Hallmark, CBS in Licensing Deal

CHICAGO Jed Clampett of the Beverly Hillbillies could be a Hallmark ornament hanging on Christmas trees this year.

Hallmark will get access to CBS Consumer Products’ entire television library thanks to a licensing deal that will be announced this week.

The new agreement not only opens the doors to more than 150 properties including Beverly Hills 90210, Happy Days and Rawhide for greeting cards, but also for party goods, collectibles and other gift categories.

The deal could be lucrative for venerable CBS as it will receive a portion of online sales and purchases in more than 43,000 retail outlets, including Hallmark Gold Crown stores.

“There is an emotional connection with these shows, and there’s nothing more emotional than having your brand used as a social expression,” said Liz Kalodner, evp, gm of CBS Consumer Products, New York.

CBS’ TV icons have been grouped under an umbrella dubbed Television City. A Television City logo will be included on Hallmark products and in upcoming marketing outreaches.

Television City shows are in the process of being licensed for use in other categories and already have been tapped by University Games for board games and Steve & Barry’s and NTD Apparel for T-shirts and other clothing.

Measured media spending last year for its cards with sound was $10 million, per Nielsen Monitor-Plus. Overall, the company’s ad spend was $145 million.