Disney Deluxe DCP's latest European plan targets an older market with luxury products to sell into high-end retailers. Apr 15, 2007 By: Graham Pomphrey

"Disney is the only brand that can sell a top for $14,000 and another for $14 on the same day in the same city," Disney Consumer Products Chairman Andy Mooney once told us. In keeping with this statement, the company that traditionally targets younger consumers has been building new high-end strategies aimed at an older market.

Taste of Success The Godiva brand has fine-tuned its licensing strategy, moving forward with a strategic plan to launch new products, open up distribution, and create new experiences. Apr 15, 2007 By: Regina Molaro

The premium chocolate brand Godiva Chocolatier has an 80-year history that can be traced back to Brussels, Belgium, where master chocolatier Joseph Draps founded the company that was named in honor of the legendary Lady Godiva. Belgium, a country that is noted for its tradition of perfectionism, from its Rubens paintings to its gothic architecture, intricately weaved laces, and shimmering crystals, seemed an ideal location for the manufacturing of premium handcrafted chocolates.

Food Fight The UK licensing industry looks to balance consumer waistlines with its bottom line after a crackdown on junk food advertising and products. Apr 15, 2007 By: Graham Pomphrey

When UK communications regulator Ofcom confirmed last February that it would be restricting the advertising of food products high in fat, salt, or sugar (HFSS), there was a collective gasp of surprise from affected parties: broadcasters, advertisers, manufacturers, and rights owners—each unhappy with the proposals; yet each well aware that in whatever form, they were inevitable. After a lengthy research and consultation period lasting three years, Ofcom decided to ban the advertising of HFSS food during all programming with a proportionally large audience of ages 16 and under.

A Healthy Business The food and beverage category heats up as health trends continue to drive licensing opportunities. Apr 15, 2007 By: Regina Molaro

Due to the obesity crisis, health and wellness benefits are leading product development initiatives for the food and beverage category. This past holiday season Burger King teamed up with Konami Digital Entertainment to launch Dance Dance Revolution, a dance video toy premium that encouraged children to get moving. Beverage brands such as Pepsi and Coca-Cola also focus on healthy initiatives as both brands plan to introduce carbonated drinks that are fortified with vitamins and minerals. Coke and Nestlé plan to go national with the debut of a calorie-burning soda while food brands such as Sara Lee launch trans fats-free products. The health trend also is impacting the ingredient sector as the USDA reports that the number of farmers' markets has increased 79 percent from 1994 to 2002.

In Good Spirits Many licensors are celebrating their brand's successes by launching spirits or spirits-related products. Apr 15, 2007 By: Regina Molaro

Licensing opportunities are pouring into the spirits category as fashion designers, celebrities, and lifestyle brands gain entry to the premium category. For instance, fashion designer Roberto Cavalli introduced a premium vodka that sells for approximately $60 at retail shops, but mark-ups at trendy hotspots climb as high as $300. Here's the latest on some other premium launches.

Beer Buddies After nearly 250 years in the marketplace, Guinness is still soaking up profits worldwide, thanks to brand heritage and superior quality, and, more recently, Diageo Global Licensing's product push. Apr 15, 2007 By: Graham Pomphrey

Formed in 1997, following the merger of Guinness and Grand Metropolitan, premium drinks company Diageo now houses a collection of spirits, wine, and beer brands including Smirnoff, Johnnie Walker, Baileys, and of course, Guinness. It's fair to say that Guinness is a true global brand, when you consider that five of its biggest markets are Great Britain, Ireland, Nigeria, the U.S., and Cameroon. The Irish stout's popularity may come down to the brand's heritage (Guinness will turn 250 in 2009), inspired marketing, or the quality of the product. In fact, it's probably a combination of all three that explains why over 10 million glasses of Guinness are consumed globally each day. Back on home soil, Guinness brewing mecca Guinness Storehouse is Ireland's No. 1 visitor attraction, welcoming 750,000 yearly visitors and ensuring each one experiences the brand firsthand.

The British Are Coming After exhaustive research, UK retailer Tesco is poised to open stores in the U.S. Should Wal-Mart, Target, and other retailers be worried? Apr 15, 2007 By: Bob Jenkins

In early 2006, when British retail behemoth Tesco announced 2007 would see it enter the U.S. retail market, many in the UK press sighed knowing sighs, and recalled the earlier, and disastrous, forays into the world's largest retail market by British chains Sainsbury's and Marks & Spencer. Both of those ventures into the U.S. could have prompted the comment, "They came, they saw, they lost a lot of money, and then they went home again."

After looking at the successes and failures of celebrity endorsements and licenses launched in 2006, it appears food and beverages and consumer durables offer the best opportunities in 2007.