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

DSN Retailing Today, Feb 11, 2002

"Developing style guides that reflect the new film art, as well as the classic character art, was challenging, but necessary to make programs even better," says Al Ovadia, executive vice president for Sony Pictures Consumer Products.

Many style guides also reflect Americana, a trend well before Sept. 11, pushing the envelope on Old Glory.

Hasbro's G.I. Joe and Fisher-Price's Rescue Heroes, featuring all-American military and fire personnel, are prime examples of properties with the right elements along this vein.

"Rescue Heroes was an important property prior to 9/11 but it's become very important as a long-term property now," says Haddad.

Next fall's red, white and blue All-Star Barbie is another key example that fits with this trend. "The Americana trend is fashion, and fashion fits with the Barbie brand," notes Richard Dickson, senior vice president of worldwide girls' consumer products at Mattel's Barbie.

Wal-Mart's Main Street by Disney lends itself to this, as does "Spirit, Stallion of the Cimarron" with its Wild West theme.

"Our licensees are encouraged--and very good at--bringing all the trends into product," adds Lifford, regarding patriotic themes.

However, some feel they're on a sticky wicket in "going U.S.A." On one hand, there's consumer demand to have clothing that reflects their patriotism, but on the other, the industry has to make sure it doesn't appear to be capitalizing off of tragedy.

Generally, traditional product still has an audience, and things are looking brighter for this year. Chehebar notes bookings are up 30 percent for properties, including Mattel's Hot Wheels, Power Rangers, Barbie, Warner Bros.' properties and Disney's Pooh.

Freeze Apparel still does a hot business in Looney Tunes, with licensed apparel's archetype: T-shirts.

"In soft economic times, T-shirts always perform best, as they are relatively inexpensive impulse items," notes Kim Cauley, director of licensing at Freeze. Textured puff prints are a key update in children's T-shirts.

With lowered expectations, retailers are giving high marks to licensing. There may never be another Lion King, but Harry Potter's carefully orchestrated program has proven productive. Targeted licensing programs should continue hitting bulls' eyes through out the year.

2002 SOME SILVER-SCREEN SCENE
MAKERS

STUDIO             MOVIE                       RELEASE DATE

20TH CENTURY FOX   ICE AGE                     MARCH 15
DISNEY PICTURES    LILO & STITCH               JUNE
DREAMWORKS SKG     SPIRIT, STALLION
                   OF THE CIMARRON             MEMORIAL DAY
LUCASFILM LTD.     STAR WARS EPISODE IT
                   ATTACK OF THE CLONES        MAY 3
WARNER BROS.       SCOOBY-DOO                  JUNE 14
                   THE POWERPUFF GIRLS         JULY 3
                   HARRY POTTER AND THE
                   CHAMBER OF SECRETS          NOV. 15
SONY               SPIDER-MAN                  MAY 3
                   STUART LITTLE 2             JULY 19
UNIVERSAL STUDIOS  THE SCORPION KING           APRIL 19
                   E.T. THE EXTRA-TERRESTRIAL
                   (RE-RELEASE)                MARCH 22