SRP/Def Jam recording artist Rihanna's smash hit, "Umbrella," recently spent seven weeks in the pole position of the Billboard Hot 100. In the United Kingdom, the song has logged 10 weeks at No. 1. A definite contender for song of the summer, "Umbrella" remains omnipresent worldwide. This, of course, makes a postcard-perfect segue for the introduction of Rihanna-branded umbrellas from Totes Isotoner.

Available exclusively online from the manufacturer (totes-isotoner.com), the
Rihanna umbrella line features five styles, ranging in price from $14.99 to
$50.00 (a limited edition).

Kristen Stary, category director of rain products at Totes Isotoner, says "this was an opportunity to see what we could do in the [celebrity] accessories category."

The Rihanna/Totes licensing deal was put in place by Def Jam, Totes and the artist's manager Marc Jordan. The marriage began over Memorial Day weekend when Totes created 10,000 Rihanna beach/rain umbrellas, which were given away by Def Jam street teams to consumers in beach communities on the East and West Coasts. This marketing push helped launch Rihanna's third album,"Good Girl Gone Bad," which hit stores June 5 and which has sold 420,000 units, according to Nielsen SoundScan.

The line of Rihanna umbrellas now being sold online is an extension of this earlier promotional giveaway, says Jeff Straughn, VP of strategic marketing
at Island Def Jam.

Stary calls Totes' business arrangement with Rihanna a "short-term deal," but if all goes well, "it could lead to a spring umbrella collection from Rihanna."

And while it's too early to tell, Stary acknowledges that Totes was not sure what consumer reaction would be, but "it's been huge. As word spreads of the umbrellas, sales are starting to pick up."

Questions? Comments? Let us know: @billboardbiz

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