DeMDAco
Sikalis, vice president of GLM (which produces the show) and SURTEX show manager.
Those who attend are forming the connections for the “
topped $150 billion, almost a 3 percent increase from 2010, according to The Licensing Letter, a trade publication. In North America, the share of the pie was more than $93 billion, a 5.2 percent increase over the previous year. Licensing, defined by Entrepreneur as “a business arrangement in which one company gives another company permission to manufacture its product for a specifi ed payment,” is clearly big business — and only growing, if 2011’s numbers are any indication.
I
Making the connection To help facilitate business relationships in the industry, trade show SURTEX connects artists, agents, and licensors with manufacturers and product developers. It’s held every spring at the Jacob J. Javits Convention Center in New York City (this year, it’ll be from May 19 to 21) and coincides with the National Stationery Show, which is next door. Over the years, the show has grown to have 300 exhibitors and about 6,000 attendees annually. “SURTEX is where original art starts and where manufacturers across all different product categories come to fi nd the latest art that they feel will take their products to a sellable end result,” says Penny
enesco
t’s all about the brand,” says Dale Rotar, creative director at Emerson Street Clothing Co. And when it comes to licensed products, that’s the truth. In 2011, retail sales of licensed merchandise
licensed products of tomorrow. “For the artist, it is a means for them to take their creativity, artwork, and passion and have it put on product,” Sikalis says. “Manufacturers looking to fi nd art come to SURTEX because they know they’re going to see the largest collection of talented designers from around the world under one roof.” How does this all impact retailers? Licensed merchandise
is often a safer bet than other picks, which means it’s worth taking a look at to stock in your store. “Product that is licensed typically has some form of a track record,” Sikalis says. “Retailers should feel a certain sense of security and confi dence that a licensed product will sell through.” Sikalis says that retailers are welcome to come and walk
the show fl oor to get a sneak peek at trends that will be on products to come. “The artists that are presenting their artwork typically have a real pulse on what is trending ahead, so they also provide trend direction to these companies, including retailers,” she adds.
legAcy PublisHing grouP
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