The Beanstalk Group, the World’s Leading Brand Licensing Agency, Announces New Client Wins and Major Program Initiatives at Licensing International Expo
June 2, 2009, Las Vegas, NV., MANDALAY BAY CONVENTION CENTER, BOOTH 1646., — The Beanstalk Group, the world’s leading brand licensing agency and consultancy, today celebrated another successful year of achievement and growth, with the addition of five exciting brands to its impressive client roster including HGTV, Lee Cooper, Airheads, and Janet Reger, as well as the launch of several groundbreaking brand and product extensions for its existing clients. Building upon this momentum, Beanstalk has expanded its global reach with the opening of a Hong Kong office, under the direction of Josephine Law, as well as strategic commercial representation agreements in Latin America with licensing agencies Keystone Marketing for Brazil, Argentina and Chile, and Compañia Panamericana de Licencias (CPL) handling the rest of Central and South America, including Mexico.
“Despite the general economic climate, Beanstalk is off to a great year as we experience growth for many of our clients’ brands in the U.S. and abroad,” said Michael Stone, CEO and President of Beanstalk. “With the recent opening of our Hong Kong office, our new Latin America initiative as well as our longstanding London office, we look forward to developing uniquely focused strategies on behalf of our client brands in order to reach entirely new audiences.”
Beanstalk also continues to grow its Brand Acquisitions division created to assist consumer product manufacturers in identifying and licensing strategic properties for competitive advantage, as well as build its Consulting discipline providing newcomers to licensing with licensing feasibility studies and program assessment and optimization analyses for companies with existing licensing programs. New Brands Joining The Beanstalk Group:
The Airheads brand, the irreverent and “out-of-control” fruit flavored taffy bars, has selected Beanstalk to expand its brand into related food and lifestyle products. Owned by Perfetti Van Melle, the third largest confectionery manufacturer in the world, Airheads has been one of the best loved non-chocolate candies for over 21 years. The licensing program will leverage Airheads’ unique flavor profile, iconic logo, bold graphics and “Balloon Guy” character that consumers have come to love.
Beanstalk is developing a comprehensive home and garden licensing initiative for HGTV, the number one shelter content television and online network. The program, which will launch in 2010, will encompass a broad range of home and garden categories, and Beanstalk is currently seeking best-in-category partners in categories such as windows and doors, wall coverings, window treatments, storage and organization, mattresses, flooring, roofing, paint and RTA furniture, among others.
Lee Cooper, the authentic English denim lifestyle brand founded in 1908, has partnered with The Beanstalk Group to develop its international licensing program. Beanstalk’s initial focus will be to assist Lee Cooper in developing its apparel and denim lifestyle business in Russia, Poland and the Baltic States.
Beanstalk is collaborating with Janet Reger, the first name in designer lingerie in the UK, to further develop the iconic brand and capture new audiences and markets. Beanstalk is working with Aliza Reger, the daughter of the designer, to extend its brand into a variety of lifestyle categories including health and beauty, loungewear, plus-size lingerie and resortwear.
Brand Growth Initiatives from The Beanstalk Group: In 2009, the award-winning AT&T licensing program launched a new range of corded and cordless telephones from licensee VTech. New products include high-quality basic telephones through to the latest digital DECT 6.0 handset bundles featuring Bluetooth capabilities, as well as AT&T branded cordless headsets and telephone answering systems. In addition, VTech will soon be featuring at retail the “Synapse”, a standalone telephone network that allows small businesses greater communication capabilities by adding up to 16 separate lines to a network of 50 telephone desk sets. Beanstalk is currently working with VTech to expand its distribution of AT&T products for the first time outside of North America to the Middle East and North Africa.
The Ford licensing program continues to grow with over 300 licensees across multiple categories including toys and collectibles, interactive, auto accessories, apparel and personal accessories, housewares, publishing, social expression, and gifts and novelties, among others. To spur growth in 2009 and beyond, Ford has developed two new design concepts: Pony Girl by Mustang, which targets the tween girl market; and Carachters Powered by Ford, which opens the door to children’s categories. Beanstalk also earned accolades with a nomination for Mustang as the 2009 LIMA Awards’ Best Corporate Brand Program of the Year, as well as a FiFi nomination for the Mustang fragrance. Beanstalk is currently prospecting in several categories, including gaming, tween apparel and accessories, children’s publishing, apparel, housewares and preschool toys.
In addition to the program’s success in the U.S. and Western Europe, Beanstalk is aggressively expanding the Ford licensing program internationally, into Central and South America, via Beanstalk’s new commercial representative relationships, and in East Asia through its new Hong Kong office. Ford has a strong presence in all of these markets, and the licensing program will leverage Ford’s rich history and well-known brands.
The Harley-Davidson European Youth Licensing Program has grown in 2009 with planned expansion in Australia and New Zealand. Key partner Contrast’s extensive collection of bedding, stationery and children’s apparel is available through major retailers across Northern Europe and Scandinavia. Contrast has also developed a limited edition apparel collection which is available exclusively through Harley-Davidson dealers.
The Jack Daniel’s European licensing program continues its strong performance with barbecue sauces by Baxters Food Group, giftware by Poolebeck and apparel by Bravado. In 2009, Beanstalk will focus on consolidation and extension of distribution in mainland Europe and program development in South Africa.
In Europe, the Jaguar brand launched a new Performancewear collection by apparel licensee Waalwear in key markets this year. The collection evokes luxury, design and refinement, and is inspired by the true-racing heart of Jaguar cars. Following the success of last year’s Jaguar Prestige Fragrance, a limited edition fragrance, Jaguar Classic Black, was launched in Spring 2009. Jaguar Classic Black is an expressive, emphatically masculine fragrance that perfectly unites freshness and sensuousness. In addition, Aquila Brands, the writing instruments licensee, is preparing to launch the Jaguar Fusion line in June 2009. This new collection is characterized by a functional sporty design with a carbon fiber barrel.
Beanstalk is developing a unique and comprehensive line of products targeted to African-Americans for Johnson Publishing Company (JPC), the world’s largest African-American-owned-and-operated publishing company. Specifically, Beanstalk will develop and coordinate brand extension programs for JPC’s distinctive magazines, Ebony and Jet, as well as its Fashion Fair Cosmetics label, in order to increase the brands’ exposure and retail footprint. Beanstalk will leverage the heritage and multi-media platform of the JPC brands to create a lifestyle program targeted to African-Americans in categories ranging from fashion to home to entertainment. The program will allow long-time fans of Ebony, Jet and Fashion Fair to experience the brands in a fresh, contemporary way, while also introducing the brands to new consumers.
The Land Rover brand launched its premium collection of Range Rover eyewear including sunglasses and ophthalmic eyewear by Logo Group. Land Rover Gear continues to grow its Land Rover apparel, outerwear and accessories business through its network of Land Rover retail stores. Licensee 2x2 LTD unveiled its 2009 range of Land Rover bikes to be distributed in the UK and Ireland, while Land Rover folding bikes, made by Japanese licensee Belief, will be expanding distribution in Korea. Land Rover folding bikes and road bikes are currently the best-selling SKUs in the Japanese market.
Beanstalk continues to build the Paris Hilton program worldwide, with the expansion of The Paris Hilton Footwear Collection into additional Macy’s stores as well as an introduction at Von Maur in Spring 2009, the worldwide launch of Paris Hilton scrapbooking and DIY craft kits by Wooky, the addition of licensee Contrast to produce Paris Hilton bedding, and a Spring/Summer 2010 introduction of Paris Hilton lingerie and beachwear by Le Bonitas. In addition, the Paris Hilton European fashion apparel and accessories line, manufactured by Diciotto, has expanded its retail presence throughout Europe with the recent launch at El Corte Inglés Madrid, Barcelona and Valencia. In the coming months, additional stores and shop-in-shops are scheduled to launch in the most prestigious capitals of Europe and the Middle East. Diciotto has also built a dedicated Paris Hilton virtual boutique at www.parishiltoncollection.com that extends the experience of the Paris Hilton brand.
Beanstalk is working to create brand extensions for Procter & Gamble brands Pampers, Always and Max Factor. For Pampers, Beanstalk is developing a broad range of products across key baby categories under the Pampers brand, with initial products in market starting in early 2010 at food, drug and mass channels. The Always licensing program will capitalize on the brand’s existing personal connection with women by delivering products that speak to them with modern positioning and a personal voice. Categories for licensing include intimate hygiene, intimate health and hair removal. Beanstalk is currently working with Max Factor to develop a licensing program which will support the core brand in stores and promote the new fashion initiative of the Max Factor brand across Europe. Beanstalk is in final negotiations with licensing partners for cosmetic tools and cosmetic bags. Other categories for expansion include publishing, eyewear and lenses.
Purina, one of the most trusted and recognized brands in pet care, is launching a line of pet accessories for dogs and cats. The new product line, developed with licensees Ethical Products, Inc., Bow Wow Pet and the oneCARE Company, includes toys, feeding accessories, bedding, shampoos, conditioners, pet hair removers, and stain and odor removers, which will be followed by leashes and collars and non-electric grooming accessories. The Purina line of pet care accessories are uniquely pet-centered—designed with the pet in mind. The combination of Purina’s 80 years of experience in the pet care industry and its licensees’ leading manufacturing and strong distribution capabilities has produced a best-in-class line of products. The line will be available at a variety of retailers in the mass and grocery channels beginning in Summer 2009.
The Stanley Works licensing program continues to be the most comprehensive and successful licensing program in the tool and hardware industry. In 2008 and beyond, Beanstalk expanded the program with the addition of five new licensees to manufacture outdoor power equipment, tape and adhesives, wet/dry vacuums, work socks, 12 volt accessories, work lights and pool cleaning accessories. In Spring 2009, work lights debuted at Walmart and Lowe’s, while wet/dry vacuums launched at Meijer with the expansion into Menards for Father’s Day. The remaining new licensed categories are slated to launch during the second half of 2009. In Europe, The Stanley Works launched its exciting new collection of performance workwear for the trade and consumer market which combines functionality and fashion, as well as comfort and style. Coming off the successful launch of the Stanley outdoor garden range in Australia and New Zealand, licensee IMS, announced the expansion into the European market, with UK and France being their primary targets. Through licensing, Beanstalk has helped Stanley strengthen its image among professionals and do-it-yourself enthusiasts, expand into new categories, and reinforce the brand’s authority in the hardware category. Current categories open for licensing include paint accessories, lawn and garden tools, and windows.
The U.S. Army licensing program expanded its retail presence with the launch of men’s outerwear, manufactured by All American Apparel, sold exclusively at Sears. As a result of its immediate success, the collection, including vintage-inspired bomber jackets, t-shirts and pants, will expand to include t-shirts and shorts, to be available for Spring 2009. Elegant USA also joined the U.S. Army program with the addition of automotive accessories including steering wheel covers, seat covers, floor mats, window graphics, air fresheners and travel mugs. The U.S. Army auto accessory pallet display launched at approximately 1,200 Walmart stores in May. In addition, the U.S. Army’s toy partner, RHIP Toyz, launched a collection of military action figures at Target and Toys R’ Us. Beanstalk is currently prospecting in additional categories including gift and novelty, personal accessories, camping, energy drinks, toys, and interactive.
This year, Beanstalk announced an innovative collaboration between Vespa and adidas Originals with the introduction of the first adidas Originals Vespa collection found globally in adidas Originals stores and select leading retailers around the world. Various footwear highlights, such as the 1950s-inspired sneaker Vespa Gran Lusso, capture the classic Vespa scooter details and a true spirit of nostalgia. A range of classic polo shirts, t-shirts and jackets also complement the Vespa collection. Results thus far have exceeded expectations. This collaboration represents the first strategic step towards developing Vespa into a leading global lifestyle brand.
Beanstalk is working with World Wildlife Fund to create a range of products that are considerate of the environment and offer consumers better everyday choices. The program will be launching with a classic toys and games collection from Merchant Ambassador including connect four, Chinese checkers and brain benders. All games are FSC certified (Forest Stewardship Council certified), use non-toxic paints and feature animal themes. In addition, licensee Trends International is developing posters, calendars, journals and bookmarks. Products are expected to debut in Fall 2009. Additional categories available include apparel, home accessories, personal accessories, food, school supplies, and toys and games. The licensing program will support WWF’s position as a leader in conservation to create a brand that will provide consumers with access to authentic, trusted products.
To learn more about The Beanstalk Group or its clients, visit The Beanstalk Group’s 2009 Licensing International Expo exhibit at Booth No. 1646.