by Kara Faulk, Editorial Assistant
The Condé Nast Licensing department is developing licensing partnerships for the company’s renowned brands. Allowing readers and fans of the Condé Nast collection of publications to experience the brands in new ways is a smart move, and they’re doing a fantastic job at it, if I do state my own personal opinion. Condé Nast‘s vision is evident in the collaborations, while the extensions are creating additional revenue streams for the company. As I began researching the company’s extensions, I realized just how deep my fandom for Conde Nast publication goes. Without intention, I somehow own at least one product from every collaborative line.
The Bon Appetit Collection, featuring cookware and small appliances, may be found on HSN. The collection includes glassware, cookware, bakeware, tableware, cutlery, coffee and tea pitchers and carafes, kitchen textiles, appliances, cooking and baking tools and accessories, and food storage products. HSN also features Bon Appetit cookbooks, Bon Appetit The Grilling Book and Bon Appetit Dessert Book. I love to bake and was given the dessert cookbook as a gift from a friend who mutually benefits from this purchase, as I have baked many sweet treats for parties using recipes from its pages. The book is a good mix between healthy and indulgent treats—something that you don’t often find.
Brides wedding collection of stationary and accessories is featured at Michaels. I love the Brides line at Michaels. The invitations are beautifully designed, and the instructions for doing them yourself are fool-proof. I have used them for the announcement of many bridal showers and even for a friend’s wedding invitations. They have always turned out perfect, and there is not a creative bone to be found in my body. DIY is seldom a term that I use, much less execute, but these saved me a lot of money as weddings and bridal events quickly become very expensive. No one can tell the difference in these invitations and those that were delivered from a professional printing company at a much higher price. Building on the success of the DIY wedding invitations and stationery program at Michaels, Brides and Gartner Studios are now developing a social expressions program. The line will include greeting cards, roll wrap, gift bags, and accessories, and is scheduled to launch in 2014 at major retailers nationwide.
The New Yorker’s title now covers more than just magazines. By exclusive arrangement with the magazine, Barnes & Noble has a collection of Nook covers bearing the name. The design for the pictured Nook cover reproduces one of the magazine’s classic covers, created by Charles E. Martin in 1969. This particular cover adorns my reading tablet. I love to read The New Yorker, and I feel doubly literary-minded using this cover on my pseudo-book. The images used for the covers are printed on durable cotton canvas, and a slide pocket features a woven New Yorker/NOOK logo patch. The covers are only available in styles used for the Nook HD tablet but come in a fairly large variety of covers to choose from.
WIRED magazine line of tech accessories are now sold at Target. Target Corporation and WIRED have created “WIRED Editors’ Picks for Target,” an assortment of consumer electronics and gadgets designed to simplify and enhance digital music streaming, photography, personal fitness, and more. Products chosen by WIRED editors include an Adonit stylus for tablets, NuForce earbuds, and an Olloclip camera lens for the iPhone 5. Target has also partnered with Neiman Marcus, Tory Burch, and Missoni, so this seems to be a smart move on WIRED’s part. I purchased the collection’s Fitbit Wireless Activity Tracker, and um… hello addiction! Knowing my activity level every day makes me want to forego the train and walk home after work. The device tracks steps, distance, and calories burned. It automatically syncs the user’s daily totals to his or her Fitbit account. Using the app, users can compare activity with that of their Fitbit friends. This method of friendly competition quickly brings out my competitive side; fitness gurus rejoice! Users can also set goals and track progress over time. The entire collection is available now at Target stores and at Target.com/wired.
SELF and fitness equipment manufacturer, CAP Barbell Inc., partnered on the magazine’s line of branded fitness products. Earlier this year, I attended a SELF magazine free workout in Central Park. The magazine hosted aerobic classes all weekend utilizing the magazine-branded equipment. Priced from $9.99 to $39.99, products include hand weights, fitness hoops, weighted balls, yoga mats, weighted vests, and jump ropes. The Drop Ten Diet, a book by editor in chief Lucy Danziger, is also a part of the line. The products have been tested and approved by SELF fitness editors and work in conjunction with many SELF workouts. Each piece of equipment will include QR codes linking consumers to online tips for proper use, as well as exercise routines designed by SELF specifically for that piece. Conde Nast is the first media company to join Fremantle Media’s list of third-party brands.
Other collaborations include Teen Vogue‘s juniors department fashion line, mstylelab, with Macy’s. The brand is continuing to develop new collaborations in markets for food, fitness apparel, social expression, stationary, and gift. I think it’s vital to the world of publications to start making these connections, to keep the brands alive by taking new avenues and adding them to the ones that your loyal readers know and love.
For more commentary from Kara, check back often. Views expressed in this column are solely those of the author and do not necessarily reflect the views of The Licensing Book as a whole. We hope that you will share your comments and feedback below. Until next time!