Licensing top of mind with retailers, vendors at SHOPA - School and Home Office Products Association gathering

Discount Store News, Dec 9, 1996 by Laura Liebeck

DALLAS - When kids of the '90s look back on their school days, a licensed character will probably be part of the recollection.

Along with some notable new product introductions forwarded at last month's School and Home Office Products Association show, licensing made the biggest impact on attendees. Characters from Toy Story, Space Jam, 101 Dalmatians, Star Wars and Batman joined such properties as Harley Davidson, Goosebumps, Disney and the major sports franchises on school supplies as diverse as book covers, binders and backpacks.

While licensing can provide retailers with premium-priced goods, the wide availability of licensed goods creates an environment of sameness for retailers, one many are working hard to avoid.

During a seminar on licensing hosted by Discount Store News, Ames vp, gmm Dave Covitz and Hills buyer Nora Cline, expressed a growing interest in forwarding unique marketing and merchandising programs at store level to create a point of difference for their chains. Cline said she looks for account-specific promotions and suggested prize giveaways. She also is interested in exclusive product. Covitz said bulk displays stocked with assorted products help make a greater impact on customers, helping the retailer create an individual statement. Both retailers demand well articulated programs that are age appropriate and supported with sharp marketing programs.

Other panelists included Tom Weiner, director of kids non-apparel, NFL Properties, and licensing consultant Gary Caplan, president of Gary Caplan Inc.

The panel discussion, held Nov. 16, covered a broad range of licensing topics, including evaluating the merits of a license, overcoming the price differential of licensed vs. basic merchandise and unique licensed programs. Panelists were emphatic about evaluating a license to be sure it will help drive the business. "Don't resort to label slapping," said Caplan. "A good license can enhance a really good product but it can't enhance a poor product. It comes down to execution." Weiner said before the NFL accepts a license, it looks at whether the license makes sense, the distribution potential of the company making the proposal and whether or not the firm is a category leader.

This year's SHOPA Show, held Nov. 14 to 16 at the Dallas Convention Center, was a showcase of product for today's modern student that included a plethora of licensed goods, computer accessories and organizational products for busy schedules.

For SHOPA organizers, the show was a resounding success. Although final attendance numbers are not yet available, preshow registration was up 20% from a year ago. Some show exhibitors said they wrote business; a number of retailers said they needed more time to walk the aisles.

They'll get their wish. Next year' show, scheduled for Nov. 19 to 22 in Atlanta, will be four days long.

Among the many new products on display were: * Dayrunner Home Manager Organizer, a 22-sku line of home organizing products to mount either on a wall or hang on the refrigerator; * Pop-Up Tape Strip by 3M, a line of pre-cut tape and dispensers; * Learning Horizons by American Greetings, a full line (proposed of educational products such as workbooks, science kits and flash cards; * New Expressions media storage and computer accessories by Rubbermaid, also new: Document Holder, which look like a pair of lips; * Prang Fun Pro soybean oil-based crayons by Dixon Ticonderoga, also featuring new packaging; * Printertainment Software and Avery Wizard by Avery-Dennison, computer-based programs to create stickers and kids' stationery products; * Soft-sided EVA foam covers for portfolios, binders and planners by Stuart Hall; * Computer laser stationery by Mead, plus computer accessories, media storage units and organizational products; * Crayola Color Collection Gift Set by Crayola and a new packaging program; * Brain Stuff by Elmer's, 18 fun/learning products for kids in the areas of organization, necessary school items and computer supplies like Mouse Race Trax, expandable computer mouse pad; * Biologic by Norcom, four-color color photos of chemical elements such as carbon, for a line of binders and notebooks; * Credit-card size electronic speller with data ban Franklin Electronic Publishers * Manco's Envelop Sealer and Glue Stik for Kids; * Dilbert accessories from Curtis Computer Products; * InfoPocket by Esselte, a hanging folder with a built-in pocket for filing computer disks and business cards; * At-A-Glance (formerly known as Keith Clark) organizers under license with the Seven Habits of Highly Effective People, WB Sports and Brain Quest, plus a customized organizer line for personal and professional use called Essentials.