Celebrities have been at the forefront of licensing in the emerging consumer marijuana industry, with musicians leading the way. It is starting to look as if celebrity chefs will drive the next wave of branding activity in this sector. Recent chef-related ventures tied to cannabis and cannabis-infused edibles have taken many forms: Mindy Segal, cookbook […]
Archive | Celebrity
Pro Athletes’ Goal: Menswear Deals
Through social media, television exposure, and paparazzi pictures, many major league athletes have become known for their fashion sense off the field. As a result, several current and former athletes have entered the men’s apparel category, mostly through direct-to-retail licensing deals and often with a focus on tailored suits and related accessories: Former NFL defensive […]
More Fashion Options for Your Pet
The pet products category has seen a recent bump in activity tied to celebrity-driven fashion and lifestyle brands. Notable names entering or announcing their entrance into the market over the past six months include: Ellen DeGeneres, who licensed Posh Paws for a line of pet accessories under her ED lifestyle brand, which also has deals […]
Where There’s Smoke
Snoop Dogg’s newly revealed line of marijuana flowers, concentrates, and cannabis-infused chocolate bars and gummies, marketed under the Leafs By Snoop brand and manufactured by Beyond Broadway, is the latest in a string of musician-branded, pot-related products introduced or announced in the last year or so. Others include: The Bob Marley estate’s Marley Natural brand […]
Cosplay: The Next Celebrity-Licensing Frontier?
Last month, celebrity cosplayer Yaya Han announced that she had partnered with Wyla Fabrics’ new Cosplay Fabrics division to create a line of 77 textile SKUs designed specifically for cosplay. The line, which will be distributed exclusively through Jo-Ann Fabrics starting next spring, includes stretch knits, Spandex, metallic and textured fabrics, and other goods tailored […]
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 […]
Talk to the Animals
Celebrities and pet products have been two of the most active areas of the licensing business over the last several years. While certainly there are hits and misses in both arenas, licensors and licensees continue to forge deals involving each sector on a regular basis. It makes one wonder: Why are there not more celebrity […]
Join the Crowd
Licensees and retailers increasingly want to profit from the popularity of social media stars, whose fame is derived from their presence on YouTube, Instagram, Pinterest, Vine, Twitter, and/or Snapchat. Not only do these new celebrities have ever-expanding and very loyal and engaged audiences, but they can have a great influence on their fans’ purchasing habits […]
A Rose By Any Other Name
Real Housewife Brandi Glanville announced last month that she would launch a licensing program under the Unfiltered Blonde brand, with Silver Buffalo the first licensee, for barware and accessories. The fact that Glanville chose to license the brand, first established for her wine label, rather than using her own name, illustrates an increasingly common strategy […]
Style Above All
Celebrities from Sarah Jessica Parker to David Beckham to Taylor Swift are often referred to as style icons, especially in connection with their expansion, through licensing or collaborations, into apparel and accessories. Some celebrities have become so defined by their style that their identification as style icons often transcends any mention of the career that […]