Newsworthy
Synergy Licensing gains exposure for its properties, clients and business by utilizing its wealth of press contacts.
Synergy Licensing Named As Licensing Agent for Laura Ashley, Inc.
Fort Mill, SC. January 23, 2012 — Laura Ashley, Inc., the quintessential English lifestyle brand has added Synergy Licensing, LLC, a New York-based firm specializing in licensing, as its newest licensing agency.
With over 30 licensees already active, and an established and respected licensing program already in place, Synergy will be leveraging existing success into related product categories. Expansion into juvenile, toys, collectibles, publishing and consumable categories will be the initial focus. All licensed products will reinforce brand equity and reflect the integrity of the Laura Ashley name and reputation for designer quality merchandise. The 56 year heritage of the Laura Ashley lifestyle brand combined with Synergy's expertise in brand management, make for a natural fit.
“Our loyal Laura Ashley consumers look to us to provide a breadth of merchandise consistent with the distinctive look and quality that has made our brand so steadfast and successful” says Penne Cairoli, President, Laura Ashley . “Synergy Licensing understands our heritage and has the experience to bring us qualified licensees in categories that will enhance and grow the licensing program”.
“We are thrilled to be working with Laura Ashley” says Synergy principal, Randi Goodman. “We will continue to leverage Laura Ashley's global presence and tap into its strong English roots by identifying appropriate partners that will take the program to the next level.” Laura Ashley has an 88% awareness level, 450 stores worldwide, with presence throughout the UK, Europe, Asia, Australasia, Middle East, Russia and South America. Laura Ashley product can be found in over 25,000 retail doors in the US and Canada.
Synergy Licensing partner, Karen Diamond, agrees that “in addition to their recent launch of the company ecommerce website, commitment to social media, and strong retail presence, there are enormous opportunities for Laura Ashley licensees. Collaborating with Laura Ashley is an exciting opportunity for our agency.”
Carus Publishing Company Names Synergy Licensing As Licensing Agent
Chicago, IL., March 30, 2011 — Cricket Magazine Group, a division of Carus Publishing Company, a family owned global children's publisher, has named Synergy Licensing, LLC, a New York-based firm specializing in licensing, as its new licensing agency of record.
Through its publications, Cricket®, LadyBug®, BabyBug®, Click®, and more, Cricket Magazine Group has been enlightening, entertaining and educating children since its inception in 1973. With this partnership with Synergy Licensing, CMG will expand its brand portfolio by applying licensing and brand opportunities to appropriate product offerings in the marketplace. Synergy will license related trademarks, characters and content rich with music and activities that have captivated children's imaginations by nurturing a love of literature, science, art and so much more. LadyBug's key characters include LadyBug, Muddle and Thud™, fan favorites in every issue. BabyBug, enjoyed most by infants and toddlers, features Kim and Carrots™, a lovable stuffed bunny who accompanies Kim on adventures. Click the Mouse™ interacts with the readers throughout the different stories, photos, cartoons and activities, exploring science, nature and the arts. The award winning Cricket Magazine has been cherished by readers for nearly 40 years, in 50 states and 100 countries. The CMG brands are synonymous with exceptional quality, integrity, content and great value. The licensed products will reinforce brand equity and awareness through increased retail presence within the industry. The heritage of the CMG brands combined with Synergy's expertise in family friendly brands make for a natural fit.
“Our recent successful launch of the #1 educational LadyBug iPhone app, indicates the character's popularity with our core demographic. Our readers are deeply connected, relate to and love interacting with our stories, activities and characters. We are very excited about working with Synergy Licensing in our expansion efforts towards growing our brands.” said Jason Patenaude, President, Carus Publishing. According to Synergy principal, Randi Goodman, “With CMG's vast brand and character portfolio, there are exceptional cross promotional opportunities for Carus, their licensees and retail partners.” As a leader in direct marketing, Carus reaches over 1 million customers with over 40 million customer touches per year through electronic media and print.
Synergy Licensing partner, Karen Diamond, agrees that “there is a wealth of untapped material waiting to be leveraged, particularly in the toys, games and activity/crafts segments. Collaborating with CMG is an exciting opportunity for our agency.”
Dorel Juvenile Group Names Synergy Licensing, LLC as licensing agency of record.
Columbus, Ind. and Foxboro, Mass. (June 15, 2009) — Dorel Juvenile Group, Inc. (“DJG USA”), a division of Dorel Industries (TSX: DII.B, DII.A) and the nation’s largest juvenile products manufacturer, has named Synergy Licensing, LLC, a New York-based firm specializing in licensing brand opportunities, as its new licensing agency of record.
The relationship will expand Dorel Juvenile Group’s brand portfolio by applying licensing opportunities to appropriate product offerings in the marketplace in addition to the juvenile sector. Synergy will work to license related trademarks Baby on Board!™ and Nature Next™ which fall under the Safety 1st® brand umbrella, as well as Cosco®, a brand synonymous with exceptional quality at a great value. The whimsy of the Baby on Board! icon and the timeliness of Nature Next eco-conscious product lines lend themselves to more niche approaches to product extensions, while Safety 1st and Cosco licensed products will reinforce brand equity within the industry. The strength of Dorel Juvenile Group’s brands combined with Synergy’s deep experience in family oriented brands make for a natural fit.
“DJG USA is thrilled to join forces with Synergy on such an exciting venture to expand our Safety 1st and Cosco brand names, both leaders in the juvenile industry,” said Vinnie D’Alleva, EVP Business Development at Dorel Juvenile Group, Inc. “Our approach to the Dorel Juvenile Group licensing program is to keep the brands pure, focusing on creating product that is emotionally relevant and contemporary within the brand family. Synergy’s passion and true understanding of Dorel Juvenile Groups’ brands and related trademarks was clearly evident during the review process and we are confident their passion for DJG’s brands will translate proficiently to other product offerings.”
“Collaborating with Dorel Juvenile Group is an exciting opportunity for our agency,” said Karen Diamond, principal of Synergy Licensing. “More than ever, we recognize our client’s need to stand apart from their competition and we are equipped with the industry experience, knowledge and drive to set Safety 1st and Cosco apart from the rest.” Randi Goodman, principal of Synergy Licensing adds, “Retailers are looking for meaningful brand extensions to broaden assortments, and we plan to maximize those opportunities and relationships with the powerful brands Dorel Juvenile Group has to offer.”
Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products and bicycle company. Established in 1962, Dorel creates style and excitement in equal measure to safety, quality and value. The Company’s lifestyle leadership position is pronounced in both its Juvenile and Bicycle categories with an array of trend-setting products. Dorel’s powerfully branded products include Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile, as well as Cannondale, Schwinn, GT, Mongoose and SUGOI in Recreational/Leisure. Dorel’s Home Furnishings segment markets a wide assortment of furniture products, both domestically produced and imported. Dorel is a US$2.2 billion company with 4700 employees, facilities in eighteen countries, and sales worldwide.
Pair of Licensing Luminaries Launch Unique New Company
Agency Inks Several New Clients Including An Extremely Hot Mixed Martial Arts Brand
New York, NY (November 24, 2008) — Licensing veterans Karen Diamond and Randi Goodman have joined forces to form Synergy Licensing, LLC. With over 40 years of licensing, branding, retail and product development experience, Synergy offers clients a proven track record of building entertainment, character, corporate, fashion, celebrity and sports brands into widely successful merchandise and retail franchises. The agency takes the unique position of being a generalist agency specializing in all arenas, offering expertise in a myriad of category sectors while building properties into viable, profitable, long-term licensing programs.
“Synergy Licensing was created with the goal of being a firm that draws upon a hybrid mix of large AND boutique agency approaches,” said Principal Randi Goodman. “In essence we offer the experience and expertise of larger established agencies, combined with the creativity and senior-level client support that is the trademark of smaller firms.”
With the paint barely dry, Synergy has already inked several high profile brands, highlighted by Mixed Martial Arts (MMA) Light Heavyweight Champion, and New York Times best-selling author, Chuck “The Iceman” Liddell and his fast growing social network MMAJacked.com. Other clients include housewares giant Lifetime Brands, rising country music sensation Monty Lane Allen, and BackStage Pass, an intimate and candid collection of back stage Polaroid shots of top artists in Rock ‘N’ Roll.
“In an economy where many retailers and manufacturers are struggling to find a niche and differentiate their product assortments, the importance of finding the right licensing partners is critical,” said Karen Diamond of Synergy Licensing. “I credit much of our initial success to the reputation Randi and I have developed throughout the years, and the fact that we are innovative in our approach and implementation for our clients and licensees.”
From “Looney Tunes” to “Lord of the Rings,” and Pillsbury to Polaroids, the principals of Synergy Licensing have created and executed some of the most memorable and impactful brand enhancing campaigns in the licensing world. Reunited after 17 years, where they combined to drive the Warner Brothers licensing catalogue to unprecedented heights, both Diamond and Goodman boast a hall of fame resume of brand building excellence.
Diamond, who began her career in licensing at Liz Claiborne, boasts an extremely diverse background highlighted by extended stints at Time Warner, initially called Licensing Corporation of America (LCA), handling all aspects and categories of entertainment properties including Looney Tunes, DC Comics’ Batman and Superman, and Shari Lewis’ Lamb Chop. Under LCA Corporate Licensing, she was responsible for the launch of the character SPOT for 7UP, as well as licensing programs for Burger King, Pizza Hut, Pillsbury, Baskin Robbins, Radio City Music Hall, and Sports Illustrated for Kids. However, Diamond’s greatest triumph was the unparalleled growth of Pillsbury. Under Karen’s direction, the Pillsbury licensing program grew from four licensees in 1994, to over forty-five companies in 1999. With more than 500 licensed products in the marketplace, the licensing industry still considers the Pillsbury program a model for many corporate programs.
For over a decade as Senior Vice President of Licensing, Merchandising & Retail Development at New Line Cinema (a Time Warner company), Randi Goodman spearheaded licensing and retail programs for some of pop culture’s most memorable titles including the Austin Powers films, The Lord of the Rings trilogy, Sex and the City, A Nightmare on Elm Street, Friday the 13th, The Texas Chainsaw Massacre, Wedding Crashers, and Hairspray. Prior to New Line, Randi managed licensing programs at Warner Bros. Consumer Products for entertainment properties including Looney Tunes, DC Comics’ Batman and Superman, and Shari Lewis’ Lamb Chop.
