Brand this!

by Lee Simmons, April 30th, 2007, 7:00 am

Since development has been indefinitely postponed on the Lee Simmons Action Figure™ (press credentials and hair sold separately), I’ve been attempting to learn how other celebrities are branding themselves these days. I need not remind you, faithful reader, that branding is big business. The International Licensing Industry Merchandisers’ Association estimates that celebrity branding raked in $3.5 billion last year alone.

When it comes to capturing market share, companies are more and more willing to put starpower behind new product launches. Here’s but a sampling of some of the more recent (and odd) deals:

Targeting the tween set: Punk(y Brewster) singer Avril Lavigne has become the first music act to have her name and image grace the pages of Stardoll, an online avatar-based community aimed at teen and tween girls. In addition to being able to buy Avril’s albums and view upcoming tour dates, girls can create personalized avatars called “MeDolls” and purchase virtual fashions with which to dress them.

Sears hunk: Ty Pennington, host of TV’s Extreme Makeover: Home Edition, is Sears’ newest name brand. The Ty Pennington Style collection slaps the hunk’s name on everything from Fuji dressers to cosmopolitan wine goblets.

Trump Home: No stranger to the world of celebrity branding, Donald Trump recently unveiled his new line of furniture under a licensing arrangement with Lexington Furniture Co. Trump Home includes case goods and upholstery that offers “affordable opulence.”

Thrilla in vanilla: In January boxing icon Muhammad Ali released a line of health snacks with names like “Thrill-A-Dilla” and “Holy Guacamole.” The geniuses behind M&Ms are making them. Oh, and they’re shaped like boxing gloves, medicine balls, and speed bags.

The odd bouquet department: What do Mike Ditka and the rock band KISS have in common? It hurts me to say it, but they’ve both released their own wine. Mike Ditka Kick Ass Red features a Zinfandel/Syrah/Petite Syrah blend sure to make any superfan pour his Budweiser into the dog’s water bowl on Sunday afternoons. Meanwhile, KISS THIS – Well, you just have to see (and taste) it to believe it.