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Tue Mar 3 2015 23:09:44

USPS Coming to a Tshirt Near You?

By: Ina Steiner

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When you think of brand licensing, you might think of Disney themed pajamas or Angry Birds toothbrushes - but probably not the United States Postal Service. But the agency does license its intellectual property and is looking to further monetize its brand.

Kenneth Corbin talked to representatives at the Postal Service and the USPS Office of Inspector Genera, which values the USPS brand at $3.6 billion in a new report.

His piece in Wednesday's Newsflash newsletter explains that the USPS already has licensed shipping products such as envelopes and mailing tape in retailers like Office Depot. 

The USPS has a section on its website where you can apply to become a licensee for the Postal Service Commercial Licensing program, but the products seem to focus on postage stamps. The site also showcases some of its licensees, such as Arjang & Co., a family owned jewelry business that makes watches with USPS postage stamp designs.

There may never be a Postal Service theme park, but are there products you would proudly display featuring the USPS logo? (And whatever happened to the "If it fits, it ships" mail carrier guy from the TV commercials?)



Comments (17) | Permalink

Readers Comments

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by: sasikat9 This user has validated their user name.

Wed Mar 4 07:30:40 2015

What ever happen to the " If it fits it ships "

Easy he no longer fit so the USPS shipped him to unknown address.

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by: bm707576 This user has validated their user name.

Wed Mar 4 09:22:07 2015

Seriously this is nonsense. If the Postal Service wants to survive it needs to get real about its finances. Unions have got to be broken to get control over pensions and to improve service, non carrier positions do not need to be unionized. It has to get real about the real cost of mailing letters. It has to stop the subsidizes to junk mail, actually should get out of the junk mail business altogether. They need to concentrate on package delivery and compete with UPS and FedEx. They need to modernize offices and start looking like FedEx office and UPS store and less like the DMV. Concentrate on shipping, receiving, business services like copy service, internet access, etc. These offices could be franchised to contract owners. T-shirts no, I have yet had the urge to wear UPS or FedEx branded apparel.  

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This user has validated their user name. by: bitbybit

Wed Mar 4 10:47:13 2015

This is almost as bad as the thought of wearing an eBay t-shirt. Why would anyone want to wear an USPS t-shirt anyway? Do they love standing in lines..paying higher postage rates..what exactly? In other words, what have you done for me lately?

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by: gizmo This user has validated their user name.

Wed Mar 4 11:17:03 2015

The postal service is in dire straights also. UPS is taking business from them & it hurts.
They , like everyone else , are searching for the cash cow at the end of the rainbow.

I for one am switching over to UPS soon. Much better service allover. Higher rates , for better service.

I used UPS for a year or so , & never lost a package. No damages to date. The same cannot be said about USPS using my packages for soccer practice.

The USPS will fail.

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This user has validated their user name. by: Puck

Wed Mar 4 18:26:50 2015

USPS should pair up with Kohler bathroom fixtures.
They have a great reputation in dealing with crap.

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by: lostinNYC This user has validated their user name.

Wed Mar 4 19:34:34 2015

Why all that negativity about the USPS?

The local employees I am dealing with on a daily basis are absolutely great. Without the U.S. Postal Service, my business wouldn't even exist.

Try using UPS or FedEx to ship small lightweight packages. And how about Saturday (or even Sunday's during the holiday season) delivery, or delivery to P.O. Boxes? Ups and the others are useless for all of that and the UPS and FedEx rates for small to medium sized merchants make no business sense, especially for smaller items. With my TRS/Power-Seller discounts, there is absolutely no way I could stay competitive without using the USPS.

Oh, by the way: would you care to tell me how you ship something in the under $30 range to foreign countries without the USPS? Oh, you can't, I thought so... Foreign customers are more than half of my income and USPS makes it happen, simple as that. USPS on-time performance and tracking are exceptional values for the amount charged and insurance (self or otherwise) takes care of occasional mishaps.  

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This user has validated their user name. by: iheartjacksparrow

Wed Mar 4 19:51:16 2015

I wouldn't wear a USPS t-shirt, just like I wouldn't wear a Southern California Edison or Athens Services (my trash company) t-shirt. The problem with buying USPS envelopes or sealing tape is that you can buy that stuff cheaper at the 99 Cents Store. As a small seller, I'm always looking to save money on my mailing supplies, not spend extra because it has an eagle logo.

I don't have any complaints about the USPS in general, as they are the only viable service for shipping small, light weight packages.

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by: sellerfish This user has validated their user name.

Thu Mar 5 00:13:08 2015

Our local is rife with problems. I have to call just to get packaged picked up or else the forget to stop...at a 15 year retail business

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by: thebobman This user has validated their user name.

Thu Mar 5 01:27:42 2015

How about a t-shirt with this on it? http://uspsstamps.com/sites/default/files/styles/column/public/inline-
images/blog_posts/2014/3/PaneVerso.jpg

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by: thebobman This user has validated their user name.

Thu Mar 5 01:28:35 2015

pfft, the link has to have a referral to work... http://uspsstamps.com/sites/default/files/styles/column/public/inline-
images/blog_posts/2014/3/PaneVerso.jpg?itok=yiMdeMu9

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by: thebobman This user has validated their user name.

Thu Mar 5 01:29:45 2015

actually, there is a space after inline- that is causing it to break

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This user has validated their user name. by: bitbybit

Thu Mar 5 02:41:05 2015

So, as I speak, it has been two days and the USPS mail carrier has not delivered my mail. I understand not getting it the one day due to ice and rain but today everything was clear (and yes my steps and walk were clean). Other homes on my street got mail. I don't even know who my carrier is since it seems to be on constant turnover. Promoting other products is meaningless if they can't do their main job of delivering the mail. This article was bad timing in my case. Sorry for the rant.

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by: roseland This user has validated their user name.

Thu Mar 5 03:13:28 2015

''The study marks the first formal effort to quantify the value of the USPS brand, an exercise the inspector general's office said aims to sketch out the value and potential of an otherwise intangible asset, and, ultimately, to help the agency improve its financial position.''

Hmmm, curiouser and curiouser.  Sounds like a lot of doublespeak but it's not.  They're not going to come out and say it but why would they even waste their time or money attempting to quantify the brand unless they were calculating goodwill in anticipation of a sale down the road?  Here is part of the wiki definition of goodwill as related to accounting: ''Goodwill in accounting is an intangible asset that arises when one company acquires another, but pays more than the fair market value of the net assets (total assets - total liabilities). The goodwill amounts to the excess of the ''purchase consideration'' (the money paid to purchase the asset or business) over the total value of the assets and liabilities. It is classified as an intangible asset on the balance sheet, since it can neither be seen nor touched.

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This user has validated their user name. by: elpereles

Thu Mar 5 10:57:41 2015

The idea from the USPS at 1rst look crazy, but maybe it can work. Maybe they can start offering some nice ''freebies'' like pens, pencils, buttons, etc. If you spent more than $10 or more. Then move slowly the merchandise to stores.

About crazy ideas. For marketing they need to get kids and general public with some characters. I don't remember any superhero, wrestler or TV character that works in the USPS. Unless you are ''retire'' from the USA Armed Forces or Men In Black. The word ''retire'' it just express your time pass out, boring, and go to take a snap.

For T-shirts, it can work. If you allow people use the logo and related stuff of the USPS. Do you see the artist design t-shirts in Wmart, Sears, etc. I'm sure some great artwork can be made.

Just imagine kids in Halloween asking to get an USPS mail man costume. Your choice the angry mail man, the cellphone mail man, the veteran mail man, the Rambo/Commando/Special forces retire mail man, etc. lol

Forget NCIS, CIS, or 24 lets make a crime/action/drama show like the US Postal Inspection Service Unit or USPISU. lol

TV documentaries about the USPS. We have ads from Armed Forces telling avoid being proud to work there. I don't remember any campaign of proud to serve from the USPS. I only remember one and it was the old jingle that ''nothing stop'' the mail.

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by: cherco This user has validated their user name.

Thu Mar 5 12:31:43 2015

I'm lucky my regular post office has been really good. It took me a lot of research to get set up correctly, and I always make sure my stuff is packaged right and the postage is correct, and when they asked me to add stickers or write the type of mail in easy to read print on the package for faster processing I did. Our self service bin at the Post office is always full, emptied twice a day or more they do a LOT of packages!

The line is always really long because people have no idea what they are doing and just show up with what they want to mail in their hand, expecting the postal worker to to package it up for them like its UPS or something. It is confusing but people need to take the time to figure out what they need to do to mail something instead of expecting the worker to do it for them.

Maybe they need to start charging people who don't want to figure it out on there own, like UPS does.  

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by: Joey4711 This user has validated their user name.

Fri Mar 6 18:18:15 2015

So in your account unions are the reason that USPS is in trouble?  Let's get real, to many companies taking advantage of the worker and raiding the pensions when the value of the assets go up is the real issue here.

If no one has a good job who is going to purchase your items?  Secondly, the last thing we want is UPS and FedEx as the only two left as they already are jacking up prices each chance they get as billions isn't enough gotta have more.  

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by: Will This user has validated their user name.

Mon Mar 9 10:23:18 2015

This is reminiscent of an eBay move, something gimmicky.



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