MLB and the Jackie Robinson Foundation will host a
press conference on Wednesday in New York to unveil a series
of initiatives to celebrate the 50th Anniversary of
Robinson's entry into the major leagues (MLB). In New York,
Richard Sandomir looked at the marketing of Robinson under
the header, "Robinson's Image Goes to Market." Sandomir:
"Because as Robinson's skills, courage and athleticism are
recalled in videos, photos and statues, his memory will also
be evoked through McDonald's lapel pins, Coca-Cola bottles,
an Apple Computer television commercial and 12-inch Hasbro
Toy action figures." Michael Scott Jones, a staff member
for the Jackie Robinson Foundation, which provides $5,000-a-
year college scholarships to minority students, said it is
not the "desire" of Robinson's widow, Rachel "to
commercialize or bastardize Jackie's name." Through a
"variety of efforts" the foundation is looking to increase
its endowment by $12M. Indianapolis-based CMG Worldwide is
the Robinson estate's licensor (N.Y. TIMES, 2/13).
MLB MARKETING NEWS & NOTES: Malley's Chocolates of
Cleveland will produce a new Chipper Jones candy bar
expected to hit Atlanta in April. In addition to the
Chipper candy bar, Malley's also makes the Albert Belle bar
(ATLANTA CONSTITUTION, 2/23)....Reebok has added the Red
Sox' Mo Vaughn to its list of MLB endorsers (BRANDWEEK, 2/24
issue)....Orioles OF Tony Tarasco said he turned down
several commercial offers stemming from Yankees fan Jeff
Maier's play on a fly ball during the ALCS last year,
including one from Kodak (WASHINGTON POST, 2/22).
