Smaller Players, Bigger Opportunities

Diane Dragus Zets thinks there's a big opportunity in the licensing world for small niche players, and she, along with her partner Joan Grasso, have developed BrandInk Group to bring those properties to the market.

The company, created last year, introduces talented artists and their creative properties to the world of consumer products. They represent a broad collection of artists, from experienced masters to emerging talent, and are continuously discovering and partnering with new creative voices.

"When the Ed Hardy program art really took off, I realized there were opportunities for artists, and I wanted to help those artists find licensing opportunities for their work," said Zets, who serves as the creative director for BrandInk. She teamed up with Grasso, who has worked at Mattel, Nickelodeon and, most recently, with American Greeting Properties, where the two met.

The company has partnered with Loter, the Los Angeles-based creative design entertainment company headed by former Disney creative directors, on its GGBG (Good Girl, Bad Girl) property. "People easily connect with the GGBG property, and that's a plus since the industry is really risk-adverse right now," Zets said.

BrandInk also represents Denver-based artist Paul Moschell whose edgy, colorful art could be a hot property. "His art is unique—there's nothing like it out there in the licensing community," said Zets.

Apparel manufacturer Mighty Fine has tapped Moschell's designs for a T-shirt line that's currently being sold in select Hot Topic stores and online. BrandInk is looking for additional licensees in publishing, stationery and accessories for the property, as well as licensees for GGBG.