New places for old faces

Hallmark inks licensing deal for CBS library

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.