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DeCemBer 2010 Volume 5, No. 7



marketing Immortality: Deceased Celebrity Licensing by Paul Narula

20 Deceased Celebrity Licensing: Licensor roundup by Paul Narula

22 the Great Outdoors for everyone by Paul Narula

24 Outdoor Licensing: Licensor roundup by Paul Narula

26 restaurant and Wellness Brands Cook at retail by Chris Adams

28 Food & Beverage Licensing: Licensor roundup by Chris Adams the COver: Fashion designer Diane von Furstenberg has collaborated with the Andy Warhol Foundation to create the DVF Warhol Swim Collection.


CoVer by DeSign eDge


On this Page (frOm the tOP): Jem is the newest addition to the Marilyn by Sam Shaw program managed by bradford Licensing; John Wayne enterprises signed a deal with W.r. Case for pocket knives; Coastal Pet offers a full line of remington-licensed products for sporting dogs; broad Street Licensing group continues its successful burger King licensing program; and The Joester Loria group brokered a deal for retro Pepsi T-shirts from Trau & Loevner.

4 Observations & Opinions 6 The Ticker 8 Real Deal 10 Essence of Style 12 On the Radar 14 Mavericks in the Market: Carol LeBlanc 16 Royaltie$ Marketplace: Richard Scarry’s Busytown 30 You’re Hired! 34 Calendar of Events 35 Endcap

by Andy Krinner


Looking Back , Moving Forward


nother year is in the books and the

line to glean product information and see

licensing industry is still scratch-

products demonstrated before they make

ing its head trying to figure out the

purchases. The numbers are staggering.

new formula for success. The year 2010 can

Retailers are also better prepared this year

be summed up with, “if you had the right li-

and have done a much better job managing

cense and a big enough piece of it, you had

their inventories. These factors may put a

a great year!” In my 15-plus-year tenure as

dent in the risk-averse force field that has

publisher of a licensing magazine, I have

locked out many interesting and potentially

seen our industry go from reckless label slap-

successful properties.

ping to the same old, same old. Certainly there was an in-between time

companies suddenly pop up that, for a rela-

when the licensing industry became more so-

tively small fee, will take a property, produce

phisticated and all parties concerned worked

product, act as the fulfillment house, and de-

together to get at least two seasons from a prop-

sign a website for its customers. While

erty. Now it seems as though retailers largely

everyone searches for properties with huge

seek instant gratification from brands rather

built-in audiences, these e-commerce sites

than working to cultivate them. One season of

will give licenses with smaller, focused fan

“decent” is the status quo. If expectations aren’t

bases a place to reside at retail. It could be

big, nobody will be disappointed—nobody, of

that these dedicated sites will become the

course, except for the consumer looking for

proving ground for newer licenses to gain

something different. But the landscape seems

traction in much the same way specialty re-

to be heading for a change-up.

tailers did back in the day.

Although this issue will be published be-

We at aNb Media have had a wonderful

fore the final tally of Q4 shopping has been

2010. We have grown from trade magazine

put to bed, we have already seen a stronger-

publishers into a full-fledged, multimedia

than-expected October and it’s happening in

company. We continue to produce the most

the mid- to upper-tier department stores.

widely read trade publications in licensing and

Could this be the year of the retail rebound?

toys, but our expertise has spread into the con-

I know that e-tailing will be stronger than

sumer world and we will continue to grow our

ever with more and more players (including

Time to Play brand, which now includes our

Google) trying to get in on a piece of that

website, a weekly webcast TV show, two na-

action. aNb Media and our website

tional media events, and a virtual game show. can attest to the

We would like to extend holiday wishes

fact that droves of consumers are going on-


On the other hand, I have seen quite a few


for health and prosperity to everyone!




229 WEST 28TH STREET, SUITE 401, NEW YORK, NY 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 Royaltie$ is published 12 times a year by aNb Media, Inc. Copyright 2010 aNb Media, Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. Royaltie$ is a registered trademark of aNb Media, Inc. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of Royaltie$ management.

A RecAp of IndustRy HeAdlInes VIsIt

www. A n b M edIA . coM foR




PRivate LabeL Continues

The Private Label Manufacturers Association (PLMA) says that nearly 1 out of 4 products bought in U.S. supermarkets last year was a store brand. PLMA says that store brands accounted for almost 90 percent of all new revenue in the channel. In drug stores, private label dollar share was 14.1 percent and unit share was 16.3 percent. Private label was responsible for more than half of all sales gains, according to PLMA. Among all retail outlets, which combine point-of-sale data for supermarkets, drug stores, and mass merchandisers, there were similar advances with all-time highs posted in dollar share at 17 percent, and unit share at 21.8 percent. Store brands contributed 63 percent of additional dollar revenue, says PLMA.

Disney stoRe oPens

in times


Disney Store Times Square had its grand opening on November 9. Royaltie$ attended a walk-through tour the day before the grand opening. The two-story shop aims to be the “Best 30 Minutes of Child’s Day,” according to Disney. The store is expected to feature 18,000 products. New York City-themed products are featured on the first floor— most of which will not be found in any other location. In fact, consumers were limited in the number of exclusive New York City-themed vinyl figures that could be purchased. The assumption is that Disney doesn’t want these products resold in bulk on eBay. The second floor offers mostly exclusive Disney items. Shoppers can follow Pixie Dust Lane to make their way through the store. Disney says this is the first Disney store to showcase a Marvel section, which will grow and change as films make their way into theaters. Next to the Marvel section is the Ridemakers Build Your Own Custom Cars. Disney says it is the only place to make vehicles for the Cars franchise. There is a Magic Mirror in the Princess section. Wave a wand in front of the RFID-enabled mirror and one of eight versions of a story will play. The Disney Store Theater features seating for parents and kids. Consumers choose what is played on the screen in a modern day twist on the “jukebox” concept. The theater will feature clips from classic Disney to the latest film trailers. Disney says it projected that the store would host 11,000 shoppers per day although more than that seemed to go through on opening weekend.

new samuRai PoweR RangeRs make Debut The Samurai Power Rangers were part of the 84th Annual Macy’s Thanksgiving Day Parade on November 25. The Power Rangers embarked on their first journey together as they escort the Planet Earth balloon through the streets of Manhattan. Recently acquired by Saban Brands, the Parade marked the first-ever U.S. appearance of the five Samurai Power Rangers as they gear-up for the premiere of their new television show. Forty episodes of Power Rangers Samurai are currently in production and will air on Nickelodeon and Nicktoons in North America, premiering in early 2011. Fans can tune in to Nickelodeon for a special first look at the new series.



Hasbro, Corus


Distribution Deal

Hasbro Studios has reached a comprehensive programming and marketing agreement with Corus Entertainment. The agreement covers a range of Hasbro Studios-produced series on Corus Entertainment’s kids services: YTV, Treehouse, Nickelodeon (Canada), Teletoon, and Teletoon Retro. It includes the anticipated series Transformers Prime, My Little Pony Friendship Is Magic, G.I. JOE Renegades, The Adventures of Chuck and Friends, and Pound Puppies. “Our partnership with Corus’ kids networks marks the first of many distribution agreements that are designed to expand the Hasbro television programming brands around the world,” Stephen Davis, president of Hasbro Studios, said in a statement.

li & Fung PurCHases PieCe



BusinessWeek reported last month that Li & Fung acquired a 1.03 percent stake in Sanrio Co., owner of the Hello Kitty brand. “Li & Fung Group and Sanrio are seeking to develop new products for the global market and cut logistics costs,” Sanrio said in a statement to BusinessWeek. Sanrio, which consigns 10 percent of its character-goods production to Li & Fung Group, plans to raise the ratio to about 30 percent in three years, Nikkei English News reported, without citing a source, according to BusinessWeek.

Jazwares signs Deals witH CaPCom Jazwares, Inc., has been awarded the toy licenses for Capcom’s Street Fighter and Mega Man video game franchises. Under the terms of the agreement, Jazwares will be the master toy licensee for Mega Man. The Street Fighter license is a category-specific agreement that covers only the categories of boys’ ABS/PVC/vinyl figures and accessories, four-inch and under playsets, and vehicles. The spring Street Fighter 2011 toy line by Jazwares will include all-new 3.75-inch action figures. Available in single packs, double packs, and comic book battle packs, the toys will portray the characters of Street Fighter like no kids or collectors have ever seen before.

lego games gets an aPP LEGO Systems, Inc., announced the availability of the first official LEGO branded application for iPad—a true-to-the-original board game version of Creationary, which tests how quickly players can guess what is being built from LEGO bricks. The free game works on iPad, iPhone, and iPod Touch mobile devices. Players “roll” the LEGO dice to find out which of the four randomly selected categories they are guessing: nature, vehicles, buildings, or things. The game starts building an object from that category out of LEGO bricks, and players must guess which of the four possible answers is correct by tapping the illustration that they think matches what is being built. The faster players guess correctly, the more points they earn. As the game is played over time, the more difficult it becomes. If players guess incorrectly, the game ends. Scores can be shared with friends via email or on Facebook.



HIT EnTErTaInmEnT and Lucks Food dEcoraTIon Lucks Food Decoration, the company that manufactures Edible Image designs for cakes using starches and edible food colors, has been signed on by HIT Entertainment to provide similar designs for pizza under the Pizza Fest product line. The Pizza Fest pizza designs will feature Bob the Builder and Thomas & Friends. The products can be purchased online or at select food retailers by consumers or used for decorations at businesses.

sanrIo and smarT usa Sanrio has signed a deal with smart USA, a subsidiary of Penske Automotive Group, to offer vehicle wraps featuring Hello Kitty for the smart fortwo. Vehicle owners can now order Hello Kitty vehicle wraps through smart USA’s “smart Expressions” program, a customization program that launched in July. smart USA will offer the wraps in three different full-body designs with a variety of color schemes.

cLassIc mEdIa and u.s. PosTaL sErvIcE In time for the holiday season, the U.S. Postal Service (USPS) has teamed up with Classic Media to bring the company’s Christmas entertainment brands to consumers. DVDs of Rudolph the Red-Nosed Reindeer will be available at more than 5,000 post offices nationwide as part of the USPS’ A Simpler Way to Holiday program. Customers who opt to ship the DVDs with Priority Mail will receive two dollars off the price of the DVD. The USPS will promote the program through in-store signage and themed postage boxes.

marvEL and musEum rEPLIcas Museum Replicas will be releasing a number of new Iron Man 2 collectibles, based on the Marvel blockbuster film. Acting as an official Marvel prop licensee, Museum Replicas will introduce four new items—the Monaco Car Racing Jacket worn by Tony Stark during the attack from Whiplash; the new personal Arc Reactor; The Mark V “Suitcase” Armor as a fully functional briefcase; and a replica of Nick Fury’s trench coat.

marTomagIc and JonIc dIsTrIbuTIon norTH amErIca Martomagic has signed Jonic Distribution North America (JDNA) to promote and distribute its Gogo’s Crazy Bones product in North America. Gogo’s Crazy Bones, produced by Martomagic and PPI Worldwide Group, are a range of children’s collectibles that feature small figures and are available in the U.S. in packets ranging from five-packs to collectors tins. The JDNA marketing campaign will include a TV advertising campaign, a sampling program with free giveaways, and a campaign across social networking sites. The Joy Tashjian Marketing Group is the North American licensing agent for the brand.



Arc Reactor by Museum Replicas

Hasbro studios and Corus EntErtainmEnt Hasbro Studios, the entertainment production and distribution division of Hasbro, has signed a programming and marketing agreement with Canada’s Corus Entertainment. The agreement covers a number of Hasbro-produced series on Corus Entertainment channels, including YTV, Teletoon, Teletoon Retro, and more. It includes the upcoming series Transformers Prime, My Little Pony Friendship Is Magic, G.I. Joe Renegades, The Adventures of Chuck and Friends, and Pound Puppies.

Cbs ConsumEr ProduCts LaunCHEs starfLEEt aCadEmy C amPus storE CBS Consumer Products has announced the launch of the new online Starfleet Academy Campus Store at The store will offer a wide variety of products based on the Star Trek Universe’s Starfleet Academy, ranging from T-shirts to dormware. The store is intended to stock products that might appear in the Star Trek universe for the use of students, with tongue-in-cheek humor for fans of the series to appreciate. The branded gear will feature themes ranging from futuristic math and science class to science-fiction college activities.

a squarEd EntErtainmEnt and aLLiEd rEd A Squared Entertainment (A2) has hired Allied Red, a brand management and licensing representation firm, to represent A2’s brands in the licensing market and expand the company’s licensing capabilities. Allied Red will represent the entire portfolio of A2’s brands, which includes Warren Buffett’s Secret Millionaires’ Club, Gisele Bundchen’s Gisele & the Green Team, Martha Stewart’s Martha & Friends, and its new multimedia comic book label, Stan Lee Comics.

WarnEr bros. ConsumEr ProduCts and Hot toPiC Working with long-time retail partner Hot Topic, Warner Bros. Consumer Product (WBCP) has created a series of Harry Potter-themed boutiques in Hot Topic retail locations across the nation for Harry Potter and the Deathly Hallows. Hot Topic stores will offer an extensive line of fan merchandise, including Gryffindor and Slytherin polo and tie combination tees, bags, throws, jewelry, key chains, and more.

sPrings gLobaL and natE bErkus Springs Global U.S. is partnering with design expert and talk show host Nate Berkus for a debut collection of licensed product in spring 2012. Berkus, a New York Times bestselling author, will bring his “you should love the way you live” approach to decorative home furnishings, including bedding, bath, decorative accessories, dinnerware, lighting, area rugs, windows, and other furniture pieces. Berkus joins Diane von Furstenberg, Waterworks, and Espacio Sami Hayek as one of the latest additions to Springs Global’s expanding licensing partnerships, joint ventures, and brand extensions.



Sleep in Pink

UK Art in the U.S.

CopCorp Licensing announced Intimo Licensing, Inc., as the newest U.S. licensee for the popular Pink Cookie international fashion brand. New York-based Intimo has been granted the right to manufacture and market Pink Cookie junior’s sleepwear, daywear, loungewear, underwear, and robes.

The Sharpe Company picked up rights to represent UK fashion designer turned artist/illustrator Reilly in North America. Previously, London-based Vision Licensing handled the entire worldwide licensing program. Sharpe’s representation of Reilly coincides with the release of two new collections. The new girls’ range Kashi Kisu, which means “candy kiss” in Japanese, is inspired by Reilly’s love for all things Japanese. Reilly’s new boys’ range, Back to Front, is inspired by the urban motifs in gritty Hackney, Reilly’s home in East London. Current U.S. licensees include FAB/Starpoint for bags. Sharpe is seeking partners in all other categories including apparel and accessories.

A New NFL Era New Era Cap Co., Inc., will be the official on-field cap for the National Football League (NFL). The five-year deal, approved by the league and its owners, adds to New Era’s current licensing relationship with Major League Baseball, where New Era has been the official on-field cap since 1994. Under the terms of the agreement, New Era will have exclusive distribution rights and branding for all on-field, sideline, and locker room caps, as well as co-exclusive rights for fan headwear worldwide. Beginning April 2012 and running through March 2017, New Era will also produce hats for marquee events, including the NFL Draft Day Cap and the Super Bowl. Best known for its signature 59FIFTY, New Era will have the rights to manufacture headwear with all 32 NFL team logos along with the co-exclusive U.S. rights for women’s apparel. This merchandise will be found at all NFL stadiums,,, New Era Flagship stores, and retailers throughout the world.



Jewelry for a Kiss Telemundo, the NBC Universal Television Consumer Products Group, and The Richline Group have introduced Todo por un Beso (“anything for a kiss”), the latest collection from Telemundo jewelry  by  designer Udi Behr. The jewelry is available at

New products, new deals, and new trends this month in the licensing industry.

Simpsons and Kidrobot

Batman Comes to the Stage

Twentieth Century Fox Consumer Products has partnered with Kidrobot to release The Simpsons series two vinyl toy mini-figures. The second series features two alternate versions of the family along with 15 new characters. The family figures in the series include Mariachi and Zombie versions of Homer, Marge, Bart, Lisa, and Maggie. In addition to the family, new characters in the lineup include: Sideshow Mel, Carl Carlson, Selma Bouvier, Patty Bouvier, Lenny Leonard, Captain Horatio McCallister (shown), Otto Mann, Moe Szyslak, Groundskeeper Willie, and two mystery figures. With 25 new figures in total, The Simpsons series two will be the biggest Kidrobot-produced mini-figure series to date. Each vinyl figure stands three inches tall, includes a character sticker, and comes blind boxed to preserve its identity. Figures will be sold separately for $9.95 (or can be purchased by the case) at all five Kidrobot stores,, and at select retailers worldwide alongside the Simpsons series one.

Warner Bros. Consumer Products (WBCP), DC Entertainment, and Nick Grace of Water Lane Productions Ltd. announced that Batman Live will tour arenas for the first time across the UK and Europe, beginning in summer 2011 and arriving in North America by summer 2012. Tickets went on sale last month and the show opens in Manchester on July 20, 2011. The show, based on an original story created just for the stage, will feature stunts, pyrotechnics, illusions, and video screen sequences. The live show will feature Batman and Robin along with Batman’s butler Alfred and a host of other classic favorite Batman characters, including villains such as The Joker, The Riddler, Catwoman, and The Penguin. The story will take place in several settings from the famed DC Comics stories, including Gotham City, Wayne Manor, the Batcave, and Arkham Asylum.

Fashion Focus: From Sesame Street to Rocker Ts During a recent New York City media event, numerous fashion companies displayed their wares for 2011. Mighty Fine introduced its T-shirt lines featuring some of the following licenses: Hello Kitty, Mickey Mouse, Minnie Mouse, the Peanuts gang, and Sesame Street characters. The shirts all feature a distressed retro styling with 1980s fashion cuts. Wornfree is introducing a line of T-shirts made to look like replicas of shirts worn by famous musicians most of which are from the late 1960s through the early 1980s. Each shirt includes a hangtag showing the musician who wore it along with the date and place. For example, there is a “No Pictures” T-Shirt, modeled after the shirt that Debbie Harry wore in Amsterdam in 1978. Another example includes a “Born to Be Bad” T-shirt (shown) as worn by Joan Jett in New York in 1978. The only fairly modern shirt is one worn by Kurt Cobain dated 1992.



Carol LeBlanc, Smithsonian Institution, Washington D.C. Phone: (202) 633–5558 Email:

CAROL LEBLANC by Paul Narula


arol LeBlanc’s first taste of licensing came in 1996 when National Public Radio (NPR) created a new division to identify, evaluate, plan, and launch entrepreneurial ventures to raise non-programming revenue. LeBlanc, then a manager of business affairs at the company, was tapped to be a part of the team that launched this division, of which licensing was a key aspect. After NPR, LeBlanc moved on to Discovery Communications, where she was named vice-president of licensing in 1999. At Discovery, LeBlanc worked with a number of the company’s television show brands, including Mythbusters, Crocodile Hunter, and more. In 2008, LeBlanc was given an opportunity to move on to the Smithsonian Institution as director of consumer products and took it. The Smithsonian provided a new type of challenge for LeBlanc, but one that she approached eagerly, having grown up visiting the Smithsonian. “It was having the opportunity to add value to the world’s largest museum complex that brought me to the Smithsonian,” says LeBlanc. LeBlanc believes that any licensing program must start from the core of the brand. “It’s important to remember that you need to identify what the brand stands for, not what you want it to stand for,” she says. While the Smithsonian has a large number of assets and is well-known, LeBlanc is careful not to let the brand be diluted by licensing deals that do not mesh well with the museum’s core values or goals. Once a licensing deal is made, LeBlanc believes that



LeBlanc has helped the Smithsonian sign deals with QVC (above) and FTD Florists (right).

it’s the licensing division’s duty to make the deal as smooth as possible for both licensor and licensee. Streamlining the licensing process is not always easy, especially in light of the assets that the Smithsonian can bring to a licensing program. The Smithsonian Institution currently encompasses 19 museums, nine research centers, and the National Zoo. The sheer size of the organization means that the foundation can be slow in obtaining or authorizing assets for licensees. LeBlanc has put together a team of experts whose duty is navigating the Smithsonian’s structures to reduce the delay. Creating a team like this and building on the Smithsonian’s considerable assets are part of what has allowed LeBlanc to bring the brand to areas it had never been before. LeBlanc was

able to put together a direct-to-retail deal negotiated between the Smithsonian and QVC. The deal combines the Smithsonian’s large amount of gemstone and jewelry assets (including the Hope Diamond, Blue Heart Diamond, and more) with QVC’s strong jewelry retail program. “It was a major accomplishment to bring two very big and very different organizations together,” says LeBlanc. The program aired this past September, with another one airing this month and four QVC/Smithsonian shows for 2011. LeBlanc has set a number of licensing deals in motion for the Smithsonian Institution. Currently, the foundation is working on an apparel deal, an affinity program, and more. The Smithsonian is also looking to expand its children’s business. LeBlanc also notes that niche programs may be opening up for individual museums, such as the National Zoo, as part of the Smithsonian brand. Overall, she intends to continue to strengthen and expand the brand. “You need the support of our organization to be successful and it’s the licensing division’s job to earn that support,” she says. Considering her success so far, it’s clear that LeBlanc has earned that support and more going in to 2011.

Cookie Jar entertainment’s by Paul Narula


n the 1960s, an author named Richard Scarry wrote and illustrated a series of children’s books about anthropomorphic cats, dogs, worms, pigs, and other animals that lived in a very busy town, leading very busy lives. The series, called Busytown, became incredibly popular around the world. Now, 50 years later, Busytown books are still selling to children everywhere. Publisher Random House sells more than half a million copies of books in the series every year. The books have been successful enough that in 2007, Cookie Jar Entertainment developed an animated television show called Huckle Cat and Lowly Worm Busytown Mysteries (airing on CBS on Saturday mornings), in which characters from Busytown solve mysteries by employing the scientific method. With the continued success of the book series and the television show reaching more than 100 million households, Copyright Promotions Licensing Group (CPLG), the licensing arm of Cookie Jar Entertainment, has been working to establish a strong licensing program for both Richard Scarry’s Busytown and the Busytown Mysteries brands. CPLG has established a number of partnerships to promote the brands. This holiday season saw a cross category World of Richard Scarry retail statement at Borders Books, and CPLG is already working on developing new programs for 2011 with mid-tier and specialty retailers. In addition, starting this past September, a year-long partnership was established between the American Automobile Association (AAA) and the Richard Scarry’s Busytown and Busytown Mysteries brands. The partnership will promote child passenger safety and use characters from Busytown to deliver messages to children and parents. CPLG has also signed a number of licensees for the Richard Scarry brands and will continue to build the licensing programs in all categories. The Bridge Direct is the master toy partner, while I Can Do That! Games has introduced board games. Other licensees include Koba, Simon & Schuster, Fifth Sun, and Millcreek.



Fast Facts ° Richard Scarry has five books in the Publishers Weekly’s Top 100 List of All-Time Bestselling Children’s Books.

° There are more than 300 titles in the Richard Scarry library.

° Richard Scarry’s books are sold worldwide and have been translated into 30 languages.

° Cars & Trucks & Things has been the bestselling Richard Scarry book for the past two years.

° The most successful Richard Scarry books, such as Busy, Busy Town and What Do People Do All Day?, still sell more than half a million copies per year according to Random House.

° is a preschooler-oriented website for the brand that features interactive games and a “My First E-Mail” function.

The Bridge Direct

I Can Do That! Games

The Bridge Direct is the master toy partner for the Richard Scarry brand and will be launching new toys for fall 2011, including a new Busytown Play System that lets kids explore and play in their own Busytown world. Pieces fit together to form one Busytown play environment.

The Wonder Forge’s I Can Do That! Games division has a number of Richard Scarry products, including the Eye Found It! board game, card games, and matching games.

Koba Entertainment


Koba Entertainment has signed on as the live entertainment partner for the Richard Scarry brand in the U.S. and Canada. Koba will launch a live, ticketed stage show entitled Richard Scarry’s Busytown—Busytown Busy in fall 2011.

Millcreek has released DVDs based on the Busytown Mysteries and The Busy World of Richard Scarry TV series.

Simon & Schuster

Fifth Sun Fifth Sun sells a vintage collection of Richard Scarry T-shirts for tweens and teens. The T-shirts have environmentally friendly social expressions and eco tips.

Simon & Schuster will release a number of children’s books based on the Busytown Mysteries television series. The books will include storybooks, board books, and activity books based on events and characters in the show.



Marketing iMMortality: DeceaseD celebrity licensing by Paul Narula


oday’s licensing market is a crowded est in a property to support the program. place, especially when it comes to When it comes to the deceased celebrity entertainment and celebrity brand- category, that particular challenge is often ing. The number of television personalities, less difficult than it would be with other catmovie stars, and musicians who have their egories. “It’s hard to establish a license out own clothing line, fragrance, or other prod- of nothing,” says David Reeder, vice-presiuct line is steadily growing as licensing is dent of GreenLight Rights, which reprerecognized as a more viable source of rev- sents Steve McQueen, Albert Einstein, and enue. But even if today’s stars are moving in others, “but these people are iconic. They have a history and a legacy.” on the business, there are a number of Sometimes, that legacy celebrity brands that have can create hurdles. Ethan been going strong for Wayne, president of John some time now, even Wayne Enterprises and though the personalithe late actor’s son, ties that they reprementions that while sent have passed on. establishing a licensing Collectively called the program based on John Wayne, “deceased celebrity” categothe company made sure to stay ry, this section of celebrity away from what Wayne refers to licensing represents a large as “cowboy kitsch”—nickelslice of the category’s pie. In plated guns, fringe-covered this year’s Forbes leather jackets, and similar Magazine’s “13 Top Earning items. “He wasn’t just a cowDead Celebrities” list, for boy and even when he was, he example, not only did John Wayne T-shirt wasn’t that type of cowboy,” Michael Jackson earn more from Dolce & Gabbana says Wayne. “We can’t have a than the rest of the list combined (at $275 million), but he also out- licensee just churning out products. They have earned living stage acts such as U2 and to match the style.” While the cowboy image is AC/DC. While Michael Jackson’s success still very much a part of the licensing program, may be an outlier, it is an indicator of what sticking to a more authentic style has allowed this category could be worth with the right the company to expand the appeal of the John Wayne brand while managing to represent the brand and the right licensing program. brand more accurately. UncHanging legacy Of course, a major aspect of any brand in With any licensing program, a licensor this category is the deceased status of the has to make sure that there’s enough inter- celebrity in question, which comes with its



Important anniversaries can provide a boost to a deceased celebrity’s licensing program.

own positives and negatives. “Working with a deceased celebrity, such as Marilyn Monroe, grants the advantage of knowing the career is not only established but that there isn’t an ongoing need to worry about which direction it will find itself in the future,” says Michelle Minieri, president of Bradford Licensing, which represents the Marilyn Monroe by Sam Shaw photography collection. There is safety in a deceased celebrity brand that doesn’t exist when the icons are still around and can risk damaging their own reputations. The flip-side of that coin is that these celebrities can no longer enhance their own reputations, either. Minieri notes that while Marilyn Monroe has iconic status, that status will remain at a plateau of exposure or notoriety, until a milestone anniversary year occurs (such as the upcoming 50th anniversary of Monroe’s death in 2012). “While deceased celebrities are less of a risk . . . living celebrities can provide an outspoken

advocate for their brand,” says Tomas Longo, assistant director of licensing at the Andy Warhol Foundation.


deceased celebrity brands with new options—not only because it makes classic material more easily available, but because it opens up the ability for consumers to interact with a brand that otherwise remains out of reach. Ani Kachoian, vice-president of licensing and merchandising at C3 Entertainment (the company that represents The 3 Stooges), points out that the brand has a very active Facebook page, thanks to reruns and syndication of the original television show. The 3 Stooges is in a unique position among deceased celebrity brands, as an attempt to revive the brand with a new movie (and thus three new stooges) will be hitting theaters in 2012. C3’s licensing program is

years in advance to take advantage of the heightened brand awareness they provide. Elvis Presley Enterprises has planned its lead-up to 2012, the 35th anniversary of Presley’s death. The Ray Charles licensing program, managed by Act III Licensing, is currently supported by the celebration of Charles’ 80th birthday. “We have to take advantage of the myriad marketing opportunities that arise during events like this,” says Aviva Rosenthal, partner at Act III Licensing. Most celebrities have events tied to their birthdays and their deaths, giving licensors multiple events to take advantage of as years move on.

One of the major problems for this category is the fact that the new generation of consumers were not exposed to the icons that make up the category in the same way that their parents or grandparents were. While for some celebrities (such as Michael Jackson), it remains too early for that to be an issue, the question remains for many licensors—how does one get a new generation and new consumers interested in the brand? “Our door is always open to any idea,” THE FUTURE OF says Carol Butler, director of interTHE PAST national licensing at Elvis Presley While many categories have Enterprises. “We all want to reach taken a hit in the past few years due as many generations as possible to the recession, many licensors are and keep the brand strong.” While feeling confident going into next licensing has always helped in this year. “After the recession that we’ve goal, Butler also indicates a number just lived through, people are lookof co-branding partnerships that ing for comfort and Americana, Elvis Presley Enterprises has which is exactly what these brands signed, keeping the singer in the can provide,” says Marla A. public eye. The Elvis Presley Mr. Metzner, president of Fashion Potato Head, for example, features Licensing of America, which repreboth the 50-year-old toy brand and sents Ernest Hemingway and F. the singer as two major draws to a Adriano Goldschmied storefront promoting the Ray Charles brand Scott Fitzgerald. Companies continconsumer. “The consumer may not ue to expand their programs and be into Elvis, but they will be into M&Ms or go to Disney World,” says Butler. focused on both the classic property and the sign new deals when unique opportunities present themselves. While their presence on “The way to keep a brand strong is to join upcoming film. forces with other strong brands and try to In addition, an anniversary year can be a the stage, screen, or studio may have ended reach an entirely new demographic.” major push for a brand’s popularity. long ago, a deceased celebrity’s brand can In addition, the internet has provided Licensors plan for significant anniversaries live on for ages.



DEcEAsED cELEbrITIEs by Paul Narula

Though years may have passed since they performed on stage or graced the silver screen, there are icons that long outlive the years they had on Earth. The enormous fanbases that these deceased celebrities command lend themselves well to a powerful licensing program. Whether a consumer is familiar with the artist’s original work or not, many of these artists have come to symbolize a concept or ideal that consumers want to be a part of. Here is a small sample of some of the most recent and upcoming licensing deals and projects in the deceased celebrity licensing category.

ELvIs prEsLEy EnTErprIsEs Elvis Presley Enterprises has signed a number of new deals. The Elvis Mr. Potato Head, part of a co-branding partnership with Hasbro and PPW toys, takes the classic Mr. Potato Head and adds an Elvis twist. Children or collectors can style this Mr. Potato Head with Elvis hair, smile, facial expressions, and props related to Elvis. The first Elvis Presley Mr. Potato Head was released in August as Elvis Live Mr. Potato Head and featured the famous Elvis white jump suit. The newest model was released this month and features Mr. Potato Head in an Elvis-style black leather jacket. The 75th Anniversary Elvis Monopoly game will feature the classic gameplay of Monopoly with imagery and art from the life of Elvis Presley, including 22 of Elvis’ albums. The traditional Monopoly tokens have been replaced with sunglasses, dog tags, a guitar, a leather jacket, a record player, and a microphone.

JoHn WAynE EnTErprIsEs John Wayne Enterprises has signed knife manufacturer W. R. Case as a licensee for John Wayne brand pocket knives. The John Wayne knife line is hand-crafted, like all Case knives, with a handle made of only natural materials, such as chestnut bone, while the blades are made of TruSharp surgical steel. Every blade will have a printed silhouette of John Wayne or the actor’s signature.



AcT III LIcEnsIng As part of the yearlong celebration of Ray Charles’ 80th birthday, Act III Licensing has signed a deal with Adriano Goldschmied for a line of high-end Ray Charles apparel, featuring imagery and artwork from the Ray Charles estate.

brAdFord Licensing The newest addition to the Marilyn by Sam Shaw program is clothing designer and manufacturer Jem Sportswear. Jem will be developing stylized Tshirts, loungewear, and junior’s tops using the imagery available from Sam Shaw’s photography archive.

FAsHion Licensing oF AmericA Thomas Raymond and Co. has developed a new line of Hemingway shoes and footwear, based on the classic styles of the author. The shoes are handmade and divided into three lines: angler, sportsman, and literary.

Andy WArHoL FoundAtion Bond No. 9 has released the new Andy Warhol Montauk fragrance, which is styled after descriptions of one of Warhol’s favorite getaway spots, the town of Montauk in Long Island. Each bottle features imagery from Warhol’s Sunsets series.

Audrey Hepburn estAte The Vandor Group is working with the estate of actress Audrey Hepburn to produce a full line of products bearing the actress’ name and likeness. Products include a square tin tote, small and large recycled shopping totes, ceramic mugs and mug sets, and stationery.



The GreaT OuTdOOrs fOr everyOne by Paul Narula


hen you ask most people what season it is right now, most likely they’ll tell you it’s winter. However, if they pause for a moment and then say “deer season,” you’ve found one of the many members of the target demographic for outdoor brands such as Remington and Smith & Wesson. Hunting, fishing, and camping remain popular activities, even in today’s technology-driven world, and the consumers who participate in these activities are just as eager for licensed products from their favorite brands as their indoor counterparts. Still, while appealing to a niche audience is important, more outdoor licensors have been looking at making their brands appealing to additional segments of the market.

more aware of health trends, leading to additional outdoor activities. Many licensors (especially firearm and camping gear manufacturers) note that if a consumer has already purchased the relevant equipment, outdoor activities are often affordable alternatives to more expensive vacations. “I believe that people are viewing hunting and shooting sports as another version of the popular ‘staycation’

sTayInG OuTsIde While one might assume that the march of technology and indoor entertainment might hinder the licensing efforts of brands that mostly stay outside, most of the licensors interviewed for the article have reported a strong showing for their licensing programs. Some, such as Mark Fisher, licensing manager at MHS Licensing, which represents the outdoor art brand Buck Wear, believe that this is in large part because of a renewed interest in the environment and thus heading outdoors. “The trend of going green has had a positive impact on outdoor brands and more specifically on our wildlife artists,” says Fisher. Additionally, Fisher notes that even though there is a great deal to do indoors, people today are



Remington’s licensed pet products from Coastal Pet complement the company’s core hunting products.

practice that we have seen surface since the economy tumbled,” says Jeannine Dameworth, licensing manager for

Browning. The core demographic for outdoor licenses is already committed to the activity—economic troubles or changing technology won’t budge that group from its brand loyalty.

GOInG afIeLd In general, the natural extensions for many outdoor brands are products that would be complementary to the core brand or product. Browning, for example, has robust licensing partnerships in the camping, outdoor cooking, and gear bag categories. “Consumers are looking for quality products with multiple uses, such as camping products and outdoor cooking, which could be used for the fall deer camp after a summer of camping with the family,” says Browning’s Dameworth. However, Browning also recognizes that the strength of its brand could carry its products out of the woods and into the homes of its fans, to which end the company has signed a number of deals for belts, suspenders, and even bedding and bathroom supplies, all featuring the Browning Buckmark logo. The company counts on the fact that if consumers find its products reliable outdoors, then they will presumably find its indoor products just the same. Many outdoor companies are expanding on their licensing programs to establish themselves as lifestyle brands rather than outdoor brands. Smith & Wesson is undertaking a significant licensing initiative with products across multiple categories. “When people think about Smith & Wesson, we

Buck Wear artwork

don’t want them to just think about firearms,” says Harry Falber, exclusive global licensing agent for Smith & Wesson. “We want them to think about safety, about protection, and about how best to protect the things they love.” The National Wild Turkey Federation (NWTF) has established a wine club to increase the appeal of its licensed wines to both men and women and make its way into the gift category. Some companies have even embraced one of the category’s strongest competitors for attention: video games. Remington has signed with Mastiff for a series of games on the Nintendo Wii platform, with three titles scheduled for release in 2011.

THE BIG SHOT SHOW Perhaps the biggest event for this cate-

gory all year is the annual encompass everything that the company Shooting, Hunting, Outdoor does in the category,” says Lester. Trade Show (SHOT Show), which is organized by the CHANGES COMING Even though most licensors have reportNational Shooting Sports Foundation (NSSF) and Reed ed having a strong 2010, 2011 will still be a Exhibitions. The show will be at year of changes and new developments as the Sands Expo and Convention the market evolves. Some manufacturers Center in Las Vegas for 2011, have noticed a strong call for more womanfrom January 18–21, and few, if and youth-oriented versions of their core any, of the category’s licensors products in what was previously an entirely and licensees would choose to male-dominated category, indicating that skip it. “At the SHOT Show, we families are becoming interested in particihave the advantage of command- pating in outdoor activities together, instead ing a large space that we would- of making them the sole domain of fathers n’t be able to have at a purely and sons. Browning’s Dameworth even licensing-based show,” says notes that the company’s apparel licensees Scott Lester, director of product have received requests for more pink prodmanagement and marketing at Remington. ucts, specifically for young girls. Most believe that this will lead to a large “For us, it’s a vital way of getting potential upswing in the demand ourselves outdoors to the cusfor branded products that are outtomers and the retailers.” In fact, side the usual scope of the standard expecting a strong year in 2011, outdoor brand. “I can see more many companies are stepping non-core and non-traditional up or increasing their presence channels being opened up for us, at the show. Buck Wear will be while still allowing us to appeal exhibiting with a number of its to our core consumer,” says licensees at the show for the Remington’s Lester. Whether a first time, giving new licensees company is focused on enhancing a more up-close look at what and supporting its core brand or can be done with the artwork intent on expanding into new catbrand’s assets. Remington will egories, one thing is for certain— be expanding its booth to even if consumers choose to stay include more aspects of the NWTF Energy Shots inside, the product lines provided company’s core products. from Strut & Rut by outdoor brands make it easy to “We’re going to make sure that bring the outdoors to them. our presence this year will



ouTdooR LicEnSing by Paul Narula

Hunting, fishing, and camping are all activities that take us to the great outdoors. Modern outdoorsmen have a number of tools and toys they take with them on their journeys, from firearms for hunting to portable stoves for cooking. Each of these products comes from a brand name that outdoor enthusiasts trust. These trusted products then become the focus for strong licensing programs. As more women and children get involved in outdoor activities, licensors are finding that the product categories continue to expand. Shown here are just a few of the most recent licensing deals that have taken the great outdoors to a new audience and a new venue.

BRowning The Browning Buckmark Collection from John Marshall Design takes the classic Browning Buckmark logo and brings it indoors with products for the bedroom and bathroom. Products include shams, drapes, pillowcases, comforter shells, bedskirts, shower curtains, and more.



REMingTon Working with Ohio-based pet product manufacturer Coastal Pet, Remington has developed a full line of products for the care and training of sporting dogs. Products include hunting dummies, shampoos and deodorizers, training leashes and collars, hunting safety wear, whistles, and more. All products are designed with the safety and care of the dogs in mind and are 100 percent non-toxic.

Mossy oak Camoflauge manufacturer Mossy Oak will be seeking licensing opportunities for its newest pattern, Break Up Infinity, which features new imaging technology to help hunters hide in dense woodlands.

NatioNal Wild turkey FederatioN Strut & Rut will be producing a line of energy drinks and shots for the National Wild Turkey Federation (NWTF), including the new Energy Stix product. NWTF Energy Stix will provide the same energy as the energy drinks or shots, but come in a flavored powder sealed in a package that opens silently. The products are designed to be used by hunters, but can be used by anyone with a need for a quick energy boost.

Buck Wear Checks In The Mail has created a full line of Buck Wear-branded personal checks. Each check bears one of the Buck Wear motivational poster images as a background to the check. Checks In The Mail will also be producing a full line of other Buck Wear products, including checkbook covers, personalized labels, small tote bags, luggage tags, keychains, wristlets, debit/credit card caddies, and ID holders.

NikoN Nikon is seeking licensing opportunities for its newest line of highend binoculars, the EDG. The binoculars feature Nikon’s new ED glass to eliminate glare and lighting issues. The company will be looking for opportunities in multiple categories.

sMith & WessoN Smith & Wesson is opening up its licensing program to include more lifestyle-oriented categories in a decision to establish the Smith & Wesson property as an adult safety-oriented lifestyle brand. While no specific deals could be announced as of press time, the company is in talks with a number of licensees for products in apparel, home safety, home furnishing, accessories, outdoor furnishings, and more. The goal of the new licensing ventures is to establish Smith & Wesson as a go-to brand for safety and reliability, thanks to the company’s reliable reputation in the small arms and long guns firearms categories.



Restaurant and Wellness Brands Cook at Retail by Chris Adams


he licensing of food brands and beverage brands is intertwined. Many of the agencies that have clients in one area also have clients in the other. The two categories also seek shelf space in the same types of outlets and face similar issues of finding new channels for placement in addition to looking for gaps in grocery store offerings. The hottest subcategory of this supercategory is restaurant licensing. There is practically no other area within the licensing industry that has seen so much attention as of late. It turns out that the ongoing economic weakness is actually fueling this growth. “During this recession, restaurant sales declined because people are staying at home more,” says Cara Bernosky, president of IMC Licensing. “The restaurants are looking at licensing as a way to capture ‘share of stomach.’ If consumers aren’t eating in restaurants, this is how the restaurants make sure customers are engaged with the brand so when the economy does rebound and people start eating out more, there is a connection.” As this strategy of keeping consumers connected to the restaurant brands, while gaining incremental income, has seen success, it has gained the attention of even tentative brand holders. “Some of these restaurants that have been reluctant to join the licensing fray have changed their minds because it puts their brand in front of consumers and they can add coupons to drive traffic to their restaurants,” says Bill McClinton, senior vice-president of marketing at Global Icons. The category has proven so successful that Brand Central has rapidly expanded its food and beverage clientele to include restaurant brands such as Baja Fresh, La Salsa, and Canyons Burger, with additional restaurant brands expected to be added. However, as the segment gains more attention, there are more pitfalls to overcome and more of a chance of getting lost in the fray. “To stand out, we believe that your brand has to have signature items that are beloved by consumers,” says Ross Misher, CEO of Brand Central. “In addition, you need to have a leadership position in your category. Finally, your licensee needs to deliver the restaurant experience with high quality products at an affordable price with excellent marketing.” Even with brands that are being well-executed in the licensing



Broad Street Licensing has experienced success with its Burger King licensing program. Commenting on the snack line (shown), Broad Street’s Bill Cross says, “Consumers understand these products aren’t the same as those served at the restaurant, but they’re comfortable with items if they’re ‘best in class.’ No one mistakes the Burger King Ketchup & Fries snack chips for real French fries.”

space, the crowding of restaurant brands has presented difficulty. Broad Street Licensing was an early entry into this space with its successful Burger King program. Vice-president of restaurant and food brand licensing at Broad Street, Bill Cross sees the overcrowding reaching its tipping point. “The market is quickly becoming oversaturated as every Tom, Dick, and Harry restaurant brand is trying to go to retail, often with poorly executed programs or by doing it on the cheap. There is a shake-out coming.” Cross adds that, “Some retailers have indicated they are no longer interested in licensed restaurant brands unless they’re in the top tier. Standing out at retail requires three things: l A strong brand that consumers understand and ‘give permission’ to for extensions into retail l Innovative products: Label-slapping results in products that are more expensive than private label or non-licensed, but are not better l Brand support: If your brand’s goal isn’t driving traffic back to restaurants with couponing, website pages devoted to retail, and even ad spends, then you’re swimming upstream,” he says.

Health & Wellness Another area of interest in the food and beverage licensing space is health and wellness. Often, the selling proposition isn’t designed to attract hardcore nutrition-focused folks, but rather the consumer out in the market looking for “better for you” propositions. “The trend toward health and fitness is right in line with what

Discussing DISCUS The liquor industry is heavily regulated in terms of how it can reach out to consumers. Many manufacturers voluntarily follow rules laid forth by the Distilled Spirits Council of the United States (DISCUS), which are more stringent than laws on the matter. The DISCUS code addresses issues such as “Beverage alcohol products should not be advertised or marketed in any manner directed or primarily appealing to persons below the legal purchase age” and “No brand identification, including logos, trademarks or names, should be used or licensed for use on clothing, toys, games, or game equipment, or other items intended for use primarily by persons below the legal purchase age.” These rules also apply when branching out into licensing with liquor brands. “We make sure that age appropriateness is addressed and all of our licensees know how to market and license spirit brands,” says Robert Schwartz, vice-president of licensing at The Licensing Company (TLC), which manages licensing for the Jim Beam brand, among others. “Jim Beam is very good at this.” Sometimes, even if everything is on the up and up, placement at retail is limited because of the adult-oriented nature of liquor brands. For instance, a key part of the Jim Beam licensing program is meat snacks. TLC helped spearhead a change in the packaging for the snacks. New packaging will feature more of a co-branded feel with the Duke’s brand being featured along with the Jim Beam brand and its flavor profile.

we’re doing,” says IMC’s Bernosky. “Brands and licensed products that home in on the trend will see success.” This “better for you area” is in line with First Lady Michelle Obama’s wellness initiative to combat childhood obesity. Today’s parents are searching for these better-for-you products to help their children grow up healthier. “Welch’s is not a health brand, but it is a healthier alternative,” says Robert Schwartz, vice-president of licensing at The Licensing Company (TLC), which manages the Welch’s licensing program. “‘Health and wellness’ is a key aspect of the business as is ‘better for you.’ We will bring better for you to other areas at retail.” An interesting component of TLC’s Welch’s program is that the agency actually had Welch’s exit an area of business and farm it out to a licensee. Welch’s started doing dried fruit in 2005, but recently TLC convinced the company to license this area out to SunTree, a company that has more expertise in that area.

Comfort Food Of course, health and wellness isn’t the only popular selling proposition within the food and beverage licensing space. The idea of comfort and the emotional connection people have with food is also successfully being leveraged. This angle works especially well with dessert and snack brands. “Without question, Entenmann’s emotional connection is a key driver,” says Joanne Loria, executive vice-president of The Joester Loria Group, which represents Entenmann’s for licensing. “Who, on the East Coast especially, doesn’t have memories of Entenmann’s coffee cake with the knife in the box on the kitchen counter?” No matter how you slice it, the food and beverage category is one that relies on the connection that consumers have with their favorite forms of sustenance. Food and drink is such an important part of life, from the social aspects of going out to a favorite restaurant or sharing a few drinks with friends, to settling in with a licensed ready-to-eat meal and a favorite television show after a stressful day.



Food & Beverage by Chris Adams

The ongoing economic uncertainty has lead many restaurant brands to enter the licensing space to drive traffic and build brand affinity. The health and wellness area also is seeing ongoing success in licensing. Of course, comfort food brands never go out of style. Below is a sampling of the latest food and beverage deals in these areas and others.

Broad Street Licensing Group

Broad Street Licensing Group continues to see success with its Burger King program, even amid a crowded market of restaurantlicensed products. Shown is the “King” line of microwaveable potato items.

IMC Licensing

The latest deals for Sunkist involve dried fruit by Titan Foods and ice cream, sherbet, and frozen dessert treats by Game On Foods. The deals were brokered by IMC Licensing.

Hasbro Entertainment & Licensing

Licensing Link

Fortune Fashion offers a White Castle employee-inspired shirt as part of its licensed offerings. Licensing Link represents the White Castle brand for licensing.



The licensing deal with Kellogg’s for Scrabble Junior Cheez-Its has been renewed through 2012. Due to the success of this partnership, Kellogg’s will be launching a Scrabble Junior Fruit Shapes SKU in January.

The Licensing Company

Brand Central Brand Central Group has launched a restaurant division that will sign on restaurant brands for licensing. The first client for the group is Fresh Enterprises LLC, which owns the Baja Fresh, La Salsa, and Canyons Burger food brands. The agency will begin work in this division by extending the Baja Fresh restaurant brand into new product categories through licensing partnerships ranging from fresh refrigerated food offerings to salsas and condiments.

The Joester Loria Group

Joester Loria signed on Coffee Holding Company as a licensee to offer Entenmann’s Ultimate Cinnamon Crumb Cake Coffee. The agency has also extended its Pepsico offerings by adding a line of retro T-shirts from Trau & Loevner featuring vintage-style artwork for Pepsi and Mountain Dew.

Under the guidance of The Licensing Company, Welch’s spun off its dried fruit business to SunTree. New packaging for the line is expected in 2011. Shown is a package similar to that used when Welch’s manufactured its own dried fruits. The shown package does, however, feature the new Welch’s logo.

Global Icons

Global Icons represents a host of food and beverage brands for licensing, including Bennigan’s, Guinness, Cold Stone Creamery, Captain Morgan, Chuck E. Cheese’s, and Steak and Ale. The agency recently signed on TCBY to its licensing stable. The TCBY line is expected to include new food as well as non-food lines. On the way for Bennigan’s is a line of heat-and-serve sandwiches and meals for the food service and C-store channel next year. The licensee is Kiser Capital.


SloaneVision Unlimited announces the launch of The DQ Blizzard Maker from Spin Master Toys. The device can make Dairy Queen’s popular Blizzard ice cream treats from the comfort of home. SloaneVision represents Dairy Queen for licensing.



tHe Harry Fox agency, Inc. nat annamalaI, VIce-PresIdent, busIness deVeloPment & reVenue assurance the Harry Fox agency, Inc. (HFa), expanded nat annamalai’s role to vice-president, business development & revenue assurance. Previously he was vice-president of revenue assurance. In his expanded role, annamalai now works closely with business development to identify and pursue potential clients for HFa’s administration services offerings, which provide seamless back-office solutions for rights administration along with transaction advisory services. annamalai will leverage his strong industry experience and business relationships to ensure both new and existing clients realize the benefits of HFa’s administration services opportunities. Working with the business development team, he will develop customized solutions to best suit clients’ needs and work with HFa’s finance group to generate pricing models. In addition, annamalai will continue to direct the efforts of the royalty compliance department, inclusive of developing and implementing reporting and system applications to ensure royalty compliance examinations are conducted in an optimal manner on behalf of HFa’s clients. Prior to joining HFa in 2003, annamalai was the executive vice-president and chief financial officer for ges exposition services, Inc., a tradeshow and exhibit services provider.

scHolastIc medIa daIsy klIne, VIce-PresIdent brand management


marketIng and

scholastic media, a division of scholastic, Inc., promoted daisy kline to vice-president of marketing and brand management. she is responsible for directing the marketing, Pr, and strategy for scholastic media’s portfolio of brands and products. In kline’s new role, she will continue developing strategies to maximize brand revenue and ensure coordinated exposure across a wide array of product categories and strategic partners. kline joined scholastic media in 2007. Prior to joining scholastic, kline held marketing posts at random House children’s books and Harpercollins children’s books.

IconIx brand grouP, Inc. Helene gordon, senIor VIce-PresIdent, brand management, Peanuts WorldWIde

Hasbro, Inc. James Walker, VIce-PresIdent, brand lIcensIng, euroPe Hasbro, Inc., named James Walker as the company’s vicepresident, brand licensing, europe. Walker will lead the company’s emea licensing initiatives. Walker joins Hasbro from the Walt disney company.



Iconix brand group, Inc., announced that Peanuts Worldwide, its joint venture company with charles m. schulz creative associates, promoted Helene gordon to senior vice-president, brand management of Peanuts Worldwide. gordon has been working on the Peanuts brand since 2000 and has been instrumental in building the global business and managing relationships with partners including metlife, Warner Home entertainment, and cedar Fair theme Parks.

sesaMe WorKshoP ProMotions anD hires sesame Workshop promoted Maura regan to senior vice-president and general manager of global consumer products. Jessica Giat was named vice-president of licensing, partner relations, reporting to regan. regan, former vice-president and general manager, global consumer products, will oversee global retail business across all major categories of licensed goods including toys, packaged goods, apparel, home furnishings, stationery, and gifts. she joined sesame Workshop in 1999. Giat will be responsible for managing sesame Workshop’s master toy licensees—coordinating Jessica Giat activities on a worldwide basis, analyzing activities by territory and monitoring the overall account with a global perspective. she will also work closely with the education and research team to ensure that the educational goals of the Workshop are factored into the development process. the company also just announced that it has promoted scott Chambers to senior vice-president, worldwide media distribution; Mike Khouri to vice-president, home video and audio distribution; and Jennifer Perry to vice-president of publishing. Maura Regan Chambers, who joined sesame Workshop in 2002, will be responsible for supervising all aspects of the digital, traditional, and mobile media businesses worldwide, including publishing, interactive, television, home video, and audio. Prior to joining the Workshop, Chambers was with Disney Publishing. Khouri, who joined the Workshop in 2006 as assistant vice-president of retail strategy and business development, is now responsible for supervising all aspects of home video and audio businesses domestically and internationally. Prior to the Workshop, he worked at Universal Music. Perry, who joined the company in 2005 from scholastic, is now responsible for supervising all aspects of the publishing business at the Workshop, domestically and internationally, including the sesame Workshop Publishing archive.



streaMbanK LLC DaviD Peress, PrinCiPaL streambank LLC, a leader in providing intangible asset disposition, advisory, and valuation services, hired David Peress as a principal based in its needham, Mass., office. he will lead streambank’s expanded offering of asset advisory and management services. Peress has spent the past 20 years as a restructuring and asset disposition advisor and investor. Most recently, he was president of hudson Capital Partners. Prior to hudson, Peress was a managing director for boston’s Crystal Capital Fund.

CPLG Protheroe & Manners, ProMotions Copyright Promotions Licensing Group (CPLG) promoted Chris Protheroe to president and group managing director. his promotion to the newly created role comes as part of a restructuring following the departure of CPLG’s Ceo, Katarina Dietrich. Protheroe will be responsible for the strategic management and leadership of the business and will be working alongside steve Manners. Manners was recently appointed executive vicepresident and director of entertainment. he is responsible for dealing with existing licensors and acquiring new rights from either existing or new licensors. Dietrich will continue to act as a consultant for the business until the end of this year. she established the German office in 1996 before moving to London in 2000 as managing director of entertainment. she became Ceo in 2008.

F EBruArY 3–8 13–16 15–18

Spielwarenmesse International Toy Fair American International Toy Fair KidScreen Summit

Nuremburg Exhibition Center Jacob Javits Convention Center Hilton New York

Nuremburg, Germany New York City New York City

International Home & Housewares Show Brand Licensing Central & Eastern Europe Paperworld Middle East Halloween Costume & Party Show Bologna Children’s Book Fair

McCormick Place Corinthia Grand Hotel Royal Dubai International Convention Center America’s Center & Dome Bologna Exhibition Centre

Chicago Budapest, Hungary Dubai, UAE St. Louis Bologna, Italy

High Point Market MIPTV London Book Fair Time To Play Spring Showcase

International Home Furnishings Center Palais des Festivals Earls Court Convention Center The Altman Building

High Point, NC Paris London New York City

National Stationery Show SURTEX BookExpo America

Jacob Javits Convention Center Jacob Javits Convention Center Jacob Javits Convention Center

New York City New York City New York City

Electronic Entertainment Expo Licensing International Expo

Los Angeles Convention Center Mandalay Bay Convention Center

Los Angeles Las Vegas

M ArCH 6–8 7–8 7–9 10–13 28–31

A PrIL 2–7 4–8 11–13 28

M AY 15–18 15–17 23–26

J uNE 7–9 14–16

Toy Fair 2011 February 13–16, Jacob Javits Convention Center, New York City;

International Halloween Costume & Party Show 2011 March 10–13, America’s Center & Dome, St. Louis;

Licensing International Expo 2011 June 14–16, Mandalay Bay Convention Center, Las Vegas;



by Nancy Lombardi


below is a samPling of what


consumers are exPected to sPend this holiday season.

ibis World holiday Forecast says. . .

Do you think Santa Claus reads marketing statistics? Who leaves him the best cookies? Is it households in the Northeast earning $50,000 or less? Or does he fare better in a Midwestern household of $150,000-plus? How does the quality and quantity of the cookies compare to the carrots left for the Easter Bunny?

What’s in a number? a lot—if those numbers make or break fourth quarter business. as we go to press on this issue, it is just days before thanksgiving. and that means only one thing: plenty of speculation about what consumers will (or won’t) spend this holiday season. here is a snapshot of the myriad holiday-related stats we have received over the past month.

Western union Payments’ money mindset index says. . . • 30 percent of consumers have hidden a gift purchase from their spouse/significant other • 60 percent set a holiday budget (hmm. . . no word on how many stick to it) • 32 percent will spend less on each person this year • 20 percent will buy a holiday gift for a work colleague. Not surprisingly, 19 percent will do it only out of obligation. Obligation? No, really?

• Retail sales on Black Friday are projected to increase 1.9 percent from 2009 to $11.7 billion. The overall Thanksgiving weekend expenditure is expected to grow 3.4 percent to $41.7 billion. • Cyber Monday sales are expected to grow 13.2 percent. • Overall holiday sales are expected to rise 3.6 percent from last year, totaling $59 billion. Electronics are expected to be the strongest growth category increasing 7 percent. • IBIS says it expects luxury shopping will return. The company is projecting jewelry sales to be up 6.1 percent from 2009. • Apparel is projected to grow 0.1 percent from 2009. • Food expenditure is expected to increase 1.8 percent to $5.1 billion. Spending on decorations, obviously highly discretionary, is only expected to rise 0.5 percent. • Christmas tree sales are expected to increase their revenue 4.4 percent.

citi/hart research associates holiday survey says. . . • 42 percent of households making less than $50,000 annually plan to decrease holiday spending. • 40 percent of households earning $50,000–$75,000 annually plan to decrease holiday spending. • 37 percent of households earning $75,000–$150,000 annually plan to decrease spending. • Three in 10 Americans making more than $150,000 annually plan to decrease spending. • Those living in the South plan to spend an average of $987 on holiday shopping. • Residents in the Northeast plan to spend $917. • Residents in the Midwest plan to spend $900. • Residents in the West plan to spend $778.



Royaltie$, December 2010  

Royalties is a monthly magazine highlighting the hottest trends in the licensing industry.

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