Dale Earnhardt Jr. bedding for kids.

Springs Global Speeds into Licensing Fast Lane
Home Accessories Giant Enters Market with NASCAR Product
November 2, 2006

Go to the Springs Global website, and you’re greeted by the slogan, “Decorate Your Life.” For big-box retailers, that could just as easily read, “Decorate Your Bottom Line.” The world’s largest manufacturer of home accessories, Springs is one of the industry’s best-known names, thanks to its two leading brands, Springmaid and Wamsutta. “Consumers rely on Springs for uncompromising quality and exceptional design at a great price,” says Ashley Edwards, Director of Merchandising and Design for the Juvenile and Baby Products Group.

“Junior” also plays well on shower curtains.

With the introduction of Team Springs—a licensed line of bedding, towels and other home items—Springs has now become a major player in the licensing marketplace. NASCAR product is driving the business. The company’s stable of stars includes Ryan Newman, Dale Earnhardt Jr., Tony Stewart, and Jeff Gordon. Springs, in fact, has a personal service agreement with Ryan Newman.

“Team Springs has emerged over the past couple of months,” says Edwards. “All of our NASCAR products have been selling great in the youth sections of big-box stores, particularly Wal-Mart and Target. The juvenile market has really taken off over the past two years.”

The success of Team Springs has the company thinking big. Getting into other national chains—like Bed, Bath & Beyond and Home Depot—is one goal. Another is signing new licensing deals. Springs hopes to accomplish both at the Sports Licensing & Entertainment Marketplace in Las Vegas.

Kids love to bring NASCAR product to the beach.

“We certainly hope to draw attention to the brand,” says Edwards. “Our booth space is adjacent to the NASCAR area, so we’ll be very visible. We’ll only have NASCAR product on display, but we want to meet with other licensors—collegiate, NFL, NBA and others.”

One way Springs is looking to attract booth traffic is through giveaways of autographed Ryan Newman merchandise, including diecast cars. “The licensed market is huge right now,” adds Edwards. “We see it as a big money-maker.”