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Celebrity Licensing: Elton John’s Licensed Eyewear Launching at Sam’s Club and Walmart

By Gary Symons

TLL Editor in Chief

When you think about it, it’s hard to believe it’s taken this long to see eyewear on the market from the legendary pop star Elton John.

But, while it may have been a long Yellow Brick Road to get here, the Rocketman himself has now released a new line of eyewear, launching exclusively at Sam’s Club and Walmart stores.

John says he collaborated closely with the retail giant on the development of the new line, and each pair of glasses is inspired by his lengthy music career, and his iconoclastic style, which featured some pretty wild specs over the years. For example, the singer named each glasses frame with monikers like “Rocketman,” a reference to his number one hit song, or “Prodigy,” which represents his rise from a shy young piano prodigy to becoming an international rock star.

“Elton John Eyewear celebrates confidence, self-expression and authenticity,” says John. “The line is designed to have something for everyone, so no matter who you are, you can always Look Yourself. It’s not just about glasses, it’s about changing the way people see themselves.”

But John is partnering on more than just some stylin’ glasses. Walmart is also increasing its support of Elton John’s long-standing charity mission, the Elton John AIDS Foundation, which was created to increase HIV education and awareness, and help HIV sufferers seek a healthier future. As part of the agreement, Walmart will donate at least $1 million a year from the Elton John Eyewear collection to support the Foundation’s valuable work.

“Our customers and members are going to love this collection,” said Walmart executive VP and Chief Customer Officer Janey Whiteside. “We’re thrilled to celebrate Elton John’s creativity and iconic style by launching a fun, on-trend eyewear collection that will help customers feel their best, all at an everyday low price. On top of that, we’re proud to shine a light on the work of the Elton John AIDS Foundation and donate a portion of the sales to their important mission.”

The launch will include the Foundations Collection with 60 different frames, 36 unique to Sam’s Club and 24 unique to Walmart, retailing for between $95 to $100. Each frame is includes a signature temple tip silhouette with “E” Star mark and Elton John iconic star brand detailing.

Sam’s Club will also offer its members two additional collections that celebrate Elton John’s career. The Capsule Collection, designed for collectability, showcases Elton John’s musical journey. “The Formative Years” (Capsule I), represents Elton’s childhood and time as a student in music, so the eyewear reflects its most classic and conventional looks. “The Working Musician” (Capsule II) continues the story, showcasing the time when Elton John discovers Rock and Roll is his true calling. As such, the Capsule II offers next generation styles. Currently, five Capsule Collections are planned.

Finally, just in time for the holidays, Sam’s Club will launch The Master Collection. Drawn from Elton’s personal collection, Elton John Eyewear will recreate and reissue his most iconic looks with “collector” frames that are only available at samsclub.com. Each frame will be signed, numbered and sold in limited quantities, with retail prices starting at $350.

Next year, Elton John Eyewear is expected to offer additional frames, as well as expand its reach to additional locations across Walmart Inc. retail stores globally.

“We know Sam’s Club members and Walmart customers look to us for quality, on-trend brands at an amazing price, and the Elton John Eyewear Collection delivers just that,” said Megan Crozier, Chief Merchant, Sam’s Club. “We’ve created an eyewear line using materials, elements and contours across expressive silhouettes, making the brand feel like luxury at an affordable price, while also telling Elton John’s phenomenal story.”

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