THE BIG INTERVIEW: Kirk Bloomgarden, EVP Worldwide Consumer Products, Cookie Jar

“Classics sell,” Kirk Bloomgarden – the EVP of worldwide consumer products and marketing for Cookie Jar Entertainment – states simply to Licensing.biz at the top of our interview. “Name recognition and longevity are key when selling a brand to potential licensees and retail outlets. People are cautious about launching a new brand from scratch.”

Cookie Jar certainly isn’t short of a few classics in its portfolio either. The firm has grown exponentially over the past year, starting with the acquisition of DIC Entertainment and subsequently that of popular licensing agency CPLG. Brand highlights include Strawberry Shortcake (more of which later), Mommy & Me, Caillou and Richard Scarry.

“The timing of the integration of the companies last summer was significant because it enabled us to successfully weather the economic downturn that is affecting so many companies,” Bloomgarden explains. “We are continuing to expand our consumer products division and CPLG has seen great success and name recognition over the past 30 years, as it has served as an agent or sub-agent for A-list licensors in entertainment and sports.”

Asked to choose the biggest successes from Cookie Jar’s recent portfolio, Bloomgarden immediately focuses on Strawberry Shortcake. And it’s hardly surprising – Strawberry Shortcake is one of the top girl’s properties in the world today. Since its relaunch in 2002, the brand has earned $3 billion at retail worldwide. It will be one of the firm’s top priorities going forward as it approaches its 30th anniversary in 2010. Global master toy licensee Hasbro will be rolling out a new toy line, plus Fox Home Entertainment will launch DVDs and there are also various new apparel partners on board, all reflecting a new look for Miss Shortcake and friends. As you might expect, the brand will have a major presence on the firm’s booth in Las Vegas.

On top of this, PBS staple Caillou remains a strong brand. “It has seen great success in Spain and Portugal at retail, on stage and on air,” says Bloomgarden. “With a new European toy partner to be announced soon, there really is no end in sight for this evergreen brand.”
Classic book-inspired property Richard Scarry will also have a hefty portion of the Vegas booth, with Cookie Jar planning to announce new partners. Comedy adventure series Johnny Test and mom-targeted Mommy & Me will also be on the stand.

“The one area that has not been affected by the economic downturn is the kids industry,” says Bloomgarden. “Though families are spending less money, parents are not making sacrifices when it comes to their children.” Although he does see changes coming at retail level: “The retail landscape will be quite different in 2009. There may be fewer partners and industry consolidation. There will also be more of a focus on dollar stores and less expensive retail outlets. People will gravitate toward dollar stores and discount chains as they are forced to reassess the amount of money being spent.”

Overall though, there’s an air of confidence about Bloomgarden. “A property that already has name recognition and proven success, whether it’s through TV, film or publishing, will automatically have the upper hand. It’s less of a risk. Big ticket items are suffering the most. However, mass market goods are holding their own.”

Cookie Jar Entertainment can be found in suite 18 at Licensing International expo, which runs from June 2nd to 4th at the Mandalay Bay Hotel and Convention Center, Las Vegas.