Retail Merchandiser - May/June 2012 - (Page S58)

Licensing UNIVERSAL PARTNERSHIPS & LICENSING A Whole Lot of Leverage The strength of its numerous properties helps Universal Partnerships & Licensing get retailers and partners excited about its new films and unique licensing programs. Jamie Stevens Los Angeles hanks to the array of hit films and properties from Universal Pictures, Universal Partnerships & Licensing has the opportunity to create desirable licensing, branding and marketing programs. Part of NBCUniversal, Universal Partnerships & Licensing leverages the inherent brand strength within each title. It reviews the film’s target audience and script, and takes into account whether the title is a sequel. “We get together with our promotion, retail, licensing and digital teams to determine where we will take the program and how it should be developed strategically,” Senior Vice President of Global Retail Development Jamie Stevens says. T “From there, we determine what kind of products are best given the target audience.” This is particularly exciting considering Universal’s partnership with Illumination Entertainment. Illumination’s first three feature films – “Despicable Me,” “Hop” and “Dr. Seuss’ The Lorax” – all targeted a broad audience, which opened up a range of possibilities for retail programs. “Because [“Despicable Me”] was a new IP, we strategically created a tight licensing program and supported it with initiatives at retail that had never been done before, ” Stevens says. “For instance, we partnered with Best Buy to create 58 May/June 2012

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