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1. Britannica Brand Licensing
Encyclopædia Britannica 2010 Global Meeting
Bright Ideas for Kids

2. Goals of the EB Program
• Extend the EB trademarks into educational toys,
games, puzzles, and books to keep the brand alive in
a non-encyclopedic context and reach households
that may never purchase our traditional products.
• Generate revenue
• Create a Retail sales channel for EB
• Offer new products to our Institutional and
International distributors, eStores and end-users.
Encyclopædia Britannica 2010 Global Meeting

3. Product Categories
All EB-branded products must deliver on EB’s
commitment to knowledge and education.
 Toys  Science Kits
 Games  Puzzles
 Puzzles  Interactive Devices
 Plush Animals  Flash Cards
 Workbooks  Classroom Products
Encyclopædia Britannica 2010 Global Meeting

4. Quality/Editorial Control
We have a multi-step Quality/Editorial review program
that includes:
• Agency review
• EB Marketing Communications
• EB Editorial (involving subject-matter editors as needed)
• EB Legal
• And finally…..
Encyclopædia Britannica 2010 Global Meeting

5. Quality/Editorial Control
We study packaging options:
Encyclopædia Britannica 2010 Global Meeting

6. Quality/Editorial Control
And design packaging templates:
Encyclopædia Britannica 2010 Global Meeting

7. Britannica KIDS
Encyclopædia Britannica 2010 Global Meeting
And consider line and logo extensions:

8. International Opportunities
• Our #1 goal is to learn the market demand for EB-
branded products and develop new, engaging
products to meet this demand. We need to first
succeed in the USA.
• In 2011 we will explore non-USA markets, assess
their potential, and create an internal process to
support this growth.
• FYI – All toys, when available, may be purchased for
your own EB Stores. Contact Chuck Turoff in
Chicago.
Encyclopædia Britannica 2010 Global Meeting

9. Interactive Talking Puzzles
We have produced three puzzles:
U.S. Presidents Interactive Game,
Talking U.S. Puzzle, and Talking
World Puzzle.
Suggested Retail Price is USD $30.
Each puzzle comes with an
educational poster and a 90-day
FREE subscription to Britannica
Online.
Encyclopædia Britannica 2010 Global Meeting

10. Jigsaw Puzzles
Over the next three years we plan to
develop and manufacture 20 different
family-friendly cardboard (and
possibly wooden) jigsaw puzzles.
Suggested Retail Price is USD $15-20.
Each puzzle comes with an
educational poster and a 60-day FREE
subscription to Britannica Online.
Encyclopædia Britannica 2010 Global Meeting

11. We are developing a line of four interactive
plush animals (Lion, Zebra, Elephant and
Chimpanzee) and if they’re successful
we’ll add four to eight more.
Each animal is about 15 inches, so they’re
nicely sized, and by pressing their paw,
foot or ear you’ll hear audio clips
describing the animal, it’s habitat, what it
eats, weight, height, etc.
Each animal will come with a small-format,
16-24 page hardcover book and a FREE
subscription to Britannica Online for Kids.
Suggested Retail Price: TBD
Interactive Plush Animals
Encyclopædia Britannica 2010 Global Meeting

12. Retail BISL with Audio Pen
Encyclopædia Britannica 2010 Global Meeting
This summer we will be introducing a
six-volume retail version of BISL
which is enabled by an SD-X
interactive pen which features an
optical recognition element that
can detect and decode invisible
markings in the books and play
audio through its built-in speaker.
Suggested Retail Price is USD
$8/book.

13. Science Kits
Encyclopædia Britannica 2010 Global Meeting
Also on our “To Do” list is Britannica-branded science
kits. These are scheduled for 2011. Below are sample
concepts.

14. Interactive Talking Globe
Encyclopædia Britannica 2010 Global Meeting
Also under consideration for 2011:

15. Arby’s Restaurant Promotion
Encyclopædia Britannica 2010 Global Meeting
In April 2010 Arby’s will launch a Kid’s Meal campaign that features small-
format, 16-page adaptations of the Britannica Learning Library. This four-
book set, one released each week for four weeks, will be given away for free
with the purchase of a Kid’s Meal and includes a 30-day FREE subscription
to Britannica Online for Kids.

16. Britannica Brand Licensing
Steve Gilberg, Executive Director - International Licensing
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