![]() Then, Fox began signing higher-caliber deals, with promotional tie-ins with companies like La Choy Food Products, which has a Marge Simpson recipe book, and Ramada International Hotels and Resorts, which has a family vacation pitch. The products based on "The Simpsons" television series had a $2 billion run, before Fox let all its licenses expire in 19 to clean the slate - and retailers' inventories. So, Lyons Group now faces the challenge that 20th Century Fox did when its Simpsons products crashed: rebuilding the franchise to create Mickey Mouse status for a dinosaur.īut their strategies are different. Still, some licensees have winnowed their lines because of reduced orders from retailers. "We tried to limit the supply by putting a moratorium on new licenses in the fall of 1992," Cecilia Anzaldua, director of licensing for Lyons Group, said of Barney. In contrast, Bandai of America, which is based in Cerritos, Calif., and sells the Power Rangers, has kept excitement high by restricting availability. Raugust said.Īnalysts say the Lyons Group may have created a Barney backlash by selling too many licenses and not adequately limiting the supply of the products. An exception is the Teen-Age Mutant Ninja Turtles, whose sales during the last six years totaled $4 billion, making it the biggest licensing blockbuster ever, Ms. Many other licensing stars, from the Simpsons to Cabbage Patch dolls, faded almost as quickly as the demand for products was filled. ![]() She could not provide a figure for this year, but said sales were down significantly.īarney's decline has been especially quick, coming only a year after Hasbro introduced a "talking" Barney doll, at $35, which became the top-selling toy in 1993. The products took in an estimated $500 million last year, said Karen Raugust, executive editor of the Licensing Letter in Brooklyn, which tracks product licensing. While children still enjoy the programming, parents appear to have had their fill of Barney merchandise. ![]() Leach, produces the Barney television program, videos and records, and licenses Barney toys, dolls, books, sheets, toiletries, towels, luggage and clothes. Barney, the only product of the Lyons Group, a privately held company in Allen, Tex., was created in 1988 by Sheryl Leach, after she searched in vain for a television program of value for her 2-year-old to watch. ![]()
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