SBD/February 7, 2011/Marketing and Sponsorship

Joe DiMaggio Merchandise Line Expected To Launch Next Year

DiMaggio trading cards, bats, T-shirts and jerseys will be part of new line
The estate of Joe DiMaggio has signed a deal to put the late Baseball HOFer’s “name and likeness on a slew of new merchandise that's planned to launch next year,” according to James Covert of the N.Y. POST. MODA Licensing President & CEO Michelle Alfandari said that “an assortment of trading cards, bats, T-shirts and jerseys are already in the works” to commemorate the 70th anniversary of DiMaggio's 56-game hitting streak. Alfandari said that the “bigger initiative is to develop a stable of enduring product lines inspired by Joltin' Joe, from food to fragrances.” A new line of “men's clothing and accessories aimed at department stores will be a special focus.” Dominant Players Owner Elizabeth Kanna, whose firm is devising a brand strategy for the efforts, said that the deal is worth "millions and millions," but declined to be more specific. Kanna compared DiMaggio's “superstardom to that of his one-time wife Marilyn Monroe, whose image rights likewise were acquired last month by a different licensing firm.” Sources said that that deal “was cut for less than $50 million after about six months of talks.” Morris Engelberg, DiMaggio's lawyer who is serving as counsel for the licensing initiative, said that he will “impose a few strict guidelines.” He noted that “until now the rights to DiMaggio's name have been granted only to a tiny handful of ventures, including Manhattan's West Side Highway and a children's hospital in Florida.” Kanna said that “Italian and ballpark fare such as hot dogs probably make sense” for food licensing (N.Y. POST, 2/7).
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