TOTAL LICENSING
EXPANDING PROGRAM FOR STEVEN RHODES
For information, contact Anthony Harvey Blue Chip Brands Tel: 61 3 9510 2525 Mobile: 0425 767 358 anthony@bluechipbrands. com.au www.bluechipbrands.com.au
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The consumer products program for Australian illustrator Steven Rhodes continues to gather momentum around the world. A new partnership with apparel supplier OSDM has led to retail powerhouse Zara embracing a range of T-shirts through its global store network. With designs such as ‘Let’s Summon Demons’ and ‘Pyrokinesis for Beginners’ you would be forgiven for thinking he has an affinity for the dark arts. In truth, Steven Rhodes’ illustrations are born from his dual love of retro nostalgia and pitch-black humour. Best known for his offbeat reimagining of children’s activity books from the 70s and 80s, his work pays tribute to everything from vintage horror and sci-fi, 50s pulp art, mid century modernism to 70s kitsch and 80s neon – basically anything in the realm of retro. The collection comprises 120 plus designs with new concepts added every month. After studying graphic design, Steven established his trademark style by combining sarcasm, retro typography, and nostalgia-heavy graphics. Licensing of Steven’s designs began through an association with Threadless, which promotes artists works to fans around the world across a variety of product categories. The partnership expanded with Threadless taking Steven’s designs to US retailer Spencers which embraced the brand across apparel, giftware and homewares to be one of, if not their biggest license to the current day. Fast forward to the beginning of 2019 and Australian licensing agent – Anthony Harvey of Blue Chip was appointed as the licensing representative for Ste-
ven Rhodes. Blue Chip Brands began to expand the program in both the Australian market and internationally. Signings include Pyramid International for wall art globally in addition to apparel, giftware & stationery for the UK and Europe. The Australasian program kicked off with support from licensees DFM Australia (apparel) and Impact Merch (giftware, stationery & wall art). The program continued to expand throughout the Covid-19 pandemic with new partners including Cryptozoic (games), Goodie Two Sleeves (online apparel), OSDM (apparel),
Cotton On Group (apparel, giftware, homewares, cards) & PSD (underwear). Steven Rhodes products are now supported by a growing number of leading retailers around the world including Spencers, Hot Topic, FYE, Modcloth and Torrid (North America), Zara, TYPO and Factorie (global), HMV, Urban Outfitters and Outland (UK/Europe) and Jay Jays (Australasia). Whilst Steven’s designs are influenced by the past, the licensing vision is firmly fixed on future opportunities including the expansion of the program in existing markets via new categories and establishing a presence in territories such as South America, Asia and Eastern Europe. Blue Chip Brands is a boutique licensing agency based in Melbourne, Australia headed by Anthony Harvey who has over 25 years of industry experi-
ence. Primarily focused on the management of corporate trademarks and lifestyle brands, the company has been responsible for launching and managing some of the best-known brands in the world including Ford Motor Company, Shelby, Jeep, Budweiser, LA Gear, IRONMAN, Steven McQueen, Albert Einstein and Betty Boop. The company was responsible for building the Jeep consumer products program in Australia from the ground up to becoming a legitimate lifestyle apparel, footwear & accessory brand with 21 retail concept stores nationally and distribution through leading outdoor adventure retailers. At a previous agency, Harvey was responsible for launching Ford’s foray into licensing across Australia and New Zealand back in 2002 and over a decade later Blue Chip Brands was appointed to take over the management of the brand for Australasia in 2014. Within four years the licensing revenues were more than tripled with the brand represented in all major product categories and retail distribution channels. 2021 has seen multi territory deals with Australian denim brand – Rollas and Australian based global retail chain Cotton On hit the market. The company has recently brokered a deal to launch Iconic Los Angeles athletic footwear brand LA Gear to Australasian consumers. In the coming months LA Gear will be reimagined across a range of footwear in addition to apparel and accessory collections. Brand collaborations have also been secured for Steve McQueen and American high performance automotive brand Shelby for collections of apparel and headwear that will launch for Spring/Summer 2021 through premium retail channels.
