Beanstalk Turns Over a New Leaf
Beanstalk, the World’s Leading Brand Licensing Agency, Announces New Client Wins, Major Program Initiatives at Licensing International Expo
June 8, 2010, Las Vegas, NV, Mandalay Bay Convention Center, Booth 5054., — Beanstalk, the world’s leading brand licensing agency and consultancy, today celebrated another successful year of achievement and growth, with the addition of exciting brands to its impressive client roster, including Sean John (Europe), Peanut Butter & Co., and Latina magazine, as well as the launch of several groundbreaking brand and product extensions for its existing clients. Building upon this momentum, Beanstalk’s celebrity and entertainment experience was bolstered this year by the opening of its Los Angeles office, headed up by former principals of LA-based Associated Talent Management (ATM), Dan Levin and Todd Optican.
“The past 12 months have been an exciting period of growth for Beanstalk,” said Michael Stone, president and CEO of Beanstalk. “The addition of several strong clients, the launch of multiple new licensing programs and the opening of our new West Coast office makes us well positioned to embrace future growth. As we grow across the U.S. and in emerging markets abroad, we are confident our agency will continue to lead the way in developing innovative and successful brand extension programs.”
Beanstalk also continues to grow its Brand Acquisitions division, created to assist consumer product manufacturers in identifying and licensing strategic properties for competitive advantage.
New Brands Joining Beanstalk:
Sean John, the leading American sportswear brand named after its founder, Bad Boy music mogul Sean “Diddy” Combs, announced a partnership with Beanstalk to assist Sean John with the acquisition of licensing partners for the brand across Europe, representing an important step in achieving the brand’s objective of global expansion. Beanstalk will work to extend the broad appeal of the brand to reach young, fashion-conscious males across Europe.
Peanut Butter & Co., the world’s fastest growing brand of peanut butter and a pioneer in the gourmet peanut butter category selected Beanstalk as its exclusive licensing agency to expand its great tasting, all-natural peanut butter into related food and lifestyle products for consumers of all ages.
Latina, the leading English-language magazine for Hispanic women in the U.S., has selected Beanstalk to assist in exploring home and fashion accessories categories. Latina is the only English language magazine targeting U.S. Hispanic women, an exploding population of consumers, and is read by more Hispanic women than virtually every other popular Spanish language magazine. Latina is the definitive fashion, beauty and lifestyle magazine for Latin women and Beanstalk will leverage the magazine’s authoritative voice into products that celebrate its readers’ rich bicultural identity.
Brand Growth Initiatives from Beanstalk:
Leveraging the confectionery brands’ fun, colorful and irreverent properties, Airheads will enter new categories, including food, frozen novelty, beverage, apparel and accessories, health and beauty aids, gift and novelty, social expression, and toys. The program will launch at retail in fall 2010 with licensees Lotta Luv for cosmetics and Hybrid Apparel for graphic t-shirts.
In 2010, Emmy™-award winning television personality, best-selling author, designer and lifestyle expert, Christopher Lowell, was added to Beanstalk’s client roster as part of its relationship with the former agency ATM. Beanstalk will work to manage Lowell’s existing licensing relationships with Jo-Ann Fabric & Craft Stores, Smith+Noble, Bush Industries, Simplicity Patterns and Wm. Wrights, as well as the brand’s new collection at Office Depot, which launched in May 2010.
To spur growth in 2010 and beyond, young men’s, juniors, and plus-size Ford t-shirts from C-Life and Jerry Leigh launched at Walmart, Old Navy, Target, Kohl’s, Kmart and Stage stores. Kid Galaxy plans to leverage the Ford license to expand its distribution of radio-controlled vehicles into mass retail accounts, while Now and Zen has developed a collection of “Characters Powered by Ford” t-shirts that will be available at JCPenney and Fred Meyer. Ford also added a new licensee, MSRF, to include mugs and cocoa mix in Ford Mustang and Truck gift sets, available this holiday season. Mustang and Built Ford Tough energy shots are being developed by Core-Mark and will be sold at convenient stores and other automotive destinations in 2010. Beanstalk is currently seeking best-in-class partners for Ford in several categories including party supplies, backpacks, candy, watches, bikes, construction blocks, children’s apparel, and loungewear.
In addition to the program’s success in the U.S. and Western Europe, in 2010 Beanstalk aggressively expanded the Ford licensing program internationally into Latin America, India, Asia and Australia. Launched in 2009, the Ford licensing program is developing an extensive footprint in Latin America with the addition of seven new licensee partners in categories including publishing, social expressions, headwear, auto accessories and watches, among others. With Ford among the most trusted brands in Latin America, the Ford program is poised for growth in the region in 2010 and beyond. In India and Asia, the Ford licensing program is beginning to develop, with its first Asian licensee, OEM, launching Ford-branded eyewear in the next year. The well-established Ford program in Australia continues to grow with 24 licensees across 15 different categories.
Harley-Davidson’s European licensing program continues to grow in 2010 with a focus on the youth market, through Contrast’s extensive collection of children’s home and camping products available through major retailers across Europe. Contrast also developed a limited edition apparel collection, which is available exclusively through Harley-Davidson dealers. In September 2009, the youth licensing program extended into Australia and New Zealand with a range of children’s bedding by Dryen, exclusively sold at Target stores.
Beanstalk is working with HGTV, America’s leading home and lifestyle television network, to develop a program that will extend across home and garden in both style-driven and solutions-oriented categories. In January 2010, Serta launched a line of eco-conscious mattresses under the “HGTV Green Home brand,” which is exclusively available at BrandSource retailers nationwide. Additional HGTV HOME products will follow in categories including fashion bedding, bath accessories, window coverings, utility bedding, tabletop, storage and organization, furniture, flooring, and paint in 2011. Beanstalk is currently seeking best-in-class partners in additional home and garden categories, including outdoor living, lighting, decorative accessories, crafting and cabinets.
The Jack Daniel’s European licensing program is currently focused on expanding distribution of licensed products across Europe. The Baxters Food Group has successfully extended distribution of its award-winning Jack Daniel’s Barbecue Sauces into Germany as well as South Africa. Giftware licensee Poolebeck is building on its successes in the U.K. to increase its distribution into Germany, Italy and Portugal. New licensee Sunset International joined the program to develop a range of apparel and accessories to launch in 2010. Jack Daniel’s liqueur chocolates and fudge, by licensee Goldkenn, continue to achieve impressive sales, particularly in specialty stores and duty-free outlets.
Love Hearts is one of the leading confectionery brands in the U.K., and the licensing program leverages the brand’s fun and unique spirit. In 2010, licensee FB Beauty joined the program with the launch of five different Love Hearts fragrances available through The Perfume Shop and The Fragrance Shop. The Make-Up Factory’s Love Hearts lip glosses and lip balms launched at retailers in winter 2009. New to the program in 2009 was Paladone Products, which is currently developing an exciting range of Love Hearts kitchen products and a collection of gift and accessories, to launch in fall 2010. Licensee Fordville will launch a line of Love Hearts sleepwear, loungewear, gloves, hats and scarves aimed at U.K. high-street retailers in fall 2010. Trademark Products recently launched its first Love Hearts sleepwear set and t-shirts through Argos and new t-shirt designs currently under development will be available in select retailers in 2010. Other Love Hearts branded products include jewelry from CW Sellors and a classic silver charm gift from Suck U.K.
In September 2009, eyewear licensee Menrad launched its 2010 Jaguar eyewear collection utilizing design cues from Jaguar’s latest vehicle, The New XJ, sold internationally through high-end opticians. In October 2009, fragrance partner Jaguar Fragrances launched its “Prestige Spirit” at the TFWA Exhibition in Cannes as well as its Jaguar “Vision” inspired by the evocative modern design language of Jaguar cars. Eurolink, Jaguar’s leather goods licensee, opened 70 points of sale in 2009 including shop-in-shops and stand-alone retail stores across China and with plans to open an additional 26 points of sale in 2010.
The launch of the Land Rover S1 – a new, rugged, waterproof mobile phone handset and the world’s first mobile phone completely resistant to dust, dirt, shocks and drops – with licensee Sonim Technologies brings the brand’s vision for adventure to life. In 2010, U.K./Ireland bike licensee 2x2 Ltd unveiled its 2010 range of bikes, while Japanese bike licensee partner Belief enjoyed strong sales with folding bikes and road bikes. Logo Group recently launched its latest collection of Range Rover eyewear inspired by the vehicles’ masculine designs and enhanced with high-quality materials like sustainable precious wood and leather trims. In South Africa, Land Rover Gear continues to grow its apparel, outerwear and accessories business through a network of retailers.
In April, leading beauty manufacturer, Original Additions, along with the input of the U.K.’s acclaimed Max Factor make-up artist Caroline Barnes, launched an 11-piece collection of Max Factor brushes and beauty accessories in Boots across the U.K., including six luxurious capra hair make-up brushes, eyelash curlers, an eyebrow groomer, precision tweezers, nail clippers and a luxury crystal nail file.
The Pampers Baby Care program launched in early 2010 with infant feeding accessories at mass, drug and grocery. The bottles and nipples, manufactured by Key Baby, are currently available at Babies “R” Us, Kroger and Safeway, among other major retailers. Additional categories to launch in 2011 include bedding, soft bath and bibs by Crown Crafts.
In Europe, the Paris Hilton fashion and accessories line by licensee Diciotto has increased its presence in more than 600 doors as well as two independent Paris Hilton shops in Russia with several more planned for the coming year. The Paris Hilton footwear line continues to grow, with its successful launch across Mexico and Europe and expansion plans for Asia. Original Additions, the Paris Hilton Beauty licensee, recently launched false nails and eyelashes at drug and beauty retailers across Europe and will introduce additional products by the end of 2010. The Paris Hilton program also has a bedding line in major retailers across Europe with licensee Contrast. All licensees can be found on the new Paris Hilton website at www.parishilton.com. Categories for prospecting include health and beauty, fashion accessories, bedding and bath, and pet products, among others.
Purina is enjoying a successful first year at retail with Purina Pet Gear, a line of pet accessories for dogs and cats. Launched in Spring 2009, the product line developed with licensees Ethical Products, Inc., Bow Wow Pet and the oneCARE Company includes toys, feeding accessories, bedding, grooming tools, shampoos, waste management products and stain and odor removers and is available at major retail locations including Kmart, Meijer, Safeway, SuperValu and HEB, among others.
Stanley recently launched products, including GXi's Stanley pressure washers, at HomeDepot.com, Sears and Canadian Tire, and commercial lawn mowers and generators at Sears and Northern Tool. Alton's Stanley wet/dry vacuums have launched at Menards, ACE Hardware, Walmart.com and Target.com. Additionally, longtime licensee Magla has secured placement with its award-winning line of work gloves at major home centers, hardware and mass retailers. Other new licensed products include work socks distributed by Leg Apparel, work wear by Mid-West Garment and entry doors by Dusco Doors, scheduled to launch in 2011. Beanstalk is actively pursuing a number of new categories including windows and paint applicators.
In Europe, the Stanley licensing program introduced a range of Stanley garden tools, including pitch forks, trowels and shovels with Licensee IMS and has secured retail distribution with Wilkinsons in the U.K., with plans for further European expansion in 2010. New licensee Lemaitre Securite successfully launched Stanley safety footwear, while Lavorwash launched a range of Stanley workshop vacuum cleaners at the Cologne Hardware Fair in March. Pinnacle Products International, Inc. plans to launch jobsite heaters into the European market for Autumn/Winter 2010-2011. Additional Stanley licensed products for Europe include children’s construction toys from Sambro International and lighting and power products from SDG.
In 2010, new U.S. Army licensed products, such as watches, eyewear, camping accessories, knives, grilling accessories, temporary tattoos, and picnic baskets, will be introduced. In addition, Tippmann Sports' newest U.S. Army paintball marker, Carver One, debuted at approximately 1,300 Walmart locations in 2010. In 2009, Best-Lock secured placement for three U.S. Army construction toy kit SKUs at Toys “R” Us with additional Army designs in development. Licensees for t-shirts, mugs, wallets, and throw blankets successfully gained placement at Cracker Barrel in Q4 2009. Beanstalk is actively pursuing a number of new categories, including domestics, hardware and activewear.
Additionally, Beanstalk will be assisting with the launch of Carmen Electra’s new line of sensual lifestyle products at Spencer Gifts, and is working with Real Housewives of New York City star LuAnn De Lesseps “The Countess” to extend her brand into soft goods, bath, kitchen and women’s accessories.