CBS Consumer Products is a unit of CBS Entertainment and manages the worldwide licensing and merchandising for the diverse slate of brands offered by the CBS Corporation.
The huge portfolio supported by the firm is categorized into four segments: Primetime, Television City, Star Trek and CBS Films.
Primetime includes such hits as CSI, America’s Next Top Model, NCIS and Survivor. Television City contains our library of over 150+ classic television shows including Cheers, The Twilight Zone, Beverly Hills 90210 and The Brady Bunch.
Star Trek encompasses the entire world of the Star Trek franchise. CBS Films is a brand new film division, which will produce four to six theatrical releases each year starting in 2010.
While the firm operates mainly in the US, plans to expand are well underway. Liz Kalodner, EVP and general manager explains: “We have signed on agents all over the world to be our local representatives and are looking to expand into Latin America this coming year. We are currently in all of Europe, Eastern Europe, Asia and Australia.”
Many of the brands handled by CBS Consumer Products are well known worldwide, but perhaps its most successful property is Star Trek.
Kalodner explains: “With a 40-year history and over 700 hours of content from six television series & eleven movies, Star Trek is an entertainment and pop culture icon across the world. With its visionary philosophy and thrill for adventure, the Star Trek universe only continues to broaden into new territories.”
With the release of the Star Trek movie, the launch of the new 90210 series and the ongoing story of America’s Next Top Model, it’s been a strong year for CBS Consumer Products.
And with new programming constantly coming through the company, there is plenty of new projects for the company to launch licensing programmes with. Kalodner says: “We are excited for the launch of the new Melrose Place this fall as well as the CBS Films summer 2010 release of Beastly, an edgy teen romance starring Vanessa Hudgens and Alex Pettyfer."
In order to publicise these campaigns, the firm focuses mainly on retail programmes and social media, including engaging fans through online store websites, as well as social networking sites such as Facebook.
Expect more strong licensing programmes from CBS in the months to come, as it has a great deal of material that ticks the boxes it believes a property needs in order to make it successful in the licensing industry.
“Great creative, an engaged audience, trend right products, retail support and strong partnerships with licensees all contribute to how successful a brand in licensing will be,” Kalodner concludes.