- Dawn Wilensky, Intellectual Property Intelligence

SC Johnson wants to make a household name of its household brands with its first foray into the world of consumer products.

The 120-year-old company won’t go at it alone. It has tapped IMC Licensing to help extend its brand into relevant and adjacent product categories that embody each of its brand’s core equities and aspirations.

“We are working to strategically identify, solicit and secure products that best fit with the company’s goals in order to expand the footprint of brands such as Pledge and Glade into new aisles and channels,” said Jenny Taylor, director, global public affairs at SC Johnson.

Together with IMC, the company is in the initial stages of exploring possible partnerships, with a goal of executing its first licensing deals for some brands by 2010.