Real Deal

ASPCA, European Home Design Partner for Pet Line

The ASPCA (The American Society for the Prevention of Cruelty to Animals) announced the addition of pet beds, throws, and pillows to its brand licensing program with its new licensee, European Home Design LLC. The ASPCA licensed pet beds, throws, and pillows will be available for this holiday season at department stores, mass market chains, warehouse clubs, and pet specialty chains.

Expanding on its current line, which launched in 2007, the ASPCA Collection now includes pet containment items, grooming products, pet parent jewelry, and a line of travel-safety items.

Marvel, DecoPac Partner for Pizza

Marvel Entertainment LLC has expanded its licensing agreement with DecoPac to launch a new line of edible images to be used on top of pizza. This new, expanded licensing agreement grants DecoPac the additional rights to produce and market edible images that can be used to decorate pizza. The first designs will feature classic Spider-Man, with upcoming product introductions featuring Marvel brands including Super Hero Squad, Marvel Heroes, Wolverine, and Marvel Studios’ Iron Man 2, Thor, and Captain America: The First Avenger feature films.

Product will be available beginning this November at grocery chains, price clubs, pizzerias (non-chain), party and craft stores, convenience stores, and other mass retailers.

FishBowl Offers User-Generated Content for Licensing

FishBowl Licensing, a division of FishBowl Worldwide Media, announced that it is the sole representative of the substantial clip library of Vin Di Bona Productions (VDBP). This library was previously handled by Hollywood Licensing LLC. FishBowl Worldwide Media was launched earlier this year by Vin Di Bona, who serves as chairman, with Bruce Gersh as president and CEO.

FishBowl makes available to the advertising and marketing community one of the largest collections of user-generated content in existence. Culled from nearly a million home video clips, the library offers footage for use across multiple platforms, including traditional applications as well as emerging new media.

Di Bona, creator and executive producer of America’s Funniest Home Videos, the longest-running primetime entertainment show on the ABC network says, “It’s always fun for me to see another take from other creative people on how to use our videos to promote their products. And now they are being used in ways I never dreamed possible when we started the archive. The options available in licensing today are truly amazing.”

Clips from the VDBP archive have been licensed for use by a variety of products and services including Purina, Activision, Blue Cross, SuddenLink Communications, Nationwide Insurance, Ubisoft Entertainment, Unilever, and Proctor & Gamble.

With its family-friendly themes and visual comedy, the universal appeal of the VDBP footage has no language barrier and has been used in marketing campaigns across the globe including France, Norway, Taiwan, and Korea, according to the company.