New Licensing Program for Home and Garden TV
Scripps Networks will offer a new licensing program for its Home and Garden Television, which will include everything from home improvement to decorating to garden products. The net selected the Beanstalk Group as the agency to represent and develop the program.
Licenses will focus on the HGTV name and logo as an authority in home improvement rather than focusing on specific shows -- with the exception of "The Dream Home." Some on-air talent may also be used for the licensing program. Categories will include everything "from building materials to linens," says Michael Stone, Beanstalk CEO. First up will be solution-based products [because] there's a lot of space there, while "on the style side there's much more competition," he says.
The program will launch at the Licensing International Expo in Las Vegas in June. Products are expected to debut in the second half of 2010. The cable network reaches about 90 million homes and has 5 million unique visitors per month at its Web site.