• Guest Column: Embracing Exclusivity
• Q & A: Targeting Tweens and Teens
• Finding Religion
• Exhibitor News
• A Note From SURTEX

Artist Tara Reed of Tara Reed Designs, Inc. forged a one-year direct-to-retail deal with Fred Meyer for 46 SKUs—from kitchen textiles and shaped candles to plastic tablecloths and snow globes—available during the holiday 2006 selling season. She discusses her experience.

Competition—it’s out there at every level. From retailers to manufacturers to artists, strategies are adopted to gain or maintain a competitive advantage in an increasingly tight market.

One trend retailers are embracing is to create “private label” products featuring designs that are only available at their stores. Some have in-house artists and graphics departments, while others go to independent artists to buy or license their artwork. For the artist, this is called “direct to retail.” It is sometimes harder to navigate than a traditional license with a manufacturer, but it is an area to be considered.

I had the privilege of working with Fred Meyer stores for a holiday direct-to-retail license. My living near their headquarters in Portland, Oregon, allowed us to meet face-to-face when working on the art, but that proximity isn’t a necessity. We worked together to fine-tune the art they needed, then they took it to their vendors for product development. 

There are similarities and differences between working directly with a retailer and working with a manufacturer. In both cases, the artist and licensee decide on the art to be licensed, the term of the license and payment arrangements. What I liked about the direct-to-retail license with Fred Meyer was that, unlike a manufacturer who makes one type of product, the retailer will take your art and apply it to a broad variety of products—kitchen textiles to dishes, gifts, stationery, wrapping paper and more. With traditional licensing, it is hard to get a broad line of products with the same art in one location, because so many different manufacturers and buyers would be involved. Not so if the retailer is your client.

I believe more retailers will be taking this exclusive approach so they can offer fresh and unique products and designs to their customers. I hope to do more of this type of collaboration in the future

Artist rep Lilla Rogers of Lilla Rogers Studio tells what kind of imagery appeals to this potentially lucrative market.

With the recent high-profile successes of entertainment vehicles such as High School Musical and Hannah Montana, marketers of all types are thinking about tweens (ages 8-12) and teens (13-17). Lilla Rogers represents several artists who have been successful, both as surface designers and illustrators, with this demographic. She offers her insights. 

Which of your artists have been involved in the tween and teen market?
A lot of my artists have worked in this market, including Helen Dardik, Sarajo Frieden and Janell Genovese. Helen just did a deal with a major publisher of craft books for a teen embroidery book and a deal with a scrapbooking company for a minimum of 50 SKUs.

What kind of imagery appeals to tweens and teens?
It should be cute, but not at all cutesy. It can have a little edge, but not be angry. Colors are bright and bold. Girls are the main buyers so it’s slanted toward girl imagery and girl stuff. If you’re drawing people, they have to have fabulous styles and haircuts and great accessories. And they should be all colors, races, ethnicities, sizes, shapes, everything— not just because that’s what people want, but because it’s the right thing to do. Finally, it’s real important to have great lettering, and lots of scribbles, doodles and borders. It should look like you’re having a good time and creating it for a friend.

Do the same properties, products and programs appeal to both teens and tweens, or are they two distinct markets?
The lines are blurring. There are subtle differences, obviously. You won’t have a company marketing to tweens if it’s too dark, edgy or Goth. But it’s really more of a subject matter than a style thing. There’s a lot of overlap.

What would be your advice for artists and designers who want to reach teens and/or tweens with their designs?
Get back in touch with that part of yourself. Hang out with some of them and tune into your inner tween or teen. Watch what they watch and see what they do. See what they’re downloading and what they’re saying on iChat. It helps to love teens and tweens. If it’s done through the love of it, then it’s going to be authentic.

Artists who create inspirational designs face unique challenges. But they’re also attracting growing interest from mainstream retailers and manufacturers.

Inspirational images are finding an audience not only in Christian stores but at mainstream retail as well. Sales of Christian products reached $4.63 billion in 2006, according to the Christian Booksellers Association, up 8% from 2004. Fifty-two percent of sales were through Christian specialty retailers, 33% through mainstream stores and 15% through direct-to-consumer and nonprofit channels.

“Little by little, more and more retailers are beginning to understand this market and see the potential of it,” says Jesse Gelsinger, licensing director for inspirational artist Dona Gelsinger. “It’s a tricky market. You’re not only selling the art, but also selling an entire belief system as well.” 

“If there’s a challenge, it’s that some of the companies don’t understand that products with scripture and inspirational designs will sell,” explains artist Kathleen Denis, who points out that Christian consumers shop more at secular than Christian stores and that they are looking for religious encouragement as they face all that is going on in the world today. “Secular companies need to not be afraid of that.”

“The consumer wants inspirational and religious icons on products,” agrees Laurie High, co-owner and vp at licensing agency Creative Connections, Inc., which represents inspirational artists such as Peter Church, Elaine Maier, Kathy Goff and Parker Fulton. “But some companies think they don’t. It depends on who is in charge of the company.”

Christian stores tend to look for scripture-based products and shy away from more general inspirational work, while mainstream retailers are the opposite. “If it’s very Christian-focused, Wal-mart or Target might not touch it,” Gelsinger says. Some of the areas where Dona Gelsinger’s business has seen growth recently include high-end merchandise such as $50 ornaments, items that combine her angel artwork with a prayer, and products that are cross-promoted with breast cancer awareness. “Our images help people through difficult times, so that partnership works great,” Jesse Gelsinger says.

Another area of interest—smaller than the Christian sector but still with potential—is art with Jewish themes. Creative Connections represents Jessica Sporn, whose images are licensed for everything from fundraising to ceramics. “There aren’t as many Judaica artists,” High says. “We get lots of requests for her work.

SURTEX artists share their success with On the Surface!

MHS Licensing has worked directly with Gander Mountain, a 115 store chain of outdoor lifestyle stores, to launch MHS's newest wildlife artist, Les Kouba. Home textiles, decorative accents, tabletop accessories, apparel, and prints make up the core product assortment. "With its Minnesota roots, and 50 year history, Gander Mountain is a perfect venue for Les Kouba's nostalgic wildlife art and products. We are very happy to be working with them," said Marty Segelbaum, President of MHS Licensing.

Newly merged Creative Converting Inc. introduces Andrea Mistretta’s Balloons Brights collection on the cover of its Converting everyday catalog. Her CTI Balloon License continues while Andrea enters 14th consecutive year licensing with the Lindy Bowman Co. Her new licenses include Wolferman’s for packaging and LPG Inc for greeting cards.

“Blue Cows & Happy Fruit” Celebrates Art-by-Kids - To celebrate outstanding artwork-by-kids, California artist and art teacher, Michelle Abrams and her designer husband, Glenn, have recently coauthored a new book, Blue Cows & Happy Fruit: Discovering the Artist in Your Child.  It’s an inspirational new how-to/picture book showcasing kids’ artwork from their delightful Kids-Did-It! Designs® art collection..(more)

Andrea Brooks Studio Expands - Andrea Brooks Studio has joined forces with her husband, talented, award-winning graphic designer Dennis Kendrick. (more)

Look for exciting new marketing programs from SURTEX which will assist attendees in their quest for buying and licensing the best new art and design on the Show floor.  Keep an eye on the Online Directoy at www.surtex.com, where opportunities to make connections before, during and after the Show will be available at no cost. More marketing, advertising and networking ideas will be included in the Exhibitor Marketing Manual to be unveiled in the coming weeks.

Looking forward to her third year at SURTEX, Andrea Tachiera will introduce her newest collections, “Caliente” featuring chilies and western-themed icons and “The 12 days of Christmas” her non-traditional approach to a timeless Holiday theme. For more information visit www.andreatachiera.com.

May 18rd – 20th 2008 sees the exciting new collection of artwork by trend-led British studio Jack Jones Design, for sale and license at SURTEX. For more information visit www.jackjones.com.

Galaxy of Graphics Licensing, LLC is proud to represent Elaine Vollherbst- Lane.  Her alluring images capture the essence of the beauty of nature.  Elaine’s work, along with many other talented artists’ work, will be shown at SURTEX. For more information contact susan.murphy@kapgog.com

Signs, signs, everywhere signs! This new piece by Penny Lane artist Linda Spivey offers all of them within one painting making it an ideal piece for an array of licensed product. Visit Penny Lane’s SURTEX booth #2331 to see more of Spivey’s artwork.

SKM Portfolio's "elves" have been busy preparing cool new Christmas and Winter Holiday designs for SURTEX 2008. Here we feature Rufkut Design Studio's retro-contemporary holiday collection "Stars and Garlands" by Medelise Reifsteck. See these designs and more at: www.skmportfolio.com.

FlyingArts will debut the works of Gail Ribas at SURTEX this May in booth #808. Her colorful and varied subject matter of florals, land and seascapes, nature and still life make Gail's work perfect for all types of product applications.

Bentley Publishing Group presents Alicia Bock, as the most exciting new artist to watch in 2008. Her art bridges nostalgia with a fresh and contemporary approach. Alicia’s images are available for licensing through Bentley Licensing Group. More images can be viewed at www.bentleylicensinggroup.com.

Courtney Davis will be premiering new art from 15 designers in their newly enlarged space, Booth 2334. The focus will be on Everyday, Seasonal and Infant/Juvenile themes.  Among their licensed artists are leading designers Susan Winget, Lori Siebert, Kimberly Poloson, Tim Coffey, Kate Honarvar, and Warren Kimble.