WOOD DALE, IL— The next step in MCA Corporation’s effort to license its Magic Chef brand was taken recently as the company and Global Icons LLC reached a representation agreement, allowing the latter to seek out companies interested in developing products to be sold under the Magic Chef name.
According to MCA and Global Icons, the agreement allows the two to further develop product categories that include household electrics, kitchen gadgets, cookware, kitchen textiles and food.
“Licensing the Magic Chef brand is part of our strategic growth plan,” said Lily Kunz, marketing and brand director with MCA. “We feel we have a tremendous asset with a strong brand history of offering products that are affordable and high quality.”
Within the housewares retail segment, Magic Chef is best known for its assortment of compact appliances that include microwaves, wine chillers, refrigerators and ice makers. But moving forward, the brand could soon be seen on a host of housewares and products that have a connection to cooking and food.
“We see a lot of opportunity for the Magic Chef brand,” said Jeff Lotman, CEO and founder of Global Icons. “Unlike some other brands in the marketplace that are limited by their name, we feel Magic Chef can easily fit within a variety of housewares categories and also extend into food.”
Global Icons, which this year will mark its 20th anniversary, has experience working with a host of high-profile brands. Its current roster of clients includes BMW, Ford, Nutella, TicTac and Humvee among others, according to information on its website.
Kunz called the decision to go the licensing route “strategic” and one that would allow Magic Chef to maintain its focus on developing new products in its existing categories while simultaneously expanding the brand’s presence.
The agreement with Global Icons is the latest step by Magic Chef to ramp up its licensing efforts. This past July, MCA hired Ted Kochowicz as the company’s senior licensing manager, who is charged with overseeing the company’s strategic licensing programs and the planning of key partnerships.
He previously worked for several well-known brands including Wilson Sporting Goods, Corona Extra, Pokémon and Turner Licensing.
In an interview with HOMEWORLD BUSINESS® this past fall, Kochowicz said the company’s initial focus will be choosing partners that will fit well with Magic Chef.
“We will be looking for companies that have a history in producing products that are affordable, easy to use and reliable,” he told HomeWorld. “They will basically have a blank slate to work with and create new products.”
While officials with Magic Chef and Global Icons each feel there are many licensing opportunities for the Magic Chef brand, there is no pecking order when it comes to the types of products that will initially carry the brand.
However, consumer feedback through social media and other channels has provided Magic Chef with some insight on possible product opportunities.
“In a way, consumers have given us some permission to get involved in other product categories,” Kunz said. “We are often asked if we make certain types of products, many of which we don’t. But clearly, there is an expectation there from consumers.”
From a timing standpoint, Lotman said it could take between 12 months and 24 months to have products with the Magic Chef brand ready for sale in the marketplace.
