San Diego Zoo Expands Licensing Strategy

U.S.-based zoo and wild animal park will make its debut at Licensing Expo, May 23-25.

San Diego Zoo Global has revealed plans to further expand its licensing initiatives to include a host of brands, merchandising categories and more, both domestically and internationally.

To kick off its initiatives, the San Diego Zoo will be exhibiting at Licensing Expo, May 23-25, for the first time. During the annual industry trade show, the Zoo will showcase a number of consumer products as well as seek licensing partners in categories such as pets, toys and more. The Zoo is also looking to secure a partner that will help it achieve its goal of inspiring a passion for nature.

Other brands the Zoo plans to highlight at Licensing Expo include: Animal Byte–which is a section of the San Diego Zoo website that attracts more than 300,000 page views each month and features more than 180 animal fact sheet–for publishing and educational products; San Diego Zoo Kid–which features animal and conservation-related games, videos and content–for digital curriculums and other content for parents and teachers; and its raft of costume characters including Matilda Koala, Bamboo Bear, Kylie Kangaroo, Dr. Harry Lion, Chuchill P. Bear and Sydney Koala.

Additionally, the Zoo plans to showcase its accredited digital archive, which offers a myriad of wildlife and natural habitat photographic images and video footage for advertising, corporate, editorial, non-profit and other professional creative use.

In terms of the territory expansion, San Diego Zoo Global is currently looking to continue growing regionally in Southern California, while at the same time exploring opportunities with international partners interested in supporting its cause.

“Partnering with one of the world’s leading wildlife conversation organizations can benefit any business,” says Monica Michel, licensing and partnership marketing manager, San Diego Zoo Global. “Licensees that link products or services to our do more than support our global conservation efforts. We hope to continue helping our licensees increase their brand awareness and sales by reaching new customers while at the same time engaging in a meaningful cause. In addition, we hope to break into new categories, allowing for our world-famous brands to have a larger presence internationally.”

Furthermore, to help accelerate its initiatives, San Diego Zoo Global has already partnered with a variety of baby/toddler companies to bring products, such as custom baby carriers, to market. Last year, the Zoo also partnered with Todd Snyder to develop a themed t-shirt representing the local pride of San Diego for Target.

The Zoo has also inked a host of licensing deals that have allowed feature films, animated films, documentary films, television series and more the opportunity to film at any of its properties for commercial use. It also offers opportunities for corporations such sponsorships, cause-marketing and promotions.

Additionally, all licensing revenue generated through San Diego Zoo Global are transferred directly to the San Diego Zoo Global Wildlife Conservancy to help support more than 140 field projects spanning six continents.

San Diego Zoo Global will make its Licensing Expo debut, May 23-25, at Booth #F94.

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