Perpetual engaged to expand the iconic Smokey Bear Licensing Program

Brandora Editorial Staff - May 2019

The U.S. Department of Agriculture’s Forest Service has selected New York and Los Angeles-based agency Perpetual Licensing to lead the charge in its licensing efforts for Smokey Bear - the legendary character beloved by children and adults. Perpetual will assume management of the existing portfolio of licensing partners in addition to guide the strategic expansion of the program. In partnership with the Forest Service, Perpetual will extend Smokey Bear into additional consumer products at retail including: Toys & Games, Food, Apparel, Home Décor, and other products.

Since his “birth” on August 9, 1944, Smokey Bear has been a recognized symbol of conservation and protection of America’s forests. His message about wildfire prevention has helped to reduce the number of acres burned annually by wildfires, from about 22 million (1944) to an average of 6.5 million today. Although progress has been made, wildfire prevention remains an important issue affecting our country. Many Americans believe that lightning starts most wildfires. In fact, on average, 9 out of 10 wildfires nationwide are caused by people. The principal causes are campfires left unattended, trash burning on windy days, arson, careless discarding of smoking materials or BBQ coals, and operating equipment without spark arrestors..

Through a portfolio of licensees, a broad array of Smokey Bear products are available nationwide at retailers such as Target, Walmart, Filson, REI, Hot Topic, Lucky Brand Stores, American Eagle, and Amazon, in addition to the National Parks and Forest visitor shops.

David Milch of Perpetual said “We are very proud to be working with the U.S. Forest Service on such a great cause and to support Smokey Bear’s wildfire prevention efforts. There is a significant opportunity to expand the Smokey Bear licensing program into new products and through new retailers, fostering Smokey Bear’s relationships across multiple generations.”

Smokey Bear will be featured at the 2019 Licensing Expo in Las Vegas June 2-4 at the Perpetual Licensing booth B101. To book a meeting, please contact Perpetual Licensing at (212) 585-2500 or info@perpetuallicensing.com.