Sequential Relaunches The Franklin Mint Brand

Sequential Brands Group has announced several initiatives for a global relaunch of the company's recently acquired brand The Franklin Mint.

The relaunch will include new licensing partners and the launch of a multi-channel commerce platform by San Francisco, Calif.-based Delivery Agency at FranklinMint.com.

A fully intergrated marketing campaign to promote Franklin Mint's 50th Anniversary of the brand's founding year, including a commemorative 50th Anniversary logo and limited edition product offering to launch in October, with a strong lineup from world-class licensing partners.

Separately, Sequential entered into three additional license agreements for The Franklin Mint brand. The first is with Photo File, who will offer custom framed photography and specialty art collages across multiple categories including sports, film, entertainment and religion. Whitman Publishing will produce custom co-branded books, and TN Marketing will develop direct-to-consumer programs for limited edition collectable products including coins, stamps, knives and die-cast items for the U.S. and Canada.

"This is an extremely exciting time for The Franklin Mint as it celebrates 50 years of unparalleled excellence in the collectible and keepsake industry," says Rick Platt, group president, Sequential. "The keystone to the success re-launch of The Franklin Mint business begins by activating partnerships with top-level licensees coupled with strategic retail partners which will be in place as we enter the fourth quarter of 2014 and holiday season."