Spinning a Licensing Web
Having scored its first major licensing success through last spring’s X-Men, New York City-based Marvel Enterprises is gaining even greater licensing action as the company builds toward the highly anticipated May 2002 release of Sony Pictures’ Spider-Man: The Movie.
In similar fashion to the way DC Comics’ Batman enjoyed a resurgence after Warner Bros. launched a film franchise in the 1980s, observers are expecting the feature film from Sony Pictures to breathe new life into the almost 40-year-old Spider-Man property.
One of the more high-profile deals struck thus far is a long-term partnership with Riot Entertainment, a wireless entertainment publisher funded by Nokia Ventures, News Corp., and Softbank U.K., to develop original programming for portable communications devices. The deal includes content featuring Spider-Man, the X-Men, and more than 4,700 Marvel-owned characters. Programming will include games, icons, music, and chat forums for cell phones and other wireless platforms.
Marvel also struck a deal with New York City-based SFX, Inc.’s Motorsports Group to paint Spidey, Wolverine, and other characters onto cars in the United States Hot Rod Association’s Monster Jam circuit this year.
“It’s really the X-Men movie that kicked this off,” says Russ Brown, Marvel’s senior vp-consumer products, promotions, and media sales. “Every company has its time, and it looks like Marvel’s has finally come.”
Now midway through a landmark 10-year deal, McDonald’s Corp., Oak Brook, IL, extended its marketing partnership with Burbank, CA-based Walt Disney Co. last month by opening a new restaurant called Burger Invasion in Anaheim’s California Adventure Park on Feb. 8. The burger-shaped restaurant marks the first time McDonald’s placed a sales outlet inside a Disney park. The agreement lets McD sell Happy Meals featuring Disney characters — including the venerable Mickey Mouse, who has never before been licensed outside the Disney family.
Upscale retailer Nordstrom, Seattle, signed an agreement with Nike Golf, Beaverton, OR, to be the exclusive fashion specialty retailer for the latter’s Tiger Woods apparel line (which will also be sold through golf stores). First shipments hit stores in April. The collection is Nike Golf’s most upscale line and features three-button and fully buttoned polo shirts, vests, and pleated pants. Nordstrom and Nike are currently in discussion for joint promotions to support the launch.
Nextel Communications, Reston, VA, inked a deal to become the “Official Wireless Telecommunications Service Provider” for New York City-based National Hockey League, and the National Hockey League Players Association, and NHL telecasts on ABC, ESPN, and ESPN2.
