Licensing Hotline: Traveling into New Categories

by Karen Raugust -- Publishers Weekly, 8/26/2002

Fodor's, the travel guide brand introduced in the 1930s, has embarked on a licensing effort that will extend its name into luggage and travel accessories such as wallets and skin-care products. The company publishes 14 distinct guidebook series, offering opportunities for products targeting everyone from the backpacker-through-Europe to the upscale business or pleasure traveler, according to Neal Seideman, v-p at IMG Licensing, Fodor's licensing agency. Products will be available in all retail channels, and Seideman expects cross-promotional activity between the books and merchandise.