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Warner Bros. Prepares Laundry List of Licensees for 'Wizard of Oz' Anniversary

Posted by Sheila Shayon on August 30, 2013 10:47 AM

Warner Bros. is following the yellow brick road right through the golden arches in a deal with McDonald’s and 80 other licensees commemorating the 75th anniversary of the Wizard of Oz

The $25 million initiative includes a theatrical 3D re-release of the film in 300 IMAX theaters across the US in September and a limited edition five-disc Blu-ray set to be released in October. 

“Warner Home Video distributes over 6,800 theatrical titles, but only a select few have anywhere near the same broad appeal, proven sales success, and legendary status of The Wizard of Oz,” said Thomas Lucas, VP marketing, theatrical catalog, MediaPost reports. “Without oversimplifying the challenge, the truth is we had more requests from brands wanting to tie-in with The Wizard of Oz than we could accommodate. Our mandate was to select the best brands from each category, and offer the right fit for all partners.”Continue reading...

brand extensions

You Heard That Right: Grumpy Cat has its Own Brand of Coffee-Flavored Beverages

Posted by Mark J. Miller on July 30, 2013 05:22 PM

If you can't get enough of the famously fluffy, moody Grumpy Cat, you're in luck. Fans of the frowning feline—who has inspired spin-offs and represented major brands—can indulge in keychains, bowls, T-shirts, mousepads, tote bags and—cappuccino. 

The web star turned viral meme who's famous for such 'sayings' as "I had fun once; it was awful," is officially getting her own brand of coffee drink, Grumpy Cat Grumppucino. The beverage will be available online August 7 and in stores sometime in September, according to the animal's official blog and Twitter.Continue reading...

license to thrill

Energizer Looking to Spread Its Brands Through Licensing

Posted by Mark J. Miller on June 21, 2013 06:24 PM

Energizer Holdings, home of the wildy popular Energizer Bunny, knows a thing or two about branding. Now it wants to extend that prowess to several of its other house brands through new licensing deals. 

The St Louis Post-Dispatch reports that Energizer is hoping to bring in more cash by offering up licensing deals for brands in its personal-care division, home to Schick razors, Hawaiian Tropic and Banana Boat sunscreen and Playtex.

Energizer has made a deal with Brandgenuity to see what it can cook up in the licensing department. “We do think they are iconic brands,” said Jim Alsante, group marketing director for Energizer’s personal care division, according to the paper. “We want to figure out where else to extend them.”Continue reading...

license to thrill

Hasbro Extends Licensing Agreement with Booming Angry Birds Franchise

Posted by Mark J. Miller on June 18, 2013 07:05 PM

Because there isn't already enough Angry Birds-themed merchandise in the world, Hasbro and Rovio's Angry Birds have signed a new expanded licensing agreement that will find new Birds gear hitting the market before year’s end.

Since the original Angry Birds mobile game launched in 2009, more than 12 million copies have been sold through Apple’s app store alone. That has led to Angry Birds-branded T-shirts, pillowcases, cake toppers, pet toys, skateboards, and, of course, Duck tape.

Rovio, the creator of the brand, began distributing a weekly animated cartoon series, Angry Birds Toons, in March and a full-length animated Angry Birds movie is expected to hit screens in the summer of 2016, according to a release.Continue reading...

brand extensions

Duck Dynasty Sees Major Brand Expansion

Posted by Mark J. Miller on June 11, 2013 07:08 PM

Want to dress your dogs up for Halloween like the dudes from Duck Dynasty? You’re in luck. Walmart has already had a great deal of success selling products branded by the A&E hit show that had 9.6 million viewers for its April season finale. Now the partners are looking to churn out more products as the show continues to strike licensing deals with other retailers. 

Duck Dynasty currently has products in six of Walmart’s departments, such as apparel, home goods and sporting goods, AdAge notes, but the plan is to expand into seven more departments before the holiday shopping season hits. Consumers won’t have to wait long, though, for some of the products. Duck Dynasty bandages will hit the market this month just in time to patch up the summertime skinned knees and elbows of kids pretending the're members of the show’s famed Robertson family.Continue reading...

brand extensions

KISS Extends Brand with Expansion of Rock & Brews Restaurant Concept

Posted by Mark J. Miller on May 13, 2013 12:45 PM

When Gene Simmons and his cohorts took the stage at New York’s Popcorn Club back in 1973 with their makeup on and their new band name, KISS, and played for just three people, nobody was crowing about how Simmons, a former school teacher, was a marketing genius in the making. 

Since then, of course, Simmons has made a ton of cash not just releasing such hits as “Rock and Roll All Nite” and “Detroit Rock City,” but licensing the KISS name and logo to countless products. So much so that CNN has called KISS “the world’s most recognizable band.” Indeed, the band has sold more than $500 million in merchandise in the last 15 years.

Kiss cofounders Simmons and Paul Stanley debuted their own restaurant in April 2012, Rock & Brews, in El Segundo, Calif. Things must be going well because Billboard reports that the duo plan to open 100 more locations in the next five years.Continue reading...

license to thrill

EA Extends Decades-Long Deal with FIFA Amid Gun Licensing Tussle

Posted by Mark J. Miller on May 8, 2013 12:32 PM

While the world's soccer fans have known for years where the top national teams would be headed for the 2022 World Cup, it's taken until now to nail down where their digital counterparts would be playing. 

Electronic Arts and FIFA have signed a licensing extension that will continue a relationship that’s been in place for two decades. The new agreement has FIFA and EA paired up until the end of 2022, VentureBeat reports. The partnership has paid off handsomely for both brands: every week, about 65 million FIFA video game matches are played.

“Our relationship with EA Sports is of high importance to FIFA,” said Jérôme Valcke, FIFA Secretary General, in a release. “The FIFA videogames are a key experiential component in our work to communicate the FIFA brand and its values all over the world. This is highlighted by the 2.5 million football fans that have competed in this year’s FIFA Interactive World Cup, which is just one example of the power of our partnership with EA.”Continue reading...

license to thrill

Downton Abbey Set to Capitalize on Popularity with Licensed Merchandise

Posted by Mark J. Miller on April 30, 2013 04:27 PM

When you’re working for public broadcasting, it helps to have an entrepreneurial spirit.

So the producers of the Emmy and Golden Globe-winning TV drama Downton Abbey are going all out to bring in some extra revenue by expanding from DVD sales to creating a whole line of clothing, homeware, furniture, wallpaper, beauty products and stationery around the show that will go on sale later this year, according to CNBC.

After all, who couldn’t use an extra cape, cravat or pair of elbow-length gloves?Continue reading...

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