Retail Merchandiser - May/June 2012 - (Page S53)

Licensing MAJOR LEAGUE BASEBALL PLAYERS ASSOCIATION Fan-Friendly Products The Major League Baseball Players Association works to connect players and fans like never before. n the days before billion-dollar national TV contracts, interleague play and social media, there really were only two ways to see your favorite baseball players. You could either buy a pack of baseball cards, or you could sit in the stands and see them in person. Those are still viable options, of course, but there have never been as many ways for baseball fans to get as close as possible to their favorite players as there are now. The Major League Baseball Players Association (MLBPA) is known primarily as the collective bargaining agent for all current Major League players, but it also has the responsibility of exploring group licensing opportunities for them. “We have a logo, but that’s not really our brand,” explains Senior Cat- I egory Director, Apparel and Retail Development, Nancy Willis. “Our brand is the players.” Working with nearly 100 licensees on everything from baseball cards and video games to bobbleheads and T-shirts, the MLBPA develops products that keep fans connected to the players and the game. In the process, it has embraced new trends such as social media and created new forms of partnerships with licensees. To put it in baseball terms, the MLBPA already has a winning team on the field, but it never stops scouting for the next great up-and-coming player in the world of licensed products. With a number of new product categories inspired by recent trends and full access to the best players in the game, the MLBPA has a great lineup. May/June 2012 retail merchandiser 53

Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2012

Retail Merchandiser - May/June 2012
‘Push’ vs. ‘Pull’
Narrow Your Band
Celebrating in Style
Give a Little Something Extra
Charm City Cakes
LazyTown Entertainment
Binny’s Beverage Depot
Vallarta Supermarkets Inc.
Cintron Beverage Group
Total Wine and More
Golfsmith International Inc.
Barrow Fine Furniture
Hedahls Auto Plus
Kopp Drug Inc.
Grafton-Fraser Inc.
Intelligent Office Canada
A1 Counting Solutions
New & Notable
Focus on Licensing - May/June 2012
2012 Preview
Franchising Facts
Hello Kitty Charm
Playing It Up
Saban Brands Powers Up
Mars Retail Group
SEGA of America Inc.
Major League Baseball Players Association
Universal Partnerships & Licensing
Remington Arms Co.
Cartoon Network Enterprises
Hybrid Apparel
Agile Network
New & Notable

Retail Merchandiser - May/June 2012