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The box front for the NFL Helmet Match-Up

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Riddell Prepares for Return to Sports Licensing & Tailgate Show
June 16, 2010

Is the economy really on the rebound? The folks at Riddell certainly think so. According to Michael Oller, Vice President, Consumer Products, the company has committed to exhibiting at the 2011 Sports Licensing & Tailgate Show.

“The last few years, we dialed back on our spending,” he says. “We still sent sales reps and distributors to the show, but that was it. We feel it’s a good time to return as an exhibitor and capitalize on the momentum we’ve been building in consumer products.”

As retailers and buyers know, Riddell’s primary focus is licensed helmets for the NFL and college football. For many years, the company concentrated mostly on three core products—mini-helmets, replica helmets and authentic helmets. But recently Riddell has increased its investment in novelty items that retail for $20 and less.

A Green Bay Packers helmet puzzle

“We saw a need to grow and develop our product line,” says Oller. “These items are a bit more youth oriented.”

Leading the way is the NFL Helmet Tracker, which comes complete with a standings board. The all-inclusive package allows fans of all ages to monitor the progress of their favorite teams. “The NFL Helmet Tracker offers a full collection in an instant,” adds Oller “And it requires just one SKU, so it’s a very retailer friendly product.”

The next step up from there is the NFL Helmet Match-Up, an interactive product that features all 32 teams. Oller calls it a great gift idea. “The NFL Helmet Match-Up is a little more high-end than the NFL Helmet Tracker,” he explains. “It looks good in a kid’s bedroom or in a parent’s game room.”

A Big 12 Conference set, which now may be a collector’s item

On the other end of the spectrum are novelty puzzles. Also available are pocket-sized helmets that come in a variety of packaging, including division and conference sets. “They’re great fun for fans of all ages,” says Oller. “They are perfect as stocking stuffers or just quick-grab items.”

According to Oller, the additions that Riddell has made to its consumer products line is further confirmation of the company’s leading role in the industry. “We’re the source for licensed helmets for the NFL and college football,” he says. “That’s what we do and what we’re known for. And that’s why the Sports Licensing & Tailgate Show is such a good fit for us.”




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