Licensing

Ad Agency Agrees To Pay Largest Fine Ever

April 17, 2019 | By Oliver Herzfeld and Ronald L. Crane

Marketing Architects, Inc., an agency that produced advertising with unsubstantiated claims for weight-loss products, has recently settled a joint complaint brought by the Federal Trade Commission and the State of Maine. As part of the settlement,

FAO Schwarz: Back from the Dead

January 31, 2019 | By: Michael Stone, Chairman and Co-founder of Beanstalk

FAO Schwarz, the iconic toy retailer, closed its last store, the New York City Fifth Avenue flagship, in 2015. Dead and gone? Not quite. The buyer of the FAO intellectual property (purchased in 2016), ThreeSixtyGroup, opened a new flagship in New York’s Rockefeller Plaza on Nov. 16, 2018 to much fanfare. Will this brand revival succeed?

From Michael Stone, The Power of Licensing: Harnessing Brand Equity

New York, NY, November 14, 2018 | There are many new paths for delivering a brand message to consumers, engaging and connecting with them, and motivating them to make a purchase.  Brand owners are experimenting, and often struggling, to determine the best paths for their particular brand.  Brand messaging today is a stew of consumer experiences and reaching consumers where, when and how they shop has created a “shopping battlefield”.

MICHAEL STONE PENS NEW LICENSING READ

New York, NY, November 6, 2018 | Beanstalk co-founder and chairman Michael Stone has written a comprehensive book on brand licensing that situates the industry in the current marketing and retail landscape.