The Licensing Book

Le Tour de France Bikes to Launch in March

While the Tour de France continues to battle obstacles in the race, the brand remains strong at retail. World Wide Cycle Supply has developed a comprehensive line of bicycles for kids and adults that launched in August in Europe and at Inter-Bike in September in the U.S. The negative publicity surrounding scandals in cycling has not affected the brand at retail, according to Michelle Alfandari, president of MODA International, because the efforts to ensure a clean competition have underlined the brand’s commitment to fairness.

“The publicity around the event has only raised its profile in the U.S., and there is a level of respect for the organization that wants to ensure the best form of competition.” says Alfandari. “Almost every sport is facing some sort of scrutiny these days. We have not had any negative response whatsoever.”

Reprinted with permission of the publisher.  The Licensing Book, November/December 2007 issue, Adventure Publishing Group and Total Licensing Ltd.

The Licensing Report

Amaury Sport Organization Partners With MODA

MODA has been appointed by Amaury Sport Organisation as exclusive licensing agent for its Dakar motorsports rally.

The Dakar motorsports rally is a 15-day annual on-road and off-road adventure that began in 1977. More than 13,000 participants race from Europe to Dakar, Senegal. MODA plans to position this as a luxury brand for men, across product categories including apparel, footwear, accessories, luggage, watches, electronics, personal care and automotive.

MODA has also announced that Hubble Lens has been licensed to develop a new collection of Tasco digital cameras for the European, South African and Middle Eastern markets. The license deal was facilitated by MODA International Marketing.

Tasco digital cameras will launch this month.

Dakar and MODA

DAKAR names MODA Exclusive Licensing Agency for U.S., Canada, Mexico and United Kingdom

(New York, NY – May 23, 2007) MODA (New York) has been appointed by Amaury Sport Organisation (A.S.O.) as exclusive licensing agent for its world renowned DAKAR motorsports rally.

DAKAR, the 15 day annual quintessential on-road and off-road motorsports adventure that began in 1977, is a race from Europe to DAKAR, Africa.  The Dakar spirit is at the crossroads of several passions. Not only is it a one of a kind landmark event in the world of motorsports it is equally about extreme passions and contrasts.  The diversity of the landscapes from Europe to Africa is equal to that of the rally competitors and spectators.     The Road to Dakar is as symbolic as it is real. This most challenging endurance race for cars, bikes, trucks, and quads is known for its incredibly varying terrain demanding the newest technology and attracting the most skilled competitors.  Whether they are amateur or professional, over 13,000 men and women, representing over 43 nationalities, have participated throughout the years.  This prestigious extreme sport is broadcasted in over 185 countries to enthusiasts that watch the enthralling and dangerous sport from home or on the road, this event is the ultimate “adventure.”

MODA plans to position this as a luxury brand for men, across product categories including apparel, footwear, accessories, luggage, watches, electronics, personal care and automotive.

MODA will be exhibiting at the International Licensing Show in New York, from June 19 – 21, at booth number 3648.

About MODA International Marketing, Inc.

MODA International Marketing, established in 1988, is a full service marketing and business development company that uses licensing to leverage existing assets such as trademarks, corporate brands, patents, ingredients and technology on a global or national basis.  MODA offers its broad client base customized strategic planning, implementation and management of turnkey licensing programs.

MODA is proud to have delivered untapped profits across diverse industries, distribution channels and geographies for its clients.

For more information about MODA International Marketing, Inc., please visit or e-mail

About A.S.O.

Amaury Sport Organisation (A.S.O.) belongs to the French press group, E.P.A. (Philippe Amaury Publications), which owns the newspapers and magazine publications l’Equipe, France Football, l’Equipe Magazine, Vélo Magazine, Le Parisien and Aujourd’hui in France. The group has also developed an audio-visual branch, with the creation of l’Equipe TV, and new technologies with the web-sites and, to such an extent that it is today one of the key figures in the French media world.

A.S.O., created in September 1992, is specialized in the organization of renowned sports events, such as the Tour de France, the Dakar and the Paris Marathon. Over the last few years, the company has expanded, A.S.O. having intensified its activities in the domain of cycling and taken up new disciplines, such as golf and equestrian sports.

Behind the range of internationally renowned and recognized events, Amaury Sport Organisation is focused on a precise goal: the design and management of spectacular top flight competitions respecting the sporting code of values and ethics, with long-term dedication. 

The Licensing Book

On Ellis Island, An Eight-Year-Old Licensing Relationship Pays Dividends

By Bryan Joiner

Last month, Lowe’s, the National Trust for Historic Preservation and the National Park Service celebrated the re-opening of the Ellis Island Ferry Building with Save Ellis Island, a not-for-profit group designed to save the landmarks at the former portal to the United States.  Save Ellis Island funded the project with federal and New Jersey state funds and private donations, including that of Lowe’s, which has donated $2 million to the National Trust since 2005.

At first glance, this does not appear to be a licensing story, but to see the connection; you have to go back to 1999.  That’s when the National Trust, which is represented in the licensing arena by MODA International, first teamed up with Valspar to produce a line of licensed historic paint colors.  The line was introduced as a co-branded venture at Lowe’s under Lowe’s American Tradition label.

As it turns out, there was a significant market for the exact paint colors used at historic sites, says Miriam Lennett, director of business development for the National Trust.  “It’s exciting for the consumer.  If they buy the specific color that was in Woodrow Wilson’s dining room, they can tell their friends and feel connected to history,” says Lennett. 

With that agreement in place, the National Trust and Lowe’s kept in contact over the following years.  Representatives from the National Trust traveled to Lowe’s headquarters to have ongoing discussions about branding and messaging, and in 2005, that work paid off.  Lowe’s had decided to support historic preservation projects in the northeast by establishing a fund to be administered by the National Trust.  “They created the fund with the National Trust because they knew that we could help them make a positive impact in their communities.  Historic preservation and home improvement are very closely related, so it made both business and philanthropic sense,” says Lennett.

Lowe’s agreed to give $1 million to the National Trust in both 2005 and 2006, and the Trust dispensed the funds among 10 preservation projects in the northeast.  The National Trust accepted applications from preservation projects across the country and recommended them for funding if they met specific goals.  Save Ellis Island qualified, and received a $100,000 grant.

Michelle Alfandari, president of MODA International, said the result illustrates how licensing deals can blossom beyond the licensor-licensee relationship when both parties are looking for something that makes business sense, if not dollars and cents.

“MODA’s approach is to use licensing to achieve our clients’ business objectives.  Sometimes these objectives are not limited to incremental revenue or protection of the trademark but includes other measurable and tangible benefits,” Alfandari says.  “In this particular case the Lowe’s contribution that supports the core mission of the National Trust is one such tangible by-product of a successful licensing relationship.  There are times as an agent when a client will prioritize their licensing objectives and in some cases that may mean heightening awareness, more so than generating revenue.  So we may look at a licensee that’s going to provide more exposure, maybe without significant revenue.”

The National Park Service/Ellis Island received great revenue; for Lowe’s, the exposure means something more.  Lowe’s is now inextricably linked with an iconic place that brought hope to millions.  It’s the type of exposure that money can buy, but only if you have the right relationships – and it all started with licensing.

Reprinted with permission of the publisher.  The Licensing Book, May 2007 issue, Adventure Publishing Group and Total Licensing Ltd.