Britney Spears products

American singer Britney Spears has developed and endorsed a number of products; these have included books, video releases, video games, dolls, clothing, and perfumes. In 2000, Spears released a limited edition of sunglasses titled Shades of Britney.[1] In 2001, she signed a deal with shoe company Skechers,[2] and a $7–8 million promotional deal with Pepsi, their biggest entertainment deal at the time.[3] 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, Pink, and Enrique Iglesias.[4] On June 19, 2002, she released her first multi-platform video game, Britney's Dance Beat, which received positive reviews.[5] In March 2009, Spears was announced as the new face of clothing brand Candie's.[6] 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."[6] In 2010, Spears designed a limited edition line for the brand, which was released in stores in July. In 2011, she teamed up with Sony, Make Up For Ever, and Plenty of Fish to release her music video for "Hold It Against Me", earning her $500,000 for the product placement.[7] 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".[8] In March 2018, it was revealed that Spears would be the face of Kenzo, a contemporary French luxury clothing house. [9]

Spears's Private Show perfume

Spears's range of commercial deals and products also includes beauty care products and perfumes. She released her first perfume, Curious, with Elizabeth Arden in 2004, which broke the company's first-week gross for a perfume. By 2009, she had released seven more perfumes including Fantasy.[10][11] 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.[12] In July 2011, a Los Angeles judge denied the request by the company lawyers, claiming the fact that Spears was still under conservatorship.[13] Brand Sense, however, stated that they would appeal the decision.[13] In 2011, Radiance was reissued as a new perfume titled Cosmic Radiance.[14] 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 and Android. On June 17, 2016, Spears announced the release of her twentieth fragrance, Private Show.[15] As of January 2018, Spears has released 24 fragrances through Elizabeth Arden.[16] In 2022, Spears signed a $15 million book deal with Simon & Schuster, for her upcoming memoir, The Woman in Me, set to be released in October 2023. It is one of the biggest book deals of all time.[17]