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Headline, June 26, 2005
US Postal Service expands its
licensing program
 America’s unending
fascination with the “wild west” of yore might best be summed up with two
words: “Pony Express,” the fastest communication between east and west
until the telegraph. Pony Express riders, thundering across 2,000 miles of
uncharted land, captured the hearts and imaginations of people all over
the world.
The image is one valued by the U.S.
Postal Service as integral to its longstanding commitment to service. And
now, “Pony Express” is one of two registered trademarks the Postal Service
hopes to license on brands that uphold this high standard and reflect the
unique role the Postal Service has played in the history of the United
States.
This week, representatives from the U.S.
Postal Service will join hundreds of other companies and corporations in
New York City for the “Licensing International” show at the Jacob K.
Javits Convention Center. The second trademark being offered for licensing
is “Air Mail.” With the cooperation of the U.S. Air Service, the former
U.S. Post Office flew the mail from 1918 until 1927. Air Mail Service
pilots are the unsung heroes of early aviation. In their frail Curtiss
Jennies and postwar de Havillands, they battled wind, snow, and sleet to
pioneer round-the-clock airmail service along the world's longest air
route.
With properties like Pony Express and Air
Mail, the Postal Service licensing program seeks to expand into more
traditional licensed categories for consumer products, including apparel
makers. Traditionally, the Postal Service has focused on the integrity of
its stamp program and licensed the fine art that appears on many of the
stamps. The new direction of the program will allow the Postal Service to
seek new and exciting partners and licensing relationships.
“The importance of preserving and
communicating the Postal Service brand to the public and upholding our
commitment to serving every American, every day, everywhere is more
important than ever before,” said Nick Barranca, Vice President, Product
Development. “The Postal Service is a symbol of trust and dependability in
the life of Americans, and the licensing program is a true reflection of
that mission.”
Potential licensees are carefully
considered and all licensees must be approved by a review committee of the
Postal Service. Criteria for selection includes:
Strategic fit with the goals and objectives of the Postal Service
Licensing Program
Ability to maintain and enhance the Postal Service's image and brand
personality
Prospective licensee's business capability and financial stability
Ability to produce quality products
A number of items have been licensed by the Postal Service, including a
line of packaging and shipping products available at Home Depot, K-Mart,
and other stores; a sticker book based on the stamp art featuring Curious
George, available at Barnes and Noble Bookstores; and “Patriot Game,” an
educational board game featuring stamp art of historic images and people,
available for purchase by school districts and sold at gift shops.
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