October 3, 2011, New York, NY., – Beanstalk, a leading global brand licensing agency and consultancy, today announced that its client, U.S. Army, and Best-Lock Group Ltd., will create a new line of U.S. Army-branded construction toys. Originally launched in 2009, it is the only line of military themed construction toys in the marketplace, and with the introduction 12 new SKUs, the line will now include 120, 160, 225 and 500-piece construction toy sets. The line features Best-Lock’s superb building blocks technology, allowing children to use their vast imagination to build replica U.S. Army vehicles and soldiers. Officially in stores in September 2011, the new line is currently available at Dollar General, Family Dollar, Rite Aid, Mid States Stores, Walgreens, Target and other leading retailers, with distribution set to expand in 2012 throughout mass market retailers, specialty toy stores, department stores, club stores and online.
"The partnership with Best-Lock has enabled the U.S. Army to communicate its core brand values of strength, courage and loyalty while increasing touch points with both parents and children," said Paul Jensen, Director, U.S. Army Trademark Licensing "The sustained success of our partnership is indicative of the fact that the U.S. Army brand resonates more than ever across generations particularly with parents who seek like-minded qualities in the toys they purchase for their children."
Best-Lock Construction Toys is a private manufacturer and marketer of Best-Lock building blocks.
"We could not be more excited about extending our relationship with the U.S. Army," said Torsten Geller, President, Best-Lock "The line has already been well received in the marketplace by both consumers and retailers and using past success as a barometer, we anticipate that the favorable reception will only continue."
About the U.S. Army Licensing Program
The U.S. Army administers the development and distribution of quality consumer products that build positive brand awareness for the U.S. Army and provides extensive brand impressions across consumer retail locations and media platforms. U.S. Army trademarks, logos and insignia are registered and federally protected. All U.S. Army trademarks, logos, and insignia must be used under permission via an official license agreement with the Department of the Army. By federal law, licensing fees paid to the U.S. Army for the use of its trademarks provide support to the U.S. Army Trademark Licensing Program, and net licensing revenue is devoted to U.S. Army Morale, Welfare, and Recreation programs.
Beanstalk, a global brand licensing agency and consultancy, extends brands through the strategic and creative development of licensed products. The company works with blue-chip brands and other high-profile clients to leverage licensing as a strategic tool to enhance brand awareness, increase consumer touch-points, and generate revenue. Beanstalk also offers a breadth of additional licensing services including direct-to-retail program management, license acquisition for manufacturers, celebrity/expert talent management, and TransAct™ customized legal and financial services.
Beanstalk is the licensing agency of record for over 50 world-class brands and has developed thousands of brand extensions in every major product category, resulting in nearly $2.3 billion in retail sales in 2010 alone. The company is headquartered in New York, with offices in London, Los Angeles, Atlanta, Miami, and Hong Kong, and affiliates throughout the world. For more information, please visit www.beanstalk.com.
Beanstalk is a part of Omnicom Group Inc. Diversified Agency Services (NYSE: OMC). Omnicom (www.omnicomgroup.com) is a leading global marketing and corporate communications company.