old COLLEGIATE PRODUCTS

COLLEGIATE PRODUCT BUSINESS
PLAN FOR ALEXIS PLAYSAFE
J. Brett Allen
September 14, 2004

Collegiate Product Business Plan for Alexis PlaySafe
ACTION PLAN
This is a summary of the recommended action plan. More detail can be found in the
sections following.
Licenses:
Southwest and Southeast
1. Since we already have or are in the process of obtaining licenses for most institutions
in the SEC, ACC, and Big 12 conferences, obtain licenses for the remaining
institutions in these conferences, including independent licensors. This will give
Alexis PlaySafe a full set of institutions and licenses in Alexis PlaySafe’s primary
southwest-to-southeast trading area.
2. Investigate interest for non-BCS-conference institutions in Alexis PlaySafe’s primary
southwest-to-southeast trading area (Conference USA, Sun Belt Conference); obtain
licenses for these institutions on an institution-by-institution basis as interest
warrants. Institutions to particularly consider include those in Conference USA.
Midwest and Northeast
3. Investigate interest in the northeast and/or midwest; if there is sufficient interest,
obtain licenses for all Big East and Big 10 conference institutions, respectively.
4. Investigate interest in individual MAC institutions; if there is sufficient interest,
obtain licenses for these institutions on an institution-by-institution basis as interest
warrants.
West
5. Investigate interest in the western United States; if there is sufficient interest, obtain
licenses for all Pac-10 conference institutions.
6. Investigate interest in individual WAC and Mountain West conference institutions; if
there is sufficient interest, obtain licenses for these institutions on an institution-by-
institution basis as interest warrants. Institutions to particularly consider include
those in the Mountain West Conference.
2

Products:
Existing Products
As volume and demand permit, expand the existing product line (bodysuits, sleepers,
hats, and bibs) as follows:
1. Add new neutral colors, such as grays.
2. Add new embroidered designs and verbiage using existing camera-ready artwork.
3. Develop, in-house, new creative artwork for approval (mascot caricatures, rivalry
plays, etc.)
New Products (existing Alexis product)
Pursue approval for the following existing Alexis products:
1. Blankets
2. Cardigans
3. Stocking Caps
New Products (develop in-house)
1. Loveys/Security Blankets
2. Hooded Towels
3. Shirts (tees, mock turtlenecks)
4. Pajamas
5. Rompers
6. Overalls and Short-alls (perhaps modify an existing Alexis fashion design)
7. Decorative Items (Door Hangers, Wall Hangings)
8. Novelty (Throw/Decorative/Gift) Pillows and Cushions
9. Novelty Hats
10. Replica Cheerleader Uniforms
3

Marketing:
Regional Marketing Through Brick-and Mortar Outlets
1. Market products to department stores in Alexis PlaySafe’s primary southwest-to-
southeast trading area. Primary department store customers in this area include:
a. Belk
b. Dillard’s
c. Rich’s-Lazarus-Goldsmith’s-Macy’s (to be renamed Macy’s Central)
d. Burdine’s-Macy’s (to be renamed Macy’s Florida)
e. Kohl’s
f. Foley’s (May)
g. Hecht’s/Strawbridge’s (May)
h. McRae’s (Saks)
i. Parisian (Saks)
j. Proffitt’s (Saks)
2. As department stores in Alexis PlaySafe’s primary southwest-to-southeast trading
area are marketed, market to other existing or traditional wholesale customers in the
region, such as specialty stores and gift shops carrying infant and children’s apparel.
3. Other potential wholesale customers include the following:
a. Gift Shops specializing in collegiate items from a variety of institutions
b. Broad-line Gift Shops (e.g., Cracker Barrel)
c. Sporting Goods Retailers
d. T-shirt/Casual Apparel Shops specializing in logo/licensed items
4. Licenses to market through campus/local distribution channels are pending (this
restriction is not applicable to non-CLC institutions). When licensed, pursue the
following markets:
a. College Bookstores (both on- and off-campus)
b. College Gift Shops (both on- and off-campus)
c. College Alumni Associations
5. Increase visibility and exposure through the following wholesale marketing channels:
a. Trade Shows
i. Atlanta Gift Market
ii. The Gift Fair in Atlanta
iii. The Super Show (sporting goods and allied apparel)
iv. MAGIC
v. Licensing International Expo (licensed products)
vi. Others
b. B2B Web-based Channels
i. The Collegiate Exchange (hosted by CLC)
ii. DesktopExpos Sporting Goods and Apparel Expo
iii. Others
6. As additional regions are added, follow a similar sequence of market development.
4

National Marketing Through Direct Consumer Sales
Licenses to market through online/catalog distribution channels are pending (this
restriction is not applicable to non-CLC institutions). When licensed, pursue the
following channels:
1. alexisplaysafe.com Website
2. University-Affiliated Catalogs
3. eBay
4. Direct Mail to Alumni Association Mailing Lists
5. Alumni Publications Advertisements, Inserts, and Offers
6. Athletic Conference Websites
5

EXISTING GARMENTS AND NEW PRODUCTS
Existing ALEXIS USA Logo Items (Items Currently Licensed to Produce):
• Bibs
• Onesies
• Sleepers
• Knotted Hats
Other Current ALEXIS USA Items Suitable for Logos (NOT Currently Licensed to
Produce):
• Blankets
• Cardigans
• Stocking Caps
• Diaper Covers
• Pants
Allied Childrenswear (not current Alexis PlaySafe product) Suitable for Collegiate
Logos or Designs:
• Athletic (Football, Baseball, Basketball) Replica Jerseys
• Replica Cheerleader Uniforms
• Tees
• Polos
• Collared Onesies
• Overalls and Shortalls
• Mock Turtlenecks
• Socks and Booties
• Novelty Hats
• Pajamas
• Novelty (Throw/Decorative/Gift) Pillows and Cushions
• Loveys/Security Blankets
• Rompers
• Decorative Items (Door Hangers, Wall Hangings)
• Hooded Towels
• Crib and Bassinet Linens
Design Ideas:
• Caricatures of Mascots (“baby”/juvenile mascots, etc.)
• Cheers and Battle Cries
6

• Cute Puns
• Rivalry Plays (e.g., “I hate two things! Peas and Gators™!”)
In keeping with APS’s core competencies and upscale market, designs would be
embroidered and/or appliqued, and not printed.
7

INSTITUTIONS
The National Collegiate Athletic Association (NCAA) groups colleges and universities
into four divisions (for football; three for all other sports), depending on the size of the
school and the scope and size of its athletic programs. These divisions are as follows,
from largest to smallest:
• I-A. These are the largest institutions and have strong state and regional followings,
and in some cases large national followings. They also have large athletic programs.
• I-AA. Not as large as I-A, many of these institutions have strong state followings.
Some of them have quite sizable athletic programs and are working to move up to I-
A. Note: Divisions I-A and I-AA are combined for sports other than football.
• II. While some Division II institutions have strong state followings, most interest
tends to be local and not as strong as Divisions I-A and I-AA.
• III. Interest tends to be weak and/or local at these institutions.
Institutions are grouped into conferences, which roughly correspond to geographic
regions. Division I-A conferences can be informally divided into two groups: the
conferences that are members of the Bowl Championship Series (BCS) and are the older,
more established conferences; and the newer conferences that are not members of the
BCS. Institutions that are members of BCS conferences tend to have larger, more
established followings than those that are members of non-BCS conferences.
BCS Conferences:
Atlantic Coast Conference (ACC)
Big East Conference
Big 10 Conference
Big 12 Conference
Pac-10 Conference
Southeastern Conference (SEC)
Non-BCS Conferences:
Conference USA
Mid-American Conference (MAC)
Mountain West Conference
Sun Belt Conference
Western Athletic Conference (WAC)
8

There are also four independent institutions, as follows (as of the 2005-06 football
season):
Institution State Mascot Rank Lic Admin Min Royalty Breakeven Rate
Army (USMA) NY Black Knights CLC $200 $2,500 8.00%
Navy (USNA) MD Midshipmen LRG $100 $1,250 8.00%
Notre Dame IN Fighting Irish 4 CLC $1000++ N/A 8.00%
Temple PA Owls CLC $500 $6,250 8.00%
Notes:
Rank=CLC sales rank during CLC’s last fiscal year of 7/1/03 through 6/30/04.
Breakeven= Sales required to recoup minimum royalty payment.
Notre Dame is a member of the Big East Conference for all sports except football, and
has a separate agreement with the BCS for football. The minimum royalty for Notre
Dame, for apparel, is per agreement and is between $1,000 and $5,000.
9

DIVISION I-A CONFERENCES AND GEOGRAPHIC
COVERAGE (AS OF THE 2005-06 FOOTBALL SEASON):
Atlantic Coast Conference (ACC) (BCS)
Boston College MA Eagles CLC $500 $6,250 8.00%
Clemson SC Tigers 29 CLC $500 $6,250 8.00%
Duke NC Blue Devils 27 CLC $200 $2,500 8.00%
Florida State FL Seminoles 13 CLC $1,000 $12,500 8.00%
Georgia Tech GA Yellow Jackets 35 CLC $200 $2,500 8.00%
Maryland MD Terrapins 25 CLC $500 $6,250 8.00%
Miami (FL) FL Hurricanes 16 CLC $500 $6,250 8.00%
North Carolina NC Tar Heels 1 CLC $1,000 $12,500 8.00%
NC State NC Wolfpack 32 LRG $100 $1,250 8.00%
Virginia VA Cavaliers 34 CLC $200 $2,500 8.00%
Virginia Tech VA Hokies Indep. $250 $3,125 8.00%
Wake Forest NC Demon Deacons LRG $100 $1,333 7.50%
Notes:
Rank=CLC sales rank during CLC’s last fiscal year of 7/1/03 through 6/30/04 (NC State
switched from CLC to LRG effective 7/1/04).
Breakeven=Sales required to recoup minimum royalty payment.
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ACC (7)
ACC

Big East Conference (BCS)
Cincinnati OH Bearcats 40 CLC $400 $5,000 8.00%
Connecticut CT Huskies 21 CLC $200 $2,500 8.00%
Louisville KY Cardinals 42 CLC $300 $3,750 8.00%
Pittsburgh PA Panthers 33 CLC $500 $6,250 8.00%
Rutgers NJ Scarlet Knights Indep. $300 $3,750 8.00%
South Florida FL Bulls CLC $100 $1,250 8.00%
Syracuse NY Orange 30 CLC $500 $6,250 8.00%
West Virginia WV Mountaineers Indep. $0 $0 8.00%
Notes:
Notre Dame (see Independent Institutions) is a member of the Big East Conference for all
sports except football. West Virginia charges a $125 per year administrative fee.
11
Big East (8)
Big East

Big Ten Conference (BCS)
Illinois IL Fighting Illini 23 CLC $500 $6,250 8.00%
Indiana IN Hoosiers Indep. $250 $3,125 8.00%
Iowa IA Hawkeyes Indep. $0 $0 8.00%
Michigan MI Wolverines 2 CLC $750 $9,375 8.00%
Michigan State MI Spartans Indep. per agr. N/A 8.00%
Minnesota MN Golden Gophers Indep. per agreement
Northwestern IL Wildcats CLC $300 $3,750 8.00%
Ohio State OH Buckeyes Indep. $1,000 $12,500 8.00%
Penn State PA Nittany Lions 10 CLC $750 $9,375 8.00%
Purdue IN Boilermakers 28 CLC $500 $6,250 8.00%
Wisconsin WI Badgers 17 CLC $500 $6,250 8.00%
Notes:
Numbers in parentheses after CLC reflect sales rank during CLC’s fiscal year of 7/1/03
through 6/30/04. Michigan charges a $250 one-time application fee, and Iowa charges a
$500 one-time application fee.
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Big 10 (8)
Big 10

Big 12 Conference (BCS)
Baylor TX Bears CLC $200 $2,667 7.50%
Colorado CO Buffaloes 38 CLC $500 $6,250 8.00%
Iowa State IA Cyclones Indep. $500 $6,250 8.00%
Kansas KS Jayhawks 20 CLC $250 $3,125 8.00%
Kansas State KS Wildcats 26 CLC $500 $6,250 8.00%
Missouri MO Tigers 31 CLC $500 $6,250 8.00%
Nebraska NE Cornhuskers 14 CLC $1,000 $12,500 8.00%
Oklahoma OK Sooners 6 CLC $500 $6,250 8.00%
Oklahoma State OK Cowboys 19 CLC $200 $2,667 7.50%
Texas TX Longhorns 3 CLC $500 $6,250 8.00%
Texas A&M TX Aggies LRG $100 $1,250 8.00%
Texas Tech TX Red Raiders 37 CLC $200 $2,500 8.00%
Notes:
Texas A&M charges a $260 per year administrative fee.
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Big 12 (7)
Big 12

Pac-10 Conference (BCS)
Arizona AZ Wildcats 22 CLC $1,000 $11,765 8.50%
Arizona State AZ Sun Devils LRG $100 $1,176 8.50%
Cal-Berkeley CA Golden Bears Indep. per agr. N/A 8.00%
Oregon OR Ducks Indep. $1,000 N/A 8 to 15%
Oregon State OR Beavers Indep. per agreement
Stanford CA Cardinal 39 CLC $700 $8,750 8.00%
UCLA CA Bruins Indep. per agreement
Southern Cal CA Trojans Indep. per agreement
Washington WA Huskies 36 CLC $500 $6,250 8.00%
Washington St. WA Cougars 43 CLC $250 $3,125 8.00%
Notes:
14
Pac-10 (4)
Pac-10

Southeastern Conference (SEC) (BCS)
Alabama AL Crimson Tide 12 CLC $500 $6,250 8.00%
Arkansas AR Razorbacks 18 CLC $300 $3,750 8.00%
Auburn AL Tigers 15 CLC $750 $9,375 8.00%
Florida FL Gators 9 CLC $1,000 $11,765 8.50%
Georgia GA Bulldogs 7 CLC $500 $6,250 8.00%
Kentucky KY Wildcats 11 CLC $1,000 $12,500 8.00%
LSU LA Tigers 5 CLC $500 $6,250 8.00%
Mississippi St. MS Bulldogs Indep. $300 $3,750 8.00%
Ole Miss MS Rebels 41 CLC $200 $2,500 8.00%
South Carolina SC Gamecocks 24 CLC $500 $6,250 8.00%
Tennessee TN Volunteers 8 CLC $1,000 $11,765 8.50%
Vanderbilt TN Commodores LRG $50 $625 8.00%
Notes:
15
SEC (9)
SEC

Conference USA (non-BCS)
Institution State Mascot Lic Admin Min Royalty Breakeven Rate
Ala.-Birmingham AL Blazers CLC $100 $1,333 7.50%
Central Florida FL Golden Knights CLC $100 $1,250 8.00%
Eastern Carolina NC Pirates CLC $100 $1,250 8.00%
Houston TX Cougars CLC $100 $1,250 8.00%
Marshall WV Thundering Herd CLC $500 $6,250 8.00%
Memphis TN Tigers CLC $200 $2,500 8.00%
Rice TX Owls CLC $0 $0 7.50%
Southern Miss MS Golden Eagles Indep. $250 $3,333 7.50%
SMU TX Mustangs CLC $250 $3,333 7.50%
Texas-El Paso TX Miners CLC $100 $1,250 8.00%
Tulane LA Green Wave CLC $250 $3,333 7.50%
Tulsa OK Golden Hurricane CLC $100 $1,333 7.50%
Notes:
16
C-USA (9)
Conference USA

Mid-American Conference (MAC) (non-BCS)
Akron OH Zips LRG $50 $667 7.50%
Ball State IN Cardinals Indep. $100 $1,250 8.00%
Bowling Green KY Falcons LRG $50 $625 8.00%
Buffalo NY Bulls SUNY $0 $0 7.50%
Central Mich. MI Chippewas LRG $50 $625 8.00%
E. Michigan MI Eagles Indep. $100 $1,538 6.50%
Kent State OH Golden Flashes LRG $50 $625 8.00%
Miami (OH) OH Redhawks LRG $0 $0 8.00%
Northern Illinois IL Huskies LRG $50 $667 7.50%
Ohio OH Bobcats LRG $50 $667 7.50%
Toledo OH Rockets CLC $0 $0 7.50%
W. Michigan MI Broncos LRG $100 $1,250 8.00%
Notes:
Buffalo charges administrative fees of $75 + $5 per licensed article per year.
17
MAC (6)
MAC

Mountain West Conference (non-BCS)
Air Force CO Falcons CLC $200 $2,500 8.00%
Brigham Young UT Cougars 46 CLC $500 $6,667 7.50%
Colorado State CO Rams 47 CLC $200 $2,500 8.00%
New Mexico NM Lobos 50 CLC $250 $3,125 8.00%
San Diego State CA Aztecs CLC $500 $6,667 7.50%
TCU TX Horned Frogs CLC $100 $1,429 7.00%
UNLV NV Rebels CLC $250 $2,941 8.50%
Utah UT Utes 49 CLC $500 $6,250 8.00%
Wyoming WY Cowboys CLC $250 $3,333 7.50%
Notes:
18
Mtn. West (7)
Mountain West

Sun Belt Conference (non-BCS)
Arkansas State AR Indians CLC $200 $2,500 8.00%
Florida Atlantic FL Owls SMA $0 $0 7.00%
Florida Intl. FL Golden Panthers Indep. per agreement
LA-Lafayette LA Ragin' Cajuns CLC $0 $0 8.00%
LA-Monroe LA Indians CLC $100 $1,250 8.00%
Middle Tenn. TN Blue Raiders LRG $50 $667 7.50%
North Texas TX Mean Green CLC $100 $1,333 7.50%
Troy State AL Trojans SMA $0 $0 8.00%
Notes:
19
Sun Belt (6)
Sun Belt

Western Athletic Conference (WAC) (non-BCS)
Boise State ID Broncos CLC $100 $1,333 7.50%
Fresno State CA Bulldogs CLC $100 $1,250 8.00%
Hawaii HI Warriors LRG $100 $1,333 7.50%
Idaho ID Vandals CLC $100 $1,250 8.00%
Louisiana Tech LA Bulldogs CLC $200 $2,500 8.00%
Nevada NV Wolf Pack CLC $250 $3,333 7.50%
New Mexico St. NM Aggies CLC $175 $2,188 8.00%
San Jose State CA Spartans CLC $0 $0 8.00%
Utah State UT Aggies CLC $0 $0 7.50%
Notes:
20
WAC (7)
WAC

CURRENT AND PENDING ALEXIS PLAYSAFE COLLEGIATE LICENSES
(AS OF 9/14/04)
Institution State Mascot Conf Rank Lic Admin Min Royalty Breakeven Rate Status
Arizona State AZ Sun Devils Pac10 LRG $100 $1,176 8.50% Shipping
Kansas KS Jayhawks Big12 20 CLC $250 $3,125 8.00% Shipping
Missouri MO Tigers Big12 31 CLC $500 $6,250 8.00% Shipping
Oklahoma OK Sooners Big12 6 CLC $500 $6,250 8.00% Shipping
Texas TX Longhorns Big12 3 CLC $500 $6,250 8.00% Shipping
Texas A&M TX Aggies Big12 LRG $100 $1,250 8.00% Shipping
Texas Tech TX Red Raiders Big12 37 CLC $200 $2,500 8.00% Shipping
Alabama AL Crimson Tide SEC 12 CLC $500 $6,250 8.00% Shipping
Arkansas AR Razorbacks SEC 18 CLC $300 $3,750 8.00% Awaiting Sample Approval;
then Manufacture and Ship
Auburn AL Tigers SEC 15 CLC $750 $9,375 8.00% Shipping
Florida FL Gators SEC 9 CLC $1,000 $11,765 8.50% Shipping
Georgia GA Bulldogs SEC 7 CLC $500 $6,250 8.00% Manufacturing
Kentucky KY Wildcats SEC 11 CLC $1,000 $12,500 8.00% Awaiting Artwork Approval
LSU LA Tigers SEC 5 CLC $500 $6,250 8.00% Shipping
South Carolina SC Gamecocks SEC 24 CLC $500 $6,250 8.00% Awaiting Artwork Approval
Tennessee TN Volunteers SEC 8 CLC $1,000 $11,765 8.50% Awaiting Concept Approval
Vanderbilt TN Commodores SEC LRG $50 $625 8.00% Awaiting Addendum
Submission
Clemson SC Tigers ACC 29 CLC $500 $6,250 8.00% Awaiting Artwork Approval
Duke NC Blue Devils ACC 27 CLC $200 $2,500 8.00% Awaiting Artwork Approval
Florida State FL Seminoles ACC 13 CLC $1,000 $12,500 8.00% Shipping
Georgia Tech GA Yellow Jackets ACC 35 CLC $200 $2,500 8.00% Awaiting Design Approval
Miami (FL) FL Hurricanes ACC 16 CLC $500 $6,250 8.00% Awaiting Artwork Approval
North Carolina NC Tar Heels ACC 1 CLC $1,000 $12,500 8.00% Awaiting Artwork Approval
NC State NC Wolfpack ACC 32 LRG $100 $1,250 8.00% Awaiting Addendum
Submission
Wake Forest NC Demon Deacons ACC LRG $100 $1,333 7.50% Awaiting Addendum
Submission
21

Institution State Mascot Conf Rank Lic Admin Min Royalty Breakeven Rate Status
Citadel SC Bulldogs SC CLC $0 $0 6.50% Awaiting Design Approval
Chattanooga TN Mocs SC CLC $0 $0 8.00% Awaiting Design Approval
Georgia State GA Panthers CLC $0 $0 7.50% Manufacturing
Ga. Southern GA Eagles SC Indep. $0 $0 7.00% Submit Sample
Notes:
CLC Approval Process:
1. New Institution Request and Concept Approval
2. Get Artwork
3. Submit Designs
4. Submit Samples (as required)
5. Begin Manufacture; Submit Addendum and Minimum Royalty
6. Ship
LRG Approval Process:
1. Submit Addendum and Minimum Royalty
2. Get Artwork
3. Submit Designs
4. Submit Samples
5. Manufacture and Ship
22

DEPARTMENT STORES AND GEOGRAPHIC COVERAGE
Department store chains generally have either nationwide presence or presence primarily
in a specific region. The regions in which the regional stores have a strong presence
often coincide with the regions covered by one to three athletic conferences.
This makes it easy to present a small yet well-defined package of institutions to each
regional department store, simply by presenting those institutions in those conferences
where the department store has a strong presence. This package will provide a
comprehensive number of regionally popular institutions and ensure that both sides of
state or regional rivalries are served, while keeping the number of licenses required down
to a manageable and cost-effective number.
Growing the collegiate business by conference also enables the managed, steady growth
of the business while keeping up-front investments to a minimum. Once the licenses for
a conference or conferences in a particular region have been obtained, other department
stores in those conferences’ region can be targeted for business, leveraging the licensing
fees and expenses previously incurred. Other conferences and regions can be added
incrementally as the business grows and the demand is established.
23

Belk
State Stores
NC 75
GA 41
SC 38
VA 20
FL 20
TN 7
TX 7
AR 5
KY 4
AL 4
MD 2
WV 2
MS 2
Major Presence: NC, GA, SC, VA, FL, TN
Primary Conferences: ACC, SEC, Conference USA
24
41 to75 (2)
38 to41 (1)
7 to38 (4)
4 to 7 (3)
2 to 4 (3)
Belk

Dillard’s
State Stores State Stores
TX 59 AR 7
FL 43 KS 7
OH 22 MS 6
NC 15 NM 6
TN 15 UT 6
LA 15 IA 5
AZ 15 NE 4
MO 14 NV 4
AL 13 IN 3
OK 13 MT 3
CO 11 ID 3
VA 10 IL 2
GA 10 CA 2
KY 9 WY 1
SC 8 WY 1
Major Presence: TX, FL, OH, NC, TN, LA, AZ, MO, AL, OK, CO, VA, GA, KY, SC,
AR, KS
Primary Conferences: ACC, SEC, Big 12, Conference USA
25
22 to43 (2)
11 to22 (8)
7 to11 (6)
4 to 7 (6)
1 to 4 (6)
Dillard's

Bon-Macy’s (to be renamed Macy’s Northwest) (Federated)
State Stores
WA 25
ID 9
OR 5
MT 3
WY 1
Major Presence: WA, ID, OR
Primary Conferences: Pac-10
26
25 to25 (1)
9 to25 (1)
5 to 9 (1)
3 to 5 (1)
1 to 3 (1)
Bon-Macy's

Burdine’s-Macy’s (to be renamed Macy’s Florida) (Federated)
56 Florida Stores
Major Presence: FL
Primary Conferences: SEC, ACC, Conference USA (Central Florida), Big East (South
Florida)
27

Macy’s East (Federated)
State Stores
NJ 25
NY 24
MA 8
PA 6
CT 4
NH 4
VA 4
MD 3
LA 2
DE 1
ME 1
RI 1
Major Presence: NJ, NY, MA
Primary Conferences: Big East, ACC (Boston College)
28
24 to25 (2)
8 to24 (1)
6 to 8 (1)
2 to 6 (5)
1 to 2 (3)
Macy's East

Macy’s West (Federated)
State Stores
CA 94
HI 14
AZ 7
NV 5
TX 4
MN 1
NM 1
Major Presence: CA, HI, AZ
Primary Conferences: Pac-10, WAC
29
94 to94 (1)
14 to94 (1)
7 to14 (1)
4 to 7 (2)
1 to 4 (2)
Macy's West

Rich’s-Lazarus-Goldsmith’s-Macy’s (to be renamed Macy’s Central) (Federated)
State Stores
GA 19
OH 18
TN 5
KY 5
IN 4
PA 4
AL 2
SC 2
WV 1
Major Presence: GA, OH, TN, KY
Primary Conferences: Rich’s: SEC, ACC; Lazarus: Big 10, SEC, MAC; Goldsmith’s:
SEC, Conference USA (Memphis)
30
19 to19 (1)
18 to19 (1)
5 to18 (2)
4 to 5 (2)
1 to 4 (3)
RLG-Macy's

Kohl’s
State Stores State Stores State Stores
IL 48 VA 18 NH 6
CA 47 MA 17 SC 5
TX 45 CO 16 NE 4
OH 39 AZ 15 AL 3
WI 35 CT 14 DE 3
MI 33 MD 12 NV 3
PA 30 MO 12 RI 2
NJ 29 TN 10 WV 2
IN 25 IA 8 MS 1
NY 25 KS 7 ND 1
MN 23 KY 7 SD 1
GA 18 OK 7 VT 1
NC 18 AR 6
Major Presence: IL, CA, TX, OH, WI, MI, PA, NJ, IN, NY, MN, GA, NC, VA, MA,
CO, AZ, CT, MD, MO, TN, IA, KS, KY, OK
Primary Conferences: All
31
29 to48 (8)
16 to29 (8)
8 to16 (6)
4 to 8 (7)
1 to 4 (9)
Kohl's

Famous-Barr, LS Ayres, Jones (May)
State Stores
MO 16
IN 13
IL 7
KS 4
KY 2
Major Presence: MO, IN, IL
Primary Conferences: Big 10, MAC, Big 12 (Missouri)
32
16 to16 (1)
13 to16 (1)
7 to13 (1)
4 to 7 (1)
2 to 4 (1)
Famous-Barr Group

Filene’s/Kaufmann’s (May)
State Stores
OH 23
MA 21
NY 20
PA 17
CT 10
NH 4
ME 2
RI 2
VT 1
WV 1
Major Presence: OH, MA, NY, PA, CT
Primary Conferences: Big 10 (Ohio State, Penn State), Big East, MAC
33
21 to23 (2)
17 to21 (2)
4 to17 (2)
2 to 4 (2)
1 to 2 (2)
Filene's/Kaufmann's

Foley’s (May)
State Stores
TX 47
CO 11
OK 5
LA 4
NM 2
Major Presence: TX, CO
Primary Conferences: Big 12, Mountain West, Conference USA
34
47 to47 (1)
11 to47 (1)
5 to11 (1)
4 to 5 (1)
2 to 4 (1)
Foley's

Hecht’s/Strawbridge’s (May)
State Stores
MD 20
VA 20
PA 15
NC 12
NJ 5
TN 5
DE 3
DC 1
Major Presence: MD, VA, PA, NC
Primary Conferences: ACC, Big 10 (Penn State), Conference USA (East Carolina), Big
East (Pittsburgh)
35
20 to20 (2)
12 to20 (2)
5 to12 (2)
1 to 5 (2)
Hecht's/Strawbridge's

Lord & Taylor (May)
State Stores
NJ 12
NY 10
IL 5
MA 5
CT 4
MD 4
VA 4
MI 3
PA 3
MO 2
DE 1
DC 1
Major Presence: NY, NJ
Primary Conferences: Big East
36
12 to12 (1)
10 to12 (1)
5 to10 (2)
3 to 5 (5)
1 to 3 (3)
Lord & Taylor

Marshall Field’s (May)
State Stores
MI 21
IL 17
MN 12
WI 5
ND 3
IN 2
OH 1
SD 1
Major Presence: MI, IL, MN
Primary Conferences: Big 10, MAC
37
21 to21 (1)
17 to21 (1)
5 to17 (2)
2 to 5 (2)
1 to 2 (2)
Marshall Field's

Robinsons-May, Meier & Frank (May)
State Stores
CA 46
AZ 9
UT 8
OR 7
NE 2
WA 1
Major Presence: CA, AZ, UT, OR
Primary Conferences: Pac-10, WAC, Mountain West
38
46 to46 (1)
9 to46 (1)
8 to 9 (1)
7 to 8 (1)
1 to 7 (2)
Robinsons-May Group

Nordstrom
CA 28 NV 1
WA 8 CT 1
FL 5 NC 1
VA 5 PA 1
TX 5 RI 1
OR 5 IN 1
MD 4 KS 1
NJ 4 MI 1
IL 4 MN 1
UT 3 MO 1
AZ 2 OH 1
NY 2 AK 1
CO 2
Major Presence: CA, WA
Primary Conferences: Pac-10, WAC
39
5 to28 (6)
4 to 5 (3)
3 to 4 (1)
2 to 3 (3)
1 to 2 (12)
Nordstrom

Bergner’s (Saks)
14 stores in Illinois
Major Presence: IL
Primary Conferences: Big 10
40

Boston (Saks)
8 stores in Wisconsin
Major Presence: WI
41

Carson Pirie Scott (Saks)
28 stores in Illinois, and 3 stores in Indiana
Major Presence: IL
42

Herberger’s (Saks)
State Stores
MN 16
MT 6
NE 5
ND 4
SD 3
WI 3
CO 1
IA 1
WY 1
Major Presence: MN
43
6 to16 (2)
5 to 6 (1)
4 to 5 (1)
3 to 4 (2)
1 to 3 (3)
Herberger's

McRae’s (Saks)
State Stores
MS 15
AL 9
FL 2
LA 2
Major Presence: MS, AL
Primary Conferences: SEC, Conference USA
44
15 to15 (1)
9 to15 (1)
2 to 9 (2)
McRae's

Parisian (Saks)
State Stores
AL 15
GA 9
FL 5
SC 3
TN 3
IN 2
MI 2
OH 2
MS 1
Major Presence: AL, GA, FL
Primary Conferences: SEC, ACC, Conference USA
45
15 to15 (1)
9 to15 (1)
5 to 9 (1)
3 to 5 (2)
1 to 3 (4)
Parisian

Proffitt’s (Saks)
State Stores
TN 12
NC 5
GA 2
KY 2
SC 2
WV 2
VA 1
Major Presence: TN, NC
46
12 to12 (1)
5 to12 (1)
1 to 5 (5)
Proffitt's

Younkers (Saks)
State Stores
IA 19
WI 13
MI 9
NE 5
MN 2
IL 1
SD 1
Major Presence: IA, WI, MI
Primary Conferences: Big 10, Big 12 (Iowa State)
47
19 to19 (1)
13 to19 (1)
9 to13 (1)
2 to 9 (2)
1 to 2 (2)
Younkers

Von Maur
State Stores
IL 6
IA 6
IN 3
MI 2
NE 2
KS 1
KY 1
MN 1
Major Presence: IL, IA
Primary Conferences: Big 10, Big 12 (Iowa State)
48
6 to6 (2)
3 to6 (1)
2 to3 (2)
1 to2 (3)
Von Maur

Goody’s
GA 50 OH 12
NC 46 OK 12
TN 44 MS 9
AL 34 MO 8
KY 28 WV 8
SC 20 FL 6
TX 17 IL 6
AR 15 LA 6
VA 14 IA 1
Major Presence: GA, NC, TN, AL, KY, SC, TX, AR, VA
Primary Conferences: SEC, ACC, Big 12, Conference USA, Sun Belt Conference
49
34 to 50 (4)
17 to 34 (3)
14 to 17 (2)
8 to 14 (5)
1 to 8 (4)
Goody's

Stage/Bealls/Palais Royal (Stage)
State Stores
TX 226
LA 48
OK 34
NM 19
AR 16
MO 11
MS 6
KS 5
AZ 3
FL 2
AL 1
CO 1
IA 1
Major Presence: TX, LA, OK, NM, AR, MO
Primary Conferences: SEC, Big 12, Conference USA, Sun Belt Conference
50
48 to226 (2)
19 to 48 (2)
6 to 19 (3)
2 to 6 (3)
1 to 2 (3)
Stage/Bealls/Palais Royal

Peebles (Stage)
VA 33 SC 5
OH 16 NY 4
NC 13 MS 4
TN 13 NJ 3
KY 11 DE 3
PA 9 IN 3
AL 8 IL 2
MD 7 MO 1
WV 7
Major Presence: VA, OH, NC, TN, KY, PA, AL
Primary Conferences: SEC, ACC, Big 10, Big East (Pitt), MAC, Conference USA, Sun
Belt Conference
51
13 to33 (4)
8 to13 (3)
5 to 8 (3)
4 to 5 (2)
1 to 4 (5)
Peebles

Buy Buy Baby
State Stores
NY 4
NJ 2
MD 1
Major Presence: NY, NJ
Primary Conferences: Big East, service academies (Army, Navy)
52
4 to4 (1)
2 to4 (1)
1 to2 (1)
Buy Buy Baby

B. C. Moore & Sons
State Stores
SC 30
GA 20
NC 11
AL 9
Major Presence: SC, GA, NC, AL
53
30 to30 (1)
20 to30 (1)
11 to20 (1)
9 to11 (1)
B.C. Moore

LICENSING PROCESS CONDITIONS AND
RESTRICTIONS
1. LRG does not impose limits on distribution channels. CLC does; we are currently
licensed for “Mid-Tier/Better”, which includes all channels of distribution except for
mass merchants (discount and grocery), online/catalog, and campus bookstores and
gift shops. We have applications pending for campus and online/catalog distribution.
2. As a practical matter, we cannot sell second quality goods.
3. We cannot sell CLC institution goods through the outlet store or other offline retail
storefront of ours without a special license.
4. Goods sold directly to the consumer (e.g., online/catalog) are assessed royalties on
the retail price.
5. LRG and many of the independently licensed institutions charge an annual fee for
each institution licensed. LRG’s fee is $60 per institution, except for Texas A&M
which is $260.
6. CLC requires concept approval by most of its institutions for new institution requests.
LRG does not.
7. Both CLC and LRG require approval of new products prior to submitting new
product artwork to currently licensed institutions.
54

ADDITIONAL RETAIL ACCOUNTS AND OTHER
CHANNELS OF DISTRIBUTION
Additionally, as regional business is established with larger department store accounts
and the appropriate licenses are obtained, smaller accounts in those regions can be
targeted for business. These smaller accounts include the following types of retailers
beyond Alexis PlaySafe’s existing customer base.
Note that LRG does not impose limits on distribution channels. CLC does; we are
currently licensed for “Mid-Tier/Better”, which includes all channels of distribution
except for mass merchants (discount and grocery), online/catalog, campus bookstores and
gift shops, and campus and alumni organizations. We have applications pending for both
campus/local and online/catalog distribution.
• College Bookstores (both on- and off-campus)
• College Gift Shops (both on- and off-campus)
• College Sporting Event Concessions (primarily football and basketball)
• Campus Student Organizations
• Fraternities and Sororities
• Philanthropic Organizations
• Spirit Clubs
• College Alumni Associations
• Some alumni associations, such as the University of Georgia Alumni Association,
will highlight licensed product manufactured by companies associated with that
institution’s alumni
• Some alumni associations have “Baby Clubs” for children of alumni, providing a
collection of baby-related premiums (bibs, hats, plush, baby bags, rattles, sippy
cups, hooded towels, coin banks, etc.) in exchange for a membership fee—
opportunity to provide premiums for the club or even sponsor the club
• Gift Shops specializing in collegiate items from a variety of institutions
• Broad-line Gift Shops (e.g., Cracker Barrel)
• Sporting Goods Retailers
• Card and Stationery Shops (e.g., Hallmark)
• T-shirt/Casual Apparel Shops specializing in logo/licensed items
• Theme Park Gift and Apparel Shops
• Hotel Gift Shops
Other channels of promotion and distribution include:
• alexisplaysafe.com Website
• Wholesale/B2B
• Retail/B2C
• Trade Shows (Wholesale/Buyer)
55

• Atlanta Gift Market (held periodically throughout the year at the Atlanta
Merchandise Mart)
• The Gift Fair in Atlanta (GWCC, January and July)
• The Super Show (sporting goods and allied apparel, Orlando, January)
• MAGIC
• Licensing International Expo
• Other Gift Shows (numerous)
• B2B Web-based Channels
• The Collegiate Exchange (hosted by CLC)
• DesktopExpos Sporting Goods and Apparel Expo
• Specialty Catalogs
• University Bookstore Catalogs
• Alumni Association Catalogs
• eBay
• Direct Mail to Alumni Association Mailing List
• Alumni Publications Advertisements, Inserts, and Offers
• Athletic Conference Websites
56

FUTURE LICENSED PRODUCT BUSINESS GROWTH
One advantage of collegiate licensing is that the college alumni and fan base tends to be
very loyal. Other licensable properties include the following:
• National Association of Stock Car Automobile Racing (NASCAR) –
• Fans tend to be very loyal, although loyalty is to individual drivers and not teams,
and as a result the fan base for a particular driver can “disappear” if a driver
retires or otherwise leaves the sport. Problems can also arise if a driver changes
teams or cars.
• Properties have to be licensed from each team individually; NASCAR is not
involved in this process.
• Team sponsors can change annually; high rate of obsolescence if product design
is not carefully planned to avoid depicting names and logos of team sponsors.
Some sponsors (e.g., beer, certain pharmaceuticals) may not be appropriate for
children’s products, and those sponsors may refuse to allow their logos or names
to be depicted on children’s products, even if normally depicted on a team’s car or
uniform.
• National Football League (NFL) –
• Some teams have large, loyal fan bases, some do not. In general, NFL fans tend
to be more fickle and “fair-weather” than college alumni and fans.
• Most teams are licensed through NFL Properties; some (e.g., Dallas Cowboys) are
not.
• Major League Baseball (MLB) – Similar to NFL. Major League Baseball also
licenses the properties of minor league teams. Names and likenesses of players are
licensed separately through the Major League Baseball Player’s Association
(MLBPA).
• National Basketball Association (NBA), National Hockey League (NHL) – Less
fan interest than other professional sports.
• Collegiate “Hot Markets” – Bowl games, rivalry games, championships. Interest in
these themes for our products likely to be limited.
57

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