Dualstar Entertainment Group LLC: Foundation of the Empire
In 1993, lawyer Robert Thorne, understanding the growing potential of the young celebrities, created Dualstar Entertainment Group, for the purpose of tapping into the celebrity of the two stars.
From the beginning of Dualstar, the primary means of generating revenue was licensing the name and images of the Olsens to numerous companies. It wasn't long before they were on just about every type of product young people used; including books,
music CDs, videogames, fashion dolls, fashion apparel, beauty cosmetics, fragrances, home décor, among a plethora of other things girls loved to buy.
It not only generated revenue, but was also a source of marketing for the two, as they were becoming ubiquitous around the world.
That created a problem they are now dealing with today, which is to brand their companies more than themselves, in order to imbed even more longevity and strength into the brands they oversee. We'll get into what they're doing there more in a later post.
As mentioned in previous posts, the young ladies understood they needed to take the company in another direction as they grew older, so at 18 bought out Thorne for an unspecified amount, which made him very happy.
Once that was taken care of, they interviewed and installed Diane Reichenberger as CEO of the company, which position she maintains to this day.
Even though the transition started about four years ago concerning Dualstar Entertainment and the Olsens, it's still primarily in that same period, although further along in the transformation.
Now Mary-Kate and Ashley were ready to put their own stamp on the company, and they've been doing it in a number of ways. Next post we'll get into how they operate in that realm.
Other Mary-Kate and Ashley Resources:
Just Asking . . . Mary-Kate Olsen
Mary-Kate Olsen talks about life, role in 'The Wackness'
Mary Kate Olsen - she wants to be alone
Olsen twins outrage animal lovers
OLSEN TWINS (MARY-KATE AND ASHLEY) FAN PAGE
Attack of the Fashion Gremlins
Mary-Kate and Ashley Home Essentials Collection Review
Mary-Kate and Ashley Home Essentials
Entire Mary-Kate and Ashley Olsen Series:
Part One; Part Two; Part Three; Part Four; Part Five; Part SixRemember to sign up for my feed!
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» Mary-Kate and Ashley Olsen: Diminutive Dynamos of Daring Direction - 3 from ManagersRealm
More significant early decisions guiding their pathsA couple of other things that helped shape and form the young ladies, was the decision by their parents to have several children, which had to have a significant impact on grounding them. Not... [Read More]
Tracked on: July 13, 2008 3:33 PM | Permalink to Trackback