There was a time not long ago when it was rare to see licensing or collaboration agreements featuring celebrities aged 50-plus. When they have occurred, they have typically been geared toward consumers in the same age cohort.
But things are changing. Recent partnerships have involved older celebrities who have become popular with young adult fans for a variety of reasons, including classic content discovered through streaming platforms, high-profile donations or other do-good activities that lend them “national treasure” status, a fun-to-follow social media presence, or other exposure. Some examples:
- Iris Apfel is an interior designer—she worked with the White House under nine presidents—and a fashion icon known for wearing bright and bold apparel and accessories. She turned 100 in 2021. Her many collaboration partners over the last few years have included H&M for a collection of apparel, jewelry, footwear, socks, and belts last fall; Edward Bess for a 100th birthday collection of cosmetics; Shutterfly for an NFT holiday card collection; Curateur for a subscription Icon Box full of cosmetics and jewelry; Grandin Road for home goods; HSN for a fashion capsule; Zenni for eyewear (a big part of Apfel’s signature look); Mattel for a Barbie; Bernardaud for necklaces; and Happy Socks for hosiery, among others.
- Dolly Parton is known for her music and sunny personality along with charitable efforts ranging from contributing funding for the development of the Moderna vaccine to giving away more than 174 million free books to low-income kids through her Imagination Library. Since signing IMG as her licensing agent in 2019, she has been involved in a number of deals, including with American Greetings for musical e-cards, Duncan Hines for southern desserts, Jeni’s for limited-edition Strawberry Pretzel Pie ice cream, Scent Beauty for a fragrance, Williams Sonoma for a holiday collection, and Hobby Lobby for a range of home goods.
- Dionne Warwick is not only appreciated for her long career as a singer, but has become known for her no-holds-barred Tweets, which have led to a recurring skit on Saturday Night Live inspired by her Twitter persona. In addition to new collaborations with young musicians including Chance the Rapper and The Weeknd, she is relaunching her 1986 fragrance, Dionne, with Robertet. In 2015, before her newfound Twitter stardom, she introduced an activewear line with her daughter-in-law, a fitness trainer.
- Betty White, who passed away on December 31, 2021, weeks before her 100th birthday, was beloved by young consumers due to Golden Girls re-runs, starring roles in Super Bowl commercials, and a fan-lobbied appearance on Saturday Night Live, among many other activities. She partnered with Betty Crocker and Walmart for a promotion at the end of last year, celebrating the fact that both Bettys were turning 100. More than a decade ago, in 2010 (when she was 88), White paired with Jerry Leigh for a limited edition of apparel featuring graphics of her, with proceeds going to animal charities, one of her lifelong passions. Meanwhile, tribute merchandise has sprung up, both before and after her passing, from fan-created items on the major print-on-demand platforms to a Betty White India Pale Ale from WeldWerks Brewing Co. In addition, quite a bit of Golden Girls-branded merchandise is on the market, much of it featuring White’s character Rose.
Although situations such as these remain relatively scarce within the broader world of celebrity licensing, chances are good that young adults will embrace other experienced stars as time goes on, allowing them to take advantage of the merchandising and promotional opportunities that result. But to work, these initiatives have to happen organically and authentically, as they have in the examples cited here.
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