TOTAL LICENSING
branded apple slices to hamburger Licensing-Depen-
patties. Disney also launched a new dent Categories.
licensed cereal program with Gen- Certain categories
eral Mills, allowing General Mills to depend on licensing
launch Disney-branded products (like more than others to
“Disney’s Mickey Mouse Clubhouse communicate new fea-
Berry Crunch” - not co-branded with tures and benefits to
other General Mills brands) at value consumers, and so are
pricing – something Disney had always always reflecting new
rejected. trends. Those cat-
Disney has struggled to find the right egories include frozen
fit for its brands in food licensing, and novelties (a leading
these partnerships may answer the new product in 2006
question whether consumers can was the Lifesavers
view “Mickey Mouse” food products Popsicle); meat snacks
as the real thing. and jerky (even Har- ley-
more developments in this category
Davidson launched a product with
as others hope to achieve what Mar-
Conagra in 2006); flavored milk (Ben
tha Stewart’s CEO called her brand’s
& Jerry’s launched a clever new line
“greatest untapped opportunity.”
of licensed milkshakes in familiar ice
cream flavors); and barbecue sauces Food Licensing: Looking
and marinades (many would like to Ahead
emulate Heinz’s success with its line
of Jack Daniel’s sauces). Food licensing remains an under-rec-
Celebrities. This category is grow- ognized but giant field within the food
ing in activity. In the last two months industry at large. While almost all
alone, Costco announced a partner- major food retailers and food com-
ship with Martha Stewart for a line of panies engage in food licensing, they
do so in vastly different manners and
degrees. At IMC Licensing, we hope
NASCAR. Everyone knows NAS- that the next few years brings
CAR is a huge brand, but few think us better ways to evaluate
of it as a huge consumer product the actual scale and impact
brand. Yet NASCAR generates more of food licensing, which will
than $2 billion in licensed retail sales in turn allow food compa-
every year – it is a bigger brand at nies the ability to apply more
retail than Gatorade or Kleenex. An uniform best practices to this
increasing amount of those retail sales work. We believe that bet-
come from food products – frozen ter measurement tools will
burgers, chicken wings, OREO cook- confirm that food licensing is
ies, and Kellogg’s co-branded cereals, an even bigger business than
to name a few. Licensees report an previously recognized, and we
ever-increasing appetite for NAS- believe that food licensing will
CAR-branded products, at breakfast, fresh, refrigerated and frozen foods, keep growing at rate of up to 10% per
lunch and dinner. and General Mills expanded a part- year over the next five years. There
nership with “Molto” Mario Batali to will always be some risk associated
include a line of branded pasta din- with licensing, but properly valuing its
ners. As with any celebrity licensing, benefits will make it easier for manu-
individuals have the ability to diminish facturers and retailers to evaluate and
the value of their own brands over- choose the right opportunities for
night, which poses a unique risk in this them.
category; retailers could not pull foods IMC Licensing represents more food and
licensed with Don Imus’ name quickly beverage companies, and has done more
enough when the shock jock’s reputa- food and beverage licensing deals, than
tion went downhill this Spring. Critics any other firm in the country. This article
have correctly noted that long-term represents a snapshot of our annual up-
successes in this category (like Paul date on the “State of the Food Licensing
Newman’s) are rare, but expect to see Industry” in 2007.
64
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