The Top 150 Global Licensors: Page 8 of 16


Top properties in 2014 were Playboy and Rabbit Head design. Playboy celebrated its 60th anniversary in 2014. The brand partnered with top tier retailers across the globe, such as Collette (Paris), Lane Crawford (Hong Kong, Beijing and Shanghai), Isetan (Tokyo), Marc Jacobs (global) and included fashion icon Kate Moss in the celebration. In 2014, Playboy continued its strong growth in Asia with new licensing agreements in categories ranging from women’s designer shoes to VIP-branded men’s suits, establishing the Playboy brand as one of the largest licensed brands in Mainland China with presence in more than 3,500 stores. Additionally in 2014, Playboy signed a strategic partnership with global music superstar, Pitbull, which was comprised of a series of content and experience-related initiatives that embodied the Playboy lifestyle and spirit. In 2014, Playboy also created new lifestyle content across its media properties, including Playboy Magazine, its 22 international editions and the newly redesigned non-nude, which attracts 20 million unique visitors per month. A series of retail partnerships in 2014 spearheaded by top-designers sold out around the globe. This included limited edition pieces from Olympia Le Tan, Lucien Pellat Finet, Marc Jacobs and Hillier. Playboy also partnered with Marc Jacobs to design a limited edition t-shirt featuring an exclusive photo of Kate Moss that sold at select Marc Jacob stores and online at Multiple Playboy-emblazoned women’s sweaters were also produced as part of Marc Jacobs’ fall/winter 2014/2015 collection. Playboy has also partnered with streetwear brands through partnerships with SUPREME, I.T. Group’s Bathing Ape and Hysteric Glamour, amongst others. SUPREME x Playboy launched a spring/summer 2014 capsule collection, focusing on stylish staples, such as a hooded leather jacket, a denim jacket, a series of colorful football jerseys and Vans sneakers, all featuring the Playboy Rabbit Head. Playboy’s most recent activation with Hysteric Glamour marked the fourth consecutive collaboration in a row for the brands. In addition, Playboy had a successful launch with international streetwear label, JOYRICH, creating a series of shirts, scarves and dresses garnished with the Rabbit Head. Among other areas of retail, Playboy further grew its presence in the intimates scene with a BIOFIT x Playboy collection, featuring bras and panties in the U.S., a Playboy collection with Bras N Things in Australia, as well as a lingerie line with partner D.R. Lingerie in Brazil. Playboy Fragrances powered by COTY entered Brazil, in a 2014 partnership with beauty giant Avon. Today, Playboy Fragrances are the number two selling male and female fragrance brand in Europe. Other noteworthy licensing partnerships and collaborations in 2014 included Hello Kitty (Sanrio) for its 40th anniversary, Tommy by Tommy Hilfiger, Izzue, Selima Optique, Freemans Sporting Club, Del Toro, Lexdray, Fingercroxx, Alexis N, Parvez Taj, JART Skateboards and Sugar Factory. Moreover, Playboy in 2014 worked with retail partners such as Bloomingdales, Urban Outfitters, Frederick’s of Hollywood and online platforms such as HauteLook, GILT and Urban Daddy in the U.S. market. Playboy expanded its international brick and mortar establishments, adding two new retail stores in Mexico for lingerie and men’s and women’s shoes. Playboy Club Hyderabad’s opening marked the brand’s first of many fashion nightlife venues in India. In 2014, Playboy focused on both expanding its existing audience base and attracting a new generation of consumers, appealing to both men and women. As Playboy has revamped its licensing portfolio in recent years, the enterprise remains focused on establishing long-term, brand-enhancing partners and activations. Playboy’s licensing program in 2015 will include the introduction of the popular Brazil Kirin premium beer Devassa by Playboy in the U.S. Playboy has also partnered with Weber Haus to introduce the U.S. consumer to Brazilian cachaca. Projects signed with Heaven Hill Distillery will be unveiled in the second half of the year, and a premium Champagne product will arrive mid-year from an expert manufacturer. Two exciting experiential venues will also be announced in the U.S. territory displaying a modern heritage look and feel. Playboy’s relationship with Pitbull will continue to develop based on secured deals from 2014, including a Pitbull- and Playboy-themed gaming franchise with Scientific Games, as well as a multi-channel loungewear apparel partnership in Mexico. They have teamed to also launch the After Dark brand, which will debut in Latin America in 2015 followed by a global roll out. Playboy will build on its loyal consumer base in Mainland China by introducing more apparel and accessories licensed goods for female consumers. Retail and fashion collaborations will continue to be at the forefront of Playboy’s 2015 initiatives, including Dolce & Gabbana, SUPREME, Freemans

Sporting Club, Hysteric Glamour, Philipp Plein, Goodlife, Schott, Number 9, Rogues, Good Worth & Co. and a new collaboration in the lingerie category. Playboy will continue to aggressively increase its presence globally, focus on emerging markets and expand its offerings for North American consumers.

$1.5B (NYSE: SWK)

With over $1.5B in retail sales and over 70 licensees worldwide, the Stanley Black & Decker licensing program is one of the most comprehensive and successful in the construction/DIY and home improvement industry. Licensed products are seamless with SBD’s core offering and provide the same high quality standards, effectively and creatively meeting consumer needs, and feature highly-functional and appealing designs. In fact, industrial design and product innovation form the backbones of the program. Licensees are encouraged to sit with SBD engineers and brainstorm ideas for new product development and work closely with designers to ensure the values of each brand are embodied and translated in each licensed product. SBD has also integrated licensees into its web presence. Licensed products can be seen on each brand’s respective website, and licensees are encouraged to participate in SBD’s social media efforts. Finally, the program offers a wealth of creativity through its unique merchandising and promotional resources. Licensees are also able to tie into SBD’s corporate partnerships with MLB, NASCAR and English Premier League, to strengthen their retail promotions and give retailers a point of differentiation. Brands represented in the program include Black+Decker, Stanley, Dewalt, Porter-Cable and Bostitch. Black+Decker has been a preeminent brand in the home and consumer DIY sector for over 100 years. The brand has 98 percent brand awareness and market share leadership in most categories. Black+Decker is a trusted, innovative brand that strives to make consumers’ lives easier and transform their house into a home. Black+Decker has strategically entered into licensing as an extension of their core products and some of the licensed categories include upright vacuums, small domestic appliances, gardening tools, 12 volt automotive and electronic products, safety gear, ladders, toys, how-to books, industrial cleaning and air purifiers and humidifiers. Stanley is a brand that’s been around for over 170 years and is preferred with professionals and serious DIYers. It is the leading global manufacturer of tools, hardware and security solutions for consumer, professional and industrial use, and enjoys 98 percent of brand awareness. Stanley’s licensing program is the most comprehensive in the tool and hardware industry. Through licensing, Stanley has extended its brand prominence in the hardware category and has reinforced its pro-quality image with core consumers. Some of the current licensed categories include welding equipment, storage solutions, generators, wet/dry vacs, 12 volt automotive and electronic products and work lights, cable management, work gloves, work wear, industrial fans and heaters, garden sprayers and ladders. Dewalt is a 90-year-old brand known for quality, innovation and jobsite durability, and is the market leader for professional power tools and equipment. With its premium market position, Dewalt designs and continually optimizes professional workhorse solutions–tools, accessories and service–to ensure absolute confidence for the toughest jobsite conditions. Licensed products include wireless alarm systems, professional trade reference books, worksite storage, pressure washers, ladders, jobsite safety equipment, footwear, generators and air compressors. With presence in over 40 different categories and retail placement growing to 90,000-plus doors in 2014, the SBD licensing program has seen acceptance at retail far greater than ever before. The program extends into six continents North America, Europe, South America, Australia, Africa and Asia, and licensed products are placed in a variety of channels–from industrial and home improvement channels, to mass markets and even DRTV. Retailers rely on SBD licensed product to complement the core offering and even fulfill the needs where SBD core products do not reach. Licensees have unsuccessfully opened up not only new aisles and categories within stores, but have also penetrated new channels for the brand (e.g. workwear specialty stores). In 2015, Stanley Black & Decker’s licensing program will continue to expand into new strategic product categories for home and jobsite and extend its reach across the globe by broadening the scope of existing partnerships. Capitalizing on the strength of our battery systems will provide a new platform from which to develop products. Additionally, new brand opportunities also exist in MAC Tools, Facom, USAG and Sidchrome. New licensees added in 2014 across a host of categories, including DIY, upright vacuums, workboots, publishing and workwear, have all already started gaining traction at retail and provide opportunities for increased brand impressions and new retail channel growth. Current licensees will drive growth by working and collaborating closely with Stanley Black & Decker and focusing on expanding their placement across a broad range of retail accounts. New products will continue to be introduced through effective marketing strategies and product innovation practices.


Top licensed properties in 2014 include RCA, Thomson, Proscan, Victor and HMV (limited), Nipper & Chipper, NordMende, Saba and Ferguson. Key retail partners include Walmart, Amazon, Kmart, Best Buy, Sears, Sam’s Club, Carrefour, Darty, Jumbo, Staples and OfficeDepot. The brand licensing programs continue their solid growth. The RCA, Thomson and Proscan properties, among others, have seen continued expansion internationally with license agreements in North America, Latin America, BRIC and EMEA countries. The RCA brand launched a new Made for Moments brand campaign at CES 2015 capitalizing on its strong American brand legacy and affordable innovation. The licensed categories under the RCA brand include televisions, tablets, smartphones, appliances, laptop computers and home telephones and VOIP, for both the retail and B2B markets. Thomson, a 120-year-old brand, has partnered with selected licensees in a large spectrum of CE categories that include televisions, audio/video products and accessories, phones (GSM, DECT and smartphones), tablets, IT products, home automation, set-top-boxes, home appliances, green energies and lighting. In 2015, growth initiatives will include expanded product categories such as LED lighting, more tablet and smartphone models in more geographies, 4K televisions, Chromebook computers and innovative appliances, through expansion of product placement across retail accounts and introduction of new products through effective marketing strategies and product innovation. The brands are also expanding efforts to penetrate the Indian and Chinese market. Technicolor, as brand licensor, contributes to its licensees’ businesses by bringing value and market differentiators through technology offerings, design services, corporate partnerships and brand alliances.


Sunkist Global Licensing has more than 50 licensees operating and marketing the Sunkist brand in over 85 countries. Eighty percent of Sunkist’s business is in beverages, primarily juice, juice drinks and soda. The majority of sales are in North America and Asia, but the company operates in Europe, Africa, the Middle East and Australia. In addition, Sunkist will continues to gain traction into new countries with both new and existing licensees. More than 730 different licensed products carry the Sunkist brand globally.

$1.34B (PRIVATE)

Top 10 NFL players by product sales are Peyton Manning, Russell Wilson, Colin Kaepernick, Dez Bryant, Tom Brady, Aaron Rodgers, JJ Watt, Richard Shernman, LeSean McCoy and Marshawn Lynch. Top retail partners featuring NFL Players Inc. product include Academy Sports, Best Buy, Champs, Dick’s Sporting Goods, GameStop, Fanatics, Kohl’s, Lids, Modell’s, Target and The Sports Authority. NFLPI’s strong foundation of retail sales is driven by anchor licensees in core categories such as multimedia (Madden NFL 15 by EA Sports), hardlines (trading cards from Panini America and Topps–NFLPI announced an exclusive agreement with Panini to begin in 2016 that will chart new courses for the trading card business) and apparel (jerseys from Nike). NFLPI will continue to generate new dimensions and opportunities in its licensing program, identifying categories and industries that get fans thinking differently about engaging with their favorite NFL players on consumer products. NFLPI has identified specific growth areas for NFL players including made-to-order apparel, 3-D printing and Toys-to-Life collectible figure gaming, as well as more traditional partnerships including footwear and sporting goods. This dual-track in non-traditional and traditional licensing categories will balance calculated long-term development with immediate impact opportunities and ensure sustained growth. NFLPI will continue to build co-brand partnerships that provide an opportunity for fans to engage with their favorite players beyond the traditional boundaries of a sports property. NFLPI plans to use co-brand partnerships to identify strategic new licensees, access different or segmented audiences, and innovate the way NFL player intellectual property is utilized. The NFLPI brand ambassador program enters into its second year by integrating active players further into partners’ business functions, sales engagement efforts, social media marketing and B2B advertising and promotions. NFLPI also continues its ongoing efforts to participate in industry thought leadership, trade shows and conference sponsorships and retail partner promotions.