Principals: Jason Moore, G.M., Paris Hilton Entertainment; Michael Stone, CEO, the Beanstalk Group
Licensees include: Dollhouse, JCS Apparel, Little Lilly (pet accessories), Parlux Fragrances
The story: Hilton was ubiquitous even before TMZ.com started updating her whereabouts every five minutes.
Overshadowed by all of her notoriety, however, has been a savvy merchandising campaign.
The cornerstone of her licensing efforts is with Parlux Fragrances, which has had tremendous success with Hilton-inspired scents for several years.
The Beanstalk Group has since taken the lead on licensing Hilton, moving her brand into the apparel, apparel accessories and health & beauty categories.
In apparel, cutting-edge design company Dollhouse is the anchor licensee, rolling out in August a line of junior sportswear for department and specialty stores.
JCS Apparel follows in September with a line of outerwear including overcoats and jackets in down, wool and leather aimed at a young demographic.
Also new is a line of pet accessories and apparel from Little Lilly. More launches are in the works, with a new fragrance, Can Can by Paris Hilton coming from Parlux in October.
And in 2008, Hilton will expand into footwear, hair care, swimwear, eyewear and luggage as well as launch into the European market.
POV: While Hilton recently told an Los Angeles court that she’s not real hands-on when it comes to managing her personal affairs, she apparently has a different mindset in regards to merchandise with her name on it.
“The real difference between the Paris Hilton line and the other celebrity-based lines is that Paris is so involved,” says Deke Jamieson, Dollhouse’s senior VP marketing and licensing. “She and her team understand what it means to be a true brand.”