Magazine article Variety

Dunham’s Global Brand

Magazine article Variety

Dunham’s Global Brand

Article excerpt

Jeff Dunham has always maintained full control over the world of characters that he's created, and over the years has built various companies (On a Stick Prods., Red Wire Blue Wire - "a nod to Achmed") that produce and finance all his projects across all distribution platforms, including live, television, film, merchandise and home video.

"Ticket sales are the big revenue stream, but merchandise is also big business on the road, from T-shirts to animatronic talking dolls," says Dunham who has a multimillion-dollar consumer products business that consists of sales of more than 100 SKUs at his live shows, on his website, and at various retailers across the country. A T-shirt featuring Achmed has been one of the top five most popular shirts in Wal-Mart. He doesn't do endorsements and rarely does commercials ("I did one for Hertz back in '96") because "there's just so much involved with all that and tour sponsorships, and I like to give fans a pure show. I haven't sold out. If the right endorsement or product came along, maybe. …

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