from soft cotton jersey and feature nostalgic screen-printed Dr. Seuss illustrations and quotations. The tees are available in sizes 12, 18, and 24 months.

Handling Trademark licensees in BankrupTcy by Oliver Herzfeld and Richard R. Bergovoy

n envelope arrives from bankruptcy court. You open it and realize with shock that one of your trademark licensees has filed a bankruptcy petition and listed you as a creditor. Over the past two years, this has become an increasingly common occurance. But from a trademark licensor’s point of view, a licensee entering bankruptcy is not always the disaster it might appear to be. This two-part article—the next article will be in the August issue—will provide an overview of the main issues faced and decisions to be made by a trademark licensor whose licensee has filed for bankruptcy.

Bankruptcy and Trademark law First, some background on bankruptcy and trademark law in the United States. Bankruptcy is a process for adjusting the debts and adjudicating the property of a bankrupt debtor’s estate. Trademarks are distinctive names, logos, designs, symbols, or other indicators to identify to consumers that the products or services on which the trademark appears originate from a unique source, and to distinguish the trademark owner’s products or services from those of other entities. Interestingly, the Lanham Act, which codifies U.S. trademark law, does not address or even mention bankruptcy, and the Bankruptcy Code, which codifies U.S. bankruptcy law, does not address or even mention trademarks. Nonetheless, it is well understood that valid trademark license agreements

ROYALTIE$ JUNE 2011

are considered assets of the debtor subject to the provisions of the Bankruptcy Code. The two main categories of business bankruptcy in the U.S. are Chapter 7 and Chapter 11. Chapter 7 is a so-called “liquidation” bankruptcy, in which a trustee carves up the debtor, liquidates its assets, and then distributes the proceeds to creditors according to a priority scheme contained in the Bankruptcy Code. Chapter 11 is a so-called “reorganization” bankruptcy, in which the debtor itself restructures its affairs and pays off creditors a portion of what it owes them, usually from a combination of loans, selected asset sales, stock issuance, and current revenues. Chapter 11 bankruptcies are carried out according to a plan that must be voted on by creditors and holders of equity interests, and approved by the bankruptcy court. Reorganizations under Chapter 11 sometimes fail and convert to Chapter 7 liquidations, or sometimes are intentionally utilized by the debtor to liquidate its assets, similar to a Chapter 7 trustee.

executory contracts The Bankruptcy Code treats a valid licensing agreement as a special kind of asset called an “executory contract.” There is no definition of executory or executory contracts in the Bankruptcy Code, but the most commonly accepted definition in the case law is an agreement where substantial performance remains due by both parties. Most unexpired trademark licenses will meet the definition of executory contract, because typically the

licensee is required to observe the quality specifications of the licensor and pay royalties to the licensor, while the licensor is required to maintain quality control of the licensed product and refrain from suing the licensee for trademark infringement.

automatic stay Most executory contracts are subject to the automatic stay provisions of the Bankruptcy Code. That means, once a licensee files for bankruptcy, the licensor is prohibited from taking any action to collect a debt from the licensee without the express approval of the bankruptcy court. The automatic stay is one of the fundamental debtor protections provided by the bankruptcy laws. It gives the debtor a breathing spell from his creditors, stopping all collection efforts, all harassment, and all foreclosure actions. It permits the debtor to attempt a repayment or reorganization plan, or simply to be relieved of the financial pressures that drove him into bankruptcy. As part of the automatic stay, the licensor is forbidden to make any attempt to terminate the license agreement. Boilerplate provisions that state the license agreement is automatically terminated if the licensee files for bankruptcy are so-called “ipso facto” clauses that are automatically invalid in bankruptcy. Therefore, a licensor should definitely refrain from the impulse to send its bankrupt licensee a termination notice with a demand for immediate payment of all royal-

ties due since such an action could be a violation of the automatic stay and put the licensor in contempt of the bankruptcy court.

Licensee Must Assume or Reject Another consequence of a license agreement being executory is that the Bankruptcy Code requires the licensee to choose whether to “assume” the license agreement (i.e., accept it in full, both benefits and responsibilities, and render performance according to its original terms) or “reject” it (i.e., terminate the agreement and excuse itself from any further performance obligations). The rationale behind this goes right to the heart of bankruptcy law, namely, to maximize the value of the bankruptcy estate by allowing the debtor to retain useful, profitable, and advantageous agreements, and reject unprofitable and disadvantageous ones. The license agreement may be a revenue producer that is critical to the licensee’s Chapter 11 reorganization efforts, or the licensee may wish to sell (assume and assign) the license agreement to a third party as part of either a Chapter 11 or Chapter 7 asset sale. A Chapter 7 licensee (or, more precisely, the trustee of its bankruptcy estate) must elect to assume an executory license agreement within 60 days of the bankruptcy filing unless it obtains an extension from the bankruptcy court, otherwise the licensee is deemed to have automatically rejected the agreement. The Chapter 7 licensee (or the trustee) would typically notify the licensor by serving notice of a motion to assume executory agreements. A Chapter 11 licensee has until confirmation of its plan of reorganization (which is usually at least six months after the bankruptcy filing but could be longer—sometimes more

than a year) to elect to assume or reject the license agreement. However, many Chapter 11 licensees make that decision much earlier—often as part of a pre-confirmation asset sale—and send their licensor a notice of intention to assume as part of the sale. So what can a trademark licensor do when a licensee makes its election to assume or reject? Trademark licensors would normally want their licensees to assume license agreements, especially if the licensees are in default of their agreements, which bankrupt licensees almost always are. The reason is that in order for a licensee in default to assume, the Bankruptcy Code requires it to: (A) cure, or provide adequate assurance that it (or the trustee) will promptly cure, such default; (B) compensate, or provide adequate assurance that it will promptly compensate, a party other than the debtor to the license, for any actual pecuniary loss to such party resulting from such default; and (C) provide adequate assurance of future performance under such license. Among other things, this means that the licensor must receive 100 cents on the dollar of what it is owed, as well as assurances that the licensee will meet payment and all other contractual obligations in the future. But even if the licensor is prepared to accept the assumption of the license agreement, it should carefully review the notice of intention to assume and file an objection in bankruptcy court if it believes the licensee has not met its burden under any of these factors. Most obviously, under (A) above, the licensor should determine whether the licensee has listed the correct cure amount for any arrears, both pre- and post-petition. Under

Oliver Herzfeld is shown on the right and Richard R. Bergovoy is shown on the left.

(C), the licensor should determine whether the licensee has shown that it or any proposed assignee has the resources available to continue performing all contractual obligations. And the good news for licensors is that under (B), if the license contains an attorneys’ fees provision that applies to bankruptcy proceedings and is valid under state law, the licensor can request to be compensated for its reasonable attorneys’ fees arising out of its filing of such objection (although whether as an unsecured creditor it can actually collect will depend on the law of that judicial district).

Three Other Scenarios In the next printed issue of Royaltie$, we will conclude this two-part article with an exploration of the other three possible scenarios, namely, what happens if (i) the licensee seeks to assume the license agreement and the licensor objects, (ii) the licensee seeks to reject the license agreement and the licensor consents, and (iii) the licensee seeks to reject the license agreement and the licensor objects. Oliver Herzfeld is senior vice-president and chief legal officer of Beanstalk, a brand licensing consultancy that’s part of Omnicom Group. Richard R. Bergovoy is an attorney in private practice working with companies that own, sell, or license intellectual property and information technology, as well as acting as counsel in hundreds of bankruptcy cases.

ROYALTIE$ JUNE 2011

The Name Game, Inc. 8008 El Manor Ave. Los Angeles, CA 90045 (424) 227–9555 www.namegameinc.com

Holly Rawlinson by Chris Adams

ust over two years ago when Holly Rawlinson was looking to branch out and create her own business, she had as much of an idea of what she didn’t want her company to be as what she did want it to be. she didn’t want to create just another licensing agency, but she did want to focus on a soup-to-nuts brand-building approach. “if you shake a tree in l.a. or new york City, three dozen licensing agents fall out, so i had no interest in being another licensing agent,” says Rawlinson. “i did see a huge gap in the business landscape, though, and that was for an agency that could handle all aspects of brand building.” once Rawlinson, who has held positions in entertainment and licensing at companies such as Pokémon Usa, Mattel, Viacom, and Dreamworks, decided what it was she wanted to build, she was then tasked with deciding what to call her company. she had actually started conducting business but hadn’t yet settled on a name that could encompass the scope of what she wanted her company to include. when Rawlinson was asked to speak at the Kidscreen summit a couple years ago, the person running the conference sent her a frustrated email that read, “The name Game: i really need a name for your company because we’re printing a who’s speaking and we don’t have a name for your company.” as the email hit Rawlinson’s inbox, a bell went off in her head: That’s it, The name Game. The first clients Rawlinson signed on for The name Game were Monster Factory and

ROYALTIE$ JUNE 2011

fitness expert Harley Pasternak. The name Game is in partnership with Canadian agency The licensing shop for these two clients. From there, Rawlinson built up a brand stable that includes event planner Jes Gordon (who was featured in a Catching Up with... interview that was posted on anbMedia.com on april 26), pet expert Dara Foster, shoe designer Ruthie Davis, and Food-ology, a website that examines food habits. Rawlinson says she has turned down more clients than she has taken on. she looks for brands that can be placed on TV, get a publishing deal, and tie in with brands. These touch points are what can then be built upon through licensing. Rawlinson says that in using her strategy of building brands, the initial pitch to a potential client can be a bit tricky. “we’re not selling a cup; we’re selling an idea,” she says. “we’re selling what could be. we’re selling the promise that something could be fabulous. Clients have to believe that you can really deliver.” The first step is getting media exposure for her clients. That leads to more opportunities in the long run. “we strive to get our clients on television as much as possible,” says Rawlinson. “we can help our clients get these things. we have the connections to make that happen. Then they become a brand that i can sell things off of in the future.” Rawlinson wants television production companies to know that The name Game’s clients work great on television and are able to make money in the consumer products area.

pet expert Dara Foster

so far, Rawlinson has a pretty good track record in that regard. Client Jes Gordon just finished filming the first season of Rocco’s Dinner Party, which will air on Bravo. Harley Pasternak produced his first fitness DVD and created a food line and workout product line. Dara Foster’s book PupStyle was released by scholastic. once these clients establish a high profile through various media, that’s when The name Game starts to heat things up. once a brand is established, that opens up opportunities for celebrity spokesperson deals, promotional tie-ins, and also developing licensing programs. as The name Game experiences success with its batch of current clients, Rawlinson hopes to stretch out and find clients in areas that she’s not working in to better round out the company’s client roster.

MEASURING UP: CALCULATING SUCCESS

IN THE

LICENSING INDUSTRY

by Jennifer Coleman t is June once again and we are halfway

the brand. More simply, it is a highly success-

creating a metric similar to a gross-rating point

through 2011. For most of us, June means

ful—and in many cases—very lucrative brand

(GRP) or Q-score to measure the potential brand

one thing: Licensing International Expo in

awareness extension strategy.

exposure and awareness generated by just one

Las Vegas. Licensing Show (as it is known to all

This definition raises a number of key

item sold. This won’t be an easy endeavor nor

of us) is always an exciting time. It’s the one

issues in terms of how the industry is measured.

would it be cheap. It would require the licensing

time of year when the domestic and internation-

Since licensing is essentially about brand

industry to buy in and develop research and

al licensing community gathers in one place. It’s

awareness, are royalty revenues the best and

methodology to support the new metric.

the perfect chance to catch up personally and

most accurate metric to define the industry?

In this age of continued consolidation,

professionally with those we’ve been too busy

Within the industry, this measurement works.

which is challenging the licensing industry, this

to stay in regular contact with during the year.

However, from the Madison Avenue perspec-

could become a metric that helps to increase

It’s also a time when we take the pulse of our

tive of using licensing as a marketing tactic, I

the relevance of licensing as an industry when

industry. Usually we measure the industry’s

don’t think that royalty revenues as the singular

coupled with the current royalty revenue met-

success by noting who is on the show floor and

metric is enough. It doesn’t provide a well-

ric. Licensing utilizes a unique business model

who is conspicuously absent. We also tend to

rounded picture of what a good licensing pro-

that allows a brand owner to expose its brand to

judge the success of a trade show by the volume

gram can achieve in terms of brand awareness.

countless numbers of people without having to

of traffic. How many meetings are on the sched-

What would or could another metric of suc-

make an expensive advertising buy—actually

ule? How many people are in the booths and the

cess look like in the licensing world? The cur-

generating revenue while simultaneously gain-

aisles? But, as the past few years have shown,

rent revenue-based system provides a snapshot

ing share and exposure.

we can no longer judge the quality of a trade

but not a complete picture. Missing from the

Perhaps it is time for the licensing industry to

show by the quantity of people in the venue.

current measurement system is the brand aware-

work on redefining and recreating its current met-

On a much larger scale, how does the

ness generated by wearing a T-shirt, a baseball

ric for success into one that would provide a

licensing industry judge itself from a sales

cap, or a backpack. Essentially these become

measurement of the business and demonstrate the

perspective? Of course, there are the yearly

walking billboards for one’s brand once pur-

marketing potential of licensing. It is a conversa-

LIMA and EPM industry surveys to measure

chased and worn in public. While it may not

tion worth having with industry leaders and mar-

the growth numbers (or shrinkage) of the

always translate into further sales at retail, it

ket research experts. What do you think about the

licensing industry from a royalty sales per-

does increase overall brand awareness, which is

possibility of a supplemental way to measure the

spective. This information helps to evaluate

what Madison Avenue seeks to do through the

exposure licensing can provide to a brand? Share

trends and opportunities for the coming year.

millions of dollars spent on advertising.

your thoughts with me at jennifer@jcinc.biz.

However, my nagging question—and one

To help strengthen the importance of licens-

that vexes many in the industry—is how useful

ing as a key marketing tactic in any successful

Jennifer Coleman is a 20-plus year marketing

is the data we currently use to measure the

brand’s lifecycle, I think it would be useful for

veteran of the licensing, branding, and chil-

licensing industry? Are we measuring the cor-

the industry to work to develop a metric that can

dren’s entertainment industries having worked

rect information? At its core, licensing is a rev-

measure this. I recognize it could not be the sole

on such brands as Chanel, Thomas & Friends,

enue-producing marketing strategy. It is

metric used for the industry, but it would bring a

and Broadway’s Wicked. She’s been at the

employed as a secondary or even tertiary tactic

supplemental perspective to discussions in terms

forefront of licensing industry issues and chal-

for most brands. It generally falls outside the

of the amount of eyeballs the creation of

lenges after her recent stint as senior vice-

core competency of the original incarnation of

licensed product can yield for a brand. I imagine

president of marketing at LIMA.

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New Gamers, New Licensing by Laurie Leahey

he face of the gamer has changed. No longer can the term “gamer” be used to describe 18–35-year-old males. Instead, thanks in large part to new technology and gaming devices, gamers can be anyone from kids to grandparents. This is good news for the video game industry because it means more people are playing video games than ever before across multiple platforms. It also opens up new opportunities for licensing. Instead of focusing on teen and adult male-related properties, video games now feature licenses for preschoolers, women, and families. “There are more people gaming today than there ever have been in the history of the industry that I’ve been involved with,” says Chip Lange, senior vice-president and general manager for Electronic Arts’ Hasbro division. “One of the primary drivers of that is access to gaming platforms.” From consoles that promote family time to smartphones for playing games on the go, consumers these days own or have access to a number of gaming platforms. “More and more people regardless of age, gender, or geographic location are really coming into this,” Lange says. Even though the gamer culture has changed, the reasons behind why licensors choose to bring their brands to video games haven’t. As with any licensed product, if consumers see a brand they like, they are

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more apt to purchase it. Licensed video games give fans another way to experience a favorite brand. Most of the licensed video games today appeal more to the casual gamer demographic—those who make up the new face of the gamer. This is because “kids, family, and casual gaming audiences follow trends,” says Josh

Activision’s Transformers: Dark of the Moon is a prequel to the upcoming movie.

Austin, director of licensing and merchandising at THQ. “That brand awareness and affinity really drives software sales for this broad demographic. It’s apparent when you look at recent game sales that it tends to be original IP for the core gaming demographic and license-based games for the more casual gaming demographic.” Brand awareness is one reason why Hasbro’s licensed games from Electronic Arts have been so popular among multiple platforms. A game such as Monopoly appeals to the casual gamer because it’s a familiar

game that people already know how to play, so it’s less intimidating when playing a video game version of it. “Electronic Arts does a great job of interpreting our games so that they keep the core classic gameplay that everybody expects and loves but adapts them in new and exciting ways to fit the technology,” says Richard Cleveland, vice-president of marketing for digital media and gaming, Hasbro. “You can bring people a new gameplay experience and maybe bring different elements to life.” Offering new gameplay experiences is what many video game manufacturers are trying to do these days. Instead of simply “playing the movie,” licensed movie video games are bringing different aspects of the movies to life. Electronic Arts’ Rango The Video Game lets players experience the tall tales that Rango told in the movie. Activision’s Transformers: Dark of the Moon allows players to play through the events that lead up to the new movie.

Licensing from the Inside Out While entertainment properties see success through licensed video games, original video game IPs are finding success in the world of licensed consumer products. Many game manufacturers have recently started licensing programs for their brands. Konami and licensee musterbrand released a clothing line based on Konami’s Metal Gear Solid:

Peace Walker property. Jakks Pacific produced plush for Microsoft’s Kinectimals video game. THQ will showcase its brands, such as Homefront, Saints Row, Red Faction, and Darksiders, for the first time at Licensing International Expo June 14–16 in Las Vegas. “It’s really about using ancillary merchandise to give consumers even more ways to interact with our original properties,” says THQ’s Austin, “and hopefully maintain some excitement around the brands leading up to and in between game launches.” Simon Kay, business development director for AT New Media, worldwide licensing agency for the video game Worms, says that it’s always been important to back up a games franchise with merchandise, but it hasn’t always been done—until now. “Merchandising in this space has grown naturally with the acceptance of games as part of everyday life,” he says. “It is the current generation of parents who grew up with games that is truly assisting with taking gaming merchandising mass market. Penetrating the mass market on all levels was only a matter of time, and all games new and old should be looking at how merchandising can complement their offering both in and out of the gamer experience.”

Electronic Arts’ Harry Potter and the Deathly Hallows—Part 2 video game lets players battle Voldemort.

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With each new Pokémon video game release, including the new Pokémon White Version (shown at right) and Pokémon Black Version, the Pokémon company makes sure to support it with other forms of entertainment (website, TV show) and licensed product. Shown at left is a plush toy based on the two new video games from licensee Jakks Pacific.

One video game brand that has been part of licensing for a long time is Pokémon. With each new Pokémon video game release, the Pokémon company makes sure to support it with other forms of entertainment (website, TV show) and licensed product. “Our fans are so passionate about Pokémon and the characters that are in that world,” says J.C. Smith, director of consumer marketing, Pokémon. “Giving them the opportunity to immerse themselves further into the world by giving them plush or trading card games is something we feel is important. Kids spend a lot of time playing Pokémon, so having things that remind them of it or help them express their passion for Pokémon is something we like to supply to them.”

The Future Unveiled at E3 The latest licensed video games will be shown at the Electronic Entertainment Expo (E3), which takes place June 7–9 in Los Angeles. This annual video game conference and show is where all of the big announcements for what’s coming over the next year will take place. “It’s one place where all of the retailers and all of the press are,” says Christina Glorioso, CMO, Majesco. “It’s a great place to see all the new technology. You really have to see it to believe it. That’s why E3 is great because you can have so many people actually try the game.” There are sure to be many big announcements at this year’s E3, from new games to the unveiling of Nintendo’s newest console. As the video game industry continues to change, whether through new gaming platforms or new gaming demographics, so too will the opportunities for licensing change. Whether through licensed video games or branded apparel, video game manufacturers will continue to look for ways to allow gamers to experience video game and entertainment brands in new ways.

Video Game Licensing

By Laurie Leahey

With so many people, young and old, male and female, playing video games, the opportunities for licensing grow. Both licensed video games and branded consumer products give gamers new ways to experience their favorite brands. Below are some of the latest licensed video games and licensed product to hit store shelves.

THQ World Events Productions (WEP) and its representative Classic Media will work with THQ to produce video games based on the Voltron franchise. The video games from THQ are anticipated to debut this fall, following the premiere of the all-new 2D/CGI-animated Voltron Force series, which is set to launch in the U.S. on Nicktoons, and with other key broadcasters worldwide, this year. THQ’s games will build on the 1984 TV series, Voltron: Defender of the Universe, in which five robotic lions, piloted by a team of brave space explorers, combine to form the mighty robot hero Voltron.

Activision

Take-Two Interactive

Activision’s Transformers: Dark of the Moon Stealth Force Edition puts players into an original prologue storyline to experience the battles on Earth that shape the events of the upcoming film. The game allows players to harness the power of Stealth Force and control iconic Transformers characters in advanced vehicular combat. Fans can assume the roles of a variety of characters. The game will be available on the Nintendo 3DS and Wii.

2K Play (a division of 2K, a publishing label of TakeTwo Interactive Software, Inc.), Nickelodeon, and Major League Baseball (MLB) partnered to create Nicktoons MLB. The game will be available for Kinect for the Xbox 360, the Wii, and the Nintendo DS. Nicktoons MLB will feature Nicktoons characters, including SpongeBob SquarePants, ZIM, Dudley Puppy, Fanboy, Chum Chum, and Ren and Stimpy, along with players from all 30 MLB teams, including Matt Holliday (St. Louis Cardinals), Andre Ethier (Los Angeles Dodgers), Miguel Cabrera (Detroit Tigers), Jason Heyward (Atlanta Braves), Cliff Lee (Philadelphia Phillies), and Robinson Cano (New York Yankees). Custom-created digital ballparks range from famed Fenway Park to the fictional Frosty Freeze Field.

Pokémon The Pokémon licensing program is geared toward kids ages 6–12. To coincide with the launch of Pokémon Black Version and Pokémon White Version, Jakks Pacific introduced a new toy line, which includes a skill-and-action line for older kids that allows them to catch, train, and battle their Pokémon in unique, interactive, and competitive toy-based experiences. Jakks also launched new figures and plush featuring new Pokémon characters, playsets that emulate the new Unova region, and trainer roleplay items inspired by the TV series.

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Disney Interactive Studios Cars 2: The Video Game continues the storyline from the upcoming film on Xbox 360, PlayStation 3, Wii, PC/Mac, and DS. Players can choose to play as one of 20 different characters and train in the international training center CHROME (Command Headquarters for Recon Operations and Motorized Espionage) to become world-class spies. Players take on simulated hazardous missions, compete to become the fastest race car in the world, or use their spy skills in action-packed combat racing and battle arenas. Players can race against friends and family members in either single or multiplayer modes with up to four players to unlock challenging new tracks, characters, events, and spy missions. The DS version will also include exclusive global locations not seen in the film.

Sharpe Company

Electronic Arts

AT New Media, the worldwide licensing agency for the video game Worms, appointed Sharpe Company as its North American representative on behalf of UK-based brand owner Team 17 Software Ltd. Worms is a series of turn-based strategy video games where players control a small platoon of worms, battling other computer- or player-controlled teams. Sharpe is actively seeking U.S. licensing partners in all categories, including collectibles, video game and computer peripherals, stationery, giftware, calendars, apparel, puzzles, and board games.

Family Game Night 4: The Game Show includes re-imagined versions of five Hasbro games for the Wii, Xbox 360, and PlayStation 3, with full motion-control support for Kinect for Xbox 360 and PlayStation Move. Games include Connect 4 Basketball, Scrabble Flash, Sorry! Sliders, Yahtzee! Bowling, and Bop-It Boptigon. The Monopoly Crazy Cash Machine doles out prizes to the winners. The game offers two-player individual or simultaneous gameplay.

Warner Bros. Interactive Entertainment Warner Bros. Interactive Entertainment announces Sesame Street: Once Upon a Monster, a new video game on Kinect for Xbox 360. The game is being developed by Double Fine Productions. Young players join Cookie Monster, Elmo, and other Sesame Street characters as they explore a living storybook titled Once Upon a Monster. In the book, they make monster friends from the Once Upon a Monster world and share in their adventures, solving problems, forging friendships, and learning key life skills along the way. Parents and children become part of the storybook adventure by getting active together through dancing, jumping, â&#x20AC;&#x153;flying,â&#x20AC;? and more. Guided by a social and emotional curriculum set forth from Sesame Workshop, young players engage in activities that promote lifelong lessons about making friends, cooperation, and recognizing and labeling emotions. Sesame Street: Once Upon a Monster will be available this fall.

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SportS LicenSing: BuiLding

Year-round game

by Jennifer Lynch

here is a new breed of sports fans emerging, a group of techsavvy individuals seeking the best licensed product to bring them closer to their favorite sports. But beyond showing support for their favorite teams and players, fans want to be like their favorite athlete. There are many new initiatives undertaken by sports brands to help make this possible. While fans love to don their favorite jerseys on game day, leagues are finding new ways to engage fans with product year-round. Women’s apparel now gives female fans an assortment of products tailor made for them. The NFL launched its Fit for You campaign for its women’s apparel and accessories last October, which is a “rallying cry” for female fans, says Tracey Bleczinski, vice-president, apparel, NFL. “For years, a woman had to wear a men’s small jersey or a boy’s XL jersey,” she says. “We really wanted to make sure all our female fans were aware that we had products built for them, designed for them, cut for them.” Under the campaign, the NFL website also features a look book showing different ways to wear the products by licensees such as Junk Food and Touch by Alyssa Milano. “With licensed products, people often think it’s just about game day, but there are a lot of other occasions when you can wear the product,” she says. Buyers’ confidence in women’s apparel has helped the category thrive in recent years, says Jim Haskins, group vice-president, consumer products licensing, NHL. The NHL women’s business grew up to 52 percent in the past year. “Now you have a women’s portfolio that’s targeted toward juniors, targeted toward misses,

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and targeted to a great extent toward a boomer customer,” Haskins says. Because no fan, especially a female fan, is one-dimensional in terms of style, diversification of the product offers something for everyone. An authentic female fan may just want a traditional jersey fit for her; a female fan may seek fashion tops to pair with denim; or a fan diva may want glitz and glam items, Haskins says. The MLB has also expanded its Victoria’s Secret PINK co-branded line, nearly doubling its offerings to include 23 MLB teams. All 30 teams will be represented in the line by the 2012 season. MLB could not be reached for comment by press time. “Retailers have more of an appetite for this product now, when you look at the sheer number of females who are fans,” Bleczinski of the NFL says. “It makes sense to be in this business, because oftentimes women are the people in the household who do the shopping for everyone.”

the NHL store powered by Reebok

Sports goes High-tech Technology is another way teams are engaging fans through product, both through tech-based products and by using technology to innovate traditional categories. “There are so many ways that you can touch people now through technology,” says Blake Davidson, vice-president, consumer products, NAScAR. With the release of Nascar: The Game 2011 from Activision, as well as a licensing agreement with car Town, a Facebook application, NAScAR is taking advantage of the different forms of interactive play. Younger fans consume sports differently than previous generations and sports need to offer products that respond to this, Davidson says. Fans want a more interactive experience. “Hopefully they’ll become fans of the sport, if they’re not already,” he says. “And when they become fans of the sport, or a particular driver, they’re going to want to buy that T-shirt, buy that hat, and do those things that some of the more traditional fans have done.” UFc licensee Round 5, which creates action figures of top fighters, used technology in a unique way at the recent UFc Fan Expo in Toronto, canada, letting fans create and become their own UFc figures. “For us, when you’re purchasing one of our products, you’re purchasing it not only because you’re a UFc fan but because you love this guy. He’s your idol,” says Damon Lau, president, Round 5. For a fan, it’s not only the opportunity to become an action figure like his idol, but the chance to share in the same experience as that idol. Traditional categories still represent the bulk of business for most leagues, so leagues are also finding ways to innovate these cate-

NASCAR revamped its licensing program to make it more accessible to licensees.

gories through technology. Whether it’s through better fabrics, better applications of logos, or better performance, leagues seek licensees that set the product and therefore the brand apart, says NHL’s Haskins. There is an athletic image projected in most sports, which can also be sold through products that use the same performance fabrics worn by athletes. NBA licensee Adidas now offers a line of NBA Revolution 30 uniforms for players, which are 30 percent lighter, dry twice as fast as previous uniforms, and are made of 60 percent recycled materials, says Vicky Picca, senior vice-president, licensing and business affairs, NBA. While the overall look of the jersey is the same, for some fans, the new performance technology fabric is enough of an incentive to purchase their own NBA Revolution 30 Replica jerseys. Building on how fans experience the sport off the field can also increase product consumption. On-field brand Rawlings fosters fans’ passion by taking fan gear “from the parking lot to the gridiron” as the new NFL’s

official tailgate licensee, says Eric Reinsfelder, senior director, Jarden Sports Licensing, a division of Rawlings. “As an authentic performance on-field brand, we’re taking that to the fans in the parking lot with a different array of products.” The NHL store powered by Reebok in New York City has built an interactive shopping experience for consumers offering entertainment components throughout the store that simulate the environment one might experience in an arena, says NHL’s Haskins. “It helps to anchor licensed product, which adds value to that shopping experience and ultimately extends the runway on [customer] satisfaction, and helps create repeat purchases,” he says.

Streamlining the Process While it is ultimately up to the brand to decide which licensees it wishes to work with, the licensing structure of a sport’s brand can sometimes put the power in the hands of licensees. This can occur when a sport’s

licensing program does not operate under a centralized structure. NASCAR recently created NASCAR Team Properties, a trust operating as the sport’s licensing agency, to consolidate its independent teams and contractors under one umbrella. Previously, a licensee may have signed up to 20 contracts with different drivers, teams, and sponsors just to get a license. “It was really about becoming more efficient,” says NASCAR’s Davidson. “And ultimately if we do pursue a contract license, it’s a much easier path.” International soccer, which handles licensing on a club-by-club basis, has faced a similar dilemma. “When licensees try to get into soccer, they are faced with something that looks very unnatural to them,” says David Gebel, managing partner for Access Licensing and One-Entertainment. Access Licensing holds the rights for Mexican soccer clubs Chivas de Guadalajara, Club América, Cruz Azul, and Pumas UNAM. One-Entertainment represents European soccer clubs Manchester United, FC Barcelona, and Juventus. And because significant social and demographic changes have taken place, such as the rise of the Hispanic population in the U.S., which drives an interest in soccer, both of Gebel’s companies are creating bundles of prominent clubs to make it easier for U.S. licensees and retailers to gain access to the properties. But no matter how accessible sports brands make themselves, at the core of any consumer purchase in the category is passion, for a sport, for a team, for a player. It’s an opportunity for licensors to capture this through product and deliver the thrill of the game year-round.

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sports LiceNsiNg by Jennifer Lynch

Every year, sports brands deliver new ways to engage consumers through licensed product, bringing fans closer to their favorite sports, teams, and athletes. Below is an overview of new products and initiatives being taken by brands in the sports licensing category.

NHL NAscAr One of the first deals NAScAr signed under the new NAScAr Team Properties was with Walmart. “We couldn’t have done that under the old model,” says NAScAr’s Blake Davidson, “There’s a big crossover between NAScAr fans and Walmart shoppers.” Under the new model, NAScAr is focused on the marketing and promotional abilities a licensee can offer to help further promote the sport. Walmart has already offered exclusive ticket packages to racing events and is working to expand NAScAr product offerings in categories such as home goods and apparel under the multi-year contract.

NHL tentpole events such as the Winter classic and the Heritage classic have buoyed NHL licensed product sales in the past year. “While the first year of the Winter classic might not have had the broadest women’s offerings, four years later, both in kids’ and in women’s, there’s been expansion of all those products as events have grown into franchises,” NHL’s Jim Haskins says. The 2010 NHL Winter classic retail merchandise sales increased by 78 percent in 2010.

NFL NBA The NBA is attracting younger fans through new apparel lines that pair wellknown cartoon and storybook characters with league logos, such as the new collections from the Mr. Men and Little Miss brand and the co-branded Marvel line featuring classic Marvel Universe Super Heroes alongside NBA team logos.

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As the NFL continues to expand its Fit For You line, it is looking for more interactive ways to engage fans. “Beyond the digital engagement, we’ll be looking at other ways to speak directly to fans and consumers,” says NFL’s Tracey Bleczinski. Last season the NFL launched a pop-up women’s-only boutique in New Orleans, which created a female-centered shopping experience. The shop offered products from its women’s line and complimentary Saints manicures as a gift with purchase. Plans are already in the works to create similar fan engaging initiatives for the 2011 season.

wwe

MlB MLB named Under Armour (UA) its official performance footwear supplier. The multi-year agreement gives UA worldwide rights to produce and distribute MLB Authentic Collection baseball cleats. UA is also adding new technology to its cleats with Rotational Traction cleat configuration.

Rawlings Predominately known for its core products in baseball, Rawlings has made a stronger push in the football category in recent years. Becoming the official tailgate licensee of the NFL in 2010 “reinforces the depth and commitment to the football category,” says Rawling’s Eric Reinsfelder. Because tailgaters like to add to their tailgate gear each year, Rawlings will add new licensed items to its line for the 2011 season and plans to innovate current licensed products such as seating and coolers.

socceR While Access Licensing is targeting the U.S. Hispanic population for Mexican soccer brands, OneEntertainment is marketing the heritage behind European soccer brands to U.S. consumers. “It actually gives additional value to the brand by increasing its appeal from a lifestyle fashion standpoint,” says David Gebel of Access Licensing and One-Entertainment. OneEntertainment plans to announce its first U.S. partnerships for Manchester United, FC Barcelona, and Juventus in the upcoming months.

In the entertainment sports category, World Wrestling Entertainment has announced a new business model that will formally rebrand itself as WWE with the new slogan “Bigger! Better! Bolder! Badder!” One of the first initatives for the brand’s expansion was the new WWE Tough Enough program on the USA Network. New licensed products include the WWE All Stars game from THQ featuring arcade-style gameplay and WWE Legends and Superstars.

UFc UFC parent company Zuffa recently bought MMA company Strikeforce, and although it will operate as its own entity, the purchase will open doors to UFC licensees, such as Round 5, and vice versa. At the Toronto Fan Expo in April, Round 5 offered 1,000 exclusive action figures of Canadian welterweight champion Georges St- Pierre, which sold out in one day.

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DOROTHY

OZ: PICKING UP WHERE

THE

CLASSIC LEFT OFF

by Nancy Lombardi icking up where the classic Wonderful

duced by Bonne Radford and

Wizard of Oz story leaves off, Dorothy

brothers Ryan and Roland Carroll.

quietly

of Oz is a new 3-D animated film set to

It’s directed by Dan St. Pierre.

Licensing Show to seed inter-

open in August 2012. This film, like the origi-

The all-family 3-D movie is

est from the trade. And, while

nal, is based on a series of books from the

expected to appeal to multiple

Rutherford has amassed an

Baum family. It started with L. Frank Baum’s

generations. It will reach kids

extensive licensee list early in

The property premiered at

last

year’s

The Wonderful Wizard of Oz and now contin-

straight through to their grand-

the film’s production process,

ues with his great grandson Roger Stanton

parents because of the history

there

Baum’s Dorothy of Oz, the first in a series of

of the franchise.

licensees to be signed. Some

several books penned by the author. The plot unfolds as Dorothy returns to Kansas to find it devastated by the tornado. As

are

still

numerous

of the categories available for

LICENSING ROSTER

licensing as of press time

The film is expected to be

include: social expressions

she begins to assess the damage she is transport-

released globally in 2012 and will be comple-

and party goods, bakery, confections, cosmet-

ed back to the magical land of Oz where her

mented by a global licensing program, accord-

ics, jewelry, games and puzzles, publishing,

three friends (Scarecrow, Tin Man, and Lion)

ing to Travis Rutherford, CEO of Travis James,

bedding, room décor, and much more.

have disappeared. This film will take Dorothy

LLC, who was brought in early to craft the

Rutherford says his goals at Licensing Show

on adventures to never-before-seen corners of

licensing program. Since it is a family film, the

are to fill in these open category slots, meet with

Oz where she will meet a host of new characters.

sweet spot of the licensing program, according

international partners, assign the international

Moviegoers can expect to see an entire world of

to Rutherford, will be girls ages 4–8.

agent representation rights, and present the

candy as well as a location called China

“By the time we get to Licensing Show we

Country, which is made entirely of porcelain.

will have the style guide finished and all the

The group of friends must band together against

tools necessary to deliver a major licensing pro-

In addition to having a large part of the

the Jester, a wicked new villain who believes

gram globally,” he says. “We already have a

licensing program completed, Rutherford

that all of Oz should be under his control.

very robust licensing program established.”

explains that, “We’ve made significant traction

franchise to the other major retailers that have not yet seen the animation from the film.

The film, which is also a musical, features

Bandai has been signed as the master toy

at retail already. Toys ‘R’ Us has committed to

several new original songs by Bryan Adams.

licensee. A console video game partner is expect-

carry the product in all of its stores.” He fur-

The cast has already recorded most of the script

ed to be announced shortly. The Awake division

ther explains that Walmart is also on-board.

and musical vocal tracks, including Glee’s Lea

of Jem Sportswear is creating girls’ T-shirts and

Both retailers may feature exclusive items for

Michele as Dorothy, Martin Short as the Jester,

fashion tops. S. Goldberg will handle sleepwear

their respective audience.

Dan Aykroyd as the Scarecrow, Kelsey

and footwear. A.D. Sutton will create a line of

Grammer as the Tin Man, Jim Belushi as the

bags and lunch bags. IDW will publish a four-title

Lion, Hugh Dancy as Marshal Mallow, Megan

comic book series and also publish graphic nov-

The seven-book series is expected to yield

Hilty as the China Princess, and new supporting

els. Trends will make posters and bookmarks.

Summertime a multi-picture franchise. “We

roles by Oliver Platt and Patrick Stewart.

Rubie’s has been signed for a full line of costumes

are in the process of raising capital for movie two already,” says Rutherford.

Summertime Entertainment, the producer of

and masks. Just Play is making roleplay and

the film, acquired the media rights to this intel-

dress-up. Madame Alexander will make high-end

NEXT STEPS

While the film and licensing program may

lectual property, based on the book series Dorothy

collectible

have come together in an unusual way by avoid-

of Oz. Summertime points out that this is not a

Entertainment has been signed to create a 3-D/4-

ing the traditional “studio system,” it may be just

sequel but rather an homage to the franchise cre-

D theme park attraction, which will incorporate

as fitting a journey as the unusual one undertak-

ated by L. Frank Baum. The film is being pro-

footage from the film, according to Rutherford.

en by Dorothy and friends in the land of Oz.

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dolls.

Attraction

Media

Are You Obsessed with Angry Birds? by Nancy Lombardi

I Striker Entertainment’s sampling of Angry Birds licensees as of April 2011 Accessory Innovations Bags, Backpacks, Totes, Luggage, Wallets, Zipper Pulls, Hats, Gloves, Scarves, and Umbrellas (U.S.) Amscan Tableware, Tablecovers, Napkins, Balloons, Invitations, Party Decorations, Party Favors, and Piñatas (U.S. and Canada) Bakery Crafts Cake Decorations and Kits, Cupcake Rings, Cookies, Edible Candles, Treat Wraps, and Spoon Toppers (U.S. and Canada) BCP Imports Silly Bandz and Doorknob Covers (U.S., Australia, New Zealand, and Europe) Commonwealth Figural Plush, Key Chains, Rubberballs, PVC Figures, Beanbag Chairs, Christmas Stockings, Seasonal Goods, Banners and Flags, Lanyards, Magnets, Flip Flops, Plush Slippers, Plush Novelty Hats, Snow Globes, Mugs, Glasses, Soccer Balls, Sling Shots, and Home Décor (Worldwide) CSS Paper Magic Halloween Costumes and Masks, Gift Wrap, and Boxed Valentine’s Day Cards (U.S. and Canada) Dane Electronics USB Drives and Storage Devices (Worldwide) Disruptive Mobile Phone Cases/Covers, MP3 Players, Tablet Devices, Video Gaming Consoles, and PCs (Worldwide) Fifth Sun T-shirts, Tops, Hoodies, and Fleece (U.S. and Canada) GB Eye Posters, Pins, Tattoos, Stickers (Europe, UK, Ireland, Japan, Australia, and New Zealand) LF USA Sleepwear and Loungewear (U.S. and Canada) Mattel Board Games, Card Games, and Puzzles (Worldwide) Trends International Posters, Stickers, and Bookmarks (U.S. and Canada)

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n 2009 Rovio, a Finland-based game developer, released a game called Angry Birds, setting off a worldwide sensation. There has since been nearly 140 million downloads of the app across a variety of platforms. According to Rovio, Angry Birds is the No. 1 paid app in what seems like every country on the planet. The game plays like this, according to the Rovio website: “The survival of the Angry Birds is at stake. Dish out revenge on the green pigs who stole the Birds’ eggs. Use the unique destructive powers of the Angry Birds to lay waste to the pigs’ fortified castles. It features hours of game play, challenging physicsbased castle demolition, and lots of replay value. Each of the 120 levels requires logic, skill, and brute force to crush the enemy.” The simple game play is what has so many hooked. It’s easy to get started. It’s challenging and addicting. Yet it’s not a “hardcore game” in terms of both the violence factor or the gamer community immersion experience. There is no need to spend hours unlocking worlds to get to the next level. All ages can play it for a few minutes, put it down, and return to it later. By fall 2010, Angry Birds was one of the most-talked-about licenses in the industry. Striker Entertainment has the North American licensing rights, which it acquired prior to Licensing Show 2010. Rovio is coordinating the European deals and is looking to sign a licensing agent for Asia, according to Marc Mostman, partner, Striker Entertainment. Wild Pumpkin was just signed to represent the brand in Australia. “We had just picked it [Angry Birds] up

before Licensing Show last year and we presented it to everyone,” says Mostman. “Most potential licensees passed on it.” Because it’s an app most thought there was nothing they could do with it, he says. Mostman explains that they were able to put some deals together with Commonwealth initially for plush and Fifth Sun for apparel. He says that Q4 2010 sales were strong. Mattel debuted its Angry Birds board game at the Consumer Electronics Show (CES) in early 2011. CES is not a place where one goes to generate buzz on a board game. But Mattel stole the show with its simple board game that plays similar to the app. Most of the Angry Birds product line is now found in specialty and mid-tier stores with some items in the mass market. A full mass market rollout won’t happen until 2012, according to Mostman. “Certain items will be everywhere— such as the toy items—but we want to keep the other items as specialty for as long as possible,” he says. Rovio has a vision to position Angry Birds into a long-term entertainment brand. There has been talk of an animated movie or perhaps a TV series. Console games are also expected. While it may look to some as if this could be a flash-in-the-pan license, it’s important to remember that as popular as this game is, there are still countless consumers who have yet to discover it. In addition to Angry Birds, Rovio has created more than 50 mobile titles and has developed games with companies such as Electronic Arts, Bandai, Nokia, Vivendi, and many others.

The Spotlight Shines on Minnie by Nancy Lombardi innie Mouse, along with Mickey and

development

Clarabelle Cow, made her first

Consumer Products.

appearance in an animated cartoon

The Minnie Muse line was part of Forever

called Plane Crazy in 1928. It was the first film to

21’s Twist product line, which is designed to be

be produced by Walt Disney Productions but the

six weeks of high-profile, high-volume merchan-

silent film couldn’t get distribution. Disney’s

dise. All items in the line are priced under $30.

third attempt at releasing an animated cartoon was the now famous Steamboat Willie cartoon.

and

marketing

Disney

Minnie as an Icon

Released in November 1928, this successful film

Even though the Forever 21 line was a suc-

is considered the official launch of Mickey

cess, Bachmaier says that, “we’ve been really

Mouse. As a result Plane Crazy was released—

careful with how we develop Minnie from a cre-

For girls, Minnie Mouse wears pink and

with sound—in March 1929 and marks the intro-

ative perspective. We want to show her in a fash-

white. She’s girly and fun with lots of silly

duction of Minnie Mouse and Clarabelle Cow.

ionable way but stay true to her personality.”

antics thrown in. Minnie will soon be featured

Minnie Makes the Move to TV

Since that time Minnie Mouse has floated in

But what exactly is Minnie Mouse’s person-

prominently on The Disney Channel with com-

and out of the public eye. She is the quintessen-

ality? She is a relatable, reliable friend who is

plementing lines of licensed products at retail.

tial first lady, letting the spotlight shine on

cute, bubbly, and charming. Like so many icon-

Minnie Mouse will have her own animated

Mickey for decades. Now Minnie Mouse is

ic characters, each has a core set of traits while

short-form series on Disney Junior called

striking out on her own path.

certain aspects evolve with the times. While it

Minnie’s Bow-Toons. Scheduled to launch this

The Walt Disney Company has spent the

may seem as if her popularity has been eclipsed

year, Disney says this short-form series was

past year ramping up Minnie’s profile. She was

by newer—or even racier—characters, like a

inspired by an episode of Mickey Mouse

featured at retailer Forever 21 in fall 2010.

true icon, her fans have not waned.

Clubhouse, which focused on Minnie and friend

Disney worked with Forever 21 to develop a product line called Minnie Muse.

“We know consumers relate to her because she is friendly, caring, helpful, and sweet,” says

Daisy Duck. It’s set in Minnie’s Bow-tique, which stocks only bows and bow ties.

“We were approached by Disney,” says Betsy

Bachmaier. These are timeless traits that are a

A full-length series called Minnie’s Bow-

Zanjani, senior vice-president Forever 21 product

refreshing change from the “attitude” that is so

tique Hotel will follow the comedic antics of

and design. “After an exciting meeting, we dis-

often marketed to today’s girls.

guests and employees in the hotel featuring Minnie and her friends.

cussed a trendier version of Minnie. I described a

It is these traits, along with longevity, that

new kind of fashion-forward mouse that would

give Minnie Mouse cross-generational appeal.

Minnie Mouse will be a key focus for

more closely describe our customer; more fash-

For older fans, Minnie will be positioned as a

Disney at this year’s Licensing Show. With the

ionista than the current Minnie. During this meet-

fashionista. Her recognizable creative elements

success of the Disney Princess brand, it’s time

ing the Disney artist, sketched his interpretation

to be leveraged include the dots and bows. Those

for Disney to tap further into the depth of its

of her and I instantly loved her,” she says.

will be stylized in different forms. The straight

many classic characters.

The collection comprised 41 pieces, which

forward red and black will also be utilized.

“It’s about the circle of life,” says Bachmaier.

included apparel, accessories, stationery, and

Disney has numerous licensees with products

“Girls grew up liking Minnie and then they

gift items. The collection follows Minnie

targeting women. Items in the line range from

become mothers and introduce it to their daugh-

Mouse as she is shopping in London, Paris, and

Minnie Mouse sequin totes from FabNY for $18

ters. As their daughters go through this second

Tokyo to prepare for the line.

to Method Eco-friendly hand soap for under $5.

cycle of life experiencing Minnie Mouse as

“We attached a traveling theme to her. She

On the other end of the spectrum there’s the

moms they start connecting with her again.”

is our first lady and she travels the globe,” says

Harveys Seatbelt Bag for Disney Couture for

Catherine Bachmaier, director, franchise

$318 or the Lauren Moshi top for $130.

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And, like a gracious first lady, Minnie Mouse is able to speak to all her fans regardless of age.

Roy.saban.june.QXD_Layout 1 5/23/11 11:19 AM Page 1

Saban brandS PowerS UP by Chris Adams

ast spring, Saban Capital Group announced the launch of Saban Brands, the formation of which reunited two men, Haim Saban and Elie Dekel, highly responsible for the global success of the Power Rangers. The first moves for Saban Brands, after naming Dekel as its president, was to reacquire the Power Rangers property, develop the Power Rangers Samurai theme and series, and sign a deal with Nickelodeon for a worldwide partnership. Dekel says establishing a strong platform for Power Rangers was essential. The new series, Power Rangers Samurai, began airing on Nickelodeon in the U.S. in February. In developing new content for Power Rangers, Dekel says, “The notion of DNA was something that we Above is Power Rangers Samurai thought a lot about. In the case of and to the right is Julius the Monkey, a Paul Frank character. Power Rangers, we understood the DNA inherently, but we still spent a lot of time reviewing the history of the Power Rangers creatively and from a business perspective to extract as much knowledge as we could to inform us as we look ahead.” Saban then signed on Bandai, which has been involved with the Power Rangers brand since inception, as master toy licensee, Namco Bandai as video game licensee, and MEGA Brands as construction toy licensee (outside of Asia). “A lot of the inspiration for Power Rangers comes out of an Asian genre,” says Dekel. “Bandai has been a core part of developing great toys from that genre. There is no one better at developing toys for this particular area than Bandai.” The Power Rangers has been a long-term brand and Saban is managing it as such. There will be a steady rollout of product categories over the next 12 months. “By design, we made sure the early product focus was on toys,” says Dekel. “It is a toyetic property and has always been a top-tier

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brand. We are bringing the brand to the market in a very proactive and high energy way. That then supports a strategic licensing program.” The next brand that Saban Brands acquired was Paul Frank. This was a business that recently converted from a vertical manufacturing and retail business into a licensing business. “We immediately saw opportunity to operate it in a best-practices sort of way,” says Dekel of the Paul Frank brand. “There was tremendous improvement to be had just in the way the business was being operated.” Once Saban had streamlined the Paul Frank business, it began developing its strategy to build the brand. Dekel says Saban has an aggressive content and media strategy in the works that will bring content to Paul Frank and the brand’s characters. The goal is to better define and articulate the brand through content. “Content means anything from animated shorts to holiday television specials to a television series targeting preschoolers,” he says. “We have already started to engage key talent to develop this content. This effort will be a key catalyst for the Paul Frank brand on a global basis.” Dekel says that Saban continues to work with licensees to broaden distribution for the Paul Frank brand, while the company also focuses on the global launch phase for Power Rangers Samurai. On a global basis, Saban is resetting the global window so that Power Rangers Samurai is currently the theme on a worldwide basis. When the next Power Rangers theme emerges—probably in 2013, according to Dekel—the whole world will shift to that theme at the same time. As Saban Brands continues onward, it looks to further expand its flagship Power Rangers brand. Expect live tours and shows, more television content in a variety of formats, and apps. Dekel says that new types of content for the Power Rangers will emerge soon and a feature film strategy is in the works.

Licensing Show 2011 International Scope of Licensing Show is Boon to Business by Chris Adams s the licensing industry descends on Las Vegas for the Licensing International Expo—better known as Licensing Show—there are a few topics that are on the minds of the licensing executives that will be showcasing their brands at the show. These topics are playing a big role in the licensing landscape of 2011 and beyond as the licensing industry grows out of the recession and into a new licensing environment. More than any other, the terms international, customization, and strategic were on the lips of many interviewed for this article. And another term that has been at the forefront over the past few years was noticeably absent; in expressing their optimism for this year’s Licensing Show and for the retail prospects that lie ahead, the word “cautious” was noticeably absent. Licensors are more amenable to taking chances—albeit strategic chances—than they had been. The international scope of Licensing Show is proving to be one of its biggest strengths in 2011 and beyond. Regardless of the economic climate, the domestic licensing marketplace has become increasingly mature over the past decade. To experience growth similar to what the industry was accustomed to even 10 years ago, licensors are increasingly focusing on emergent international markets. The growing economy and consumer spending power found in emergent countries appeals to licensors looking to expand the footprint of their brands. “What’s exciting for us is the continued growth of the international contingency—whether that be international licensees or retailers,” says Gary Krakower, agent at Creative Artists Agency, which is taking booth space on the Licensing Show floor for the first time this year. “We’re looking forward to having our coming out party at Licensing Show and being able to talk to people from around the globe about our opportunities.” The growth of the international markets contrasts the domestic licensing landscape. This mature market doesn’t have as many potential opportunities. Couple this with an economy just start-

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Licensing Show will be held at Mandalay Bay in Las Vegas.

ing to dig its way out of a recession, and it can create challenges. “In an economy that will not show similar growth levels as we have seen over the past decade, it is going to be harder for all of us,” says Rosa Zeegers, senior vice-president worldwide consumer products licensing at Mattel. “It will come down to making sure that you work strategically and that you continue to understand your customer and where your customer is going.” Successful licensors use all of the avenues possible to get a read on their consumers’ shopping habits. Establishing open communication with the front line—retailers—is certainly one of the most reliable methods of gathering this information. “You need to really work closely with each retailer—both corporate marketing groups and the buyers themselves—to figure out what they want,” says Greg Economos, senior vicepresident of Sony Pictures Entertainment. “They are more on pulse with consumers than we are at the studio level. They know what their customer will buy.” The retailers are the key to successful strategic marketing. Each retailer knows what its customers want and what types of products and properties work well on their shelves. Each retailer also works to differentiate its offerings from the competition, which provides

opportunities for licensed products. “The single biggest challenge over the next two years is finding creative ways to break through the clutter and form meaningful, long-term relationships with retailers,” says David Luner, senior vice-president consumer products & interactive at FremantleMedia Enterprises. “Exclusive opportunities, exclusive product windows, and exclusive brand relationships continue to be driving business for retailers.”

Optimism This year’s Licensing Show marks the third year that it has been held in Las Vegas’ Mandalay Bay Convention Center. After much debate and the airing of myriad concerns over the past few years, feedback from the industry on the move to Las Vegas and the Mandalay Bay venue has been incredibly positive. If the mood of those interviewed is any indication, optimism in this year’s show is higher than it has been in many years. There are a few factors that contribute to this optimism. First, the Las Vegas location has proven itself a good fit for the industry. As with anything new, some people weren’t entirely comfortable with the move to Las Vegas. However, with each passing year, positive word has spread about the new location and venue, offering more confidence in attending Licensing Show. The show has begun to establish a track record. “Last year was the toe in the water for us,” says Angela Farrugia, group managing director at The Licensing Company (TLC), which doubled its booth space for this

year’s show after having a successful show last year. “What was positively surprising was that people were there to do business. There weren’t so many tire kickers.” Second, as the economy shows signs of improvement, consumers and retailers, alike, are looking for something new, which will translate to more opportunities for licensed goods at retail. “The tide has turned from the past couple of years where the mood was a little sullen,” says Sony’s Economos. “The economy has rebounded a little bit and retailers have seen a small jump in sales, which leads to people having more money in their pockets to spend on merchandise.” Some of the positivity seen in the licensing marketplace is a direct result of the improving economy. However, in an age where “strategic” is the most important of buzzwords, successful licensors have also adapted their business models to meet the needs of the current market. “Agencies are trying to morph out of just being pure deal makers,” says TLC’s Farrugia. “TLC has been writing strategy and has had a consultancy business for about six years. Our consultancy business is incredibly strong now.” Through the successes of companies such as TLC offering services beyond deal making—and because of the evolving marketplace—potential clients have come to expect more from their relationship with an agency. “As clients seek different services and shift their focus to marketing support, estore management, and other services, agencies are adapting to meet client

expectations,” says Debra Joester, president of The Joester Loria Group. “We are pleased to be providing our clients a blended menu of services and to have the opportunity to be more important to their overall business.” Another factor that is contributing to the optimism in the 2011 Licensing Show is based on the strength of the properties entering the market in the next year. “In addition to it being a big movie year, which traditionally translates into strong sales for the accompanying movie merchandise, there are also some strong new brands entering the market this year that will add both innovation and help drive category growth,” says Pete Yoder, vice-president, U.S. consumer products, Cartoon Network Enterprises.

Onward It is refreshing to see some caution fade from the optimism of the licensing industry as it enters Licensing Show. Sure, successful licensors still need to be very strategic in creating a licensing program. But having a streak of strategic risk-taking can only make for a stronger, more innovative licensing marketplace. FremantleMedia’s Luner sums up the mood entering Licensing Show. “The industry as a whole appears to be very upbeat heading into the show as the recession is behind us and retailers and consumers, alike, are starting to spend money more freely. There is business to be done at the show and that is an energizing feeling for anyone in the licensing business.”

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Licensing show 2011 COMPILED BY LAURIE LEAHEY AND JENNIFER LYNCH

the Joester Loria Group Johnsonville Sausage appointed The Joester Loria Group (TJLG) to develop an integrated licensing program for the Johnsonville brand. The licensing strategy will expand Johnsonville from a sausage brand to a multi-category food brand. Johnsonville brand extensions will cover multiple categories on and off the grill, across many consumer segments. TJLG will expand its Discovery Communications programs. The Discovery Fit & Health network will utilize its content and expertise to develop a line of health, wellness, and fitness products and solutions for today’s health-conscious consumers. Discovery Expedition offers consumers functional gear for life’s adventures. Retailers including Bed, Bath & Beyond; Macy’s; JCPenney; and Kohl’s offer Discovery Expedition electronics with retail distribution and product expansions this fall. New items include binoculars, telescopes, computer/iPad accessories, outdoor lighting, luggage, and other travel gear. New Animal Planetlicensed product includes a 30-title book series from Kingfisher (Macmillan Publishing), activity packs, lunch bags, footwear, and the debut of Animal Planet Baby in leading baby retailers this year. Animal Planet Pet product is expanding in retail distribution and new categories, including feeding products, collars and leashes, toys, and an all-natural line of pet food. And series such as Mythbusters, Deadliest Catch, and River Monsters are being developed in categories that include gaming, apparel, books, and, for River Monsters, a line of fishing gear and accessories. The 25th anniversary of Shark Week is also a priority as fans prepare for the biggest Shark Week ever in 2012. TJLG became the exclusive licensing agency for SoBe and will develop an integrated licensing program for the brand in the U.S. to expand SoBe from a beverage brand to a multi-category lifestyle brand offering apparel and accessories. A collection derived from SoBe’s South Beach heritage will play on the vintage roots of the brand through beach lifestyle categories. There will also be SoBe food extensions. TJLG also represents kids’ properties, including Pinkalicious. The Pinkalicious consumer products program continues to expand with dress-up, dolls, apparel, bikes, games, puzzles, and more. New products include paper party goods, fashion accessories, bedding and room décor from Franco, and interactive games from Gamemill.

Cartoon network enterprises Cartoon Network Enterprises’ (CNE) Ben 10 franchise is in its sixth year. New details will be announced regarding the next chapter in the animated TV series, brand partnerships and extensions, and international initiatives. For the series Adventure Time, CNE will announce a comprehensive consumer products program. Building on last year’s strategic partnership announcement with Spin Master, CNE will highlight the toy maker’s portfolio of brands, led by the new Redakai 3-D trading card game and girls’ collectible toy Zoobles. With the Redakai game launch and animated series set to launch later this year, CNE will meet with partners to discuss strategy and timing behind the consumer product rollout. CNE will also announce partners in apparel and back-to-school. For Zoobles, CNE is actively meeting with partners to extend the brand into a range of consumer products categories.

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a Redakai card

Licensing Show 2011 CBS ConSumer ProduCtS CBS Consumer Products continues to translate its portfolio of popular film and television properties into new, interactive platforms and integrated product programs. The bebe for 90210 apparel collection, worn on-air by the 90210 actresses, will feature new programs this year. Also this year, Survivor: Live opens at Six Flags theme parks, and the new Showtime portfolio, featuring Dexter, The Borgias, Weeds, Californication, and Nurse Jackie, expands categories and retail channels targeting the network’s affluent consumers. Klingon Monopoly from USAopoly CBS Consumer Products will join classic TV fans in celebrating the 60th Anniversary of I Love Lucy under its Television City banner this year along with milestone anniversaries for Cheers and Mighty Mouse in 2012. The Star Trek brand expands its interactive gaming platforms with last year’s launch of the Star Trek Online MMO (massively multiplayer online game), IGT’s new online casino slots, and an upcoming free-to-play browser game from Gameforge all leading up to the JJ Abrams’ Star Trek sequel, which will hit theaters in summer 2012. New Star Trek apparel, board games, character busts, and collectibles will also be available this year. PPW Toys will introduce the first Mr. Potato Head toy line based on the most popular characters from the original series and The Next Generation. The line will be available in the U.S. and Canada. Titan Merchandise will create busts based on characters from all eras of Star Trek that will be sold across North and South America, Europe, Asia, Africa, India, the Middle East, Iceland, and the Pacific Islands. Bandai will offer card deck-building games in the U.S. and Canada based on the original series and The Next Generation. USAopoly brings Star Trek to the classic game of Monopoly. Klingon Monopoly will be available in the U.S. and Canada. Mighty Fine will create a line of knit tops, T-shirts, hoodies, and fleece for the U.S. Pez Candy will release a Pez collector’s set next year to celebrate the 25th anniversary of The Next Generation in the U.S.

PreCiouS momentS Precious Moments, Inc., brings Love Bugs to licensing. Precious Moments Love Bugs were first introduced to the market in the fall of 2009, and the company is now on its third line of Love Bugs characters. The Love Bugs are a group of friends who live in a garden, spending their days helping the plants and flowers thrive. Once in a while, the grouchy old stink bug will make an appearance and the Love Bugs must work extra hard to get the garden back in shape in time for their next garden party. The popularity of the Love Bugs has created licensing opportunities in a variety of product categories. A number of licensees have already signed on to manufacture craft and hobby kits, coloring books, board books, and confections. Love Bugs are geared toward girls ages 3–6.

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licensing show 2011 BiG TenT enTerTainmenT Big Tent Entertainment expands its licensing program for Domo, bringing on board new licensees this year. The renewal deals for the property include Concept One and Dark Horse Comics, as well as new licensees Abrams (calendars, books), Advanced Graphics (cardboard standees, wall jammers), Classic Imports (home décor), Elope (costumes), Gramify (mobile voice greetings), Hori (video game accessories), License2Play (plush, novelty items, and select games), MTC Marketing (outerwear), PS Brands (fashion accessories), Coveroo (laser engravings), and Music Skins (mobile accessories). In addition, Domo can be found in the Facebook game Planet Domo and on the iPhone. A line of Domo-inspired virtual goods are available on the WeeMee Avatar Creator app from Virtual Greats. Big Tent will continue to expand the Domo licensing program in fashion, video games, casual games, electronics, and home décor. Internationally, Domo has programs in Mexico, the UK, and Australia/New Zealand. For the back-to-school season in Mexico, Best Trading and Musul signed on for school supplies. The UK’s Forbidden Planet will run a Domo promotion in its stores. Stella Projects and Jay Jays are two licensees for Australia/New Zealand. As the U.S. licensing agent for TLC, Big Tent is spearheading licensing efforts for the overarching TLC brand as well as the network’s lineup of programming and sub-brands. Big Tent will focus on key categories such as home and organization, cooking, fashion, and weddings. As an extension of the network’s baby programming, the new TLC Baby brand is dedicated to providing parents with all the essentials to care for and raise their baby. The first product line to launch under the new TLC Baby franchise is with Spuds, Inc., a producer of all-natural infant and toddler feeding products. The organic collection features plates, bowls, dishes, utensils, sippy cups, bottles, pacifiers, teethers, and storage containers. Big Tent is focused on securing several foundation partners for the TLC Baby brand across multiple categories including learning and development, health and safety, bath, feeding, electronics, furniture, room décor, bedding/blankets, layette, and apparel.

Guinness World records Guinness World Records is translating its entertainment content into licensing extensions. The company kicked off the year with a deal to bring its record-breaking content into schools through an agreement with Carson-Dellosa for a new line of superlative workbooks. A deal with Cedar Fair Entertainment will bring Guinness World Records LIVE! to a number of North American theme parks this summer. Guinness World Records Challengers, a website that allows people to compete for records online, will enter the U.S. this year with several key marketing partnerships. Also, new versions of the Guinness World Records and Guinness World Records Gamer’s Edition books will make their way to the iPad, iPhone, and variety of eReaders this fall.

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Licensing show 2011 Discovery communications Discovery Communications and its licensing agent, The Joester Loria Group (TJLG), plan to broaden the already-existing pet and lifestyle programs for Animal Planet and develop new merchandising programs that enable individuals to integrate their love of animals into their everyday lives. Some of the core focus areas for the Animal Planet licensing program over the next year will be publishing and pet. Recently, pet product deals including toys, accessories, grooming, and odor removal were signed on behalf of the Animal Planet brand with All for Paws, Fabuleash, and Pearlessence. Going into the end of this year and into 2012, Discovery will continue to develop a multifaceted licensing program including digital media, toys, and publishing based on popular programs including Mythbusters. The 25th anniversary of Shark Week in 2012 is also a priority. As part of the relaunch of DiscoveryKids.com, Discovery Kids will unveil an array of innovative gaming initiatives that tie into the brand’s “explore the world around you” theme. The new online offerings follow on the heels of Seek Your Own Proof, Discovery Kids’ first online community and game that engages kids in investigating history and science as secret agents through online and real-world missions. Expanding on the activities featured in the online version of the game, Discovery Kids launched two iPhone applications this spring—Discovery Kids: Agent Arcade and Discovery Kids: Field Missions. This year, Big Tent Entertainment is also expanding the Discovery Kids brand into the home textiles category with licensees Franco Manufacturing and Cosrich Group, Inc. Franco Manufacturing signed on to create rugs, draperies, blankets, bath and beach towels, throw blankets, and vinyl placemats inspired by the brand, while Cosrich will release a line of bath activity products including soap, body wash, bubble bath, shampoo, bath crayons, sponges, stone paper sheets, fizzing bath rocks, and foam pieces for kids using ecofriendly materials and packaging. Big Tent is looking to expand the licensing program for Discovery Kids in the following categories: video game and MMO, electronics, apparel, home décor, outdoor sport, food, and promotional partnerships.

Hasbro Hasbro, Inc., and Ruckus Mobile Media announced a strategic licensing agreement under which the companies will collaborate in developing interactive storybook applications based on Hasbro brands across all digital platforms. The first three children’s storybook apps—Tonka Chuck and Friends, My Little Pony, and Transformers Prime—debuted in May and feature interactive storytelling, including title-specific activities, coloring, and read-andrecord functions. The apps were built organically for mobile devices, weaving original storylines into overarching series themes and incorporating the latest in touch-screen technology to keep content fresh. Ruckus Mobile Media has been granted worldwide rights in English-speaking markets and released the Hasbro children’s storybook apps across a variety of popular mobile platforms, including Apple’s iOS and Google’s Android.

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Licensing show 2011 chorion Headlining Chorion’s 2011 portfolio is animated action-adventure property Octonauts. The preschool series airs on CBeebies (UK), TF1 (France), ABC (Australia), and Discovery Kids (Latin America), and is set to air on Disney Junior (U.S.) next year. Fisher-Price, Chorion’s master toy partner, will launch a new toy range this year. With initial rollout in the UK in August, the line includes a range Octonauts of figures, vehicles, and playsets. The toy line includes poseable figures and colorchange creatures, plus interactive vehicles for playtime in water or on land. Publisher Simon & Schuster (UK) launched initial TV tie-in books in March, with further titles planned for launch throughout the year. Olivia, the 3-D CGI-animated children’s television series based on the books by Ian Falconer, airs globally in more than 130 countries. New toys, apparel, accessories, and books tied to the new DVD special Olivia—Princess for a Day will launch at retail this fall. Other new product introductions include sporting goods, Halloween costumes, stationery, cake décor, iPhone and iPad apps, sound books, and audio books. Last year Chorion’s preschool series Gaspard and Lisa launched on TF1 France, and it is set to air on Disney Junior (U.S.) in 2012. The series is based on the books written and illustrated by the husband-and-wife team of Anne Gutman and George Hallensleben, which are published by Hachette Jeunesse. Chorion is currently developing the consumer products program for the U.S., France, and other international markets, following a successful licensing campaign in Japan. The Mr. Men and Little Miss brand celebrates its 40th anniversary this year with the brand new title Little Miss Princess from publishers Penguin and Egmont. New introductions in apparel and accessories will follow, with collectible plush from Posh Paws launching in August and plans for a collector’s set DVD and 40th anniversary book box set.

Giochi Preziosi GrouP Giochi Preziosi Group’s boys’ property, Gormiti, has a roster of established licensees, with more opportunities emerging as the first series of the TV show launches in new territories, and the second and third series carry on the adventures across the world. The third TV series The Neorganic Evolution is already broadcasting in Italy and will be hitting screens on more major worldwide TV channels this fall. Puppy in My Pocket: Adventures in Pocketville is a TV series co-produced by Giochi Preziosi, Mondo TV, and MEG. The brand has secured numerous international licensing deals in its first year. The cartoon series will hit the screens in EMEA this summer on Turner’s TV channels and will follow across the globe on many paid-for and free-for-view channels. Licensing and merchandising for Puppy in My Pocket: Adventures in Pocketville is managed by the Giochi Preziosi Group in Europe, Africa, and the Middle East and by Licensing Works! for the rest of the world.

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Licensing Show 2011 CLaSSiC media Classic Media’s Where’s Waldo? gears up for its 25th anniversary next year. The pop-culture icon will be seen around the world in publishing, mobile, apparel, stationery, and other key categories. Ludia released the new app Where’s Waldo? in Hollywood. A new consumer products program will roll out for the animated preschool series Tinga Tinga Tales. The show launched in the U.S. on Disney Junior earlier this year. The consumer products program began rolling out in the UK across more than a dozen leading categories, including toys (Bandai as global master toy partner), publishing (Penguin Group as global master publishing partner), apparel, games, and more. Key lines rolled out in France in April. Consumer products partners lined up for the Sweetpea Beauty’s U.S. launch of Tinga Tinga Tales, including Ravensburger (puzzles), Pressman Toy Corporation (games), Castle from Box and University Games (Colorforms activity products). Creations Voltron, the 1980s TV series, returns as the all-new animated series Voltron Force. It will debut in the U.S. on Nicktoons and with other key broadcasters worldwide this year. A roster of licensees, led by Mattel and THQ, are on board to reintroduce Voltron to a new generation. Mattel will develop toy lines based on the classic Voltron and new Voltron Force. THQ’s first game is scheduled for release this fall. Joining these global partners for the U.S. launch are The Bentex Group via its Extreme Concepts division (T-shirts/tops) and its Dreamwave division (swimwear/sleepwear), Rubie’s Costume Company (costumes), VIZ Media (kids’ graphic novels for Voltron Force), and Dynamic Forces (new comic books and graphic novels for classic Voltron). Big Idea Entertainment, a member of the Classic Media family, will expand the licensing program for its VeggieTales brand. Big Idea recently inked deals with several new licensing partners across key categories, including floor and tabletop cardboard playsets from Box Creations, GigglePOD interactive kid’s video booths from Primary Leisure Global, and removable wall art from Brewster Home Fashions, in addition to deals with Golden Chair for children’s furniture and DayWind for karaoke CDs. Product will be at retail this summer.

Ludorum Ludorum continues to expand the global licensing program for Chuggington. A comprehensive U.S. consumer products program will begin to roll out this year. Twenty-five partners have come aboard, including Hallmark, Crayola, MEGA Brands, Freeze, Hedstrom, and more. Just one product example from licensee Learning Curve is the Chuggington Interactive Railway All Around Chuggington Set. Featuring spiral elevation and 60 pieces, this set has a three-foot layout and three interactive train stops: a loading yard, a tower platform, and a roundhouse with interactive Vee figure. It also includes an interactive Wilson engine, hopper car, and six pieces of cargo. Vee and Wilson recognize and react with other Chuggington Interactive engines and train stops. The set features more than 250 sounds and phrases when used with other Chuggington Interactive products. It is for ages 3 and up.

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licensing show 2011 NickelodeoN coNsumer Products Nickelodeon Consumer Products (NCP) will unveil products and new merchandising partners for its new and established properties, including Teenage Mutant Ninja Turtles, Winx Club, Team Umizoomi, and Victorious. Coming off of the global licensing success of Dora the Explorer’s 10th anniversary in 2010, NCP Dora the Explorer will introduce a broad new lineup of toys from Fisher-Price and MEGA Brands. The new products will include Dora the Explorer-themed fashion dolls with corresponding books and fashions, a new roleplay kitchen, construction sets, and more. SpongeBob SquarePants is the inspiration for new toys from LEGO, Hasbro, THQ, and Cardinal. SpongeBob-themed building sets, construction toys, and video games will be featured in the new product lineup. Master toy licensee Spin Master and Sakar International announced toy lines that will feature innovative Victorious products, such as fashion dolls, playsets, and consumer electronics for fans of the show.

Hit eNtertaiNmeNt This fall a new Thomas & Friends CG-animated feature-length movie, Day of the Diesels, will debut on DVD (U.S.–Lionsgate Home Entertainment) around the world. Thomas & Friends licensees worldwide will create more than 75 tie-in products, including books, games, engines, playsets, apparel, bedding, and accessories. Day of the Diesels mobile and tablet applications are scheduled for this year, as well as e-books launching from Random House. A new feature DVD release, Angelina Ballerina The Shining Star Trophy, debuts in August. New games and puzzles are launching this year from I Can Do That! Games. Angelina Ballerina also launched Mike the Knight a new story-inspired app globally this spring. Angelina Ballerina The Musical will travel to select cities in North America this year. HIT’s partnership with the Dizzy Feet Foundation to create the Angelina Ballerina Stars of Tomorrow dance program—piloted by HIT Entertainment at the Kips Bay Boys & Girls Club in Bronx, New York in 2010—has expanded to additional Boys & Girls Clubs locations across the nation. HIT Entertainment and Corus Entertainment’s Nelvana Studio teamed up to produce 52 12-minute episodes of Mike the Knight, a new preschool series set in the medieval land of Glendragon. With his rallying cry, “Be a knight, do it right!”, Mike brings the excitement and enchantment of medieval times into the life of the modern preschooler. Mike the Knight has begun production and will be delivered to broadcasters this fall. To date, the series will air on CBeebies in the UK, preschool network Treehouse in Canada, The ABC in Australia, SVT in Sweden, NRK in Norway, and DR in Denmark, with additional territories to be added. Nelvana Enterprises will represent the series in broadcast and home entertainment in Latin America and France, as well as broadcast in the U.S., while HIT Entertainment will represent Mike the Knight in all other territories globally. More than 20 licensees have signed on, including Character Options as master toy licensee in the UK and Simon & Schuster as global publishing partner.

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Licensing show 2011 Fox consuMer Products

The Simpsons

Fox Consumer Products helps The Simpsons celebrate its 500th episode this year, while Family Guy will celebrate its 10th anniversary. On the big screen, Alvin and the Chipmunks are Chipwrecked, Scrat triggers a world-changing cataclysm in Ice Age: Continental Drift, and from Blue Sky Studios comes an all-new animated tale called Leaf Men. Tim Burton presents the 3-D action-thriller Abraham Lincoln: Vampire Hunter, and Ridley Scott helms the epic sci-fi film Prometheus.

Mga entertainMent MGA Entertainment granted Activision Publishing, Inc., the exclusive worldwide rights to develop, manufacture, and distribute video games based on the Lalaloopsy brand and characters. The agreement covers entertainment software products across multiple platforms such as handheld, console, and connected platforms, as well as PC and mobile devices. The new Lalaloopsy video games are expected to debut this holiday.

King Features syndicate King Features Syndicate is focusing on licensing programs for its representation agreements with Brazilian pop culture artist Romero Britto, The Art of Todd (Goldman), and award-winning illustrator Elwood H. Smith. King Features evergreen properties include Popeye. The brand has been seen in all levels of fashion. Oysho produced several collections of women’s nightwear, underwear, and accessories, and Benetton developed a full range of children’s outerwear, underwear, and sleepwear. Junk Food has placed Popeye children’s shirts in Old Navy, GapKids, and babyGap. King Features has been raising the profile of Baby Boop, the infant version of the Betty Boop brand. Both in the United States and internationally, new agreements have been signed for infant apparel and accessories, baby care products, gifts and stationery, and learning and Elwood’s World from illustrator Elwood H. Smith exploration products. Beetle Bailey made the journey from classic comic strip to high-concept, limited-edition menswear fashion line. Created by Darren Romanelli, The Real McCoys, and King Features, the collaboration was unveiled at Project NY. The program continues to unfold with a major retail partner to be announced soon.

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Licensing show 2011 thE Jim hEnson Company

Pajanimals

Relaunched in the Henson family brands library is the children’s series Pajanimals. The series, featuring four cuddly musical puppets, is currently in production as a new half-hour series for the Sprout network to air this October. The series focuses on the four Pajanimals characters as they venture out on journeys of discovery only to return to bedtime each evening. There is currently a Pajanimals DVD (NCircle Entertainment) available in Toys “R” Us and Babies “R” Us. The DVD will have broad distribution in August, including through grocery and drug store chains. The Jim Henson Company will continue to develop a global licensing program for Pajanimals with an aim to launch new merchandise in Q3 2012. The Jim Henson Company will develop products that mirror the concepts of the show in categories including toys, publishing, sleepwear, slippers, bedding, bath, personal care, and developmental. New DVD titles, music, and digital applications are also in development. Among the recent Dinosaur Train merchandise rollouts are the Dinosaur Train World Tour DVD, new collectibles from Learning Curve, MEGA Brands construction toy sets, and Uncle Milton Egg Hatchers and Dino Poop. DecoPac and Hallmark greeting card and gift bag lines are also available. Penguin and Random House continue to release books, and The Jim Henson Company has finalized new publishing agreements with PIL and Reader’s Digest. The Jim Henson Company continues to build its Fraggle Rock franchise’s licensing program. The series continues to air on The Hub in the U.S. An animated spin-off series, The Doozers, is in development. The current Fraggle Rock licensing program includes adult T-shirts, accessories, home décor, adult Halloween costumes, plush toys, puppets, and more. Archaia Studios Press will continue to introduce new Fraggle Rock graphic novels in 2011, and a new line of scents, through Black Phoenix, will also be introduced later this year.

Pocoyo toys

Zinkia EntErtainmEnt

Zinkia Entertainment continues to build Pocoyo on a global scale with new strategic partnerships, new product lines, new content, digital expansion, and strategic marketing campaigns. Pocoyo is the newly announced Global Kids Ambassador for the World Wildlife Fund’s Earth Hour “Beyond the Hour” 2011 campaign. Bandai America, master toy partner in the U.S., debuted a line of toys at Toys “R” Us, including SwiggleTraks, a colorful, flexible racetrack. SwiggleWheels are motorized vehicles that run on the SwiggleTraks. Also new are DVD releases from NCircle Entertainment and soon-to-beannounced key publishing and apparel licensees. Advance plans for the U.S. for 2012 and 2013 include new SKUs from Bandai America, the release of the video game Pocoyo Circuits, and the Pocoyo theatrical 3-D feature release.

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Licensing Show 2011 marveL entertainment Marvel Entertainment’s major initiatives include a licensing and merchandising campaign to support Marvel Studios’ upcoming theatrical slate, a sequence of individual Marvel franchise films culminating with the multi-character movie The Avengers on May 4, 2012. Marvel will establish the Avengers Assemble initiative as the tent pole franchise that will help drive licensed product sales through 2012 and beyond. Marvel is positioning Avengers Assemble as an umbrella theme that will provide licensees and retailers the opportunity to develop integrated, long-term consumer products programs based on the individual films and the overall story arc. With partners already on board for portfolio-wide programs, including master toy licensee Hasbro, Hallmark for social expressions, Franklin for sporting goods, and Maisto for die-cast toy vehicles, Marvel is looking to assemble a roster of licensees across all core categories, as well as innovative retail and co-branded programs. Marvel is building a comprehensive licensing and merchandising program to support its slate of TV animation, highlighted by The Super Hero Squad Show. With customized style guides providing fresh art, Marvel continues to develop full licensing and merchandising programs across all key categories, with both new and existing partners, along with promotional and retail plans to support its slate of animated series. Gazillion Entertainment has developed a massive multiplayer online (MMO) game based on The Super Hero Squad franchise, which is scheduled to launch shortly. Marvel is currently looking to secure new deals to develop merchandise based on the unique look of the property. Marvel will be creating innovative retail partnerships to support The Super Hero Squad franchise.

Sony PictureS conSumer ProductS The upcoming movie slate from Sony Pictures includes The Pirates! Band of Misfits, which tells the story of the luxuriantly bearded Pirate Captain. With his rag-tag crew in tow, he goes on a quest from the exotic shores of Blood Island to the foggy streets of pirate-hating Victorian London, battling a diabolical queen and teaming up with a haplessly smitten young scientist. The 3-D, CG-animated family comedy Arthur Christmas, an Aardman production for Sony Pictures Animation, reveals the answer to every child’s question: How does Santa deliver all those presents in one night? The answer: Santa’s exhilarating, ultrahigh-tech operation hidden beneath the North Pole. In Hotel T, Dracula owns a hotel where the world’s monsters can relax in a human-free environment. But Dracula’s teenage daughter Mavis wants to leave the nest and explore the world beyond the hotel. Dracula’s plans to keep Mavis home go horribly wrong when a curious young traveler named Jonathan finds the hotel and falls for Mavis. The Smurfs make their first 3-D trip to the big screen in Columbia Pictures/Sony Pictures Animation’s hybrid live-action and animated The Smurfs. When the evil wizard Gargamel chases the Smurfs out of their village, they’re forced through a portal out of their world and into ours, landing in the middle of New York’s Central Park. The Smurfs must find a way to get back to their village before Gargamel tracks them down. Ubisoft will develop and publish a video game based on the movie for the Wii and Nintendo DS.

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licensing show 2011 NelvaNa eNterprises Beyblade: Metal Fusion, the boys’ animated action series from Nelvana and d-rights, has been placed on broadcast networks in more than 45 countries. More than 100 international licensees have signed on for the property, including Konami, Basic Fun, Tech4Kids, Top Toy, Van der Erve, Leomil, Panini, Belltex, Ravensburger, and Cartorama. Available categories vary by country but include apparel, accessories, party goods, sports equipment, and home furnishings. Regional Beyblade battle tournaments from master toy licensee Hasbro will begin in the late summer in the U.S. Winners will be sent to the national tournament at New York Comic-Con on October 16.

paramouNt liceNsiNg Paramount Licensing seeks licensees worldwide for a large roster of upcoming film releases, including the remake of Footloose, which is slated to hit theaters October 14, 2011. Ren McCormack (played by newcomer Kenny Wormald) is transplanted from Boston to a small southern town where he experiences a heavy dose of culture shock. A few years prior, the community was rocked by a tragic accident involving local teens and responded by implementing ordinances that prohibit loud music and dancing. Ren challenges the ban, revitalizing the town and falling in love with the local minister’s daughter Ariel (Julianne Hough) in the process. From Academy Award-winning director Martin Scorsese comes a film based on the children’s book and New York Times bestseller The Invention of Hugo Cabret. The movie tells the story of an orphan boy named Hugo who lives in the walls of a Paris train station. A cryptic drawing, a treasured notebook, a stolen key, and a mechanical man form the backbone of this mystery. The Invention of Hugo Cabret is scheduled to be in theaters November 23, 2011. Steven Spielberg will direct The Adventures of Tintin, the story of a daring young investigative reporter named Tintin who, with his dog Snowy, will stop at nothing as he solves mysteries. Produced by Peter Jackson and based on the classic comic and characters created by Belgian artist Hergé, this film features motion-capture technology from Jackson’s company, Weta Digital. The Adventures of Tintin is slated to be in theaters December 23, 2011. Paramount Licensing has exclusive merchandise rights representing the motion picture and has already signed a roster of consumer products and publishing licensees tied to the film launch. Licensees include The Noble Collection (collectibles), Ravensburger (puzzles and games), Rubie’s (costumes), Ty (plush), Unilever France (mustard sold in collectible glasses), Weta/Harper Collins (artwork book), Danilo (calendars), Nikko (remote-controlled vehicles), and many more. This year is the 50th anniversary of Breakfast at Tiffany’s. With several commemorative events later this year, the licensing program expands through a multi-product deal with Culturenik and a gift product deal with Vandor for sale in Barnes & Noble.

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licensing Show 2011 Mattel

and

FISher-PrIce

Noir Barbie jewelry

Titan Magazines is a new partner for Mattel’s Barbie brand, publishing Barbie Magazine. The all-new magazine includes stories, puzzles, posters, do-it-yourself crafts, and free stickers in every issue. The editorial journal from Little, Brown Books for Young Readers reveals the secrets of the students of Monster High and prompts girls to capture their creative inspiration while offering beauty tips, inspirations, fashion tips, and do-it-yourself projects. Barbie and Noir are partnering to bring fashionable accessories to fashionistas. Designer Leeora Catalan wanted the new Barbie collection to represent Barbie, but also have a slight edge. The collection features signature items including a Barbie Dream House ring and will be available at department stores and high-end specialty boutiques. Mattel and JEM Sportswear (Awake, Inc.) have collaborated to introduce a line of tween girls’ sportswear and fashion tees inspired by Monster High. JEM will create fashion tops, tees, tanks, and hoodies with specialty washes and silhouettes, along with lace, studs, and glitter embellishments. Singer-songwriter Jewel, in partnership with Fisher-Price and Somerset Entertainment, will release a new album for children entitled The Merry Goes ’Round. Jewel wanted to write an album for her son that would grow with him through different stages of development—from up-tempo songs for dancing to storytelling lyrics and songs with good morals. Jewel also wanted an album that could entertain the whole family. The album will include more than 15 songs, featuring four classics including “The Green Grass Grows All Around” and “My Favorite Things,” plus new songs, embracing such diverse musical styles as bossa nova, country, folk, and Dixieland.

Sakar InternatIonal Sakar International announced a licensing agreement to create branded youth electronics featuring Heathcliff, the 1970s comic-strip cat. The property is managed by FitzRoy Media. Heathcliff will star on Sakar-developed digital products and accessories including earbuds, headphones, flash drives, cameras, cases, and sleeves for portable devices. A variety of other SKUs is scheduled to be in stores in Q1 2012. The license comes as FitzRoy Media rolls out new Heathcliff content slated to include DVDs, games, live-action/CGI feature films, eBooks, and an animated TV series. Maxx The Sock Monkey, the plush monkey created by Street Players Holding Corporation, will be on branded youth electronics under a license agreement between Street Players and Sakar International. Two dozen Sakar SKUs ranging from molded monkeyshaped earbuds and fuzzy headphones to computer accessories, cases, and cameras are scheduled for an early 2012 release. Earlier this year, Sakar released a line of branded electronics for Street Players’ Gummy Bears brand. The products simulate the pliable feel and vibrant color palette of the popular gel candies, with SKUs including earbuds, MP3 players, walkie-talkies, and digital photo frames that replicate the Gummy Bear shape.

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licensing show 2011 the WildfloWer Group The Wildflower Group will develop a comprehensive new licensing and merchandising program for Cut the Rope, the physics-based app game that challenges players to feed the candy-hungry monster by cutting the rope that holds the candy. The Wildflower Group is currently in discussions with potential licensees for Cut the Rope board games, card games, and puzzles; back-to-school, stationery, and other paper products; sleepwear, loungewear, and boxers; publishing; food and candy; and accessories. Commonwealth Toy & Novelty will produce soft/plush toys and accessories, PVC toys and accessories, activity sets, room décor, and balls. Changes is currently placing Cut the Rope product at retail chains nationwide in the following categories: T-shirts, sweatshirts, fashion Cut the Rope tops, and track jackets for kids, teens, young adults, and adults. The Wildflower Group was named as the official licensing agency for Girl Scouts of the USA, which is celebrating its 100th anniversary in 2012. The agency will expand upon Girl Scouts’ existing licensing business by developing a strategic merchandising program that delivers new branded products to retail this fall. A limited-edition Girls Scout Thin Mints Cookies ice cream cake is available at Friendly’s locations and various grocery store chains in the northeastern U.S. Licensee Charisma will launch a collection of five 18-inch Girl Scout dolls. Aspire Brands’ Lip Smacker lip products feature balms based on five of the most popular Girl Scout cookie flavors. Girl Scout craft sets from Colorbök launch this holiday.

CharaCter Vision Character Vision represents Awkward Family Photos, a website started in 2009 that celebrates awkward family photos. The site receives millions of submissions and visits from around the world. Awkward Family Photos has created custom marketing campaigns for Universal, Sprint, Old Navy, Virgin America, Sony Pictures, MGM, Wendy’s, NBC, and Warner Bros. These campaigns have included themed photo contests, custom micro-sites, social network programs, and offline interactive promotions. Awkward Family Photos the book was published by Random House (Three Rivers Press) last year. Awkward Family Pet Photos will be released in November and a third Awkward book will be published in 2012. Sony Television and ABC are developing a scripted Awkward Family Photos TV show. Target and other retailers carry Recycled Paper’s Awkward Family Photos greeting card line. 2012 Andrews & McMeel desk and wall calendars will go on sale next month. The official Awkward Family Photos board game (developed with Eric Poses, creator of the game Loaded Questions and president of game company All Things Equal, Inc.) will also be available next month. Mighty Fine is developing an Awkward Family Photos T-shirt line. Creative Imaginations will distribute the Awkward Family Photos scrapbook in December. Sister site AwkwardFamilyPetPhotos.com has partnered with AOL to feature co-branded videos on the AOL homepage throughout the year.

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Licensing show 2011 Disney Consumer ProDuCts On June 24, Disney-Pixarâ&#x20AC;&#x2122;s Cars 2 hits theaters, bringing back Lightning McQueen and Mater, plus a whole new group of characters and storylines. Beyond the all-new merchandise assortment releasing with the film, Disney Consumer Products (DCP) will continue to support the Cars franchise with new content across media platforms, such as new theme park attractions and new product lines. Starting this summer, The Story Begins With You campaign will kick off a series of entertainment content and promotions for the Disney Princess franchise. In the fall, an all-new TV special on Disney Channel, Disney Fairies and the Pixie Hollow Games, will debut. From Phineas and Ferb to Shake It Up, Disney Channel-inspired properties will introduce new product line assortments at retail leading into 2012. Additionally, with the January 2012 launch of Disney Junior, Disneyâ&#x20AC;&#x2122;s first 24-hour cable channel focused on preschool programming, DCP is developing licensing programs to launch merchandise in conjunction with new series in fall 2012. In 2011, the Winnie the Pooh franchise will be driven at retail through a companywide effort that will bring new focus and take Pooh back to its roots. With the release of the Winnie the Pooh film in July, an updated merchandise program, and a successful digital book application, the Winnie the Pooh franchise offers incremental licensing opportunities through the DVD window and new programming on Disney Junior. The Mickey Mouse franchise will thrive from added focus through Disney Junior programming, which will multiply the reach and frequency of this classic character and serve up new licensing opportunities for Mickey and friends.

LisLe internationaL ZhuZhu Pets, the creation of St. Louis-based firm Cepia LLC, has grown from the original four interactive hamsters into a whole Zhuniverse of pets and playsets. This has led to a worldwide ZhuZhu Pets licensing program with a wealth of merchandised product entering the market and further opportunities available for prospective licensees. Lisle International is the master licensing agent outside of the Americas for ZhuZhu Pets. (Cepia handles licensing in North and South America.) Lisle has appointed sub-licensing agents in important territories to ensure solid coverage across the markets. These sub-licensing agents include Character Licensing & Marketing for South Africa, Stella Projects for Australia and New Zealand, and Kidz Entertainment/EEMC for Nordics and Eastern Europe. The latest developments for the brand include the new 72-minute 3-D, CGI-animated The Quest for Zhu to be released on DVD this year and a second movie for 2012 called Power of Zhu.

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Licensing Show 2011 Bradford LicenSinG Cuauhtémoc Moctezuma (CM), a brewery with a long track record and tradition in Mexico, announced a partnership agreement with Bradford Licensing. Bradford was chosen because it understands CM’s goal to differentiate strategies for each of the brands and has the expertise and experience to develop and implement the program in the U.S. and, in the future, globally. CM’s licensing program is part of the brands’ marketing mix that aims not only to strengthen consumer engagement by offering them products of premium quality, superb design, and high value, but also to contribute to brand equity building. This licensing partnership will enable Bradford to negotiate deals, lead the product development process, and represent the trademarks with retailers on behalf of CM. As of this year, the licensing program will leverage on brand marketing platforms such as the Dos Equis communication campaign of The Most Interesting Man and Tecate’s sponsorships of top boxing matches. Licensing opportunities will be available in several categories including apparel, fashion accessories, and leather goods.

TK Brand Group Tamra Knepfer’s TK Brand Group, which opened in April, offers brand management expertise, specializing in licensing and brand marketing services for entertainment and character properties, corporate brands, and fashion, art, and lifestyle programs. TK Brand Group was named the worldwide licensing agent of record for Sqwishland. TK Brand Group is building the foundation for the Sqwishland licensing program, securing licensees in plush, toys and games, video games, and key softline categories. Crowded Teeth, from designer Michelle Romo, has a successful program at higher-end specialty accounts thanks to licensees Loungefly, HOW Books, Pink Ghost, Creatives, Inc., and Sigema. TK Brand Group looks to build upon this success with key licensees in apparel, toys/collectibles, stationery, kitchenCrowded Teeth bag by Loungefly ware, greeting cards, jewelry, and footwear, all targeting mid-tier and up, with products for young children through young adults. TK Brand Group also represents Wendy L’Belle Brands, including Ugly Little Empire and L.A. Tude. L’Belle expands the Ugly Little Empire to offer a more diverse cast of characters for teens and tweens, from sweet and innocent characters to bolder, more mature and edgy characters. This fashion brand will launch through apparel at Hot Topic and high-end specialty stores. L.A. Tude is a flirty and fun brand for young women and juniors, featuring a collection of 12 fashionistas who mirror different glamorous L.A. lifestyles. The brand will be introduced into new categories such as HBA with fragrances and cosmetics, plus accessories in 2012. Roman Dirge’s comic series inspired by the Edgar Allen Poe poem Lenore tells of Lenore’s unlife and adventures with her odd collection of friends. Lenore expands with 23 video shorts, produced by Sony, and a major feature film in development. TK Brand Group is looking to leverage the unique art style and popularity of both Lenore and Roman Dirge, as well as the success the brand has had at Hot Topic and in international markets, to develop products.

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ameriCan GreetinGs ProPerties Last year, American Greetings Properties’ (AGP) Strawberry Shortcake celebrated 30 years with a partnership with Alex’s Lemonade Stand Foundation to raise funds for childhood cancer programs, an exclusive 30th anniversary doll collection, a new DVD introduction, and a mommy blogger event. AGP also found a new home on The Hub, a joint venture between Discovery Kids and Hasbro. Strawberry Shortcake, Twisted Whiskers, and Maryoku Yummy play a prominent role in the channel’s programming. New this year for Strawberry Shortcake is the second season of Berry Bitty Adventures. Copyright Promotions Licensing Group (CPLG), licensing arm to Cookie Jar Entertainment, continues to work with American Greetings as the global licensing agent for Strawberry Shortcake. There are nearly 500 licensees worldwide, including global licensing partners Hasbro and Fox Home Entertainment. Maryoku Yummy is the star of the girls’ preschool television series of the same name, which premiered on The Hub network last fall. Maryoku and the other Yummys reside in the magical world of Nozomu where they are wish-sitters who nurture and take care of wishes until they are granted. Since their introduction as characters on a line of greeting cards, the Twisted Whiskers characters have been brought to life through a television series on The Hub. The wacky CGI-animated cartoon features dogs, cats, and other animals in ridiculous and absurd situations. There is always a “twist” at the end of every episode.

Warner Bros. Consumer ProduCts Leading Warner Bros. Consumer Products’ (WBCP) portfolio of entertainment properties is The Dark Knight Rises, slated for a summer 2012 release. WBCP, DC Entertainment, and Nick Grace of Water Lane Productions Ltd, teamed up to produce Batman Live—an action-packed live stage show that will tour arenas around the world. Green Lantern hits theaters on June 17 and is supported by master toy licensBugs Bunny and Daffy Duck in The Looney Tunes Show ee Mattel and other licensees worldwide. Next year a new CG series, Green Lantern: The Animated Series, will be part of Cartoon Network’s new DC Nation programming block, featuring the DC Comics library of character properties. A new initiative for Looney Tunes includes a new animated series, The Looney Tunes Show, on Cartoon Network. Also set to air on Cartoon Network this year is ThunderCats, a 21st century re-imagining of the 1980s action classic, with global master licensee Bandai America, along with licensees worldwide. Scooby-Doo and Hanna-Barbera remain core properties, along with Harry Potter. Harry Potter and the Deathly Hallows—Part 2 hits theaters on July 15.

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licensing show 2011 Paradox entertaInMent Conan the Barbarian returns in a new movie in August. New licensees for the classic and new film include Trends (posters), Chillingo (iPhone game), Mondo Tees (posters), and Random House (movie tie-in book). Starz Entertainment’s Camelot is the story of Camelot that has never before been told. The series stars Joseph Fiennes, Eva Green, and Jamie Campbell Bower. Spartacus: Gods of the Arena is the prequel to Spartacus: Blood and Sand. It stars John Hannah, Lucy Lawless, Peter Mensah, and Dustin Clare. The next season of this series airs on Starz in January 2012. Licensees include Titan Publishing (novels), Museum Replicas (prop/costume replicas), Rittenhouse (trading cards), and Smiffy’s (costumes). Paradox also represents Torchwood from the BBC. Torchwood: Miracle Day, the fourth season of the series, premieres July 8 on Starz. This spin-off from the Doctor Who series stars John Barrowman, Eve Myles, Mekhi Phifer, and Bill Pullman.

desIgn Plus Design Plus extends its Icee and Slush Puppie programs into food categories, including Icee Fizzing Lollipops by Koko’s Confectionery. On the way for Icee and Slush Puppie is a line of dessert toppers and drink syrups by Vita Specialty Foods, Inc. Design Plus recently signed Post Foods cereals Golden Crisp Sugar Bear, Alpha-Bits, and Honey-Comb. Design Plus also signed Logotel.

VIZ MedIa VIZ Media celebrates its 25th anniversary next month. To celebrate 25 years, VIZ Media will unveil new properties, marketing programs, and distribution partnerships. The company will further diversify its library by licensing properties from other global content creators, as well as creating its own content. On the digital front, VIZ has created partnerships with Apple, Hulu, Netflix, Google, and more, creating new paths of distribution of manga and anime. The VIZ Media library includes franchises such as Naruto, Inuyasha, Pokémon, Dragon Ball Z, Yu-Gi-Oh!, Bleach, Vampire Knight, and Death Note. The manga titles are available at mass retailers everywhere and through VIZ Media’s free VIZ Manga App for the iPad, iPhone, and iPod Touch, the first manga-dedicated app in North America. Anime titles can be seen on Disney XD, Cartoon Network, and Adult Swim. They are also available for purchase on DVD at mass retailers; for download-to-own/download-to-rent via iTunes, PlayStation Network, Amazon Instant Video, and Zune on Xbox Live; and for streaming on the company’s own VIZAnime.com, Hulu, and Netflix.

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LucasfiLm Ltd. Lucasfilm Ltd. and Twentieth Century Fox announced that the 3-D theatrical launch of Star Wars Episode I: The Phantom Menace will be February 10, 2012. The movie’s scenes are suited to the immersive 3-D theatrical experience, from the Naboo invasion and the Tatooine Podraces to the lightsaber battle between Darth Maul and the Jedi. Supervised by Industrial Light & Magic, the conversion is being done with utmost respect for the source material, and with an eye for both technological considerations and artistic intentions.

Brand sense Partners Brand Sense Partners’ (bsp) automotive clients include Armor All. Armor All-branded car care products include automotive cleaning tools and accessories, wiper blades, garage flooring, automotive vacuums, and auto body restoration products. bsp is looking to secure partners for Armor All in the following categories: car covers, floor mats, seat covers, sun shades, and additional car accessories. The separation of the Dodge and Ram brands has created a new opportunity to focus on the strengths of each brand and to develop product lines that can better reach target customers. The launch of the Never Neutral campaign for Dodge affords a more assertive, no-excuses approach that over the long-term will create a broader lifestyle impression. bsp continues to grow the top categories of die-cast, R/C, toy, and video, and is looking to secure new partners in the apparel and accessories, interactive/mobile gaming, toys, and publishing categories. The Ram brand has expanded its model lineup to capture the essence of the truck buyer. Partnerships with brands such as Mossy Oak have created new opportunities in lifestyle and activity-related categories. bsp continues to grow top categories of R/C and toys while pursuing new partners in outdoor gear (camp/hunt/fish), tools/work wear, pet supplies, and gaming categories. Lionsgate Television teamed up with bsp to develop partnerships and lifestyle products inspired by Mad Men. bsp is looking to secure partners in the following categories: fashion accessories, home décor, furniture, stationery products, games, barware, and tabletop. bsp continues to extend Marlon Brando’s name and likeness across a multitude of categories, having recently signed agreements with Renault Automotive, Liu Jo Jeans, and Dolce & Gabbana. bsp is looking to secure partners in the following categories: apparel, collectibles, food and beverage, gaming, leather, and paper goods. The Hamilton Beach Brands, including Hamilton Beach and Proctor Silex, licensing program includes cookware, kitchen tools and gadgets, kitchen electrics, and microwave ovens, as well as the recent addition of compact refrigerators, wine refrigerators, and stick vacuums. bsp is looking to grow this licensing program in categories such as cutlery, mid-size kitchen appliances, water coolers, and children’s roleplay toys.

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Licensing Show 2011 Synchronicity Synchronicity will add Chris Hart Art, artwork from the best-selling author of How-to-Draw books, to its list of properties. Synchronicity is currently looking for licensees across all categories, including for the new Chris Hart Art Weebie Cheebie manga line of girls with tiny bodies, big eyes, and gigantic, colored hair. Synchronicity has signed new licensees for Toostie Roll, Toostie Pop, Sugar Daddy, Sugar Babies, Dots, Junior Mints, Blow Pops, and Mr. Owl. Licensees include Advance Graphics (stand-ups and wall clings), Dalmatian (footie pajamas), Dollop (Earth Magic cobranded children’s apparel and accessories in Japan), Fetch (canine T-shirts Vulture Kulture and fleece), Four Seasons Designs (scented and UV T-shirts and T-shirts sold by Dan Statler with gift with purchase), Horizon (iron-on transfers, appliqués, and embellishments), Life Clothing (kids’ and juniors’ T-shirts for specialty distribution), Planet Sox (flip flops, slippers, canvas shoes, rain boots, and socks), Play Visions (candy-shaped LED key chains), and Shalom International (infant products, gift wrap and bags, Halloween bags, and dinnerware). Innovative Designs will create Tootsie stationery items in time for Target’s Back-toSchool See. Spot. Save. event. Synchronicity’s property the Vulture Kulture, a lifestyle brand created by metal artist Dan Statler, offers new products that include Vulture Kulture stickers and patches by Yujean Stickers and guitar straps, picks, and gig bags by Perri’s Leather at music stores across the country. New licensees include Advance Graphics (stand-ups and window clings), Earloomz (Bluetooth earpieces), MusicSkins (electronic skins), Putnam Accessory Group (belts, bags, and headwear), and Sign of the Times (magnets and signs). More Than Licensing has signed on as agents for Vulture Kulture and the Sexy, Sassy, and Sporty Slang brands for Mexico and South America.

LA communicAtionS Sikorsky Aircraft Corporation, a division of United Technologies Corp., will expand its licensing program by making new helicopter trademarks and artwork available to its licensees. New additions include the S-97 Raider design and images of aviator Igor Sikorsky and the Black Hawk helicopter. Sikorsky Aircraft Corporation is currently seeking licensees in categories that include apparel and accessories, giftware, publishing, toys, and video games. LA Communications is the exclusive consumer licensing agency for Sikorsky. Pictured on the right is aviator Igor Sikorsky in a Black Hawk helicopter.

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Lisa Marks associates Lisa Mark Associates (LMA) is expanding its roster of brands. LMA will create the first licensing program for the marshmallow sandwich MoonPie and infant developmental toy brand Sassy. A comprehensive consumer program is being planned for MoonPie that will include apparel and accessories, food and beverage, gifts and collectibles, cosmetics, stationery, domestics and room décor. The Sassy licensing program will cross key categories such as multimedia content, publishing, apparel and accessories, food, and room décor. LMA is extending the licensing program for My Friend Ronnie women’s humor property. A new collection “Real Women…Real Country” by My Friend Ronnie will also be available to licensees. New categories will include apparel and accessories, publishing, stationery, party goods, tabletop, holiday, and more. Existing properties continue to develop their licensing programs with LMA. The C.F. Martin guitar brand signed new deals in apparel (T-shirts and sweatshirts by Joe Blow Tees) and publishing (calendars and art posters by BrownTrout Publishers). The Just Born brand is expanding across multiple categories. Apparel licensees include Seasons (Peeps, Mike and Ike, and Hot Tamales T-shirts and hoodies), Jam Sportswear (Mike and Ike and Hot Tamales T-shirts, sweatshirts, and fleece), Trau & Loevner (expanding Peeps apparel line to men’s and junior’s), and Dalmatian Corp. (Peeps adult footie pajamas). Its new toy licensee is Zap Toys (Peeps windup and pullback toys, radio control toys, and collectibles). In the food category are CandyRific (Mike and Ike Fruit Twists) and Jel Sert (Peeps marshmallow-flavored freezer pops). Other licensees included Creative Imaginations (Peeps scrap booking products for stationery) Fab Starpoint (Peeps stationery, school supplies, and novelty category items), and Iscream (Peeps, Mike and Ike, and Hot Tamales stationery and school supplies). LMA has also added new partners to the licensing program for Warheads, Dum Dum Pops, and Smarties. Warheads licensees include Jel Sert (Warheads sour squeezer drinks for grocery, mass, drug, and convenience stores), Jem Sportswear (T-shirts, tops, sweatshirts, and fleece for girls, boys, juniors, and men), and Iscream (stationery, notepads, bags, and banks). The Dum Dum Pops licensing program will add Diversified Licensing Group (computer-related products, cameras, watches, stationery, and more) and Iscream (stationery and school supplies). New Smarties licensees include Iscream (stationery and school supplies line) and Diversified Licensing Group (cameras, watches, laptop covers and bags, novelty throws, and drinkware).

the sharpe coMpany The Sharpe Company has been selected by licensing agency AT New Media on behalf of UK-based Team17 Software Ltd. as the North American representative for the video game franchise Worms. The game is now available on more than 20 gaming platforms, including Xbox Live and Nintendo Wii, with plans to release on social networking platforms such as Facebook. The Sharpe Company is actively seeking U.S. licensing partners across all categories.

characters from the Worms video game

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Licensing Show 2011 Bandai america Bandai America’s 2011 toy lineup for the Cartoon Network television franchise Ben 10: Ultimate Alien includes action figures, roleplay items, vehicles, and playsets. Bandai will relaunch a line of ThunderCats-branded toys that include a combination of classic collector items inspired by the original 1980s sci-fi/sorcery series and toys that align with the look of the new ThunderCats animated series. Power Rangers-branded product, reunited with its original licensor Haim Saban and Saban Brands, includes a Bandai toy lineup inspired by the new Power Rangers Samurai series, which will include Megazords, unique to the brand.

JakkS Pacific

6.5-inch Morphin Figure from the Power Rangers Samurai Assortment

Jakks Pacific is teaming with Disney to offer licensed products for three summer films, as well as new Disney Princess-branded items. For the new Cars 2 movie, Jakks’ Plug It In & Play TV Games has added Cars 2 TV Games, an interactive racing game for kids ages 4 and up with a deluxe easy-to-use steering wheel. Jakks’ roleplay division features Cars 2 Mater & Finn McMissile’s Spy Walkie Talkies, Cars 2 Character Cell Phones and Mini-Flashlights, and coming this fall, the Cars 2 Portable Spy Station. Jakks’ Kids Only division has added to its line of licensed kid furniture with the Cars 2 Puzzle Furniture shaped as a stack of racing tires, the Cars 2 Activity Patio Table and Chairs Sets, and the Cars 2 Flip Open Table. For Disney’s Pirates of the Caribbean: On Stranger Tides, Jakks offers four-inch figures and four-inch Battle Packs figure assortment modeled after the film characters. Each figure includes a unique LED accessory to reveal the figures’ inner secrets and reveal additional features on the Queen Anne’s Revenge Deluxe Ship playset. There are also six-inch Collector Figures and six-inch Movie Moments Figures. Jakks’ CDI roleplay line features Basic Swords, Deluxe Swords with motion-activated battle sounds from the film, the Jack Sparrow Roleplay Set, and a 26-piece Deluxe Dress-Up Trunk of pirate gear. Jakks will offer movie-themed toys for the action drama Real Steel, from DreamWorks Pictures, Touchstone Pictures, and Disney. Items will include a Real Steel five-inch Basic Robot Assortment, with 10 articulated robots with a light-up head and body and interchangeable limbs and accessories. The My First Disney Princess Singing Real Steel 7.5-inch DLX Robot Assortment is a larger-scale version with signature robot moves. The and Storytelling Bell WRB Built for Battle Set features two six-inch robots, the Atom hero robot, and the Zeus villain robot with swivel controllers for fighting moves. Real Steel 15-inch WRB Main Event Ring is built for the DLX Robot with activated crowd cheers, battle sounds, and movie quotes. The Real Steel Robot Brawler is a high-tech fighting game with remote controls to make robots jab and punch opponents. The Tollytots division of Jakks offers new My First Disney Princess Baby and Toddler dolls. The baby line includes My First Disney Princess Singing and Storytelling Belle, Interactive Baby Princess, Baby Bath Princess, Soft Bedtime Princess, and Travel With Me Princess. The toddler line has added Mulan and Snow White dolls, the My First Princess and Pets Partytime Assortment, and the My First Disney Princess Royal Throne.

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Dena Designs Dena Designs has announced new licensees for its Dena Home and happi by Dena baby programs. Dena Home is launching new products through partnerships with Zrike (dinnerware and ceramics), Creative Bath (shower curtains and bath accessories), P/K Lifestyles (home décor fabrics), and Surya (rugs). Dena Home will also release a home décor book with Abrams Publishing next spring. happi by Dena Designs The happi by Dena baby program is moving into retailers Babies “R” Us and buybuy Baby with new products such as happi tree bedding (Kidsline), photo albums and memory books (C.R. Gibson), and wall decals (RoomMates, a division of York Wallcoverings). Gund will produce happi-branded plush and developmental toys this summer, and Random House will publish five books, which are scheduled to begin launching this fall. Dena Designs will extend its licensing agreement with Hallmark subsidiary Sunrise Greetings to expand its greeting card and stationery program. A new gift, calendar, and paper program with sister company DaySpring has also launched to target the inspirational market.

CPLg Copyright Promotions Licensing Group (CPLG), the licensing arm of Cookie Jar, has signed Montreal-based ID Toys as the master toy licensee for the Caillou brand, which has released 14 SKUs in the new toy line including figures, playsets, puzzles, bath toys, and plush. New Richard Scarry’s Busytown products include a new toy line from master toy licensee The Bridge Direct this fall and the Eye Found It! board game and the Busy, Busy Airport Game from The Wonderforge’s I Can Do That! Games division. CLPG renewed the year-long partnership with AAA and Richard Scarry’s Busytown to continue promoting child passenger safety. Koba Entertainment will launch a live, ticketed Busytown stage show this fall. CLPG has expanded the Strawberry Shortcake licensing program through deals with consumer packaged goods companies in North America. Licensees include Candyrific (novelty confections), McSteven’s (powdered mixes for baked goods and drinks), Vita Food Products (syrups, dessert toppings, and jams/jellies/preserves), DecoPac Pizza Prints (edible pizza toppings), Dr. Fresh (toothbrushes and toothpaste), and Added Extras (manicure, pedicure, nail, hair, lip, and bath sets). New products based on Johnny Test, Cookie Jar’s animated TV show on Cartoon Network, include DVDs (Mill Creek Entertainment); a Nintendo DS game (505 Games); a comic book and graphic novel (Viper Comics); Print On Demand apparel and accessories, room décor, party supplies, and holiday items (TysToyBox.com); apparel and accessories (MTC Marketing); and novelty toys (ID Toys). New CPLG properties include Varsity brand Spirit, the Harlem Globetrotters, and Degrassi. The Varsity licensing program will include products across categories such as apparel, accessories, footwear, health and beauty aids, and bags. The Harlem Globetrotters licensing program will feature men’s apparel from Freeze, accessories, sporting goods, trading cards, and interactive games. CPLG has also been signed as the global licensing agent for The Juno Company’s Juno Baby and Juno Jr. franchises. Under the deal CPLG will grow The Juno Company’s roster of licensees while expanding the retail base and securing promotional partners. Caillou doll from ID Toys ROYALTIE$ JUNE 2011

Licensing Show 2011 MODA MODA announced an agreement with the new entity Joe DiMaggio LLC to build the brand’s positioning and strategy. A broad range of licensing categories is already being developed, which will be paired with traditional commemoratives and collectible products produced by Topps and Majestic. MODA will help expand the Bushnell Outdoor Products brand, makers of sports optics and outdoor accessories, through a licensing deal with BBC International to produce a the Farnsworth House in the LEGO Architecture line high-end line of BBC International-licensed outdoor footwear for men, women, and young adults. The line, which includes features such as Scentmask, Hydroguard, Thinsulate Ultra, Breathe Right, and Tufftex, will be promoted through two new BBC television shows, Family Traditions on The Sportsman Channel and Wild Outdoors on The Outdoor Channel. Products will be available in sporting good, department, specialty, and footwear stores this fall. The company has also worked with Tour de France licensee Cycle Force Group to extend the reach of its line of bicycles, biking gear, and accessories this fall with distribution scheduled for big-box stores throughout North America, the UK, and Europe. MODA’s work with The National Trust for Historic Preservation has continued to increase the brand’s exposure. This year, The National Trust for Historic Preservation teamed with LEGO to add the Farnsworth House, designed by 20th century modernist architect Ludwig Mies van der Rohe, to LEGO’s distinguished landmarks set. MODA continues to seek licensees for the following properties: UNICEF (toys, books, first aid, video games, apparel, juvenile products, software, and eyewear); multi-platform provider of food, cooking, and entertainment content Taste of Home (cook and bakeware, tools and gadgets, kitchen electronics, tabletops, and storage food); and America’s Vet Dogs (dog apparel, grooming, dog accessories, crates and kennels, flea and tick, dog food, leash, and collar).

SchOLAStic MeDiA Anniversary years for multiple Scholastic Media properties were marked with deals across multiple categories. Clifford the Big Red Dog celebrates its 50th anniversary this year with licensed product from HP, Russ Berrie, The Canadian Group, Kidz Toyz, Zoobies, Twisterz, Ranir, Trends International, and Hero Nutritionals. A new DVD, Clifford the Big Red Dog: A Big Family Musical, was also released from Mills Entertainment. I Spy celebrated its 20th anniversay this year with new Scholastic-published releases, Briarpatch board games and puzzles, Kellogg’s fruit snacks, and interactive games for Leapster Explorer and Nintendo DS. The Magic School Bus brand will celebrate its 25th year this fall with its first console game, The Magic School Bus: Oceans for Nintendo DS. Other new items include Scholastic and Little Scholastic products produced by Kids Station Toys, Kidz Toyz, Danara, and Green Hill. There are Word Girl-branded comics from Kaboom Studios, Briarpatch games and puzzles, and Twisterz educational toys. There is Goosebumps-branded apparel from Fortune Fashions and SGI. New The 39 Clues-branded publications and promotionals with Taco Bell are also expected. Scholastic Media is seeking licensing partners for Animorphs, FlyGuy, TurboDogs, Dear America, and Maya & Miguel across multiple categories.

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Striker entertainment Striker Entertainment/Most Management has announced franchise plans for the future 2012 Lionsgate production of The Hunger Games, based on the first book of author Suzanne Collins’ trilogy about a huntress. Other featured Striker Entertainment/Most Management licensing programs underway this year include AMC’s The Walking Dead, DreamWorks Studios’ Real Steel, and Summit Entertainment’s Three Musketeers in 3-D and Twilight Saga: Breaking Dawn Parts 1 & 2. The company also handles North American licensing for Rovio’s Angry Birds, the No. 1-selling app, with a roster of licensees that includes Mattel, Trends International, Fifth Sun, CSS Paper Magic, and Commonwealth Toys.

a Squared entertainment A Squared and Stan Lee Comics have partnered for the July launch of the animated series Martha & Friends, based on a 10year-old version of Martha Stewart, along with six primetime TV specials on the Hallmark Channel. Gisele & the Green Team, about a superhero version of supermodel Gisele Bündchen saving the environment, will launch on Cartoon Network Brazil this summer. Secret Millionaires Club, an animated series in which Warren Buffet teaches kids about finance, will feature four primetime specials on The Hub and a national promotion with kids’ marketing and media relations firm BKFK. A Squared Entertainment recently announced a multilateral agreement with technology company Tata Elxsi for a new children’s entertainment global joint venture. International expansion is also planned for its Build-A-Bear Workshop licensing program.

nBC univerSal NBC Universal is launching a number of entertainment properties this year. Penguin Publishing has produced First Do No Harm, the first in a series of books based on the USA series Royal Pains. Simon & Schuster published A Touch of Fever, the first in a series of books based on the Syfy Channel’s Warehouse 13. Rittenhouse Archives will also produce trading cards for Warehouse 13 and the first two series of Syfy Channel’s Eureka. The card packs will include autographed cards signed by actors of the shows. Western Union will release a series of Telemundo- and mun2-licensed prepaid cards this June and July.

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Licensing Show 2011 Surge LicenSing Surge Licensing announced a number of new licensing deals for Axe Cop, the hit web comic that is also available in print. Licensees include CollegeHumor.com (strategic partner for web comic distribution), Rubie’s Costumes (Halloween costumes worldwide), Steve Jackson Games (collectible card games), Dark Horse Direct (exclusive T-shirt program with Hot Topic), and StickerYou (online custom stickers).

FremantLemedia enterpriSeS Headlining the product slate for FremantleMedia Enterprises (FME) are global brands The X Factor, Idols, Got Talent, and Rebecca Bonbon. The X Factor airs in 20 territories, and the U.S. version will air this fall. Got Talent airs in 42 territories, and Idols is broadcast in 44 territories. Rebecca Bonbon continues to grow with new merchandising deals across Europe and Asia Pacific. FME’s Children’s & Family Entertainment division brings a slate of global licensing opportunities, including the boys’ action/adventure animated series Monsuno (a joint venture between FME, Dentsu, and Jakks Pacific launching later this year), tween horror/comedy My Babysitter’s a Vampire, Tree Fu Tom, and The Aquabats Super Show, a hybrid of concert footage, live-action skits, and animation featuring the popular rock band from the producers of Yo Gabba Gabba. FME’s development deal with Terri, Bindi, and Robert Irwin and the Australia Zoo continues to generate excitement in the kids’ space. The FME Americas licensing team represents a range of brands including American Idol, which celebrated its 10th anniversary last month. The team will showcase third-party brands Golden Boy, a fashion and lifestyle brand from boxing superstar Oscar De La Hoya, and Rebecca Bonbon, which continues to grow in North America with the recent announcement of Jennette McCurdy, teen star of Nickelodeon’s iCarly, as spokesperson. FME Americas will also focus on its portfolio of game shows including The Price Is Right, Family Feud, Hole in the Wall, Let’s Make A Deal, and Press Your Luck. FME continues to grow these classic favorites with new audiences on new media platforms.

BaBy geniuS The Baby Genius brand will debut a new generation of Baby Genius characters. The classic characters Vinko, DJ, Tempo, and Frankie will welcome a new group of younger musical buddies created to introduce children to the world of music. Incorporating the Baby Genius theme of “music makes a difference,” the new characters will be the focus of a major QSR promotion launching in 2012 and a series of iOS applications that will be announced this month. Pacific Entertainment seeks licensing partners for Baby Genius in a wide variety of categories to complement these new branding initiatives and its worldwide master toy license deal with Tollytots, a division of Jakks Pacific. In time for back to school 2012, Tollytots will launch a comprehensive line of musical and early learning toys at retail that incorporate the music, characters, and themes from Baby Genius videos and music CDs. The new toy line will cover a broad range of exclusive categories, including learning and developmental toys, most plush toys, and musical toys, as well as several other non-exclusive categories.

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Spin MaSter In a strategic effort to increase its merchandising program and reach the youth demographic ages 4–14, NASCAR has signed a licensing deal with Spin Master to “inject excitement, innovation, and fun” into its toys and merchandise. The partnership with NASCAR will be Spin Master’s biggest licensing partnership to date. Spin Master will work with NASCAR to develop new toy innovations and ways to reach new NASCAR fans at an early age. Toys, scheduled to hit shelves in 2012, include 1:64 NASCAR Collector Die-cast, a collection of authentic replicas of top NASCAR driver cars; 1:24 Full Function R/C Cars, made for indoor/outdoor use with multiple frequencies and simultaneous racing for three top NASCAR drivers including Dale Earnhardt Jr.; and NASCAR Pullbacks, featuring front wheels that turn and a coin slot for wheelie action. Toys will be available at mass as well as Home Depot, Lowe’s, Mobil, and Napa. Strategic promotions for the new line will include autographed collector cars and limited-edition packaging at specific special events.

Kidz Bop Kidz Bop celebrates its 10th anniversary this year with special anniversary events, music releases, and new products and promotions. The latest volume of its audio series Kidz Bop 20, sung by kids for kids, is slated to release July 19 with support from a national TV ad campaign to be featured on Nickelodeon, Disney XD, and other kid-friendly TV channels. Timed to the release, Kidz Bop will also introduce a new class of Kidz Bop Kids comprised of five young performers from across the country who will sing on the latest volume, star in its TV commercials and music videos, and be featured in the brand’s promotional and licensing programs. Kidz Bop publishing partner, F+W/Adams Media, will launch the brand’s first book series on August 1, including Kidz Bop Be A Pop Star (how-to guidebook), Kidz Bop Plus One (junior novel), and Kidz Bop FillIn Story (create-your-own storybook), at mass and book trade. Each book includes a free Kidz Bop music download. American Greetings will roll out new additions to its Kidz Bop musical greeting cards line throughout the year. Also currently available at retail is the Kidz Bop Dance Party! game for Wii from D3Publisher. Kidz Bop plans to expand functionality to KidzBop.com, its social networking and video-sharing site for kids and tweens. Kidz Bop will kick off its second annual Kidz Star USA Talent Search this summer. The brand expects to announce several key licensing partners in the coming months.

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Licensing Show 2011 SqwiShLand The web- and mobile-enriched toy SqwishLand plans to expand its presence through licensing. The SqwishLand’s rubber pencil topper collectibles craze started at the vending machine and transitioned into retail across specialty, drug, and grocery stores. Each toy comes with a unique online code for free game play on Sqwishland.com. The brand will also make its online codes available for licensed products giving licensees access to its growing digital franchise. Sqwishland.com currently has more than 600,000 active monthly users and is growing. As of this month, more than 45.5 million codes have been issued and are now making their way to kids through retail stores and vending systems in the U.S., as well as Australia and the Philippines. The brand also has a mobile strategy centered around SqwishConnect, a mobile app that lets kids connect to their SqwishLand account, locate products in stores, and check-in at the stores to earn points and badges that transfer to their online accounts. SqwishLand is a joint venture between Brand Vending and FunGuy Studios. The TK Brand Group will handle licensing for the property.

iMC LiCenSing IMC Licensing continues its ongoing work with SC Johnson to develop its global portfolio of brands. This included the rollout of several CPG programs to retail such as a line of cleaning tools and accessories by licensee Libman. Pledge dusters and mircrofiber dust mops, Windex window cloths, and Scrubbing Bubbles kitchen sponges and cloths are all on shelves now. Ziploc-branded sippy cups, straw cups, and bowls by The First Years are also available in the toddler aisle at big box retailers such as Babies “R” Us, Target, and Walmart. Licensee Kraco brings seven Glade fragrances to cars with a line of Glade scented oil car fresheners. In food and beverage licensing, IMC continues to expand with new properties and licensees including Dole-branded Fruit Bars (Target Foods). IMC has also announced a new deal with Alacer Corp. to represent the Emergen-C brand of immunian assortment of Borghese licensed products ty-boaster powdered drink mix. IMC plans to leverage Emergen-C’s broad consumer awareness and brand equity to allow consumers to use Emergen-C in new ways and for new occasions. Sunkist Dried Fruit will extend its global brand equity into new lines of better-for-you real dried fruit that promotes healthy snacking from Titan Foods. Licensee WillBe, LLC, doing business as Game On Foods, has launched a line of Sunkist ice cream, sherbet, and frozen dessert treats in North America. IMC completed additional licensing agreements for global cosmetic, skincare, fragrance, and spa company Borghese. New Borghese-branded items include Borghese Eyewear (Icon Eyewear for a line of reading glasses, sunglasses, and eyewear accessories); a line of home textiles including luxury bedding and spa accessories (United Feather and Down’s); Borghese Bath and Spa (Spa Cre8tions); and Borghese Fashion Top of Bed and Bath Accessories (Veratex). IMC also signed a representation agreement with TerraCycle, a company that upcycles and recycles traditionally non-recyclable waste. It will also grant IMC representation rights to TerraCycle partners. Potential categories include back-to-school supplies, toys, housewares, pet and fashion accessories, and home improvement products.

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The uniTed sTaTes PLaying card co. reeves inTernaTionaL micheLLe Winfrey, brand manager michelle Winfrey joined reeves international as brand manager for reeves’ specialty toy lines. Winfrey will be responsible for the overall business management of these lines including marketing, merchandising, sales leadership, and the overall growth of the specialty toy lines within the u.s. market. Previously, Winfrey was marketing and compliance manager for Playmobil usa. she is a member of the Toy industry association’s marketing to children committee. in addition to her toy industry experience, Winfrey is a published author of four books, the latest of which is A Mom’s Guide to Surviving High School Athletics.

TargeT enTerTainmenT Lindsay PearL, direcTor of Licensing chiLdren’s acquisiTions

and

Target entertainment appointed Lindsay Pearl as director of licensing and children’s acquisitions. she will be responsible for acquiring new kids’ content while also heading up Target’s licensing and merchandising division, which includes the management of the sony Playstation portfolio. Pearl will also devise 360-degree rights exploitation strategies to drive the company’s brands across all platforms and media. Pearl recently worked at hasbro as director of international acquisitions and licensing. Prior to that, she was territory manager for central eastern europe, Turkey, and greece at cartoon network, and director of business development at hiT entertainment for emea.

ROYALTIE$ JUNE 2011

marc hiLL, PresidenT Jarden branded consumables announced that marc hill joined the Jarden family as president of The united states Playing card company. hill brings 20 years of leadership experience in sales and marketing to this role. he most recently served as cmo of freedom group, a global manufacturer of firearms, ammunition, and related products. Prior to this, hill held various senior leadership roles with a variety of consumer brand companies, both in the u.s. and globally.

debmar-mercury doyLe & kramer, PromoTions debmar-mercury named darren doyle and Jim kramer to the newly elevated posts of senior vice-president, sales, on the east and West coasts, respectively. kramer, who previously served as vice-president, sales for debmar-mercury since 2006, will represent debmar-mercury throughout the Western u.s. doyle, who previously served as vice-president, sales for the company since 2007, will handle the eastern u.s. at debmar-mercury, kramer and doyle have helped to launch The Wendy Williams Show, House of Payne, Meet the Browns, and the forthcoming The Jeremy Kyle Show.

imPeriaL Toy genna rosenberg, execuTive vice-PresidenT, sTraTegic markeTing, communicaTions, and business deveLoPmenT imperial Toy hired genna rosenberg as executive vice-president, strategic marketing, communications, and business development. rosenberg served most recently as senior vice-president of communications, investor relations, and philanthropy for Jakks Pacific. Prior to joining Jakks, rosenberg was employed by sharpe Pr & marketing and also ran her own company, gennaration Public relations and marketing.

July 21–24 26

Comic-Con International Royaltie$ BRand ShowcaSe

anBmedia.com

comic-con.org

San Diego Convention Center the altman Building

San Diego new yoRk city

September 23–26

ABC Kids Expo

theabcshow.com

Kentucky Exposition Center

Louisville, Ky.

time to Play Fall ShowcaSe

timetoPlaymag.com

the altman Building

new yoRk city

1–2

MIPJunior

mipworld.com

Palais de Festivals

Cannes, France

3–6

MIPCOM

mipworld.com

Palais de Festivals

Cannes, France

4–6

TIA Fall Toy Preview

toyassociation.org

Dallas Market Center

Dallas

4–6

G2E

globalgamingexpo.com

Sands Expo & Convention Center

Las Vegas

18–20

Brand Licensing Europe

brandlicensing.eu

The Grand Hall, Olympia

London

chitag.com

Navy Pier

Chicago

Dubai Intl. Convention Center

Dubai, AE

TBA

New York City

OctOber

NOvember 19–20

Chicago Toy & Game Fair

30–12/3

Dubai Intl. Character & Licensing Fair character.ae

December 5–10

International Halloween Show

hiaonline.com

ROYALTIE$ BRAND SHOWCASE JULY 26 THE ALTMAN BUILDING, NEW YORK CITY WWW.ANBMEDIA.COM

TIA FALL TOY PREVIEW 2011 OCTOBER 4–6 DALLAS MARKET CENTER, DALLAS WWW.TOYASSOCIATION.ORG

TIME TO PLAY FALL SHOWCASE SEPTEMBER 27 THE ALTMAN BUILDING, NEW YORK CITY WWW.TIMETOPLAYMAG.COM

TOY FAIR 2012 FEBRUARY 12–15 JACOB JAVITS CONVENTION CENTER, NEW YORK CITY WWW.TOYASSOCIATION.ORG

ROYALTIE$ JUNE 2011

by Nancy Lombardi

h Arris i nterActive’ s equi trend brAnd s urvey 2011 The EquiTrend study evaluates brands based on the following: equity, customer connection, commitment, energy, brand behavior, brand advocacy, and trust. Overall, consumer sentiment toward brands increased for the second straight year after falling in 2009, according to the study. The study polled 25,099 U.S. consumers ages 15 and over between January 11–27, 2011. A total of 1,273 brands were rated in 53 separate categories. Note that in the April issue of Royaltie$ we printed the 2010 EquiTrend Brand Survey Results. Some of the year-to-year comparisons are noted below. CategoRy

HigHest Ranked in BRand equity

Airlines

southwest Airlines (Also top rAted in 2010)

Amusement AttrActions

disney world (Also top rAted in 2010)

AppliAnces—mAjor And smAll AppliAnces

KitchenAid

Automotive tires

michelin Automobile tires (Also top rAted in 2010)

Automotive, Full line

Ford

Automotive, luxury

mercedes-benz (lAst yeAr’s top rAted wAs lexus)

cAr rentAl

enterprise rent-A-cAr (Also top rAted in 2010)

cArbonAted beverAge

cocA-colA

computer brAnd

hewlett-pAcKArd (hp)

consumer electronics

sony

cosmetics

bobbi brown cosmetics

cruise lines

norwegiAn cruise line

gAme system

nintendo video gAme systems (wii, ds series)

greeting cArds

hAllmArK greeting cArds (Also top rAted in 2010)

heAlth insurAnce

blue cross blue shield (Also top rAted in 2010)

lAundry detergent

tide liquid lAundry detergent (Also top rAted in 2010)

mAgAzine

NATiONAl GEOGRAphic

mediA television—Kids’ tv

pbs Kids sprout

mediA television—topicAl interest

discovery chAnnel

mediA television—tv news

the weAther chAnnel

mediA television—vAriety tv progrAmming

usA networK

mobile networK

verizon

mobile phone

motorolA

motor oil

pennzoil motor oil (Also top rAted in 2010)

motorcycles

hArley-dAvidson (Also top rAted in 2010)

movie studio

dreAmworKs (Also top rAted in 2010)

news service

AssociAted press (Ap)

non-proFit

best Friends AnimAl society (lAst yeAr it wAs susAn g. Komen For the cure)

pAyment cArds

visA

phArmAceuticAl

johnson & johnson heAlthcAre (Also top rAted in 2010)

power tools

crAFtsmAn tools

restAurAnts—cAsuAl dining

pAnerA breAd

restAurAnts—quicK service (including pizzA)

subwAy restAurAnts

sweet treAt

m&m’s plAin chocolAte cAndy

vAlue retAiler

tArget stores

ROYALTIE$ JUNE 2011