Coleman Lights Licensing Lamp

Coleman®, the world's leading brand in camping and outdoor recreation is extending its powerful name, visibility, and credibility via licensing to footwear (Eastman Footwear), apparel (Polyvantage), sunglasses (Vision Products), watches (Golden State International), and power tools (Team Products International), as well as a host of other key product categories.

In 2003, sales of Coleman licensed products totaled more than $750 million at retail, making it one of the largest licensing programs in the U.S. And this year the company is planning additional growth with strategic licensing partners. "We have one of the world's strongest and most recognized brands and certainly one of the top names in the outdoor industry," says John Spotts, Coleman's VP of licensing. "Going forward, we want to apply that name where it makes sense for retailers to grow their businesses."

The brand appeals to a broad demographic: outdoor enthusiasts of all ages, and Spotts says Coleman's attributes?down-to-earth, functional, rugged, essential, durable and reliable?have never been more appropriate in today's marketplace where consumers and retailers crave authenticity. Spotts goes on to say, "Coleman is the 'real deal,' with a 103 year heritage of innovation and quality, and that resonates with consumers in a world of 'wannabe' brands."

Coleman scores at the top in independent brand studies. SGB's 2004 annual power brand study revealed Coleman had a consumer brand awareness level of 76.6 percent, rating it as the number 21 sports brand overall in the study and number three among outdoor brands, trailing only Timberland and Swiss Army.

Coleman now has 35 world class licensees covering everything from apparel, footwear and watches, to sunglasses and power tools. Spotts believes the brand has additional opportunities to grow and is actively seeking partners in the categories of hunting and fishing, boating and marine, and children's products. "We want companies who can understand and appreciate the Coleman brand and apply it to their industry segment," he said. "Rounding out our product range in key segments will allow us to become even more important to key retailers and grow as a true lifestyle brand."

For information on the Coleman licensing program, go to: www.coleman.com/licensing, or contact John Spotts at 630-851-7330.