Total Licensing Winter 2007 - (Page 14)
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LICENSING MATTEL SELECTS ADIDAS AS NEW LICENSEE FOR SPORTS THEMED APPAREL,
ACCESSORIES AND FOOTWEAR Mattel has announced a comprehensive licensing
partnership with lifestyle sports brand Adidas to produce a new collection
of apparel, accessories and footwear for My Scene, Hot Wheels and
Fisher-Price brands. The two companies officially kicked off the
partnership globally during holiday 2005 with Hot Wheels Blings athletic
style shoes each with a matching collectible Hot Wheels car, Basketball
Blings K hightops and Rally Racer Blings K lace up all currently available
in black with metallic gold or white with metallic silver. Building on the
licensing program, Mattel and Adidas launched a second phase of shoes for
boys with the Hot Wheels Ice Packs in November 2006. Fusing speed and
performance with style, these high-tops with zip-up front, strap and
tie-up running sneakers come in a dark blue with contrasting silver,
orange and bright blue flame accents and also include a matching
collectible Hot Wheels car. In Spring 2007, the Mattel/Adidas partnership
will extend for girls with the launch of the My Scene Sporty Style dolls
Kennedy, Madison and Chelsea featuring Adidas branded fashions - marking
the first partnership of its kind for Adidas. Each doll features their
individual sport activity - tennis, yoga or skateboarding - and includes
sports accessories, a purse and a water bottle. Coordinating Adidas/My
Scene branded girls apparel, accessories and shoes inspired by the Sporty
Style dolls will also be available. For the little ones, Fisher-Price and
Adidas unveiled a new line of footwear and apparel for infants and
toddlers in December 2006. This was a first-ever co-branded partnership
for Fisher-Price footwear. Little babies’ first steps will blend comfort
and style with soft, flexible Fisher-Price shoes with a round rattle
feature and mirrored accents. Each pair comes with two Roll-a-Round toys.
MIFFY MOVES FROM CULT TO MAINSTREAM Miffy is fast becoming more available
on the UK high street as major retailers react to this classic
character’s broadening appeal. Miffy is now a top girls license within
M&S, Outfit is taking its second range of women’s apparel for
Spring/Summer 07, Debenhams is about to introduce Miffy into girls
nightwear, whilst Bhs and George, now established destination stores for
Miffy fans, continue to stock ongoing ranges. Outfit added Miffy to their
fashion brands this last Autumn, launching in 13 stores across the UK with
a total of four collections of bright and funky nightwear and loungewear,
featuring the character’s distinctive silhouette. Outfit Product
Manager, Cathy North comments: “We are delighted to have Miffy now on
board at Outfit. The brand is instantly recognisable with wide appeal and
has been well received by our customers”. Three new Miffy collections
will launch from Spring. Miffy has recently become one of Marks and
Spencer’s best-selling girls’ licenses. The retailer is currently
ranging Miffy girl’s pyjamas with co-ordinating briefs for ages 6 to 16
and is looking to expand the range going forwards. Debenhams is launched
its first Miffy girl’s pyjama set in December – one of very few
characters that the retailer has agreed to select. Bhs and George at Asda
have been successfully selling Miffy apparel for several years. Bhs
currently stocks both ladies and older girls nightwear and bra and brief
sets whilst its new concession, Tammy, stocks Miffy nightwear and t-shirts
for tweens. George has also been very successful with both ladies and
girls’ nightwear and underwear and is planning new lines for launch this
year. Finally, both Top Shop and New Look, who have done good business with
the iconic bunny in the past, are also currently in discussion with
licensees for future possible ranges this year. Licensing Director Alicia
Davenport comments: “We’ve always known Miffy had this cult following,
particularly amongst tweens and teens who love her cute but cool image. But
with young Mums who grew up with Miffy now re-discovering the brand, and a
growing popularity amongst girls of all ages, demand has increased to the
point where our retail presence is starting to snowball. It is an exciting
time for the character.” GB EYE SIGN DEAL WITH HMV GB Eye Ltd formerly GB
posters has announced that they have been confirmed as exclusive and sole
supplier of posters, prints and canvases for HMV UK. This decision was
made based on long term strategic benefits for HMV, whilst GB Eye’s
historical strength in licensing, sales support and service have served
them well in reaching this position. GB Eye Ltd feels that this is a good
opportunity to drive their products forward and make HMV a key
destination. This deal reaffirms GB Eye’s position as the UK and
Europe’s number one poster supplier. GB Eye Ltd is now sole supplier of
poster product - with permanent racking - in HMV, Toys R Us, Tesco, Asda,
The Entertainer, the Tussaud’s Group, JJB Sports, and Waterstones, as
well as exclusively supplying the Premiership & SPL football clubs that
they work with Arsenal, Celtic, Chelsea, Everton, Liverpool, Manchester
City, Manchester United, Rangers . 14 Warning : Unknown : The session id contains invalid characters, valid
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Table of Contents for the Digital Edition of Total Licensing Winter 2007
Total Licensing Winter 2007
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