Super licenses to the rescue
By Cecile B. Corral -- Home Textiles Today, 6/9/2003 12:00:00 AM
Toys and apparel remain the headliner product categories for licensing, yet home textiles continue to grow in importance and relevance, too, finding a place on the marquee.
Indeed, licensing has grown in popularity largely because of its ability to establish brands so firmly in the emotions of their consuming audience. Kids know Spidey. Mom knows Martha. And so on, and so on.
At this week's Licensing 2003 International annual trade show here at the Jacob K. Javitz Convention Center, a broad array of more than 5,500 properties — from artistic names like Andy Warhol to juvenile classics like Fisher-Price to the rough-and-ready Harley-Davidson brand — owned by 425 exhibiting companies will be shopping around for potential partners in the soft-lines home categories.
"We have long believed in the importance of textile categories," said Seth Siegel, co-founder and chairman, New York-based The Beanstalk Group. "For a long time we've had a full-time person here who does nothing but textiles. It's a category that has been frequently under-appreciated in licensing. But, it's become more and more significant after apparel in terms of soft lines."
A testament to this theory is Danville, VA-based Dan River's bedding with Spider-Man Merchandising LP.
"In my 18 years of licensing, I don't know that I have ever seen a [home textiles] program with this level of success," said Al Ovadia, evp, Culver City, CA-based Sony Pictures Consumer Products. Ovadia added that Dan River's fully-coordinated room décor program — including sheets, comforters, bed skirts, window treatments, non-woven blankets, square non-figural pillows, travel pillows and snuggle/body pillows — is third place at retail for the Spider-Man property behind toys and video games.
"[Home textiles categories] always do well, but considering the league [the Dan River program] is in with toys and video games, it goes to show that it is generating a substantial amount of business," Ovadia continued.
We would love your feedback!