Source: The Valen Group
Date: May 6, 2010

(Cincinnati , OH ) May 6, 2010 – The Valen Group, the leading authority in food and beverage licensing, announced today that it has negotiated two new brand extension agreements for their client, IHOP. U tilizing the unique equities and flavor profiles of the IHOP brand, they have licensed Boley International for play food sets and Lotta Luv, LLC for flavored lip balm.

According to Janna Markle , Vice President Licensing at The Valen Group, “For 51 years, IHOP has been delighting guests with great food in a warm and friendly atmosphere. With 99 percent brand awareness among Americans, IHOP appeals to a diverse guest base of all ages and backgrounds. We are pleased to bring together Boley and IHOP to offer a fun assortment of play food for children. And, tweens will be able to enjoy unique flavors like chocolate chip pancakes and blueberry pancakes in fun flavored lip balms.”

The play food will be available to retailers at the Fall Toy Preview in Dallas October 5 th and will feature IHOP's iconic breakfast items like Funny Face pancakes and the copper coffee pot. The four flavors of lip balm will be available to retailers in June, 2010 and will initially be sold in mid-tier department stores and specialty stores.

In addition to the products mentioned above, The Valen Group is exploring licensing opportunities for other categories that tap into the equities of IHOP including convenience-oriented breakfast products sold in grocery stores that help bring the IHOP experience to home; Rooty Tooty Fresh ‘n Fruity® flavored candy; iconic and nostalgic appeal of the brand in apparel; and a waffle maker and griddle for cooking at home.

About The Valen Group
The Valen Group is a licensing and strategy consulting firm that advises food, beverage, and consumer product companies on growth and innovation issues. Areas of expertise are growth strategy development, front-end innovation research, new product development, and licensing program execution. They have worked with brands such as Chili's, Macaroni Grill, Rust-Oleum, Biltmore Estate and other well-known brands.

About IHOP
For 51 years, the IHOP family restaurant chain has served its world famous pancakes and a wide variety of breakfast, lunch and dinner items that are loved by people of all ages. IHOP offers its guests an affordable, everyday dining experience with warm and friendly service. The first IHOP opened in Toluca Lake , Calif. in 1958, and as of March 31, 2010, there were 1,461 IHOPs in 50 states, Canada and Mexico . IHOP restaurants are franchised and operated by Glendale, Calif.-based International House of Pancakes, LLC and its affiliates. International House of Pancakes, LLC is a wholly-owned subsidiary of DineEquity, Inc. (NYSE: DIN).

Contact:
The Valen Group
+1 513 842 6300
info@valengroup.com