Entertainment Tie-ins / Licensing

GREENSBORO, N.C. — Wrangler has drafted New Orleans Saints quarterback Drew Brees to endorse its denim brand.

One of the most decorated and respected quarterbacks in the NFL, Brees joins Dale Earnhardt Jr. and Brett Favre as brand ambassadors. He will be featured in upcoming marketing campaigns, scheduled to launch in August.

CINCINNATI — Tide will get in on the 2013 NFL Draft action by offering an endorsement deal to the first player drafted to each of the 32 NFL teams, in celebration of their new colors. 

Tide will also reward fans with a gift delivered via Twitter by each of the contracted rookies during the first and second rounds of the draft. The rookies will also ask the fans to share what team colors mean to them by tweeting out using hashtag #AboutOurColors.

NEW YORK — Macy’s is turning to its customers for its next commercial, the retailer’s first national crowd-sourced spot created in celebration of America by Americans. 

HANOVER, Pa. — Synder’s of Hanover is using the 30th anniversary of National Pretzel Day to create a series of nationwide events to engage with consumers.

PAWTUCKET, R.I. — Strength in the games category enabled Hasbro to increase first quarter revenues by 2% to $664 million compared to $649 million for the same period last year. 

First quarter revenues were negatively affected by $3 million due to the impact of foreign exchange and one less week in the reporting period. The first quarter 2013 was a 13-week period compared to the first quarter 2012, which was a 14-week period.

Walmart has rolled out a new line of Disney paints and specialty finishes available exclusively at select Walmart stores.

The Disney Paint line consists of “112 exclusive colors grouped into three palettes, with imaginative Disney-themed names, designed to give parents and children options at every stage, from infant to tween,” said Jason Stewart, director of softlines product development for Disney Consumer Products. 

EL SEGUNDO, Calif. — Key Mattel brands drove Mattel sales for the first quarter of 2013. 

Mattel's net sales for the quarter were $996 million, up 7% compared to $928 million last year, and net income increased dramatically to $38.5 million, or $0.11 per share, compared to last year's first quarter net income of $7.8 million, or $0.02 per share.

ENGLEWOOD CLIFFS, N.J. — According to research conducted by Unilever's Dove brand, the way women depict themselves is dramatically different from how others perceive them.