The Challenge: How do you transition a viral, mission-driven project into a sustainable global brand? When Bellen Woodard founded More Than Peach at age 8, she wasn't just selling crayons; she was changing the language of inclusivity. As she grew from a "kid entrepreneur" to a Time Magazine honoree and a global figure, the risks changed. We needed to protect the brand from being "exploited" by larger corporations while securing her expansion into new industries like dance and publishing.
The Strategy: Over the last several years, I’ve acted as the architect for Bellen’s Brand
Beyond the Crayon: We didn't just register a name; we mapped out a multi-class trademark strategy that allowed her to scale from art supplies into books, apparel, and specialized dancewear.
The "Right of Publicity" Shield: Because Bellen is a public figure and a minor, her "image and likeness" are her most valuable—and vulnerable—assets. I’ve navigated her television appearances and speaking engagements to ensure her rights are guarded, ensuring she owns her story even as the world shares it.
Retail Readiness: Protecting the IP at a "Target-ready" level. When major retailers come calling, your IP must be ironclad to prevent your movement from being absorbed or diluted.
The Result: At 14, Bellen is more than a CEO; she’s a protected legacy. More Than Peach is now a household name sold at Target and online, with a trademark portfolio that supports her expansion into every corner of the creative world.
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