Celebrities and Charitable Brand Licensing

In 2004, Nelson Mandela appointed Charlotte Di Vita as Goodwill Ambassador for the Nelson Mandela Children’s fund. To effectively fulfill the challenge ahead, Charlotte set up 21st Century Leaders and launched the ‘Whatever it Takes’ licensing programme. Charlotte spent three years collecting artwork from global leaders. In 2007, WIT was ready to launch a licensing campaign. Charlotte and her team had collected artwork from over 700 celebrities from industries like film, music, sports, academia, media, fashion and more. From George Clooney to Giorgio Armani, Katy Perry to Donna Karen - these celebrities share a common bond, a passion for charity. The celebrities associated with WIT all donate individually created artworks that have a personal meaning of hope, peace and goodwill.

The India connect

‘Whatever it Takes’ has successfully launched a global licensing programme with notable partners Miles Fashion, VANS Footwear, The Zrike Company, Churchill, and more! Recently, Bradford Licensing and Bradford License India have launched the WIT campaign into North America and India. The launch occurred in Las Vegas at the Licensing EXPO and the feedback from retailers, licensees and consumers has been nothing less than exciting. Since Licensing Show, Buzz Trading, Two Monkeys Apparel, Vintage Home and Reign Designs have already been secured as partners for the ‘Whatever it Takes’ campaign. Categories that will be launched into retail during holiday 2011and early 2012 will include casual wear apparel, basic apparel, jewellery, socks, loungewear and fashion accessories.

To sum up

The ability of manufacturers to design products with personalised celebrity artworks creates a win-win situation for the retailer and the consumer, as every purchase leads to a donation to selected charitable projects funded by ‘Whatever it Takes’. To date, WIT has raised over $4 million in royalties through its licensed partnerships and retailer support. As we continue expanding WIT into North America and India, we realise that the potential for this charitable programme is limitless.

As an agent, representing programs like WIT is fulfilling, as revenues support a number of causes. Bradford is a proud partner of WIT, and we foresee years of evergreen success in the market. 

The author is the President of Bradford License India