TOTAL LICENSING
accessories and work lights. These In September of 2008, All Ameri- its position as a shelter lifestyle brand
new licensed categories are all slated can Apparel launched a line of men’s to extend beyond television and the
to launch in 2009. Work lights will be outerwear exclusively at Sears. The web and into consumers’ homes. Li-
the first to debut, launching at Wal- collection, including vintage-inspired censed products will leverage HGTV’s
mart and Lowe’s. In Q3 2008, Stanley bomber jackets, t-shirts, and pants, core brand equities of education, in-
was selected as the hand tool leader was carried in over 500 Sears loca- spiration and design to offer solutions
at Walmart, including 192 SKUs span- tions. All American Apparel will have and style-based products that reflect
ning the hardware planogram. Licens- a U.S. Army t-shirt and shorts collec- the brand’s accessibility and help edu-
ees for work gloves and personal pro- tion available for spring and another cate consumers about purchase deci-
tection equipment were also added full line of outerwear later this fall. sions. The program, which will launch
in the planogram reset. The Stanley The first adidas Originals Vespa col- in 2010, will encompass a broad range
program continues to grow. lection has launched globally in adidas of home and garden categories and
IMS, an Australian-owned company, is Originals stores and select leading Beanstalk is currently seeking best-in-
the new European licensee for garden retailers around the world. Vari- category partners in categories such
hand tools and garden sprayers. Hav- ous footwear highlights, such as the as mattresses, flooring, paint and RTA
ing successfully launched the Stanley 1950s-inspired sneaker Vespa Gran furniture.
outdoor garden range in Australia and Lusso, capture the classic Vespa scoot- Dr Seuss is another new client added
New Zealand, IMS aims to establish er details and a true spirit of nostalgia. to the Beanstalk’s roster. Coming off
Stanley as a leading brand in the Eu- A range of classic polo shirts, t-shirts the success of Leapfrog’s The Cat in
ropean retail outdoor market, with and jackets also complement the Ves- the Hat TAG Reading System, Leapfrog
UK and France being their primary pa collection. Beanstalk brokered this is preparing to launch a TAG Junior
targets. innovative collaboration between Ves- range aimed at toddlers and nursery
Through licensing, Beanstalk has pa and adidas Originals, which repre- children. Dr Seuss’s Mr Brown Can
helped Stanley strengthen its image sents the first strategic step towards Moo is among the titles being devel-
among professionals and DIY enthusi- developing Vespa into a leading global oped to accompany the TAG Junior
asts, expand into new categories, and lifestyle brand. range. In addition, Dr Seuss adult
reinforce the brand’s authority in the Beanstalk is working with WWF to tees are currently being developed by
hardware category. Current catego- create a range of products that are apparel licensee CID, with a planned
ries open for licensing include paint considerate of the environment and launch for summer 2009.
accessories, lawn and garden tools, offer consumers better everyday Eurolink, the leather goods licensee
and windows. choices, such as apparel, home ac- based in China, opened its first Jag-
In 2009, The U.S. Army’s toy partner, cessories, personal accessories, food, uar flagship store in Shanghai on De-
RHIP Toyz, launched a line of military school supplies, and toys and games. cember 25th 2008. Located at the
action figures at Target and Toys R Us. The WWF program will be launching Balian-Shimao International Plaza, the
The collection includes two Army fig- with a classic toys and games collec- luxurious retail space showcases a
ures along with figures for the Navy, tion from Merchant Ambassador. The leather goods collection and features
Marines, and Air Force. Of all the program features FSC certified (For- a range of brief cases and weekend
military divisions, the Army soldiers est Stewardship Council certified) bags that are divided into executive
are the top-seller. wood classic games such as chess, con- and lifestyle themes. In addition to the
Elegant USA joined the Army program nect four, Chinese checkers and brain Shanghai flagship store, more than 40
as a licensee for automotive ac- benders, all using non-toxic paints Jaguar stand-alone retail spaces, shop-
cessories. Elegant has cre- and featuring animal themes. In in-shops and concession stores have
ated a full line of products addition, licensee Trends Inter- opened across China since Septem-
including steering wheel national is developing posters, ber 2008.
covers, seat covers, floor calendars, journals and book- Land Rover Gear continues to grow
mats, window graph- marks. Products are expected its Land Rover apparel, outerwear
ics, air fresheners, to debut in Fall 2009. and accessories business through its
and travel mugs. In New Beanstalk clients include network of Land Rover retail stores.
March, Army auto HGTV: Beanstalk is developing Logo Group launched its collection of
accessories be- a comprehensive home and Range Rover eyewear (sunglasses and
gan shipping to garden licensing initiative ophthalmic) in May 2008.
Walmart. An for HGTV, the number one Love Hearts beauty accessories from
Army auto shelter content television The Make-Up Factory continue to sell
accessory pal- and online network. The well in leading high street retailers
let display will be program will leverage including Claire’s Accessories, Super-
launching at approxi- HGTV’s expertise and drug and Co-op pharmacies. From
mately 1,200 Walmart lo- authority in home and hair brushes to eyelash curlers, cos-
cations in May. garden categories and metic bags to nail buffers, the Love
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