Seltzer Licensing Group Helps American Red Cross Expand Brand Licensing Program

Mar 23, 2017

[New York, NY, March 21st, 2017] – Seltzer Licensing Group is helping the American Red Cross expand its growing brand licensing program into new categories with five new licensing partners.

LifeStraw, a global leader in developing innovative filtration and purification products for safe drinking water, will offer LifeStraw American Red Cross portable water filtration products. LifeStraw’s water filtration products provide American consumers with the confidence that their water will be filtration safe for use in the event of emergencies.

Hydro-Photon Inc., maker of SteriPEN and a leader in mobile water disinfection, was selected to supply a Red Cross branded UV purifier. These SteriPEN innovative water purifiers provide clean, safe drinking water faster, easier and more effectively than other portable water disinfection methods, like pumps and chemicals. The small, lightweight design provides for easy storage and make them a critical component to any emergency preparedness kit for the home or travel.

Penn-Plax, a manufacturer of innovative and quality pet products, will offer Red Cross branded pet first aid, disaster relief and outdoor safety kits to help ensure that pets will be “Always Ready” for emergencies.

2253 Apparel, a Los Angeles-based company and leading manufacturer of fashion apparel, will launch a lifestyle collection of adult clothing and accessories inspired by the Red Cross. Focusing on comfort and quality, the Red Cross collection will provide consumers a stylish way to show their support.

360° Student Travel by Westcoast Connection will take teens to Washington, D.C. on trips to receive emergency preparedness training and perform community service hours for the Red Cross. With their 35th summer in sight and 31,000 teen traveler experiences, 360° Student Travel are experts in teen travel for high school students to 24 countries.

Each Red Cross licensee helps reinforce the organization’s commitment to educate and empower consumers to prepare for disasters or other emergencies before they happen. All Red Cross licensed products will feature new branded packaging, developed to help consumers easily identify the trusted Red Cross name and the products recommended to have on hand in case of emergency.

“We are delighted to include these new licensees as brand licensing partners. Their products will assist in preparing consumers for emergencies, whether that be for safe water, training teens in First Aid and CPR/AED skills, or enabling the Red Cross brand values to be expressed in lifestyle apparel and accessories,” said Steve Glockenmeier, vice president of Preparedness, Health and Safety Services for the Red Cross.

The new licensees extend the strategic licensing plan developed by Seltzer Licensing Group, the exclusive licensing agency for Red Cross brand licensing, to bring the core principles of the Red Cross into new commercial categories.

“These five new licensees are just the beginning of the exciting brand licensing program we are implementing across the categories of health, safety, emergency preparedness, and lifestyle consumer products,” said Stu Seltzer, President, Seltzer Licensing Group.

Many of the new Red Cross licensed products will be available for sale in stores and online in time for National Preparedness Month this September.

About Seltzer Licensing Group:
Seltzer Licensing Group,, is a full service strategic licensing agency and consulting firm founded in 1998 and based in New York City, focusing on revenue growth for its clients through licensing partnerships. Its licensing services include creation and implementation of licensing strategic plans, acquisition of licenses, evaluation of current licensing programs, and execution of licensing strategies. Seltzer Licensing Group also boasts its proprietary “Alchemy Method” – a suite of brand marketing consultancy services including marketing & retail entry strategies, brand assessment, and brand analytics & valuation. Seltzer Licensing Group currently represents the American Red Cross, Del-Monte, Scotts Miracle-Gro, Prestige Brands (Comet & Spic and Span) and Unilever (representing Good Humor, Popsicle, Breyers, Klondike, and Suave). Other past and current clients include Fortune 500 manufacturers, national nonprofits, leading retailers, and global hospitality companies.