Synergy Licensing gains exposure for its properties, clients and business by utilizing its wealth of press contacts.

Synergy Licensing Named Licensing Agent for Buzzworthy New Property

New York, NY, September 19, 2012 — BuzzingBOTS, the creative brainchild of design talent Kristine Tsung is now available for licensing from Synergy Licensing, newly appointed licensing agent for the property. BuzzingBOTS, as a collection, features individual BOTS, each themed with their uniquely designed emoticon. With widespread appeal from children to adults, initial licensing efforts will target the tween market.


“Addressing the tween market initially makes perfect sense since BuzzingBOTS was designed to feed the desire for individuality and yet be socially connected - ideal for today's tween audience”, according to Kristine Tsung, President and Chief Creator at BuzzingBOTS. The collection includes more than 30 different BOTS, from LuvBOT and WishBOT, to One Eye NinjaBOT and GothBOT. There's a variety of BOTS that speak to everyone's unique sensibility from sweet to edgy and everything in between. Each BuzzingBOT connects to another resulting in a highly collectable licensing program with depth and breadth. Synergy is focusing on product categories that will allow for collectability in plush, gift, toys, social expressions, publishing, apparel and accessories. All licensed products will reinforce the brand's mission to honor individuality while staying connected.

“When I met Kristine and saw BuzzingBOTS, I immediately recognized the heart of the property complete with an art program right on trend” says Synergy principal, Randi Goodman. “There's enormous potential - not just for tweens, but for children and adults as well. There are opportunities for specially designed BOTS targeted to specific audiences, current events, trends in the marketplace and retail promotions.”

Synergy Licensing partner, Karen Diamond, agrees that “the message and execution of the property, BuzzingBOTS is stellar, unlike any other property in that it speaks to a desire to belong, to stay connected, yet to retain ones individual spirit. We look forward to collaborating with Ms. Tsung in making her dream a reality.”

Synergy Licensing Named As Licensing Agent for Laura Ashley, Inc.

Fort Mill, SC. January 23, 2012 — Laura Ashley, Inc., the quintessential English lifestyle brand has added Synergy Licensing, LLC, a New York-based firm specializing in licensing, as its newest licensing agency.

With over 30 licensees already active, and an established and respected licensing program already in place, Synergy will be leveraging existing success into related product categories. Expansion into juvenile, toys, collectibles, publishing and consumable categories will be the initial focus. All licensed products will reinforce brand equity and reflect the integrity of the Laura Ashley name and reputation for designer quality merchandise. The 56 year heritage of the Laura Ashley lifestyle brand combined with Synergy's expertise in brand management, make for a natural fit.

“Our loyal Laura Ashley consumers look to us to provide a breadth of merchandise consistent with the distinctive look and quality that has made our brand so steadfast and successful” says Penne Cairoli, President, Laura Ashley . “Synergy Licensing understands our heritage and has the experience to bring us qualified licensees in categories that will enhance and grow the licensing program”.

“We are thrilled to be working with Laura Ashley” says Synergy principal, Randi Goodman. “We will continue to leverage Laura Ashley's global presence and tap into its strong English roots by identifying appropriate partners that will take the program to the next level.” Laura Ashley has an 88% awareness level, 450 stores worldwide, with presence throughout the UK, Europe, Asia, Australasia, Middle East, Russia and South America. Laura Ashley product can be found in over 25,000 retail doors in the US and Canada.

Synergy Licensing partner, Karen Diamond, agrees that “in addition to their recent launch of the company ecommerce website, commitment to social media, and strong retail presence, there are enormous opportunities for Laura Ashley licensees. Collaborating with Laura Ashley is an exciting opportunity for our agency.”

Dorel Juvenile Group Names Synergy Licensing, LLC as licensing agency of record.

Columbus, Ind. and Foxboro, Mass. (June 15, 2009) — Dorel Juvenile Group, Inc. (“DJG USA”), a division of Dorel Industries (TSX: DII.B, DII.A) and the nation’s largest juvenile products manufacturer, has named Synergy Licensing, LLC, a New York-based firm specializing in licensing brand opportunities, as its new licensing agency of record.

Safety 1st logo

The relationship will expand Dorel Juvenile Group’s brand portfolio by applying licensing opportunities to appropriate product offerings in the marketplace in addition to the juvenile sector. Synergy will work to license related trademarks Baby on Board!™ and Nature Next™ which fall under the Safety 1st® brand umbrella, as well as Cosco®, a brand synonymous with exceptional quality at a great value. The whimsy of the Baby on Board! icon and the timeliness of Nature Next eco-conscious product lines lend themselves to more niche approaches to product extensions, while Safety 1st and Cosco licensed products will reinforce brand equity within the industry. The strength of Dorel Juvenile Group’s brands combined with Synergy’s deep experience in family oriented brands make for a natural fit.

“DJG USA is thrilled to join forces with Synergy on such an exciting venture to expand our Safety 1st and Cosco brand names, both leaders in the juvenile industry,” said Vinnie D’Alleva, EVP Business Development at Dorel Juvenile Group, Inc. “Our approach to the Dorel Juvenile Group licensing program is to keep the brands pure, focusing on creating product that is emotionally relevant and contemporary within the brand family. Synergy’s passion and true understanding of Dorel Juvenile Groups’ brands and related trademarks was clearly evident during the review process and we are confident their passion for DJG’s brands will translate proficiently to other product offerings.”

Nature Next logo

“Collaborating with Dorel Juvenile Group is an exciting opportunity for our agency,” said Karen Diamond, principal of Synergy Licensing. “More than ever, we recognize our client’s need to stand apart from their competition and we are equipped with the industry experience, knowledge and drive to set Safety 1st and Cosco apart from the rest.” Randi Goodman, principal of Synergy Licensing adds, “Retailers are looking for meaningful brand extensions to broaden assortments, and we plan to maximize those opportunities and relationships with the powerful brands Dorel Juvenile Group has to offer.”

Dorel Industries Inc. (TSX: DII.B, DII.A) is a world class juvenile products and bicycle company. Established in 1962, Dorel creates style and excitement in equal measure to safety, quality and value. The Company’s lifestyle leadership position is pronounced in both its Juvenile and Bicycle categories with an array of trend-setting products. Dorel’s powerfully branded products include Safety 1st, Quinny, Cosco, Maxi-Cosi and Bébé Confort in Juvenile, as well as Cannondale, Schwinn, GT, Mongoose and SUGOI in Recreational/Leisure. Dorel’s Home Furnishings segment markets a wide assortment of furniture products, both domestically produced and imported. Dorel is a US$2.2 billion company with 4700 employees, facilities in eighteen countries, and sales worldwide.

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Pair of Licensing Luminaries Launch Unique New Company

Agency Inks Several New Clients Including An Extremely Hot Mixed Martial Arts Brand

New York, NY (November 24, 2008) — Licensing veterans Karen Diamond and Randi Goodman have joined forces to form Synergy Licensing, LLC. With over 40 years of licensing, branding, retail and product development experience, Synergy offers clients a proven track record of building entertainment, character, corporate, fashion, celebrity and sports brands into widely successful merchandise and retail franchises. The agency takes the unique position of being a generalist agency specializing in all arenas, offering expertise in a myriad of category sectors while building properties into viable, profitable, long-term licensing programs.

“Synergy Licensing was created with the goal of being a firm that draws upon a hybrid mix of large AND boutique agency approaches,” said Principal Randi Goodman. “In essence we offer the experience and expertise of larger established agencies, combined with the creativity and senior-level client support that is the trademark of smaller firms.”

With the paint barely dry, Synergy has already inked several high profile brands, highlighted by Mixed Martial Arts (MMA) Light Heavyweight Champion, and New York Times best-selling author, Chuck “The Iceman” Liddell and his fast growing social network Other clients include housewares giant Lifetime Brands, rising country music sensation Monty Lane Allen, and BackStage Pass, an intimate and candid collection of back stage Polaroid shots of top artists in Rock ‘N’ Roll.

“In an economy where many retailers and manufacturers are struggling to find a niche and differentiate their product assortments, the importance of finding the right licensing partners is critical,” said Karen Diamond of Synergy Licensing. “I credit much of our initial success to the reputation Randi and I have developed throughout the years, and the fact that we are innovative in our approach and implementation for our clients and licensees.”

From “Looney Tunes” to “Lord of the Rings,” and Pillsbury to Polaroids, the principals of Synergy Licensing have created and executed some of the most memorable and impactful brand enhancing campaigns in the licensing world. Reunited after 17 years, where they combined to drive the Warner Brothers licensing catalogue to unprecedented heights, both Diamond and Goodman boast a hall of fame resume of brand building excellence.

Diamond, who began her career in licensing at Liz Claiborne, boasts an extremely diverse background highlighted by extended stints at Time Warner, initially called Licensing Corporation of America (LCA), handling all aspects and categories of entertainment properties including Looney Tunes, DC Comics’ Batman and Superman, and Shari Lewis’ Lamb Chop. Under LCA Corporate Licensing, she was responsible for the launch of the character SPOT for 7UP, as well as licensing programs for Burger King, Pizza Hut, Pillsbury, Baskin Robbins, Radio City Music Hall, and Sports Illustrated for Kids. However, Diamond’s greatest triumph was the unparalleled growth of Pillsbury. Under Karen’s direction, the Pillsbury licensing program grew from four licensees in 1994, to over forty-five companies in 1999. With more than 500 licensed products in the marketplace, the licensing industry still considers the Pillsbury program a model for many corporate programs.

For over a decade as Senior Vice President of Licensing, Merchandising & Retail Development at New Line Cinema (a Time Warner company), Randi Goodman spearheaded licensing and retail programs for some of pop culture’s most memorable titles including the Austin Powers films, The Lord of the Rings trilogy, Sex and the City, A Nightmare on Elm Street, Friday the 13th, The Texas Chainsaw Massacre, Wedding Crashers, and Hairspray. Prior to New Line, Randi managed licensing programs at Warner Bros. Consumer Products for entertainment properties including Looney Tunes, DC Comics’ Batman and Superman, and Shari Lewis’ Lamb Chop.

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