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August 13, 2008

You Want to Wear That Brand?

MonopolyWhen Adidas announced sneakers branded after classical pianist Lang Lang, we thought we seen it all. But now Reebok has partnered with Hasbro to come out with Monopoly footwear (priced at $40 for kids and $75 – 85 for grown-ups, the Boston Globe reports). "Monopoly has global recognition as one of the most iconic board games of all time, and Reebok is excited to be able to translate this fun into footwear," the Globe quotes Christian Stegmaier, Reebok's head of lifestyle product marketing. Is this an idea that preserves the fun of the original, or is it a risky move that might weaken an iconic brand?

Meanwhile, sometimes even jaded brand-extension watchers scratch their heads and say, "this is a pretty good idea." And so it goes with The Bugatti Collection – a line of apparel, accessories, and luggage. Now available on the Web, the collection seems to have preserved the quality and mystique of the fabled brand. The quilted jacked, available for US$ 600, is described as follows on the posh site: "The exquisite, country-style quilted jacket with black fabric on the outside and cashew-coloured lining is a must for every Bugatti aficionado. The cashew shade of the lining is picked up along the edges and in Ettore Bugatti’s initials embroidered on the left chest. The striking monogram is also stamped on the press studs, and the zipper echoes the design of the Bugatti radiator grill." View the site here.

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About This Blog

Brand extensions are all around us — clothing from the Sierra Club, furniture polish from Steinway and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a New York-based brand-extension consultancy, publishes an annual survey on brand extensions with Brandweek. If you spot a noteworthy extension for the blog or survey, email us.

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