Branding Bev Hills High

Looking to capitalize on alums like Angelina Jolie, Nicholas Cage and Richard Dreyfuss, the school board wants to license apparel, cosmetics and accessories under the BHHS brand. Through a licensing deal the school would get 60 percent to 70 percent of the royalties, which might come in handy at a time of tighter budgets and more limited community support (not as many school age kids as there used to be). The merchandising idea dates back to the original "Beverly Hills, 90210," but the school district never followed up. From Forbes:

The BHHS logo will probably appear on kids' apparel and home décor in the U.S. The real money, says [Ken Raasch, chief executive of Creative Brands], is in Asia where adults snap up clothing lines such as Camp Beverly Hills and Beverly Hills Polo Club. Neither institution actually exists, he adds, which gives the high school an advantage over them. A licensing deal could bring the school district between $500,000 and several million a year if Hollywood stars get involved. The district's budget runs about $50 million a year.