It’s good to have a property that appeals to everyone, and Electronic Arts (EA) Inc. and PopCap Games have captured a broad audience with their “Plants vs. Zombies” game. “We appeal to ages three to 103,” EA Senior Manager of Production Management and Brand Licensing Shana Doerr declares.

But the game’s battles with ghouls do not feature the same gory action featured on “The Walking Dead.” Instead, “It’s cartoon violence,” she asserts, comparing it to the classic Road Runner cartoons. “The zombies are constantly coming up with plans to get your brains, but they’re not so smart.”  

It isn’t difficult to find a Briggs & Stratton engine. The company is the world’s largest manufacturer of small engines and is chosen by eight out of 10 leading power equipment brands in the United States to power their equipment.

“We’re an iconic brand that’s been around for more than 100 years,” says Steve Kruger, director of brand marketing for the Milwaukee-based company. “Briggs & Stratton is associated with engines and equipment that helps people get work done. We are a highly authentic brand that is strongly associated with trust, reliability and power.”

When it comes to the world of dogs, the American Kennel Club (AKC) is the nation’s leading authority since it was founded in 1884. The AKC is a registry of purebred dogs in the United States, also promoting and sanctioning events such as the Westminster Kennel Club Dog Show, the National Dog Show and the AKC/Eukanuba National Championship.

The largest and only not-for-profit dog registry in the world, AKC’s reach extends beyond the sphere of purebred dog owners and breeders. The organization strives to be the resource for every dog lover, working to serve all dogs and owners and educating people on responsible pet ownership.

As such, AKC has become an innovative licensor in a wide array of product categories targeting dogs and their people. The organization works with licensees on many product initiatives and has expanded the categories where it has a presence. 

Consolidating two brands under one roof can create hurdles and uncertainty, but Rack Room Shoes and Off Broadway Shoe Warehouse have successfully shared resources while leveraging a larger imprint in the shoe industry to demand more consideration from the major footwear brands.

For the most part, the transition has gone smoothly because of the operational overlap between the two stores, despite catering to different customer bases. “They both have an intersection where they have similar products,” explains President and CEO Mark Lardie. “The best shoes are the best shoes.”

As the licensing arm of the NFL Players Association (NFLPA), NFL Players Inc. certainly has a lot of star power to work with. After all, it can take advantage of the athletic prowess and celebrity status of NFL players, as well as the massive popularity of the sport. But according to Steve Scebelo, vice president of licensing and business development, the NFLPA doesn’t have to go it alone.

“We have a lot of conversations around looking to innovate and create new products and programs for players,” he says. 

“The market has been receptive. A healthy number of innovative, prospective licensees are coming to us with new ideas, while we are continually seeking new product extensions.”

For more than two decades, House of Blues has excited audiences with a wide variety of musical flavors, but now the company wants to tantalize taste buds as much as eardrums. The House of Blues Bayou Heat Hot Sauce is just one of the many products the renowned music venue offers as part of its push into the licensing world, an effort that includes guitar picks, mugs, clothing and even cornbread mix.

Through licensing, parent company Live Nation, one of the world’s largest live entertainment and e-commerce businesses, is turning House of Blues from solely a place for live performances into a brand synonymous with the music lifestyle. By collaborating with product manufacturers, House of Blues can place its name in grocery stores, retailers and upstairs markets to give the brand access to a broader variety of consumers. "Licensed products allow House of Blues to connect with fans outside of our venues and reinforce the memory of their experience," notes Allison Meyerson, vice president of merchandise. 

Church & Dwight products are all over your house, but you might not know it. Open your pantry and you’ll likely find Arm & Hammer baking soda. Did you get a stain on your shirt? Go to your laundry room and get out the OxiClean. Have a toothache? Open your medicine cabinet and grab your Orajel.

With 97 percent brand awareness and 75 percent household penetration, Church & Dwight has an extensive portfolio of brands that many consumers encounter on a daily basis, whether in their own homes or in retail stores.

Each week, 13 million people in the United States, and many more millions worldwide, tune into WWE programming to see the sports entertainment juggernaut’s Superstars and Divas do battle inside – and often outside – of the ring.

There’s no shortage of opportunities to watch the company’s engaging and colorful storylines play out on television, either on Monday Night RAW, the company’s live, three-hour flagship weekly show airing on the USA Network; or other programming, including Smackdown, which will join RAW on USA next year. More than 1.3 million people also subscribe to WWE’s over-the-top digital streaming service, the WWE Network, to see its monthly pay-per-view (PPV) events and access its massive library of original and archived content.

Cable television isn’t the only place to experience the brand. Smartphones, computers, tablets, gaming consoles and other mobile devices are also portals into the “WWE Universe,” as the company’s fanbase is known. 

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