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February 05, 2009

Back to School for Celebs

Bhhs It's unlikely that your local high school will make millions of dollars in licensing revenue this year. Unless, of course, your local high school is in the 90210 zip code. Beverly Hills High School is reportedly looking at a deal to license the school's brand on apparel, cosmetics, and accessories.

The licensing deal could bring the school district $500,000 a year in royalties, and perhaps much more if famous alumni including Angelina Jolie, Nicholas Cage, and Richard Dreyfuss get involved.

But the news from Hollywood is not all good. In an article this week, AdAge proclaims, "Bad news celebs: the era of simply slapping your name on your own fashion brand and waiting for royalties to roll in is over." They go on to report that the collapse of retailers such as Goody's and Steve & Barry's has also led to the demise of celebrity apparel brands from Ashley Judd, Sarah Jessica Parker, Amanda Bynes and Venus Williams. More here.

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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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