LBI launches Shrek Eyewear, a children’s line, under a multi-territorial licensing agreement with DreamWorks Animation. Two collections have been created: Shrek Eyewear, a durable, well-fitting, comfortable, high-quality ophthalmic line created around the Shrek character; and Shrek and Friends, a more fashion-forward line that includes styles inspired by Shrek, Princess Fiona, Donkey and other favorites. Targeted to younger children between the ages of three and seven, the collections are completely designed by Kathryn Dabbs Schramm, ABOC, FNAO, a recognized authority on the design, fit, care and comfort of children’s eyewear. The initial release consists of seven styles in metal, including memory metal and plastic. 


PHILOSOPHY:
“Being the licensee for Shrek-inspired optical frames lets us provide an exciting opportunity to our customers,” says Keith Lehrer, CEO of LBI. “Shrek is a universally recognized brand, appealing to parents, kids and retailers alike, and has unparalleled marketing power.”

MARKETING:
Shrek is being marketed as “ogre tough” and “green.” The three-place display available with the collection is biodegradable as are the poly bags used for packaging each frame. Frames come with a green hard case made of recycled granules.

PRICE POINT:
$$. For additional information, contact LBI, (800) 423-5175; web site: www.lbi.biz

INSIGHT
Shrek is a $2.2 billion box office brand supported by millions of dollars in marketing media. The musical, “Shrek on Broadway,” premiered this fall and the holiday special “Shrek the Halls” premiered last year on ABC. The fourth Shrek feature animated film will be released in May 2010.