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Wildbeasts™ stampede the market

JULY 17, 2001
CONTACT: PUBLIC RELATIONS
(619) 685-3291

SAN DIEGO, CA -- The World-Famous San Diego Zoo is proud to announce the launch of a new product brand, Wildbeasts™.
As a result of the new licensing program within the marketing department, Wildbeasts is being launched as the brand for all San Diego Zoo licensed products. Now conservationists can look for the Wildbeasts logo on any kind of product, all over the world, and know that purchasing a Wildbeasts product supports the efforts to propagate rare and endangered animals in captivity and protect those in the wild through research and education. Originally, the concept and name was generously donated by Jill Gotschalk and Paul Mutascio.

"Incorporating a colorful globe with animal features, the new brand clearly depicts global conservation at the World-Famous San Diego Zoo, and allows consumers to identify and support our great cause," said Julie Moore, licensing manager for the Zoological Society of San Diego.

Licensees of products like stuffed animals, calendars, games, greeting cards, puzzles and more can use the Wildbeasts logo to show their customers that a portion of their purchase will go toward conservation efforts by the Zoological Society of San Diego, the not-for-profit organization that operates the San Diego Zoo and the San Diego Wild Animal Park. The Zoological Society participates in international conservation projects in five geographical regions around the world. Licensees will benefit from the positive brand image and recognition associated with the respected World-Famous San Diego Zoo.

Not just any product will carry the Wildbeasts brand. All products licensed with the Wildbeasts logo must go through an approval process before being granted the opportunity to use the brand. The licensing department checks quality, price, marketability and the company’s consistency with the San Diego Zoo’s mission and vision.

The licensing department at the San Diego Zoo is responsible for offering a myriad of opportunities to companies that are interested in cause-marketing. According to The Licensing Book, in an article referring to an executive study by Cone/Roper, "82 percent of corporations develop cause-marketing campaigns to develop deeper trust among their consumers." Cause-marketing opportunities include use of trademarks, logos and images for national product promotion. San Diego Zoo partners have access to thousands of high quality animal and plant images for print or film, sweepstakes prizes, trade incentives, advertising and affiliate Web marketing.

For more information, call Julie Moore at (619) 718-3022 or get information online at www.sandiegozoo.org/society/licensing.html.
The not-for-profit Zoological Society of San Diego, dedicated to the conservation of endangered species and their habitats, engages in conservation and research work around the globe. The Zoological Society manages the 100-acre World-Famous San Diego Zoo, the 1,800-acre San Diego Wild Animal Park (more than half of which has been set aside as protected native species habitat) and the Center for Reproduction of Endangered Species (CRES), and is working to establish field stations in five key ecological areas world-wide.

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