• Cecile Corral

Licenses Prospecting for Partners

New York — Between the sheets and in the shower are where it's at, in terms of brand building.

That's what several major properties have come to realize, just in time for the Licensing International Expo 2007 this week here at the Javits Convention Center.

The likes of century-plus old Beatrix Potter's Peter Rabbit, celebrity twins Mary-Kate and Ashley, Ford Motors, even the U.S. Army are on the hunt for home textiles partners to help them create soft home merchandising programs.

Bedding, bath, rugs, and all other room décor products are "key" to extending the life of many brands, licensors agree.

In the case of children-oriented properties, "If there is something the child is really wild about, you can go all-out with the theme in their rooms," noted Glenn Orsher, senior vp, general manager, Rogar Studios, which owns and operates the live action public television preschool program "Dittydoodle Works."

"As a preschool property, the textiles areas are key to us," he continued. "Kids love having character comforters and little rugs in their rooms, and we feel that visually these types of products are very well suited for Dittydoodle Works. Any licensed property product done with the right partner is clearly going to enhance the viewership of a show and the life of the brand itself."

Here is a digest of license properties and their product category needs:

Andy Warhol The Beanstalk Group is looking for partners to create bedding and bath products inspired by the work of this late American pop artist.

Baby Genius This baby music and video entertainment company, represented by Joester Loria Group, wants to expand into infant room décor, including bedding and bath products.

BBC's Planet Earth This Discovery Channel science and nature program, represented by the Joester Loria Group, is looking to add bedding, bath, beach towels, soft window, rugs, wall hangings and all other room décor products that are organic in fabrication and construction and are made using environmentally safe methods.

Built Ford Tough The Beanstalk Group needs bedding and bath products partners for this Ford Truck brand.

Charlie and Lola This Playhouse Disney animated children's program, a Wildflower Group-represented property for branding and marketing, wants to expand into rugs, soft window, and beach towels.

Chrysler The Joester Loria Group is looking for partners to create beach towels for the adult and juvenile markets for this classic automotive brand.

Dittydoodle Works Rogar Studios is looking to extend its children's public television program brand into all room décor categories, including bedding, bath, rugs, window and other soft pieces.

Dualstar/Mary-Kate and Ashley The Beanstalk Group sees bedding and bath products as new categories for this young adult girls' fashion brand.

Ford Blue Oval The Beanstalk Group is looking for bedding and bath products licensees for this Ford logo.

Ford Racing This Ford Motor Co. racing division wants to expand its name into bedding and bath products. It is represented by the Beanstalk Group.

Jeep The Joester Loria Group is looking for partners to create beach towels for the adult and juvenile markets for this American heritage automotive brand.

Mountain Dew Already having success with its recent Dew Dorm room décor program, this soda brand is looking to continue to build home textiles programs for discount and specialty stores with more bedding, bath, wall décor, beach towels and other room décor products. Joester Loria Group represents this brand.

Mustang This Ford classic sports car brand wants to expand in bedding and bath products. It is represented by the Beanstalk Group.

Pepsi Licensing agent Joester Loria Group said that while not an immediate need, the plan is to eventually expand this soda brand into bedding.

Peter Rabbit Naturally Better This new brand stemming from the 100-plus year-old World of Beatrix Potter children's property is in need of infant and toddler room decor products, including bedding, bath, rugs, soft window and blankets/throws. The Wildflower Group handles its licensing and marketing initiatives.

Stanley Works The Beanstalk Group is looking for partners to create bedding and bath products for this 160-year-old hand-tool company.

Teletubbies This Ragdoll property is celebrating its 10th anniversary. For its first generation of fans, who are now a high school set, the brand is looking to add all room décor products — including bedding, bath, rugs, soft window and wall hangings — depicting its humor and nostalgia for tween and teen shoppers. It is also looking for room décor products in the same categories for its current fans, pre-kindergarteners.

Universal Studios This 85-year-old entertainment company and its representative, the Beanstalk Group, are looking for licensees to create bedding and bath products and area/accent rugs.

U.S. Army Area/accent rugs is a new category the Beanstalk Group is helping this military division expand into with a new license partner.

Cecile CorralCecile Corral | Senior Product Editor, Home Textiles Today

Cecile B. Corral has been a product editor with Home Textiles Today since late 2000. She covers the area and accent rug, kitchen textiles, table linens, beach towels, decorative bath and decorative pillow categories, as well as some retail subjects.

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