Real Deal

Brand Central Signs Beef ‘O’ Brady’s

Beef ‘O’ Brady’s, a leading franchisor of family sports pubs in the United States, has selected Brand Central as its agency of record. Beef ‘O’ Brady’s is the newest edition to Brand Central’s food and beverage division, which already includes brands such as Kellogg’s, Keebler, Dr Pepper Snapple Group, Baja Fresh, and several other national brands.

Brand Central will extend the Beef ’O’ Brady’s brand into retail categories through strategic licensing partnerships with a range of meals for families and sports fans. Products will range from Beef ‘O’ Brady’s frozen meals, tailgate food, and sauces.

“In the current economic climate consumers are seeking great restaurant quality food at an affordable price at home. From high-quality frozen wings to iconic appetizers, Beef ‘O’ Brady’s will be a great brand for top consumer packaged goods manufacturers to develop a full line of food to bring to retail. We are thrilled to have this great brand in our restaurant portfolio,” said Ross Misher, CEO of Brand Central.

IMC and TerraCycle

IMC Licensing announced that it has entered into a representation agreement with TerraCycle. The company provides free collection programs for non-recyclable and difficult-to-recycle materials and then turns the waste into affordable, eco-friendly products.

TerraCycle products are available at major retailers such as Wal-Mart and Target as well as online. IMC Licensing will represent TerraCycle partners’ pre- and post-consumer packaging waste that is ready to be upcycled into new products. The packaging waste will be available to licensees to create new consumer products such as bags, gifts, toys, and a variety of school, home, office, garden, and pet supplies.

In addition, IMC Licensing will license the TerraCycle brand as an authentic green brand for use on other products made from environmentally friendly recycled materials. Licensees can buy the recycled material from TerraCycle in the form of pellets, shreds, sheets, and more or source from a verified supplier of recycled materials. Potential licensing categories include back-to-school supplies, toys, housewares, pet accessories, fashion accessories, and home improvement products.

Care Bears in Uniqlo

American Greetings Properties, the intellectual property and outbound licensing division of American Greetings Corp., and Japanese licensing agent MindWorks Entertainment announced a direct-to-retail apparel deal with retailer Uniqlo to expand the offerings of Care Bears products. The deal will bring women’s and children’s classic Care Bears T-shirts to more than 800 stores in Japan, in addition to 150 more worldwide.

This deal brings these new Care Bears apparel items to Japan, China, Hong Kong, Korea, the U.S., UK, France, Russia, Taiwan, Malaysia, Macau, and Singapore starting in April. AGP and Mindworks have now secured more than 20 licensees in Japan, covering many key categories.

Bob the Builder as an Amusement Attraction

Mega Funworks, Inc., (dba SplashDown Beach Waterpark) and HIT Entertainment have entered into an agreement to develop the first permanent Bob the Builder amusement attraction in North America. Splash Works, Bob’s new attraction at SplashDown Beach in Fishkill, N.Y., will be open for the 2011 season with a grand opening on May 28 during Memorial Day weekend.

Splash Works, a 1,600 square foot Bob the Builder themed spray-and-play area, is geared towards children ages 1–5, and contains more than 50 interactive features. In addition, there will be daily meet-and-greets with Bob the Builder.

Rain Drop Products, based in Ashland, Ohio, will be the primary water feature equipment vendor for Splash Works. The company will provide Splash Works’ main structure pieces and in-ground spray equipment.