Retail Merchandiser - May/June 2017 - 18

The Brand Liaison

A Picture Of Success

One of the best examples of the Brand Liaison's success in licensing is
its work with designer Debra Valencia's lifestyle art brand, for which it is
nominated for a 2017 Licensing Industry Merchandisers' Association (LIMA)
Licensing Award in the art and design category. The winner of the award will
be announced during the Licensing Expo in May.
"It is a perfect combination of Debra's talents and our diligence that has
created this success, as well as the efforts of our strong licensing partners,"
Brand Liaison President Steven Heller says. "We wouldn't be here without
great licensing partners such as Certified, Duke Imports, Crown Jewlz, PlanAhead, Landy International, and all of our partners."
The California-based Debra Valencia brand is licensed with more than 20
manufacturers and includes hundreds of licensed products sold at major
retailers across the country including feature end cap sections at Michaels,
Walmart, Rite-Aid and Burlington, and products at Target, QVC, Barnes and
Noble and more. All products feature Valencia's designs, which creatively
blend floral, paisley and geometric shapes, among other decorative motifs.
Product categories for the Debra Valencia brand include ceramics, bedding and home d├ęcor, gifts, bath and body lotions and spa sets, stationery,
calendars, coffee mugs, craft sewing books and adult coloring books. Debra
Valencia-brand adult coloring books even have been featured in a Michaels
national television ad campaign.
The Brand Liaison has worked with Valencia for more than four years.
"She approached us at our first Licensing Expo in 2012, but we didn't have
the bandwidth to take her on as a client at the time," Heller says. "But
as we grew as an agency, we reached out to her about six months later
and told her we had a vision for her brand and asked if we could still work
together. And it's worked out brilliantly ever since."

Carbonaro Effect"; dress designer Sondra Celli of "My Big
Fat American Greek Wedding"; home and pet designer Antonio Ballatore of "Animal House" and syndicated cooking
host Howard "Mr. Food" Rosenthal, plus YouTube Superstars LaurDIY and Captain Sparklez.
"With so many channels and television programming today, plus the power of the Internet, there is a base of celeb-

18

RETAIL-MERCHANDISER.COM

May/June 2017

rities that have created a very strong brand identity in their
specific field," Heller says. "We have developed an expertise
in taking that core brand identity and carrying it over to
consumer products through licensing."
Heller will co-host "How to Create an Entertainment Licensing Program from Scratch" during the Licensing Expo.

Art Licensing
The company's art licensing runs the gamut from modern to
classic, cartoon to photography and bright and colorful pop
art. Its art clients include
designer Debra Valencia
(see sidebar), international
design house Turnowsky
and cartoonists Mary Engelbreit and Gary Patterson, and this year they are
introducing emoji icons
from EmojiOne and collegiate artist Cory Paige.
All of these artists' work can be
found on a variety of licensed
products, including
stationery
and home goods.
"I have always


http://www.RETAIL-MERCHANDISER.COM

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
Retail Merchandiser - May/June 2017 - 6
Retail Merchandiser - May/June 2017 - 7
Retail Merchandiser - May/June 2017 - 8
Retail Merchandiser - May/June 2017 - 9
Retail Merchandiser - May/June 2017 - 10
Retail Merchandiser - May/June 2017 - 11
Retail Merchandiser - May/June 2017 - 12
Retail Merchandiser - May/June 2017 - 13
Retail Merchandiser - May/June 2017 - 14
Retail Merchandiser - May/June 2017 - 15
Retail Merchandiser - May/June 2017 - 16
Retail Merchandiser - May/June 2017 - 17
Retail Merchandiser - May/June 2017 - 18
Retail Merchandiser - May/June 2017 - 19
Retail Merchandiser - May/June 2017 - 20
Retail Merchandiser - May/June 2017 - 21
Retail Merchandiser - May/June 2017 - 22
Retail Merchandiser - May/June 2017 - 23
Retail Merchandiser - May/June 2017 - 24
Retail Merchandiser - May/June 2017 - 25
Retail Merchandiser - May/June 2017 - 26
Retail Merchandiser - May/June 2017 - 27
Retail Merchandiser - May/June 2017 - 28
Retail Merchandiser - May/June 2017 - 29
Retail Merchandiser - May/June 2017 - 30
Retail Merchandiser - May/June 2017 - 31
Retail Merchandiser - May/June 2017 - 32
Retail Merchandiser - May/June 2017 - 33
Retail Merchandiser - May/June 2017 - 34
Retail Merchandiser - May/June 2017 - 35
Retail Merchandiser - May/June 2017 - 36
Retail Merchandiser - May/June 2017 - 37
Retail Merchandiser - May/June 2017 - 38
Retail Merchandiser - May/June 2017 - 39
Retail Merchandiser - May/June 2017 - 40
Retail Merchandiser - May/June 2017 - 41
Retail Merchandiser - May/June 2017 - 42
Retail Merchandiser - May/June 2017 - 43
Retail Merchandiser - May/June 2017 - 44
Retail Merchandiser - May/June 2017 - 45
Retail Merchandiser - May/June 2017 - 46
Retail Merchandiser - May/June 2017 - 47
Retail Merchandiser - May/June 2017 - 48
Retail Merchandiser - May/June 2017 - 49
Retail Merchandiser - May/June 2017 - 50
Retail Merchandiser - May/June 2017 - 51
Retail Merchandiser - May/June 2017 - 52
Retail Merchandiser - May/June 2017 - 53
Retail Merchandiser - May/June 2017 - 54
Retail Merchandiser - May/June 2017 - 55
Retail Merchandiser - May/June 2017 - 56
Retail Merchandiser - May/June 2017 - 57
Retail Merchandiser - May/June 2017 - 58
Retail Merchandiser - May/June 2017 - 59
Retail Merchandiser - May/June 2017 - 60
Retail Merchandiser - May/June 2017 - 61
Retail Merchandiser - May/June 2017 - 62
Retail Merchandiser - May/June 2017 - 63
Retail Merchandiser - May/June 2017 - 64
Retail Merchandiser - May/June 2017 - 65
Retail Merchandiser - May/June 2017 - 66
Retail Merchandiser - May/June 2017 - 67
Retail Merchandiser - May/June 2017 - 68
Retail Merchandiser - May/June 2017 - 69
Retail Merchandiser - May/June 2017 - 70
Retail Merchandiser - May/June 2017 - 71
Retail Merchandiser - May/June 2017 - 72
Retail Merchandiser - May/June 2017 - MCover1
Retail Merchandiser - May/June 2017 - MCover2
Retail Merchandiser - May/June 2017 - M1
Retail Merchandiser - May/June 2017 - M2
Retail Merchandiser - May/June 2017 - M3
Retail Merchandiser - May/June 2017 - M4
Retail Merchandiser - May/June 2017 - M5
Retail Merchandiser - May/June 2017 - M6
Retail Merchandiser - May/June 2017 - M7
Retail Merchandiser - May/June 2017 - M8
Retail Merchandiser - May/June 2017 - M9
Retail Merchandiser - May/June 2017 - M10
Retail Merchandiser - May/June 2017 - M11
Retail Merchandiser - May/June 2017 - M12
Retail Merchandiser - May/June 2017 - M13
Retail Merchandiser - May/June 2017 - M14
Retail Merchandiser - May/June 2017 - M15
Retail Merchandiser - May/June 2017 - M16
Retail Merchandiser - May/June 2017 - M17
Retail Merchandiser - May/June 2017 - M18
Retail Merchandiser - May/June 2017 - M19
Retail Merchandiser - May/June 2017 - M20
Retail Merchandiser - May/June 2017 - M21
Retail Merchandiser - May/June 2017 - M22
Retail Merchandiser - May/June 2017 - M23
Retail Merchandiser - May/June 2017 - M24
Retail Merchandiser - May/June 2017 - M25
Retail Merchandiser - May/June 2017 - M26
Retail Merchandiser - May/June 2017 - M27
Retail Merchandiser - May/June 2017 - M28
Retail Merchandiser - May/June 2017 - M29
Retail Merchandiser - May/June 2017 - M30
Retail Merchandiser - May/June 2017 - M31
Retail Merchandiser - May/June 2017 - M32
Retail Merchandiser - May/June 2017 - M33
Retail Merchandiser - May/June 2017 - M34
Retail Merchandiser - May/June 2017 - M35
Retail Merchandiser - May/June 2017 - M36
Retail Merchandiser - May/June 2017 - M37
Retail Merchandiser - May/June 2017 - M38
Retail Merchandiser - May/June 2017 - M39
Retail Merchandiser - May/June 2017 - M40
Retail Merchandiser - May/June 2017 - M41
Retail Merchandiser - May/June 2017 - M42
Retail Merchandiser - May/June 2017 - M43
Retail Merchandiser - May/June 2017 - M44
Retail Merchandiser - May/June 2017 - M45
Retail Merchandiser - May/June 2017 - M46
Retail Merchandiser - May/June 2017 - M47
Retail Merchandiser - May/June 2017 - M48
Retail Merchandiser - May/June 2017 - M49
Retail Merchandiser - May/June 2017 - M50
Retail Merchandiser - May/June 2017 - M51
Retail Merchandiser - May/June 2017 - M52
Retail Merchandiser - May/June 2017 - M53
Retail Merchandiser - May/June 2017 - M54
Retail Merchandiser - May/June 2017 - M55
Retail Merchandiser - May/June 2017 - M56
Retail Merchandiser - May/June 2017 - M57
Retail Merchandiser - May/June 2017 - M58
Retail Merchandiser - May/June 2017 - M59
Retail Merchandiser - May/June 2017 - M60
Retail Merchandiser - May/June 2017 - M61
Retail Merchandiser - May/June 2017 - M62
Retail Merchandiser - May/June 2017 - M63
Retail Merchandiser - May/June 2017 - M64
Retail Merchandiser - May/June 2017 - M65
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_novemberdecember2019_issue6A
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_septemberoctober2019_issue5
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_septemberoctober2019_issue5a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_julyaugust2019_issue4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue4a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue3
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue3a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2A
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue6
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue5
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue3
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20171112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170304
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_globalsen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_nextgen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910
http://www.nxtbook.com/nxtbooks/phoenix/rm_20140708_reprint
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130506
http://www.nxtbook.com/nxtbooks/phoenix/rm_mediakit2013
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20121112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20111112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20110910
http://www.nxtbookMEDIA.com