Archive | Celebrity

Creators as Brands

A handful of celebrity- and estate-licensing programs exhibiting this year at Licensing Expo, held last week in Las Vegas, were centered not on actors or musicians, but on creators of entertainment properties. For example: Stan Lee’s POW! Entertainment was founded by the late comic book creator to manage and license newly created IP not owned […]

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Moonlighting Beyond Late Night

The hosts of several of the leading late-night talk shows in the U.S. have been moonlighting in other areas of the content business. They are becoming involved in side projects, sometimes spin-offs of their main gig and sometimes ventures entirely unrelated to their primary series. These initiatives occasionally lend themselves to licensed products. For example: […]

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Influencing the Craft Category

Social media influencers specializing in handmade crafting and inspiration have, not surprisingly, had a growing presence in the licensing business. They mostly maintain a tight focus on crafting supplies, although some have extended into a few adjacent categories as well. Examples include: Lauren Riihimaki, or LaurDIY. Key licensees, brokered by The Brand Liaison, include Plaid […]

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Beauty Contest

Just in the last week, three celebrity makeup artists have entered or expanded their presence in the competitive beauty and wellness space, announcing new retail-exclusive licensing or collaboration deals: Sir John, best known for his work with the likes of Beyoncé and Kim Kardashian, paired with South African retailer Woolworths Holdings for a limited-edition collaboration. […]

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Toy Testers Give Rave Reviews to Licensing

Kid influencers specializing in toy and children’s product reviews and unboxings via their own YouTube channels and other social media platforms have gained significant followings, with the top examples generating more than 10 billion views and amassing more than 10 million channel subscribers. Some “best of” lists name more than 100 different personalities playing in […]

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Women’s Cosmetics of Color

At the beginning of the year, singer Thalía Sodi launched Adria by Thalía, a new haircare brand that offers seven SKUs of sprays, foams, and shampoos promoted as working well for all women’s hair types. The affordable brand is available at Walmart and select Target stores upon its launch. This venture follows a Thalía false […]

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Exploring The Unknown

Celebrity adventurers have recently been looking to extend their brand equities—built on qualities such as curiosity and exploration, survival, overcoming challenges, protecting the environment, toughness, and never giving up—by entering the world of merchandise: Ed Stafford retained Brandgenuity as his licensing agent in October 2018, with plans for survival gear, outdoor apparel, knives and multipurpose […]

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Fifty-Plus Fashion

Women aged 50 and over have long been an untapped market segment for licensing programs. But a growing number of direct-to-retail initiatives with etailers, retailers, and home shopping networks have focused on this demographic over the past few years, all involving celebrities who are in that age group themselves: Most recently, Jane Fonda paired with […]

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Affordable for Anyone

A number of celebrities have launched fashion collections over the past two years—especially in the latter half of 2018—that are firmly focused on affordability: Comedian Amy Schumer and stylist and costume designer Leesa Evans launched Le Cloud Collection with Saks Off Fifth in December. Some of the proceeds will go to Community Partners’ STYLEFUND project. […]

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Model Citizens

Fashion models have inspired licensing and merchandising programs going back at least to Twiggy in the 1960s. Since then, social media, reality television, and other modes of publicity have come to the fore. As a result, today’s consumers not only know more models’ names and faces, but are also familiar with their likes, dislikes, hobbies, […]

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