Sunbeam supports its powerful brands in major licensing initiative

DSN Retailing Today, August 7, 2000

As Nicole Melau, director of licensing for Sunbeam, points out, "The Sunbeam brand is No. 1 in heating pads, hot-and-cold therapy and body massagers." Sunbeam, which also includes the dominant Health-o-Meter scales, is also planning to add heart-rate and glucose monitors, as well as home-health aids, spa items, bandages and water filtration systems.

In many outdoor items, the Coleman brand perfectly integrates with Sunbeam and Sunbeam GrillMaster. Already established in such categories as coolers, camping stoves, camping furniture, lanterns, sleeping bags and accessories, Mitchell says, "We're looking to get more involved in every aspect of outdoor and backyard activity. Core products soon to launch include backyard patio systems, furnishings and heaters. We'll license products that will accessorize the backyard," he says.

On the licensed front, Coleman is partnering with Globe-Pequot Press to publish how-to-camp and where-to-camp books. Among other categories in the offing are apparel, bags and backpacks (Yak Pak) as well as leather belts and accessories (Bates). "We are looking to turn Coleman into a full-fledged lifestyle brand through licensing," says Mitchell, who adds that there are already 16 free-standing Coleman outlet stores to provide additional retail exposure.

Among the current Coleman brand partners are Wireless Marketing Corp. (two-way family radios), Amerex (men's apparel), Fleetwood (folding camp trailers), Pelican (canoes, kayaks, fishing boats and pedal boats), Pure Fishing Co. (fishing equipment), Polyconcepts (CD players, stereos and other electronics) and York (air conditioners), among many others.

With First Alert, the leader (95% awareness) in home safety, Melau points out that Sunbeam is extending the brand into categories associated with home safety and early detection, including security cameras and monitors, as well as infrared lighting.

Sunbeam is committed to supporting its licensees and retailers to exploit synergies in the marketplace. The position of VP of Licensing Sales at the company coordinates licensees with the in-house sales force and with manufacturers' representatives. Knowing exactly what is coming down the pipe, Sunbeam is able to use its leverage, make joint sales calls, help with in-store placement, and always ensure a cohesive story at retail. In addition, Sunbeam's licensing division offers licensees booth space and exposure at trade shows, along with opportunities for inclusion in coordinated advertising programs.