Retail Merchandiser - September/October 2013 - (Page 30)

Licensing SEAWORLD PARKS & ENTERTAINMENT Making Waves The three-year-old consumer licensing efforts at SeaWorld Parks & Entertainment already have spawned approximately 300 products from 30 licensees. A Scott Helmstedter, chief creative officer Orlando, Fla. 30 lthough the first SeaWorld theme park was established more than 50 years ago and the company has always branded itself on merchandise sold within the parks, the consumer licensing efforts of SeaWorld Parks & Entertainment have begun to swell only in the past three years. Now with approximately 300 products from 30 licensees, the wave of the company’s future licensing efforts is likely to become a tsunami of branding. Already SeaWorld Parks & Entertainment licenses toys, books, apparel, games, movies and backto-school items. It also is licensing animal crackers at Walmart, a new Hasbro Monopoly game, and at Christmas, three new Barbie dolls from Mattel. SeaWorld has branded merchandise at Toys ‘R’ Us, Walgreens, and in 2014, in 1,200 Petco stores with products for aquatic pets and domestic animals such as dogs and cats. “We’re excited because Petco is a like-minded company that shares our commitment to conservation and education,” says Deana Duffek, SeaWorld’s corporate director for licensing products. That is what SeaWorld seeks in a licensing partner, she says. A portion of consumer product sales benefits the SeaWorld and Busch Gardens Conservation Fund, a nonprofit foundation that supports wildlife research, habitat protection and conservation education. “Throughout our product development initiatives, we’re looking to really expand on the sustainable products,” Duffek says. “We also like to make conservation education fun, so entertaining and engaging would be our second tier of that.” SeaWorld Parks & Entertainment has 11 theme parks in the United States under the brands of SeaWorld, Busch Gardens and Sesame Place. They attracted more than 24 million guests in 2012. In 2011, the company began licensing consumer products under its brands and extending them into movies, television and digital media. September/October 2013 Digital Presence To expand the company’s brand, SeaWorld is offering a free game download for the iPhone and iPad called “Turtle Trek.” It is a forward-motion game in which the gamer helps a sea turtle navigate through a variety of challenges with the help of

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2013

Retail Merchandiser - September/October 2013
BLE 2013
Cyber Defense
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
Bagels or Bookcases
Healthy Food
NACS 2013
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.
La Vie en Rose
New & Notable

Retail Merchandiser - September/October 2013