Batman and Superman Flee New York

DC Entertainment made New York its home for nearly 80 years. In 2013 it decided to move to Burbank. Details of the move are contained in Inside DC Comics' Secret Vault: Batman, Superman and New York-to-Burbank Move. As DC Entertainment and Warner Bros became more intertwined, it became clear that it would be advantageous to locate their headquarters in the same city. In March, more that 100,000 comics and 8,000 hardcover books were packed into 600 boxes and moved from New York to Burbank under tight security.

Digital Space Routs Martha Stewart

Two prior articles in this blog dealt with the impact of the digital world on brand licensing. The articles are: YouTube Was an Exhibitor at Licensing Expo 2015. Why? and  Move Over Mickey Mouse. Both articles report on enormous revenue generated by those who embrace the internet and social media. In contrast the article How Martha Stewart lost her $2 billion empire  partially blames Martha Stewart's downfall on never embracing "the digital space".

YouTube Was an Exhibitor at Licensing Expo 2015. Why?

YouTube had a significant presence at Licensing Expo 2015. If you are wondering why, the article Licensing Expo: The Bright Lights of YouTube Help Brands Shine will fill you in. It's all about the increasing relevance of internet social media in the Licensing Industry, and the importance of "developing an authentic and interactive relationship with your audience". It's a brand new media for marketing a brand, and those who master it are reaping the benefits.

Move Over Mickey Mouse

The article Stars of the small screen at retail's new hot properties reports that celebrities with millions of fans who follow them on smartphones and mobile devices are becoming becoming increasingly important. Martin Brochstein of LIMA says "The business takes its cues from the popular culture, and one of the places where an increasing number of properties come from is the world of YouTube stars and bloggers." Bethany Mota, 19, has more than 8 million subscribers to her YouTube channel, over 4 million followers on Instagram, and her own fashion line sold at teen retailer Aéropostale.

Short Visual Tour of Licensing Expo 2015

The recently concluded Licensing Expo 2015 saw 16,150 attendees, a 3% increase over last year. Additional information on the show is found in Licensing Expo 2015 is 'most successful show' yet. Notably, one in three attendees come from outside the US. Significant international increases came from Australia, Brazil and China. I attended this years show and thoroughly enjoyed the exhibits and meeting new people. A brief tour of a few exhibits is shown below.

	Grumpy Cat not only had an exhibit, but also made a personal appearance. The line of people wanting to get a picture of Grumpy Cat stretched around the exhibit. Clearly a show favorite. Also one of mine.
	You don't have to look twice at the Dr. Seuss exhibit to know it's all about the magical Dr. Seuss. You just feel good when you are around this exhibit. It lifts your spirit remembering the days when you shared The Cat in the Hat with your children. If you have not done that yet, you have something to look forward to.
	The kathy ireland Worldwide exhibit had a simplistic beauty that stood out. The Licensing Expo inundates you with colors and sounds, while the kathy ireland exhibit was an island of serenity. It was all class. The exhibit staff was occupied every day hosting potential partners in a friendly, inviting environment.
	The Major League Baseball Players Association exhibit featured player's pictures and their licensed merchandise. If you are a baseball fan, you surely would enjoy this exhibit. They were clearly ready to do business with several tables for discussions.
	If you've had thoughts that Hulk Hogan's appeal has waned, they would have been challenged upon seeing the line of people waiting to get their picture taken with the Hulkster. He and Jimmy Hart made personal appearances at the WWE exhibit. They both could not have been more gracious posing for pictures for the line of people that stretched around the large exhibit.
	Skechers had a dazzling exhibit featuring Twinkle Toes. A unique feature of the booth was a theater with repeated showings of what I presume was the Twinkle Toes movie. This exhibit had a clear advantage representing the successful Twinkle Toes product line, and they made the most of it.
	This exhibit featured ugliness, but what else would you expect of Ugly Dolls. A lighthearted exhibit with a popcorn machine right in the middle. Had an easy-going atmosphere with several couches arranged for serious discussions.
	Boy Scouts of America licensing prides themselves in having products of high quality and market appeal. Their exhibit reflected those attributes. As you can see in the exhibit picture, they pay a great deal of attention to doing things well to proudly represent the Boy Scouts.
	Holy Expo Batman! The Batman v. Superman Batmobile was revealed at Licensing Expo 2105. Warner Bros. Consumer Products  displayed the new Batmobile at their expansive exhibit. Also shown were the new Batman, Superman, and Wonder Woman costumes.
	Maybe you could not tear yourself away from your Playstation to visit the Licensing Expo. If so, you missed out on the excitement of the Playstation exhibit of Sony Computer Entertainment America. You could have learned about the merchandise for its top games, and the new online Playstation Gear Store.
	The Jewel Branding & Licensing exhibit was different than most as many brands, designers, and artists were represented. Both inside and outside the booth, products they speak for were on display. As you can see, the exhibit exploded with artistry, color, and light.
	A different kind of space that companies can use at the Licensing Expo are the Executive Suites. The picture depicts the Executive Suite for Crayola.  Crayola products are displayed within the suite but not outside. Clearly the suites are meant to minimize the distractions found in the main exhibit hall.
	Seaworld always has a great exhibit at the Licensing Expo, and this year was no exception. They like to let you get up close to some of their unique creatures, who they treated with special care. Always attracts a large crowd.

Martha Stewart Living Begins New Saga

Martha Stewart Living Omnimedia was sold to the Sequential Brands Group for a reported $353 million. Details are contained in Martha Stewart: The Queen of Home Has Lost Her Throne. At one point Martha Stewart Living Omnimedia  was worth over $1 billion. Over the last seven years annual revenues have slipped from $327.9 Million in 2007 to $141.9 Million in 2014.

Record Sales of Licensed Merchandise Expected in 2015

According to Brian Sozzi, author of the article This Year's Blockbuster Movies May Lead to Blockbuster Sales for Retailers, "the licensed merchandise business is a gold mine to be cultivated by retailers". In 2014 sales of licensed merchandise were robust. Sozzi believes that "The year ahead for sales of licensed products is shaping up to leave 2014 in the dust because of the much stronger movie release schedule, including such films such as the next installment in the Star Wars series and Jurassic World".

kathy ireland Worldwide Exudes Class at Licensing Expo 2015

Just got back from last week's Licensing Expo 2015. On reflecting on the show, I thought the kathy ireland Worldwide exhibit had an elegance not found anywhere else. Everything about the booth was appealing, from the overall presentation to the comfortable seating to the booth personnel dress. Today I came across the article ExpoMarketing and kathy ireland Exhibits Make Big Splash at Licensing Expo. Although the article is a press release, it is on the mark as far as I am concerned. Well done!

Licensing Expo 2015 Award Winners

At last week's Licensing Expo 2015, Disney garnered the top award as reported in Disney’s ‘Frozen’ Tops 2015 Licensing Expo Awards. Frozen also won in the Film, Television, or Entertainment (Animated) Program category, while Kohl’s Department Stores received the coveted Retailer of the Year Award for its in-store presentation of Frozen. A full list of award winners is also found in the article.

Reflection on Licensing Expo 2015

Licensing Expo 2015 concluded last week in Las Vegas. A review on the show is contained in Social Media Properties Gain at Licensing Expo. Among the announcements at the show were the Penguin Young Readers Group adding Powerpuff Girls to its Cartoon Network Books assortment and Bendon signing the Fred Rogers Company for coloring and activity titles based on Daniel Tiger, which airs on PBS Kids.

Licensed Merchandise Sales Soar to $241.5B in 2014

The Licensing Industry Merchandisers' Association (LIMA) just released their survey of licensed merchandise sales for 2014. The results are reviewed in Licensed Merchandise Scores $241.5B in 2014. The Character & Entertainment category led the way with 44 percent of all retail sales. The next leading categories were Corporate Trademark at 22 percent, Fashion at 12 percent, and Sports at 11 percent.

Licensing Expo to Feature Batman v Superman

Warner Bros. Consumer Products shall display a plethora of entertainment products at this year's Licensing Expo 2015. The article Warner Bros. Consumer Products to Promote DC Films and More at Licensing Expo 2015  highlights their offerings. Feature films to be promoted include: Batman v Superman: Dawn of Justice; DC Comics' Suicide Squad, and; from J. K. Rowling's "Wizarding World",  Fantastic Beasts and Where to Find Them.

'Wild Kratts' Expands Licensing Program

The licensing program for Wild Kratts, the hugely successful educational children's animated TV series,  is undergoing expansion. Details regarding the developing program are found in ‘Wild Kratts’ Builds on Ratings with New Licensees, New licensees include In Character, Decopac, and Pressman. Last year Wicked Cool Toys launched a broad toy offering based on Wild Kratts in Toys "R" Us stores. Sales of the toys were strong.  In its fourth season. Wild Kratts is the top kids show in the U.S. holding the #1 sport for kids 4-8.

Preparing Your Brand for Licensing

Christine Cool, license area manager of the Perfetti van Melle Group, will lead the discussion Preparing Your Brand for Licensing at Licensing Expo 2015. The discussion will be held June 10th from 10:15 am to 12:00 pm. Details are found in Perfetti van Melle's Christine Cool to lead roundtable at Licensing Expo. Participants will be taken through the steps that are needed to license a brand for the first time.