Shamu’s Marketing Rights May Be Shared

Anheuser-Busch has agreed to spend $1.1 billion to buy the Sea World parks from Harcourt Brace Jovanovich, but it may have to share the marketing rights to the parks’ symbol, Shamu the killer whale.

Orlando-based HBJ already has a licensing agreement with Watson General Pictures of La Jolla, which created the cartoon “Shamu--The Beginning,” which has not yet appeared on television.

Any proceeds from the animated special or merchandising spinoffs will be shared among Anheuser-Busch of St. Louis, Watson General Pictures and Watson’s partner in the making of the movie, Lion’s Den Venture.

Anheuser-Busch will also have to share profits, which analysts say could reach into the millions of dollars, from the marketing of other Sea World characters and animals, according to the licensing agreement.

Anheuser-Busch spokeswoman Vicki Pearlman said the company knew about Watson General Pictures when it agreed to purchase the parks from HBJ in September. The sale of the Sea World parks is set to close later this month.

“The company was aware of the licensing agreement relating to the Shamu character,” she said.

One expert said Anheuser-Busch may try to buy the rights back from Watson General Pictures.

“I would think Anheuser-Busch would want control of the characters,” said Bert Boksen, who follows theme parks for the Raymond, James & Associates regional brokerage in St. Petersburg. “Somebody else . . . could portray Shamu in a commercial drinking Miller beer.”

HBJ and Sea World officials were not available for comment.

Watson General Pictures’ 1988 annual report indicates that the agreement gives Sea World royalties of 6% to 50% of proceeds from merchandising, as well as a share in proceeds from the cartoon.

Watson General Pictures says in its 1988 annual report that its plans include “initiating of a worldwide marketing and merchandising program” to promote the photogenic killer whale, as well as television specials, a feature film valued at $6 million to $8 million, and a children’s TV series.

The report also says that Watson has been approached by “a major merchandising company” that is interested in marketing the Shamu projects with the company. The company was not identified.