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SBJ/July 25-31, 2011/Marketing and Sponsorship
NHL licensees discuss labor, latest offerings
Published July 25, 2011, Page 8
“Big stores weren’t buying holiday yet, or, if they were, it was much lighter,” said Adam Pennington, owner and CEO at watch licensee Game Time. “Now it’s back to business.”
“I kept being asked if [an NFL work stoppage] would benefit us,” said Brian Jennings, NHL executive vice president of marketing, “but uncertainty hurts everyone in this business and those dollars were not going to automatically be coming in our direction.’’
Boston Bruins championship merchandise is enjoying explosive sales.
KILLER Bs: Heading into the championship, sales of Bruins product was strong, but not overly so, and licensees and retailers were wondering if the championships in Boston were becoming so routine that consumers were getting blasé. However, once Boston took home its sixth Stanley, sales exploded, to the point where league officials now say it will end up being bigger than the Chicago Blackhawks’ 2010 hot market.
“Even in the finals, retailers were saying it was good but not spectacular,” Jennings said. “Now we’re looking at it as one that will beat Chicago handily, be one of our top five [ever] and something with a long tail.”
“There was definitely a slow build for Bruins merchandise,” said Ken Goldberg, a licensed buyer for New England-based Roster Stores, “but the momentum is still building for us.’’
Jennings’ early forecast is for next year’s sales to jump 5 to 7 percent, but he warned that the cost of raw materials like cotton and increases in costs for gasoline, and therefore shipping, will affect consumers. “Suppliers have been eating those costs for a while,” he said, “but we’re beginning to see those expenses being passed on to consumers. So it will be interesting to see how consumers react.”
Mad Engine was showcasing a new line of NHL apparel, cross-licensed with Disney’s Phineas & Ferb animated characters.
“It’s about finding new consumers and new distribution by getting into retail in places we haven’t been before,” said Jim Haskins, NHL group vice president of consumer products.
Levelwear, another Canadian-based licensee, was one of many firms taking advantage of printing and transfer technology allowing new, different and more indelible images on a variety of fashion/lifestyle licensed products, both apparel and hard goods. Another such example was St. Louis-based Three60 Gear apparel, which, having added an NHL agreement to its MLB and NBA rights, was showing off its line of Under Armour-esque performance T-shirts (for about $35) with “dye sublimation” player images so vivid that comparing them to a regular T-shirt was the equivalent of comparing an HDTV to an analog set. Each shirt has a number through which the buyer can get more information on the particular photo on the shirt, so there’s also a collectible element.
horn, operated by a puck-shaped remote control and priced at $45. Fan Fever already has extensions of the goal light, with a keychain version ($8 MSRP) and a string of goal chain holiday lights ($23). “It’s enough fun for hockey fans that we think it can be a great gift or impulse item,” said Fan Fever’s Eric Stoneman, adding that the inspiration came during the 2010 playoffs, when he had a red light bulb in his basement that had to be turned on manually each time the Hawks scored on their way to a championship. … Pangea Brands, the company behind the ProToast licensed toaster, is looking for a nostalgia play with a sports licensed version of Shrinky Dinks, the kids craft set in which flexible sheets become hard plastic when heated and can then be used to make key chains and costume jewelry. They’ll be priced at $15 for a pack of a dozen “dinks.”