Working with CVS marketing and merchandising management, CMG identified the opportunity for CVS to improve its margins and brand imagery by developing an exclusive licensed brand in the baby products category. Through our Constellation Brand Analysis, five strategic brands and potential relationships were identified and evaluated based upon specific brand imagery criteria.

Ultimately, we helped CVS negotiate a long-term, exclusive license with Hasbro for their well-established Playskool brand in a range of baby product categories. CMG has assisted CVS in brand license acquisition, product development, sourcing, package design, marketing strategy, and the management of their relationship with Hasbro.

The Playskool brand was introduced exclusively at CVS in 2006 with outstanding results and high levels of consumer satisfaction. License Magazine recognized the CVS/Hasbro relationship as the best direct-to-retail license of 2006.

Contact CMG to discuss how we can help you achieve breakthrough results with exclusive licensed brands.