Sony takes a giant step in worldwide promotions

Discount Store News, July 21, 1997 by Robert Scally

Hollywood is increasingly taking its licensing efforts worldwide. Meanwhile corporations are increasingly viewing their brand names as licensable products that can create new profit centers.

Sony Signatures Film and Television has reorganized its international agents structure, naming The Copyright Promotions Licensing Group as its primary agent in Europe and Marketing Entertainment as its Asian agent.

Sony made the move because of the interest being generated by its recent theatrical release of "Men in Black," the upcoming science fiction monster movie "Godzilla" and "Extreme Ghostbusters."

The new structure will enable Sony Signatures to use a more centralized and cohesive sales plan.

The effort will be overseen from Sony Signatures' Los Angeles office by Peter Dang, executive vp of worldwide licensing, merchandising and consumer products, and by Lisa Storms, director of international sales. Supervision will be handled by managing directors located on each continent.

Copyright Promotions is Europe's largest licensing company. Marketing Entertainment is one of Asia's top licensing firms with offices in Hong Kong, China, Thailand, Indonesia, the Philippines and Taiwan.

"With us undertaking potentially the largest franchise property in our History with Godzilla, now is the ideal time to strengthen our international forces," Dang said. "By utilizing one primary agency in most countries, Copyright Promotions in Europe and Marketing Entertainment in Asia, we intend to maximize results with the most efficient use of our resources."

Storms said that the restructuring is vital because it allows Sony Signatures to exercise more strategic control.

"And that's important given the fact we have such significant film and television properties which we will be looking to support in the coming months." Storms said.

Sony Signatures is also leading the pack in the development of licensing for musical acts.

Sony Signatures' music stable includes The Beatles, Kiss, the artist formerly known as Prince, Celine Dion, Gloria Estefan and a number of leading country music artists such as LeAnn Rimes and Alan Jackson.

Some entertainment industry licenses are sought after with a purple passion.

The licensing roster for Barney, the big purple dinosaur, has recently been expanded, adding nine new licensees to the more than 40 firms that already have rights to make Barney products.

New Barney licensees include Cap Toys, Danawares, ERO, Franco Manufacturing, Kel-Gar, Mello Smello, Sara Lee Knit Products, United Ad Label and Zak Designs.

While purple dinosaurs may be popular for marketers of children's goods, others are thinking pink.

MGM Consumer Products is expanding its licensing efforts for the Pink Panther that includes a new logo and updated artwork.

Even corporate America wants to get in on the expanding market for licensing by putting its marks on just about anything it can get its brands on.

The presence of large corporations such as an Anheuser-Busch was another of the trends at this year's Licensing International 97 show that took place in New York last month.

The Campbell Soup Co., a major exhibitor at the licensing show, is taking the licensing of its corporate trademark to new areas, even blurring the line between commerce and art the way pop artist Andy Warhol mixed art nearly 40 years ago with his paintings featured on Campbell's tomato soup cans.

Campbell has signed up three licensees for its Warhol line, and none of the products are exactly what one would call high art, although the late Warhol might have been pleased.

Campbell has signed on Classico San Francisco (to make Warhol-inspired postcards and magnets), The Hilasal Co. of Miami (to produce Warhol printed beach towels) and Museum Masters International of New York (to make 100% wool machinewoven carpets, area rugs and wall hangings).

For its main brand, Campbell Soup has more than 45 licensees that produce everything from wrist watches and porcelain dolls to personal computer mouse pads.

Automobile companies have been among the pioneers of licensing, not only of products that contain their nameplates and trade names of various automobiles, but also in the sponsorship of auto racing.

Chevrolet Motor Division has licensed the Chevy name plate and classic bow tie logo for products ranging from toy cars, apparel, collectable plates and clocks, stadium chairs, tools, speed boats and even vacuum cleaners.

Chevy's licensing program reportedly spans more than 50 categories of goods and is one of the best-selling licenses worldwide.