Framed art company Cottage Garden Collections launched a licensing arm last year dubbed Grace Licensing, which has attracted some interesting artists.
"With our company being built on retail and manufacturing, I think we as an agency offer some unique perspectives," says Mark Timm, president of Grace, former USA Today marketing manager, and husband of entrepreneur/retailer/frame manufacturer Angela Timm. Marketing the artists via TV (such as QVC programs) and building and maintaining fan mail lists are other focal points for the agency, according to Mark Timm.
The Flip Side
While corporate brands are jumping into the art merchandising field, Art Impressions, Canoga Park, CA, has hired a former Warner Bros. Consumer Products executive to join its art licensing team.
Gwilym McGrew, the new president of Art Impressions, promises only to bring a new perspective to the agency, and not "radically change" the direction of Art Impressions.
"The way Art Impression manages its licenses is not formulaic -- here programs can be developed and tailored to fit individual retailers' needs." McGrew says. "With a small organization, you can avoid getting into ruts and formulas. Cindy [Bailey, chief executive] has built quite a niche here."
One of McGrew's goals is to "remain selective with our brands and not become, as a merchant might say, over-assorted."
McGrew left his post as senior vice president of retail business development and product development at WBCP, a studio with $6 billion in retail sales of licensed goods, in August to go into business with his brother. He joined Art Impressions in March.
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