UCLA bears its logo on more than just clothing apparel
By Jamie Hsiung
April 24, 2003 9:00 p.m.
Students may be amused to learn that the UCLA logo, typically
emblazoned on t-shirts and sweatshirts, also shows up on other
merchandise such as tricycles, nutcrackers and birdhouses.
The Associated Students of UCLA grants various non-apparel
manufacturers ““ including a bottled water company ““ the
right to create and sell merchandise bearing the UCLA name.
The UCLA logo, comparable to a brand name, is another way of
extending the awareness of UCLA, said Cynthia Holmes, director of
trademarks and licensing.
“When people think of UCLA, they don’t think of
nutcrackers,” Holmes said. “(The licensing) brings UCLA
into people’s everyday lives all over the nation.”
Adrenaline Promotions, who produces UCLA-brand tricycles and
cycling gear, said having the UCLA brand helps the cycling world
express its loyalty to the university.
“From a tricycle standpoint, it could be a gift from a
parent or grandparent trying to influence their child’s
decision to attend a university,” said John Ambrose,
president of Adrenaline Promotions.
Though the association licenses the UCLA name to over 14
companies, many other manufacturers have been rejected over the
years.
In the last 10 years, UCLA has been approached by companies
interested in creating UCLA-brand condoms, underwear and diapers,
Holmes said.
Trademarks and licensing immediately rejected all three ideas,
as well as a proposal to create a UCLA-brand toilet seat cover.
“Why would we want to see UCLA on a toilet seat?
There’s so much more to UCLA than that aspect,” Holmes
said.
More recently, licensing regretfully rejected a proposal from a
Santa Monica Company to create a UCLA barbecue, Holmes said.
“It was a beautiful item, worth $1,500, but there’s
high liability in it,” Holmes said, noting the potential risk
of flammability.
In addition to liability risks, trademarks and licensing also
considers product popularity when deciding whether or not to
license a manufacturer.
“The type of people in L.A. that could afford a $1,500
barbecue grill might not necessarily want to have
“UCLA” on it,” Holmes explained.
Though unusual, UCLA-logo ideas are mostly from start-up
companies. Sometimes the university is approached by student
entrepreneurs who want to use the logo, Holmes said.
“Every other year we get “˜Girls of UCLA’
calendar proposals,” Holmes said. “It’s usually
for a nude calendar or a swimsuit calendar, and we’ve always
declined.”
When the company becomes UCLA-approved, the university will
receive an 8 percent royalty off the wholesale price of the
item.
Companies who manufacture products with the UCLA logo are
distributed all over the nation.
Regardless of the various locations, the more unusual items end
up being sold locally while the national market still consists of
classic headwear and apparel, Holmes said.
Financial problems arise when there’s no market for
UCLA-brand items ““ even in Southern California.
Gemmy Industries, a novelty toy company located in Texas, is
suffering because they don’t have a sales representative in
California.
The company, which manufacturers eight-foot high inflatable Joe
Bruins, is uncertain about renewing its contract with UCLA for
another year, said Dave McIntyre, senior product manager for the
sports division at Gemmy Industries.
“If people knew they could put a giant eight-foot high
Bruin on tailgate parties, they would buy them,” McIntyre
added.
Though the UCLA Store doesn’t sell sky-high inflatables,
the store recently started carrying UCLA-brand dog bowls and
leashes last year.
The UCLA Store selects its products to sell at Ackerman Union
based on what’s popular on the market, said Patrick Healey,
ASUCLA general merchandise manager.
“The buyers are always presented with different items to
evaluate,” Healey said.
But for Adrenaline Promotions, located in Washington State, a
sales representative isn’t necessarily needed in Southern
California, since the UCLA brand is still popular in Seattle.
Though Ambrose said it’s not likely to find a UCLA-brand
tricycle in Seattle, the UCLA-brand products sold in Washington are
usually intended for UCLA alumni.
“If you graduated from UCLA, you’re not required to
stay in L.A.,” Ambrose said. “We have students from all
over the world here.”
