Manhattan Toy signed a license with Meredith Corp.’s Parents Magazine earlier this year. The toy co. is introducing a preschool-focused line for specialty retailers this holiday season. While a branded Parents line has been in the marketplace before, Manhattan Toy’s interpretation brings a fresh approach to imaginative play.
Video games become more successful with each passing year. Video game companies are currently working two ways. They are developing successful licensing programs based on their own intellectual properties. While, at the same time, video game companies are working with licensors to bring a brand’s experience to a home console. Patrick J. O’Brien and Lee Rawles take a few moments to talk about Electronic Arts’ (EA) success both as a licensee and a licensor in the world of video games.
Dr. Garry Cleveland Myers and his wife Caroline Clark Myers, were nearing retirement after accomplished careers in the education field when they created the children’s magazine, Highlights. The couple printed 20,000 copies of the first issue in 1946 but not all of them sold. By 1971, the paid circulation of Highlights was one million. The current circulation, according to the company, is two million. Even with that sustained level of success, Highlights knows this is an ever-changing marketplace. As a result the company has ventured into licensing, not only as an additional revenue stream, but to strengthen its brand for future generations.
While Jacqueline Blum, Source Interlink’s senior vice-president, business development, has been with the company for less than a year, she has a wealth of experience with its brands. In 2007, Source Interlink acquired the enthusiast media brands from Primedia Enterprises, where Blum served nearly seven years as president.
This past July, NASCAR announced the establishment of the NASCAR Teams Licensing Trust. It’s an industry-operated organization created to expand and develop the NASCAR licensing program. The Licensing Trust is composed of the organization’s sanctioning body and a number of NASCAR teams, including more than 30 NASCAR national series drivers. Blake Davidson, managing director of licensed products at NASCAR, discussed the establishment and goals of the Licensing Trust.
Parfumologie—once solely a fragrance distributor—is now dedicated to the development, manufacturing, packaging, marketing, and merchandising of unique fragrances. Fragrance is one the hottest areas of licensing in an otherwise down market. Parfumologie is venturing into licensed fragrances with The American Line, licensed through the U.S. military.
Bradford Licensing, a New Jersey-based global licensing agency, has inked a joint venture agreement with Franchise India Group to create Bradford License India. With India continuing to develop a fast-paced and aggressive economy, this collaboration will be focused on developing brand licensing in the Indian market by leveraging both companies’ strengths. Bradford Licensing’s president, Michelle Minieri, discusses building Bradford License India and the joint venture’s goals.
Kidz Bop, known most notably for its CDs for families, is on the cusp of celebrating its 10th anniversary. As the music landscape changes, the company is evolving. It’s expanding its reach through licensing, a website, a kid’s music talent search, and a back-to-school promotion with Macy’s.
The Boy Scouts of America celebrates its 100th anniversary this year. The organization has come a long way in licensing over the past 100 years, including the recent introduction of two new characters available for licensing.