KARDASHIAN ENDORSEMENTS SEEM TO HAVE VA-VA-VROOM

Los Angeles Times
010/02/kim-kardashian-and-products-endorsements-pe rfume-nascar-cupcakes-candles-and-more.html
Feb 26 2010

While researching the story on the Kardashian phenomenon that ran last
Friday (written in conjunction with my compatriot Harriet Ryan in the
Calendar section), I compiled a laundry list of all the endorsement
deals and product-pitching pies Team Kardashian has its manicured
fingers in, and it’s turned out to be quite an impressive list.

Because the most recent season of "Keeping Up With The Kardashians"
is over, I thought I’d post a sampling so the Kardashi-fascinated
among you can get your fresh fix of the family.

Athletic apparel: Kim recently signed on to endorse Muscle Flex VATA
athletic wear, a deal put together by local firm TLK Fusion, which
lists most of the Jenner/Kardashian family on its talent roster. Its
principals, Ken Collis and Tracy Keyser, told me they’ve helped broker
a wide range of endorsements for the family, including Famous Cupcakes
(see below), charity appearances and wristwatches.

Designer clothes: On Feb. 16, a line of Kardashian-appropriate
clothes — a collaboration between Kim, Kourtney and Khloe and Bebe —
debuted on the catwalk during New York Fashion Week.

Perfume: Earlier in February, Kim Kardashian the fragrance rolled
out exclusively to Sephora stores. It’s described as a fragrance
that "captures the many facets of Kim’s personality," including
"gorgeous voluptuous florals [that] reflect her captivating nature,"
and "jasmine, tuberose and gardenia [that] evoke her femininity." My
fellow All The Rager Melissa Magsaysay (who caught up with Her Kimness
at the Century City Sephora) says it smells like Michael Kors (the
scent, not the man).

Jewelry: A 20-piece Kardashian Collection by Los Angeles-based
Virgins Saints and Angels debuted at the Project Las Vegas trade
show in mid-February and is expected to hit retail in March. Cheryl
Finnegan, owner and designer of the line, said she’d recently realized
the extent of the sisters’ popularity.

"The line is inspired by their Armenian heritage," Finnegan told me.

"And one of my sales reps is Russian, and she’s always checking out
Russian blogs and it’s been amazing the play that the jewelry line is
getting in Russia because of the Armenian connection — I’m getting
calls to open up stores in Russia [because of it]."

Fast-Food:

Carl’s Jr. Cranberry Apple Walnut Grilled Chicken Salad + Kim
Kardashian in a bathtub = double sales. Need we say more?

Candles: On Feb. 11, Salt Lake City candle company For Every Body
launched the first of its Kardashian candle (kandle?) line, a $14
soy wax, 60-hour candle manufactured exclusively for Kim, Khloe and
Kourtney. It’s supposed to smell like birthday cake, complete with a
"signature birthday sprinkle topping." ï~@®

Lollipops: All three sisters have turned up on red carpets with – and
turned out to grand openings for – Sugar Factory’s "Signature Series"
Couture Pops. FYI, according to the site, one of Kim’s favorites,
the Silver Rainbow (which comes with a bedazzled handle), will set
you back a cool $25.

Shoes: Kim Kardashian is the co-founder and chief fashion stylist
for ShoeDazzle.com, a kind of online shoe-of-the-month club that
gives members access to a celebrity stylist to help them choose the
appropriate footwear for their personal style — for $39.95 a month.

Weight-loss products: Kim Kardashian and Khloe Kardashian-Odom endorse
the QuickTrim line of products.

NASCAR: When race car driver Mike Bliss hits the track for the Shelby
American NASCAR Sprint Cup Series race at the Las Vegas Motor Speedway
on Feb. 28, his No. 36 Chevrolet (part of the Tommy Baldwin Racing
Team) is expected to be sporting the likeness of Her Kimness in a
pinkish paint scheme that advertises her new fragrance.

And for anyone who happens to be in Sin City, a dolled-up No. 36
"Kim Kar" is slated to be parked outside the Sephora in the Venetian’s
Grand Canal Shoppes from 7 p.m. to 9 p.m. on Feb. 27, while she makes
a public appearance inside). In addition, Kardashian is scheduled to
serve as grand marshal of the race.

Cupcakes: The ladies turn out to store openings and events for Famous
Cupcakes, "our favorite cupcakes" and "one is never enough" say the
Web ads bearing their likenesses. And now you can make Kim’s favorite
flavor cupcake (kupcake?) — Va-Va-Va-Nilla — at home.

Although I find it hard to imagine any of them squeezing time to whip
up a batch of cupcakes in between personal appearances, the cupcake
caper seems somehow fitting for a family that’s clearly cooking on
all burners in the branding department.

— Adam Tschorn