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US Army Marches Into Licensing Deal With Crocs

The U.S. Army has licensed the footwear brand Crocs to produce Army-branded Jibbitz charms allowing Americans to show their pride in the Armed Forces.

Jibbitz charms are small decorations that can be added to Crocs, as seen in the photo above, allowing wearers to personalize their footwear. The company sells a wide range of Jibbitz charms on its website.

In a deal brokered by the U.S. Army’s licensing agency Beanstalk, Crocs will create and sell the branded charms on its ecommerce site and in Crocs retail stores. The U.S. Army has licensed Crocs, Inc. (NASDAQ: CROX), a world leader in innovative casual footwear, for U.S. Army-branded Jibbitz™ charms for women, men and kids Crocs. The U.S. Army-branded Jibbitz charms are now available for purchase on and in Crocs retail stores.

The mission of the U.S. Army licensing program is to develop and distribute quality consumer products that build positive brand awareness and engage with consumers in new, exciting ways, says Beanstalk. “Partnering with a brand like Crocs is a unique way to connect with both new and existing fans and to enhance the U.S. Army’s presence at retail.

The U.S. Army Trademark Licensing Program has been in place since 2004, and has allowed the Army to strategically expand its brand into more than 100 product categories including apparel, footwear, jewelry, consumer electronics, gifts, collectibles and sporting goods. The program currently consists of over 250 licensees and officially licensed products are available in more than 50,000 doors across the United States, including major retailers such as Walmart, Target, Kohl’s, and Cracker Barrel.

The Army says its key objective is to promote brand awareness through the development of quality licensed products that introduce a modern approach to the U.S. Army brand. By federal law, licensing fees paid to the U.S. Army for the use of its trademarks provide support for the Army Trademark Licensing Program, and net licensing revenue is devoted to U.S. Army Morale, Welfare and Recreation programs.

Through this collaboration with Crocs, the U.S. Army intends to reach a young demographic, while also appealing to the loyal fans of the legendarily comfy footwear. The U.S. Army Jibbitz charms are available at retail for $4.99, the same price as most Jibbitz charms.

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