Retail Merchandiser - September/October 2013 - (Page 26) Licensing THE BIGGEST LOSER Winning Loser With an online membership club, fitness and health products, food lines, books, DVDs, resorts, exercise equipment and local run/walk events, ‘The Biggest Loser’ brand is proving a winner. I Kim Niemi, senior vice president of NBCUniversal Television’s consumer products group www.nbcuni.com Universal City, Calif. 26 retail-merchandiser.com n the burgeoning weight-loss industry, diet and exercise fads frequently disappear before the pounds they were supposed to remove do. But among the leading diet and exercise brands, NBC’s “The Biggest Loser” is in it for the long haul. The series, which is a production of Shine America, 25/7 Productions and 3 Ball Productions, begins its 15th season on Oct. 8. “Suffice it to say, we’re not a fad,” declares Kim Niemi, senior vice president of NBCUniversal Tele- September/October 2013 vision’s consumer products group. “We’re not going to jump onto the next bandwagon that’s coming in. Our philosophy hasn’t changed in 15 seasons, almost nine years. It’s consistent, and it’s tried and true. It takes dedication and commitment for people to stick to it, like anything in life. We have stayed very true to what we believe is the philosophy of this show with every partnership we’ve had. We’ve turned down licensees who didn’t meet our standards.” “The Biggest Loser” has clear guidelines from doctors and nutritionists for products it licenses. “So when we partner with someone, they go through our litmus test,” Niemi emphasizes. “We ask, what are you currently doing in the marketplace? How do you foresee engaging with our brand? We really push for improvement and change in their products.” The products must fit in with the health philosophies espoused on the show and in its books and DVDs. Among the latest licensees is Five Star Gourmet Foods, which later this year will introduce single-serve salads, fruit and veggie snacks, bagged salads and fresh and frozen steamed meals. Five Star Gourmet Foods has more than 20 years of experience in the prepared fresh and frozen food industry. “What we look for are licensees that have established credibility in the area that they’re bringing to us,” says Kerry O’Donnell, director of global licensing for NBCUniversal Television’s consumer products group. “Five Star Gourmet has a very established business and is nationally known. So we look to see that they’re experts in their area, and then to understand what it is they envision with ‘The Biggest Loser’ brand and how that would come to life.” Another food company whose Fit Popcorn carries “The Biggest Loser” logo of approval is named Popcorn, Indiana. “They’ve had such great success with it, they’ve reupped for another year,” O’Donnell http://www.retail-merchandiser.com Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2013 Retail Merchandiser - September/October 2013 Contents BLE 2013 Cyber Defense Coca-Globa Looney Tunes The Biggest Loser SeaWorld Parks & Entertainment LeBlanc’s Food Stores Clark Appliance 16 Handles Cycle Gear Wedge Community Co-op All-Rite Construction Inc. Radio Shack Terraco Inc. New & Notable Focus on Convenience Stores Contents Bagels or Bookcases Healthy Food NACS 2013 Upfront Casey’s General Store Monarch Custom Beverages Craig Distributing Nouria Energy Maritime Farms Speedy Q Markets Parker Cos. Orton Oil The Linn Cos. Tiger Fuel Co. Architec Housewares State Oil Co. 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