“For a long time, most manufacturing has been happening abroad, and consumers are becoming more and more aware of that,” says Rachel Terrace of licensing [...]]]> U.S. consumers are increasingly aware of where the products they purchase are made, and they say they want to buy American, even if it means paying more. But whether that will actually translate to sales of licensed products, and whether that will lead to more domestic manufacturing within the U.S. licensing business, remains to be seen.

“For a long time, most manufacturing has been happening abroad, and consumers are becoming more and more aware of that,” says Rachel Terrace of licensing agency Beanstalk. “But [licensors] understand the realities of manufacturing. Licensees that are able to manufacture in the U.S. are few and far between. It can be a struggle to find products that are made in the USA.”

Terrace compares the Buy American trend to the interest in green products. “Consumers say they want green and would pay more for it, but the reality is, they won’t. They’ll buy a green product if it has the same efficacy and the same price [as a non-green product]. I suspect the same or similar will be the case with Made in America.”

Growing Interest
A number of trends are driving licensors and licensees to pay attention to the Buy American trend. In addition to growing interest from U.S. consumers-who, since the 2008 financial crisis, are increasingly thinking about how to keep jobs at home by considering U.S.-manufactured products-some retailers are starting to place more emphasis on U.S. goods, at least in some categories.

Walmart announced recently, for example, that it will source an additional $50 billion worth of goods in the U.S. over the next 10 years. It claims that two-thirds of what it sells now is Made in America, with much of that in the food and household products categories.

“We have seen interest from retailers, from mass up to department stores,” says Kate Dwyer of Coca-Cola. “They’re asking for it. It’s interesting that it crosses all levels.” She points out that many Coca-Cola licensees manufacture in the U.S., from hard goods such as drinkware to soft goods such as t-shirts, so Coca-Cola is able to work with retailers to satisfy their requests.

Not everyone has seen much increased demand from key retailers, however. “It’s not a topic we hear from them,” says Terrace. “They’re worried about margins.”

Ramez Toubassy of Brand Sense Partners believes only the very high-end of the market will support most Made in America programs at this point. “It’s a massive consumer trend, but mostly at the ultra-premium end of the scale, where there’s not a lot of licensing going on,” he says.

BSP owns a high-end apparel line, M.Nii, which is manufactured in L.A. “That gets us into the taste-making, really high-end fashion retailers, which won’t take anything any more that’s not made in the U.S. or North America. At the very high end, if your product is high quality and made in America, there are pretty much no price issues at all. High-end consumers will spend almost any amount on American-made.”

Toubassy notes that this phenomenon is indicative of the consumer appeal of made-in-America products, but it does not translate yet to mass channels of distribution. “It’s a matter of what categories can satisfy a more premium price point,” he says. “For most licensed products you need a price point that’s accessible to the broader channels of distribution. It’s not necessarily realistic at this point to manufacture in America at that price point.” He notes that BSP represents mostly mass properties for licensing, and very few of its licensees are currently manufacturing in the U.S.

The pool of potential licensees with U.S. manufacturing capability is slowly growing. As a result of consumer demand and market forces, some manufacturers have begun bringing production back to the U.S. In many cases, these are smaller and mid-sized operations, but even Apple has said that it will bring some production back to U.S. factories, albeit for its Macintosh computers only and not its popular iPods or iPhones.

Patricia Rickard of Freedom Group, licensor of Remington, Bushmaster, Marlin, Dakota, and other arms and ammunition brands, has noticed manufacturing returning to the U.S. from Asia, adding that when she visits licensees’ facilities they’re often proud to show how they brought jobs back to the U.S. “It’s a selling point, and they seem to be doing very well with it,” she says. She notes that government incentives to promote local manufacturing, combined with new labor rules in China that make manufacturing there more expensive, are helping support this trend.

The movement toward parity in costs between Asian and U.S. manufacturing is a critical driver, both from the point of view of consumers’ purchasing habits and manufacturers’ need to maintain margins.

Licensee Selection
At the moment, many licensors and agents say that U.S. manufacturing capability is one criterion they may consider as they evaluate potential licensees, but it is almost never the top priority. The importance varies by licensor, of course.

“We look first to the best manufacturer, one that’s going to make quality goods and work well with the brand,” Dwyer says. “That’s our first filter. But if we can partner with an American manufacturer, that’s a win-win for everyone.”

American production is a significant factor in Freedom Group’s licensing activities and extends across all FGI brands. “Our core consumer is all about American values,” says Patricia Rickard, director of global licensing. “We manufacture in America, and we look for Made in America products from our licensees.”

The majority of Remington licensees, including those with the biggest programs, make all or most of their products in the U.S., Rickard reports. For example, Coastal Pet Products, which markets an extensive line of Remington collars, leashes, harnesses, and accessories for sports and hunting dogs, makes most of its products at its Alliance, Ohio, factory.

The HGTV Home program, represented by Beanstalk, includes several licensees that make products in the U.S., namely Sherwin-Williams (paint), Shaw (flooring), and Bassett Furniture (custom upholstery). The Bassett Furniture chain, which has close to 90 stores, rebranded its custom design studios in each of its locations to the HGTV Home brand last fall, and manufactures the made-to-order sofas and ottomans in the U.S.

“One of the pillars of the marketing message will be Made in America,” Terrace explains. “It’s not the whole message, but it’s part of the message. In furniture and especially case goods, where lots of manufacturing has gone abroad, first to China and now Vietnam, Indonesia, and other Asian countries, it is somewhat of a competitive advantage.”

Brandgenuity represents A&E Networks, which has an All-American group of shows including History’s American Pickers and Swamp People and A&E’s Duck Dynasty. The last-which is about a family, its duck call and hunting products company, and the family’s life in the Louisiana bayou-attracted 8.6 million viewers to its season premiere this spring and has about 40 licensees on board to date.

Andy Topkins of Brandgenuity says “a meaningful percentage” of the brand’s licensed products are made in the U.S. “It’s an extra check mark or a feather in the cap of a licensee,” he says. “The Robertsons’ products are manufactured in the U.S.A. and they tend to feel good about licensees that manufacture in the U.S.”

Marketing Message
While very few licensors and agents are actively seeking out U.S. manufacturers as a top priority at this point, most say that if the right licensee for a given property happens to manufacture in the U.S., the licensor and licensee will certainly promote that fact. “It can be a real plus when you have the little American flag on a product,” Toubassy says.

W.R. Case & Sons Cutlery highlights the fact that its 22-knife collection under the recently acquired Carhartt license is manufactured in the U.S. Similarly, My Pool Pal, a marketer of flotation swimwear for toddlers, recently paired with camouflage brand True Timber. My Pool Pal noted that True Timber will manufacture the products, which feature its camouflage-patterned fabrics, at its South Carolina plant, bringing 100% of My Pool Pal’s product line back to U.S. production.

Dwyer notes that Made in America can even be a marketing hook outside of the U.S. “Independent of the region, we’ve seen that an Americana graphic and design story has been one of our bestselling themes,” she says. An American-made product adds authenticity to that message and can make the product even more attractive.

“All things being equal, [Made in America] is another reason to partner with a licensee,” says Topkins. “It’s not just about saving jobs. There are compelling business reasons as well. The quality tends to be a little bit better, and the speed to market is important.”

Nail Lacquer in ‘Pink Paisley,’ See Thru Blush in ‘Light Snow,’ and Rich, Rich Lipstick in ‘Pinkadelic’ are the gorgeous gems inspired [...]]]> Attention all you Mad Men fans—Estée Lauder is coming out with their second cosmetics collection based on the hit series! The launch will coincide with the sixth season premiere on April 7th, 2013, so get ready to channel 1960′s beauty in a big way because there are three new products you’re going to be obsessed with this time around.

Nail Lacquer in ‘Pink Paisley,’ See Thru Blush in ‘Light Snow,’ and Rich, Rich Lipstick in ‘Pinkadelic’ are the gorgeous gems inspired by the show’s leading ladies and they all center around the color pink. And if you need even more convincing that this line is super awesome, check out the pretty packaging on that blush! Now there’s a compact you won’t want to hide in the bottom of your purse.

The collection will be available for a limited time starting in March.

“We are honored to be the luggage sponsor of the U.S. Women’s Ski Jumping Team during the 2013 World Cup and the 2014 Winter Olympics,” [...]]]> BOCA RATON, Fla. – Jan. 18, 2013 – Travelpro, the inventor of Rollaboard® luggage and a leader in innovative, high quality luggage design, is proud to announce its partnership with Women’s Ski Jumping USA (WSJ-USA) as the team’s national luggage sponsor throughout the 2013 World Cup season and the 2014 Olympic Winter Games in Sochi, Russia.

“We are honored to be the luggage sponsor of the U.S. Women’s Ski Jumping Team during the 2013 World Cup and the 2014 Winter Olympics,” said Scott Applebee, Vice President of Marketing for Travelpro® brand luggage. “It is an important part of our corporate social responsibility to support U.S.A. athletes during these global events.”

Travelpro provided the WSJ-USA team with (15) 30” Rolling Duffels from its Maxlite® 2 Collection. It will also provide two 2-piece luggage sets for WSJ-USA auctions and fundraisers. The Travelpro Maxlite 2 Collection offers lightweight durability, functionality and affordability for the frequent business and leisure traveler. The collection includes a wide array of innovative features that ease the hassles of travel.

Brand Sense Partners (bsp) brokered the partnership as part of its pro-bono engagement with WSJ-USA to secure premier sponsorships for the team.

Travelpro continues its history of philanthropical support to local, national and international charities and organizations with in-kind donations. Some of the charities include: Toys for Tots; Design Architecture Senior High; Airline Ambassadors International; St. Jude Children’s Research Hospital; American Cancer Society; Kids in Distress; American Red Cross; American Diabetes Association; Miami Children’s Hospital; Tri-County Humane Society; C.R.O.S Ministries; Joe DiMaggio Children’s Hospital; National Breast Cancer Research Center; Women in Distress of Broward County; Self Help Africa; Brooke Jackman Foundation; Variety, the Children’s Charity though Paramount Pictures and Susan G. Komen for the Cure. Recently, it also announced a unique partnership with National Geographic, one of the world’s largest scientific and educational nonprofit organizations, as its luggage and travel gear licensee for the National Geographic and National Geographic Explorer™ brands in North America. National Geographic’s net proceeds support vital exploration, conservation, research, and education programs.

For more information about Women’s Ski Jumping USA and to learn about these elite athletes, please visit www.wsjusa.com or follow them at www.facebook.com/wsjusa

About Travelpro
For twenty five years, Travelpro International has prided itself on design innovation and durability in crafting the highest quality luggage for travelers worldwide. Since transforming the ease of modern day travel with The Original Rollaboard® wheeled luggage, Travelpro® has been the brand of choice for flight crews and frequent travelers worldwide. Travelpro is dedicated to building a lifelong relationship with its customers by consistently understanding and exceeding their needs.
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The company offers a variety of innovative, high-quality luggage collections and computer briefs; each aimed at a specific user lifestyle and rigorously tested. Travelpro was the winner of the 2009 and 2010 Leading Edge Award from Executive Travel Magazine for “The Best Carry-on Case.” Travelpro is celebrating the 25th Anniversary of the invention of the Rollaboard® throughout 2012.

Please visit Travelpro at www.travelpro.com for a full list of the latest products and retail locations.

After struggling for more than a decade, Kodak filed for bankruptcy last January and stopped making digital cameras a month later, despite having invented the technology that created digital cameras in the first place. Now the company is eyeing a comeback through the licensing of its brand.

“Kodak remains a strong and trustworthy brand in the consumer space, and this [...]]]> Eastman Kodak Company has signed two new licensing agreements with JK Imaging for Kodak-branded cameras and with Sakar for digital media products.

After struggling for more than a decade, Kodak filed for bankruptcy last January and stopped making digital cameras a month later, despite having invented the technology that created digital cameras in the first place. Now the company is eyeing a comeback through the licensing of its brand.

“Kodak remains a strong and trustworthy brand in the consumer space, and this agreement reinforces how valuable our brand is,” said Laura Quatela, president, Kodak and Personalized Imaging. “When we announced our plan to exit the digital camera business last year, we said we would explore licensing opportunities for the brand in this category.”

In a multi-year deal, JK Imaging now plans to return Kodak digital cameras to the market, alongside pocket video cameras and portable projectors. The first products in the new line will be available next quarter.

“Our decision to license the globally recognized Kodak brand from Eastman Kodak Company was a natural fit,” says Joe Atick, chief executive officer, JK Imaging. “With more than a century of imaging firsts, there is great significance and value in the Kodak name. We intend to continue this legacy and bring to market the next generation of must-have portable, personal electronics.”

In a second deal, Sakar is building on its line of Kodak digital media products that launched last year with a newly expanded agreement and new product lineup. The line, which is set to hit shelves this spring, will include a webcam, digital photo viewers, digital photo frames, binoculars, camera cases and straps, tripods, filters, lenses and caps and screen protectors.

* bsp represented Kodak in the above transaction

“Even though a piece of me has been in so many of our boards over the past 35 years, this is the [...]]]> BURLINGTON, VT – For the first time, Jake Burton, Founder and CEO of Burton Snowboards, has built a very limited run of signature snowboards called ‘The Stone Hut’. Available in select snowboard shops worldwide starting today, each Stone Hut snowboard was handcrafted in Vermont at Craig’s (named after Craig Kelly), the most advanced snowboard prototype facility in the world.

“Even though a piece of me has been in so many of our boards over the past 35 years, this is the first signature board I’ve built,” said Jake. “When the boards team approached me about doing a sig board, I jumped on it and talked them into doing a really limited production run so we could make them in Vermont at Craig’s. Up until now, we’ve only made prototypes or boards for team riders there. So the Stone Hut is special for many reasons, but the one I keep coming back to is I think Craig would be stoked that it was built in his facility – I know I am.”

During this past summer, Jake spent a lot of time at Craig’s, fine-tuning each detail of the Stone Hut. His goal was to create a snowboard that was ideal for ‘a powder day in the park’ – essentially a board that was very versatile so riders could easily head down an icy groomer, then dip into powder in the trees. As far as construction goes, the concept behind the Stone Hut board is simple. It’s a twin shaped freestyle board underfoot with a powder nose and a freestyle tail. The Bend is Flat Top, so it holds an edge when riders need it, but also floats in powder. Available in two lengths (150 and 155), the Stone Hut is downsized so that riders can select a board length that is 5 cms shorter than a traditional board.

For Jake, the Stone Hut board graphic is also ‘a dream come true’ because it features someone he’s always looked up to – Jimi Hendrix. With artwork from the Jimi Hendrix album, Valleys of Neptune, the board graphics are one-of-a-kind. For a finishing touch, Jake personally signed each board at Craig’s.

The Stone Hut also comes with a few items Jake thought would go well with the board, all packaged in a laptop case that features artwork from Valleys of Neptune. The kit includes EST CantBEDs (size medium), a binding accessory that many Burton team riders and Jake use all the time. If riders need a different size, they can call Jake’s office directly – the number is listed with the kit. Also included is a Sharpie for marking binding stances, an EST Tool for fine-tuning bindings, a credit card scraper that fits in a wallet, a code to download some of Jake’s favorite Hendrix songs and stickers from the Burton archives.

With only 100 available worldwide, the Stone Hut promises to be a collector’s item for sure. But more than anything else, Jake wants riders to get the boards on snow and send him feedback about the new shape.

“I want people to have fun riding this board, and I want to hear what they think of the unique shape,” said Jake. “I also hope everyone gets a good laugh from the stickers that come with the board – I couldn’t resist throwing in some that got us in a little trouble over the years.”

Read more about the Stone Hut (and how it got its name) in an interview with Jake where a full list of shops carrying the board is also available.

About Burton

In 1977, Jake Burton Carpenter founded Burton Snowboards out of his Vermont barn and has dedicated his life to snowboarding ever since. Burton has played a pivotal role in growing snowboarding from a backyard hobby to a world-class sport by creating groundbreaking products, supporting a team of top snowboarders and pushing resorts to allow snowboarding. Today, Burton designs and manufactures industry-leading products for snowboarding and the snowboard lifestyle, including snowboards, boots, bindings, outerwear and layering as well as year-round apparel, packs/bags and accessories. Privately held and owned by Jake and his wife, Burton President Donna Carpenter, Burton’s headquarters are in Burlington, Vermont with offices in Austria, Japan, Australia and California. For more information, visit www.burton.com.

Shortly after the conclusion of WWII a movement was beginning on the Hawaiian island of Oahu. While Honolulu drew in first-time vacationers, around the corner in the town of Makaha, surfing, both as a sport and a culture, was coming into its own. Leading the way with what many consider to be the first iteration of what we now call “boardshorts,” M.Nii tailor shop supplied [...]]]> Vintage Polynesian print blazers and era-inspired chinos in the revived surf brand’s first cold-weather collection.

Shortly after the conclusion of WWII a movement was beginning on the Hawaiian island of Oahu. While Honolulu drew in first-time vacationers, around the corner in the town of Makaha, surfing, both as a sport and a culture, was coming into its own. Leading the way with what many consider to be the first iteration of what we now call “boardshorts,” M.Nii tailor shop supplied the area’s young guns with durable, high-quality trunks that could take the beating the Makaha surf routinely handed out. M.Nii gradually fell by the wayside in the 1960s and ’70s, until surf industry veterans Randy Hild and John Moore brought the brand back to life in early 2012.

When we last caught up with Hild and Moore the brand was in its early stages, toting a handful of recreated authentic Makaha Drowner trunks and a small selection of T-shirts. “The beginning period of the surfing lifestyle is what we’re trying to share through our story telling and product,” says Hild. “We really like living through that 1950s filter, but you know it still has to be relevant to today.” Now moving into their first winter season the design team is introducing a few new key components, lead by a period-specific baggy chino and a vintage-inspired Polynesian print blazer.

The most eye-catching example of this updated-vintage vibe would have to be the Polynesian print blazer. A “party jacket” at its aesthetic core, the look and feel directly mimics that of a very small number of authentic blazers sold in Hawaii in the ’60s and early ’70s. While the wild style seems novel to us, the short-lived original blazers of the era were most likely worn on “Aloha Fridays” during the time Hawaiian print shirts were introduced into the work environment. “It was meant to be a serious proper sport coat, but in the Hawaii it was just part of the flavor,” says Hild. “It was just part of that casual aloha style of wearing Hawaiian prints to work, but it obviously didn’t go too far. I think the aloha shirt had much longer legs.”

With an endless supply of surplus military garments in the ’50s most surfers took to wearing the bomb-proof chinos both in and out of the water. This style of cut-off khakis grew into a look unique to the men of Makaha, becoming an unofficial uniform for most locals. As a nod to these beginnings of the casual beach-bum style M.Nii offers their take on the chino, the Makaha Drowner Pant. The era-inspired pant is made of durable two-ply, ring spun twill fabric and boasts a baggy, relaxed fit with heavy contrast stitching.

While the blazer and chino make up the most exciting additions, a slew of striped T-shirts and sweatshirts will no doubt hold a presence in the line as well. As “a surfer’s badge of honor,” the iconic striped T-shirt was introduced to the culture as a whole by surf legend Duke Boyd and his brand Hang Ten around 1963. N.Mii’s selection mimics this laid-back, creative style.

In addition to the blazer, chinos and T-shirts the M.Nii Winter 2012 collection will of course include a selection of updated Makaha Drowner trunks and some carryovers from their introductory summer season. For a closer look at M.Nii’s new collection and some of the history that inspired it see the slideshow.

STYLE:Modern, eclectic and enduring, DwellStudio reflects its founder’s philosophy: “We’re tweaking, not decorating,” explains [...]]]> HISTORY:
In June, home design label DwellStudio opened the doors to its flagship store, on a cobblestone street in New York’s SoHo neighbourhood. Founder and Ottawa native Christiane Lemieux traces the company’s latest milestone to a teenage epiphany. “During a school trip to New York, I remember standing on Wooster Street and thinking: ‘This is home.’ Now, my office, apartment and kids’ school are only 150 feet away!”

STYLE:
Modern, eclectic and enduring, DwellStudio reflects its founder’s philosophy: “We’re tweaking, not decorating,” explains the author of the 2011 design tome Undecorate. “It’s about constantly evolving spaces in an organic, seasonal way.” The 2,700-square-foot store has a relaxed sensibility. Alongside driftwood candelabras, vintage brass ram bookends cohabit with vintage bird paintings from a Hudson River mansion’s aviary. Rewired light fixtures from Paris flea markets and 19th-century Indian cobra candlesticks add a touch of exoticism, while Belgian linens and textiles express the store’s luxe vibe.

BEST BUYS:
“Anything with owls on it is flying out the door!” says Lemieux. Other popular items include the handsome Hans leather lounge chair in Caramel or Dove ($2,040) and a hammered iron pendant light ($420).
WHAT TO WATCH FR

WHAT TO WATCH FOR:
Bedding painted with unfurling flowers and playful wall-mountable triceratops and unicorn papier-mache heads. A fabric collection for Robert Allen, Modern Color Theory, will be available in late fall.

FIND IT:
DwellStudio
77 Wooster St.
New York
(646) 442-6000
dwellstudio.com

LOS ANGELES, CA (June 27, 2012) Someecards, the ultra-hilarious, cultural phenomenon of an ecard brand, has entered into an exclusive representation agreement with Brand Sense Partners, LLC (bsp) to identify and execute global licensing partnerships.

Since its creation in 2007, someecards has firmly taken its place as a pop culture authority on everything from sports to politics and Christmas to Secretaries Day —and not simply among the young, hip, socially-savvy audience that appeals to advertisers, marketing partners and licensees . . [...]]]>

LOS ANGELES, CA (June 27, 2012) Someecards, the ultra-hilarious, cultural phenomenon of an ecard brand, has entered into an exclusive representation agreement with Brand Sense Partners, LLC (bsp) to identify and execute global licensing partnerships.

Since its creation in 2007, someecards has firmly taken its place as a pop culture authority on everything from sports to politics and Christmas to Secretaries Day —and not simply among the young, hip, socially-savvy audience that appeals to advertisers, marketing partners and licensees . . . but literally anyone who is tapped into today’s hottest topics. Someecards has also become a reference source for mainstream outlets like the Wall Street Journal and The Associated Press, as well as a humor content source for countless small sites and aggregating titans like Huffington Post.

In 2010, someecards began extending its sensibility beyond the successful ecard model to other forms of content, posting original and aggregated material in the form of lists, photos, or a round-up of the day’s funniest tweets. In less than a year, traffic increased by 400%. Currently, someecards draws over 5 million monthly users worldwide.

“We are thrilled to be working with someecards,” commented Ramez Toubassy, President and CEO of Brand Sense Partners.  “I’ve been a personal fan of someecards for quite some time and laugh out loud almost daily at the unique, irreverent and topical humor that someecards consistently delivers.  We see endless opportunities for brand extension, from traditional licensed products such as apparel, gifts and printed products, to long-term strategic partnerships with national retailers and promotional partners.”

“We spent a lot of time searching for the right brand extension agency,” said Duncan Mitchell, co-founder of someecards.  “We’ve always felt that the brand could live outside the ecard platform and we feel confident that bsp has the people, infrastructure and experience to bring the someecards humor to an entirely new marketplace.”

“Someecards may or may not be the greatest thing since ecards,” said Mitchell. “It was created by myself and Brook Lundy on a dollar and a half-assed dream. New cards, categories, and features will be frequently added until everyone involved with the site dies.”

For inquiries, please contract Brand Sense Partners at info@bsp.com or 310-867-7222.

About Brand Sense Partners, LLC

Headquartered in Los Angeles, Brand Sense Partners, LLC (bsp) is a pioneering brand management and business development firm that incubates, acquires and grows the world’s leading brands.  bsp provides the foundation for growth through business reengineering and the development of partnerships, products, design and strategies that target unmet market needs. bsp’s portfolio consists of brands spanning the consumer product, media, entertainment, retail and fashion industries. For more information, please visit www.bsp.com.

About Someecards

Someecards Media consists of the innovative ecard site SomeEcards.com, HappyPlace.com and Jockular.com. The sites are updated with new content daily based on trending topics, cultural events, and holidays. Someecards Media also specializes in connecting consumers and brands by offering integrated content sponsorships. Working with the sites gives products a cultural currency and relevancy. The media network receives over 11 million visits a month, has 1.9 million Twitter followers, and produces over 500M Facebook impressions a month, making it one of the most visited and social destinations for comedy on the Web. Learn more at Someecards.com, HappyPlace.com, http://www.someecards.com/static/advertise