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Licensing the Gone and the GoldenJuly 19, 2011 at 2:05 pm by Ted MininniGreat stars live on in our hearts and psyches forever. Their unique brands occupy a place no one else can ever hold. Take the one and only Duke. John Wayne, though gone since 1979, lives on as an icon of all things American. The personification of grit, guts, selfless determination, a “can do” attitude and rugged individualism, it’s no surprise that a 2010 Harris Poll confirmed John Wayne is still America’s favorite actor. A recent Adweek article points to the staying power of the Wayne brand and plans to license consumer products to capitalize on its major assets. Ethan Wayne, the late actor’s youngest son, head of John Wayne Enterprises, envisions rolling out products that “people want to use.” Current offerings? John Wayne Beef Jerky. A John Wayne coffee mug that reads: “Courage is being scared to death but saddling up anyway.” Appropriate, right? John Wayne merchandise has been out there for years, but are t-shirts, games and collectors’ plates in sync with the larger than life brand of the late celebrity? Probaby not. That’s why Ethan Wayne has plans to ink new licensing deals. “If our job is to represent John Wayne in the marketplace,” he said, “we need to represent his spirit. We need to be doing stuff like pocket knives, horse saddles, leather jackets – things he used in his personal life.” Oh, and it all has to be made in America. Now, that seems to make sense.
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