Wal-Mart signs mag-branded range

Wal-Mart has signed a deal to design and market a line of home goods based on US mag Better Homes and Gardens.
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The products will include items like bedding, bath accessories and dinnerware, and are expected to be available exclusively in Wal-Mart stores by fall 2008. The deal builds on an existing licensing agreement between Wal-Mart and Meredith for garden and outdoor products.

A growing number of magazine titles ranging from Real Simple to Maxim in recent years have stretched their brand to retail shelves with the launch of product lines for the home.

The Wal-Mart pact is the second major one involving the Better Homes brand to come in recent weeks. Earlier this month, Meredith announced a licensing deal with Realogy Corp., parent of Century 21 and Coldwell Banker.

Under the deal, Meredith will offer database services to Realogy. In exchange, Realogy will buy ads in and market subscriptions of Meredith titles and pay royalties to Meredith based on sales from a real estate franchise system based on the Better Homes brand that’s set to launch July 1st, 2008. Meredith also expects to leverage the relationship to cultivate new and existing ad clients.

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