As Licensing Show asks, what's in a name, studios respond loudest

DSN Retailing Today, July 11, 2005 by Doug Desjardins

NEW YORK CITY -- More than 500 exhibitors were on the floor of the 2005 International Licensing Show last month promoting brands ranging from John Deere to Miffy. But it was movie properties like "Superman Returns" that generated the biggest buzz.

A crowd of 23,000 people packed the Jacob Javits Center in New York City for the June 21-23 show, a 15% increase over last year. And as usual, the major players in licensing used it to promote their new properties for 2006 and beyond.

Warner Bros. Consumer Products made its big push for "Superman Returns," a summer 2006 release featuring Kevin Spacey as Lex Luthor and newcomer Brandon Routh in the title role. Warner executives said interest in "Superman Returns" was higher than expected due to the box office returns of its new film "Batman Begins," which opened a week before the show.

"Because of the success of "Batman Begins" there's been a lot more competition among licensees for Superman," said Kelly Gilmore, senior vp of global toys and themed-entertainment for Warner. The studio already has Mattel on board as the master toy licensee.

Disney Consumer Products said it expects sales of Disney product to reach $21 billion worldwide in 2005 compared to $18 billion in 2004. During a June 21 press conference, DCP chairman Andy Mooney said the main sales driver should be product from its Disney Princess line, with sales expected to increase 40% to $3 billion in 2005. "We believe Disney Princess will become the No. 1 girl's franchise by the end of 2006," said Mooney.

Disney was also busy promoting its two sequels to "Pirates of the Caribbean" and said the franchise has the potential to become its top sales driver for product that targets boys ages 2 to 11.

Fast food king McDonald's used the show to sign a deal with DIC Entertainment making it McDonald's worldwide licensing agent. The two companies will team up to introduce a new line of McKids bikes and skateboards this fall along with apparel that bears vintage McDonald's slogans and logos.

And Mattel announced that it would launch a live stage show called "Barbie Live in Fairytopia" in spring 2006. The show will be staged in 80 cities across North America and Mattel executives said they're in discussions with major retailers interested in using live shows as promotional vehicles.

At the show, the Licensing Industry Merchandisers Association announced that licensing revenue totaled $5.85 billion in 2005, a 0.7% increase over the previous year.

LIMA president Chales Rialto said any increase was welcome, given the fact toy sales were flat, and said sales in 2005 are expected to inch up as well.