Take a guess how much Staples Office Supply has made by selling their “easy buttons” …. $100K? …. $400K? …. a Mil?  How ’bout $7.5 Million and going strong?! 

It seems that a current trend in extending brand is the tight integration of this type of tchotchke into advertising and all forms of brand reinforcement.  The Licensing Industry Merchandisers’ Association estimates that this is a ONE BILLION dollar market.  Other examples: Travelocity’s gnome, Taco Bell’s chihuahua, Burger King’s King mask, California Raisins and Pets.com’s Sock Puppet.

So, who’s up for buying a rubber squirrel???

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This entry was posted on Tuesday, November 7th, 2006 at 6:14 pm and is filed under Brand-tastic. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.