Just as the TV networks carefully line up fresh shows each fall, there’s always a new crop of celebrities hoping to hit it big with their own product lines. You’ll find celebrity brands fighting it out for elbowroom—and sales—in most lifestyle categories, especially fashion. But we’re noticing some creative offerings in everything from candy to cleaning products, too.

Here are the latest celebrity brand extensions and a look at how they’re setting themselves up for success.

Pint-Sized Product Lines
Both Heidi Klum and Vera Wang just jumped into the kids market. Klum, model, Project Runway host and mother of four, launched a baby line called Truly Scrumptious at Babies ‘R’ Us. It includes baby and toddler clothes, bedding, furniture and décor. Wang continues her successful Kohl’s partnership with a juniors clothing line called Princess Vera Wang.

Winning moves: Klum is known for her fashion sense—and being a mom—so she may be able to win over other style conscious mothers with her designs. Wang’s an established fashion name and presence at Kohl’s, but she’ll get a big boost from a model search being conducted with Teen Vogue.

Offbeat Brand Extensions

Tennis star Maria Sharapova is no stranger to product endorsements, but her latest effort may come as a surprise. She’s launching a high-end candy brand called Sugarpova (really!). In addition to the classic gummy bear, the line includes gummy lips, worms, high heels and more. Another quirky celeb brand extension: Dirty Jobs cleaning products, named after the Discovery Channel show about, well, dirty jobs.

Winning moves: Sugarpova flirts with Sharapova’s sex appeal with a fun and memorable lip-shaped logo. Dirty Jobs cleaning products plays off host Mike Rowe’s celebrity expertise: dealing with dirty situations.

Dead Celebs

Today iconic dead celebrities can earn more than many of their living counterparts. Andy Warhol featured Marilyn Monroe in his artwork, but this October he’ll be competing head-to-head with her in the cosmetics arena. Look for a Warhol collection from Nars and a Monroe one from MAC. Expect eye shadows, lipsticks and other beauty staples.

Winning moves: The Warhol cosmetics are as playful as the artist’s work, with eye shadow palettes that depict some of his famous art pieces in the make-up. Monroe’s name instantly conjures up images of beauty and glamour. Who wouldn’t line up to buy her signature red lipstick?

Star Stylings
Singer and Oscar-winner Jennifer Hudson brings her style to QVC with the Jennifer Hudson Collection. It includes dresses, jackets, tops and even a snakeskin clutch. The Weight Watchers pitch woman has said there will be options for women of every size. Karina Smirnoff, one of the pro dancers on Dancing with the Stars, is partnering with Bearpaw Footwear on a shoe collection.

Winning brand extension strategies: Hudson’s collection gives fans the chance to own a piece of her glamorous lifestyle. Smirnoff is partnering with a brand she genuinely loves; Bearpaw approached Smirnoff after seeing her wear the company’s boots in rehearsals on Dancing with the Stars.

Which of these celebrity brands do you think will be most successful? Why?

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