Smokey Bear: Licensing with PurposeSmokey Bear: Licensing with Purpose

Smokey Bear Is celebrating eight decades of wildfire prevention advocacy. Since 1944, Smokey Bear’s enduring wildfire prevention campaign has enlightened and educated the American public on preventing human-caused wildfires through individual responsibility. Despite the passage of time, his message remains poignant as ever, with human activity still igniting nine out of 10 unwanted wildfires. Through classic Public Service Announcements (PSAs), Smokey has etched himself into American culture and history, becoming a symbol cherished by generations.

His timeless call to action – “Only you can prevent wildfires” – is a part of American pop culture, with diverse audiences, from parents to children, firefighters, educators and beyond, using this oft-quoted phrase regarding fire safety.

Little Shop of Pins’ Smokey Bear pin

Smokey’s appeal can be attributed mainly to a wholesome yet succinct message delivered in a warm baritone. Smokey Bear has been voiced by actors Sam Elliot, Betty White, Steven Colbert, Jeff Foxworthy and Brian Tyree Henry. While Smokey can be seen in a diverse array of looks and styles, he is always in his trademark attire (hat, jeans and a belt buckle emblazoned with “Smokey”).

Smokey Bear is not in the public domain. He is protected by an official act of Congress, akin to a United States Patent and Trademark Office trademark, ensuring his enduring legacy.

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As Smokey reaches his 80th birthday, his evergreen licensing program continues to enrich the campaign’s wildfire prevention mission through branded merchandise. Perpetual Licensing has spearheaded the Smokey Bear licensing program for five years. As a result of the agency’s efforts, licensing has flourished, and program revenues have quadrupled, ensuring Smokey’s message continues well into the future. Under Perpetual’s direction, Smokey has more than 100 new licensees, renewed agreements with numerous partners and developed new style guides to keep his look fresh. David Milch, founder and partner, Perpetual Licensing, talks about how the cultural icon’s licensing program is a part of the celebration.

Smoky Mountain Knife Works’ Smokey Bear Tinker Swiss Army Knife

How Smokey Bear Stays on Message

Although Smokey Bear is celebrating a milestone and has a unique trademark, his licensing program is akin to other iconic evergreen programs out on the market, with an unwavering message. “The structures and agreements are all relatively the same,” says Milch. “This is a true evergreen licensing program, like Peanuts, where there is a celebration, but we don’t want a huge spike in sales and then a drop. We want to expand the wildfire prevention message through licensing.”

Smokey Bear has 140 licensees, and his image appears on everything from apparel to home décor, video games, toys, plush, signs, stickers, patches, publishing and more. Licensing is a crucial part of Smokey’s relationship with the American public, as it reinforces his message and generates vital funding for the campaign’s sustainability.

“There is a wholesomeness to him, too,” says Milch. “Smokey isn’t just a property for property’s sake; it’s always about education and being true to Smokey’s brand equity. We’re communicating that message through consumer products.”

The Landmark Project Smokey Bear T-shirt

Program partners include numerous long-term licensees such as The Landmark Project, Mad Engine, Trau & Loevner, Ripple Junction, Outdoor Cap, Jerry Leigh, Aurora, Greenlight Collectibles, American Needle, Outdoor Cap and many more. Smokey’s likeness has appeared on a Macy’s Thanksgiving Day Parade balloon, state DMV license plates, a float at the Tournament of Roses Parade, U.S. postage stamps, comic books and cast-iron pans. Smokey Bear’s collaboration partners include Filson, Teddy Fresh, Keen Footwear, Teton Gravity Research, Ridge Wallets and The North Face.

One might think that working with a government-based property like Smokey Bear may result in a lag in feedback. But Milch was pleasantly surprised to find that the Forest Services’ timeframes were on par with (or, at times, ahead of) industry standards.

“They’ve been very quick with getting back to licensees regarding reviews and approvals,” says Milch.

While Perpetual Licensing ensures Smokey’s message is amplified via licensing, it is also a guideline. The Forest Service won’t lend Smokey’s name to what they call functional products (think fire extinguishers). But the agency But the agency does provide give-back messaging to licensees if they want consumers to know how their purchase supports Smokey’s wildfire prevention campaign. Guidelines aside, there are also categories that Perpetual Licensing is looking to get Smokey in. The agency is currently in talks with licensees about bringing Smokey into food and beverage.

“We would love to get into the food category, whether it be trail mix, frozen novelty or beverages,” says Milch. 

Affinity Bands phone case

Smokey Through the Ages

As Smokey Bear resonates with a broad audience, his licensed products are supported across almost all retail channels, from the mass market to mid-tier, department stores, outdoor specialty stores, National Parks stores and Disney Parks, plus thousands of other retail doors across the country.

In addition to the new “Decades” media campaign by the AD Counsel, which shows Smokey Bear throughout the years, several activities are planned to celebrate his big day. Smokey will make guest appearances at local events. One of them is a Facebook livestream from the California State Fair. As part of a social media campaign, the Forest Service will ask fans to sing Happy Birthday to Smokey with the hashtag #SingForSmokey, the Smokey Bear balloon appearing at the Macy’s Thanksgiving Day Parade and at the lighting of the U.S. Capital Christmas Tree.

Recently, Perpetual’s partnership with the U.S. Forest Service was renewed for the long term, and the agency was awarded a contract to represent Smokey’s friend, Woodsy Owl. Perpetual’s goal for Woodsy’s licensing program is parallel to Smokey’s.

“It’s about getting the message of fire safety out there,” says Milch.

This story was taken from the August 2024 issue of License Global. Read the full issue here ...