Musicians have comprised one of the most active groups of licensors in recent months when it comes to licensing into pet products. Among those launching or announcing pet collections within the past year: Miranda Lambert teamed with Petmate for a brand called MuttNation Fueled by Miranda Lambert, which includes everything from bedding and apparel to […]
Archive | Celebrity
Still Cooking
Celebrity chefs and bakers continue to enter or expand their presence in consumer products, with several announcing new initiatives within the last year or so. Many of these have used one or more of the following tactics to separate themselves from their competitors in this already crowded arena: Ethnic focus. Maria Loi, who is a […]
Behind the Makeup
Celebrity makeup artists and hair stylists have been extending their names into cosmetics and other beauty products in a big way since at least the mid-1990s, well before social media and reality TV made them recognizable to a broad swath of consumers. The trend continues today, as several announcements in the last six to nine […]
More Than Memoirs
Bookstore and book department shelves have long been filled with celebrity-penned memoirs, humor titles, cookbooks, picture books, and lifestyle tomes. A more recent development, however, is for celebrities to launch entire publishing imprints tied to their names or lifestyle brands. The imprints serve as a trade name or umbrella for not only the celebrity’s own […]
Rock ‘n’ Role-Playing
The bond between musicians and gaming is growing stronger as more pop, metal, and country acts are associating their names with interactive games, mobile and otherwise, in the casual, adventure, role-playing, casino slot, and other genres. Musicians are not usually associated with any kind of storyline or other premise that lends itself to gaming, aside […]
Giving Trick Shots a Try
An emerging sector of social media-based licensing consists of celebrities—mainly guys—whose popularity is tied to their sports-themed YouTube videos highlighting successful trick shots. Hasbro has introduced a line of Nerf backyard sports gear tied to Dude Perfect, a group of five best friends who make extreme-sports trick-shot videos and often use Nerf products. The Nerf […]
To Your Health
Several recent deals demonstrate fitness celebrities’ growing interest in associating their names with wellness (and other) products and services. In addition, the agreements illustrate the wide variety of deal types, including but not limited to traditional licensing, being utilized by celebrities both in and out of the fitness arena to expand their businesses: Licensing and […]
Boxers or Briefs
Male athletes from a variety of sports have expanded their personal brands into the high-end underwear category. Athletes’ signature lines are attractive for companies in this sector, since they add credibility through their endorsement of the product’s performance characteristics or comfort, especially during active situations. And athletes’ toned bodies are good imagery for underwear advertising, […]
Getting Comfortable With Denim
Differentiation in the denim category can be difficult to achieve (through licensing or otherwise), compared to other sectors of apparel that allow for more variation and flexibility in terms of design and fabrics. In addition, there is significant and strong competition in this segment, both from denim brands such as Levi’s and Wrangler and from […]
Singing the Praises of Home Décor
Half a dozen singers, with roots across genres and eras, have launched or announced deals for home goods within the last year. Some do not have much of an obvious connection with the category, aside from a personal interest in design and décor and/or ties with hearth and home through their lyrics or reputations. Pop […]