BINNEY & SMITH
LICENSING APPLICATION
INTRODUCTION
Thank you for your interest in pursuing a license with Binney & Smith, makers of Crayola crayons and other children’s creative products. Please take a few moments to review the enclosed information about our company and then complete the application. All information provided will be confidential and will be seen by only select BINNEY & SMITH employees.
Brands interested in:
☐ Crayola
☐ Silly Putty
- If you have any questions, please do not hesitate to contact us at:
Crayola Licensing Department
(610) 253-6271
- Please send completed applications to:
Crayola LLC
1100 Church Lane
P.O. Box 431
Easton, PA 18044-0431
Attn: Licensing Department
** Please enclose the following items along with the application:
☐ 3 – Product catalogs
☐ 3 – Company brochures or Annual reports
☐ Samples of like products you want to license
YOUR COMPANY
- General information:
Company Name: _________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
Telephone #: ___________________________________________________________________
800 #: ___________________________________________________________________
Fax #: ___________________________________________________________________
Website: ___________________________________________________________________
2) Number of years in business:__________________________________________________________
3) Annual Sales and Net Income (US $) for the past three years (fiscal or calendar). This information is required even if you are a privately held company:
4) What percentage of your companies overall sales are derived though Licensed Merchandise?
__________%
5) List key individuals within your organization. If you do not have a specified department or sub-contract out, it would be the person responsible for answering questions in that field within your organization.
6) Is your company a subsidiary of another company? ☐ Yes ☐ No
If yes then:
Company Name: ________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
___________________________________________________________________
Telephone #: ___________________________________________________________________
Fax #: ___________________________________________________________________
Website: ___________________________________________________________________
7) Have there been any voluntary or involuntary bankruptcies of your company?
☐ Yes ☐ No
8) Have any claims been filed against your company for trademark, copyright, patent infringement or product liability?
☐ Yes ☐ No
9) Have your products been the subject of any recalls or regulatory actions within the past 3 years?
☐ Yes ☐ No
If yes, explain: ________________________________________________________________________
_____________________________________________________________________________________
10) Do you currently license the rights to any other Licensed Properties?
If yes please complete the following for your top 3 properties:
Property: ___________________________________________________________________
Company Name: _________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
Contact Name: __________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
Years under License: _____________________________________________________________
Property: ___________________________________________________________________
Company Name: _________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
Contact Name: __________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
Years under License: _____________________________________________________________
Property: __________________________________________________________________
Company Name: ________________________________________________________________
Address: __________________________________________________________________
__________________________________________________________________
Contact Name:__________________________________________________________________
Telephone: __________________________________________________________________
Email: __________________________________________________________________
Years under License: _____________________________________________________________
REFERENCES
- Retail References: List your three largest retailers. If you are requesting a multiple country license we would need this for each country.
Retailer Name:__________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
Buyer Name: ___________________________________________________________________
Buyer’s Dept: ___________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
Retailer Name:__________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
Buyer Name: ___________________________________________________________________
Buyer’s Dept: ___________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
Retailer Name:__________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
Buyer Name: ___________________________________________________________________
Buyer’s Dept: ___________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
- Please list two credit references (suppliers or vendors)
Company Name: ________________________________________________________________
Address: ___________________________________________________________________
Contact Name: __________________________________________________________________
Contact Title: ___________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
Company Name: ________________________________________________________________
Address: ___________________________________________________________________
Contact Name:___________________________________________________________________
Contact Title: ___________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
- Please list a bank reference.
Company Name: ________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
Contact Name:___________________________________________________________________
Contact Title: ___________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
PROPOSAL: FINANCIALS & TERMS
1) Length of the initial contract desired (maximum: 3 years): ________________________________
Year 1 Year 2 Year 3
- Annual Sales Projections:
- Minimum Guarantee:
- Advance Payment:
- Royalty Rate is 10% domestic, 12% F.O.B.
- Marketing Date:
- Territory: United States and its possessions and territories. If you are requesting additional territories you will need to submit a business plan for each territory.
PRODUCTS
1) Briefly describe the product(s) on which you would like to license. Attach JPEG files if needed.
Product Description: _____________________________________________________________
Target Audience: _____________________________________________________________
Target retail price: _____________________________________________________________
Competitive Products: (please provide sample of each)
Name Brand Suggested Retail Price
1)
2)
3)
Product Description: _____________________________________________________________
Target Audience: _____________________________________________________________
Target retail price: _____________________________________________________________
Competitive Products: (please provide sample of each)
Name Brand Suggested Retail Price
1)
2)
3)
Product Description: _____________________________________________________________
Target Audience: _____________________________________________________________
Target retail price: _____________________________________________________________
Competitive Products: (please provide sample of each)
Name Brand Suggested Retail Price
1)
2)
3)
Product Description: _____________________________________________________________
Target Audience: _____________________________________________________________
Target retail price: _____________________________________________________________
Competitive Products: (please provide sample of each)
Name Brand Suggested Retail Price
1)
2)
3)
Product Description: _____________________________________________________________
Target Audience: _____________________________________________________________
Target retail price: _____________________________________________________________
Competitive Products: (please provide sample of each)
Name Brand Suggested Retail Price
1)
2)
3)
2) Anticipated first ship date: ___________________________________________________________
DISTRIBUTION
- Identify below (check all boxes that apply) the channels of distribution you currently do business in and the corresponding percentage of your business it represents.
- Also, please identify which channels of distribution you are requesting for this contract (check all boxes that apply).
CURRENT Channels REQUESTED Channels
- a) Mass Retailers (K-Mart, Walmart, Target): ☐ % ☐
- b) Food Stores ☐ % ☐
- c) Drug Stores ☐ % ☐
- d) Warehouse clubs ☐ % ☐
- e) Department Stores ☐ % ☐
- f) Specialty Stores ☐ % ☐
- g) Convenience (mini-markets) ☐ % ☐
- h) Home Centers ☐ % ☐
- i) Office Products ☐ % ☐
- j) Art & Craft (AC Moore, Michael’s) ☐ % ☐
- k) Foodservice ☐ % ☐
- l) Fund Raising ☐ % ☐
- m) Direct Response (to the consumer) ☐ % ☐
- n) Others: Please list: ☐ % ☐
_________________________________ _______________________________
Describe the methods of distribution you intend to use (i.e.: drop-ship, centralized warehouse, wholesalers, letter of credit, POM):
_____________________________________________________________________________________
__________________________________________________________________________________________________________________________________________________________________________
Type of sales staff: # of people
☐ Company employed
☐ Rep Groups
☐ Mix of Company employed & Reps
☐ Commissioned agents
☐ Other ________________________
PROMOTING THE PRODUCTS
1) Identify the promotional activities you would use to promote the products each year:
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
2) Current advertising agency:
Company Name: _________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
Contact Name: __________________________________________________________________
Contact Title: ___________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
- In which trade shows do you regularly participate?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
MANUFACTURING
- Will you:
☐ Manufacture yourself ☐ Sub-contract ☐ Both
- Code of Conduct: Do you have a social responsibility program in place at all facilities manufacturing your product?
Explain or attach: _________________________________________________________________
_________________________________________________________________________________
- Quality Auditing Programs: Do you have methods or procedures in place to evaluate your product quality? ___ How often is this done? __________________________________________
Explain or attach: _________________________________________________________________
_________________________________________________________________________________
4) Please provide the following information for each of the planned manufacturing facilities:
Company Name: _________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
Contact Name: __________________________________________________________________
Contact Title: ___________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
Country: ___________________________________________________________________
Company Name: _________________________________________________________________
Address: ___________________________________________________________________
___________________________________________________________________
Contact Name: __________________________________________________________________
Contact Title: ___________________________________________________________________
Telephone: ___________________________________________________________________
Email: ___________________________________________________________________
Country: ___________________________________________________________________
CONSUMER AFFAIRS
Do you have a consumer affairs 800 number? _____ Is it internal or external? _____ If external, who is the 3rd party supplier?___________________________________________________________________
Do you currently provide email response for consumers? _______________________________________
Provide copies of consumer affairs policies, including replacement policies (including time to expedite replacement), refund policies and process for handling product liability and personal injury claims.
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