Moving ProductLicensors and licensees are expanding their product ranges to address the American consumer's increasing interest in religious and inspirational content
Publish date: Jun 1, 2005 By:Regina Molaro Source: License! Global
At times of uncertainty and turmoil, people are comforted by images that evoke peace, tranquility, and familiarity. An encouraging
word or Biblical scripture creates hope that brighter days lie ahead. Within the last few years, the religious and inspirational
categories have experienced significant growth at retail. Says John Hugunin, president of Greenbrae, CA-based Pemberton &
Oakes, an art licensing company that promotes inspirational imagery, "Our genre received a great deal of attention following
9/11 and thereafter with the ongoing events in the Middle East. Some of this attention recently culminated in licensing deals,
particularly for home décor products and fine art prints." Adds Adèle Basheer, creative director of Adelaide, South Australia-based
greeting card manufacturer Intrinsic Enterprises, "Although Intrinsic products have always sold well, 9/11 created more awareness
of inspirational products, and retailers seem more open to stocking them." While some products cater to a specific religion
and include Biblical themes, verses, or other messages with religious reference, other products simply aim to inspire, motivate,
or provide support.
According to Hallmark research, the importance of religion and spirituality has been on an upswing since 1987. Fueling that
growth is the Baby Boomer generation, many of whom are contemplating a return to religious worship, as well as a large population
of people in the Midwest and Southeast, who cite religion to be a "very important" part of their lives. Nearly all American
adults (94 percent) polled say they believe in God or a universal spirit, and 71 percent consider themselves to be "spiritual."
These statistics indicate there's opportunity for both licensors and licensees to create religious and inspirational products
that answer their call.
Retail Religious Market Share
Religious Revival Although some artists and licensees continue to introduce traditional work, others are aiming to capture younger audiences
with more trend-conscious, contemporary art. From its inception in 2002, Newport Beach, CA-based brand development and merchandise
licensing boutique G Studios has been recognized for creating hip, fun, inspirational lifestyle brands and entertainment properties
for women and children. The studio manages more than 65 licensees across brands such as "Earth 2 Jane," "Land of Milk and
Honey," and "For Giving Souls."
G Studios began licensing inspirational art in 2002, when it launched its "For Giving Souls" property in the gift, stationery,
and home décor markets. Its target customers are primarily women ages 19 and above, as well as teen and 'tween girls and children.
Generally, the studio's portfolio of brands does not cater to a specific religious denomination, though many of the virtues
it touts are derived from Biblical principles. Says Michael Gordon, manager, G Studios, "Our 'For Giving Souls' brand crosses
over several religions as we incorporate Biblical verses from both the Old and New Testaments. In our 'Land of Milk and Honey'
brand, we distribute a number of religious hymns." The product range is available at Hallmark and Carlton Cards, Wal-Mart,
and Office Depot, as well as specialty and gift stores. Suggested retails range from less than $1 for greeting cards and accessories
to approximately $25 for gifts and collectibles.
Up next for G Studios is "Chosen Girls," which makes its debut at Licensing 2005 International. This cross-cultural lifestyle
brand takes a direct approach to targeting Christian girls. It features Trinity, Melody, and Harmony—a trio of fashionable
girls who sport the latest Christian punk rock fashions while jamming on their guitars and drums. Funky and hip, "Chosen Girls"
aims to empower and provide hope for juniors and 'tweens who seek a life of faith and transformation. The message: "Don't
be afraid to take a stand—you're worth it."
Prior to working at LICENSE, Senior Associate Editor Regina Molaro served as associate editor of Soap & Cosmetics, Global Cosmetic Industry, and fashion accessories publication Accent. She covers art, brands, fashion, and home décor for LICENSE.
Articles by Regina Molaro
