37. PGA TOUR
LANCE STOVER, VP, LICENSING AND NEW VENTURES; MATT IOFREDO, SENIOR DIRECTOR, LICENSING AND NEW VENTURES; +1.904.273.3269
In 2014, the PGA Tour continued to expand its global position as the top-of-mind golf and affinity lifestyle brand through its diverse range of products and services. The PGA Tour portfolio of licensed indicia most notably includes the PGA Tour, Champions Tour, Web.com Tour, PGA Tour Latinoamérica, PGA Tour China, PGA Tour Canada and TPC’s in addition to more than 30 unique tournament brands. These brands have been licensed in more than 120 product and service categories across the globe. PGA Tour licensing endeavors in 2014 included expanding the footprint of branded brick-and-mortar retail spaces, the opening of the inaugural airport-based PGA Tour Grill, venturing into new international markets, adding two licensees in private label categories and revitalizing the PGA Tour brand package in the marketplace. The PGA Tour capitalized on its relationship with its flagship branded retailer, PGA Tour Superstore, as three brand new state-of-the-art stores opened their doors in 2014, bringing the total store count to 22. On the heels of the success of the PGA Tour’s licensed airport-based retail outlets, the inaugural PGA Tour Grill, an airport-based restaurant chain developed by partner HMSHost, welcomed its first patrons in May in San Diego International Airport. Subsequent airport restaurant locations included Las Vegas and Honolulu. Designed to reach golfers and non-golfers alike, PGA Tour Grill leverages existing Tour assets in local tournament markets and actively integrates all entities to embody the complete PGA Tour experience. Complementing the already well-established PGA Tour Apparel program, in 2014 the PGA Tour signed licensees, ACI International and Tru Fragrance, to create footwear and fragrance products, respectively, in order to round out the brand’s private label licensing portfolio. One new international highlight was the PGA Tour entering the Philippines via The Brand Kartel to establish PGA Tour branded brick-and-mortar retailers in conjunction with a private label line of apparel, golf and fashion accessories, stationery and home products, with projections to open doors in early 2015. In 2015, the PGA Tour will prioritize its development efforts based on potential value coupled with brand relevance across four primary segments: participation, merchandising, lifestyle and entertainment. In addition to traditional licensing, further emphasis will be placed on exploring vertical business models that could potentially deliver greater financial and strategic value. From a retail brand perspective, the PGA Tour has developed a rejuvenated brand package to unify licensees at retail by way of a consistent and recognizable brand experience throughout stores, spaces, services and products. Expected to rollout in mid-2015, this re-branding initiative will enhance the authenticity of the PGA Tour brand in retail environments and emphasize a shared commitment among all licensees and the Tour to giving back through the PGA Tour’s charitable initiative, Together, Anything’s Possible.
38. SESAME WORKSHOP
MAURA REGAN, SVP AND GM, GLOBAL CONSUMER PRODUCTS, +1.212.875.6416
In 2014, MakerBot announced Sesame Street as its first global licensed brand and brought 3D printable, Sesame Street licensed content to the MakerBot digital store and to MakerBot retail stores. Mr. Snuffleupagus was the first Sesame Street character to be available for download and 3D printing. Additional characters Elmo, Bert, Ernie, Big Bird and Oscar the Grouch soon followed. Funko and Sesame Workshop introduced a series of Sesame Street Pop! Vinyl Figures. The partnership launched at New York Comic Con with a first-to-market release of Super Grover Pop! vinyl figure. A complete Sesame Street Pop! series including Bert, Ernie, Big Bird, Oscar, The Count, Elmo, Cookie Monster and Grover will follow in 2015. Sesame Workshop partnered with Beijing Kowloon Blueocean Technology Company, provider of the early childhood application service platform 3ikids, on a brand-new, interactive learning system featuring the Sesame Street characters for families in China. The Sesame Street parent/child series, a subscription-based series available to parents and teachers, introduces learning products and kicks off with two interactive offerings. The collaboration continues the tradition of research and testing to ensure that children are engaged in a way that maximizes learning. Phoebe Furchester-Fuzz, Funella and Furgus from the TV series The Furchester Hotel, made their debut at Brand Licensing Europe 2014. The series launched on CBeebies in September 2014 and will be featured in a spring/summer 2015 line-up of products for the U.K. including plush and figurines from Hasbro; story, activity, character and novelty publishing titles from Penguin; a dedicated magazine from Immediate Media; and DVDs from Abbey Home Media. Additional key categories will roll out in autumn 2015. The fresh produce industry’s efforts to inspire children to eat more fresh fruits and vegetables through “Eat Brighter!,” a movement forged by Sesame Workshop, Produce Marketing Association (PMA) and the Partnership for a Healthier America (PHA), continues to gain national attention through a video starring First Lady Michelle Obama, Big Bird and actor and comedian Billy Eichner. The star-studded video highlights the importance of fruits and vegetables in kids’ health, leveraging Sesame Street character images in fresh produce marketing. The comedic video is making its way to consumers’ social feeds, televisions and smartphones across the U.S. and features the trio participating in a game show in the produce department at a Safeway grocery store. Hasbro’s Play All Day Elmo, targeted for kids 18-months to 4-years-old, will make its debut. Play All Day Elmo is light, soft and huggable, but full of technology that gives him 150 different responses. Also new this year will be Universal Studios Japan and Hotel Kintetsu Universal City themed hotel floor featuring Sesame Street characters. From the moment hotel guests step out from the elevator, they will be immersed in the look and feel of the iconic brand–playful patterns and colorful characters that will delight any family.
39. BLUESTAR ALLIANCE
JOSEPH GABBAY, CEO, +1.212.290.1370
Key properties include English Laundry, Kensie, Hot Kiss, Harve Bernard, Larry Levine and Catherine Malandrino.
40. GIOCHI PREZIOSI GROUP
$1.5B (E) (PRivate)
GRAZIANO DELMAESTRO, LICENSING DIRECTOR, +39.01.96.47.51
Key properties include Gormiti, Puppy in My Pocket and Dinofroz.
41. THE HERSHEY COMPANY
$1.5B (NYSE: HSY)
ERNIE SAVO, DIRECTOR, GLOBAL LICENSING, +1.717.508.3112
The Hershey Company is the leading North American manufacturer of quality chocolate and non-chocolate confectionery. With a portfolio of 200+ iconic brands, including Reese’s, Hershey’s Kisses and Twizzlers, and a 120-year history, The Hershey Company achieves a $10 billion turnover annually, with products in over 70+ countries worldwide. 2014 saw continued strength in baking with fully branded Betty Crocker mixes and frostings and Reese’s Puffs Cereal. Hershey’s licensed food products across Asia are proving to be a huge growth driver for the company with successful partnerships in Korea, Japan and Southeast Asia with flavored milks, ice cream and desserts. In the non-food category, World Trade Jewelers continues to lead with their iconic Kisses jewelry line as well as Lotta Luv, which produces lip balms, nail polish, and other HBA products across all of the Hershey brands. The Hershey licensing program focuses on the food and beverage and lifestyle categories, with a primary focus on the Hershey’s and Kisses brands. With licensed product available in 600,000-plus retail doors worldwide, and a rapid extension program underway in Asia, key programs in 2014 included selling the No. 1 multipack ice cream, first ever chocolate/almond milk and sell-out chocolate pudding in Japan, No. 1 flavored milk and first ever chocolate cone ice cream in Korea, as well as the world’s first ever cobranded soy milk in Southeast Asia. Domestically, the non-food program continues to grow at all levels of distribution including all doors of Walmart, with increasing product category presence as well as penetration of Target. With such a diverse and pioneering licensed product offering, supported by updated and inspiring style-guides, the Hershey licensing program is on track to continue to grow in 2015 and beyond. Hershey will expand its partnership with a delicious new flavor variety of a co-branded Breyers Blasts! They plan to introduce Hershey’s Mini Kisses filled with caramel and will also be launching a line of premium Jolly Rancher frozen beverages nationally and in Mexico and Canada. The Asia licensing business will continue to be a key growth driver, generating significant business. New products include single-serve ice cream, baked goods and ready-to-drink chocolate milks. Partnerships with Focus, in small kitchen electrics and bakeware and Fitz & Floyd in tabletop will drive the non-food business through strategic collaborative programs with key retailers which will complement the food business perfectly.