Trading Spaces, Cristina seek licensees
By Jay McIntosh -- Furniture Today, March 10, 2003
Miami — Two cable TV shows with fervent fan bases are seeking licensees in home furnishings, possibly including furniture and area rugs.
Cristina Saralegui, host of the top-ranked Spanish-language talk show on the Univision network, is beginning talks with retailers and also may seek manufacturers to lend her name to products including home décor goods.
Also marketing its name is "Trading Spaces," the Discovery Network show that has built a popular following around its theme of having people decorate rooms in their neighbors' homes. A number of licensees have signed on, including Alsy Lighting, and the network hopes to get into furniture with a ready-to-assemble line.
Cristina, as her fans across the United States, Latin America and Europe call her, is making her foray into licensing just as U.S. Census data gives more evidence of the importance of Spanish-speaking consumers.
"You'd have to be under a rock not to see ... everywhere in front of you, the growing importance of the Hispanic market," said Michael Browne, senior director of licensing with IMG Licensing, the New York-based company that is working with Cristina.
IMG also has been involved with licensing efforts for Tommy Bahama and Arnold Palmer, both of which have furniture lines at Lexington Home Brands.
Browne said IMG is initially talking to retailers about Cristina-related brands in products including home goods, apparel, accessories and health and beauty products, and may also talk to manufacturers.
Discovery Network, meanwhile, already has several "Trading Spaces" licensees on board, including Alsy, Springs Inds., Fetco, Ellery Homestyles and Town & Country Living for home textiles, lighting and other home décor goods, although not yet furniture. Carol LeBlanc, vice president of marketing for the network, said there have been discussions with RTA producers but no deal signed yet.
"I think the whole thrust will be easy-to-assemble with a 'Trading Spaces' kind of fun, decorative twist," she said. Products are likely to pull from the "aspirational nature" of the show, she said, with tips on decorating and on using the products creatively.
