Printer Friendly

ELIAS BROTHERS BIG BOY RESTAURANTS PURSUES MERCHANDISING THE BIG BOY CHARACTER

 ELIAS BROTHERS BIG BOY RESTAURANTS PURSUES MERCHANDISING
 THE BIG BOY CHARACTER
 WARREN, Mich., July 15 /PRNewswire/ -- For 56 years, a chubby little guy with red and white checkered pants and an enduring pompadour hair style has been immediately recognized by kids and adults around the world. He's Big Boy, the trademarked corporate character for Big Boy Restaurants, Inc., owned and franchised by Warren-based Elias Brothers Big Boy Restaurants, Inc. The company is now seeking to expand on the character's popularity and recognizability through mass merchandising of licensed products by national manufacturers.
 Elias Brothers Big Boy Restaurants, Inc. has signed a licensing agreement with Trinity Licensing & Marketing, Ltd., based in Philadelphia, to pursue merchandising the Big Boy character.
 Trinity Licensing will be representing Big Boy Restaurants, Inc. for the manufacture of toys, candy, cereal and other merchandise bearing the Big Boy character's likeness. Trinity has already signed a contract with a major stuffed-toy company to produce a line of Big Boy rag dolls in 1993.
 "We currently have an extensive line of Big Boy sportswear that has been selling well for the past four years. We now believe it's time to expand into other merchandise utilizing the character's likeness," said Tony Michaels, vice president of marketing for Elias Brothers Big Boy Restaurants, Inc.
 "The Big Boy character is a national icon. Research shows that the Big Boy character ranks high in national recognition and popularity, especially among children. Researchers at one time told us that Big Boy was among the top three most widely recognized corporate symbols/characters in the United States.
 "As evidence of Big Boy's impact on the consumer market and business community, the character is enshrined in the National Advertising Museum in Portland, Ore.
 "He has also received historical significance in that one of the original Big Boy restaurants, established in the '40s in Burbank, Calif., has been named a national historic site.
 "Another sign of Big Boy's popularity and recognition value is the fact that other national companies, such as Olympus Camera, have used his likeness in advertising campaigns to promote their products. The San Francisco Examiner ran a story with a photo of the Big Boy statue standing where Lenin's statue once stood to illustrate capitalism's entry into Russia.
 "To reinforce the character's presence, several animated commercials showing Big Boy interacting with kids in the restaurant, are being aired nationally on a continual basis. Also, each month, 500,000 'Adventures of Big Boy' comic books are distributed free to children at Big Boy restaurants."
 Michaels went on to say, "We decided to work with Trinity Licensing to pursue merchandising opportunities because of the experience and reputation of the company's principal owners, Len Jacobs and Bruce Stein."
 Jacobs, president, helped create Licensing Corporation of America which was purchased by Warner. As senior licensing director at Warner for 25 years, Jacobs negotiated contracts with major manufacturers for Batman, Superman, Star Trek, and major league baseball, hockey and soccer.
 Stein, vice president of marketing for Trinity Licensing & Marketing, spent 20 years as vice president of sales and marketing for A. Ponnock, Inc., a toy distributor in Philadelphia. After leaving A. Ponnock, Inc., Stein developed the merchandising concept and marketing format for the World Wrestling Federation (WWF), with sales totaling over $500 million wholesale since 1984.
 Stein and Jacobs formed Trinity Licensing in 1989 and since that time the company has developed a board game called "Slanguage," which is currently being evaluated by several major game companies; developed "Bomb Squad," a sports-action adventure concept being considered by several major toy companies; developed "Street Smart Kids," an action- figure line of high-tech kids, with accessories, who help prevent crime in their neighborhoods. "Street Smart Kids" is being considered for comic books and a Saturday morning cartoon.
 Trinity Licensing and Elias Brothers Big Boy Restaurants, Inc. are negotiating other contracts for Big Boy merchandise that would be ready for production in 1993.
 Elias Brothers Restaurants, Inc. is one of the largest restaurant systems in the world and the exclusive worldwide franchiser of the 925 Big Boy Restaurants in the U.S., Canada and Japan. Systemwide, the restaurants employ approximately 20,000 people with total annual sales estimated at $1 billion.
 For more information on licensing opportunities for the Bog Boy character, contact Bruce Stein, Trinity Licensing & Marketing, Philadelphia, at 215-482-5217, or FAX 215-483-3281. Other inquiries regarding Bog Boy Restaurants, Inc. should be directed to Tony Michaels, vice president of marketing for Elias Brothers Big Boy Restaurants, Inc., Warren, Mich., at 313-759-6000.
 -0- 7/15/92
 /CONTACT: Nikki Grandberry of Simons Michelson Zieve, 313-362-4242, for Big Boy Restaurants/ CO: Elias Brothers Big Boy Restaurants, Inc.; Trinity Licensing &
 Marketing, Ltd. ST: Michigan, Pennsylvania IN: LEI SU: LIC


SB-DH -- DE011 -- 9465 07/15/92 10:40 EDT
COPYRIGHT 1992 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Jul 15, 1992
Words:792
Previous Article:IMM ANNOUNCES PLANS FOR GIGAHERTZ PRODUCTS
Next Article:KRELITZ INDUSTRIES ANNOUNCES MANAGEMENT CHANGES
Topics:


Related Articles
TWO BIG BOY RESTAURANTS OFFER FREE THANKSGIVING DINNER TO THE NEEDY
ONE OF THE LAST ORIGINAL BIG BOY SIGNS COMES DOWN TODAY
WARREN ELEMENTARY STUDENTS TO BURY TIME CAPSULE AT ELIAS BROTHERS HEADQUARTERS
ELIAS BROTHERS RESTAURANTS LISTS HEALTH FACTS ON MENU; RESTAURANT CHAIN ALREADY ADHERES TO PROPOSED FDA REQUIREMENTS
FRED ELIAS SR., ONE OF THE FOUNDERS OF THE ELIAS BROTHERS BIG BOY RESTAURANT SYSTEM, SUCCUMBS
SPORTS FANS WILL SEE THE RETURN OF BALL PARK FRANKS AT THEIR FAVORITE EVENTS
BIG BOY SPEAKS -- AFTER 58 YEARS OF SILENCE!
BIG BOY RESTAURANTS, INC. TALKS 'TOUGH' IN NEW AD CAMPAIGN
ELIAS BROTHERS RESTAURANTS, INC. ANNOUNCES GRAND OPENING OF 'BIG BOY EXPRESS'
BOB'S BIG BOY ANNOUNCES INNOVATIVE CHARITY PROGRAM

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters