Beanstalk Announces Exciting Client Signings, Substantial Program Initiatives and Expansion of Services Offering
June 12, 2012, Las Vegas, NV., (Mandalay Bay Convention Center, Booth 5163) – Beanstalk, a leading global brand licensing agency and consultancy, today celebrated another successful year of growth and innovation, with notable additions to its client roster, including American Honda Motor Co., Bigelow, Matthew Williamson and MovieStarPlanet, as well as the launch of several creative brand extensions for its existing world-class clients. The agency has also focused on the continued integration of sister Omnicom agency Nancy Bailey & Associates, resulting from the merger in late 2010, enabling both agencies to expand its knowledge base, depth of relationships and reach worldwide.
Committed to the expansion of its service offering, the agency appointed industry veteran Nell Roney as Senior Vice President, Brand Acquisitions early this year. The Brand Acquisitions department provides clients with an in-depth, strategic analysis of relevant licensing opportunities consistent with their goals and objectives, partnering best-in-class manufacturers and retailers with the most sought after brands, celebrities and entertainment properties.
Beanstalk also continues to grow its Auditing practice, offering property owners a personalized non-adversarial approach to royalty compliance. Leveraging its global presence and experience supporting some of the world’s most admired licensing programs, the agency assists brand owners in establishing and implementing an auditing program that improves not only royalty cash flow, but enhances the overall relationship between brand owner and licensee.
“This has been a very successful year for Beanstalk, filled with extraordinary opportunities for both our clients’ brands and the agency. Our goal has always been to grow with, and for, our clients, through innovation and collaboration,” said Michael Stone, President and CEO. “We continue to place great importance on creativity and unparalleled client service, fine-tuning our existing service offering, while expanding into new areas that allow us to strengthen our licensing expertise. The landscape of the industry is transforming and Beanstalk will continue to be at the forefront. We’re very excited about the next 18 months and what is in store for our agency and clients’ businesses.”
New Brands Joining Beanstalk:
Beanstalk is excited to announce the addition of Bigelow Tea to its world-class client roster. With over a billion cups of tea sold annually, Bigelow Tea is the #1 specialty tea brand in the U.S. Bigelow pioneered the specialty tea category 65 years ago with the goal of providing consumers with the best tasting cup of tea possible. Beanstalk will leverage Bigelow’s portfolio of over 50 unique and innovative seasonal flavor offerings to adjacent food and beverage categories, as well as the distinctive tea aromas to personal care and beauty products. Particular focus will be placed on its Green Tea flavor which continues to dominate at retail. Rich in antioxidants and polyphenols, Bigelow Green Tea products will provide consumers new ways to benefit from green tea’s health advantages.
American Honda Motor Co. has selected Beanstalk to develop, manage and optimize its U.S. licensing program for the Auto, Motorcycle and Parts Divisions. AHM develops, manufactures and markets products ranging from small general-purpose engines and scooters to specialty sports cars. Beanstalk will leverage AHM’s distinct nameplates and vintage marks (e.g., Honda, Acura, PowerSports, Motorcycle) to create lifestyle programs at retail, while optimizing existing licensee partners.
Beanstalk is working with celebrated British fashion designer, Matthew Williamson to help develop his brand’s international licensing program. The agency is focused on securing best-in-class licensing partners across a range of luxury lifestyle categories including fragrance, eyewear, footwear, luggage, homewares and childrenswear internationally.
A strong licensing program is under development with a number of soon to be announced key partners for digital property MovieStarPlanet, one of the fastest growing online games and social networks for tweens in the world. With 40 million users across eleven countries and plans for significant territorial expansion, the virtual world allows participants to create their own personalized MovieStar and explore movies, fashion, fame, friendship and community. Categories such as publishing, creative play and apparel will be integral to the licensing program as partners interpret MovieStarPlanet’s unique design DNA and brand equities. Licensed products will also be heavily supported within MovieStarPlanet, appearing virtually for users as well as being promoted online.
Brand Growth Initiatives from Beanstalk:
Owned by Perfetti Van Melle, the third largest confectionery manufacturer in the world, the Airheads licensing program continues to expand year over year. Currently in product categories including frozen novelty, beverages, apparel, gift and novelty and home décor, the program welcomed several new partners in 2012 including handbags with Nahui Olin and a variety of apparel, home goods, toys and gifts with online vendor Zazzle.com. Additionally, Popsicle© Airheads, launched in 2011 at retail, has been extremely well-received by retailers and consumers alike. With distribution at Walmart, Target, SuperValu, Kroger and Safeway, Popsicle© Airheads was the number three best-selling new product introduction in the entire frozen novelty category in 2011.
AT&T licensed products strategically complement its existing telecommunications services, with more than 200 SKUs including corded and cordless telephones, business telephony systems, mobile device accessories and children’s toys. In 2012, Beanstalk secured a partnership with Concept 101 for the launch of innovative AT&T branded electronics, including mobile device docking stations, Bluetooth headsets and speakers. Concept 101’s leading edge products will be distributed everywhere better consumer electronics are sold.
Beanstalk is focused on building a global licensing program that extends Chiquita, one of the world's most recognized food brands, to adjacent food and non-food categories that communicate the brand’s characteristics of high quality, convenience, freshness and health. In 2012, Rasta Imposta introduced the first ever licensed Chiquita banana costume to the Halloween industry in the U.S. and U.K. Beanstalk has also secured a partnership with Almar Sales International for Chiquita branded lip balms, lip glosses and nail polish. Launching in the U.S. in 2013, Chiquita beauty products will be available in several delicious flavors and scents, capitalizing on Chiquita's equity of great tasting tropical fruit. Complementing the program in the U.S., Beanstalk London is working with Chiquita to extend the brand to quality food extensions across Europe and the Middle East.
Coppertone, America’s #1 suncare brand, has been helping families embrace the sun for more than 60 years. The Coppertone licensing program continues to expand with new licensees that reinforce sun protection and fun in the sun. InnoVision launched its Coppertone and Sesame Street co-branded children’s headwear with UPF 50+ protection at Rite-Aid this summer. Coppertone sunglasses and sunreaders by Select-A-Vision debuted across Walmart stores nationwide, complementing the existing Coppertone lenses sold at Walmart vision centers. Beanstalk also secured a partnership with Jerry Leigh for Coppertone vintage tees that will leverage the iconic Little Girl and Dog logo and will be available later this year.
Beanstalk has built a successful program over the past two years, with world-class lifestyle and wedding authority, David Tutera. Key categories include bridal fashion, fine jewelry, watches, crafts and accessories. Beanstalk welcomes two new additions to the program - Fabric Traditions for a collection of David Tutera printed and woven wedding and social occasion fabrics to be launched in early 2013, and Antebi Footwear for a line of stylish, elegant and affordable bridal shoes. The footwear collection is expected to hit stores in November and will be premiered at MAGIC in August. Beanstalk will continue to expand David Tutera’s brand into additional categories such as men’s formalwear and stationery in the coming year.
HGTV, the country’s leading home and lifestyle television network, continues to translate the rich content, inspirational voice and great style that consumers love about the network to a host of licensed products. In 2012, Beanstalk secured partnerships in a number of categories to complement the brand’s existing home décor product lines - HGTV HOME by Sherwin-Williams, a line of interior and exterior paint, color, wallpaper and painting supplies sold exclusively at over 2,900 Sherwin-Williams stores, and HGTV HOME Flooring by Shaw, currently sold in over 600 independent flooring retailers. In 2012, the brand teamed up with horticulture experts Agricola Management Group to introduce the HGTV HOME Plant Collection available at over 350 garden retailers nationwide, and Bassett Furniture for a line of HGTV HOME Furniture Collection distributed at furniture stores and independent retailers nationwide, as well as HGTV HOME custom upholstery and accent furniture exclusively sold at the newly branded “HGTV HOME Design Centers, only at Bassett,” available Fall 2012. Other major launches this year include HGTV HOME Indoor Lighting with Elk Lighting and HGTV HOME Solar Lighting with Alpan Lighting Products. In 2013, HGTV HOME will continue program expansion by introducing a collection of HGTV HOME fabric, among other categories.
Nesquik, the #1 brand of flavored milk in the world continues to expand its licensing program into products consistent with the brand’s equity of making life fun and healthy, while providing joy and moments of satisfaction. Beanstalk is leveraging the strong appeal of the playful, youthful and likeable Nesquik Bunny in the apparel, accessories and housewares categories. Current products include T-shirts and lip balms available at various retail outlets including Target, Beall’s, FAO Schwartz and Claire’s. Launching later this year, Nesquik has partnered with Evriholder Products for a line of housewares including puzzle mugs, straws in the shape of eye glasses, and a chocolate fondue fountain with unique and tasty recipes for making Nesquik flavored dipping chocolate. On the digital front, several wallpapers and mobile apps featuring the Nesquik Bunny will be available later this year.
OLD BAY, the number one brand in seafood seasonings, announced the launch of OLD BAY Seasoned Frozen Crab Cakes from Crab Source, LLC. The line debuted at the 2012 Boston Seafood Show in March for industry professionals and fans to get the first bite. Capitalizing on the growth of the frozen seafood category as well as consumer demand for trusted and sophisticated flavor profiles, OLD BAY crab cakes will be offered in a variety of sizes and available in stores this Fall across the U.S. Beanstalk will continue to extend the OLD BAY seasoning experience and famously bold flavor into both food and non-food categories to reinforce the brand’s vision of becoming the definitive seafood flavoring brand in the U.S.
The Paris Hilton licensing program continues to expand with the launch of stylish products that reflect Paris’ fun-loving, fashion-forward and glamorous lifestyle. Targeted to females ages 16 to 25, the program has grown to 17 product lines including fragrance, footwear, handbags and beauty products. Beanstalk recently announced a partnership between Paris Hilton Entertainment and leading Asian eyewear manufacturer OEM & Design Company, to develop an exclusive line of optical frames, sunglasses and colored contact lenses. The range of Paris Hilton Eyewear is currently sold in department stores and specialty jewelry stores across Asia, including China, Hong Kong, Japan, Malaysia, Singapore, Taiwan and Australia.
Beanstalk continues its partnership with Procter & Gamble to grow the licensing program for brands such as Febreze, Mr. Clean, CoverGirl and Scope. The key objective of these growing licensing programs is to create innovative products through partnerships to provide consumers new ways to enjoy P&G’s brand in other aisles of the store or in new channels of distribution. The licensing program has included successes such as the partnership with Butler to bring Mr. Clean household cleaning tools to market and the recent partnership with Bissell to bring Febreze technology to vacuum cleaners. Beanstalk continues to seek innovative partnerships across the P&G portfolio of brands.
Beanstalk is working with famed, upscale Mexican dining establishment, Rosa Mexicano, for the launch of food and beverage products at retail. With sixteen locations nationwide and aggressive expansion plans underway, Rosa Mexicano has been credited with redefining flavorful and authentic upscale Mexican cuisine. The agency will help bring the brand’s unique flavors to American homes in categories such as frozen meals, appetizers, salsas, marinades, sauces, chips and snacks, alcoholic beverages/mixes, and frozen novelty.
In August 2011, Salma Hayek and Beanstalk announced the official launch of NUANCE Salma Hayek, a complete beauty collection of skincare, body care, hair care and cosmetics, in partnership with CVS/Pharmacy. The 100+ SKU collection, available across all 7,000 CVS/Pharmacy stores, is the first complete beauty line developed by an actress in partnership with a national retailer. Inspired by Ms. Hayek’s grandmother, a cosmetologist, NUANCE Salma Hayek represents the fusion of advanced, proprietary formulations and personal beauty rituals passed down from generations. NUANCE Salma Hayek offers CVS consumers an exclusive premium beauty line that contains exotic, natural ingredients available to the mass market for the first time. Beanstalk is working to secure additional global partners to expand the brand outside of North America.
With over 50 licensees worldwide, the Stanley Black & Decker licensing program has become the most comprehensive, seamless and successful licensing program in the hardware industry today. In 2012, Beanstalk expanded the program into new, strategic product categories for the home and jobsite including generators, heaters, air purifiers and humidifiers, jobsite mobile accessories and garden hand tools, among other. The Stanley mobile accessories line by Incipio, specifically developed with jobsite workers in mind, is the perfect solution to protect your phone providing durability and ruggedness. Additionally, Black and Decker added a host of new partners including Guardian Technologies for air purifiers and humidifiers, Ragalta USA for fans, and Twin-Star International for portable space heaters.
Since Beanstalk’s appointment as the exclusive, global licensing agency for app sensation Talking Friends, the agency has secured 17 major licensing agreements across North America, Europe and Asia, for the leading digital entertainment franchise. With millions of fans across the globe, the cast of 12 unique characters, with the internationally renowned Talking Tom the Cat at its epicenter, have been downloaded over 400 million times and counting. The licensing program has entered the retail space with apparel at Walmart and Amazon.com in North America and Next in the UK. Talking Friends plush will launch globally in July at retailers including Toys “R Us, followed by upcoming launches across multiple territories and retailers for mobile accessories, footwear, gift and novelty, sleepwear, bedding and home décor.
Travelocity® continues its commitment to being the traveler's champion with the launch of Travelocity travel accessories by Mizco Products available nationwide at key retail accounts including CVS, Publix, Bed Bath & Beyond and more. The extensive line includes luggage tags, neck pillows, ear buds, eye masks, cell phone covers, iPad covers and travel kits. Beginning later this year, Travelocity travel accessories will also be made available directly to Travelocity.com customers to purchase online after booking a trip. Additionally, Exhart launched the beloved Travelocity Talking Roaming Gnome statue on QVC in February 2012 which sold out in five minutes!
The U.S. Army licensing program has seen remarkable growth over the years, strengthening the brand’s appeal to not only military families and children, but every patriotic American. Notable new partnerships include apparel by BioWorld that further expands the brand’s presence in the mass and department store channels, U.S. Army branded video game controllers and accessories by CTA Digital available a retailers nationwide, U.S. Army branded footwear by Crocs, Inc., and U.S. Army RC helicopters and land vehicles by EB Brands, which was the toy of choice at J.C.Penney locations nationwide during the 2011 Holiday season. Beanstalk is also proud to announce a new partnership with Zazzle for the creation of an official Zazzle store for the U.S. Army brand. In the sporting goods category, Tippmann Sports, Army’s paintball licensee, launched its line of U.S. Army camping equipment including tents, sleeping bags and camping chairs, and Bravo Sports will be premiering a line of U.S. Army scooters, ride-ons and protective helmets later this Summer.
Check out more of Beanstalk’s clients’ brand extensions at Licensing Expo, Booth #5163.
Beanstalk, a global brand licensing agency and consultancy, extends brands through the strategic and creative development of licensed products. The company works with corporate brands, celebrities, entertainment properties, 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 and TransAct™ licensing program administration and auditing. 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).
About Diversified Agency Services/Omnicom Group
Diversified Agency Services (DAS), a division of Omnicom Group Inc., manages Omnicom’s holdings in a variety of specialty marketing and communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving domestic and global clients through more than 700 offices in 71 countries. Omnicom Group Inc. (NYSE-OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.