Bingeing on a TV-Based Lifestyle

Lifestyle collaborations involving adult-skewing TV properties featuring a strong sense of place and time, from The Good Wife to Downton Abbey, have long had a presence in the licensing business and at retail. Over the years, the technique has evolved from occasional one-off collections to broader programs covering a variety of categories, with multiple drops timed to the beginning of each season of the show.

These types of licensing efforts tend to focus on home goods, apparel, and cosmetics, often calling on the expertise of behind-the-scenes creatives such as stylists, set designers, and costume designers. They have gained strength since 2020, likely fueled by the pandemic-assisted increase in streaming viewership, during which fans had time to become fully invested in the characters, plots, and worlds of these series.

Some of the notable properties taking the lifestyle-licensing path of late include:

  • Bridgerton, the Netflix series from Shondaland that takes place in upscale Regency-era (1810s) London. Just last month, Netflix and Shondaland licensed Williams Sonoma for a 20-piece collection of baking and beverage mixes; cookies, chocolates, petite fours, and candies; picnic baskets; and tableware. Other partners announced in 2023 for the U.K. and U.S. markets, both for Bridgerton and its spin-off series, Queen Charlotte: A Bridgerton Story, have included Danone North America’s International Delight brand for a line of flavored coffee creamers; Allure Bridals for a 15-piece collection of wedding dresses; British retailer Primark for a 23-piece range of womenswear, nightwear, accessories, stationery, and home goods; British skincare brand Elemis for a collection of three pro-collagen skincare products, along with accessories; and UrbanStems for a collection of floral bouquets. In previous years, the property has counted among its partners Beekman 1802 for bath and body products; Stradivarius for dresses, bodices, and other apparel; Bloomingdale’s for a Carousel pop-up shop of dresses and accessories; Pat McGrath for makeup collections; Malone Souliers for a high-end shoe capsule; Hill House and Phenomenal for three Nap dresses and two hairpins that were quick sell-outs; and the British Fashion Council for two capsule apparel collections designed by students.
  • Yellowstone, the series from Paramount Network and 101 Studios, licensed by Paramount Consumer Products, which takes place on a modern-day ranch in Montana inhabited by the same family since 1883. Last year, the property inspired a line of Western-style foods and beverages, including coffee, seasonings and rubs, meats and meat snacks, and chili, from FoodStory Brands, with partners including The Watkins Co., Oberto Snacks, and Vietti Foods; men’s and women’s shoes from HeyDude; Western rustic furniture from American Exclusives, a partnership consisting of Green Gables Furniture, Old Hickory Furniture, Western Heritage Furniture, and Flat Rock Furniture; and cast-iron skillets from Lodge. Previous collaborations have involved Lucky Brand for denim jackets and shirts, jeans, hoodies, t-shirts, and outerwear; Wrangler for button-down denim and twill Western shirts, t-shirts, and hoodies; Justin Boot for footwear; Dodge Ram for 100 special-edition trucks in Brazil; and Lyft for pick-ups in Yellowstone-branded trucks. The property has opened new retail channels for Paramount, including Bass Pro Shops, Boot Barn, Farm & Fleet, and Tractor Supply Co. Yellowstone has also inspired spin-offs called 1883 and 1923 that tell the story of the same family at different points in history, with more to come.
  • Peaky Blinders, a crime drama from Banijay Brands and Caryn Mandabach Productions that takes place in 1920s Birmingham, England. In late 2023, British designer Gresham Blake released a collection of hand-crafted apparel and accessories tied to the 10th anniversary of the show and plans to roll out a number of online drops throughout 2024. Previous partnerships have included a fashion capsule with Oficina Reserva, luxury pens with Conway Stewart, caps with Drew Pearson, wines with Vignobles Bardet, home goods with Dreamtex, ale with Thornbridge, men’s grooming products with Murdock London, and apparel with Kent & Curwen. The property, which is largely licensed for the U.K. market, has also led to a range of experiential initiatives, including theme nights at a museum, escape rooms, and even a contemporary ballet, as well as promotional tie-ins, including with Bushmills whiskey. The licensing program launched in 2018 and is still going strong, despite the series ending in 2022.
  • Emily in Paris, a series from Netflix set in the French city’s fashion industry in the current day. In 2023, Kipling joined the licensing program for a capsule of cross-body and mini-bags; Caprese released a range of totes, cross-body bags, slings, satchels, and other handbags in India; Revolution Beauty created a makeup collaboration; and Dharma launched travel experiences. In previous years, initiatives have included Malone Soulier for a range of men’s and women’s footwear styles; Vahdam for a tea set; The Mint Group for a curated collection of apparel, including both logowear and luxury-style pieces reflecting the sensibility of the show, from a variety of suppliers; Lancôme for a makeup, skincare, and fragrance collection; Spectrum for a set of makeup brushes; and My Beachy Side for a range of knitted and crocheted beachwear.

Most of the licensing efforts centered on these shows also include fan-based products, like board games and puzzles, cookbooks, logo t-shirts, collectibles, toys, and the like, along with the core lifestyle products mentioned here. And many other current TV properties integrate a few lifestyle products among a broader array of fan-based categories. The licensing effort supporting Stranger Things, for example, is focused heavily on toys, collectibles, costumes, publishing, and so on, but also has included ranges of 1980s-retro apparel, backpacks, and footwear that reflect the sensibility of the show.

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