LIMA honors Hot Topic as Retailer of the Year - Licensing Industry Merchandiser's Association

DSN Retailing Today, June 23, 2003 by Emily Scardino

NEW YORK -- There were some shoo-ins and surprise winners at the 2003 LIMA Gala and 19th Annual International Licensing Excellence Awards, held at the Sheraton New York Hotel and Towers on June 11th. Members of the International Licensing Industry Merchandiser's Association (LIMA) selected the nominees and chairman Neil Friedman served as emcee.

Though Wal-Mart was nominated for two awards in the Best Retailer of the Year category--for mary-kate-and ashley and for Spider-Man the Movie properties-it was Hot Topic that took top honors for its success with Nickelodeon's SpongeBob SquarePants merchandise.

"Who would have thought that we could sell SpongeBob SquarePants next to Metallica merchandise and bondage pants?" said Cynthia Levitt, vp-gmm at Hot Topic, the alternative mall-based teen retailer that has been experiencing some very mainstream success. Briefly Stated Inc. won Best Entertainment Licensee of the Year, Soft Goods for its SpongeBob men's and boys' underwear, ties and sleepwear, and women's and girls' sleepwear and daywear.

In terms of top licenses, Spider-Man The Movie, cast a wide web, as expected, and captured four awards--the most of any property--including Overall Best License of the Year. Executives Al Ovadia from Sony and Russ Brown from Marvel Entertainment made frequent trips to the podium thanks to their success with Spidey. In addition, Spider-Man Classic received several kudos, but it was the film property that really cleaned up.

This entertainment franchise has reassured retailers that hit films can translate into economically viable merchandising programs. Buyers from Mervyn's to Spencer Gifts attended the Licensing 2003 trade show, and there was heightened interest in licensing from domestic retailers. In light of this, there was a strong emphasis on properties that were hits in the United States, with only Copyright Promotions Licensing Group winning an award for International Licensing Agency of the Year for its 2002 FIFA World Cup program.

Properties including American Greeting's Care Bears and Daimler Chrysler's Jeep programs, both represented by The Joester Loria Group, received multiple nominations and honors. Marcolin USA Inc. won Best Corporate Licensee of the Year, Soft Goods for its CoverGirl-licensed eyewear and sunglasses--an innovative brand extension for the beauty care company.

The format of the awards ceremony itself was changed for the better, according to those in attendance. While in previous years the audience was seated in an auditorium for the duration of the award presentation, this time around nominees and others in the industry were seated at tables and served dinner while honors were bestowed simultaneously. There was an improved turnout as well, reflecting increased show attendance.

Traditional aspects of the awards remained, including two new Murray Altchuler Licensing Industry Hall of Fame Honorees who joined a roster including Walt Disney. Grand dame Lois Sloane joking called herself the "tchotchke queen" for helping build the classic gift market with Gone With the Wind and The Wizard of Oz collectibles. Retired veteran Beverly Cannady started Mattel's licensing program in 1980, launching He-Man and Barbie, and headed Warner Bros. Consumer Products' (WBCP) Batman licensing program.

WBCP celebrates its 20th anniversary this year, and Barbie has become a powerhouse from FAQ to Target, 1)0th proof that licensed product has evolved from an add-on to a standby.