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History A.D. Sutton & Sons Orange County Choppers History I’ve always lived the philosophy that you keep revolutionized the imprinted apparel biz by moving forward, and good things will happen. being the first to add "licensed" images to Rarely does looking over your shoulder pay off. his sportswear. History, however, is different – we can all learn Another "veteran" is Murray Altchuler, a from studying the past -- yet as an industry we founding member of LIMA. While at LCA seem to lack the same sense of history that (Licensing Corp. of America) worked with a the entertainment, advertising, and toy young guy named Dan Romanelli. LCA went industries muster. on to become Warner Bros. Consumer Products, In the ad biz, David Ogilvy, Leo Burnett, Ted Dan moved the West Coast, and I think today Bates all have instant imagery: lasting legacies is in the movie biz or something. that provide the new ad professionals with a When talking about licensing pioneers, you keel that we lack in our "industry." have to think of Connie Boucher, founder of Just ask some of the young directors or AE’s in Determined Productions. Connie saw the licensing about our past. You’ll get interesting potential of Charles Schultz’s Peanuts characters VOLUME 11 • JUNE 2003 answers. While our industry is not all that and became the "master" licensee, controlling "old", there are some icons that should be most of the product categories and working remembered, known, and whose work integrally with "Sparky" to create one of the most endures to this day. enduring and embraced licensing programs of all Jerry Robinson is known by some as an industry time. My first licensed purchase – or at least the stalwart – and a founding member of our trade one I remember most – was a banner from Determined with a quote from association. As a young man he really cont. on page 2 A.D. Sutton & Sons A family run business since 1909, A.D. Sutton “For the last 6 years, Building Q has been an and Sons (ADS) enters the new millennium as invaluable part of our business strategy,” said a major player in the licensed backpack and David. “At our first Licensing Show together, travel bag business. Led by 4th generation Woody convinced me that establishing a “son” and president, David A. Sutton, the relationship with Nelvana (by signing Little company prides itself for offering “high value” Bear), would be the perfect entry into the products at competitive price points. children’s market. Now 6 years Today’s A.D. Sutton product line consists of a later, I realize how right he myriad of backpacks, travel bags, cooler bags, was.” cont. on page 2 lunch bags, fannie packs and any other bag variety imaginable. In the early 1990s, A.D. Sutton had just begun dabbling in licensing with product featuring NASCAR’s Dale Earnhardt and Jeff Gordon. The success of that line during the next few years convinced management that in order to survive in this ultra competitive category, children’s character properties needed to be part of the core product line. Looking to get in the game, David hired the team at Building Q in time for Licensing Show 1998. Orange County Choppers Three Building Q clients will motor onto a new New York, began manufacturing custom path this year and next with a license truly built motorcycles in 1999. Since then it has garnered for speed: Orange County Choppers. Licensed worldwide praise and recognition for custom product makes its debut with merchandise from motorcycles that are considered by many to A.D. SUTTON & SONS, BIO-DOMES AND ODM. be “sculptures you can ride.” The company, ODM is currently introducing their line of established and owned by Paul Teutul, Sr. and t-shirts to mass, mid-tier and specialty outlets. son, Paul Jr., was recognized as one of the Top BIO-DOMES, a hat and headwear manufacturer, 12 builders in the World in 2002 with notable and A.D. SUTTON & SONS, a New York-based creations such as the "Spider Bike" (recently manufacturer of backpacks, expands their lines purchased by Wyclef Jean of the Fugee’s) and with Orange County Chopper products during the Jet Bike, which honors U.S. Armed Forces the Fall 2003 and Spring 2004, respectively. in Afghanistan. “The lure of the motorcycle lifestyle continues to “We are very pleased to have three quality broaden, attracting people from all walks of life,” companies like ODM, BIO-DOMES and AD said Terry Hess, Director of Marketing, Building SUTTON on board as our benchmark partners,” Q. “Orange County Choppers is an interesting said Jim Bell, President, Bell Licensing. “These property as it is perceived to be upscale while three companies have shown vision to be on reflecting the maverick culture of riding.” board early and we look forward to working with them.” Orange County Choppers of Montgomery (Orange County), Licensing / Marketing History …continued from cover Snoopy saying, "I’ve got to start acting (now 4 Kids Entertainment), he has turned it more seriously … tomorrow!" – a comment into the number one independent agency my mom (and everyone in my life) still on our biz. To quote Casey Stengel, "If you makes to this day. can do it, it ain't braggin!" How about Irv Handlesman! Some of us In this wacky history, where does Bernie NEW PRODUCTS DEBUT old guys remember Irv – he was an "old Loomis fit in? Some of you may know him as AT THE BUILDING Q BOOTH guy" when we were kids – as the original the President of Kenner; and you may think Make sure to visit Booth 3553 to see some of licensing agent for Rocky and Bullwinkle! For he belongs to the toy history file – but here the great new product from our clients. New years Irv called and called. Sold licenses with is a toy licensee who signed Star Wars in products to be showcased in our booth a handshake and personal visit. If you look 1977 – May – and shipped action figures for include: Justice League Flying Toys from up tenacity in the dictionary, you will find Christmas! (He shipped empty boxes with FUSION TOYS; PACESETTERS’ Blue Jean Teddy Irv’s picture. A guy who believed in Rocky IOU’s and pictures of the Star Wars figures Diaper Bags and Gift Sets; the hottest new and Bullwinkle and the selling power of his that Kenner would send to the consumer T-shirt designs from ODM; FRANKFORD license, he would not take no for an answer. when they were ready…genius!) Bernie was CANDY’S new line of Nickelodeon confections; Tell Irv "No" and he calls you back 20 times. also responsible for Strawberry Shortcake Bey Blade Keychains and Finding Nemo On call 21 he would talk to your boss, then (the first time) and Care Bears, (the first novelties from BASIC FUN. Orange County your boss’s boss, until someone understood time). To quote Bernie, "You talk about me Choppers merchandise from ODM and the value of Irv’s property. No application, for awhile; I’m tired of talking about me." BIODOMES will also be on display, along with no marketing plan, no CMA; just a There are a lot more "characters", shall we CADACO’S debut of the updated version handshake and good product. say, and each one has a story. of their classic board game, All-Star Baseball. You want more recent history? Mark These are the folks who demonstrated every Freedman, quit his job (worked for the day that our business is more than advances VOTE FOR OUR LIMA AWARD- agency representing Chipmunks, among and guarantees, more than licensee others) then on his own began knocking on NOMINATED CLIENTS applications and common marketing funds. The envelope please… We are all waiting with doors with a silly comic book property that Licensing is people – young and old, cool baited breath to find out if HAPPY DOG TOYS, did not have a chance. Finally got a small and square. Through the joy and the lies, FRANKFORD CANDY, and/or BRIEFLY STATED toy company to sign on as the "master" for the wins and the losses, hug ‘em or hate will be announced as winners at this years a boys action line called Teenage Mutant ‘em you have to love the people in our biz. LIMA Gala. Happy Dog Toys is nominated for Ninja Turtles, and went on to become a their Spongebob Aquarium, while Frankford is legend. No style guide, handshake deals, Not a day goes by that I don’t learn on the ballot for the Nickelodeon Candy exe- and a never-say-die belief in his program. something new. In many ways I am still a cution. Briefly Stated is nominated in the soft (Once he told a licensee looking for art neophyte, but if I can just apply the lessons goods category for its highly successful guidance "Just go buy some of the toys.") taught by some of these guys, some of the time, I think I’ll be just fine. Spongebob Sleepwear and Loungewear lines. I don’t want to fuel Al Kahn’s ego – but Cabbage Patch Kids and Pokemon in one career? And since joining Leisure Concepts JUST A RUN IN THE PARK Join us for our Fourth Annual "It’s Gonna Be Huge" Fun Run on Thursday, June 12. Mark your calendars and set your alarm: we start at 6:30 a.m.– the entry fee is $15 and all A.D. Sutton & Sons …continued from cover proceeds benefit LIMA’s charity of choice, The A.D. Sutton utilized their strong product design and Hole In The Wall Gang for children with development featuring Little Bear as a stepping cancer and other terminal illnesses.
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