Mary-Kate and Ashley Olsen Licensing Deals

Topics: Mary-Kate and Ashley Olsen, Mary-Kate Olsen, Ashley Olsen Pages: 2 (653 words) Published: March 3, 2009
Celebrity licensing has been going on for over two decades, but this craze has been increasing over the years since more and more celebrities are coming up with products to expand their income. Although their popularity is helpful in promoting and selling their licensed products, just because something has a big name it doesn’t mean its going to make big money. Fortunately that isn’t the case for the entrepreneur twins, Mary-Kate and Ashley Olsen. The twins have been in the public eye ever since they were a few months old when they appeared in the hit 80’s show Full House. Over the years though, they have been increasing their popularity (and mostly their income) through licensed merchandise raging from clothes to furniture under Beanstalk. Now at the age of 22, the twins are the co-presidents of Dualstar Entertainment Group which is estimated to be worth $1 billion. According to an article in the Wall Street Journal, the twins and Dualstar Entertainment Group have “entered into an exclusive shoe license agreement with Steven Madden, Ltd. for Elizabeth and James branded footwear”. Steven Madden, Ltd. is hiring a dedicated designer and a salesperson to be in charge of the Elizabeth and James footwear division. They’re also creating an infrastructure just for this new partnership. The article states that the line will be debuted at luxury global retail stores mid-2009. This expansion does not come as a surprise in the retail world, for the Olsen twins have been doing so for the past decade from selling their tween target clothing and accessories at Wal-mart to selling high end clothing at Barneys and their other high-end line, The Row also sold throughout the country. Also, according to an article in WWD, “the twins have created a fashion jewelry collection through a licensing partnership with Robert Lee Morris under the brand Elizabeth and James, their contemporary apparel label”. The label is sold in more than 200 stores globally. Mary-Kate and Ashley Olsen made...
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