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A Dodger blue wig, one of the products that got the ball rolling for RWL.

Getting’ Wiggy With It
RWL’s Hair-raising Success Story in Sports Licensing
December12, 2006

What do you do when the Los Angeles Dodgers tell you they need 55,000 blue wigs for a game promotion? If you’re Maggie Rothschild, you ask: Is that all?

The CEO of Rothschild Worldwide Licensing and Manufacturing, she got her start in the licensing business in 1975 with Maggie’s Place, a showroom with exclusive west coast representation of Calvin Klein Children’s Jeans, Christian Dior Childrens, Norma Kamali Childrens and Guess Kids. Nine years later Rothschild shifted into entertainment licensing with properties that included Batman, Nintendo, Teenage Mutant Ninja Turtles, Barbie, The Lion King, The Little Mermaid, The Simpsons and 90210. Eventually, however, she decided to change her focus from distribution to manufacturing.

Boomer, the Indiana Pacers mascot

“My first design was the Millennium Bear, which featured an integrated clock that counted down to the millennium,” says Rothschild. “It was a runaway success with featured articles on nine magazine covers and recognition as part of the Official Times Square Collection 2000. But when the clock struck midnight, I thought, ‘I’m going to be out of business for the next 1,000 years.’”

Actually, Rothschild needed the extra time, because the Dodgers soon contacted her with an order of 25,000 plush bears. That was followed by the team’s request for blue wigs.

“Our focus now is on the ultimate fan,” says Rothschild. “One of our strengths is mascots. That programs has become incredibly successful.”

RWL currently holds licenses with MLB, Minor League Baseball, NBA, NHL, Indy 500, and colleges and universities. “Probably the only ones we’re missing are NFL and NASCAR,” says Rothschild.

A collection of RWL’s plush monkeys

Wigs and plush toys are RWL’s top sellers. “They’re so much fun for kids,” explains Rothschild. For 2007, the company is debuting new wig styles as well as a variety of plush monkey toys, including a mother and baby model.

“RWL is considered the Rolls Royce of quality licensed plush toys and wigs,” says Rothschild. “We’re really happy with our growth. We provide a unique product that retailers can’t get anywhere else. We encourage them to pursue an appointment with us. Our 2007 line is our best yet.”

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