Kardashian endorsements seem to have va-va-vroom
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].”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.”
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
Upper photo: Kim Kardashian's likeness on a Tommy Baldwin Racing Team car slated to race in Las Vegas on Feb. 28. Credit: Lighthouse Beauty
Lower photo: Khloe Kardashian at a Las Vegas trade show in support of a jewelry collaboration. Credit: Virgins Saints and Angels