
"Gift is our strongest license and has been key for us for many years," notes Magsamen, who refers to her license with Department 56 as "the cornerstone of her business." The line, which launched two years ago, includes her signature "Messages from the Heart" plaques, as well as an assortment of winking Christmas trees, candles, message pillows, and seasonal items. Baby frames, photo albums, dish sets, framed art, and plaques are expected this month.
Several
In addition, a collection of wedding-themed tabletop will launch next month through a partnership with Lenox. Vases, candles, frames, bowls, and dishes will be part of the mix. Suggested retails will range from $25 to $100. Another exclusive launch is scheduled to debut in February '07 via an agreement with Hallmark. "I'm currently reviewing proposals for extensions within the nursery such as bedding, plush, and strollers," says Magsamen, who mentions home décor as another area of expansion.
Publishing, a category Magsamen credits for the early development of her brand, also continues to play a vital role. Next month, she will launch "Living Artfully: Create the Life You Imagine" (Simon & Schuster's Free Press) at bookstores nationwide.
Staying In Touch
Friends often ask how Magsamen's business manages to thrive in such a challenging marketplace. "I keep listening," answers Magsamen. "I'm always having a conversation with the retailer." In addition, the artist personally calls retailers to thank them for ordering the collection, and often writes a "Hot Flash" e-mail blast in which she shares an image, news, and a recent story about one of her customers or collectors. Magsamen also created a reorder system for busy retailers. "We send the retailer stickers to place behind each plaque, so when one sells out, the stickers serve as a reminder to reorder."
Frequent visits to retail shops and trade shows are imperative for Magsamen, who prefers to shop at retailers that represent an idea or lifestyle. Small independently owned boutiques, antique stores, and Anthropologie are among her favorite shopping destinations, as well as Williams-Sonoma and Barnes & Noble.
Launches are supported by ongoing public relations and marketing efforts, which include advertising and gift giving for celebrities. In addition, Magsamen hosts personal appearances and signings. A lot of press is expected to surround her cloth book series from LB Kids, an imprint of Little, Brown Books for Young Readers. "Baby Love" and "My Blanket" recently received the Platinum Book Award. A 21-city book tour is planned for "Living Artfully" this fall, as well as a national radio campaign and billboard advertising in New York City's Times Square.
Other recent accomplishments include a three-year contract with PBS for
Living Artfully with Sandra Magsamen,
an hour-long television program filled with ideas about creating, communicating, and connecting that is scheduled to air in December. Looking ahead, Maryland's YPR radio asked the author to write a few segments, which may be developed into an ongoing program. Her revamped Website, which is launching this month, will host a new Living Artfully section, an online store, and a blog section.
Magsamen also works with several nonprofit companies. She and Department 56 waived their royalty rates on a program to benefit the Give Kids The World Foundation for kids with cancer. Says Magsamen, "Giving of ourselves is the only way we can change the world, and in doing so, we change ourselves forever."
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