"Emotions set off the first wave of donations and the question then became, how to sustain the much needed revenue stream," notes Diane Stone, general manager, Global Licensing Group, Advanstar Communications. "Whether it is t-shirts, caps, posters, or action figures, the business of licensing has been helping to keep the momentum alive."

Charles M. Riotto, president, International Licensing Industry Merchandisers' Association, LICENSING 2002 International sponsor, adds, "There has never been more of a desire to support those organizations who are there to protect us and the environment as evidenced by the tremendous surge in demand for products relating to the police, fire department and other non-profit organizations over the past eight months. The consumer wants a way to make a strong statement of support for the organization -- both economically and emotionally. Licensing is certainly the most effective way to satisfy that demand with an exciting group of diverse products that will generate revenue and awareness in order to continue to support these worthwhile causes."

Among those represented on the Show floor for the first time are the Fire Department of the City of New York (FDNY), and the New York Police Department (NYPD), the U.S. Secret Service, the National Parks Foundation, and the First Flight Centennial. Returning to the Show are Sesame Workshop, the Sierra Club, 4-H Council, WGBH Public Television, Little League Baseball, and the National Trust for Historic Preservation.

"The emergence of so much cause related licensing is a barometer of the emotions running through the country right now. In an atmosphere of compassion and caring, more and more people are looking to contribute in some meaningful way to the organizations that help in times of trouble and enrich our lives," says Ms. Stone. "These organizations are establishing relationships with manufacturers, retailers and promotional partners to generate revenue from royalty rates on product sales to sustain their vital services. The deals they make at the Licensing Show will generate the much needed funding necessary to sustain their core work, maximize exposure for their organizations and draw attention to their cause."

"Overall, the current atmosphere in America is a caring one," says Johanna O'Kelley of the Sierra Club. "Whether it is caring for the environment or caring for someone dying of AIDS. People want to help and licensing allows them to do so very easily."

The American people have been clamoring to "give back" through purchases that bare the symbols of America's heroes, her parks, and her history. The New York City Fire Department has seen first hand the need that people have to help out. Making its debut appearance at the Show, the FDNY is embarking on a major licensing program due primarily to the huge demand for their identity for use on products. Last year at this time sales of FDNY product at the Fire Zone store in Rockefeller Center averaged approximately $600 a day. Following September 11, average daily sales jumped dramatically, ranging from $16,000 to $25,000 a day.

"There is a genuine desire to have something of the FDNY. When people see the FDNY logo they think of bravery, brotherhood and sacrifice; there is a real emotional attachment," says Marjorie Morris, director of licensing for the FDNY Fire Safety Education Fund. "This is their opportunity to honor these real-life supermen."

One of the most successful licensing programs they have had to date has been with Fisher-Price's(R) Rescue Heroes(TM), a line of action figures featuring real-life heroes including fire-fighters, police officers, and paramedics. Fisher-Price created the line in 1998 and shortly thereafter, in conjunction with the FDNY, developed a special limited edition FDNY version of the Billy Blazes(TM) action figure that was sold last fall exclusively at Toy "R" Us and http://www.fdnyfirezone.org. The program raised $1 million for the Fire Safety Education Fund in 2001 and Fisher-Price plans to launch a new set of Rescue Heroes FDNY products through Toys "R" Us this fall.

Since August every dollar the Fire Department raises from the sales of licensed products goes to the FDNY Fire Safety Education Fund, people are actually helping to fight fires before they start. The Fund sponsors programs such as the Fire Zone, a learning center for children and families to be educated on prevention and fire safety, and provides smoke detectors to low-income families throughout the city.

The New York City Police Department, represented by the Joester Loria Group, also making its first appearance at the Show this year, has also seen a rise in demand for product baring its logo throughout the past year.

Joanne Loria, executive vice president and chief operation officer, explains what makes the NYPD a compelling brand for licensors and ordinary people. "By wearing something with the NYPD logo or badge on it you are making a statement," she says. "It is a vote of confidence for these everyday people, who can't fly and don't have x-ray vision, but perform these incredible feats."

Ms. O'Kelley of the Sierra Club, a second time exhibitor at the Show, points out that even though people want to support a cause, they are not always able to and licensing provides them with the opportunity. "We reach a broader audience through licensing," she explains. "Most people say they are environmentalists but they do not have the time to devote to it. By purchasing something that benefits us, it allows them to make a difference."

It is licensing that has been one of the key components in the ongoing development of quality programming at Sesame Workshop. Revenue raised by sales of such popular toys as Tickle Me Elmo have made it possible for the Workshop to meet its commitment to educate the children of the world.

"For 33 years, Sesame Workshop has been a non-profit organization, dedicated to helping children all over the world reach their highest potential," says Tamra Seldin, Sesame Workshop's vice president of marketing. "Licensing is the vehicle that makes that mission a reality."

Other organizations utilize licensing to fund programs that reach beyond their core services. "Licensing gives us a stream of unrestricted money that we can use to help educate the public and enhance the park experience for all that attend," says Jennifer Larson, director of public relations for first time exhibitor, The National Parks Foundation. "I feel that attending the Show is very important to our licensing program because it will expose us to a wider variety of partners than any other venue."

She reports an increase in donations recently as parks seem to have become more relevant in people's everyday lives. "People appreciate what they represent, they are as all-American as you can get," she says.

Little League Baseball is another popular all-American property represented at the annual Licensing Show. In today's "back-to-basics" environment, the great American pastime, seems more significant than ever. "People really respond to everything Little League represents; courage, loyalty and character," says Lois Sloane, president of SloaneVision Unlimited, which represents Little League Baseball. "Kids don't just play ball, they learn sportsmanship, discipline and values."

L!CENSING 2002 International is sponsored by the International Licensing Industry Merchandisers' Association (LIMA), the worldwide trade association for the licensing industry, serving as the worldwide advocate for the business of licensing.

Advanstar Communications Inc., a worldwide business information company with offices across the United States, United Kingdom, Latin America and Asia, publishes more that 100 business magazines and produces more than 100
exhibitions and conferences.