Beyonce biography
In 2005, Knowles teamed up with House of Brands, a local shoe company, to produce a range of footwear for House of Deréon. In January 2008, Starwave Mobile launched Beyoncé Fashion Diva, a "high-style" mobile game with an online social networking component, featuring the House of Deréon collection. It was available to buy at department stores including Macy's and Dillard's, and specialty stores Jimmy Jazz and Against All Odds.
Products and endorsements
In 2002, Knowles signed a promotional deal with Pepsi to appear in two television commercials, as well as in radio and Internet advertisements and in-store promotional materials. A 2004 Pepsi television commercial in the theme of "Gladiators" featured Knowles with singers Britney Spears, Pink, and Enrique Iglesias, and the following year with Jennifer Lopez and David Beckham on a commercial called "Samurai". Knowles' range of commercial deals and products also includes beauty care products and perfumes. She has worked with L'Oréal since the age of 18. In 2004, Knowles launched her fragrance, True Star, with Tommy Hilfiger. The commercial for the scent was shot in black and white and has Knowles singing a cover version of "Wishing on a Star", for which she earned $250,000. The following year, Knowles launched her second fragrance with Hilfiger called True Star Gold. In 2007, Knowles appeared in an advertisement campaign for the Emporio Armani Diamonds fragrance.
In March 2009, Knowles appeared in a television commercial for the Nintendo DS game Rhythm Heaven. In January 2010, Knowles signed a three-year endorsement deal with Vizio. She also appeared in two television commercials for Style Savvy, a fashion video game for the Nintendo DS and Nintendo DSi. Five designs from her House of Deréon clothing line were available for download in the game. In February 2010, Knowles launched her first official fragrance, Heat. She re-recorded her cover version of "Fever" for the fragrance's television commercial. The commercial was banned from daytime television in the United Kingdom, after it had received 14 viewer complaints. The commercial, which begins with an image of Knowles appearing to lie naked in a room, had been deemed "too sexually provocative" to be seen by young children and was not shown before 7.30 pm. In February 2011, Knowles launched her second fragrance, Heat Rush. In April 2011, Knowles was sued by US game developer, Gate Five, for more than $100 million, who claimed she "destroyed its business ... on a whim". Gate Five alleged that Knowles changed her mind about plans for a game called Starpower: Beyoncé, forcing the company to sack 70 employees the week before Christmas 2010.
Philanthropy
Knowles and Destiny's Child band mate, Kelly Rowland, along with the former's family, founded the Survivor Foundation, a charitable entity set up to provide transitional housing for 2005 Hurricane Katrina victims and storm evacuees in the Houston, Texas area. In 2005, music producer David Foster, his daughter Amy Foster-Gillies, and Knowles wrote "Stand Up for Love", which would serve as the anthem of World Children's Day, an event which takes place annually around the world on November 20 to raise awareness and funds for children's causes worldwide. Destiny's Child lent their voices and support as global ambassadors for the 2005 World Children's Day program.
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On October 4, 2008, Knowles attended the Miami Children's Hospital Diamond Ball & Private Concert at the American Airlines Arena in Miami, where she was inducted into the International Pediatric Hall of Fame. Seven-year-old Ethan Bortnick dedicated and performed "Over the Rainbow" to Knowles. After completing work on
Cadillac Records (2008), Knowles donated her entire salary to Phoenix House, an organization of rehabilitation centers around the country. Knowles visited a Brooklyn, New York site in preparation for portraying singer Etta James, who was once addicted to heroin. During this time, she recorded with various artists for "Just Stand Up!", a charity single for the Stand Up to Cancer charity. Joining Knowles on the song was Mariah Carey, Leona Lewis, Rihanna, Leann Rimes and Mary J. Blige, among others. Knowles also teamed up with the "Show Your Helping Hand" hunger relief initiative and General Mills Hamburger Helper. The goal was to help Feeding America deliver more than 3.5 million meals to local food banks. Knowles encouraged her fans to bring non-perishable groceries to her US concert tour stops. In January 2010, Knowles participated in the Hope for Haiti Now: A Global Benefit for Earthquake Relief. She appeared in London with Jay-Z, Rihanna, and U2's Bono and The Edge, where she performed a piano version of "Halo". Knowles was named the official face of the limited edition "Fashion For Haiti" T-shirt by the Council of Fashion Designers of America. The shirt, which reads: "To Haiti With Love", was designed by Peter Arnell, who also created the "Fashion for America" T-shirt which raised $2 million after 9/11.
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