Most of the licensors that have gotten involved in 3D printing to date have done so mainly by allowing their properties to be offered through 3D printing services or platforms for customized novelties and other printed or printable items. But there also have been a few companies in the licensing community that have extended their brands into 3D printer hardware—or helped develop hardware under a different name—over the past two years.
One of the first licensed examples was the Ekocycle Cube, a $1,000-plus model made by 3D Systems under the Ekocycle brand, a venture between singer and entrepreneur will.i.am and Coca-Cola. The printer was introduced to the trade at the Consumer Electronics Show in 2014 and has secured limited placement in outlets such as Harrod’s. It uses filament made partly from recycled plastic bottles.
In 2015, 3D Systems and Hershey announced the development of a 3D chocolate printer called the CocoJet, which is currently being demonstrated around the country but with no commercial launch date publicized as of yet. And Polaroid introduced its branded 3D printer, for the European market, in conjunction with licensee Environmental Business Products at this year’s CES in January.
Most recently, Mattel got into the market in partnership with AutoDesk, introducing a 3D printer under its Thingmaker brand at Toy Fair this year, with shipments scheduled to start this fall. Its version is low-cost ($300) and meant for family use.
It remains to be seen how extensively 3D printers will be embraced for home use and, if so, when that will happen. So the opportunities for more licensed printers are likely to be limited in the short term. For now, most properties will continue to dip their toes into the 3D printing segment primarily through deals with 3D printing services and communities rather than becoming involved with the hardware side of things.
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