Diverse Licenses Available
Cecile Corral -- Furniture Today, June 20, 2005
New York — What do “The Godfather,” Mountain Dew and Jeep have in common?
For one thing, they aren’t typically associated with sheets, pillows, shower curtains and other soft home décor items.
But their respective property owners are looking to change that perception, as will be evident at the annual Licensing International trade show here this week.
Licensors are hoping to extend some of their well-established brands into lifestyle fashions, beckoning to a nostalgic adult audience as well as teens hip on retro trends.
To name a few, decades-old Holly Hobbie is being rejuvenated by Nickelodeon and Viacom into a classic property with a vintage feel the licensor hopes will relate to mothers; Jeep, which recently developed an infant and toddler bedroom program, is hoping to expand into baby gift sets and bath coordinates, as well as an indoor/outdoor patio line of home textiles to go with its new wooden outdoor furniture offerings; and 1960s TV sitcom “Bewitched” is another classic that this summer is getting a facelift in the form of a new movie starring Nicole Kidman and Will Ferrell.
For these and other properties with long-time consumer recognition — including Pepsi, “I Dream of Jeanie,” Chrysler and “Star Trek” — the search is on for home textiles partners that can develop bedding, bath coordinates and other room décor items intended to help keep the brands resonating with consumers.
That isn’t to say children and tweeners are not still a driving force for licenses, and many will be represented at the licensing show this week — like old favorite Care Bears and some new movie- and TV-related properties such as “Open Season” and “Darcy’s Wild Life,” respectively.
Here is a sampling of some major license properties being highlighted at the Licensing 2005 Show that are looking to expand into home textiles product categories:
American Chopper The Discovery Channel is looking to round out this series with a line of home textiles products, including children’s bedding and kitchen textiles.
Avatar Nickelodeon and Viacom Consumer Products want to build on this property with the addition of rugs and tapestry wall hangings.
Bewitched For this classic property, which is making a comeback this summer with the release of the movie on Friday, Sony Pictures Consumer Products wants to add to its roster of branded products decorative pillows, cushions, throws, blankets, rugs, window treatments and laundry bags.
Care Bears For its popular Grumpy character, this lasting brand is looking for partners to create teen girl-oriented bedding, bath coordinates, throws, blankets, window treatments, rugs, decorative pillows, beach towels and robes. The Joester Loria Group represents the Care Bears property.
Chrysler For its new line of muscle cars, Chrysler wants to extend its brand into all home textiles areas — bedding, bath coordinates, rugs, throws, blankets, window treatments, decorative pillows, kitchen textiles, table linens and upholstery fabrics.
Classic Holly Hobbie Rugs and placemats are the two categories Nickelodeon and Viacom want translated for this vintage property, which is making a comeback now.
Clifford the Big Red Dog Scholastic Entertainment hopes to round out its home textiles offerings for this property, based on Clifford’s books and PBS animated series, to include kitchen textiles and window treatments.
Darcy’s Wild Life The Discovery Channel is looking for licensees to help it develop a full line of children’s home textiles, including bedding, bath coordinates, blankets, throws, rugs, window treatments, and decorative pillows.
Firehouse Tales Warner Bros. Consumer Products is looking for licensing partners to create bedding, bath coordinates, beach towels and soft room decor items for this clay-animation film.
Ford Motor Co. The American car company, represented by The Beanstalk Group, is looking for partners to produce bedding, bath coordinates, beach towels and rugs.
Harry and His Bucket Full of Dinosaurs Warner Bros. Consumer Products is looking for licensing partners to create bedding, bath coordinates, beach towels and soft room decor items for this animated series.
The Godfather This long-loved mafia saga is now being considered for branding in bedding, bath coordinates and beach towels.
Graco Basic bedding and mattress licensees are being sought for this infant brand by its license representative, The Beanstalk Group.
I Dream of Jeannie For this classic property, Sony Pictures Consumer Products is exploring a teen-oriented line of home décor products that include decorative pillows, cushions, throws, blankets, rugs, window treatments and laundry bags.
I SPY This book series property from Scholastic Entertainment still needs licensees to create bath coordinates, beach towels and kitchen textiles.
Jeep This 60-plus-year-old automotive brand is building on the demand for infant- and toddler-branded goods with additional programs for baby gift sets, layettes, towels, and bath coordinates for toddlers. For the adult segment, the brand is looking to add an indoor/outdoor home textiles collection comprising stain- and mildew-resistant rugs, cushions, decorative pillows and throws, and barbecue-style kitchen textiles to coordinate with its new line of outdoor furniture. Also, beach towels, as a category, is being explored for Jeep. Jeep is represented by the Joester Loria Group.
Little Tikes The Beanstalk Group, which represents this children’s toy brand, is looking for licensees to create rugs and beach towels to round out its home textiles program.
Mad-Libs This brand of word games is looking for partners to produce beach towels and throws. It is represented by The Beanstalk Group.
Magic School Bus Scholastic Entertainment is looking for licensees to produce all product categories of home textiles for this property, based on the children’s book series.
Maya & Miguel For this PBS Kids Go! animated bilingual series, Scholastic Entertainment is looking for partners to make sheet sets, wall hangings, rugs, window treatments and kitchen textiles.
Mountain Dew A teen and young adult collection of home textiles is the newest program being created for the soda brand by license representative Joester Loria Group. Under the “Dew Dorm” name, the product categories being explored include bedding, bath coordinates, rugs, window treatments, throws, blankets, decorative pillows and cushions.
Open Season This title represents the first film being released under Sony Pictures’ new family-oriented animation division, and Sony Pictures Consumer Products is backing up its Sept. 29 release in theaters with a full line of home furnishings. Categories being explored include bedding, bath, coordinates, blankets, throws, decorative pillows, rugs, window treatments and beach towels.
Pepsi The Joester Loria Group, which represents this brand, is looking for licensees to create a full line of home textiles, including bedding, bath coordinates, throws, blankets, decorative pillows, rugs, window treatments, table linens, kitchen textiles, beach towels and upholstered fabrics.
South Park Comedy Central’s popular animated comedy from Nickelodeon and Viacom needs licensees to develop table linens and kitchen textiles with barbecue themes.
Star Trek Trekies will be happy to hear that Nickelodeon and Viacom, which own this property, are rounding out the brand with expansions into bedding, bath coordinates and beach towels.
U.S. Army Represented by The Beanstalk Group, the U.S. Army is looking to get into bedding, beach towels, rugs and throws.
Wacky Packs This series of collectible sticker cards based on spoofs of popular household goods is being branched out into bedding, bath, beach towels, fabrics and rugs. The Beanstalk Group represents this brand.
Warhol The Beanstalk Group, which represents this license, is looking for partners to create bedding, bath coordinates, beach towels and fabrics that feature imagery by Andy Warhol.
The Wumblers This 4Kids Entertainment property based on a new children’s animated series releasing spring 2006 is being supported with bedding, bath coordinates and decorative pillows.
Zelda Wisdom For this property based on an English bulldog, new categories being explored include bedding, bath coordinates, beach towels, throws, pillows, fabrics and rugs. It is represented by The Beanstalk Group.
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