October 3, 2011, New York, NY., – Beanstalk, a leading brand licensing agency and consultancy, today announced a new partnership between its client, U.S. Army, and EB Excalibur, a division of EB Brands, to develop U.S. Army branded remote control land and air vehicles to be featured at J.C. Penney locations and other leading retailers. The line leverages EB Excalibur’s cutting edge remote control technology in vehicles including the Advanced Attack RC Chopper, Combat Chopper, Humvee, Troop Transporter Helicopter, Gemini, Sky Runner, Land Air Squadron and Micro Rig Fueler. Available at mass merchandisers, toy specialty retailers, e-commerce, department stores, wholesale club stores and sporting goods stores beginning October 2011, the toys will bring the experience and authenticity of the U.S. Army to children and families in advance of the 2011 holiday season.
“Through our Trademark Licensing Program we continue to explore ways for the U.S. Army brand to create authentic experiences for younger generations of consumers,” said Paul Jensen, Director, U.S. Army Trademark Licensing. “As a core value of our brand, innovation and technology are elements that were extremely important to communicate through this licensing program.”
EB Excalibur, Inc. a division of EB Brands, designs and markets board games, electronic games, remote controlled vehicles, educational products, and home and office accessories.
“We’ve leveraged the U.S. Army logo and the brand attributes it carries to offer the highest level of durability and dependability to remote control enthusiasts and children,” said Shane Samole, President, EB Excalibur. “The combination of the U.S. Army’s brand and EB Excalibur’s technology will create an exciting and authentic play-time experience.”
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.
About EB Brands
EB Brands is headquartered in Yonkers, NY, with offices in New York City, Miami, Hazelton, Pennsylvania, Birmingham, England and Hong Kong. Across multiple divisions, EB designs, develops and manufactures innovative products for wholesale distribution. Many of its most successful lines are based on internationally recognized internal and licensed brands. Sold in over 70 countries, the company's products include men's and ladies' gifts, fitness products, travel accessories, electronics, toys, and games.