Licensed Program: Corporate Brand
American Red CrossAmerican Red Cross / Seltzer Licensing Group
The American Red Cross licensing program emphasizes its message of preparedness by helping citizens stay “Always Ready”. Supported by 15 licensees, the licensing program encourages everyone to be prepared for everyday emergencies. Successful partners include Kidde who entered 850 Home Depot stores in 2017 and expects national placement at over 2,000 stores in 2018. The fire alarm was also selected to be featured on the Ellen DeGeneres Show this past holiday season. Another licensee, LifeStraw, received the Retailer’s Choice Award at the Hardware Show 2017. Other retailer support is expected in outdoor specialty stores, sporting goods, pharmacies and mass retailers.
EnergizerEnergizer Brands, LLC / Beanstalk
Energizer’s global licensing program realized exceptional growth in 2017, soaring to $426M, a 63% increase in global retail sales since 2014. Licensed Products include: consumer electronic, photographic and gaming accessories; LED, solar, household and specialty lighting; smart home products; generators; inverters; automotive and power equipment. 29 licensees distribute worldwide through over 70 retailers including Target, Lowe’s, Walmart, Sam’s, Costco, Carrefour, Woolworth’s, Best Buy, Asda, Game Stop, Home Depot, Kroger, and QVC. Significant expansion also occurred in EMEA, LATAM and AP with new licensees launching in those markets.
Girl Scouts of the USAGirl Scouts of the USA / The Wildflower Group, LLC
In 2017, Girl Scouts of the USA’s licensing program expanded into new categories—ready-to-eat cereal, coffee, gum, and fabric—and added to existing product lines, reaching more consumers with the message of Girl Scouts. Exciting launches were General Mills Girl Scout Cookie-inspired cereals, Trilliant Girl Scout Cookie-flavored coffees, Project 7 Thin Mints gum, and Quaker Chewy Peanut Butter Delight granola bars. Craft fabrics from Riley Blake debuted at JoAnn, and Department 56 refreshed its giftware line with new resin figural ornaments. Product was available at Walmart, Target, grocery chains, craft and specialty retailers nationwide.
PantonePantone / Brand Central
In 2017, Global Licensing Agency Crazy Bell together with U.S. Licensing Agency Brand Central released a wide selection of colorful Pantone collections that took retail by storm. The product line includes an eye-catching Color of the Year beauty collaboration with Butter London, travel accessories with H&R Planning, bedding, storage, and décor with Park B. Smith, and luxury bedding with Jay Franco. The products were sold across the retail sprectrum from Kohl’s to Ulta.
Parental AdvisoryBPI / CPLG
The Parental Advisory logo was initially created as a method of identifying records that may contain unsuitable content for younger consumers. The Parental Advisory image itself was so frequently associated with legendary records and artists that it grew beyond its original purpose as an awareness tool. Having being worn by the likes of Kylie Jenner, Rihanna and Beyoncé, the brand has now been developed into a highly desirable licensed product. Launched throughout 2017, led by a cross-category launch in Primark. Missguided and H&M have also shown their support for the brand with more retailers ready to get involved in 2018.
PolaroidPolaroid / The Sharpe Company
POLAROID – a pioneer of instant-photography and an iconic visual imagining brand – is a global phenomenon. 2017 saw the proud return of the Original: Polaroid Originals, dedicated to analog instant photography in its original, iconic format. Polaroid fashion apparel has driven key growth in 2017 with popular ranges in ESPRIT, Forever 21, Zara, Chinese Laundry and Hollister. With a licensed category range from digital cameras and tech accessories to stationery and craft, Polaroid has established itself as one of the most important corporate brands in the global retail landscape in 2017 and is primed for more growth in 2018.
The Vogue x Birchbox box which retailed for $68 included 7,000 boxes sold out within weeks of launching. Inspired by the Vogue Anniversary Rose, products included exclusive shades from RMS Beauty, Nars and JINsoon. The Vogue x Kith collaboration included jewel-tone sweatshirts featuring the Vogue logo. It included 2 drops (crewnecks and hoodies) which sold out within minutes of launching on the Kith website.