The Art of Licensing - June 2008 - (Page 16) Following Tradition develops 90 percent or more of all designs. Involved in licensing for more than 7 years now, Shore is building upon Enesco’s strong foundation. “It’s quite interesting to note that the runaway success of Enesco’s partnership with Shore ended up being figurines for the gift market,” says Olds. “It just goes to show that very often in licensing, what you set out to accomplish with your licensing partners isn’t always where you end up. However, if you are careful in choosing the right partners, then you’ll almost always end up just where you are meant to be.” Licensing is the key component to Jim Shore’s current business model because it offers one of the best ways to extend and expand a brand. Choosing the rights partners is key, and diligently managing those relationships is another critical factor. Shore’s strongest licensing programs are resin figurines for the specialty gift market (Enesco), home decor (Crazy Mountain), and its partnership with QVC. To date, Shore has 18 licensees signed on—from gifts and collectibles to home decor and accessories—to craft and hobby and outdoor living. The company works closely with its licensees to ensure that it can maximize the brand’s potential. “Creatively speaking, we have a style guide that all of our licensing partners receive when they sign on as a Jim Shore licensee,” says Olds. “The style guide not only helps keep all Jim Shore products on brand, but it also ensures a cohesive display at retail when merchandised together.” Shore’s current licensing strategy is the same as the original plan from when the brand first moved into licensing. “We had a very clear picture of how we wanted to extend and expand the Jim Shore brand and have 16 THE ART OF LICENSING Summer 2008 http://www.paintedplanetlicensing.com http://www.paintedplanetlicensing.com
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