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RememberSchiff

Who discussed BSA branding at Hong Kong conference?

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WHY?

  “…trademark licensing program has grown from $6 million dollars in retail licensed product sales annually at the end of 2006 to more than $75 million dollars in retail licensed product sales annually at the end of 2016…”

WHO?

Mr Greg Winters, Manager, Licensing Programs, Boy Scouts of America

http://www.hktdc.com/ncs/alc2018/en/s/Speakers.html

According to a trade magazine http://images2.advanstar.com/PixelMags/license-global/digitaledition/05-2016-top150.html#46  the BSA is # 150 of the Top Global Licensors.  Bigger than I would have guessed!  Girl Scouts were # 104.  That's a lot of cookies and pinewood derby cars.

As a revenue source licensing make sense for the BSA and if I was in charge I would do it.  But... on the bigger issue of BSA as a franchise and public image (brand), the BSA has not done well.  At least in my Council the number of Organizations interested in chartering a Scout Unit continues to decline.  The BSA is a tough "sell" and  assigning your newest entry level person, the District Executive, as your "sales rep" has not worked well.

 

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This is surprising.

I would not guess that the BSA is an international brand. How much BSA-branded product is sold outside of the US?

$75million sales with say 2million customers seems small taters.

Am I missing something?

 

Edited by RememberSchiff

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Probably nil BSA products sold outside the USA.  Assuming main buyers are BSA members buying patches and T Shirts, $75 mil from 2 mill people seems reasonable.

Reading the magazine article footnote, the revenues may be self reported.  Not much representation on the list from Asian companies.  Many companies probably will not disclose such proprietary info.  Thus the list is not "global" and not all encompassing.  Many organizations are self promoting themselves to attract licensees, like the BSA...   http://www.licensingbsa.org/

I hope the BSA has a stringent review process of the product & manufacturer to maintain a high quality image and we'll not find BSA logos on products at the $1 store or a product safety recall!

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Okay, they have a strong brand, with some adults. What about brand recognition with kids? That's the issue.

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1 hour ago, an_old_DC said:

I "wood" love to see some Scout-made caskets.

Likely it would look sort of like this

Patrol box.jpg

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6 minutes ago, Jameson76 said:

Likely it would look sort of like this

Patrol box.jpg

But you should only be stored in there after being cleaned via the 3 pot method...

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27 minutes ago, Tampa Turtle said:

The more I think about it the more I like it! How about a tiny one for the mantle holding the ashes of dear old Mr Turtle. (or maybe a little backpack)  It can join my wives collection of the ashes of 3 Sheppard's and 5 Cats. 

or maybe the BSA will license these biodegradable paper turtle urns.

http://www.passagesinternational.com/biodegradable-urns/water-urns/biodegradable-turtles

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