TOTAL LICENSING
GREEN ISSUES
- and the licensing industry
Eco issues and ‘green’ living is becom- individuals to live in a more sustain- and Stanford. After the initial success
ing part of every day life and con- able manner. of the licensing program, Pargman says
science. Congestion charges, catalytic “All of us at Beanstalk recognize the that people lost interest in the envi-
converters and electric cars make growing environmental challenges we ronmental movement and there was
us aware of our own emissions and all face and are honoreded toto workork withwith no momentum to push the cause un-
‘carbon footprint’. Recycling initiatives pre-eminent global conservation or- til now. “There is a lot of awareness
resulting in an array of coloured bins ganization, World Wildlife Fund,” said and consciousness on the environ-
outside peoples houses, ‘bags for life’ Michael Stone, CEO and President ment and climate change and all of
in supermarkets and encouragement of The Beanstalk Group. “Interest in the things I have been trying to do are
to wash clothes at lower tempera- sustainable products and living is at an finally starting to happen. People have
tures makes us aware of our own re- all time high, and rightfully so. It is im- a different attitude about it now,” says
sponsibilities for waste and recycling. portant that WWF parlay its leader- Pargman. “When we launch the licens-
“The movement
With words like carbon footprint, ship position to help consumers make ing program for Save the Earth this
eco-tourism, being green, eco-friendly, smart choices about the products time around it will be behind a strong
toward conscious
organic and fairtrade etc finding their they buy and use everyday.” movement and a message that is here
living is reaching
way into our daily vocabulary, Total Li- Neal Pargman, the founder and to stay.”
critical mass, and in
censing has decided to investigate this president of Save the Earth, is re- Becoming aware of the world in which
environmentally-conscious phenom- launching the brand to the licensing we live and eco issues is not just in
doing so, is trans-
enon and the way in which it is affect- community with hopes of raising the the shops and in the streets but also
forming both com-
ing the licensing and retail markets. 36-year-old organization’s awareness on our TV screens. OnOn behalfbehalf ofof
merce and culture.”
As consumers, manufacturers, buyers, while educating the world about glo- BBC Worldwide, the Joester Loria
licensees and licensors, we need to bal climate change. Pargman officially Group is launching an integrated li-
John McInnerny,
look at greener alternatives that can re-launched the licensing program by censing and merchandising program
Allsorts Media. really be taken on board and main- signing a deal with Pacific Dry Goods. in the US and Canada for BBC’s epic,
tained or we will get left behind in this The eco-friendly manufacturer of the Emmy award-winning production,
move to greener pastures. eco towel and eco sponge will place Planet Earth.
It is clear that conscious living and a Save the Earth stickers on the pack- Planet Earth has generated unprec-
move back to more natural way of life aging of its products. The towel and edented consumer interest with
is very much a modern desire shown sponge will be available at Whole over 65 million viewers of the initial
by the huge popularity of events such Foods Market, Trader Joe’s and Albert- 11 part-series which aired on Dis-
as The Natural and Organic Products sons in the US. Save the Earth also covery, making it the most-watched
Europe which in 2006 saw 6000 buy- partnered with electronics manufac- cable event of all time and the top-
ers attending the show represent- turer Sakar International to place the performing Video On Demand event
ing £2.7 billion of the sectors annual stickers on their packaging. Pargman with more than 2 million viewers. Ad-
spend. is in negotiations for more traditional ditionally, Planet Earth continues to
There is a resur- licensing programs with backpacks, T- be the number one HD DVD release
gence of established shirts and shoes. of all time. A dedicated Planet Earth
eco-companies and “Everyone wants to say they are eco website,
www.loveearth.com and new
brands as the market and green but very few of these com- entertainment, including a theatrical
faces up to Green is- panies have been around as long as film and new DVD releases in 2008
sues. The Beanstalk Save the Earth. This is not a trend that will deliver long term viability for the
Group has recently we are just jumping on,” says Pargman. brand.
announced the addi- He says the whole idea of the organi- BBCW and the Joester Loria Group
tion of its first global zation was to get the message out are committed to establishing Planet
conservation client, by licensing the logo and then using Earth, as a trusted and recognized
World Wildlife the royalties to support the Save the sustainable products brand designed
Fund (WWF). To- Earth Foundation, which was started to celebrate the beauty and splendor
gether, Beanstalk and in 1988 and gives grants to colleges of our extraordinary world. All Plan-
WWF will develop an and universities for climate change et Earth merchandise will meet high
innovative licensing and environmental research. levels of eco-friendly materials and
program that assists Pargman says that Save the Earth’s manufacturing.
the brand in raising first foray into licensing in 1990 gen- Licensing partners and products
funds for its work erated more than $20 million in roy- launching in Spring 2008 include: Amer-
around the world, as alties, which helped fund research at ican Greetings for Social Expressions/
well as encouraging Duke University, U.C. Davis, UCLA Gift Wrap and Greeting Cards, Calen-
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