Retail Merchandiser - March/April 2012 - (Page 62)

Licensing RUBIE’S COSTUME CO. INC. Success in Costumes Whether it is the hottest licensed products or traditional favorites, Rubie’s Costume Co. Inc. manufactures costumes for retailers and consumers throughout the world. Howard Beige Melville, N.Y. ubie’s Costume Co. Inc. has developed a worldwide presence that keeps its costumes in demand throughout the year. As the Beige family has come to know since they founded the company and oversaw its international growth, different cultures seek costumes for a variety of celebrations. For instance, in Germany, Rubie’s peak season is Fashing, a traditional celebration that culminates with the beginning of Lent. In England, Rubie’s retail distributors demand the fanciest costumes for masquerade parties that take place year-round. Of course, here in the United States, September R through October is the height of costume purchasing in preparation for Halloween festivities. What hasn’t changed, however, is that while the demand for the latest trends in costume ideas vary year to year, price points must stay consistent for customers who want to step out of reality even when the economy struggles. “I’m not saying this industry is recession-proof, but it is resistant,” Executive Vice President Howard Beige says. “As the economy becomes tough, people will cut back on large purchases, but who tells a child not to celebrate Halloween?” Not Rubie’s, that’s for sure. The company was founded by husband-and-wife duo Rubin and Tillie 62 March/April 2012

Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2012

Retail Merchandiser - March/April 2012
Creating Value
Design Strategies
Toy Fair 2012 Wrap-Up
Expo West 2012 Wrap-Up
Fashion Week
Category Insight
China Sourcing Fair 2012 Preview
Cover Story: Jessica Simpson
charming CHARLIE
Fantastic Sams
The Bargain! Shop
Sportsman’s Warehouse
Fruth Pharmacy
Apricot Lane Boutique
Hi-School Pharmacy
Hallmark Cards Canada
Metropolitan Transportation Authority
Rubie’s Costume Co.
Fashion Angels
K’NEX Brands
Total Wine & More
Sigel’s Beverages
O&W Inc.
New Hampshire State Liquor Commission
Kohler Distributing Co.
New & Notable

Retail Merchandiser - March/April 2012