Snoopy Parent Revives Garfield Catalog

CATALOG AGE has learned that Longmont, CO-based Concepts Direct is spearheading the relaunch of the Garfield Stuff catalog. In the early summer, the multititle mailer struck an agreement with licensing studio Paws, which owns the Garfield trademark, in which Concepts Direct will produce and manage the catalog of gifts and accessories inspired by the cartoon cat. Albany, IN-based Paws created Garfield Stuff in 1998 but had stopped mailing the title in fall 2001.

No stranger to cartoon catalogs, Concepts Direct mails the Snoopy’s Etc. title, as well as stationery catalog Colorful Images and gift books Linda Anderson, Linda Anderson’s Collectibles, and Music Stand. “We’ve developed an expertise for handling characters, so adding another cute, lovable character made [the deal] sensible,” says Concepts Direct president Phil Wiland. The relaunched—and revamped—Garfield Stuff catalog mailed in July. “We’ve freshened up the creative and brought the merchandise up to date,” Wiland says.

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