Sowing the Seeds

A handful of licensing deals involving vegetable, herb, or flower seeds—either alone or as part of a grow kit containing the seeds as well as pots, soil, instructions, recipes, and the like—shows the wide variety of property types that can fit comfortably within this category:

• Chefs. Jason Santos and his agent C3 Entertainment licensed Buzzy Seeds for grow kits consisting of ceramic planters, recipes, and herb and vegetable seeds.
• Locations. The New Jersey Turnpike and its agent Synchronicity licensed Triumph Plants for a wildflower seed mixture that mirrors the flower varieties found at rest stops along the Turnpike, developed with the Turnpike Authority’s horticulturalist. Major League Baseball once had a line of grass seeds with Scott’s, as part of a broader promotional deal, so fans could replicate the look of their favorite ball field in their own yards.
• Children’s properties. Bloomers! Know + Grow, a storybook and online role-playing game represented by Licensing Management International, licensed Joint Merchant for VeggiePOPs (seed kits that look like lollipops) and Lollipots (seeds planted in plush pots). Preschool TV series Fifi and the Flowertots and the nutrition-themed Hulu show Nutri-Ventures are among the other kids’ properties that have signed deals for licensed seeds, with Mr. Fothergill’s and Home Farmer, respectively.
• Gardening experts. The Alan Titchmarsh brand, tied to a longtime U.K. presenter of TV gardening shows and represented by ITV Licensing, has a deal with Thompson & Morgan for the Allan Titchmarsh Collection of vegetable and flower seeds.
• Eco-properties. The Eden Project, a U.K. pro-environment attraction repped by IPR Licensing, partnered with Franchi Seeds for a range allowing consumers to grow vegetables and herbs found in its restaurant.

The number of licensing partnerships involving grow kits and seed packages is certainly on the rise, albeit slowly. (All of these deals were forged within the last six years, with the Santos, New Jersey Turnpike, and Eden Project examples all within the past year.) And there is likely more room for growth in this category, which is still relatively unsaturated when it comes to licensing.

The Raugust Communications monthly e-newsletter comes out tomorrow (Tuesday, July 19). July’s Licensing Trend of the Month examines how licensors and licensees are integrating social and other digital media into their multiplatform entertainment and marketing efforts. If you are not yet a subscriber to this free publication, sign up here.