The American Red Cross is launching its first-ever licensing program with plans to put the Red Cross name on tools, toys, apparel and accessories.
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| Red Cross lends its logo to tools, toys |
Red Cross products are expected to hit shelves over the next 12 months; the Washington, DC-based non-profit has just begun talking with potential licensees. No deals have been signed yet.
Three categories of products are under development: Tools for everyday safety and emergency preparation, such as flashlights; educational toys and interactive games featuring rescue workers; and promotional products such as T-shirts, caps, stationery and figurines.
Each will carry safety information on-pack or via P-O-P; toys will include safety lessons for kids.
Royalty fees, based on sales, will support Red Cross work. Campbell Associates, Ossining, NY, handles the licensing program.
“Licensing will provide the Red Cross with a powerful communications tool to help us raise awareness and educate consumers about our mission, and especially the need to prepare for emergencies,” said Susan Murray, Red Cross’ director of corporate partnerships and cause marketing, in a statement.
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