American pop singer
Britney Spears
Britney Jean Spears (born December 2, 1981) is an American singer. Often referred to as the " Princess of Pop", she is credited with influencing the revival of teen pop during the late 1990s and early 2000s. After appearing in stage productio ...
has developed and endorsed a number of products; these have included books, video releases,
video games
Video games, also known as computer games, are electronic games that involves interaction with a user interface or input device such as a joystick, game controller, controller, computer keyboard, keyboard, or motion sensing device to gener ...
,
dolls
A doll is a model typically of a human or humanoid character, often used as a toy for children. Dolls have also been used in traditional religious rituals throughout the world. Traditional dolls made of materials such as clay and wood are found ...
, clothing, and
perfumes. In 2000, Spears released a limited edition of sunglasses titled ''Shades of Britney''. In 2001, she signed a deal with shoe company
Skechers, and a $7–8 million promotional deal with
Pepsi
Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in 1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola in 1898, and then shortened to Pepsi in 1961.
History
Pepsi was ...
, their biggest entertainment deal at the time. Aside from numerous commercials with the latter during that year, she also appeared in a 2004 Pepsi television commercial in the theme of "Gladiators" with singers
Beyoncé
Beyoncé Giselle Knowles-Carter ( ; born September 4, 1981) is an American singer, songwriter, and actress. Beyoncé's boundary-pushing artistry and vocals have made her the most influential female musician of the 21st century, according to ...
,
Pink
Pink is the color of a namesake flower that is a pale tint of red. It was first used as a color name in the late 17th century. According to surveys in Europe and the United States, pink is the color most often associated with charm, politeness, ...
, and
Enrique Iglesias
Enrique Miguel Iglesias Preysler (; (born 8 May 1975) is a Spanish singer and songwriter. He started his recording career in the mid-1990s on the Mexican indie label Fonovisa and became the bestselling Spanish-language act of the decade. By the ...
. On June 19, 2002, she released her first multi-platform video game, ''
Britney's Dance Beat
''Britney's Dance Beat'' is a rhythm game based around the music and videos of American singer Britney Spears. The game was developed by Metro Creative Graphics, Hyperspace Cowgirls, and Art Co., Ltd–published by THQ. The game was released ...
'', which received positive reviews. In March 2009, Spears was announced as the new face of clothing brand ''
Candie's''.
Dari Marder, chief marketing officer for the brand, explained why they choose the singer, saying, "everybody loves a comeback and nobody's doing it better than Britney. She's just poised for even greater success."
In 2010, Spears designed a limited edition line for the brand, which was released in stores in July 2010. In 2011, she teamed up with
Sony
, commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional ...
, Make Up For Ever and
PlentyofFish
Plenty of Fish is a Canadian online dating service, popular primarily in Canada, the United Kingdom, the Republic of Ireland, Australia, New Zealand, Spain, Brazil, and the United States. It is available in nine languages. The company, which is b ...
to release her music video for "Hold It Against Me", earning her $500,000 for the product placement. Spears also teamed up with
Hasbro in 2012 to release an exclusive version of
Twister Dance, which includes a remix of "Till the World Ends". The singer was also featured on a commercial, which was directed by
Ray Kay, to promote the game. Spears was also featured on the commercial of "Twister Rave" and the game included a Twister remix of "
Circus
A circus is a company of performers who put on diverse entertainment shows that may include clowns, acrobats, trained animals, trapeze acts, musicians, dancers, hoopers, tightrope walkers, jugglers, magicians, ventriloquists, and unicyclist ...
". In March 2018, it was revealed that Spears would be the face of
Kenzo, a contemporary French luxury clothing house.
Spears's range of commercial deals and products also includes beauty care products and perfumes. She released her first perfume with
Elizabeth Arden, ''
Curious'' in 2004, which broke the company's first-week gross for a perfume. By 2009, she had released seven more perfumes including Fantasy. In 2010, Spears released her eighth fragrance, ''
Radiance''. In March 2011, company Brand Sense filed a lawsuit against Spears and Elizabeth Arden seeking $10 million in damages, claiming that she and her father, Jamie, stopped paying their thirty-five percent commission that was agreed as part of the contract terms. In July 2011, a Los Angeles judge denied the request by the company lawyers, claiming the fact that Spears is still under conservatorship.
Brand Sense, however, stated that they would appeal the decision.
In 2011, ''Radiance'' was re-issued as a new perfume titled ''Cosmic Radiance''. Worldwide, Spears sold over one million bottles in the first five years, with gross receipts of $1.5 billion. In 2016, Spears contacted
Glu Mobile to create her own role-playing game, ''
Britney Spears: American Dream''. The app officially launched in May 2016 and is compatible with
iOS
iOS (formerly iPhone OS) is a mobile operating system created and developed by Apple Inc. exclusively for its hardware. It is the operating system that powers many of the company's mobile devices, including the iPhone; the term also includes ...
and
Android
Android may refer to:
Science and technology
* Android (robot), a humanoid robot or synthetic organism designed to imitate a human
* Android (operating system), Google's mobile operating system
** Bugdroid, a Google mascot sometimes referred to ...
. On June 17, 2016, Spears announced the release of her twentieth fragrance, ''Private Show''. , Spears has released 24 fragrances through Elizabeth Arden.
Fragrances
Spears endorsed her first
Elizabeth Arden perfume Curious in 2004, and made $100 million in sales in its first year.
In September 2005, Spears released the fragrance Fantasy.
In April 2006, Spears launched Curious: In Control as a limited edition fragrance. The same year, she released another perfume titled Midnight Fantasy. September 24, 2007 marked the release date of the fragrance collection Believe. She released her sixth perfume, Curious Heart, in January 2008. In December 2008, Spears released two more perfumes with the release of her sixth studio album ''
Circus
A circus is a company of performers who put on diverse entertainment shows that may include clowns, acrobats, trained animals, trapeze acts, musicians, dancers, hoopers, tightrope walkers, jugglers, magicians, ventriloquists, and unicyclist ...
''. In 2009, Curious won the Glammy Award for "Best Beauty Buy of 2009" by ''Glamour'' magazine readers, for Best Drugstore Fragrance.
As of 2009, Spears claimed to have sold 30 million bottles worldwide.
As of 2012, her fragrances brand had grossed over $1.5 billion worldwide.
According to a ''
Daily Express
The ''Daily Express'' is a national daily United Kingdom middle-market newspaper printed in tabloid format. Published in London, it is the flagship of Express Newspapers, owned by publisher Reach plc. It was first published as a broadsheet i ...
'' newspaper report in 2013, a bottle of a Spears fragrance was sold every 15 seconds worldwide.
In 2018, Spears released her twenty-fifth and first ever unisex fragrance, Prerogative. As of 2022, Spears has released thirty-six fragrances under her brand.
Toys and games
Dolls
In 1999,
Play Along Toys
Play Along Toys was a Florida-based toy company, and a wholly owned division of Jakks Pacific.
In 1999, the founders of Play Along (among them Charlie Emby, Jay Foreman, and Larry Geller) chose the Britney Spears Doll line as the first licensing ...
released the
Britney Spears doll
The Britney Spears doll is a celebrity doll made in the likeness of American pop singer Britney Spears. Several versions of the doll were released. Each doll is dressed in costumes that resemble the clothing Spears had worn in concerts, appearances ...
. It was the first product ever released by this toy company. The doll featured Spears with various outfits, make-up and hairstyles from her concerts, appearances, photoshoots and music videos. Yaboom Toys also made a singing Britney Spears doll that would "sing' when you pressed her belly button – along with miniature dolls & Britney concert stages/Tour Bus toy replicas. The line of merchandise eventually included Britney porcelain dolls.
Video game
''Britney's Dance Beat'' is a one or two player
music video game featuring songs and video appearances by Spears. The story is that players must pass "auditions" to tour as Spears' dancers. Gameplay involves pressing buttons in time with music. Symbols for buttons are arranged in a circle, resembling a clock dial. A pointer sweeps around the dial, indicating when to press each button.
The game contains five songs: "
...Baby One More Time", "
Oops!... I Did It Again", "
Stronger", "
Overprotected
"Overprotected" is a song by American singer Britney Spears from her third studio album, '' Britney'' (2001). It was written and produced by Max Martin and Rami. The song was released on December 10, 2001, by Jive Records as the second inter ...
" and "
I'm a Slave 4 U". Successful play is rewarded with "backstage passes" which unlocks features such as backstage video footage of Spears.
Mobile games
A cell phone game created by Qplaze-RME and Sony BMG titled ''Adventures of Britney Spears'' was announced in December 2005 but was never released. Images and video footage of the game were released along with the game's press release.
Ten years later, Spears started working on a game with Glu. In 2016, she released a casual role play as a pop star game called ''
Britney Spears: American Dream'' in May 2016 and it sold 500,000 copies. The
freemium
Freemium, a portmanteau of the words "free" and "premium," is a pricing strategy by which a basic product or service is provided free of charge, but money (a premium) is charged for additional features, services, or virtual (online) or physical (o ...
game was developed by Glu, the company that developed ''
Kim Kardashian: Hollywood''.
Clothing
In March 2009, Spears was announced as the new face of
Candie's, a clothing brand marketed for pre-teens and teenagers. After being the face of the line for two years, it was announced that Spears would design a limited edition collection for Candie's which would be unveiled by mid year. It premiered on July 1, 2010 with prices ranging from $14 to $78. In an interview with
InStyle Magazine's website, Spears announced a few more pieces would be sold in September and October and that she would love to design for them again.
In August 2014, Spears launched an
undergarment
Undergarments, underclothing, or underwear are items of clothing worn beneath outer clothes, usually in direct contact with the skin, although they may comprise more than a single layer. They serve to keep outer garments from being soiled o ...
brand with the Danish company Change Lingerie, for sale online and in Change Lingerie stores.
Books
Britney mentioned she would be writing a memoir in 2022, for the upfront cost of 15M.
Other products
Britney Spears released a range of hair care products in the supermarket chain
Lidl in December 2014 in England.
Endorsements
Spears has endorsed several brands throughout her career, including
Pepsi
Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in 1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola in 1898, and then shortened to Pepsi in 1961.
History
Pepsi was ...
,
Polaroid
Polaroid may refer to:
* Polaroid Corporation, an American company known for its instant film and cameras
* Polaroid camera, a brand of instant camera formerly produced by Polaroid Corporation
* Polaroid film, instant film, and photographs
* Polar ...
,
McDonald's
McDonald's Corporation is an American Multinational corporation, multinational fast food chain store, chain, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechri ...
,
Hasbro,
Versace
Gianni Versace S.r.l. (), usually referred to as Versace ( ), is an Italian luxury fashion company founded by Gianni Versace in 1978 known for flashy prints and bright colors. The company produces Italian-made ready-to-wear and accessories, as w ...
,
NFL
The National Football League (NFL) is a professional American football league that consists of 32 teams, divided equally between the American Football Conference (AFC) and the National Football Conference (NFC). The NFL is one of the major ...
,
Skechers,
Got Milk?,
Tommy Hilfiger
Thomas Jacob Hilfiger ( /hɪlˈfɪgər/; born March 24, 1951) is an American fashion designer and the founder of Tommy Hilfiger Corporation.
After starting his career by co-founding a chain of jeans/fashion stores called People's Place in upst ...
,
Clairol,
Herbal Essences
Herbal Essences is a brand of hair care products line by Procter & Gamble. The brand was founded in 1971 as the single shampoo Clairol Herbal Essence Shampoo (officially typeset as ''Clairol herbal essence shampoo''). There are 29 collections of ...
,
Samsung
The Samsung Group (or simply Samsung) ( ko, 삼성 ) is a South Korean multinational manufacturing conglomerate headquartered in Samsung Town, Seoul, South Korea. It comprises numerous affiliated businesses, most of them united under the ...
,
Nabisco
Nabisco (, abbreviated from the earlier name National Biscuit Company) is an American manufacturer of cookies and snacks headquartered in East Hanover, New Jersey. The company is a subsidiary of Illinois-based Mondelēz International.
Nabisco's ...
,
Virgin Mobile,
Zappos, KENZO,
Sbarro,
ABC
ABC are the first three letters of the Latin script known as the alphabet.
ABC or abc may also refer to:
Arts, entertainment, and media Broadcasting
* American Broadcasting Company, a commercial U.S. TV broadcaster
** Disney–ABC Television ...
,
HBO
Home Box Office (HBO) is an American premium television network, which is the flagship property of namesake parent subsidiary Home Box Office, Inc., itself a unit owned by Warner Bros. Discovery. The overall Home Box Office business unit is ba ...
, Candies,
Kohls
Kohl's (stylized in all caps) is an American department store retail chain, operated by Kohl's Corporation. it is the largest department store chain in the United States, with 1,165 locations, operating stores in every U.S. state except Hawa ...
,
Starburst
MicroPro International Corporation was an American software company founded in 1978 in San Rafael, California. They are best known as the publisher of WordStar, a popular early word processor for personal computers.
History Founding and early su ...
candy, Eos,
iHeart Radio
iHeartRadio (often shortened to just "iHeart") is an American freemium broadcast, podcast and radio streaming platform owned by iHeartMedia. It was founded in August 2008. , iHeartRadio was functioning as the national umbrella brand for iHear ...
,
Kirin Company,
Apple Music
Apple Music is a music, audio and video streaming service developed by Apple Inc. Users select music to stream to their device on-demand, or they can listen to existing playlists. The service also includes the Internet radio stations Apple M ...
,
Disney
The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...
,
Los Angeles Dodgers
The Los Angeles Dodgers are an American professional baseball team based in Los Angeles. The Dodgers compete in Major League Baseball (MLB) as a member club of the National League (NL) West division. Established in 1883 in the city of Brooklyn ...
, and
Toyota
is a Japanese multinational automotive manufacturer headquartered in Toyota City, Aichi, Japan. It was founded by Kiichiro Toyoda and incorporated on . Toyota is one of the largest automobile manufacturers in the world, producing about 10 ...
.
She has also included endorsements in her music videos for brands such as
Bvlgari,
Swarovski
Swarovski (, ) is an Austrian producer of glass based in Wattens, Austria, and has existed as a family-owned business since its founding in 1895 by Daniel Swarovski.
The company is split into three major industry areas: the Swarovski Crystal ...
,
Volkswagen
Volkswagen (),English: , . abbreviated as VW (), is a German Automotive industry, motor vehicle manufacturer headquartered in Wolfsburg, Lower Saxony, Germany. Founded in 1937 by the German Labour Front under the Nazi Party and revived into a ...
,
Mazda
, commonly referred to as simply Mazda, is a Japanese multinational automotive manufacturer headquartered in Fuchū, Hiroshima, Japan.
In 2015, Mazda produced 1.5 million vehicles for global sales, the majority of which (nearly one m ...
, MateFit,
PlentyOfFish
Plenty of Fish is a Canadian online dating service, popular primarily in Canada, the United Kingdom, the Republic of Ireland, Australia, New Zealand, Spain, Brazil, and the United States. It is available in nine languages. The company, which is b ...
,
Beats Electronics,
Sony
, commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional ...
,
Nokia
Nokia Corporation (natively Nokia Oyj, referred to as Nokia) is a Finnish multinational corporation, multinational telecommunications industry, telecommunications, technology company, information technology, and consumer electronics corporatio ...
,
Lamborghini
Automobili Lamborghini S.p.A. () is an Italian brand and manufacturer of luxury sports cars and SUVs based in Sant'Agata Bolognese. The company is owned by the Volkswagen Group through its subsidiary Audi.
Ferruccio Lamborghini (1916–1993) ...
, and
Samsung
The Samsung Group (or simply Samsung) ( ko, 삼성 ) is a South Korean multinational manufacturing conglomerate headquartered in Samsung Town, Seoul, South Korea. It comprises numerous affiliated businesses, most of them united under the ...
.
Accolades
Notes
References
{{Britney Spears
Products