Indiantelevision.com Team

(24 April 2007 2:00 pm)

MUMBAI: Solidifying one of the most successful and longest standing corporate brand initiatives in entertainment licensing history, MGM Consumer Products has announced the renewal and extension of its Pink Panther character license agreement with building materials systems and composite solutions company Owens Corning.

“The partnership between MGM and Owens Corning has transcended the traditional tie-up promotional relationship and evolved into a true strategic corporate partnership,” said Travis Rutherford, executive vice president of MGM Consumer Products and Location Based Entertainment. “We are very proud of the 25-year partnership with Owens Corning, and we look forward to an even more successful partnership over the next 15.”

"The global licensing deal will extend for an additional 15-year term and is exclusive to the category of building materials, home and commercial building construction, improvement and repair product and service categories, fiberglass and industrial materials, and thermal and acoustical commercial industrial materials.

“For more than 25 years the Pink Panther has encouraged consumers to increase energy efficiency through the use of Owens Corning insulation and other products,” said Christian Nolte, director – strategic marketing for Owens Corning. “The Pink Panther continues to be a highly recognizable part of Owens Corning’s brand strategy. Studies have proven that, in the consumer’s mind, the Pink Panther character connects Owens Corning with our core values of innovation and integrity. That’s a powerful combination.”

The Pink Panther has entertained audiences for more than 40 years – from the small screen to the silver screen. This unique joint venture between a major motion picture studio and a Fortune 500 company verifies the positive impact character licensing can have on corporate branding awareness.