Hosts With the Most

TV and radio presenters—hosts of talk shows, reality TV series, game and competition shows, and the like—comprise a growing sector within celebrity licensing. Some recent examples of merchandise initiatives involving TV presenters include:

  • Ellen DeGeneres, among the most active in the group, who recently announced a line of 60 fashion pieces at Walmart under the EV1 brand and paired with Essential Brands for a line of loungewear exclusively at Nordstrom under the ED Ellen DeGeneres label. These join a wide variety of other deals across retail channels, price points, and categories since 2014.
  • Oprah Winfrey, who expanded her deal with Kraft Heinz to include frozen pizza under the O, That’s Good brand.
  • Ryan Seacrest, who has been expanding his menswear line, exclusive to Macy’s under the Ryan Seacrest Distinction label. Seacrest and licensees Peerless Clothing, Randa, and Itochu have added more casual items, or “lifewear,” such as knits and casual pants that can be mixed and matched with pieces from his more formal collection of suits and ties.
  • Fearne Cotton, who announced in August that she would collaborate with Cath Kidston on a limited range of apparel, accessories, and home goods, marking the latter’s first celebrity pairing. Cotton also has partnered with Swan on electrical appliances.
  • Maria Menounos, who recently paired with Aramark to create a food pop-up called Maria’s Greek Kitchen at Fenway Park. The concession focuses on Greek dishes featuring organic ingredients.
  • Lara Spencer, who entered into a collaboration with Tura for a line of sunglasses and optical eyewear. She announced earlier this year that her time spent on Good Morning, America was being reduced as she focuses more on her lifestyle brand.
  • Wendy Williams, who continues to expand her fashion collection on HSN, inaugurated back in 2015.
  • Giuliana Rancic, who has added prosecco and wine to her branded activities, which also include her G by Giuliana lifestyle merchandise on HSN.

While TV and radio presenters being involved in licensing, collaboration, and/or other forms of brand-extension is not a new phenomenon, the number of examples has proliferated in recent years. Other hosts who have launched merchandise initiatives range from Jimmy Fallon, Cristina Saralegui, and Anthea Turner, to Kathie Lee Gifford, Kate Humble, and Loyd Grossman, among many others.

Of course these days TV and radio hosts (including some of those already mentioned here) often have some fame before they take on their presenting duties, which makes it difficult to determine which element of their career is driving any licensing success. Jeff Foxworthy, who recently formed a strategic partnership for furniture with Man Wah, is a comedian as well as game show host. Whoopi Goldberg, who oversees merchandise ranging from ugly Christmas sweaters to medical marijuana-infused edibles to alleviate menstrual cramps, is both an actress and host of The View. And Heidi Klum, who manages licensing activities such as intimates, maternity wear, and a line of fashion at Lidl, was a model before becoming host of fashion competitions including Project Runway (until recently) and a new show being developed for Amazon Prime.

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