Licensing bull's eyes: Exclusives - Children's - children's clothing licensing agreements

DSN Retailing Today, Feb 11, 2002

And Kmart, Wal-Mart and a host of vendors are getting into the spirit of ... "Spirit, Stallion of the Cimarron' the Dreamworks release hitting theaters this summer. The reason: it's girls-oriented, where many film properties are not. It also has some longterm equity going for it, since it's about horses.

"The fact that the character is a wild mustang and girls have always shown a strong affinity for horses at retail, and in our focus groups, should make it a strong performer," says Brad Globe, head of Dreamworks Consumer Products.

"Spirit, Stallion of the Cimarron" is being interpreted with the still-popular Western fashion influence--horse screened jeans were best sellers at Limited Too in 2001.

Horses are a perennial favorite, like ballerinas, with little girls. Meanwhile, monsters and their ilk consistently appeal to boys. "Butt Ugly Martians," a British TV import, is proving to have a certain Teenage Mutant Ninja Turtles-esque appeal, and a "huge" apparel program, under Universal's direction, is planned, adds Rothwell.

This same reasoning has helped make Jurassic Park a perpetual boys franchise--it's about the dinosaurs, with an added push from sequels.

"We saw better apparel sales with 'Jurassic Park III' than with one" says Carolyn Foreman, vice president of soft lines at Universal Studios.

If many of these movie titles evoke a sense of deja vu, it's because many of the most attractive new movies, from a consumer products standpoint, are based upon proven standbys.

Even the much-maligned Star Wars property is getting positive attention.

"We are thrilled to be working on the next Star Wars movie, entitled 'Star Wars Episode II: Attack of the Clones,'" says Dudley Gentry, director of kid's marketing for Hanes Underwear. "This is our first opportunity to work on the new Star Wars series, and we are very upbeat about the potential of the film."

Films based on successful TV cartoons are likewise expected to further the impact of successful pre-existing programs. "[Cartoon Network's] Powerpuff Girls remains one of the leaders in this segment," says Chehebar.

Powerpuff T-shirts were the only girls-oriented licensed items that weren't soft outside of Kmart's exclusive programs.

Warner Bros.' Scooby-Doo is "continuing to exceed expectation," according to Sam Haddad, president of Haddad Apparel. Fruit of the Loom's vice president of global licensing Tom Witthuhn concurs.

This summer, Warner Bros. introduces a whole new computer generated image (CGI) Scooby-Doo character in its otherwise live-action flick. Apparel, footwear and accessories will feature COT, as well as traditional cartoon graphics of the dog detective on product currently hitting shelves. Sony is giving Spider-Man a sleek new CGI look as well--also to feature both renderings at retail. Vendors, including Marci Ranger, director of children's wear for Buster Brown Co., points out, "Both properties are already top sellers." CGI renderings may, however, appeal to a new audience that's more video game than comic book oriented.