Licensed Program: Corporate Brand
EnergizerEnergizer Brands, LLC/Beanstalk
Energizer’s global licensing program realized exceptional growth in 2016, soaring to $365M, a 46% increase in global retail sales since 2014. Licensed Products include: consumer electronic, photographic and gaming accessories; LED, solar and specialty lighting; automotive and power products. The 25 licensees distribute worldwide in over 70 channels including retailers like: Target, Walmart, Carrefour, Sam’s, Costco, Woolworth’s, BestBuy, Asda, Game Stop, Home Depot, Kroger, Lowe’s, QVC. Significant expansion also occurred in EMEA, AP and LATAM with new licensees signed-up. Energizer has introduced a newly animated version of its icon, proclaiming 2017 as “The Year of the Bunny”.
Girl Scouts of the USAGirl Scouts of the USA/The Wildflower Group
In 2016, the Girl Scouts of the USA licensing program grew to encompass the baking mix and gift categories. The J.M. Smucker Company launched Girl Scout Cookie™ inspired brownie, blondie, and cupcake mixes, and Dept. 56 debuted a line of close to 20 SKUs which included ornaments and figurines. These complemented a roster that included Coffeemate, Nesquik®, Breyers, Bigelow Tea, Quaker Chewy, and Wicked Cool Toys. Product could be found at Walmart, Target, major grocery chains and supermarkets, and specialty shops nationwide. Marketing efforts by the licensees via print, digital, and in-store resulted in over 1 billion impressions.
HGTV HOMEHGTV (Scripps Networks)/Beanstalk
HGTV’s award winning consumer products brand, HGTV HOME, achieved over $500 million in retail sales in 2016 for the second consecutive year. HGTV, a premier cable network, has sustained a leadership position in the marketplace and is the benchmark for home licensing programs. In 2016, the program included HGTV HOME by Sherwin-Williams, HGTV HOME Design Studio at Bassett, HGTV HOME Outdoor Living with HSN and HGTV HOME Plant Collection. 2016 marked a year of organic growth. Partners launched new products, introduced trend-right designs and expanded distribution. HGTV drove new business growth for partners through Scripps Networks’ top tier tent-pole promotions.
National Park FoundationNational Park Foundation
NPF has grown tremendously recently, more than doubling contributions in the last two years, and continues to see great success building authentic, creative and engaging licensing partnerships. Many partners report selling out of product, surpassing projections and exceeding success of previous product launches. We were also able to capitalize on a new audience, the in-park retail community, and generate millions in sales and increase royalty revenue. We’re proud that our licensees can play a role in moving the needle toward protecting our most treasured places, connecting Americans to our national parks and inspiring the next generation of park stewards.
Scotts/Miracle-GroThe Scotts Miracle-Gro Company/Seltzer Licensing Group
The Scotts Miracle-Gro Company’s origin as the world’s largest seller of fertilizer and plant food began in 1868, but through their new licensing program (started in 2012), they now have everything from gloves to lawn mowers. The program boasts 12 partners, 100+ products, over 125 accounts, and number of doors exceeding 6,000. In its fifth year, retail sales have exceeded $60 million, with double digit growth expected. Retailer support includes Home Depot and Walmart, among others. Home Depot transitioned their entire soaker hose business to Miracle-Gro as well as their plant support business as tests showed it sold 3x better.
Transport for London’s IP PortfolioTransport for London (London Transport)
Highlights of the 2016 TfL’s licensing programme have been:
Mr Men Little Miss brand collaboration with TfL which has developed new opportunities for licensing within the children’s market where TfL has less representation.
Launch of the Made.com furniture collection inspired by TfL’s design heritage.
Opening of the Lego Store in London’s main tourist hub Leicester Square. The store has been completely built with TfL’s assets created out of Lego bricks including an entre tube train carriage.
TfL Nike collaboration to celebrate the 100 year anniversary of TfL’s Johnston typeface designed by Edward Johnston in 1916 and still used today.