Royaltie$, November 2009

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Volume 4, No. 11

November 2009

Features 20 BY

PAUL NARULA

22 BY

Legends Live Forever in Licensing

LAURIE LEAHEY

28

BY

Drink and Be Merry

PAUL NARULA

24 BY

Food for Thought

Back to School Gives Properties Momentum Going into the Holiday Season

CHRIS ADAMS

ON THE COVER: Among The Andy Warhol Foundation’s licensees is Bruce McGaw Graphics, which is the print/poster publisher for the Andy Warhol property. As seen on the cover, the company recently began offering its images framed.

COVER BY DESIGN EDGE

Departments

OBSERVATIONS & OPINIONS

PAGE

4

THE TICKER

PAGE

6

REAL DEAL

PAGE

8

ON

PAGE

10

PAGE

12

PAGE

14

PAGE

16

LICENSING FACTORY: NEW EUROPE

PAGE

18

YOU’RE HIRED!

PAGE

32

CALENDAR

PAGE

34

PAGE

35

THE

ESSENCE

RADAR OF

MAVERICKS

STYLE IN THE

MARKET:

SAMANTHA FREEMAN ROYALTIE$ MARKETPLACE: ASPCA INDUSTRY OUTLOOK:

ENDCAP

OF

EVENTS

ON THIS PAGE (CLOCKWISE FROM THE TOP): Kahlúa Coffee, by

White Coffee (Kahlúa’s licensing program is managed by The Licensing Company); the Marvel Spider Sense Spider-Man Blendy Pens, by Elmer’s; and BK Apple Fries, by Crunch Pak (Broad Street manages the Burger King property)


www.aNbMedia.com PUBLISHED BY ANB MEDIA • Volume 3, Number 8

O

PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM

by Andy Krinner

LICENSING REPRESENTED AT TIME TO PLAY ctober was a busy month for

aNb Media. We hosted a press event in New York City for

TimetoPlayMag.com’s anticipated Most

Wanted list of what are expected to be the hottest holiday toys for 2009. Licensing

was well represented in the choices, including brands such as Barbie, Crayola,

Bakugan, Dora the Explorer, Transform-

ers, and Star Wars. More than 150 members of both traditional press and social

media were on hand to see this year’s offerings from the 37 toy and entertainment companies that exhibited. Exhibitors included Mattel, Hasbro, Jakks Pacific, LEGO, Nickelodeon, Disney, Spin Master, Xbox, and MEGA Brands.

Time to Play also announced the first

annual People’s Play Awards, which will, for the first time, give consumers a

voice in deciding what they think the

hottest and coolest toys of the holiday season will be. Voting will take place

through November 30, 2009, and winners will be announced shortly after that. Sign on to www.TimetoPlayMag.com to cast your vote.

The Time to Play website now also airs

a webcast show on Friday afternoons at 1 P.M.

Watching the show, you will find

amazing information provided on the most

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ROYALTIE$ NOVEMBER 2009

sought-after toys by Chris Byrne (aka The

Toy Guy) and Jim Silver (editor in chief of Time to Play). Check it out.

Earlier this year a worldwide sensation

was caused over the death of Michael Jack-

son, so it is appropriate that we revisit the world of licensing deceased iconic pop cul-

ture figures. Merchandise produced from deceased celebrity music icons continues

to sell at a fairly steady rate. Names like

Elvis Presley, Bob Marley, Kurt Cobain,

and even The Beatles (understanding, of

course, that two of the Beatles are very

much alive) sell CDs and music downloads at a surprising pace considering they are no

longer on today’s music scene. Presley in particular has dominated this area of li-

censing for years, but only tops the list of

a long line of popular deceased stars who

still have a faithful following. The King of Pop threatens to challenge the King of Rock ’n’ Roll, with regard to merchandis-

ing. At the end of October 2009, the release

ASSOCIATE PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ADVERTISING MANAGER AMY LAND AMY@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM MANAGING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM ASSISTANT EDITOR LAURIE LEAHEY LAURIE@ANBMEDIA.COM ASSISTANT EDITOR PAUL NARULA PAUL@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTOR MATT NUCCIO MATT@DESIGNEDGE.NET HONG KONG REPRESENTATIVE TONY LEE SMART REGENT PRODUCTIONS LTD., 66–72 STANLEY STREET, ROOM 603, KAI TAK COMMERCIAL BUILDING, CENTRAL HONG KONG PHONE: 2815 0166 • FAX: 2815 6911 • SREGENT@NETVIGATOR.COM

PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DR., HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM

of This Is It, a movie documenting MJ’s

INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM

Jackson has the staying power or licensing

229 WEST 28TH STREET, SUITE 401, NEW YORK, NY 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727

last concert rehearsals, drew quite large

box-office numbers. Whether Michael power that Elvis Presley has remains to be

seen. For more information on deceased

celebrity licensing, check out the article that starts on page 24.

ANB

MEDIA, INC.

ROYALTIE$ is published 12 times a year by aNb Media, Inc. Copyright 2009 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.


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For further information, contact: James Ngo Senior Director, Consumer Products FremantleMedia Enterprises T: +1 (818) 748 1145 E: james.ngo@fremantlemedia.com

www.fremantlemedia.com

CONTACT US TO FIND OUT HOW WE CAN HELP BUILD YOUR BRAND

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17/9/09 12:28:30


A RECAP

OF

INDUSTRY HEADLINES

NICKELODEON ACQUIRES TEENAGE MUTANT NINJA TURTLES

Nickelodeon has acquired the global intellectual property rights to the Teenage Mutant Ninja Turtles from the Mirage Group and 4Kids Entertainment for $60 million. Nickelodeon has plans to develop a CG-animated TV series expected to launch in 2012. A feature film is also planned for 2012 with Paramount Pictures. Paramount and Nickelodeon are both owned by Viacom. Additionally, Nickelodeon also acquired merchandising rights and plans to continue working with toy licensee Playmates.

NEW LAWSUIT INVOLVING BRATZ

It has been widely reported that Bernard Belair filed a lawsuit in Manhattan Federal Court against MGA Entertainment and Mattel claiming that his copyright designs with “large heads, oval eyes, small bodies, and large feet” designed for Steve Madden shoe ads a number of years ago were stolen as the designs for the original Bratz dolls. Belair says that Carter Bryant testified that the initial Bratz designs were inspired by the Steve Madden ads. The suit doesn’t specify damages. Mattel and MGA Entertainment both had no comment.

TRU ANNOUNCES PLAN

FOR

FAO SCHWARZ

Toys “R” Us announced dedicated FAO Schwarz-branded boutiques filled with a selection of its classic toys within 585 Toys “R” Us stores nationwide. In addition, there will be a relaunch of www.fao.com and the continuation of the FAO Schwarz Holiday Catalog. Beginning November 1, The FAO Schwarz boutiques will be located prominently at the front of Toys “R” Us stores. Each will feature colorful overhead signage, as well as life-sized displays of the famous FAO Schwarz toy soldier. The edited assortment of toys has been selected to highlight dozens of classic FAO Schwarz toys at affordable price points ranging from $2.99–$64.99, including annual favorites such as the FAO Schwarz Signature Holiday Ornament and 2009 Collectible Bear. Also available are FAO Schwarz mascots Patrick the Pup and his sister, Penelope the Pup. And, for those looking to emulate Tom Hanks’ character in the movie, Big, gift-givers can take home a replica of the iconic FAO Schwarz Big Piano, which was featured in the film. TRU says that this plan for FAO will remain in place after the holiday season.

JOESTER LORIA SIGNS PINKALICIOUS

The Joester Loria Group announced that it has been appointed to represent Pinkalicious, The New York Times bestselling book. With almost a million copies sold, the Pinkalicious series, published by HarperCollins, includes Pinkalicious and the sequel Purplicious, both illustrated by Victoria Kann and co-authored by Victoria and Elizabeth Kann. The newest addition to the series is Goldilicious. In addition, Pinkalicious, The Musical is currently on stage in New York City and Toronto. The Joester Loria Group will be launching an integrated licensing and merchandis-

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ROYALTIE$ NOVEMBER 2009


ing program. Graphic elements include cupcakes, flowers, butterflies, and a unicorn. As toy licensee, Jakks Pacific will be introducing a full collection of dolls, accessories, playsets, dress-up, and Halloween costumes in fall 2010. As part of its licensing agreement, Madame Alexander will continue to offer Pinkalicious soft dolls in specialty stores. The Joester Loria Group plans to license Pinkalicious products in categories including apparel, footwear, toys, HBA, social expressions, and home.

BARBIE MOVIE

IN WORKS

According to a report in Variety, Universal Studios has signed an agreement with Mattel to create a live-action film around Mattel’s iconic Barbie. Mattel executives Richard Dickson and Rob Hudnut will serve as executive producers for the film. Variety says Mattel and Universal want to move ahead with this film aggressively, but no timetable has been set for Barbie’s big screen debut. While there have been 16 animated direct-to-video titles for Barbie, there has never before been a live-action Barbie feature film.

SANRIO ANNOUNCES LICENSING AGREEMENT WITH RAZOR USA

Sanrio has announced the signing of a new licensing agreement with Razor USA, manufacturer of the Razor scooter. Marking Razor USA’s first-ever license agreement, the new Hello Kitty A kick scooter is a co-branded version of the original Razor A kick scooter, and is slated to make its retail debut the first week of November. Razor USA also announced two additional co-branded Hello Kitty products: the Razor Pocket Mod miniature electric Euro-style scooter and Razor E100 electric scooter. They will debut next year. The collaboration of Hello Kitty and Razor USA is one of many special releases honoring 35 years of Hello Kitty. Sanrio is celebrating Hello Kitty’s 35th anniversary with an exclusive offering of commemorative products, special brand collaborations, and Three Apples, a three-week, multi-dimensional event that includes a product retrospective and exhibition at Royal/T, a café, store, and artspace in Culver City, Calif.

PARAMOUNT LICENSING SIGNS NEW AGENTS

Paramount Licensing has signed on The Licensing Company (TLC), Biplano, and Backstage for representation for all the studio’s consumer products licensing activities in the European market. The three companies will together represent the division across Europe through their network of offices in France, the UK, Germany, Spain, and Italy. Focusing on long-term brand extension, the agencies will initially emphasize the studio’s extensive library of film properties, including Grease, The Godfather, Top Gun, Flashdance, Breakfast at Tiffany’s, Saturday Night Fever, and The Italian Job. They will also license upcoming films, including Rango, starring Johnny Depp and slated for European release in spring 2011, and The Adventures of Tintin: The Secret of the Unicorn, with an all-star European cast. It is being produced and directed by Steven Spielberg and produced by Peter Jackson, and is slated for a fall 2011 European release. Also on the upcoming film slate to be licensed is the recently announced remake of Footloose, the 1980s phenomenon that was a major part of the revival of music and dance in film during that era.

Sesame Street Turns 40

On November 10, 2009, Sesame Street will celebrate its 40th anniversary. As part of the anniversary celebration, Sesame Workshop has planned a two-DVD set— Sesame Street: 40th Anniversary—that will feature content from the past 40 years. ROYALTIE$ NOVEMBER 2009

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HASBRO AND LIGHTNING GAMING

Lightning Gaming, a software developer for casino entertainment venues, has entered into a long-term licensing agreement with Hasbro. The agreement grants Lightning Gaming the exclusive right to develop and produce gaming machines based on Hasbro’s Scrabble brand in the United States and Canada. The first of these devices is set to debut in casinos later this year.

CLASSIC MEDIA AND TDC GAMES

Classic Media has announced a new addition to its consumer products program for the Where’s Waldo brand. TDC Games will be creating an assortment of puzzles featuring images from the search-and-find activity brand. The line will launch with 2,000-piece puzzles, 1,000 piece puzzles, 300-piece large-piece puzzles, 234-piece “world’s smallest” jigsaw puzzles, 24-piece puzzles, and hide-and-seek figural games. Product will roll out to retail beginning summer 2010.

CARTOON NETWORK ENTERPRISES AND MULTIPLE LICENSEES

Cartoon Network Enterprises (CNE) is expanding its licensing programs for two of its popular boy brands, Bakugan and Ben 10, with additional products in the home furnishings category. RoomMates has signed on as a partner for Bakugan, and will be producing wall décor that features the series’ popular characters. Existing licensees, including Franco Manufacturing and the Northwest Company, are also unveiling new Bakugan products. CNE is currently seeking additional partners for its Ben 10 brand in the home furnishings category. Existing licensees such as Jay Franco and RoomMates will be unveiling new products in each of their lines this year.

4KIDS ENTERTAINMENT AND PENGUIN

4Kids Entertainment and Chaotic USA have reached an agreement with Penguin Young Readers Group. Under the terms of this agreement, Penguin will serve as the global licensing partner for the publishing category for the Chaotic trading card game and TV series-based property. Penguin will produce a range of age-appropriate Chaotic titles and publishing products, including sticker books, Decide Your Destiny interactive game books, and novels and graphic novels for older readers. Penguin’s lines will launch in 2010.

FREMANTLEMEDIA ENTERPRISES AND GROUPE SEB AUSTRALIA

FremantleMedia Enterprises (FME) has teamed up with Groupe SEB Australia, owners of the Tefal small appliance and homewares brand. The agreement between the two companies names Tefal the official cookware licensee in Australia for the MasterChef brand. The branded product range will include a wide variety of cookware and homeware products, as well as lifestyle products that match the theme of the MasterChef television series.

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NELVANA AND TF1 LICENCES

Nelvana Enterprises has announced that TF1 Licences has been appointed as the representative agent for the Babar brand in France and other European territories such as Belgium and The Netherlands. TF1 will be establishing merchandising programs in anticipation of the new 3-D series Babar—And the Adventures of Badour, which will launch in France in fall 2010/spring 2011.

BUTTERBALL AND IMC LICENSING

IMC Licensing has signed an agreement to represent Butterball, a producer of turkey products in the United States, in the licensing arena. IMC Licensing will develop a portfolio of brand-building licensed food and non-food products for the Butterball brand. The brand will extend across a wide range of categories, including cooking tools and accessories, food products and ingredients, and products that contain Butterball turkey as ingredients.

MAD ENGINE AND STREET LEGAL CLOTHING

360ep has signed a deal with Street Legal Clothing for its client Mad Engine. Street Legal Clothing, a Canadian supplier of knitted sportswear, will launch new lines of T-shirts, loungewear, and sleepwear featuring Mad Engine’s designs and graphics. The T-shirt line will hit retail next spring, and the loungewear and sleepwear will arrive next fall. The collection will be sold throughout Canada at specialty and mass retailers, as well as sporting goods and department stores.

HIT ENTERTAINMENT AND UPPER DECK

Upper Deck has entered into a new licensing agreement with HIT Entertainment to produce Thomas & Friends collectible trading cards. The multi-year deal provides Upper Deck with the rights to produce collectible trading cards of the Thomas & Friends series. The first trading card releases are scheduled for late spring of next year, to coincide with the 75th anniversary celebration of Thomas the Tank Engine and a new upcoming CGI series.

Thomas The Tank Engine CGI series

LISA MARKS ASSOCIATES AND MULTIPLE LICENSEES

Lisa Marks Associates (LMA) is extending its candy brand programs with a number of new partnerships and expanded current partnerships. Apparel licensee Garan will produce additional items for the Just Born licensing program, including Peeps, Mike and Ike, and Hot Tamales boys’ and girls’ T-shirts next spring. Mighty Fine will also be producing a line of Peeps tops, tees, and fleece for men, women, girls, and toddlers at specialty stores and Old Navy. Hyp will be working on Peeps and Mike and Ike socks and juniors’T-shirts. LMA will also be expanding the Dum Dum Pops licensing program. Jerry Leigh will create girls’ and juniors’ apparel. Hyp will be producing socks and juniors’T-shirts. The Warheads brand will be teamed up with manufacturer Jel Sert, which will produce freezer pops featuring the candy’s sour flavors. The Smarties candy brand has two new apparel programs launching next spring from Garan and Hyp.

ROYALTIE$ NOVEMBER 2009

9


New products, new deals, and new trends this month in the licensing industry. SIKORSKY LOOKING TO LICENSE

NAME

The consumer licensing division of Sikorsky Aircraft Corp. announced its foray into apparel licensing. LA Communications, consumer licensing agency for Sikorsky Aircraft Corp., is seeking licensing partners in the apparel, footwear, and accessories categories. Art is available for the Black Hawk helicopter. The licensing venture supports the company’s initiative to actively extend the reach of its brand to a consumer-focused sector. Sikorsky currently has a toy licensing program in place with companies such as Spin Master, Silverlit, Hasbro, Mattel, and others.

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ITS


NICK, LEA PARTNER

FURNITURE LINE

Lea Furniture introduced three new age-related youth furniture product lines during the High Point Furniture Market last month. Called Nickelodeon MyRoom, the new collection was developed in cooperation with Nickelodeon/Viacom Consumer Products (NVCP) and will feature characters from shows including Dora the Explorer, Go, Diego, Go!, and SpongeBob SquarePants, as well as featuring graphics based on the network’s signature Slime. The Nickelodeon MyRoom furniture line encourages creativity, independent play, and customization through a variety of features and accessories that can grow and change with the child.

COUNTRY LIVING COLLECTION DEBUTS AT HIGH POINT

FOR

Hearst Brand Development, the division of Hearst Corporation responsible for expanding its brand equities into consumer products, announced during last month’s High Point Furniture Market a partnership with Surya Rugs to develop the Country Living rug collection. Inspired by the comfortable, inviting style found in the pages of the magazine, the collection features classic country construction in a variety of traditional and modern motifs. The Country Living debut collection will include more than 50 styles, including braids, jutes, hooked wool patterns, stripes, and outdoor polys. Featured designs include classic farmhouse stripes, patterns inspired by vintage quilts, and classic braids. Colors range from warm, time-honored hues to energetic brights. Retail prices are expected to range from $199–$449.

PROJECT RUNWAY COMES TO WII

Atari and The Weinstein Company jointly announced an exclusive licensing agreement to develop and publish a series of video game titles based on Project Runway. The initial game in the Project Runway line will be developed by Tornado Studios and is expected to be released for Wii in spring 2010. The Project Runway video game will put players in the role of an aspiring fashion designer. Similar to the show, players will be presented with different challenges as they create designs and adorn models with hair, makeup, and accessories. Players can then become the model and strut their creations down the runway using the Wii Balance Board accessory. Capturing the true essence of Project Runway, the title will feature the show’s talent.

BROAD STREET BROKERS WINE DEAL

Broad Street Licensing Group has brokered an exclusive licensing agreement between Votto Vines Importing and The Order of the Sons of Italy in America (OSIA) for a retail line of imported Italian wines bearing OSIA’s Leone d’Oro trademark. The Order of the Sons of Italy in America is the largest and oldest national organization for people of Italian heritage in the United States. The Leone d’Oro-branded line of red, white, and sparkling varietals will be imported from vineyards in the Italian regions of Piedmonte, Fruili, and Le Marche. Each wine is expected to retail from $12–$20 per bottle. The wines are part of the program Broad Street has developed for leveraging the Leone D’Oro and Figli d’Italia trademarks into a variety of food products in specialty grocery markets, and is designed to help consumers gain access to highquality items from Italy, allowing them to buy with confidence.

ROYALTIE$ NOVEMBER 2009

11


The Jewelry of Vampires

HBO, in collaboration with Udi Behr, chief designer for Love Peace and Hope, has created a new line of jewelry around its series True Blood. Inspired by the dark and sexy nature of the vampires in the television series, the collection includes bracelets, leather cuffs, necklaces, rings, and earrings in an edgy fusion of sterling silver, polished steel, and crimson rubies, many of which feature a patented fang-like clasp. The True Blood collection, officially licensed from HBO Licensing and Retail, is available on www.truebloodjewelry.com. 360ep is the licensing agent for Love Peace and Hope.

Classic Sesame

Mighty Fine, Inc., as a licensee of Sesame Street, partnered with American Apparel to produce a limited-edition run of classic Tshirts to commemorate the 40th anniversary of Sesame Street this month. The new line will feature a handful of classic characters printed on American Apparel garments. Drawings of the various Sesame Street characters were translated into line illustrations and printed on dozens of brightly colored American Apparel Tshirts. The prints selected span the 1970s, ’80s, and ’90s, and range from individual characters, such as Big Bird, to pictures of the cast. All shirts have a limited-edition hangtag. The line, which debuted in October, is sold in 25 American Apparel stores worldwide, including locations in New York, Los Angeles, Tokyo, and Berlin, as well as online. With the relaunch and expansion of the American Apparel Kids line, the same classic images will make their way onto kids’ shirts.

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ROYALTIE$ NOVEMBER 2009

Superheroes Invade Bloomie’s

Bloomingdale’s stores and Warner Bros. Consumer Products joined forces to celebrate the upcoming 75th anniversary of DC Comics. This holiday season, Bloomingdale’s will debut brand new shops featuring DC Comics-inspired clothing and accessories. Designers contributing to the exclusive collection include Trunk, Junk Food, Converse, Psycho Bunny, and Jack Spade in men’s and Because We Converse T-shirt Were Bored in the Young World department. The men’s collection will include T-shirts, socks, scarves, tote bags, and wallets, as well as ties, cufflinks, and pocket squares. Bloomingdale’s Young World department will carry limited DC Comics-inspired products, including tees and hoodies. The DC Comics collection will range in price from $30–$225 and will be available in all stores with men’s and Young World departments. Select merchandise will also be featured on Bloomingdales.com.

New PursePlus Designs

Debra Valencia lent her artistic designs to Charm14’s PursePlus, a collection of cell phone purses. Valencia’s designs for three purses initiate the beginning of a larger collection for Charm14’s 2010 catalog. Design themes include a floral swash with a floral pattern in pink, chartreuse, and brown; silhouette, which features a black-and-white leaf pattern; and bric brac, which features a bold stripe pattern with bright colors, dots, and gingham. The Charm14 PursePlus is designed to hold a cell phone, identification, money, keys, and a woman’s essential items in place of carrying a large purse.



SAMANTHA FREEMAN – PRESIDENT

C

by Laurie Leahey

reating a company wasn’t something that happened out of the blue for Samantha Freeman. Starting in 1997, Freeman worked at Nickelodeon in the consumer products group, heading up the hard goods and soft goods categories and working on different licensed products from toys to apparel for a variety of Nick properties, including Rugrats, SpongeBob SquarePants, and Blue’s Clues. It was while working with Blue’s Clues that Freeman met Angela Santomero, creator of Blue’s Clues. The two women collaborated on the licensing program for the show, but found that the idea of working together under their own company sounded good. After Blue’s Clues filmed 150 episodes and the series’ production went on hiatus, Freeman and Santomero took the time off to branch off on their own, creating Out of the Blue Enterprises and the show Super WHY!, which airs on PBS Kids. The almost 5-yearold company still produces Blue’s Clues episodes for Nickelodeon. Not only did Out of the Blue Enterprises create Super WHY!, but it also licenses the property. Freeman, president of Out of the Blue, says the company takes a unique approach when it comes to marketing and licensing, mainly based on her experience with licensing at Nickelodeon. “The Nick experience was very

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ROYALTIE$ NOVEMBER 2009

helpful because we worked on so many different properties for both girls and boys, and for both older and younger kids,” she says, “and I think developing a unique point of difference in the marketplace for each property is really important.” For Super WHY! products, Out of the Blue combines reading comprehension with roleplay so that kids can pretend to be the characters while still being exposed to the literacy component found on the show. This appeals to moms and dads because kids are learning while playing. Out of the Blue works with licensing partners such as Kids Headquarters, University Games, Penguin Publishing, and Learning Curve to produce products that speak to the brand’s integrity, as well as with retailers that understand the property and support it in a meaningful way. Creating the right types of products for a brand is something that Freeman has a lot of experience in. Prior to her time at Nick, Freeman was director of marketing at Toy Biz, a division of Marvel Enterprises, where she managed a variety of properties, including Spider-Man and X-Men. She also served as product manager at Mattel developing Barbie dolls, fashions, and accessories. “Being from children’s products, it was a natural transition to move over to the [licensing] side where the products are an extension of children’s television and

entertainment, and to manage the product categories as part of an integrated licensing and marketing program,” Freeman says. Freeman is adamant that licensing be part of an integrated marketing and merchandising plan in order to have a successful licensing program. This means that Out of the Blue doesn’t just focus on licensed products. The company creates tentpole events for the Super WHY! property that correspond with marketing windows. On Memorial Day, the licensing program launched at Toys “R” Us stores while a Super WHY! Hooray for Heroes two-hour block aired on PBS. In August, Out of the Blue expanded its licensed product to Target stores and also did a month-long promotion on PBS. “Having an integrated marketing plan that combines onair, online, retail, and off-air partners so that all exposure is going on at the same time really elevates the property so that people know what’s available,” Freeman says. This type of plan can also give licensors a leg up on competition. “Retailers really want licenses that are special and that stand out,” Freeman says. “Companies need to work to create a unique positioning for themselves that gives value to the retailer and the consumer.” Focusing on value is something that Freeman will continue to do as Out of the Blue goes forward with more licensing deals for Super WHY!, as well as its new properties, which were still in development as of press time.


Lingerie Football League is a sports franchise that’s sexy, adrenalinedriven and action-packed. Fans can now follow America’s most beautiful and athletic women as they compete on Friday nights in a full contact tackle football league. Lingerie Football League offers the ultimate entertainment experience – action, athleticism, and beauty with the thrill of competition.

For further information, contact: James Ngo Senior Director, Consumer Products FremantleMedia Enterprises T: +1 (818) 748 1145 E: james.ngo@fremantlemedia.com

www.fremantlemedia.com


F

CAMPBELL ASSOCIATES’ by Paul Narula

or more than 140 years, the American The ASPCA’s licensing program builds Society for the Prevention of Cruelty to upon the trust that the organization has develAnimals (ASPCA) has worked to keep oped with many animal lovers by offering a animals safe from harm in the U.S. Founded in line of licensed pet care products that provide 1866 by Henry Bergh, the organization is the first pet owners with high-level care for their pets. and oldest animal welfare organization in the Years of experience in protecting the rights of United States. Though many of the organizations animals and providing health and medical care early initiatives and anti-cruelty movements were for animals at its various facilities has given centered on advocating the ASPCA access to exhumane treatment for liveperts in all fields of pet stock, the organization has care, which it helps its ligrown to encompass alcensees apply to any most all aspects of domesASPCA-licensed prodticated animals, from ucts. The organization livestock to smaller dogs works with its licensees and cats and other pets. and the experts that help Today, the ASPCA make up the ASPCA to provides a number of ensure that products bearservices for animal and ing the ASPCA logo are A mascot for the ASPCA collection pet owners. The organizahigh-quality pet care tion began opening animal hospitals in 1912 and items, both for the pet and the pet owner. has continued to research and develop medical Campbell Associates is the organization’s techniques for the care of domesticated animals. official licensing agent and has helped the The organization also provides a 24-hour ani- program grow to contain more than 15 limal poison control line, free behavior advice censees. Jakks Pacific has created a line of and training, and pet loss support services for dog toys, as has Multipet. Kennel-Aire, Jewgrieving pet owners. The organization addition- ett-Cameron, and Taiwan Cable have crafted ally funds a number of mobile spay/neuter clin- a number of kennels. Wiley will be handling ics to serve low-income communities publishing products. More companies, such throughout New York City. The ASPCA is also as UGP, Suncast, Regalo, Petking, and Petan active part of enforcing animal cruelty laws, mate, have signed on to be a part of the working with law enforcement officials to pro- ASPCA licensing program. The ASPCA line tect animals, as well as continuing to lobby for of products will be available at Walmart, additional laws that protect animals. Barnes & Noble, and other retailers.

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ROYALTIE$ NOVEMBER 2009

Fast Facts ° The ASPCA currently has more than one million supporters in the U.S.

° The organization provides free expert advice and information on pet care at its website, aspca.org.

° The ASPCA is responsible for the first animal-oriented crime scene investigation unit.

° Animal Precinct, a television show on Animal Planet, follows the activities of the ASPCA’s humane law enforcement officers.

° The ASPCA reports having saved thousands of animals from homelessness every year.


IBB JEWELRY

JAKKS PACIFIC

The “Heart U Back” jewelry line, from IBB Jewelry, gives pet owners another way to show their love of animals. IBB has made friendship bracelets, charms, cufflinks, and more for pet owners and animal lovers to wear, as well as matching charms for their favorite pet’s collar.

Jakks Pacific Plush Pal loofah dog toys feature bright terrycloth designs with two squeakers in each toy. The toys are designed to be easy to grip and chew to make fetching and playing easier for pets.

JEWETT-CAMERON

Jewett-Cameron’s line of outdoor kennels are built with a powder-coated steel square tube frame and come with a waterproof cover for inclement weather. Each kennel comes with tips and advice on how to care for your pets. No tools are required for assembly.

GINSEY

Ginsey will be adding the ASPCA brand to its collection of home goods brands. The company will create a line of bath products for pets and pet owners, including bath mats (shown).

REGALO

The ASPCA licensed pet gates from Regalo are designed to be secure and sturdy without being overly difficult to remove, move, or adjust. Each gate is designed to provide security for the pet and pet owner without being an obstacle or a tripping hazard in the home.

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LICENSING FACTORY: NEW EUROPE OFF TO A STRONG START he 36 countries and regions that make up what is referred to as “New Europe” are as yet virtually untapped when it comes to the Western model of licensing and merchandising. While the economy throughout the region has been depressed as part of the global economic downturn, forecasts are that the market will be rebounding in the next two to three years, and companies that are prepared to capitalize on these opportunities will be well-positioned to take advantage of these opportunities. In addition, a more sophisticated and affluent consumer being exposed to a broader range of brands and properties means that the market opportunities can only grow. Despite the current economic challenges, the region has a dynamic retail environment and manufacturers have a burgeoning interest in all kinds of licensing. From entertainment to technology to brands, an increasingly sophisticated consumer is looking for both regional and global brands. Helping industry people from around the world to understand this emerging and sometimes complex market was the new trade show Licensing Factory: New Europe in late September. Both a showcase and a summit, the show brought together licensors, licensees, and experts in branding and licensing from more developed markets to create an exciting and intimate four days. Set in the beautiful resort town of Rovinj,

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by Christopher Byrne

the show provided attendees with insights into the various economies of the region, a global perspective of the current global economy, and the ways in which those in the licensing business can identify and exploit opportunities. In addition to homegrown Croatian characters and franchises such as Professor Balthasar and Umko, such global properties as Ben 10, Winx Club, Woody Woodpecker, Littlest Pet Shop, and Hello Kitty (to name a few) attracted the attention of the attendees. The seminar program featured a variety of speakers who introduced numerous properties, case studies, and best practices. A representative from the Disney Institute spoke about innovation. European representatives of Fremantle spoke about the development and global expansion of its Idol franchise and other properties. The challenge, of course, is that because New Europe is, well, new, there is still much learning to be done. Virtually all the speakers mentioned the need to be a presence not just in the region but in the countries targeted for expansion. Central to success, they said, was the need to understand different business practices, distribution models, and consumption patterns. It requires significant investment in order to be able to maximize the opportunities. For instance, even understanding how shopping practices vary from country to country will affect everything from product development to merchandising. In addition,

The town of Rovinj in the Istria region of Croatia hosted the Licensing Factory: New Europe summit and trade show.

the market is highly entrepreneurial, and understanding the various laws of each country can be complicated, particularly in light of the fact that in many cases related to franchising, for instance, the European Union is leaving legislation to the individual countries. While the attendance did not meet the organizers’ expectations, everyone interviewed on the show floor was highly enthusiastic about both the contacts made and the opportunities they were discovering. All of the companies said that they would be returning next year. In addition to the program, attendees had the opportunity to explore the beautiful town of Rovinj in the Istria region of Croatia. The old town dates back to the 13th century. It had been part of the AustriaHungary Empire and after World War I became part of Italy. After World War II, it became part of Yugoslavia, and it finally became part of Croatia when that country became independent. The history is an apt metaphor for the town as it has grown and evolved. It’s an ideal backdrop for a business and opportunities that are likewise changing and growing with the times.



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Food For Thought

by Paul Narula rocery shopping is no easy task for any household, whether it’s for one person or a large family. Consumers face countless choices as they maneuver up and down each supermarket aisle. While food licensing remains a lucrative and competitive category, things have started to change. As soon as consumers started to watch their spending, restaurants were one of the many businesses to feel the squeeze. As a result, many restaurants have begun looking for an added revenue stream. “Years ago, restaurants didn’t want to license because they were afraid it would drive people away from the core brand,” says Bill Cross, partner at Broad Street Licensing, which represents the Burger King brand. “Now they hope licensed products will attract people to the brand.” Beyond the obvious additional revenue stream, restaurant-branded products can help keep the brand in a consumer’s mind. This also makes it important for the licensed products to represent the brand as strongly as possible. “We look at the flavor profiles,” says Glenn Hendricks, vice-president of business development at SloaneVision, which represents the Dairy Queen brand. “We then ask if they can be copied to something that isn’t a core food, but could be used with that flavor profile.” Restaurant brands give consumers an economical alternative to going out to eat that still gives them the feeling of eating their favorite foods. Of course, restaurant brands don’t make up the entirety of the category. “There’s a growing trend of leading food and beverage brands extending into near-in categories that can leverage the brand’s unique flavor profiles,” says

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Fruit brands, such as Chiquita, can easily translate to other products.

Andrew Topkins, partner at Brandgenuity, which represents brands such as Frank’s RedHot. An example would be Frank’s RedHot beef jerky, which features the recognizable taste of the core product on an entirely different product. Even if a food brand is already successful, this type of licensing allows it to expand its retail footprint. “Licensing gives a brand the ability to go into new channels of distribution and give consumers the ability to witness a brand in a whole new way,” says Cara Bernosky, president of IMC Licensing. In addition, food-related entertainment properties have become a part of this category. Bravo has just launched a full licensing program based on its popular Top Chef television series, which includes frozen food, wines, kitchen appliances, and more. The New York Times is launching a wine line based on the newspaper’s travel section. Of course, competing for shelf space with any type of licensed food product are the private label brands. Private label brands have been on the rise in the past few years, rapidly taking up what some might consider an unexpected

amount of market share. Some licensing executives interviewed believe that this is the fault of major brands slipping in quality to the level of private label brands. Others indicate that private label brands have actually increased in quality, making them a more competitive product. Regardless of the reason, private label brands have become competition for more popular food brands. However, this has also opened up new doors in the licensed food business. “We believe that private label companies are fantastic resources for potential food and beverage licensees,” says Ross Misher, CEO of Brand Central, which represents food brands such as Eggo and Kellogg’s. “They have already established strong retail relationships and just need a brand to distinguish themselves.” Other companies have seen the chance to create strong cobranding opportunities. “We’ve been taking meetings with some grocery chains to see about co-branding,” says Bill McClinton, senior vicepresident of licensing at Global Icons, which represents brands such as Coldstone Creamery and Mrs. Fields. Many licensors believe their brand’s connection with the consumer remains strong. “Our customers love the Cinnabon brand,” says Cara Becker, brand licensing director at Cinnabon. “That type of emotional connection is a strong draw.” Despite the economic downturn, there continues to be a large number of opportunities in food licensing. While many licensors have noted that licensees are more cautious with deals, providing less up front, they do note that the licensing deals provide the same value at the end of the line. As long as consumers stay hungry, food brands will be ready to serve.


Whether they’re familiar brands in a different aisle or a favorite restaurant coming to a new type of market, food brands lend variety to the everyday grocery shopping experience. Despite competition from private label brands and generics, food licensing continues to be going strong. Here are some recent developments in this licensing category.

Broad Street Licensing

Broad Street has continued to expand the Burger King brand into new food categories with products such as the new BK Apple Fries from licensee Crunch Pak. The apple fries come pre-washed and ready to eat with a caramel dipping sauce.

Global Icons

Cold Stone Creamery and Turin Chocolates have teamed up to produce a full line of chocolates based on some of the most popular Cold Stone Creamery Flavors.

SloaneVision

SloaneVision has signed a number of deals for its client Dairy Queen. Current licensees include Trau & Loevner, BioWorld, The Bradford Group, Lotta Luv, and more. SloaneVision is in the process of finalizing deals for DQ rice cakes, novelty candy, and children’s food activities.

IMC Licensing

Cinnabon, represented by IMC Licensing, is working with Kellogg’s to create the Cinnabon Breakfast Bars. These breakfast snacks can be heated or eaten out of the box for Cinnabon flavor on the go.

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Drink and Be Merry

by Paul Narula

ap water is clean, healthy, and refreshing, but to the average American palate, it can also be quite boring. Beverages of all types and flavors exist to quench consumers’ thirsts, whether they’re looking for a soft drink, alcohol, or fruit juice. Almost all of these beverage options are branded. Beverage licensing, like food licensing, has been around for a long time and is a lucrative and competitive category. As with any type of branding, beverage brands have new challenges to face in today’s world. For a beverage brand, just as with a food brand, flavor profile is incredibly important when it comes to creating a licensed product. “It’s not all about recreating the brand and the brand image,” says Angela Farrugia, managing director at The Licensing Company (TLC), which represents Welch’s, Jim Beam, and Kahlúa. “We focus on the taste delivery first and then the branding system.” There are other factors that have become major aspects of licensing. Many beverage brands that originate in fruit juice-based products are able to emphasize the healthy aspect of their brands for licensed products. “If a brand has one thing it can play up now, it’s health ben-

efits,” says Frances Alvarez, vice-president of Nancy Bailey and Associates. For most beverage brands, licensing now is a sound idea. “Food and beverage licensing yields a recurring purchase which generates significant revenue and is scalable over time,” says Ross Misher, CEO of Brand Central, which represents the Dr Pepper Snapple Group. With more consumers staying home, licensed products can create amounts of revenue. On the other hand, for some types of beverage brands, licensing now is a way to make up for lost business in other avenues. Many alcohol-related brands have suffered as restaurants see less business. Restaurants are always customers for alcohol manufacturers and as restaurants see less business, so do manufacturers. As with food licensing, private label goods have been making headway in the beverage aisles. “Mainstream national brands used to stand at the top of the tree, with private label brands at the bottom and licensing comfortably in the middle,” says TLC’s Farrugia. “Now private label brands are moving into the middle.” For TLC and Farrugia, this has meant looking at licensing from a new angle and working to establish direct relationships with retailers.

The Dr Pepper Snapple Group

Private label manufacturers are taking advantage of their suddenly enhanced position to seek out additional licensees. White Coffee, which has primarily worked as a private label manufacturer, has established licensing deals with the Kahlúa brand and the Rocky Mountain Chocolate Factory. “As strong as private labels may be, they don’t have national recognition,” says Jonathon White, executive vice-president of White Coffee Corporation. “We wanted consumer recognition.” Beverage licensing has certainly weathered the storm of both the economic downturn and the rise of the private label. “While the category can be highly competitive, food and beverage licensing provides real legitimate long-term onshelf presence for brands that can make the cut,” says Joanne Loria, executive vice-president at The Joester Loria Group. Many beverage brands have a long history with consumers and continue to attract purchases. “While price is a concern to families, people will always feel they are getting a superior product,” says Karen Spitz, president of Licensing Link. “We’re going to see a lot of strong growth in this category,” says Nancy Bailey and Associates’ Alvarez. “Our phone has been ringing.”

While there are many brands competing for shelf space in the beverage category, the Dr Pepper Snapple Group has definitely made its presence felt. Currently, six of the 10 top non-cola carbonated drinks are a part of the group’s product line and nine of the company’s major brands are top sellers in their categories. The Dr Pepper Snapple Group continues to strengthen its licensing program. “Dr Pepper Snapple Group is focused on building long-term partnerships with manufacturers whose vision supports the brand position,” says Carla Peyton, director of brand licensing at Dr Pepper Snapple Group. “Brand Central was recently chosen as the agency to lead this initiative.” The company has long-standing relationships with partners such as CH Robinson, Anheuser-Busch, Jelsert, Jelly Belly, and Brach’s. The Dr Pepper Snapple Group is seeking opportunities for home décor candy, yogurt, cup fruit, snacking, and more. It will continue to grow long-term relationships with its current partners and expand its licensing program with new products and categories that stay true to its brands.

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Almost everyone has a favorite drink, whether it’s a soda, a type of juice, or maybe just a particular brand of bottled water. Beverage brands leverage the affection consumers may have for their favorite liquid to take their flavors and their brand icons further. Here is a sample of what some of the major beverage brand licensors have been working on.

The Joester Loria Group

The Pepsi Heart Contemporary Tote Bag, from Envirosax, is a polyester tote bag with white and navy blue stripes on one side and a heart image on the other. The bag has a series of button-like prints and extra pockets on the inside for additional storage space and is hand-washable. The Pepsi brand is represented by The Joester Loria Group.

Brandgenuity

As a part of its continuing relationship with CH Lawrence through Brandgenuity, Mott’s (part of the Dr Pepper Snapple Group) has licensed a new line of cookies that use real Mott’s products as the ingredients for a full line of fruit-flavored cookies.

Licensing Link

Licensing Link has signed a deal for its client Jolt Cola with Skaffles for a line of Jolt Energy Sprays. These sprays come in four flavors and act as both an energizer and breath spray when consumed.

The Licensing Company

The Licensing Company has brokered a deal for its client Kahlúa, the coffee liqueur made by Allied Domecq, with White Coffee. White Coffee is producing a line of coffee based on the Kahlúa flavor. White Coffee has designed packaging to match the appearance of the standard Kahlúa bottle. The flavors include Kahlúa Original, Kahlúa French Vanilla, and Kahlúa Hazelnut.

Brand Central

Brand Central has been named as the new licensing agent for the Dr Pepper Snapple Group family of brands. Any new licensing deals for any of the brands under the Dr Pepper Snapple Group will be made with Brand Central as an agent.

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LEGENDS LIVE FOREVER IN LICENSING

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by Laurie Leahey

hen Mark Roesler, chairman/CEO/founder of CMG relevant today, who appeal to a broad demographic range, and who were Worldwide, began licensing deceased celebrities in 1981, he beloved by fans then and are still loved just as much today. says that most companies had already been using the likenesses of celebrities without permission. Companies that hadn’t been YOUNG AND OLD Grandpa likes Marilyn Monroe. But so do his grandkids. No matter unofficially licensing deceased stars had no interest in the business because the celebrities were no longer around. However, the business of how different or similar the reasons are for liking them, certain celebrideceased celebrities has boomed over the years, with Forbes publishing ties are able to attract fans from a diverse audience, including fans that an annual Top-Earning Dead Celebrities list (the 2009 list was not avail- weren’t even born during a deceased celebrity’s heyday. But how do the able as of press time) and 60 Minutes running a segment on deceased grandkids and the rest of the younger generation know about Monroe? They Google her. “The internet and the free flow of celebrity licensing in September. And with the recent information today allows one to find out all the informainflux of Beatles-licensed merchandise hitting store tion they want on Marilyn Monroe just as if she were shelves (although not all are deceased), as well as an alive,” Roesler says. Whether searching for information, array of Michael Jackson paraphernalia, consumers keep watching video clips, Tweeting one’s love for a celebrisending the message that if their favorite celebrity is on ty, joining a Facebook fan page, or listening to a celebria product, they will buy that product. ty’s music, the online dissemination of information helps “It’s the comfort food syndrome,” says David widen the fan base of a deceased celebrity and create Reeder, vice-president of GreenLight Rights. Fans new licensing opportunities. may have enjoyed the celebrity in a movie or liked the Love for a deceased celebrity can also be passed celebrity’s music. “You may have gone on a first date down from generation to generation. A father plays at 16 to a Steve McQueen movie, so having Steve on The Beatles albums for his son who then plays them a T-shirt or some product may evoke those memories The cool look of Steve McQueen is for his son and so on. “The songs and the music are for you again,” Reeder says. Fans “do this with living translated into apparel, including watches by TAG Heuer. timeless and they resonate with every generation that celebrities, but the iconic [deceased celebrities] have listens to music,” says Michael Krassner, executive had the chance to marinate in the public conscious for a number of years and they tend to be more meaningful because they vice-president, licensing, LiveNation Merchandise. The Beatles withstood the test of time and people make an association with them.” licensing program is having quite a year, making a fitting tribute to This is good news for retailers that, in today’s economy, are looking the memories of George Harrison and John Lennon. This year the to stock their shelves with well-known brands that will sell. Gary Saal, entire Beatles catalog was digitally remastered and re-released and co-owner and director of licensing, Legends Licensing, says that licens- MTV Games and Harmonix debuted The Beatles: Rock Band. Next ing a celebrity such as Marilyn Monroe makes it easier to be successful year would have been Lennon’s 70th birthday and his licensing proin today’s economy. “[Retailers] are going to come back [to her] because gram will receive a big push in the form of record rereleases of his they know she sells,” he says. Deceased celebrities sell products because post-Beatles music, and a variety of new licensed product. Humor, like music, can appeal to many demographics, as in the case they are iconic, globally recognized, and timeless. You say their name and people know who you’re talking about. Therefore, a prerequisite for a of The Three Stooges. “It was funny then, it’s funny now, and it’s going successful deceased celebrity licensing program is not simply that the to be very funny tomorrow,” says Eric Lamond, director of marketing, C3 celebrity is dead. The successful programs focus on celebrities who were Entertainment. “The recognition, the longevity, the quality of their work, the A-listers of their time, who delivered powerful messages that are still and the hilarity of the imagery helps quite a bit when you’re talking about

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putting it on product.” For this reason, C3 Entertainment sees no reason to limit itself on what it licenses for The Three Stooges. Everything from watches to back-to-school products works because of the brand’s broad appeal.

FINDING WHAT WORKS

Other licensing agents find that some categories aren’t a good fit for their clients. “In licensing a deceased celebrity, the most important concern is to maintain the celebrity’s legacy,” says Michelle Minieri, president, Bradford Licensing. This means that some licensors stay away from licensing a celebrity to alcohol brands, for instance. Having a focused outlook keeps Hilco Consumer Capital from licensing Bob Marley for the wrong product, says Paul Cohen, vice-president of Hilco Consumer Capital. “Our commitment is to really stay true to Bob’s message and what he stood for.” Even if a licensor has found the perfect product category, it must also make sure it is working with the right licensees. Michael Hermann, director of licensing at The Andy Warhol Foundation, says that licensees must understand Warhol in order to “create products that reflect his maverick approach to art making, his ability to present the familiar from unusual perspectives, and his sophisticated sense of design.” Without this knowledge, a product will not accurately reflect the celebrity and can hurt the brand in the long-term. Elvis Presley Enterprises seeks out companies that are willing to do their homework on the leg-

Bradford Licensing extended its deal with H&M for Marilyn Monroe apparel.

endary singer. “Teamwork and an understanding of Elvis is critical to a successful product and to help us continue building the brand,” says Carol Butler, vicepresident of worldwide licensing, Elvis Presley Enterprises. Building a brand doesn’t just involve licensors and licensees. Because a deceased celebrity can no longer speak for themselves, their estates act on their behalves. “A lot of times the estates will have specific things that they will or won’t do,” says GreenLight’s Reeder. “You’re dealing largely with family members who knew this person very well and really want to be respectful of how exposed and in what categories they choose to do licensing deals.” Staying true to the celebrity’s personality or message by creating licensed product that makes sense doesn’t just respect the celebrity’s memory. It also gives consumers a quality product that helps them bring home a small piece of their favorite celebrity. Ernest Hemingway “lived large when he was alive and people today would love to do what he did then,” says Marla A. Metzner, CEO/owner of Fashion Licensing of America. The Hemingway licensing program “is a way for them to be part of the dream—to wear, live with, or have a piece of the brand.” It’s especially important for fans to have a piece of the brand when their beloved icon dies suddenly. When Michael Jackson passed away in July, unofficial product cropped up everywhere to soothe the masses. Bravado, the exclusive merchandiser for Jackson’s “This Is It!” tour, now owns the global rights to exclusively create, market, and distribute Michael Jackson-

related products. While the first batch of product is based on “This Is It!,” Bravado is looking to create a long-term Jackson program. If the sold-out showings of Michael Jackson: This Is It during its limited engagement at movie theaters around the world are any indication, Bravado shouldn’t have a hard time creating a long-lasting program. The emotional attachment and grief of Jackson’s fans presents a need in the marketplace for product that will help The King of Pop live on for his fans.

THE LEGACY GOES ON

In some cases, it’s easier to license someone who is no longer living. Sure, they can’t give interviews or do photo shoots. (Although, according to CMG’s Roesler, there are ways around this thanks to today’s technology. See the Armstrong laminate flooring ads featuring Lucille Ball and James Dean for an example of photo manipulation or the video watchmaker TAG Heuer did placing Formula One driver Lewis Hamilton into a scene from Le Mans with Steve McQueen.) But at least licensors and licensees don’t have to worry about their client busting a paparazzi’s car window with an umbrella. There is an element of safety when aligning oneself with a deceased celebrity. And not only safety, but also brand awareness. Elvis Presley and Marilyn Monroe are not new names in the marketplace. They are timeless celebrities and triedand-true brands. Fans seek out licensed product of their favorite stars of the past as a way to showcase their adoration, relive the memories, and keep the stars alive.

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DECEASED CELEBRITIES

by Laurie Leahey

When fans lose a beloved celebrity, they look for ways to reconnect with that celebrity and associated memories. Enter deceased celebrity licensing, which keeps alive the memory and spirit of the stars without detracting from a star’s legacy. Below are a few licensed products for a variety of past celebrities.

GREENLIGHT RIGHTS

GreenLight Rights recently did a deal with TAG Heuer for a line of Steve McQueen-inspired watches and the use of McQueen’s likeness in advertising (shown). Dolce & Gabbana produced Steve McQueen-inspired apparel, playing on the impact McQueen had on the world of fashion.

ELVIS PRESLEY ENTERPRISES

Elvis: A Tribute to the King of Rock ‘N’ Roll from Whitman Publishing is a 144-page “scrapbook” that makes use of replicas, such as Presley’s birth certificate, concert and movie posters, event tickets, and even a menu from one of his gigs in Las Vegas.

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CMG WORLDWIDE

Fashion brand Dolce & Gabbana put Marilyn Monroe’s face on dresses for its fall/winter ’09 collection. A Marilyn dress was worn by Lindsay Lohan on the cover of Spanish Vogue.

C3 ENTERTAINMENT

C3 Entertainment licenses The Three Stooges in a variety of product categories. Recent deals include wristwatches and clocks from Hot Rod Watches, back-toschool merchandise and calendars from Leap Year Publishing, Monopoly and Trivial Pursuit games from USAopoly, and T-shirts from Top Heavy Clothing (shown).


BRADFORD LICENSING

Bradford Licensing is the licensing agent for Shaw Family Archives, which owns photos of Marilyn Monroe taken by photographer Sam Shaw. Bradford and retailer H&M renewed their licensing contract for another two seasons. H&M has been utilizing Shaw images for a line of casual tank tops (shown). Bradford recently signed IN Gear to develop a line of high-quality swimsuits reminiscent of Monroe in the Shaw photographs. The collection will feature classic lines, a retro feel, and feminine cuts. M&A Imports is on board to manufacture and distribute sundresses based on Shaw’s Monroe park sequence with Arthur Miller. A full range of natural, feminine dresses will hit retailers next year.

LEGENDS LICENSING

Legends Licensing, which licenses several photographers’ collections of Marilyn Monroe pictures, is in discussions with a variety of licensees for apparel, cosmetics, fragrances, and a highend jewelry line. The jewelry is expected to hit stores early next year, but Legends was unable to disclose the name of the licensee at press time. Meanwhile, the company continues its deal with Nova Wines for Monroe-themed wine and has put peel-away labels on the bottles of The Velvet Collection Cabernet Sauvignon 2007 (shown). Gold glitter on the labels covers up certain parts of the nude Monroe.

HILCO

Hilco Consumer Capital is developing a footwear deal for Bob Marley, as well as deals around organic beverages and headphones. The company recently signed on, and will announce shortly, a major winter sports co-branding deal.

THE ANDY WARHOL FOUNDATION

The Andy Warhol Foundation works with a variety of licensees to bring Warhol’s art and personality to branded products. Among the licensees are Bruce McGaw Graphics, which is the print/poster publisher for The Andy Warhol Foundation. The company recently began offering its images framed (shown). Diane von Furstenberg released a line of women’s swimwear, including swimsuits, sundresses, kaftans, beach dresses, scarves, beach bags, towels, hats, shorts, tank tops, and beach cover-ups. The collection features Warhol’s prints.

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Back to School Gives Properties Momentum Going into the Holiday Season

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by Chris Adams

he days of thinking of the back-to-school category as a window where strictly school-related supplies are bought are fading. In today’s market, retailers, manufacturers, and licensees look at this timeframe more as a part of an overall marketing continuum rather than as a segregated season. While the holiday sales window is the be-all and end-all of selling seasons, markers throughout the year help keep a property’s momentum going. Combine the parent-friendly feelings toward school and education with the concept that, much like the holiday sales season, each school year is a milestone occasion in the life of a child, and licensors and licensees have a very powerful opportunity to foster a relationship with its consumer base. The momentum created from this can help carry a property into the holiday season. Licensors are paying increasing attention to the opportunity created by the back-to-school part of the overall selling continuum. By broadening the scope of what type of products are considered under the back-to-school umbrella, the potential impressions for a property are greatly increased. “We’re looking at back to school this year as being broader than just traditional back-to-school items,” says Paul Gitter, president of consumer products at Marvel. “Traditionally back to school begins in the May timeframe and it includes everything from lunch kits to stationery to backpacks. But, looking at it more broadly, kids also shop for apparel, underwear, pajamas, etc.” Marvel is also using the back-to-school season as an opportunity to drive art and activity categories. The licensor recently signed two deals for licensed art and activity items: one with Crayola and one with Elmer’s—two of the most staple brands in the back-to-school window. While Crayola’s crayons and markers have made it a stalwart brand in the back-to-school cycle, licensing the brand out in other back-to-school categories has helped grow the brand’s presence. “In addition to the standard school supplies and stationery items that kids need to begin a school year, Crayola-

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Marvel Spider Sense Spider-Man Blendy Pens, by Elmer’s

licensed products encompass products that reach beyond the classroom” says Diane Baldovsky, manager, global licensing at Crayola. The lineup includes sandwich and drink containers by Aronson, vitamin-enhanced water by Advanced H2O, and computer accessories and digital cameras by Sakar. Baldovsky says to expect additional licensees for 2010, including a licensee in children’s activity furniture, but it is too early to announce specifics at this point.

When, Where, & How

When taking a look at back to school 2009, the economy acts as a filter through which everything must be viewed. Its influence was omnipresent. It affected when, where, and how consumers made their back-to-school purchases. “Back to school started later this year,” says Marvel’s Gitter. “Labor Day was late and the economic downturn forced consumers to


through pure Darwinism, even in this economy, are taking market share.” Testa cites Walmart, Target, Kohl’s, and Best Buy as particularly strong performers.

Effects of Uncertainty

Crayola Art Studio, by Core Learning

wait later in order to seek out promotions. People were looking for products without bells and whistles at opening price points.” The economy also played a large role in where consumers looked for back-to-school products. According to the “August Sales: How Retailers Fared” report by The Wall Street Journal, Old Navy and JCPenney benefited from the value-mindedness of consumers. And, according to an August National Retail Federation’s “Back to School Consumer Intentions and Actions Survey,” conducted by BIGresearch, six out of 10 American families who had back-to-school shopping left to do planned on shopping at a discount store, nearly half will visit department stores, and nearly a third will seek out clothing retailers. “Those retailers that were aggressive in pricing did the best and those that are the strongest in regard to their financial positions did well,” says Dr. Scott Testa, professor of business administration at Cabrini College. “These retailers are being the most aggressive because they can be. These are companies that

Looking at the 2008 back-to-school selling season, it provided clues as to how the 2008 holiday season would unfold. As with the 2009 back-to-school season, consumers shopped late, searched out value, and focused more on “need” items rather than “want” items. “When you have slow economic times, people hold off purchases as late as possible,” says Testa. “There isn’t a big sense of urgency to buy things spontaneously and there is a more methodical purchase pattern.” It seems that this selling pattern is part-and-parcel for all of the major selling cycles throughout the year. However, recent reports of improving economic indicators could help give consumers more confidence entering the holiday season. Of course, the uncertainty of the economy could also give consumers pause, regardless of any positive news coming out of Wall Street. “This year was particularly volatile with forecasts changing from month to month and quarter to quarter,” says Leslye Schaeffer, senior vice-president of marketing and consumer products at Scholastic Media. “While it looks as though there is growing confidence in the market, we remain conservative in our forecasts. Even if the economy fully recovers, the consumers’ psyche may not.” Regardless of consumers’ psyche and the economy, back to school 2008 and 2009 and holiday 2008 have shown that aggressive pricing and retail strategies were what fostered success. Retailers must keep this in mind as holiday 2009 approaches, and manufacturers have to stay focused on offering retailers and consumers products at a variety of price points—especially products without bells and whistles that are strong opening price point items. By focusing on these basic concepts, it is a position for success regardless of the selling occasion—whether talking about back to school, holiday, spring/summer, or Halloween. These occasions occur every year and consumers will buy into them, if the product and price is right for their needs at each given opportunity.

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Back to School by Chris Adams

Licensors are viewing the back-to-school season as an opportunity to make additional impressions with their target demographics. A successful back-to-school season can offer a property momentum going into the holiday season. Below is a sampling of the latest licensed back-to-school offerings.

Crayola

Key licensees for the Crayola brand include Core Learning (for art design and computer software), Colorbok (stationery and scrapbook supplies, which is pictured), Aronson (sandwich and drink containers), Advanced H2O (vitaminenhanced water), and Sakar International (computer accessories and digital cameras). Expect new licensees for 2010, including a licensee in children’s activity furniture. However, it is too soon to announce details on these new licensees.

Disney Consumer Products

For younger kids, during the back-to-school window, Disney focused on apparel, school supplies, and nutritious lunch items featuring core Disney franchises including Mickey Mouse, Princess, and Fairies, and Disney/Pixar’s Toy Story and Cars. Shown is Disney Princess denim apparel.

Marvel

Marvel recently signed two deals—one with Elmer’s and one with Crayola—under its back-to-school umbrella. The Elmer’s deal grants the manufacturer rights to produce arts and activity products featuring Marvel’s superheroes. In addition, FAB offers a range of backpacks featuring Marvel properties. The Hyper Optics 3-D Backpack with Light-up Technology (shown) features motion-activated lights with animated flashing patterns.

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HIT Entertainment

HIT recently signed on Global Design Concepts as its backpack and lunch bag licensee for the Thomas & Friends property. The line includes lunch bags, a Thomas die-cut cooler, a 16-inch backpack with sound and diamond dust, a 16inch rolling backpack with motion light, a 12-inch mini backpack with puffed details, and a backpack with a detachable backpack.

Sanrio

Back-to-school licensees for Hello Kitty, which is celebrating its 35th anniversary this year, include Loungefly (lunchbox, which is shown), Nakajima (backpack), FAB (messenger bag), and Asics (sneakers).

The Beanstalk Group

The licensee for Ford Mustang back-to-school products, Innovative Designs, offers a full range of items including notebooks, folders, pencils, and pencil cases.

Kooky Klickers

Courage Brands has signed a range of licensing deals for its Kooky Klickers novelty pens. Properties include Nickelodeon’s SpongeBob SquarePants (shown), Patrick, Sandy, and Plankton; a range of Disney properties; and a line of Major League Baseball-licensed Kooky Klickers.

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RHINO ENTERTAINMENT AND FRANK SINATRA ENTERPRISES

KAITLYN CURRAN, LICENSING COORDINATOR

Rhino Entertainment and Frank Sinatra Enterprises hired Kaitlyn Curran as its licensing coordinator. Curran will coordinate the licensing business to maintain the consistency of product and brand integrity. Working closely with Sara Nemerov, SVP, consumer products and brand licensing, she will assist in product development, market research, design and development of presentations and other visuals, licensee coordination, and marketing. Curran will be responsible for coordinating domestic and international licensees, and guiding strategic marketing and growth. She will also assist in the expansion of the Sinatra brand into additional categories of business. Previously, Curran assisted Warner Music Group’s legal team.

THE TRUMP CORPORATION

EVELYN CHOI, DIRECTOR OF GLOBAL LICENSING

The Trump Corporation appointed Evelyn Choi to director of global licensing. In her new position, Choi will be responsible for managing the Trump Home brand of furniture, mattresses, lighting, and room décor, in addition to identifying and securing new licensing opportunities for the Trump global brand. Prior to joining Trump, Choi spent more than six years at Vera Wang where she was senior manager of licensing and new business development, managing relationships such as Serta International for mattresses, William Arthur, Inc., for fine paper, and FTD.com for flowers, among others.

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BIG TENT ENTERTAINMENT

AMY JARASHOW, DIRECTOR OF BRAND DEVELOPMENT

Big Tent Entertainment appointed Amy Jarashow as director of brand development. In her new role, Jarashow will help maximize all of Big Tent Entertainment’s brands in licensee sales and at retail, including Domo, Discovery Kids, and the Telemundo brand. She comes to Big Tent Entertainment from the digital hangtag company eTAGZ, where she served as vice-president of strategic partnerships. Prior to eTAGZ, Jarashow held leadership roles at Random House and Golden Books, specifically in the areas of licensed publishing, retail marketing, and sales.

BRANDS UNLIMITED INTERNATIONAL LLC NEW APPOINTMENTS

Brands Unlimited International LLC has assembled a team of consumer electronics, licensing, and branding experts to lead the company’s expansion. William Lane, former chairman and CEO of Emerson Radio, has been appointed to the position of president of Brands Unlimited. He will oversee the newly appointed executive team. Jonathan Lane is the chairman of Brands Unlimited and CEO of Electrosound, a sister company of Brands Unlimited. Spearheading Brands Unlimited’s connection with retailers and consumers is Rich Rahmlow, executive vice-president. Rahmlow most recently served as vice-president and managing partner for Polyconcept USA. Directing the company’s sales team is Jeff Colasante, vice-president of sales. Prior to joining Brands Unlimited, Colasante was a senior vice-president of Swimwear Anywhere, Inc. In addition to its newly expanded U.S.-based team, Brands Unlimited appointed Jim Ha as director of overseas operations to manage the company’s Asian business from its offices in China. Before joining Brands Unlimited, he served as a consultant to the company.


SONY PICTURES ENTERTAINMENT

TWENTIETH CENTURY FOX

EMERSON & MARICK, APPOINTMENTS

Twentieth Century Fox Licensing & Merchandising appointed Andre Emerson to vice-president of video game production. In this newly created position, Emerson will oversee the production of Fox’s portfolio of video game projects based on its TV and film library. Prior to joining Fox Licensing, Emerson served as president and CEO of Bad Butterz Productions, an independent video game consulting Andre Emerson firm represented by Creative Artists Agency. Emerson also served as vice-president/executive producer at Vivendi Games and is the creator of Dead to Rights. Twentieth Century Fox Television named Robert Marick as executive vicepresident, licensing and merchandising. Marick will oversee the worldwide licensing of Fox’s portfolio of film and television properties across platforms such as interactive gaming, themed entertainment, television promotions, literary publishing, and a wide array of consumer product categories. Marick Robert Marick comes to the studio from the Walt Disney Company, where he spent more than a decade in the consumer products, music group and home entertainment divisions. Prior to his work at Disney, Marick served as vice-president, sales & marketing at Time Warner’s WEA Corp. Earlier in his career, he also held marketing positions at Mattel Toys.

RANDY NELLIS, VICE-PRESIDENT, CREATIVE, CONSUMER MARKETING

Sony Pictures Entertainment named Randy Nellis as vicepresident, creative, consumer marketing. Nellis will oversee creative development for global licensing and promotional programs across the studio’s slate of properties, including such films as Cloudy with a Chance of Meatballs, The Smurfs, and Spider-Man 4. Most recently, Nellis served as vice-president, creative at MGM Studios consumer products group, helming the rebrand of properties such as The Pink Panther and Rocky. Prior to that, he helped build the consumer products division at DreamWorks SKG and managed such franchises as Jurassic Park, Men in Black, and E.T. The Extra-Terrestrial.

STARZ MEDIA

ALECIA DIXON, VICE-PRESIDENT, DOMESTIC TV SALES

Starz Media tapped Alecia Dixon to spearhead its domestic television expansion as vice-president of domestic TV sales. Her hiring follows the addition of feature titles from Starz’s Overture Films and Anchor Bay Entertainment, as well as original series from Starz Entertainment, to a growing slate of Starz Media programming. Among the Overture Films titles Dixon will bring to the domestic TV market are the soon-to-be-released Law Abiding Citizen and second windows for Mad Money and Nothing Like the Holidays. Dixon will also seek all post-pay TV licensing opportunities in the U.S. for Starz Media’s original content. Previously, Dixon was senior vicepresident of international pay television and digital media at MGM.

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D ECEMBER

7–10

International Halloween Show

7–10

International CES

11–14

Hong Kong Toys & Games Fair

hiaonline.com

JANUARY

11–13

25–28

cesweb.org

Halloween Building

New York City

Las Vegas Convention Center

Las Vegas

Hong Kong International Licensing Show

hklicensingshow.hktd.com

Hong Kong Convention & Exhibition Centre Wanchai, Hong Kong

NATPE

natpe.org

Mandalay Bay Convention Center

Las Vegas

FEBRUARY

hktoyfair.com

Hong Kong Convention & Exhibition Centre Wanchai, Hong Kong

10–12

KidScreen Summit

kidscreensummit.com

New York Hilton Hotel

New York City

26–3/1

Halloween Costume & Party Show

hcpshow.com

Donald E. Stephens Convention Center

Rosemont, IL

14–17

American International Toy Fair

MARCH

8–9

toyassociation.org

Jacob Javits Convention Center

New York City

Brand Licensing Central & Eastern Europe

brandlicensing.eu

VAM Design Center

Budapest, Hungary

17–19

Hawaii Merchandise Marketing Expo

douglastradeshows.com

Exhibition Hall, Blaisdell Center

Honolulu, HI

5–7

ToyCon

toyassociation.org

Hyatt Regency Scottsdale Resort & Spa

16–19

National Stationery Show

nationalstationeryshow.com

Jacob Javits Convention Center

23-25

A PRIL MAY

16–18

Bologna Children’s Book Fair

SURTEX

bolognachildrensbookfair.com

surtex.com

Bologna Fair Centre

Jacob Javits Convention Center

Licensing Show 2010

June 8–10 Mandalay Bay Resort, Las Vegas

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Bologna, Italy

Scottsdale, AZ

New York City New York City


by Christopher Byrne

POSTED

BELOW IS A SAMPLING OF WHAT

BEST-SELLING MANGA, OCTOBER 23, 2009

A MERICAN

Source: Barnes & Noble 1. Dark-Hunters, Volume 1 2. Naruto, Volume 46 3. Fruits Basket, Volume 23 4. Dark Hunger, Dark Series No. 14 5. Maximum Ride, Volume 2 6. Naruto, Volume 45 7. Vampire Knight, Volume 7 8. Vampire Kisses: Blood Relatives, Volume 3 9. Maximum Ride, Volume 1 10. Bleach, Volume 28

TOP-SELLING COSTUMES BY CHARACTER/PROPERTY, WEEK OF OCTOBER 19, 2009

Source: Toysrus.com 1. Terminator Salvation 2. Superman Returns 3. Hannah Montana 4. Transformers 2 Revenge of the Fallen: Bumblebee 5. Transformers 2 Revenge of the Fallen: Optimus Prime 6. Ni Hao, Kai-Lan 7. Indiana Jones 8. Nintendo Mario 9. G.I. JOE Storm Shadow 10. Dora The Explorer 11. Power Rangers Red Ranger 12. Disney Princess 13. Star Wars 14. Power Rangers Blue Ranger 15. Star Trek Spock

TOP-GROSSING APPS, WEEK OF OCTOBER 19, 2009 Source: iTunes 1. Rock Band—Electronic Arts 2. Red Laser—Occipital 3. Mobile Navigator North America—Navigation AG 4. Bejeweled 2—PopCap Games

CONSUMERS ARE INTERESTED IN THIS MONTH .

5. 6. 7. 8. 9. 10.

Madden NFL 10 by EA Sports—Electronic Arts Need for Speed Undercover—Electronic Arts Tetris—Electronic Arts Tap Tap Revenge 3—Tapulous I Am T-Pain—Smule Scrabble—Electronic Arts

TOP-SELLING U.S. CARS, SEPTEMBER 2009 Source: AOL Autos 1. Ford F-150 2. Toyota Camry/Solara 3. Honda Accord 4. Toyota Corolla/Matrix 5. Chevy Silverado 6. Honda Civic 7. Honda CR-V 8. Dodge Ram 9. Chevy Impala 10. Nissan Altima 11. Toyota Prius 12. Ford Fusion 13. Chevy Malibu 14. Toyota RAV4 15. Volkswagen Jetta

TOP CABLE SHOWS, WEEK OF OCTOBER 16, 2009

Source: TV by the Numbers 1. NFL Regular Season Jets vs. Dolphins—ESPN 2. MLB NLCS Phillies vs. Dodgers Game 1—TBSC 3. Hannah Montana—Disney 4. MLB Division Series Phillies vs. Rockies Game 4—TBSC 5. MLB NLCS Dodgers vs. Phillies Game 3—TBSC 6. NCIS—USA 7. WWE Raw Monday at 9 P.M.—USA 8. WWE Raw Monday at 10 P.M.—USA 9. iCarly—Nickelodeon 10. The Suite Life on Deck—Disney

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