Posted by Sheila Shayon on November 23, 2012 12:01 PM
How hot are British boy band du jour One Direction? They've got their own toothpaste, and they're taking over New York, with a 1D World holiday pop-up store located in a former Borders bookstore near Macy's and Herald Square. Located at 2 Penn Plaza, the entire pop-up shop is an ode to One Direction, wooing fans with bling and merchandise. And what bling and merch it is.Continue reading...
Posted by Mark J. Miller on November 22, 2012 02:02 PM
For close to 80 years now, pretty much every American kid has had a little bit of Babar in their lives. And now the Babar brand is getting a major push so that generations more will learn to love the kindly king of the elephants along with his wife Celeste, the monkey Zephir, and his four children, Pom, Flora, Alexander, and Isabelle, among others.
The first English-language edition of the Babar book series debuted in 1933, two years after it launched in France. Now about $100,000 is being spent on advertising and marketing the elephant to help keep growing the brand, according to the New York Times. The Times calls the campaign is an excellent example of comfort marketing, “which is particularly popular in uncertain economic times.” Those involved in the re-introduction of the brand include Saks Fifth Avenue, Babar publisher Abrams, Manhattan kids bookstore Books of Wonder, and plush-toy manufacturer Yottoy.
“It’s a strategy used regularly in the children’s marketing business, and when it’s well executed it can reinvigorate a property,” said Marty Brochstein, SVP for industry relations and information at the International Licensing Industry Merchandisers’ Association, according to the Times. Brochstein notes two other brands that have gone through the same process are Clifford the Big Red Dog and Thomas the Tank Engine.Continue reading...
no kidding around
Posted by Mark J. Miller on November 21, 2012 09:19 AM
In 1985, Elmo pushed aside Grover, Big Bird, Cookie Monster, and even Ernie and Bert to make his way to the front of the pack on Sesame Street. And he’s been leading the way ever since, pulling in viewers for the show and big bucks for anybody who finds a way to sell an Elmo-related product.
But now the man who brought Elmo to life, Kevin Clash, will no longer be pulling the puppet onto his arm, thanks to allegations that Clash had an inappropriate sexual relationship with a 15-year-old and possibly other young men. This came on top of allegations from another young man that have since been recanted. Whether it is true or not, damage has been done to the Elmo brand and Sesame wanted to control that as quickly as possible. Clash resigned from the show Tuesday and in what Children’s Television Workshop called “a sad day for Sesame Street.”
Elmo products, of course, have been a big staple of holiday wish lists for children for close to 30 years now and this season is no different. This year’s include the $39.99 LOL Elmo, which is a direct descendant of the Tickle Me Elmo doll that set sales records years ago, and Let’s Rock! Elmo, which sings and comes with a drum set and microphone. Hasbro, which is the main toy licensee for Sesame Street, put out a statement Tuesday that expressed confidence that Elmo will still be an important part of the show for years to come, the New York Times reports.
“People are making the separation that this is about Kevin Clash, this is not about Elmo,” said Jim Silver, editor-in-chief of Time to Play magazine, according to the Times. “The more people make the separation, the less effect on sales.” Silver says Sesame Street-related toys bring in about $75 million annually and Elmo accounts for 50 to 75 percent of that.Continue reading...
Posted by Sheila Shayon on November 13, 2012 05:14 PM
One Direction stormed the Today Show this morning, with a concert in NBC's New York digs in Rockefeller Square and news of a 3D concert film slated for next year (directed by product placement foe-turned-champion Morgan Spurlock). Hot on the Heelys of its Pepsi "Live for Now" US TV campaign with NFL star Drew Brees, the band is extending its brand to Colgate-Palmolive toothpaste: 1D Colgate Max Fresh. The collection of three oral care products, available in the U.S. only, is designed "to add some fun to teens' and tweens' brushing regimens," said Philip Durocher, VP and GM of U.S. Oral Care for Colgate-Palmolive. Hopefully fans will be inspired to brush their teeth in one direction (roll that brush, kids!) too.
While Taylor Swift is slightly older, at the ripe old age of 22, she's also quick to embrace novel ways to promote her albums, including partnering with Keds and Papa John's for her latest release, Red. Next up: her mobile app (available in iTunes and Google Play) is incorporating augmented reality so fans can access exclusive content related to Red. By opening the app's AR feature and pointing the device's viewfinder at a still image on the "Red" album cover (and on in-store displays at select Walmart stores), fans will see the images come to life. The app also works on the Taylor Swift Wonderstruck fragrance packaging from Elizabeth Arden.Continue reading...
let's make a deal
Posted by Dale Buss on November 12, 2012 05:51 PM
First BMW opened its first retail store, in Paris, last spring. And now, the brand is spreading itself around the world with a new licensing strategy that, for the first time, takes its marques outside the dealer channel with new products.
Now bearing the BMW imprimatur and logos are a variety of new licensed product lines that bring the automaker to a new range of lifestyle brand partners, including Maclaren baby strollers (coming in January) with four-wheel suspension and "ergonomic removable seat liner," Aspex sunglasses with 360-degree pivotable hinges, Group III travel accessories included BMW-branded luggage, and Ball Watch watches.
"This is something they've never really done before, but BMW decided that this [program] could really help build impressions and engage the customer," Jeff Lotman, CEO and founder of Los Angeles-based Global Icons, the brand-licensing agency working with BMW, told brandchannel.Continue reading...
brand and bottle
Posted by Mark J. Miller on November 8, 2012 03:14 PM
There’s lots of hoopla going around to celebrate the Rolling Stones turning 50. Concerts are coming up next week in London and in early December in Newark, New Jersey. A new 3-disc, 50-song greatest-hits box set, GRRR!, comes out next week as well. A new documentary about the band, Crossfire Hurricane, is hitting HBO and the BBC and theaters next week, joining another documentary on the band that's now playing theaters, Charlie Is My Darling.
And keep your eyes peeled for the massive Stones coffee-table book. Right about now, you can’t escape the Stones — heck, you can even drink up to Mick, Keith and the boys with a special line of drinks being sold in Japan.Continue reading...
Posted by Mark J. Miller on November 2, 2012 02:02 PM
In socially conservative India, consumers can’t actually buy a copy of Playboy magazine even if all they want to do is read the articles. The mag known for its pics of naked women is banned from being sold in the second most populated country in the world, but that doesn’t mean the Playboy brand isn’t strong there.
It is so strong, in fact, that a Playboy club is set to open in mid-December there, accoding to the Times of India — but don’t get too excited, fellas. The club won’t have any nudity.
“There will be nothing contrary to Indian sensibilities,” said Sanjay Gupta, chief executive officer of Mumbai-based PB Lifestyle Ltd, which has licensed the Playboy name in India and plans to open eight clubs there, the Wall Street Journal reports. “We are in the process of launching a sustained PR campaign starting this month to dissociate Playboy with adult content and nudity.”
"Bunnies are an integral part of Playboy culture," said Gupta to AP. "We will have bunnies but keeping in mind Indian sensibilities, we are toning down the costume. We are working very closely with Playboy to design a bunny outfit for India." Details of the Indian bunny costume, he added, are "confidential."Continue reading...
Posted by Sheila Shayon on November 2, 2012 11:57 AM
It was a bad week for Martha Stewart, and we don't mean the damaged-by-Sandy trees at her Bedford, NY farm.
Martha Stewart Living Omnimedia laid off 65 to 70 employees and announced it's restructuring its media portfolio. It's reducing the frequency by half of its Everyday Food magazine (from 10 to 5 editions, and moving from print to digital). MSLO also plans to sell its Whole Living title or fold the content into its flagship Martha Stewart Living magazine, moves that could save the company between $33 and $35 million a year.
Reports of clashes between Martha Stewart, founder and non-executive chairman and Lisa Gersh, president and CEO, are escalating, as the latest restructuring shrinks the brand’s print footprint in hopes that digital deals with partners like Hulu and AOL as well as television deals like PBS show, Martha Stewart’s Cooking School, will prove lucrative for the flailing company.Continue reading...