When Noodle Head, Inc., launched Pawparazzi Pets in 2006, the toy line was playing off the trend of celebrities carrying their pets in purses. Since then, Pawparazzi Pets has evolved into an interactive website and a soon-to-be licensing program. Sharon Bennett, president of Bennett Branding, the licensing agency for Pawparazzi Pets, explains the strategy behind the licensing program and Pawparazzi Pets’ entrance into mass market.
From May 11–15, the Jacob Javits Convention Center will host the 25th annual Surtex. The trade show launched in a time when there was very little licensing taking place in the art licensing space and has grown in prominence as the category itself has grown exponentially.
Earlier this year, Global Icons signed on to represent the Ford Motor Company worldwide for licensing. Global Icons intends to support Ford’s brand initiatives by increasing brand exposure through product offerings worldwide. Global Icons’ CEO, Jeff Lotman, talks about the developing Ford program.