Mae West: Greenlighted

MAE WEST, get ready for your close-up.
• • Greenlight, which represents the estates of iconic personalities such as Mae West, Albert Einstein, and Steve McQueen, is spearheading a campaign to put the classic Hollywood starlet Mae West back on the map and in the sights of consumers too young to have known of her during her career.
• • Greenlight collaborated with designers and branding experts to create both an updated "contemporary classic" Mae West that exudes her timeless sultry appeal and a young, colorful, high-octane "aniMae" that is poised to take on today's "Sex & The City" and "Betty Boop" fans.
• • There are new advertising, endorsement, and product licensing deals signed by Greenlight on behalf of Mae West's estate, with a percentage of proceeds benefiting The Motion Picture & Television Fund — — a charitable organization that offers assistance and care to those in the motion picture and television industries.
• • Hallmark is using "contemporary classic" Mae West's voice and quotes for a signature musical greeting card line, and "aniMae" has signed a deal with BioWorld Merchandising to launch a new line of signature bags and wallets to be sold in boutiques shop across the country.
— — Source: — —
• • Article: "New Mae West Products Given the Greenlight"
• • Published in: Global License Magazine — — www.licensemag.com
• • Published on: 30 October 2008
• • Come up and see Mae every day online: http://MaeWest.blogspot.com/
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• • Photo: • • Mae West • • none • •
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Mae West.

Mae West: Meet "aniMae"

MAE WEST has been given a licensing make-over. Now the Empress of Sex, who once lived in Greenpoint, has become two 'personas' for a new campaign from Greenlight.
• • California transplant, attorney Roger Richman used to represent the Mae West estate for a number of years — — but Richman did a very poor job of it. Under his quarterbacking, the Mae West brand went north, and stayed frozen and inaccessible for years.
• • Recently, an oddly punctuated press release announced that "Iconic Hollywood actress Mae West is having her brand made over by Greenlight, which represents the estates of personalities such as Albert Einstein and Steve McQueen."
• • The company has spent time creating two personas to build on the star's classic presence, appearance, and sexuality to connect with today's consumers.
• • The result is both an updated contemporary classic Mae West that exudes her timeless appeal, plus a young, 'aniMae' to appeal to today's youth.
• • Greenlight partnered with NYC-based Kick Design to create the classic persona, which involved reviewing photo archives to select the right pictures to work with.
• • Hallmark is already using Mae West's voice and quotes for a musical greeting card line.
• • For 'aniMae,' meanwhile, Greenlight partnered with Jonathan Taub Design and Seattle-based Harry Briggs to create 12 new color caricatures to appeal to a younger demographic.
• • Each character is accompanied by an equally racy West quote. The first deal has been signed with BioWorld Merchandising to launch a line of signature bags and wallets to be sold in boutique shops.
— — Source: — —
• • Byline: Samantha Loveday
• • Published by: Licensing Biz — — www.licensing.biz
• • Published on: 21 October 2008
• • Come up and see Mae every day online: http://MaeWest.blogspot.com/
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• • Photo: • • Mae West • • aniMae 2008 • •
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Mae West: Control Geek

MAE WEST never met Bill Gates — — but, oddly enough, he controls the rights to certain aspects of her image.
• • And now one division of Bill Gates' image-licensing company, Seattle's Corbis Corp., is renaming itself in order to make its role clearer. Corbis' Rights Services division, which owns and licenses the rights to images of deceased celebrities — — including Mae West and Steve McQueen — — will change its name to GreenLight.
• • Working with talent agencies, GreenLight will also take on the business of linking living celebrities with brands seeking famous folks to give utterly meaningless items a bit of stardust.
• • Wonder what Mae West would think about Bill Gates managing her income via the afterworld? When he dies and encounters Mae by the Pearly Gates, Bill could be in for a heckuva surprise.
• • Come up and see Mae every day online: http://MaeWest.blogspot.com/
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• • Photo: • • Mae West • • none • •
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Mae West.

Mae West: Duesie Got Away

A 1935 trophy car, originally built for MAE WEST, was sold again to a new owner at a Monterey, California car auction during August 2007, it was reported recently.
• • Duesenberg built just 36 supercharged 320-hp Model SJs, wrote car-newshound Ken Gross. This swoopy Bohman & Schwartz Town Car, originally destined for silver-screen bombshell Mae West, was snapped up for $20 grand in 1935 by Ethel V. Mars, the candy fortune heiress.
• • A dog when it was painted silver, RM [the seller] sprayed this car a sinister jet black. Ending a spirited bidding duel, Peter Bainbridge's gavel fell at $4.4 million, proving that Duesies — — even with staid, formal coachwork — — remain America's undisputed classics and will never go out of style, according to Ken Gross.
• • An automobile formerly owned by Steve McQueen sold for $2.3 million during the same vintage vehicle auction . . .
— — excerpt — —
• • Source: Edmunds' Inside Line
• • Article: "Top 10 Sales at the 2007 Monterey Auctions"
• • Byline: Ken Gross, Road Warrior columnist
• • Published 28 October 2007
• • Come up and see Mae every day online: http://MaeWest.blogspot.com/
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Mae West.