In 2000, the singer released a limited edition of glasses titled Shades of Britney.[266] In 2001, Spears signed a deal with shoe company Skechers,[267] and a $7–8 million promotional deal with Pepsi, their biggest entertainment deal at the time.[268] 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.[269] On June 19, 2002, she released her first multi-platform video game, Britney's Dance Beat, which received positive reviews.[270] In March 2009, Spears was announced as the new face of clothing brand Candie's.[271] 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."[271] In 2010, Spears designed a limited edition line for the brand, which was released in stores in July 2010.[124] In 2011, she teamed up with Sony, Make Up For Ever and PlentyofFish to release her music video for "Hold It Against Me", earning her $500,000 for the product placement.[272] Spears also teamed up with Hasbro in 2012 to release an exclusive version ofTwister 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.[273]
Spears range of commercial deals and products also includes beauty care products and perfumes. She released her first fragrance with Elizabeth Arden,Curious in 2004, which broke the company's first-week gross for a perfume.[20] By 2009, she had released seven more fragrances, which earned her the recognition of the best-selling celebrity fragrance line on the market. The singer's Elizabeth Arden scents make up 34% of celebrity fragrance sales.[274] 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 the singer and her father, Jamie, allegedly stopped paying their thirty-five percent commission that was agreed as part of the contract terms.[275] In July 2011, a Los Angeles judge denied the request by the company lawyers, claiming the fact that Spears is still under conservatorship.[276] Brand Sense, however, stated that they would appeal the decision.[276] In 2011, Radiance was re-issued in a new fragrance titledCosmic Radiance.[277] Worldwide, Spears sold over one million bottles in the first five years, with gross receipts of $1.5 billion.[278]