10 Brands to Succeed

The licensing deals just keep on being made, despite the cloud of economic woes worldwide that seems to dominate today's headlines. That's because most executives realize that the development of new business is c

April 6, 2018

4 Min Read

The licensing deals just keep on being made, despite the cloud of economic woes worldwide that seems to dominate today's headlines.

That's because most executives realize that the development of new business is critical to future success and, more important, they realize that brand extensions—especially those with a strong consumer reputation and franchise—historically have performed well at retail during recessionary periods. And retailers worldwide are searching for low-risk, turnkey merchandising programs to drive traffic—especially during economic crises.

Here's a list of recent brand licensing deals that reflect how several popular consumer brands and licensing agents are rethinking their strategies, new entries into licensing and the relaunching of iconic brands.

1. Dr Pepper Snapple Group (Brand Central). DPS, with more than 50 brands, last month signed with Los Angeles-based licensing agency Brand Central LLC. In addition to its flagship Dr Pepper and Snapple brands, the company's portfolio includes 7up Mott's, A&W, Hawaiian Punch, Canada Dry, Schweppes, Squirt, RC Cola, Diet Rite, Rose's, Yoo-hoo, Clamato and Mr & Mrs T. According to Ross Misher, president of Brand Central, the focus with DPS will be to extend its brands into new merchandise and food categories.

2. Jarden (Brand Central). The Outdoor Solutions and Branded Consumables segments of this niche consumer products company signed a licensing deal with Brand Central to expand globally its portfolio of brands in camping, fishing, team sports, winter sports and apparel that includes Coleman, Fenwick, Penn Rawlings and Shakespeare.

3. S.C. Johnson (IMC Licensing). The family-run consumer products company, producers of Glade, Pledge, Windex, Shout, Raid, Scrubbing Bubbles, OFF!, Mr. Muscle and Ziploc, last month signed with IMC Licensing to explore partnerships to grow the company's brand equities. IMC is exploring global partnerships and expects products to start hitting retail shelves in 2010.

4. Coca-Cola (Brand Licensing Team). Atlanta-based Brand Licensing Team is the new agency handling The Coca-Cola Company's licensing program in North America. Former Coca-Cola worldwide licensing and retail department executives Cindy Birdsong and John Shero will oversee the recently formed BLT agency, which plans to continue developing merchandise targeted to young adults, as well as products that re-brand its image in a modern way.

5. Sharper Image (Hilco Consumer Capital). The specialty products retailer, which filed for bankruptcy over a year ago, quickly emerged as a licensing company and has signed several deals including, most recently, housewares products with Emson.

6. Linens 'n Things (Hilco Consumer Capital). Hilco Consumer Capital, along with Gordon Brothers, acquired the rights to the popular home furnishings retailer's brand name along with other proprietary brands, including Luxe Versailles, Attitude, Super Set, Cook at Home and Hotel Living. Similar to The Sharper Image and Bombay brands, Linens 'N Things will be relaunched this spring and will focus on retail shop-in-shop, direct-to-retail licensing, wholesale licensing by category and geography, as well as e-commerce.

7. Bob Marley (Hilco Consumer Capital). The Bob Marley family last month appointed HCC to handle the legendary Jamaican musician's global licensing and retail programs. HCC will focus on Bob Marley's 65th anniversary in 2010, as well as brands that include One Love, Tuff Gong, Three Little Birds, Catch A Fire and Relics of Antiquity. It will expand accessories, apparel, footwear, food and beverages, collectibles, luggage, musical instruments, promotions/entertainment, stationery and paper goods, hospitality venues, video games and computer products.

8. HGTV (Beanstalk). The popular home and lifestyle network and brand, which is part of Scripps Networks (Food Network, DIY Network, Fine Living Network and Great American Country), recently named Beanstalk as its licensing agency to develop a collection of home and garden products.

9. Crazy Eddie (Magic Investments) Based on the former Northeast consumer electronics retailer that closed its stores in 1989, Magic Investments last month established the Crazy Eddie branding and licensing program. The venerable retail name, with the tag line "Our Prices are Insane," plans to re-establish the brand in various electronics categories, including MP3 players, batteries, ear buds, digital cameras, D.J. equipment and other electronic and digital accessories.

10. Motel 6 (Licensing Link). As its newly appointed licensing agent, LL plans to expand Motel 6's merchandise categories in apparel, health and beauty aids, room décor, novelty products and lottery tickets. Motel 6, which features the tag line "We'll Leave the Light on for You," operates 1,000 locations in the U.S. and Canada.

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