Archive | Agencies

Agency Evolution

The licensing and retail landscape has evolved over the past several years to one that, in many sectors of the business, is more about collaborations and capsules than long-term merchandise lines, more about targeted initiatives than mainstream programs, and as much about experiences as products. Licensing agencies have been gradually reacting to this transformation by […]

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Collegiate Consolidation

The collegiate licensing business is about to undergo some profound changes, thanks to two recently announced deals involving major players in the collegiate market. Last week, Fanatics said it had purchased the collegiate licensing operations of Fermata Partners, an agency founded in 2012 and owned by CAA since 2015. Fermata execs Derek Eiler and Chris […]

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Agents of Change

Three leading licensing agencies, all handling a variety of property types but best known for their corporate trademark licensing activities, have debuted new consulting businesses this year: Seltzer Licensing Group added a proprietary suite of services—brand analytics and valuation, brand strategy assessment and development, market and retail entry strategy, and strategic alliance growth plans—under The […]

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Athletes Helping Athletes

Professional athletes have been taking more control of their consumer products and other commercial ventures over the past several years. They are increasingly stepping outside the bounds of their players’ associations to extend their own brands, and they are playing a more central role in designing, managing, and financing their products and promotions, often in […]

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Building a Bridge

The fashion sector within the licensing business has traditionally been somewhat set apart from the character, sports, art, and corporate arenas. To many fashion executives, licensing is viewed as a core tool for brand extension, fully integrated into other operations, rather than an “industry” on its own. Many do not see themselves as part of […]

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