Industry Veteran Melissa Segal Forms New Licensing Agency Brandolution LLC
Hollywood , CA (May 30th, 2006)—Industry veteran Melissa Segal has formed a new licensing agency, Brandolution LLC, to represent brands in a full service licensing agency capacity, and to act as a resource on a consulting basis.
“Brandolution combines the words ‘brand’ and ‘evolution,’ which describes the company’s commitment to helping brands advance to the next level,” says Segal, a former Disney executive and co-founder/co-owner of the highly successful boutique licensing agency Evergreen Concepts. “We are committed to helping brands evolve through licensing, retail initiatives, or developing strategies for opening up new categories and markets.”
The Brandolution team consists of both a full time team of dedicated resources based in Los Angeles as well as a virtual network of senior level specialists located around the country. These specialists are on call to be tapped when a project calls for a specific skill set relevant to a client’s business needs providing the benefit of best of class professionals on an outsourced basis.
Segal believes that most companies today — large and small — have a mandate to keep overhead down, yet are overwhelmed with growth initiatives outside the day to day requirements of the business that require experienced personnel, strategic thinking and strong management skills. “Brandolution provides a solution for this dilemma,” she says.
Brandolution’s core competency resides in brand licensing, retail development, product design and creative development, and through the expanded team the company is also equipped to address public relations, promotions, direct marketing, and international expansion. Segal’s mission for her company is to work with established brands who are seeking innovative growth solutions or new brands that are very successful in a certain niche and are looking to broaden their reach.
Segal brings to her new company over 18 years experience in consumer products and brand marketing. She started her career at Disney where she spent eight years in senior marketing and category management roles. During her tenure there, Segal served as Vice President of Disney’s two billion dollar retail U.S. toy business, setting the strategies for the category, negotiating major deals with toy companies, managing product development and marketing, and supervising Disney’s relationship with leading manufacturers such as Mattel and Hasbro.
In 2000, she joined Mommy & Me as Senior Vice President of Consumer Products and lead the start-up company in the development of Mommy & Me award-winning products until the company was acquired by DIC Entertainment in 2003.
In 2003, Segal, who has a Bachelor of Arts from UCLA and an MBA from Columbia Business School, formed Evergreen Concepts along with Jeffrey Fradin, a former Disney colleague. This highly successful boutique licensing agency represented popular and well loved brands such as Build-A-Bear Workshop®, Alvin & the Chipmunks ®, Little Golden Books ®, and Pat the Bunny ®. In only two years, Evergreen Concepts executed over 80 deals on behalf of its clients, and developed and placed product in all key categories and at all major retailers. Evergreen was purchased by Global Icons in September 2005.