HOUSEWARES AND HOME FURNISHINGS SHOW STRONG RETAIL PRESENCE
While authentic clothing and electronic games are generally
thought as the "hottest growth areas" in licensed products,
housewares and home furnishings have "quietly created" their own
presence, according to SPORTING GOODS BUSINESS. The NBA reports
a 70% growth for licensed housewares in each of the last three
years, and the NFL At Home collection totaled $900M in sales for
'95. Almost all sales are outside the "sporting goods channel,"
with JCPenney and other department stores leading the way. Home
specialty stores and catalogs account for most of the rest.
League officials note the items can fill a void with the "soft"
licensed apparel market (SGB, 5/96 issue).