Marketers of coffee creamers — including traditional, cold foam, and vegan offerings — have dramatically expanded their licensing and collaboration activities over the past five years or so. The trend began with food and beverage brands bringing their flavor profiles into the category. Collaborations with TV and other entertainment properties followed, resulting in products that […]
Archive | Celebrity
Clothing Labels Call on Cricket Players
In cricket-obsessed India, athletes known for their prowess on the pitch are increasingly pairing with fashion companies for capsule collections, brand ambassadorships (which can ultimately lead to capsules), or both. Examples of the growing number of partnerships arising in the last couple of years include the following: Skechers partnered with Mohammed Siraj in September 2025, […]
Not The Same Old Song and Dance
Established cartoon characters have appeared in pop stars’ music videos occasionally over the years, including Beavis and Butt-Head in a recording of Cher’s “I Got You Babe” (1993), Popeye and Friends in Wilco’s “Dawned on Me” (2012), and Rick and Morty in Run the Jewels’ “Oh Mama” (2018). In the second half of 2025, there […]
Chef-Authored Books Call Kids to the Kitchen
More and more chefs are getting into children’s books, either by signing with publishers or through self-publishing. Some of the titles are focused on cooking and recipes, spurring kids’ interest in the craft; some are autobiographical, meant to inspire, comfort, or help young readers feel included; and some are original fiction with a message. All […]
May Your Glass Be Full of Celebrity Cocktail
Celebrities have been lending their names, taste preferences, and sometimes financial backing to the canned cocktail category for at least five years in a noticeable way, and the sector has really been gaining steam in the last year or two. The increase in celebrities’ collaborative offerings has mirrored growth in the ready-to-drink cocktail category in […]
Beauty Can Be Fleeting
Some analysts and observers have been predicting the end of the celebrity beauty trend for several years, as the market has grown saturated with myriad examples of celebrity-owned, licensed, and collaborative brands. While predictions of the demise of the entire sector haven’t come to pass, as Rihanna, Jessica Alba, Serena Williams, Harry Styles, and dozens […]
Strutting Their Stuff
Supermodels may not be quite as active today in fashion, accessories, beauty, and related initiatives as they have been at times in the past, in terms of the sheer number of deals being done. But they still have a strong presence in the celebrity licensing and collaboration space, appearing regularly as the stars of new […]
Craving Celebrity-Quick Service Combos
The practice of quick-service restaurants teaming with celebrities, mostly from the realms of music, acting, and sports, began in earnest in about 2022, following occasional pairings in earlier decades, and intensified in 2023. That year, some pundits predicted the end of the trend ahead, as the examples piled up and the market seemingly became saturated. […]
Sculpting a Niche in the Shapewear Space
Shapewear brands vary in their collaborative activity, with the category overall being a comparatively infrequent player in licensing and other forms of partnership. But there have been some pairings of note this year and last that demonstrate the viability of brand alliances in the sector. Some are traditional-style collaborations, while others veer more toward the […]
Chefs Stir Up Streetwear Collabs
Celebrity chefs have occasionally lent their names and expertise to chef-related workwear, including chef’s coats, shirts, and shoes; these typically comprise pieces that are functional, comfortable, and protective, while also fashionable. More recently, as more chefs have built mainstream followings through their social media presences as well as their restaurants, cookbooks, and TV appearances, famous […]