BRANDS @ LICENSING EXPO
Brands at Licensing Expo A look at some of the brands that will be on show in Las Vegas this year. American Mensa With more than 50,000 members, American Mensa is the largest national Mensa operating under the auspices of Mensa International, Ltd. There are currently more than 140,000 members worldwide, and an estimated 6 million Americans are eligible for Mensa membership. Mensa members range in age from 2 to 106. They include engineers, homemakers, teachers, actors, athletes, students, and CEOs, and they share only one trait — high intelligence. To qualify for Mensa, they scored in the top 2 percent of the general population on an accepted standardized intelligence test. Curtis Licensing Curtis Licensing will be unveiling new ontrend artwork collections alongside remastered classic images at Licensing Expo. The new collections include fresh florals, fun summer inspired designs, popular travel locations, whimsical Christmas illustrations and much more. The company will also feature the ever-popular retro images that once graced the covers of The Saturday Evening Post magazine, making it a household name. As the licensing division for America’s oldest magazine, Curtis has an arsenal of over 200 years of nostalgic content, including an archive of over ten thousand illustrations by artists like John Falter, Stevan Dohanos,
J.C. Leyendecker, George Hughes and the always popular, Norman Rockwell. In fact, the wholesome, often humorous images that graced the covers and pages of the magazine were the cornerstone for the publication’s success in the first place. The illustrations created rich portrayals of daily American life that captured the public’s heart and mind for decades to come. These delightful images which keenly capture the innocence, love, dignity, and humor of life in decades past, have been featured on thousands of licensed products and countless promotional campaigns, both in the United States and internationally. In addition to the retro art, the Curtis Licensing collection also offers the latest trends in art design. Curtis Licensing programs currently include seasonal and everyday home décor, stationery and gifts, games and hobbies, publishing, educational and promotional uses and apparel. Perfetti Van Melle Perfetti Van Melle’s licensing team is delighted to be back at the Licensing Expo and ready to
welcome its business partners to offer them a sneak peek of the latest launches and artwork developments the candy house is renowned for. This year Mentos is in the spotlight. The brand has just released a fantastic new style guide which not only includes a fresh approach to the brand icons, but also cool to the core fashion trends and vintage holiday designs. The fresh DNA of the brand and its beautiful pas-
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tel shades make Mentos a natural in the beauty category too. After the success at retail of the Sally Hansen & Mentos nail polish line last year, new launches of beauty products are following suit this year. Perfetti Van Melle is witnessing a huge appetite in the F&B aisles for innovative collaborations with the signature flavors of its brands. Chupa Chups is a fore runner and its sparkling drinks by Korean licensee Namyang are now sold all over the world and nominated finalist this year for best Product in the category Food or Beverage for a Corporate Brand of the Licensing International Excellence Awards. Mentos jelly drinks will be next on the menu. Shortly after Bulla’s release of the dreamiest and creamiest Chupa Chups ice cream in Australia, the Fruit-tella brand is in the starting blocks for a promising launch of ice pops with Iceland in the UK. Meanwhile, international agreements are being put on track to develop protein products with Airheads and Chupa Chups. Location based licensing is also taking a leap for Perfetti Van Melle. Visitors stopping by Perfetti’s booth can check out images of the amazing themed installations that have been created with Mentos and Chupa Chups in Asian malls and venues. They typically involve larger than life candy theatres with a wow factor, topped by the latest event at the Changhi Airport in Singapore this March where a mega sized lollipop installation was proclaimed Singapore’s largest Chupa Chups lollipop by Singapore’s Book of Records. Aspire (Wildbrain CPLG) From Aspire, the Wildbrain CPLG’s newly rebranded Corporate & Lifestyle division, there are opportunities across new rights, including Sauber Motorsports’ Alfa Romeo F1 Team ORLEN, The Master Lock Company and the University of Southern California. These stand in Aspire’s portfolio alongside the world’s number-one premium vodka brand, Absolut, and flavored spirit brand, Malibu, for which
TOTAL BRAND LICENSING
