Retail Merchandiser - September/October 2012 - (Page 60)

Licensing BRENTWOOD LICENSING The Personal Touch Brentwood Licensing founder and owner Joel Barnett takes an active, hands-on role in developing licensing opportunities for his various clients. or Joel Barnett, there’s more to licensing a brand than just placing a name on a product and putting it on store shelves. Barnett, the owner of Irvine, Calif.-based boutique licensing agency Brentwood Licensing, believes in understanding the needs of his clients and what makes their brands unique. “Being a small agency, I personally am able to deal one-on-one with our great clients and brands, and I’m also out there going to trade shows and talking to licensees,” he says. “I have the ability to react quickly to clients’ needs and believe in coming up with creative ways to drive licensing to make a product unique.” For two of Brentwood’s clients, Barnett’s approach to licensing is paying off in new products that are helping them reach new audiences while remaining true to their unique and independent spirit. “One thing Joel brings to the table is that he takes the time to understand what a brand means and what markets it can be sold to, and a lot of people don’t do that,” explains Catesby Jones, founder of clothing retailer Peace Frogs, which has 20 store locations. “It takes time to build a licensing program, and he understands what our brand means and how to position it in the marketplace.” For Jon Kurtz, founder and co-owner of apparel and gift brand Dog Is Good, Barnett’s personality, character and contacts also distinguish Brentwood Licensing. “Joel brings connections we don’t have, knows people in the industry and was able to get us noticed,” he says. Barnett first approached him about licensing opportunities after seeing Dog Is Good products while on vacation in Hawaii. “I evaluate the character of the person as much, if not more, than other factors, and liked Joel. He understood our brand and thought we had a good, positive message.” Barnett founded Brentwood Licensing in 2006 and has more than 20 years of licensing, sales, marketing and business development experience, including Disney and Wish Licensing. F Joel Barnett, owner Irvine, Calif. 60 September/October 2012

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2012

Retail Merchandiser - September/October 2012
Brand Licensing Europe
Showrooming Mushrooming
Pinch the Grinch
Category Insight
Upfront: BJ's Wholesale
Mind Candy
Outfit 7
Halfbrick Studios
Redasign Studio
Sony Pictures Consumer Products
Brentwood Licensing
Andrews McMeel Publishing
Chestnut Petroleum Distributors Inc.
The Hartley Co.
Mollie Stone’s Markets
Regal Oil
80Purple Cow Stores
Ocean State Job Lot
Staples Canada
Brookshire Grocery Co.
Wally’s Food Pride
Jewelry Television
Skin Science Labs Inc.
Great Clips
New & Noteable

Retail Merchandiser - September/October 2012