Paris Hilton

2007 Hot Property

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.”

More Scene

  • Kevin Durant Lindsey Vonn

    Kevin Durant, Lindsey Vonn to Keynote Variety's Sports & Entertainment Breakfast

    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 […]

  • Cher and Meryl Streep'Mamma Mia! Here

    How the Cast of 'Mamma Mia! Here We Go Again' Geeked Out Around Cher

    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 […]

  • Demi MooreComedy Central's Roast of Bruce

    Demi Moore Appears as Surprise Guest at Bruce Willis' Comedy Central Roast

    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 […]

  • Outfest Filmmakers Get Political, Issue Call

    Outfest Filmmakers Get Political, Issue Call to Action on Opening Night

    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 […]

  • Bob Woodruff Foundation Acquires Veterans Org

    Bob Woodruff Foundation Acquires Veterans Org Got Your 6

    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 […]

  • Tiffany HaddishTiffany Haddish at the Hollywood

    Tiffany Haddish on Future Career Plans, Taking Advice From Tyler Perry, Melissa McCarthy

    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 […]

  • Vince Gilligan Carolyn Strauss Paley Center

    'Breaking Bad' Creator Vince Gilligan Suggests 'Maybe It's Time for Heroes Again' on TV

    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 […]

More From Our Brands

Access exclusive content