License properties seek partners at LIMA
By Cecile B. Corral -- Home Textiles Today, 6/7/2004 12:00:00 AM
NEW YORK —
Scores of license properties will be looking for potential partners to produce bedding, bath and soft room décor items to "round out" their consumer products lines at the annual Licensing 2004 International trade show here this week.
"Having a home textiles component really rounds out a program," said Michael Malone, senior vice president of marketing, Sony Pictures Consumer Products. "Home textiles products have been, and still are, a very important part of (Sony's) licensing programs."
Malone said especially for the juvenile, tween and teen markets, licensed home textiles play a key role at retail and in promoting a brand and extending its life on the store shelves. The Sony properties that have had the most success in consumer products are those that target 4-to-7-year-old boys and girls, he added.
"Kids have more spending power and influence on the purchase today," Malone explained.
"They, especially tweens, constantly want to redecorate their rooms with the latest in fashion. We're definitely seeing a trend in licensees expanding into the home decorative category, i.e. decorative pillows."
The event, held at the Jacob K. Javits Convention Center, comprises 500 exhibitors promoting 5,500 properties and brands, many looking to build their consumer product portfolios, and many of those like Sony hoping to add home goods and textiles to that roster.
Dave Rupert, vice president, licensing — hard lines, Warner Bros. Consumer Products, said licensing for home goods has become "every bit as competitive" as toys and apparel.
"Every significant entertainment licensed brand in today's marketplace has a well-rounded home furnishings program across a broad spectrum of products from bedding to tabletop," Rupert continued.
And while juvenile entertainment-based properties always abound with opportunities, this year's event will also showcase properties and brands that cater to an older, brand-conscious crowd that likes to decorate its surroundings.
To name a few: "Trading Spaces," the budget decorating show on cable channel TLC, is looking to add new licensees in home textiles for home décor aficionados. Similarly, Food Network's Rocco DiSpirito hopes to become a more prominent name in the kitchen with a line of kitchen textiles. Sesame Street by Nicole Miller is a new collection that this year launches with apparel, but will next year roll out with infant soft goods that appeal to new mothers (see page 6).
A slew of automotive brands, including Jeep, Chrysler and Ford, want to be more meaningful to their customers by adding home textiles products to their offerings. PepsiCo hopes some college students will decorate their dorms with Mountain Dew-branded bedding and soft décor items.
Here is a listing of some properties that will be represented at Licensing 2004 and are looking to enter into varied home textiles categories:
All Grown Up: This Nickelodeon animated "Rugrats" spin-off for tweens is looking to expand into bedding, bath products and beach towels.
American Chopper: Discovery Channel wants to create branded home goods — including kitchen textiles and beach towels — for this program.
Backyardigans: Bedding, bath products and beach towels are the first round of soft home goods Nickelodeon wants to license for this soon-to-debut Nick Jr. animated musical adventure series for preschoolers.
Batman: Warner Bros. continues to build this classic brand and is looking to expand its offerings with more home goods.
Bewitched: For the release of this Columbia Pictures movie in summer 2005, Sony Pictures Consumer Products is looking for licensees to produce beach towels, blankets, throws, decorative pillows, wall hangings and window treatments.
Chrysler: The Joester Loria Group is aiding this automobile brand to expand its name into new home textiles categories — rugs, throws and decorative pillows.
Crayola: This 101-year-old brand wants to add bedding — sheeting and top-of-bed products, bath products, rugs, window treatments and wall décor. The products can cater to all age levels — from infant to adult.
Danny Phantom: This Nickelodeon animated show about a teen with super powers wants to build the brand with bedding, bath products and beach towels.
Ford Motor Co.: The American car company is looking for partners to produce bedding and bath products — especially towels and accessories focused on the anniversaries of Mustang, turning 40 years old, and Thunderbird, turning 50 years old. It is represented by The Beanstalk Group.
Get Along Gang: For this American Greetings property represented by the Joester Loria Group, new product category additions include juvenile bedding goods, bath products, beach towels, rugs, window treatments and wall décor, as well as junior room décor items.
Graco: Crib bedding and room décor items are being sought for this infant brand represented by The Beanstalk Group.
Jeep: New product categories being explored for this automotive brand, represented by the Joester Loria Group, include infant, juvenile and adult bedding, blankets, throws and beach towels.
Jim Beam: Throws and beach towels are the two soft home goods categories this Kentucky bourbon brand is looking to enter soon at retail. It is represented by The Beanstalk Group.
Little Tykes: For this children's toy brand, new product categories being explored include area and accent rugs and beach towels. The brand is represented by The Beanstalk Group.
Looney Tunes: For this classic Warner Bros. property, the company is looking to expand its offerings with more home goods.
Monster Garage: This program on Discovery Channel is poised for a branded consumer product expansion. The company is looking for licenses to make basic bedding, beach towels and kitchen textiles.
Mucha Lucha: For this Hispanic market-oriented animated Warner Bros. series on Kids WB and Cartoon Network, the company is looking to expand its offerings with more home goods.
Open Season: The roster of consumer products for this full-length CGI motion picture from Sony Pictures Animation, releasing summer 2006, is expected to include bedding, bath towels, room décor items and accessories.
Organic Style: Rodale, the publisher of this magazine, is looking for licensees to produce bedding, bath products, beach towels, rugs and window treatments made with natural fabrics and dyes. The Joester Loria Group represents this property.
PepsiCo: Kitchen textiles and table linens as well as junior room décor items and beach towels are the soft goods categories this company wants to add to its offerings. The Mountain Dew brand will target male customers, with a focus on college dorm products featuring an extreme sports theme, and the Pepsi brand is aimed at a broad female customer. PepsiCo is represented by the Joester Loria Group.
PGA Tour Home: To round out its growing home goods offerings, this emerging golf-based brand is looking for partners to produce bedding, sheeting and top-of-bed goods, bath products and other home goods.
The Power Puff Girls: For this animated series on Cartoon Network, the company is looking to expand its offerings with more home goods.
Rocco DiSpirito: This celebrity chef on The Food Network wants to create a line of branded kitchen textiles. He is represented by The Beanstalk Group.
Rubbermaid: The Beanstalk Group is aiding this brand as it enters the basic bedding category.
Rue De France: This French Country catalog wants to expand its brand into bedding, rugs and fabrics by the yard. It is represented by The Beanstalk Group.
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