Royaltie$, December 2011 by aNb Media

December 2011 Vol. 6, No. 6

Features 16

eating Out at Home by Laurie Leahey

Food and beverage: product presentation by Laurie Leahey

Deceased celebrities: Legends Live On by Jennifer Lynch

Deceased celebrity Licensing: product presentation by Jennifer Lynch

performance and style merge in Outdoor Licensing by Chris Adams

Outdoor Licensing: product presentation by Chris Adams

Departments 4 6 8 10 12 14 28 30

Observations & Opinions The Ticker Real Deal On the Radar Royaltie$ Marketplace: Focus Brands’ Cinnabon Mavericks in the Market: Ross Misher, Brand Central You’re Hired! Calendar of Events

ON THIS PAGE (FROM THE LEFT): MODA signed BBC International as a licensee to create the Bushnell Footwear offerings. Scene from My Week with Marilyn, a film that lets fans experience the glamour the late actress (played by Michelle Williams) once alluded on screen. Photo by Milton H. Greene and Joshua Greene and provided by The Weinstein Company. Bruce Lee Enterprises teamed up with Round 5 to create figures. Licensing Link brokered a deal between White Castle and Changes for T-shirts.

ON THE COVER: Inventure Foods partnered with Nathan’s Famous for a ready-to-eat line. Shown here is Nathan’s Famous Chili Cheese Fries. The Licensing Group represents Welch’s. Shown here is an antioxidant fruit blend. IHOP, in conjunction with The Valen Group, announced the launch of IHOP at HOME Syrups. Broad Street Licensing Group represents O’Charley’s for licensing. Focus Brands represents Moe’s Southwest Grill.

www.aNbMedia.com

ANB

MEDIA WELCOMES 2012 WITH NEW OPPORTUNITIES he year 2011 is about to come to

gers and traditional press were on hand in-

a close and for many in our busi-

cluding access Hollywood, the New york

ness, it couldn’t be soon enough.

Post, Gifts.com, in Style, and About.com.

But for aNb Media and Royaltie$ it has

With year one under our belts, we expect

been a stellar year and we are looking

the press attendance to grow in year two

forward to another in 2012.

and for RBS 2012, which takes place July

Why the optimism? It’s mostly because our little company is quickly be-

24, to sell out quickly since the space is limited to 25 companies.

coming a media juggernaut. What began

Not to be forgotten, Royaltie$ and

in 2005 as a publishing company printing

toyS & Family eNteRtaiNmeNt still main-

trusted trade publications for the toy and

tain their positions as the top trade maga-

licensing industries, now has two web-

zines in their respective fields. However,

sites and three successful press events.

the toy and licensing industries change on

Our consumer website, www.timeto-

a daily basis. In order to give our audi-

playmag.com, has become the trusted source

ence more timely information, we have

for accurate information on toys and play.

our trade website, www.anbmedia.com,

The site, coupled with our weekly web TV

which brings those who have registered

show and Twitter game show, has the Time

twice-weekly news blasts that have be-

to Play community growing every day.

come a staple for the key decision mak-

After producing two noteworthy press

ASSOCIATE PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ADVERTISING MANAGER DONNA MOORE DONNA@ANBMEDIA.COM

by Andy Krinner

PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM

ers in both industries.

CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM CONTRIBUTING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM EDITOR LAURIE LEAHEY LAURIE@ANBMEDIA.COM ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTOR MATT NUCCIO MATT@DESIGNEDGE.NET

events under the Time to Play banner, we

We fully expect this pace to continue

added a third this past summer with the

in 2012. This kind of growth does not

LITZKY PUBLIC RELATIONS, 320 SINATRA DR., HOBOKEN, N.J. 07030

Royaltie$ Brand Showcase (RBS), which

come without growing pains. We allevi-

(201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM

also got off to a great start with 21 com-

ated one of those growing pains by ex-

panies representing 42 brands and more

panding our office space. We have just

than 60 members of the media in atten-

taken over the office space adjacent to our

dance. Like our Time to Play events, RBS

current headquarters, which will house a

is for media only. However, RBS show-

2,000-square-foot studio and storage fa-

cases all categories of products that con-

cility early next year.

sumers will see on the shelves during the

The team at aNb Media has a lot to be

holiday shopping season. After all, not all

thankful for. We would like to wish

toys are for kids. More than 50 long-lead

everyone a happy holiday season and a

reporters for gift guides as well as blog-

healthy and prosperous 2012.

ROYALTIE$ DECEMBER 2011

PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH

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

MEDIA, INC.

229 WEST 28TH STREET, SUITE 401, NEW YORK, NY 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 Royaltie$ is published six times per year by aNb Media. Copyright 2011 aNb Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. Royaltie$ is a registered trademark of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of Royaltie$ management.

A RecAp of IndustRy HeAdlInes for More news, Visit www.anbMedia.com • sign up to Receive

BarBie and Stardoll Partner

for faShion

fRee

Weekly news Blasts

dollS

Mattel’s Barbie and stardoll have partnered to bring the world of virtual dress-up and online play to life with the stardoll by Barbie line of collectible fashion dolls. the partnership marks the stardoll brand’s first foray into translating its online fashion portal into physical dolls, allowing fans to explore the world offline. the stardoll by Barbie collection will feature eight new fashion dolls, based on four of the most popular virtual stardoll stores in starplaza. Inspired by stardoll avatars, stardoll by Barbie dolls come packaged mirroring signature avatar poses. each doll features details such as rooted eyelashes, a unique face and body sculpt, as well as a distinct style, for an authentic stardoll play experience.

Marvel entertainMent SignS Bravo SPortS Bravo sports has partnered with Marvel entertainment to produce a variety of spider-Manthemed outdoor recreation products featuring the classic comic book Spidey and imagery from the recent theatrical franchise. Bravo sports will manufacture and distribute the licensed products, including 21-inch and 28-inch skateboards and convertible skates, for target and toys “R” us, expected in stores in January.

annoying orange headS to aMuSeMent ParkS the collective has signed with amusement industry supplier nanco for a line of toys inspired by the Annoying orange. the deal was brokered on behalf of the collective by the Joester loria Group, the licensing agent for Annoying orange. the new product line will consist of Annoying orange plush toys with a range of characters, facial expressions, and sizes. the plush toys will include sound chips with puns and sayings from the show. the line debuted at the International Association of Amusement parks and Attractions (IAApA) trade show in orlando, fla. the initial product launch will be followed by full-size Annoying orange basketballs and additional line expansions including pear, Midget Apple, Marshmallow, Grandpa lemon, and passion fruit.

entenMann’S introduceS cookBook and aPP entenmann’s has teamed up with parragon Books to publish its first baking book, Entenmann’s Big Book of Baking. the collection of more than 140 recipes includes entenmann’s favorites as well as new ideas, such as the “Almost Homemade” section featuring recipes incorporating entenmann’s classic products. the recipe selections are the result of a contest held on entenmann’s facebook page. the book launched in september and its corresponding entenmann’s Home Baking app is now available for the ipad. the collaboration was brokered through the Joester loria Group, entenmann’s licensing agency.

ROYALTIE$ DECEMBER 2011

Prima Toys signs souTh african Deal

for

ZhuZhu PeTs

Lisle International Licensing announced the appointment of Prima Toys as the master toy licensee for ZhuZhu Pets in South Africa. The deal, arranged by Lisle’s South African sub-licensing agent Character Licensing & Marketing (CLM), will see various new ZhuZhu Pets categories in the territory. Under the agreement ZhuZhu Pets will add to its portfolio with merchandise from various categories including publishing, plush, mini collectibles, and arts and crafts.

Warner Bros. consumer ProDucTs unveils haPPy feeT TWo licensing Warner Bros. Consumer Products (WBCP) has assembled a global collection of licensees in celebration of the animated family comedy adventure Happy Feet Two. Thinkway Toys, the global master toy partner for the property, has built upon its existing Happy Feet line and created Happy Feet Two products, including Dancing Erik, Boadicea, and Ramon. The toys feature state-of-the-art dance moves, interactive play features, music, and a talk-back mode that allows the toys to speak and dance. The line also features several sizes of soft, huggable plush based on the main characters in the film, a musical dance playset, collectible figurines, wind-up toys, a bucket ’o’ penguins, an icebergs playset, and more. Thinkway Toys’ Dancing Erik U.S. licensees include Rubie’s Costume Co. (costumes), Pressman Toy (interactive games), BuildA-Bear Workshop (collectible plush), MeadWestvaco (themed calendars), Hallmark (decorative ornaments and party supplies), Anagram International (party décor), Penguin Children’s Books (books inspired by the film), CSS Industries (gift wrap, writing instruments, and stickers), Bakery Crafts (baked goods), and Trends International (posters). International licensees include Fujifilm (limited-edition digital and disposable cameras), French fast food chain Flunch (figurine premiums), Albin Michel (books and sticker activities), Kinder Sopressa (confections), and national retailer Nucleo (apparel collection and holiday promotion).

maD engine TaPPeD as reDakai aPParel ParTner Cartoon Network Enterprises (CNE) signed Mad Engine as its lead apparel partner for Spin Master Ltd.’s boys’ action property Redakai. Through the agreement a full range of boys’ T-shirts, fashion tops, tank tops, pullovers, and zip fleece in all print applications and fabric techniques will launch across all tiers of retail in spring 2012. The addition of the upcoming Mad Engine apparel line builds on the launch of Spin Master’s trading card game and the debut of Redakai: Conquer the Kairu on Cartoon Network.

kiDZ BoP Teams WiTh harPercollins anD rca recorDs for siTe’s firsT fan Pages Kidz Bop has teamed up with HarperCollins and RCA Records to debut the website’s first official fan pages, which allow kids to establish a fan base through a social application in which they can interact with brands and other kids with similar interests. HarperCollins debuted its Book of the Month Club Fan Page, featuring tabs that allow kids to read an entire HarperCollins book each month for free, exclusive Q&As to interact with authors, and games featuring new HarperCollins books. Kidz Bop also teamed with RCA Records to create dedicated fan pages for some of its artists. The launch of the Kelly Clarkson Official Fan Page coincided with the release of her latest album, Stronger. Kids can listen to a sample of her new album and ask her questions in an exclusive video Q&A. Nashville pop rockers Hot Chelle Rae also launched an official fan page timed to the release of their new album Whatever.

ROYALTIE$ DECEMBER 2011

FireFly Brand ManageMent and geddes group The Geddes Group has signed Firefly Brand Management as its international licensing agency for international photographer Anne Geddes. Geddes is known for her iconic style of children’s portraiture as well as her artistic images of nature and pregnancy. The first issue of Geddes’s English-language digital magazine, My Pregnancy: A Woman’s Story, which combines her images with stories told by the diverse women she’s photographed, launched worldwide in November and the My Pregnancy project is expected to come to the U.S. Through the new partnership, Firefly Brand Management and Geddes Group hopes to introduce Geddes’ work to new audiences of women, girls of all ages, and the next generation of mothers around the world.

Cplg and the Bridge direCt Cookie Jar Entertainment and its licensing arm CPLG launched a new Richard Scarry’s Busytown toy line through a partnership with The Bridge Direct. The new toy line, based on the iconic animal characters and whimsical vehicles from the world of Richard Scarry, includes Busytown playsets, plush, vehicles, and figure packs. The line is now available at Toys “R” Us stores nationwide, as well as FAO Schwarz Fifth Avenue in New York City and online at www.Toysrus.com and www.FAO.com.

Boo2yoo and MeMBrain liCensing ZombieZoo and owner Boo2Yoo, Inc., will expand the ZombieZoo line with a new multi-platform licensing and media program led by memBrain Licensing, LLC. memBrain Licensing will work with ZombieZoo creator Neecy Twinem to develop new multi-platform licensing, media, and promotional opportunities for the brand. ZombieZoo is a line of zombie plush styled for little monster lovers. memBrain Licensing is actively seeking new strategic licensing partnerships for the brand and spearheading the brand’s creative strategy and development to create a compelling consumer products collection at retail.

hasBro inks new international deals Hasbro Global Licensing reached an agreement with Spearmark to make Transformers Prime and My Little Pony back-to-school and household items, such as lunchware, drinkware, and lighting. These items will be available in the summer of 2012 in the UK and Ireland. Hasbro signed a licensing agreement with Universal Cycles Ltd. to bring to market skates, bikes, helmets, and other accessories based on the Nerf brand. The new outdoor recreational goods will expand the current line, which includes Nerf-licensed skateboards and scooters. Universal Cycles’ Nerf range will be sold exclusively at Toys “R” Us in PanEuropean markets now through spring 2012. Ingo also signed on to create Nerf-branded electronic accessories. Product will be available this winter in Spain and reach the rest of Europe spring 2012.

Beanstalk signs sMith & Brooks, Belltex Beanstalk has secured two new licensees for Talking Friends, the app from Outfit7 which features Talking Tom Cat. Smith & Brooks will develop a range of Talking Friends children’s apparel and nightwear for the UK. Pan-European licensee Belltex is currently launching a line of Talking Friends children’s bedding and home décor across Europe.

ROYALTIE$ DECEMBER 2011

MuhaMMad ali EntErprisEs signs nEw dEals Muhammad Ali Enterprises has signed two new deals for the Muhammad Ali property. Liquid Comics will produce a graphic novel for worldwide distribution, and Tailgate Clothing will offer licensed Muhammad Ali T-shirts, available in the U.S. and Japan.

warnEr Bros. ConsuMEr produCts and wondEr ForgE Wonder Forge signed an agreement with Warner Bros. Consumer Products (WBCP) for licensing rights to DC Super Friends and Justice League properties. The multi-year agreement includes tabletop game development in the U.S. and Canada, beginning with the launch of DC Super Friends games in fall 2012, followed by a line of Justice League games in 2013. Tabletop games will feature DC Comics characters such as Superman, Batman, The Green Lantern, Wonder Woman, and The Flash. DC Super Friends games will be tailored to preschool-age children, while Justice League games will be designed for ages 8 and up.

CopCorp liCEnsing signs nEw happy Bunny dEals CopCorp Licensing announced new deals for Jim Benton’s It’s Happy Bunny in Mexico and the U.S. The new deals include Industria Danpex S.A. de C.V. and Danpex for It’s Happy Bunny binders, files, portfolios, folders, notepads, notebooks, diaries, address books, journals, calendars, agendas, planners, and pencil cases for the Mexican market. The deal was brokered by Licensing & Promotions LATAM, the It’s Happy Bunny appointed agency for Mexico and parts of Latin America. In the U.S., Illinois-based Carousel Checks was granted rights to make and market It’s Happy Bunny “Build Your Own” checks, check covers, and address labels. This deal was brokered by CopCorp Licensing.

hillBilly Brand signs Mad EnginE HillBilly Brand, Inc., entered a licensing agreement with Mad Engine, Inc., granting Mad Engine the rights to market a line of HillBilly Brand fashion apparel in North America. Building on the success of the HillBilly Brand at live events and the exposure generated through multiple airings on the ABC television series Shark Tank, Mad Engine plans to market the brand through both mass and specialty retailers, offering a complete apparel line for men, women, and children.

Jakks signs dEals For winx and Monsuno Jakks Pacific, Inc., signed Funtastic Limited to market and distribute the Winx Club toy line in Australia. Jakks’ Winx Club product line is scheduled to launch in Australia, North America, Latin America, and the UK in fall 2012 to coincide with the premiere of the new CG-animated episodes of Winx Club on Nickelodeon. The line will span multiple categories including dolls, playsets, roleplay, dress-up, and Halloween costumes. Jakks also entered an agreement with Planet Fun for Monsuno for the New Zealand territory and Prima Toys for the South African territory.

Winx Club

douglas CoMpany and sCholastiC MEdia Douglas Company signed a licensing agreement with Scholastic Media to produce Clifford The Big Red Dog plush products. The new line will target specialty toy and gift stores in the U.S. and Canada in 2012 to coincide with Clifford’s 50th anniversary and a new live show for the property, A BIG Family Musical.

ROYALTIE$ DECEMBER 2011

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

HIT Teams Up With P2 Games for New Apps HIT has teamed up with P2 Games to develop and publish the first mobile gaming app for Bob the Builder and Fireman Sam for iPhone, iPod Touch, and iPad. Both apps launch in Apple’s iTunes App stores worldwide this winter, with the prospect of Android and other mobile platforms to follow. The Fireman Sam app is inspired by the TV show and features six Fireman Sam games in which players take on the role of a fire cadet in training.

New Pandora Head Unit for Driving Pandora has teamed with Clarion, a manufacturer of car, TV, and multimedia systems, to create a unique Pandoraready CZ202 model head unit. The CZ202 transfers control of the Pandora smartphone app to the head unit in the car dashboard. Using controls on the radio unit, a driver can access their personalized Pandora radio stations and refine them using thumbs-up and thumbs-down controls on the head unit.

ROYALTIE$ DECEMBER 2011

Wine Gets Fashionable Banana Republic and Clos du Bois Winery will introduce limited-edition wine bottles with festive labels designed by Banana Republic creative director Simon Kneen. Retailing for under $20, Kneen’s hand-sketched labels embellish Clos du Bois’ two most popular wines—the North Coast Chardonnay and the North Coast Cabernet. A specialized QR code on each label offers consumers a one-stop shop for party planning, including a holiday party soundtrack, style tips from Kneen, entertaining advice from lifestyle expert Katie Lee, and food and wine recommendations from Clos du Bois winemaker Gary Sitton.

Disney Wedding Collection Adds Favors and Gifts Kate Aspen, the designer and manufacturer of wedding favors, has created the Disney Fairy Tale Weddings favor and gift collection in collaboration with Disney Consumer Products. The collection will feature 10 designs. One example from the collection includes a set of white ceramic lovebird salt and pepper shakers inspired by Disney’s Sleeping Beauty.

Major League Soccer Signs Game Time Watches Game Time Watches announced a two-year licensing agreement with Major League Soccer (MLS) and Soccer United Marketing (SUM). Under the agreement, SUM will grant Game Time the right to use MLS team and tournament marks in the manufacturing, distribution, sale, advertising, and promotion of the licensed Game Time merchandise. Game Time allows customers to place their favorite team’s logo on a multitude of different watch styles. Game Time offers officially licensed sports watches from the NFL, NBA, NHL, NCAA, NASCAR, and now MLS.

KISS Partners for Las Vegas Amusement Attraction Live Nation Entertainment partnered with Monster Mini Golf to create KISS by Monster Mini Golf, a rock ’n’ roll-themed Las Vegas amusement attraction. The attraction will include an indoor glowin-the-dark, custom-designed 18-hole miniature golf course, an arcade, the largest KISS gift shop in the world, a gallery, the Hotter Than Hell wedding chapel, a private VIP room, themed event rooms, and the Rock ’n’ Roll All Nite café. A live DJ will entertain visitors with continuous KISS music, trivia, contests, and prizes. The walls of the venue will be adorned with KISS fan photos, with pricing determined by placement and size. The attraction will open in January 2012 across from the Hard Rock Hotel and Casino at the shops at Harmon Square.

Dub Magazine and Toy State Create New Toy Line Dub Magazine, an authority on custom car culture, and Toy State, a manufacturer of lights-and-sound toy vehicles, have teamed up to create the new Dub Garage line of customized toy vehicles. Designed for young car enthusiasts ages 6 and up, the Dub Garage line combines Toy State’s lights and sound features and Dub’s signature wide-body style cars to each custom toy vehicle. Each toy is equipped with Dropstars or Twenty Inches Strong (TIS) rims, realistic Pirelli tire treads, Eibach suspension kits, and Borla exhaust sounds. Kids can choose from a variety of cars with play features including Blazerz’ eye-catching light show, the mixing decks and realistic scratch sounds of D-Jayz, or Control Freakz, the full-function R/C car with a light-up turbo drive mode, real car sounds, and a Dub custom-styled remote controller.

Plush Sings Song from Hit CBS Comedy Ripple Junction, a licensee for Warner Bros. Consumer Products, has created the Soft Kitty Singing Plush, which sings the popular “Soft Kitty Song” from the comedy television show The Big Bang Theory. The pink and grey plush kitty is 10 inches long and made of polyester fiber. Press the button on its paw to hear the “Soft Kitty Song.” Soft Kitty is currently available at online retailer Stylinonline.com. Batteries are included.

ROYALTIE$ DECEMBER 2011

Focus Brands’ cinnaBon by Jennifer Lynch

n 1985, Seattle restaurateurs Rich and Greg Komen wanted to create something that no one else had done before. They not only wanted to create the world’s greatest cinnamon roll but also build a business around it. And after three months of testing the company’s original Cinnabon and its signature filling became a reality, with the help of local Seattle baker Jerilyn Brusseau and the high-quality Indonesian Makara cinnamon, which uses a special grinding process to preserve the oils and enhance the aroma and taste of the spice. That same year, the Komens opened the first Cinnabon bakery in SeaTac Mall in Seattle, serving up its Cinnabon Classic cinnamon rolls. The Cinnabon franchise has since expanded its presence worldwide and updated its menu to include the Minibon, Caramel Pecanbon, Cinnabon Stix, CinnaPacks, and Cinnabon Bites. Cinnabon also launched its first beverage MochaLatta Chill in 1988, followed by the CarmeLatta Chill, and more recently its Chillattas frozen beverage line. Cinnabon now operates more than 800 franchised bakeries in more than 30 countries, including its first international location in Canada, which opened in 1988. Awareness of the Cinnabon brand has also made its way into pop culture over the years, through events such as Jerry Seinfeld’s standup routines. A South Carolina man also made a proclamation of love to his new bride in 1999 by ordering the world’s tallest Cinnabon as their wedding cake. This drew media attention from CNN as well as local TV stations. In 2002, the brand launched its first licensed product, Cinnabon cinnamon bread, after its then owner AFC Enterprises, Inc., entered an agreement with Sun-Maid Growers of California. The company was then acquired in 2004 by the Roark Capital Group, combining the brand with Carvel Corporation and divisions of Seattle’s Best Coffee to form Focus Brands, Inc. Focus Brands has fostered the brand through continued expansion beyond its original mall-only locations and licensing. Today, Cinnabon currently has more than 60 SKUs in the marketplace from 20 licensees.

ROYALTIE$ DECEMBER 2011

Fast Facts • The Cinnabon recipe took more than 1,000 attempts to perfect. • The Food Network named Cinnabon the No. 5 Top Sugary Seduction. • Virginia Tech is the only college with a Cinnabon Bakery on campus. • Enough International Delight Cinnabonflavored coffee creamer has been consumed in 2011 (660,000 gallons) to fill an Olympic-size swimming pool. • Cinnabon opened its first franchise location in Iraq in 2005, located at Camp Victory North in Baghdad.

Lender’s Lender’s partnered with Cinnabon this year to produce a refrigerated Cinnabon bagel. Bagels are currently available at Walmart with expansion planned for other retailers.

Cream of WHeat Cream of Wheat produces a line of Cinnabonflavored instant hot breakfast cereal. Products can be found in grocery stores nationwide.

PiLLsbury internationaL deLigHt International Delight offers a Cinnabonflavored coffee creamer, sold in pint and quart sizes, available in grocery stores nationwide.

Pillsbury features a line of cinnamon-flavored refrigerated dough products made with Cinnabon cinnamon. Products include items such as Pillsbury Grands! and Pillsbury Toaster Strudel, available nationwide.

KeLLogg’s Kellogg’s currently offers two flavors of Cinnabon breakfast and snack bars as well as branded cereal and frozen pancakes. Products are available throughout the U.S., Canada, and Mexico. Kellogg’s and Cinnabon are continuing to seek opportunities to expand the line and their partnership.

Hanna’s CandLes Hanna’s Candles produces a line of seasonal Cinnabon-scented candles in a variety of sizes and packages. Scents include Classic Roll and Caramel Pecanbon. Candles can be found at select retailers including Ace Hardware, Publix, Winn-Dixie, and Meijer’s.

ROYALTIE$ DECEMBER 2011

Ross Misher Brand Central Los Angeles, CA Phone: (310) 268-1231 Email: ross@brandcentralgroup.com

Ross MisheR, Ceo, BRand CentRal by Jennifer Lynch

oss Misher, Ceo and founder of Brand Central, says he shares the same business philosophy as abraham lincoln—“things may come to those who wait, but only the things left by those who hustle.” Misher doesn’t sit around and wait. When he started out working as a talent agent for the William Morris agency, he quickly realized he was more interested in the business side of the industry and hustled to make a change. But when a family friend approached him about working in licensing, Misher admits he didn’t even know the field existed. “no child says, ‘one day, i want to be a doctor, lawyer, or licensing agent,’” he says. Yet, he seized the opportunity to tap into a passion he long held for how brands can interact with consumers. Following an introduction at Marvel entertainment, Misher became a sales coordinator for Marvel Consumer Products. the entrepreneurial environment of Marvel in the early 1990s allowed Misher to work across key categories and learn how to analyze each one for the market. he also launched Marvel’s sporting goods division, built up its publishing business, and helped the company move into the digital age through the Cd-Rom. after more than three years there, he moved on to work for disney Consumer Products (dCP), where he oversaw product, marketing, and retail programs. serving as a division merchandise manager on disney’s retail team, Misher helped disney’s U.s. toy

ROYALTIE$ DECEMBER 2011

and sporting goods sales revenue reach $160 million. For Misher, his work at disney was an invaluable experience. “[it] taught me how to negotiate from a position of strength and build strategic partnerships,” he says. he then went on to gain knowledge in the digital space when he helped launch WeddingChannel.com, building up the site’s e-commerce partnerships with companies such as Williams-sonoma, tiffany & Co., Crate & Barrel, and others. these positions however were merely a lead-up to Misher’s greatest business endeavor—starting his own full-service licensing agency. “i saw an opportunity in the marketplace to launch a ‘Brand Central,’ a place where brands and licensees could come together to find fresh, unique opportunities that went beyond the traditional studios and mainstream corporate brands,” he says. When Brand Central launched in 1999, the company started in the corner of Misher’s apartment living room at the height of the internet bust. But Misher was determined, narrowing in on a niche in the market others had overlooked. at the time, there were few licensing agencies on the West Coast, and all had disregarded critical markets for entertainment and corporate brands. People told him that only films could do successful licensing, not tV networks, and that signing celebrities would only lead to merchandise deals that didn’t expand beyond Japan. he proved his critics wrong. among the first clients he signed to Brand Central were

activision, Miramax, and Revlon. Misher attributes this to what he says is his true driving factor in the industry—relationships. “almost every week [i’m] strategizing with a client, pitching a retailer, meeting a licensee, or attending a trade show,” he says. “i recently explained to a junior team member that million dollar deals are not done on Facebook or linkedin.” at the end of the day a deal has to be a win-win for all parties, he says. “We are always transforming and adapting to the marketplace as consumer tastes change, the retail landscape shifts, and trends evolve,” he says. Brand Central was the first agency to launch events with upscale celebrity boutiques, such as with Kitson in 2005 for the archie comic brand event “are you a Betty or are you a Veronica?” now with more than 200 licensees across its portfolio, Misher and his team are working to expand the agency beyond the traditional model, developing its own brands and properties, working on retail distribution for clients, and more. the company is also exploring opening an east Coast office in new York. some of the biggest programs Brand Central is focused on are for its wellness and better-for-you properties such as eco-home brand seventh Generation. it also brokered a new deal for Mott’s with Beech-nut for a line of healthy baby food and toddler snacks. “the key to our success is that we don’t see ourselves as an agency but as a partner to our clients,” he says—an outlook that is sure to carry him well into the licensing future.

EATING OUT AT HOME by Laurie Leahey

hese days when a family wants to enjoy a meal from their favorite restaurant, they don’t have to go to that restaurant to get the food. Restaurant brand licensing is nothing new, but over the past year it has become more prevalent and, some say, necessary for a restaurant’s bottom line. The economy has affected the way Americans spend their money, with more people choosing to stay at home instead of going out. “It’s a very different marketplace out there in the food world,” says Bill Cross, vice-president of restaurant and food brand licensing at Broad Street Licensing Group. At the National Restaurant Association Show in May, Cross spoke about the importance of restaurant chains having retail strategies. “The American consumer has become very pleased with being able to have choices all the time from numerous outlets,” he says, “and you can no longer say ‘We don’t want our brand at retail because it will cheapen the brand or dilute the brand’ or any of the other excuses that we hear.” Though there are many restaurant brands that have embraced licensing, some restaurant chains still aren’t convinced of licensing’s benefits. A common misconception is that selling licensed products elsewhere will take customers away from the restaurant. “That’s not true because the traffic [to restaurants] has dropped anyway,” says Meyer Janet, president of Design Plus. “A lot of people aren’t dining out anymore, and you want them to replicate that experience at home. If you have signature dishes, you can do a really good job by getting them onto the freezer

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shelf of the local supermarket. Regional chains can get national coverage by getting product in at retail and that can drive franchise efforts.” In fact, one of the main goals of a restaurant brand licensing program is to drive traffic back to the restaurant. Michael Dresner, CEO of Brand2 Squared Licensing, a division of Peppercom Strategic Communications, says that after reinforcing its core brand equities (tagline, energy from the restaurant, and flavors from the menu) through licensing, T.G.I. Friday’s next goal is to drive consumers back to the restaurant. “One of the key goals in strategic licensing for Friday’s is to maximize our share of the dining-out experience,” Dresner says. “Strategic licensing will be leveraged by the brand to inspire that consumer to visit more frequently.” Licensing offers many opportunities for driving traffic back to the restaurants. “The real sweet spot is when the licensee and the core brand can do some cross-promotional tie-ins—maybe cross-couponing or something like that—because that really benefits both of them,” says Nell Roney, president of Nancy Bailey & Associates, a division of Beanstalk. She suggests adding a coupon on a restaurant-branded food product for a free appetizer or side dish to be used the next time the consumer visits the restaurant. Carvel, which is represented by Focus Brands, will be doing cross-promotions with a toy licensee next year. (Focus Brands was unable to disclose the licensee’s name at press time.) Cara Becker, vice-president of consumer products licensing at Focus

Because Old Bay Seasoning is typically used on seafood, Nancy Bailey & Associates is looking to expand the Old Bay brand into a line of kitchen tools that consumers can use when cooking seafood with Old Bay.

Brands, says that while the economy may keep people away from restaurants, it doesn’t keep consumers from wanting the restaurant experience. “[Restaurant brands] recognize they still need to have products that are relevant to consumers’ lives, drive value, and apply to more consumption occasions than just going to a restaurant,” she says. Most restaurants engage in food-to-food licensing, bringing signature dishes or flavors to food items that consumers can buy in grocery and other retail stores. However, with so many restaurant brands in the marketplace, brands need to be strategic in finding unique opportunities. “There are fewer and fewer areas where a restaurant can enter now because so many restaurant brands have entered,” says Janna Markle, vice-president of strategic brand licensing, The Valen

Group. “You have to look for the white space where there is still an open opportunity for a brand. With IHOP, no one had tapped into breakfast, so we were really able to carve out that space for IHOP as a unique restaurant brand in the breakfast category.” A restaurant brand can also find unique positioning within non-food categories. It’s not just the food but the entire restaurant experience that allows a brand such as T.G.I. Friday’s to find a point of difference in the housewares category. “The team at Friday’s believes that categories such as mixed beverage recipe books, kitchen electrics, bar tools, glassware, bar games, and even barbecue tools create consumer experiences that overlap with the Friday’s feeling,” says Brand2 Squared’s Dresner. “These are categories enjoyed inhome, but they are close reminders of the restaurant brand we are constantly building.”

Brand Central. “We are finding that licensees are looking for ways to differentiate and offer unique, exclusive items to retailers, which do not have to directly compete on price or private label. Licensing is a great vehicle to set products apart in a competitive market.”

above: The Valen Group found a unique place at retail for IHOP with frozen breakfast foods from licensee Golden County Foods. below: A variety of Moe’s Southwest Grill-branded food items, including salsa from Cedar’s, is available in BJ’s Wholesale Club stores.

Food & Beverage Brands Find New Opportunities Even with a strong focus on bringing restaurant brands to licensing, non-restaurant food and beverage brands are still seeing licensing activity. Like restaurant brands, food and beverage brands are using the economy as an opportunity to grow business in different ways. “The economy has had an impact on our clients’ core products with commodity prices skyrocketing and consumers pulling back on discretionary spending,” says Ross Misher, CEO,

Allison Kopcha, executive vice-president of The Licensing Company North America, says that consumers are eating more at home and also shopping for food for their home in new channels. “We’ve seen the rise in these areas, specifically in channels including

mass, club, and dollar stores,” she says. “This is presenting wonderful new opportunities to either give existing partners alternative or new distribution rights. In some cases, because of the dollar club channel, [retailers] like a product, but they need a new SKU or something that works at a different price point. It’s definitely opened new doors for us and our partners.” However, creating something new and unique is just the first step. There are many licensed food and beverage brands competing for shelf space, and most retailers aren’t looking to take risks. “In this economic environment [licensing] seems to be working better with the stronger brands because as retailers do some SKU rationalization and try to take as little risk on their side as possible, they’re looking to those brands that they know the consumers are very loyal to and trust and purchase,” says Cara Baribeau, managing director, president, and co-founder of IMC. “[Retailers] are more open to licensed products from those types of brands. It’s really difficult for lesser-known brands.” With so many brands—restaurant, food, and beverage—in the marketplace, Focus Brands’ Becker says eventually there will be a shakeout. “I think you’re really going to see consumers focus in on products that not only resonate but also deliver increased value,” she says. As with other licensing categories, it’s not enough to simply have a great brand. Licensed food and beverage products need to offer consumers the flavor and experience of the core brand in new and unique ways.

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FOOD AND BEVERAGE

by Laurie Leahey

The economy has caused restaurant brands and other food and beverage brands to find new opportunities to reach consumers through licensing. Below are some of the latest licensed products from several restaurant, food, and beverage brands.

BROAD STREET LICENSING GROUP Broad Street Licensing Group represents two regional restaurant brands: Ninety Nine and O’Charley’s. The agency recently launched ice cream for O’Charley’s with licensee Dean Foods and is in active discussions with several companies for licensed salad dressings.

DESIGN PLUS In June, licensee Sunstorm Interactive released an app for ICEE. The free app, ICEE Maker, lets players create and decorate their own ICEE mixes. Within the app, players can unlock all decorative elements for $2.99. There is also a Halloween edition of the game. Sunstorm Interactive also launched the ICEE Arcade app, which features ICEE-themed arcade games, such as ICEE Claw Machine and ICEE Gumball.

THE VALEN GROUP IHOP announced the launch of new IHOP at HOME Syrups, a full of line of syrups featuring signature Rooty Tooty Fresh ‘N Fruity Strawberry and Rooty Tooty Fresh ‘N Fruity Blueberry, as well as three varieties of Maple: original, lite, and sugar-free. IHOP partnered with Sorbee International to produce and distribute the IHOPinspired syrups nationwide at grocery and mass retail locations.

BRAND CENTRAL Brand Central secured a licensing partnership between Mott’s and Beech-Nut for baby foods featuring Beech-Nut purees co-branded with Mott’s applesauce. The new line is made with natural ingredients.

THE LICENSING COMPANY In June, The Licensing Company announced two new licensing partners for the Welch’s brand in the U.S. and Canada. Nature’s Touch Frozen Foods, Inc., developed five Welch’s-branded frozen fruit combinations, including raspberries, wild blueberries, strawberries, a four berry mix, and an antioxidant fruit blend. Items hit retail this fall. Frankford Candy created fruit-filled licorice in concord grape and strawberry flavors. Frankford will expand the Welch’s confectionary line in 2012 with additional products.

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NANCY BAILEY & ASSOCIATES For the Nesquik brand, Evriholder Products will create new housewares products that kids can use when drinking Nesquik. Evriholder Products also released a Wonder Bread De-Cruster Crust Cutter, a follow-up to the company’s popular Wonder Bread Sandwich Container.

BRAND2 SQUARED LICENSING In August, T.G.I. Friday’s secured Brand2 Squared Licensing, a division of Peppercom Strategic Communications, to seek new licensees to create food and beverage products that offer a consistent flavor profile with the Friday’s menu, as well as home goods, such as bar equipment and glassware.

Assouline Coca-Cola coffee table book

COCA-COLA

To celebrate its 125th birthday this year, Coca-Cola partnered with Assouline for a Coca-Cola coffee table book that includes rare photographs, advertisements, and designs, as well as memories from film, social history, and pop culture. Jack Spade released a limited-edition collection of totes, T-shirts, caps, posters, and iPhone covers. Emeco introduced a limited-edition chair made from 111 recycled plastic bottles. And Igloo developed a series of soft and hard coolers.

INVENTURE FOODS Inventure Foods partnered with Nathan’s Famous, Inc., for a new line of snacks that are available at grocery, vending, and convenience store retailers. The Nathan’s Famous snacks will offer consumers ready-to-eat snacks that replicate the tastes found within Nathan’s restaurant menu, such as Cheddar Cheese-, Chili Cheese-, and Honey Mustard-flavored Crunchy Crinkle Fries.

LICENSING LINK Licensing Link brokered a deal between its client White Castle and licensee Changes for a line of men’s, women’s, and juniors’ tops. The line will be available at various specialty and mid-tier retailers spring 2012.

FOCUS BRANDS This year Focus Brands launched licensed products for Moe’s Southwest Grill in BJ’s Wholesale Club stores. The product range includes 15 different items inspired by the menu and flavor profiles of Moe’s. Focus Brands plans on expanding the licensed product into traditional retail. Pictured are chicken empanadas from licensee Don Miguel.

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DeceaseD celebrities: legenDs live On by Jennifer Lynch

orking with a deceased celebrity brand has both its advantages and its disadvantages, but in order to be successful in death, celebrities have to represent something. And “they have to represent something that’s marketable,” says Mark Roesler, CEO of CMG Worldwide. While some deceased celebrities live on solely for their work, the majority live on because of whom they were and what they continue to represent. For Albert Einstein, it’s intelligence; for Elvis Presley, it’s rock ‘n’ roll; for Marilyn Monroe, it’s Hollywood glamour. “It means they don’t have a moving target as far as an image and what they represent,” says Roesler. “You’re not going to be faced with any potential scandal as we see with current celebrities.” Celebrities often feel the need to reinvent themselves, but death solidifies the characteristics they’re remembered for in the minds of consumers. “Elvis reinvented himself multiple times so that’s sort of set in stone now,” says Scott Williams, vice-president of marketing, Elvis Presley Enterprises. “If someone licenses Elvis Presley, they absolutely know what they’re getting.” This is also the case for celebrities such as Marilyn Monroe and James Dean, whose youthful allure is forever frozen in time. Jamie Salter, president and CEO of Authentic Brands Group, says that the older celebrities are when they die, the more difficult it can be to tap into their nostalgic appeal for new consumers. “Marilyn specifically is an interesting property because she died very young,” he says. “People only remember her as this beautiful blonde bombshell.” The vast access to information, via the internet, has also allowed younger and more international fans of the late celebrities to interact with deceased celebrities, resulting in an increased demand from consumers to then connect with them through licensed product, says Bill Patterson, vice-president of Global Licensing for OpSec Security, which works with brand management groups and late celebrities’ estates to protect their merchandise from unauthorized and counterfeit products. The internet, he says, can be a double-edged sword for deceased celebrity licensing. While it allows for greater dissemination of product globally, further increasing a dead celebrity’s exposure, it also creates a vehicle for counterfeiting and illegal sale of product, with even some licensees trying to skirt the system. OpSec offers holographic labels to some deceased celebrity clients, including CMG Worldwide clients and Elvis Presley Enterprises, which feature an image of the icon within the holograph that can be tracked back to a manufacturing facility.

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Hawaiian Elvis (right) is the latest in the line of collectible Mr. Potato Heads created by licensee Hasbro.

Licensing Loved Ones to Life For some deceased celebrity licensors, the job is more personal than for others. Licensors who are also friends and family of the deceased feel an innate duty to uphold the integrity of the brand. Shannon Lee, president of Bruce Lee Enterprises, says when she first began handling licensing for her father she took everything personally, but it got easier. “Sometimes my perspective of him is totally different than the general public’s perception of him, so I have to make sure to be sensitive and open to satisfying the general perspective of him and his legacy,” she says. On the other hand, licensors like Lee have arguably the most intimate knowledge of such brands. “I make sure to put that care into everything that we do, present it in a certain way, and put a face to the brand,” she says. Ethan Wayne, son of John Wayne and president of John Wayne Enterprises, shares a similar sentiment. “I know our product,” he says. “I know it deeper and broader than any outside representative, agent, or licensing person would know. I’m not under the gun of a public enemy or third party to generate licensing revenues. My job is to protect the brand and work with our best-in-class partners that really reflect the spirit of John Wayne.” Ethan Wayne also works to select product that is in some way directly related to his father’s life. Last year, John Wayne Enterprises licensed a line of organic beef jerky because it was the snack John Wayne always kept in his shirt pocket on movie sets. Licensing also becomes part of a more integrated approach to expand upon pieces of the celebrities’ legacies that they may not have been able to carry out in their lifetime. Mike Medavoy, an executor of

the Marlon Brando Estate and a long-time friend of the late actor, says, “There’s much more to Marlon Brando than just his work in preserving his legacy, because of the kind of person he was.” Jeffrey Abrams, an attorney for Brando’s estate, adds that because of the estate’s unique position (access to preserved archived materials, his legacy, and the trustees for the estate), they have the assets to continue to make Brando’s dreams a reality and put his name to them. This includes the creation of eco-resort The Brando on Tetiaroa island, a French Polynesian atoll purchased by the late actor. “It was his dream to share with the world about sustainable living through this remarkable slice of the world, but it was only after his death that we’ve been able to structure a unique licensing approach to make this happen,” says Abrams.

ing opportunities for their deceased clients, allowing fans to experience the brand through more artistic interpretations. For dead musicians, events such as Cirque du Soleil shows “Michael Jackson: The Immortal World Tour” and “Viva Elvis” offer long-time fans the opportunity to celebrate these deceased musical talents while exposing new fans to their talents as well. “Our philosophy has always been that, just like in the 1950s when Elvis performed and won over fans who experienced him, our live shows are just another opportunity to do the same thing,” says Elvis Presley Enterprises’ Williams.

Scene from My Week with Marilyn, a film which lets fans experience the glamour the late actress (played by Michelle Williams) once alluded on screen. Photo by Milton H. Greene and Joshua Greene and provided by The Weinstein Company

An Art to Deceased Licensing “We’re in an era where new is not necessarily better,” says Aviva Rosenthal, president of Act III Licensing. There is a comfort and familiarity that comes with the names of deceased celebrities that those who experienced these qualities first-hand wish to rekindle as well as pass on to newer generations. Licensed products allow licensees to recapture the magic of past generations. “Brands have rediscovered the public’s desire for an authentic experience, and nostalgia is part of that,” says David Reeder, vice-president of GreenLight.

Dolce & Gabbana Marlon Brando T-shirts

In the fashion category, more designers are drawing inspiration from these celebrities. Top designer labels such as Dolce & Gabbana are using images of celebrities such as Elvis, Steve McQueen, and Brando for high-end T-shirt lines, while the name and likeness of 1950s pin-up Bettie Page dons the storefront of vintage clothing chain Bettie Page Clothing. Licensors are also reintroducing the icons in a new light through fashion. Ray Charles in his later years became defined by his music and his signature Ray Ban sunglasses. While both remain key components to his licensing program, Act III Licensing also plans to play up his once iconic ’50s and ’60s mod fashion sense to appeal to a new audience. A recent directto-retail campaign with high-end jean company Adriano Goldschmeid featured a special series of T-shirts designed by licensee Friend or Foe to promote a new rare and unreleased Ray Charles album. Licensors are selecting more unique licens-

Difficulties for the Dead “The hard part is that everyone in licensing today wants marketing, and you aren’t able to produce the actual artists,” says Act III Licensing’s Rosenthal. “It becomes more difficult, so you really have to think creatively.” Working with existing images and film can only take a dead celebrity so far, thus it becomes necessary to utilize these images in the context of more large-scale, creative ideas, says GreenLight’s Reeder. Through the use of digital technology, a recent deal with Christian Dior brought Monroe back to life to serve as a new face for Dior’s beauty campaigns. Reeder says this is something that will likely be seen more in the future. “We will begin seeing more and more use of lifelike computer-generated imagery of celebrities—first in commercials, and finally in feature-length films and television,” he says. “We are in the early stages of this technology today and probably slightly ahead of the public’s willingness to accept seeing their favorite icons come to life again.” Eventually seeing such digitized images will be a normal sight for consumers. Until then, licensors will just have to rely on more creative licensing strategies to continue reviving the dead.

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DeCeAsed CeleBrity liCensinG

by Jennifer Lynch

Celebrity is not something that ends with death for some stars. In fact, death can breathe new life into the licensing programs of some celebrities. Below is a sampling of the latest licensed deceased celebrity products as well as information about upcoming deals for the brands.

ACt iii liCensinG

Diet Pepsi launched an exclusive line of Ray Charles “You Got the Right One Baby, Uh Huh!” T-shirts through licensee Ripple Junction. This is the first in a series of collaborations to re-introduce the famous 1990s ad campaign into the marketplace. The deal was brokered by The Joester Loria Group, Pepsi’s exclusive North American licensing agency, and Act III Licensing in conjunction with the Ray Charles Marketing Group, the licensing agency for The Ray Charles Foundation.

CMG WorldWide

AuthentiC BrAnds Group

Authentic Brands Group (ABG) secured a deal with Christian Dior earlier this year to make Marilyn Monroe a new face of Dior’s beauty campaigns. In the lastest advertising campaign for the fragrance J’Adore Dior, a computer generated Monroe appears alongside Charlize Theron and other deceased starlettes Grace Kelly and Marlene Dietrich. Upcoming activity for the brand in 2012 includes undisclosed deals for Monroe-branded cosmetics and jewelry, as well as an internet deal to launch the revamped MarilynMonroe.com website.

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For James Dean, licensee Dolce & Gabbana will launch a new collection of Dean-branded Tees and knitwear for spring/summer and fall/winter 2012. For Bettie Page, the chain of vintage retail shops, Bettie Page Clothing, that bear the 1950s pinup model’s name has expanded to six locations, including San Francisco, Hollywood, Las Vegas, and San Diego. The Bettie Page stores offer products such as shoes and lingerie from other Bettie Page licensees.

ELvis prEsLEy EntErprisEs

BrucE LEE EntErprisEs

Licensee Liquid Comics will create an illustrated anthology of original artwork inspired by the music and personal writings of Elvis Presley in Graphic Elvis. The graphic novel will combine rarely before seen quotes, writings, photographs, and memorabilia with original pieces of artwork created by leading international graphic novel artists. The book will commemorate the 35th anniversary of his death. The illustrated, oversized coffee-table book will be available in stores in early April 2012, followed by an iPad edition planned for release in mid-2012.

GrEEnLiGht

GreenLight represented the estate of Steve McQueen in a deal with Triumph Motorcycles to create a special edition commemorative motorcycle, to be available beginning in April 2012. The new limited-edition Triumph Steve McQueen Edition motorcycle is inspired by the classic Triumph Trophy TR6 that McQueen rode during his famous stunt scene in The Great Escape. The motorcycle features a military-style Matt Khaki Green livery, stencil-style Triumph decal on the tank, and the actor’s signature on the side covers. 1100 Triumph Steve McQueen Edition motorcycles will be produced and sold worldwide.

Bruce Lee Enterprises has teamed up with licensee Round 5 to create a line of collectible Bruce Lee action figures. The line is available at mass retailers in the U.S. and Canada, including Toys “R” Us and Best Buy. A high-end, limited-edition line of figures will also be released created by well-known artists including toy designers and illustrators Jeremy Madl and Pat Lee. These will be sold at specialty stores and will be made in limited and numbered quantities.

John WaynE EntErprisEs

John Wayne Enterprises is currently working with U.S. vendors and distillers Jayson Woodbridge and Chris Radomski of Gold Wines to bring a batch of John Wayne-branded artisanal brown liquor to market in the upcoming year. Under the partnership, John Wayne Enterprises will work with the distillers to create a batch of high-quality whiskey that would have earned whiskey-lover John Wayne’s stamp of approval.

Brando EntErprisEs

Brando Enterprises entered a deal earlier this year with Liu Jo Jean of Italy. Liu Jo Jeans, through Getty Images, licensed candid images of the actor for a print advertising campaign and in-store display campaign. The deal was brokered by Brando Enterprises’ licensing representative Brand Sense Partners, LLC.

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Performance and Lifestyle Merge in Outdoor Licensing by Chris Adams

he outdoor licensing category encompasses a wide range of rugged, nature-focused activities, from hunting to hiking, shooting, camping, and fishing. There are two key factors that unite these categories and drive the licensing business: performance and lifestyle. Performance is crucial for outdoor sports equipment because product failure can ruin the day. And the lifestyle element of the outdoor way of life is driving the business of two new entries in this category—Buck Wear and HillBilly. Outdoor enthusiasts expect a lot out of their equipment. If a pair of boots spring a leak on a frigid day after a hunter has hiked miles from his cabin, after he thaws his toes out he is unlikely to buy that brand of boots again. This affects how these enthusiasts shop for gear, even in a weak economy. “When consumers go shopping for outdoor sporting goods, they don’t purchase based on price,” says Scott Todd, senior vice-president business development at MODA Licensing. “They look for a brand that they trust to make good, quality products.” This concept is at the core of many outdoor-focused licensing programs. If a brand gains a reputation of offering products that aren’t up to snuff, it will have a short shelf life. Beanstalk has built the U.S. Army licensing program with this in mind. “U.S. Army camping equipment celebrates the outdoor lifestyle by offering solutions for each experience,” says Jasen Wright, director, brand management at Beanstalk. “Quality products encourage consumers to experience the outdoors and know they have products to assist them in every situation.” The durability that is inherent for many outdoor products may make price point less of an issue. However, the economy has many consumers keeping closer than usual tabs on their wallets, so, in some cases, outdoor enthusiasts are going longer before replacing gear that they already have. The need for rugged products that perform has driven the outdoor space to adopt new technologies as they become available. For instance, with the Bushnell Footwear line, licensee BBC International not only brought innovations from its experience with athletic footwear, but its boots also include features such as Hydro-Guard waterproofing and ScentMask scent-elimination technology that hunters have come to expect in footwear.

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Bushnell Footwear boots by BBC International. MODA Licensing represents the Bushnell brand.

According to MODA Licensing’s Todd, the fact that the Bushnell Footwear line went from concept to finding shelf space in less than a year means that retailers were looking for something new and different for footwear. Combining technology with innovative designs is the reason for that success. “Sometimes even a powerful brand won’t catch retailers’ interest, so the products need to be innovative,” says Todd. “If licensees aren’t going to do something different for Bushnell, then we have nothing to talk about.”

Lifestyle The lifestyle element of the outdoor licensing space is interesting. The brands that do the best combine a grasp of the outdoorlifestyle worldview with a sense of humor. Two properties have emerged in this space and are poised for success. MHS Licensing manages the Buck Wear brand for licensing, while Trademarketing Resources manages HillBilly for licensing. “Buck Wear’s appeal is the humor and obvious understanding of the outdoor hunting/fishing/camping lifestyle,” says Marty Segelbaum,

president of MHS Licensing. “It embraces that lifestyle and the images and verbiage are a source of pride for the outdoor enthusiast.” This combination of pride and lightheartedness is also at the core of the HillBilly brand. Its brand attributes are instantly recognizable to the wide demographic the brand targets. “You don’t have to spend a lot of time explaining what HillBilly means,” says Bob Horton, president and CEO at Trademarketing Resources. “People get it and understand it. It’s a little country, a little outdoors, and is about relaxing and having a good time.” Horton says Trademarketing Resources has been intentionally broad with the brand’s distribution strategy because HillBilly isn’t defined by geography or income demographic. He wants the brand to be available wherever consumers shop for their clothes.

The Be Prepared brand is a big focus of the Boy Scouts licensing program. A Be Prepared range of family camping products, including tents, backpacks, sleeping bags, and accessories, is in the works for 2012. The camping space has seen success over the past few years. Tent camping visits to the 360 sites run by the National Park Service rose 6.24 percent to 3.14 million in 2009 (the latest numbers available), or its highest level since 2003. With fewer people hopping on planes and jetting off to exotic locales, families are looking for more affordable options to get away, relax, and spend time with one another.

SHOT Show

The greater outdoor marketplace will be on display at the 2012 Shooting, Hunting, and Outdoor Trade (SHOT) Show, which will be held at Las Vegas’ Sands Outreach & Conservation Expo & Convention Center from January 17–20. This The outdoor space is also home to brands that focus on show has established itself as a must-attend event for outreach to draw more young people into the outdoor anyone involved in outdoor-related categories. The lifestyle and into conservation-minded activities. 2011 SHOT Show soared above expectations by setFor instance, the National Wild Turkey Federation is ting records for buyer attendance at 31,769 and media undertaking an initiative to help 150,000 kids experiattendance at 2,074. Overall attendance of 57,390, ence shooting and archery for the first time. “There is comprising buyers, exhibitors, media, and guests, a generation coming up that needs to know about ranked the show as the third largest ever behind the shooting and hunting sports as well as their heritage,” 2008 and 2010 events. The 2012 show is expected to says Cindy Williams, marketing and licensing manpost similar numbers. ager at the National Wild Turkey Federation. MHS Licensing will have its Buck Wear line on Probably the best-known organization of this display at the SHOT Show. “Exhibiting at the SHOT type is Boy Scouts of America. Since 1910, Boy Show allows us to pull together in one place a wide Scouts of America has taught kids preparedness, fitassortment of Buck Wear-licensed products and disness, leadership, and character-building skills through play it as a statement, helping retailers visualize how Trademarketing Resources signed Mad Engine for a outdoor activities. The organization has four million the products are made,” says Segelbaum. “We also line of HillBilly apparel. current members, with 50 million alumni, so the tarknow that other manufacturers will be coming by and get market for the licensing program is large. seeing the product and we are confident that in many “For us, an effective licensing program opens up the opportunity instances those manufacturers are potential licensees.” to reconnect with our alumni and to create a brand presence in reachThe SHOT Show is a large enough venue to display the many ing out to others who share the brand’s values,” says Greg Winters, facets of the outdoor marketplace, from firearms to technologicalmanager, licensing programs at Boy Scouts of America. “The key to ly enhanced gear to products that revolve around the outdoor licensing is to find relevant ways to reconnect with our membership lifestyle. Of course, even though the performance and lifestyle and alumni in their daily lives. To do this, we created natural brand areas are distinct segments within the outdoor licensing space, the extensions for educational and outdoor-related properties.” consumers and retailers for both segments are one in the same.

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Outdoor Licensing by Chris Adams

The outdoor licensing category encompasses a wide range of rugged, nature-focused activities, from hunting to hiking, shooting, camping, and fishing. The greater outdoor marketplace will be on display at the 2012 Shooting, Hunting, and Outdoor Trade (SHOT) Show, which will be held at Las Vegas’ Sands Expo & Convention Center from January 17–20. Below is a sampling of outdoor products from a range of brands.

MHS Licensing Buck Wear started out as a brand primarily in Ts and sweatshirts and has expanded to include products outdoor enthusiasts would use in their cabin or would want as a gift. New licensees include United Weavers, who is offering Buck Wear area rugs like the one shown.

Mossy Oak Mossy Oak signed a deal with Ram to produce the 2012 Ram 1500 Mossy Oak limited-edition pickup. The truck’s bedcaps and tailgate are covered in Mossy Oak Breakup Infinity pattern and the Mossy Oak logo is shown on the rear quarter panels. The interior features Mossy Oak accents as well.

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Trademarketing Resources Trademarketing Resources has filled out the apparel side of the HillBilly line by signing Mad Engine for fashion apparel (such as the women’s tank shown) and Putnam Accessory Group for hats, caps, belts, wallets, bags, and purses. The agency has targeted 15 additional categories for expansion, such as beverage, food/snack, social expressions, and home furnishings.

Realtree New Realtree products in the works include the Irish Setter Ridge Hawk hunting boots, which feature the Realtree AP pattern. The boots feature a Gore-Tex waterproof membrane, 400 grams of Thinsulate Ultra, a Ground Claw sole that incorporates aggressive lugs with serrated cleats up front to assist with uphill traction, and a heel kicker in the back.

Browning Browning signed AmeriBag Outdoors to produce a line of sporting bags and travel gear.

Boy Scouts of America Boy Scouts of America is growing its Be Prepared brand of licensed products. Recently signed licensees include Brand 44 and PEM America. The products are still in the early development stages, so additional information was unavailable as of press time.

National Wild Turkey Federation The National Wild Turkey Federation has a history of conserving turkey habitats. The organization is now expanding to include an upland game focus.

MODA Licensing MODA signed BBC International as a licensee to create the Bushnell Footwear offerings. The line includes features such as a dualdensity cushioning system, anti-slip rubber sole plates, heat zone removable inserts, HydroGuard waterproofing, and ScentMask odor-elimination technology. MODA is looking to complement the footwear line with socks, bags, camping equipment, and hunting apparel.

Beanstalk Beanstalk is filling out the U.S. Army camping equipment line, which includes a full line of tents and sleeping bags. New licensees for U.S. Army include Tippman Sports (camping equipment), EB Excalibur (camping accessories), Ardent Outdoors (fishing rods), Authentic Apparel (outdoor apparel), and Select-AVision (eyewear).

Discovery Communications New licensees for the Discovery Expedition brand include Delsey, which is tasked with creating a line of luggage, duffel bags, backpacks, and messenger bags for the lifestyle brand spin-off of the Discovery Channel. The collection will include more than 20 SKUs that will be inspired by the rugged, adventurous feel of the brand.

ROYALTIE$ DECEMBER 2011

naMieCH Joins tarGet; rayson steps DoWn Mattel DiMitri Czupylo, DireCtor of publiC relations Mattel hired Dimitri Czupylo as director of public relations. He will primarily focus on the day-to-day of the barbie/Girls businesses, but will also support in the creative planning for brands across the entire Mattel brands portfolio. Czupylo joins Mattel brands from roll Global where he was director of consumer brand communications for Wonderful pistachios, almond accents, Cuties Clementines, teleflora, and poM Wonderful.

target entertainment announced a key change to its management team as founder alison rayson steps down from her position as Ceo and hires a new managing director, emmanuelle namiech. rayson is leaving the company after 13 years to explore new ventures. the company was sold last year to Metrodome Group. rayson has worked closely with Metrodome’s chairman and Ceo Mark Webster to bring in a managing director with the skills and experience to continue target’s growth both in the uK and internationally. namiech will work with Webster and the management team at target to expand the company’s core business of international rights management. previously, namiech was senior vice-president of global content at fremantle Media enterprises and prior to that was director of acquisitions and co-productions at itV Global entertainment.

saban branDs llC, JosHua Milton, DireCtor of DiGital proDuCtion saban brands llC, a wholly owned subsidiary of saban Capital Group, inc., hired Joshua Milton as its new director of digital production. Milton will oversee the development of games, web, mobile, and online video for saban brands. Milton has specialized in online and mobile gaming for more than 15 years, previously working with companies such as Disney, electronic arts, and universal Music Group. Most recently, he was the director of game production and operations at sony pictures television, managing the digital and mobile game production for the Wheel of fortune and Jeopardy! properties.

ROYALTIE$ DECEMBER 2011

Hasbro expanDs european liCensinG teaM, aDDs liCensinG aGent for soutH afriCa Hasbro expanded its european licensing team, appointing Maya Moskvicheva to senior category manager, overseeing licensing programs in russia. Moskvicheva joins Hasbro’s Moscow office after a career as senior business development manager with Co-packing Center, a consumer goods supplier. prior to that, she handled fashion licensing with the Walt Disney Company. Hasbro also bolstered its presence in south africa naming revolution brand licensing s.a. as its licensing partner representing brands including transformers prime, My little pony, tonka Chuck & friends, littlest pet shop, and Monopoly. revolution brand licensing s.a. will focus on key categories for Hasbro including: apparel, footwear and accessories, publishing, toys and games, personal care, and stationery.

January 9–12

Hong Kong Toys & Games Fair

hktdc.com

Hong Kong Convention & Exhibition Centre

Hong Kong

10–13

CES

cesweb.org

Las Vegas Convention Center

Las Vegas

24–26

The Toy Fair

toyfair.co.uk

Olympia Grand Hall

London

Spielwarenmesse International Toy Fair

toyfair.de

Nuremburg Exhibition Center

Nuremburg, Germany

February 1–6 7–10

Kidscreen Summit

summit.kidscreen.com

Hilton New York

New York City

12–15

New York International Toy Fair

toyassociation.org

Jacob Javits Convention Center

New York City

29–3/2

Global Pet Expo

globalpetexpo.org

Orange County Convention Center

Orlando, Fl.

6–8

Paperworld Middle East

paperworldme.com

Dubai International Convention Center

Dubai, UAE

March 8–11

Halloween Costume & Party Show

hcpshow.com

America’s Center

St. Louis

10–13

International Home & Housewares Show

housewares.org

McCormick Place

Chicago

19–22

Bologna Children’s Book Fair

bookfair.bolognafiere.it

Bologna Fair Centre

Bologna, Italy

1–4

MIPTV

mipworld.com

Palais des Festivals

Cannes, France

16–18

London Book Fair

londonbookfair.co.uk

Earls Court Exhibition Centre

London

21–26

High Point Market

ihfc.com

International Home Furnishings Center

High Point, N.C.

Time To Play Spring Showcase

timetoplaymag.com

The Altman Building

New York City

8–10

Sweets & Snacks Expo

sweetsandsnacks.com

McCormick Place

Chicago

16–18

PlayCon

toyassociation.org

Gaylord National Hotel and Conference Center

National Harbor, Md.

20–23

National Stationery Show

nationalstationeryshow.com

Jacob Javits Convention Center

New York City

20–22

SURTEX

surtex.com

Jacob Javits Convention Center

New York City

april

May

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

LICENSING INTERNATIONAL EXPO 2012 JUNE 12–14 MANDALAY BAY CONVENTION CENTER, LAS VEGAS WWW.LICENSINGEXPO.COM

TIME TO PLAY SPRING SHOWCASE APRIL 25 THE ALTMAN BUILDING, NEW YORK CITY WWW.TIMETOPLAYMAG.COM

ROYALTIE$ BRAND SHOWCASE JULY 24 THE ALTMAN BUILDING, NEW YORK CITY WWW.ANBMEDIA.COM

ROYALTIE$ DECEMBER 2011