A growing number of authors with adult fan bases (or the authors’ estates) are overseeing merchandise initiatives. The efforts are focused largely on their own names and likenesses, rather than on their book titles, plots, or characters.
Each initiative takes a slightly different form. Some, for example, are novelty-based. George R. R. Martin, author of the book series A Song of Fire and Ice, which includes Game of Thrones, recently signed a licensing agreement with Factory Entertainment for a line of collectibles; the first item is a talking plush figure with 10 quotes recorded by the author. (The TV show inspired by Game of Thrones is, of course, heavily licensed through HBO).
Others take a lifestyle approach. The Kurt Vonnegut Jr. Trust, run by the author’s estate, recently hired agency Kick Design to develop a lifestyle program tied to phrases from Vonnegut’s writings (which include Breakfast of Champions, Cat’s Cradle, and Slaughterhouse-Five), as well as his sketches and likeness. The program encompasses everything from fashion and home décor to social expressions and spirits.
Still others have opted for curation rather than licensing. Nicholas Sparks, author of novels including The Notebook and Dear John, partnered with the home goods-focused e-commerce site Joss & Main for a curated collection of products inspired by scenes from his novels. The month-long pairing was part of Joss & Main’s Curate for a Cause series, with proceeds going toward the Nicholas Sparks Foundation, which promotes education.
These are not the first direct merchandise efforts overseen by authors; Tom Clancy and Dean Koontz are among those who have authorized videogames, comic books, and other categories. But the merchandise has been based more on newly created properties and characters—outside of those originating in their established book series—than on their individual likenesses, philosophies, or tastes.
These days, author-based ventures are becoming more personal, even as their incidence is on the rise. Authors or their estates are seeking new ways to stand out and draw new readers to their work in a competitive and changing publishing environment. At the same time, potential partners are seeking out relatively untapped types of properties, such as authors, that allow them to differentiate themselves and that offer unique creative possibilities.
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