Hallmark inks licensing deal for CBS library

New places for old faces

Jed Clampett could be an ornament hanging on your Christmas tree this year.

Hallmark will get access to CBS Consumer Products' entire television library thanks to a licensing deal to be announced this week.

The agreement not only opens the doors to more than 150 properties including "The Beverly Hillbillies," "Beverly Hills, 90210," "Happy Days" and "Rawhide" for greeting cards but also for party goods, collectibles and other gift categories.

The deal could be lucrative for CBS, which will receive a portion of online sales and purchases in more than 43,000 retail outlets, including Hallmark Gold Crown stores.

"There is an emotional connection with these shows, and there's nothing more emotional than having your brand used as a social expression," said Liz Kalodner, executive vp and GM of CBS Consumer Products, New York.

CBS' TV icons have been grouped under an umbrella dubbed Television City. A Television City logo will be included on Hallmark products and in marketing outreaches.

Television City shows are in the process of being licensed for use in other categories and already have been tapped by University Games for board games and Steve & Barry's and NTD Apparel for T-shirts and other clothing.

CBS and Hallmark, meanwhile, are preparing anniversary promotions this year for "The Twilight Zone" (50th), "Rawhide" (50th), "The Brady Bunch" (40th) and "Happy Days" (35th).

The cardmaker already used such TV shows as "The Amazing Race," "CSI: Miami" and "Star Trek" for its cards with sound.

Measured media spending last year for its cards with sound was $10 million, according to Nielsen Monitor-Plus. Overall, the company's ad spend was $144 million.

The company will leverage its media outlets to promote the products, including Hallmark Magazine, the Hallmark Channel and Hallmark Hall of Fame original movies.