Licensing ’98 a Global Hit New York City’s Jacob K. Javits Convention Center was home to the Licensing ’98 International show in June. Attendance reached more than 15,000 from more than 60 countries, according to the show’s manager, Expocon Management Associates, a division of Advanstar Communications.
Sponsored by the International Licensing Industry Merchandiser’s Association, the show featured nearly 3,500 exhibitors representing more than 4,000 properties including corporate brands, sports, children’s properties, publishing, major entertainment studios, artists, designers, and not-for-profit organizations, says LIMA’s Ellie Bagli. The international presence continued strong with more than 45 foreign countries exhibiting. Non-U.S. attendance surpassed 13 percent of the total, she says.
The show is the global deal marketplace for the $112.8 billion worldwide licensing industry “where anyone interested in the business has the opportunity to form the partnerships that will drive licensed product sales at retail,” says Diane Stone, show director for Expocon.
LIMA’s more than 700 members recognized the year’s outstanding properties, companies, and promotions at the debut of Club LIMA. Most noteworthy among this year’s recipients of the International Licensing Awards for Excellence was Nickelodeon and its Rugrats property which were named Licensing Agency of the Year and License of the Year, respectively. A Nickelodeon Rugrats licensee, Happy Kids, was honored as Licensee of the Year/Soft Goods for its line of children’s apparel.
Hasbro brought home the Licensee of the Year/Hard Goods award for its Star Wars action figures and accessories. Also topping the list of award winners was MGM Studios for its James Bond: Tomorrow Never Dies program that received the Promotion of the Year award.
For its Sesame Street and Martha Stewart exclusive retail shops, Kmart earned the Retailer of the Year award. Binney & Smith received the award for Licensed Brand Extension of the Year for Crayola Paints by Benjamin Moore.
Recognizing the global impact of licensing, LIMA members awarded Warner Bros. Consumer Products the International Licensee of the Year (worldwide outside U.S.) for its Looney Tunes property for the second consecutive year. Copel/Losani was named International Licensing Agency of the Year (worldwide outside U.S.) for its efforts in South and Central America.
Creative Promo Partnerships Creating standout promotions with partners takes synergy and vision. That’s what The Marketing Institute and the Promotion Marketing Association hope to impart at Cross Promotion Connections: Innovate in ’98, a conference they will co-sponsoron Sept. 17 to 18 at New York City’s Helmsley Hotel.
“The potential for Cross Promotion Connections has been growing over the past few years,” especially in the area of forming new and key alliances, says Andrea Newman, vice president, marketing, for The Marketing Institute.
Conference sessions will include a case study of the Gymboree Corp. and Procter & Gamble’s Cheer cross-promotion. The keynote presentation will be by Sawtooth Invention Company president Marc Marsan. Marsan works with Fortune 500 companies and has conducted invention sessions for such clients as Nike, Disney, Gatorade, Quaker Oats, Coors Brewing Company, and P&G. Other presentations will discuss how to maximize a small budget, avoid legal pitfalls, and manage a licensed property using the case study of the partnership between IBM and Crayola. Nickelodeon’s Winning Partnership with M&M/Mars will also be discussed by Dan Roselli, senior marketing manager, M&M’s Brand/Mars.