Licensing Opportunities Beckon
Cecile Corral -- Furniture Today, June 9, 2008
An animated talking dog, a high-energy soft drink, and a documentary about Earth are among the many properties now seeking home textiles licensing partners to build consumer awareness and merchandise sales via bedding, bath and other soft home goods.
At the Licensing International Expo this week at the Javits Convention Center here, home textiles manufacturers and suppliers can tap these emerging business opportunities, which are broadening into product categories beyond the "traditional" bedding lines, said Debra Joester, president and ceo of New York-based The Joester Loria Group.
"When we talk about home textiles today, we don't just talk about traditional things," she said, citing as an example "pet beds and other things for pets as well as humans in the home." The company's current roster of licenses, like Discovery Communications' Animal Planet brand, could fit products for pooches and is hence on the hunt for partners to make home accessory lines for furry family members.
Here is a sampling of licenses currently seeking home textiles partners:
AMP This recently introduced PepsiCo energy drink is looking to move its product line into bedding and beach towels.
Andy Warhol Brand representative The Beanstalk Group, based in New York, is looking for innovative bedding, bath collections, soft window treatments and tabletop linens — all to feature imagery from this renowned pop artist.
Animal Planet Popular animal-themed cable TV channel operated by Discovery Communications, this brand seeks to broaden is product roster to possibly include bedding, bath, rugs, room décor items, beach towels, pet beds and accessories, kitchen textiles and table linens.
Carnegie Hall One of the most recognized live music venues in the world, the three-stage Carnegie Hall lends itself to high-end home textiles, said brand representative Lindberg Licensing and Promotions, based in Bronxville, N.Y. The style leans to an "elegant opening night" feel, with gold and cream hues interpreted on soft home decorative pieces, including silk, mohair and linen on solid and print fabrics and wall coverings as well as Persian rugs.
Crayola This "household name" brand, more than 120 year old, wants to expand its existing toddler bedding programs with new bedding lines, bath collections and other soft room décor pieces.
DIC Entertainment This brand management company hopes to round out its Strawberry Shortcake property, which it shares with American Greetings, with home textiles for its Classic Strawberry and Classic Strawberry Baby programs launching in 2009.
Discovery Channel This brand, especially popular among male viewers, is considering expanding into a variety of home textiles categories, including bedding, bath, rugs, room décor items, beach towels, pet beds and accessories, kitchen textiles and table linens.
Discovery Communications Aside from its Discovery Channel, Animal Planet and Planet Green channel brands, the company is exploring home textiles categories — bedding, bath, rugs, room décor items, beach towels, pet beds and accessories, and kitchen textiles and table linens — under several major programs aired on its other branded channels.
Elmer's Glue A complete line of children's room décor — including bedding, accessories and furniture — are opportunities this more than 60-year-old glue, adhesive and crafts manufacturer is looking to tap.
Hotslings After making a splash among fashionable new mothers craving functional but stylish baby pouches, this manufacturer is looking to ride the buzz into related product categories — full infant bedding collections, bath towels and hoodies and other room décor items, including products made of organic fibers.
Kindermusik This young children's musical learning brand, which is represented by San Anselmo, Calif.-based The Dimensional Branding Group, wants to extend its product offering to juvenile bedding, bath collections, and soft room décor with items that reflect the role-play and musical aspects of the brand.
Martha Speaks The new PBS Kids animated program, based on the children's book series about the talking dog Martha by author Susan Meddaugh, launches in September and is looking for a broad range of home textiles products from bedding, fabric and room décor to kitchen textiles and table linens.
Masha D'yans This Russian-born artist, whose original watercolors have been applied to bedding programs for retailers Garnet Hill and Urban Outfitters, is now looking to apply her designs to other parts of the home, with soft home décor products. She is represented by The Dimensional Branding.
Neopets These Nickelodeon arcade games, which have been successful among tweeners, are trying to win more points with new collections in bedding, soft room décor pieces and beach towels.
Planet Earth Series This nature-themed series, which was produced with the goal of branching out into a theatrical release titled "Earth" that would be distributed by Disney, lends itself to beach towels.
Planet Green To support this new Discovery Communications brand, which is said to be the first 24-hour "green"-minded TV channel, the company is exploring opportunities to create some home textiles products, including bedding, bath, rugs, room décor items, beach towels, pet beds and accessories, kitchen textiles and table linens.
Slime This Nickelodeon brand, which caters to boys ages 6 to 11, is looking to expand into bedding, soft room décor items and beach towels.
World Wildlife Fund (WWF) Brand representative The Beanstalk Group is looking for partners to create environmentally-friendly bedding, bath collections and soft home accessories inspired by nature.
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