Retail Merchandiser - May/June 2017 - 17

"

The Brand Liaison

Apparel is the cornerstone to almost all
successful licensing
programs.

"

The Brand Liaison team brings experience and excitement for licensing and that's reflected throughout the
organization. "Everyone on our team brings tremendous
energy and passion to what we do, and we are all extremely
diligent and dedicated," says Heller.
The Brand Liaison's Karen Diamond explains: "The first
step in creating licensing deals is the transfer of enthusiasm
- when the other party shares our passion and belief in the
program. From there, we ensure the parties share the same
vision for the brand, including product ideation and distribution channels."
Like Diamond, all of The Brand Liaison's staff members
have more than 15 to 20 years of licensing experience. "And
some of my partners have been in this business for many
more years than they're willing to admit," jokes Heller.

A Wide Reach
The Brand Liaison distinguishes itself from many of its peers
through the diversity of its portfolio. "There are definitely
other good agencies out there, and many of them are our
friends," Heller says. "However, I'm not aware of any other
boutique licensing agency that has the breadth of experience
that we do - whether in fashion, home goods, gifts, celebrity
properties, art, professional sports and many other areas."
In addition to representing brands, the company works on
behalf of several manufacturers. "For the most part, we like
to represent brands and build their outbound licensing programs, but we also often work with manufacturers to help
them acquire a brand that we don't represent," Heller says.
"One of the largest deals I have ever worked on was helping
a client secure the rights for Sesame Street apparel for more
than $100 million. Last year we did a very large deal for a
client to acquire the NFL rights for apparel." Over the years,
The Brand Liaison and its team have negotiated licenses for
brands such as Disney, Warner Brothers, Skechers, Nautica
and many others.

Licensing Expo event, taking place from May 23 to May
25 at the Mandalay Bay Convention Center in Las Vegas.
This is the sixth consecutive year Heller and others from the
company have had a major presence at the event. The Licensing Expo will give The Brand Liaison the opportunity
to spotlight its work in its three largest licensing categories:
fashion, celebrities and art.

Iconic Fashion
The Brand Liaison is considered to be a leading agency in
the area of fashion licensing, one of the largest licensing sectors. At Licensing Expo it will feature iconic brand names
such as Gloria Vanderbilt, Laura Ashley l.e.i., as well as
newer brands such as Felina, Romeo+Juliet Couture, MacBeth Collection and JACHS NY.
"Apparel is the cornerstone to almost all successful licensing programs," Heller says. "We have created a very strong
niche in the licensing industry for licensing iconic fashion
brands on both the brand and manufacturer side."

The Celebrity Effect
The Brand Liaison's celebrity licensing roster includes television personalities Jon Taffer, a hospitality industry icon
and host of "Bar Rescue"; chef Robert Irvine of "Restaurant Impossible"; branding expert and investor Daymond
John of "Shark Tank"; magician Michael Carbonaro of "The
The Brand Liaison's clients
include YouTube crafting
video star Lauren Riihimaki,
better known as LaurDIY.

Featured Properties
Brand Liaison will show off all of its properties and the full
range of its experience and capabilities when it attends the
May/June 2017

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Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2017

Contents
Retail Merchandiser - May/June 2017 - Intro
Retail Merchandiser - May/June 2017 - Cover1
Retail Merchandiser - May/June 2017 - Cover2
Retail Merchandiser - May/June 2017 - 1
Retail Merchandiser - May/June 2017 - Contents
Retail Merchandiser - May/June 2017 - 3
Retail Merchandiser - May/June 2017 - 4
Retail Merchandiser - May/June 2017 - 5
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Retail Merchandiser - May/June 2017 - MCover1
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