Tuesday, July 29, 2008

USPS-Branded Items Bring in the Bucks

The USPS NewsLink asks, "What do $3 puzzles and $5,000 prints of stamp artwork have in common?"

Answer - They’re both USPS-licensed products.

According to USPS, "Last year, consumers bought $89 million worth of products licensed by the Postal Service. Typically, USPS receives a royalty on all sales of licensed products — and that money goes straight to the Postal Service’s bottom line."

Now one of the top 100 licensors in the world, the Postal Service’s Licensing department promotes the “USPS brand” to consumers around the globe. In addition to stamp art, licensees pay to use USPS logos, Post Office murals, trademarks, vintage photographs and postmarks.

Licensing Manager Gary Thuro is quoted as saying, “We see licensing as a way to generate revenue while we advertise our company. In particular, it’s a great way to introduce USPS messages to new audiences, especially young people.”

What USPS-themed products can you expect down the road?

Everything from watches to dog carriers and treats, to bicycles sold in Japan. Not to mention upscale clothing and a cosmetic line currently in development.

Shown above, the USPS booth at the recent Licensing International Expo.
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posted by Don Schilling at 12:01 AM