Real Deal

TLC Forms Partnership with BAC

The Licensing Company (TLC) and Brand Asset Consulting (BAC) announced a strategic partnership to provide insight into brand extension opportunities and implementation through licensing. The partnership brings together leaders in corporate trademark licensing and consumer brand research to provide a new level of service to clients.

“We are delighted to be working with BAC—their expertise in understanding consumer perceptions of brands provides TLC and our clients with a new layer of understanding of brand extension opportunities and licensing programs. This level of detail is often sought by our clients but rarely delivered with the level of insight that BAC is able to provide,” said Peter Hasler, director of strategy at TLC, in statement.

TLC works with brands such as Coca-Cola, Mercedes-Benz, Jeep, Jim Beam, Air Wick, and Welch’s. BAC, which is part of Young & Rubicam Brands, helps business executives, investors, and marketers assess and drive the strategic direction and intangible value of brands. BAC has created proprietary models and metrics using the world’s most comprehensive database of brands. Its BrandAsset Valuator model has measured brands since 1993 and today more than 35,000 brands have been evaluated among over 600,000 respondents in over 50 countries.

Cartoon Network Deals

Cartoon Network Enterprises announced a partnership with Random House Children’s Books to create a full line of books based on the series, Generator Rex. The deal between the two companies builds on a long-standing partnership with Random House, Inc., that includes other popular Cartoon Network brands including Ben 10 and Bakugan (Del Ray Manga).

In addition, Cartoon Network Enterprises announced the extension of its exclusive, longterm partnership with Hallmark Cards, Inc. Hallmark will continue to produce a wide range of everyday and seasonal social expression products including greeting cards and party supply items based on Cartoon Network’s portfolio of brands.

Fresh Enterprises Signs Brand Central

Fresh Enterprises LLC, a franchisor of Mexican casual restaurants in the United States, has selected Brand Central LLC as its agency of record to extend its brands into licensing. In addition to Baja Fresh, Brand Central will also represent Fresh Enterprises family of brands including the Mexican restaurant chain La Salsa. Baja Fresh is the first client in Brand Central’s new restaurant division, which will be comprised of restaurant brands across key food categories. Brand Central says it expects to make additional client announcements in the coming weeks.

Brand Central will be responsible for extending the authenticity of the Baja Fresh restaurant into new product categories through licensing partnerships ranging from fresh refrigerated food offerings to salsas and condiments.

Do You Want to Make Cookies Like Martha? There’s an App for That

Martha Stewart Living Omnimedia (MSLO) and Callaway Digital Arts announced the launch of the Martha Stewart Makes Cookies app on the App Store for $7.99. Designed for the iPad, it provides home bakers with all the inspiration, information, tools, and functionality they need, right at their fingertips, including more than 50 recipes, shopping lists, “how-to” videos, timers, and techniques. This is the first of several apps that MSLO and Callaway say they are developing together.

The app is expected to be updated with 50 additional recipes in January, just in time for Valentine’s Day.