Archive | Corporate brands

Say Cheese

The number of collaborations taking a food or beverage brand’s distinctive taste into another, unexpected, food or beverage category continues to grow. Over the last year, one flavor—cheese, in all its many varieties and forms—has been at the center of several such partnerships. Examples range from cheese-infused alcoholic beverages to cheesy ice cream and donuts: […]

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CE Brand Extension: A Note of Nostalgia

The recently concluded Consumer Electronics Show is a good time to take stock of what’s new in brand-extension licensing in the CE industry. Following are some recent deals involving electronics brands expanding into adjacent categories. Most reflect a resurgence of nostalgic, legacy, and retro brands, reimagined for modern consumers. This represents a key current trend […]

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Turning Up the Music

Musical instrument, equipment, and accessories brands used by professionals and amateurs alike have long been active in the business of licensing and collaborations. While they continue to represent a small part of the corporate licensing landscape overall, several new licensing deals and agency representation agreements announced over the last few years suggest that their presence […]

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Kings of the Road

Licensing has had a presence in the RV and camper industry for decades, with new deals announced relatively infrequently, but consistently, over the years. Brands involved have tended to be those with a very close fit to the category, mainly outdoors- and vehicle-related properties, with some lifestyle examples thrown in as well. In the last […]

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Spicing Up Food and Beverage Licensing

Spice and seasoning brands historically have played a relatively small part on the large and still growing food-and-beverage licensing stage, with some long-time exceptions (such as McCormick’s Old Bay brand). More recently, however, a growing number of players in this space have entered the field as licensors and/or licensees, some of them very actively. In […]

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An Appetite for Regional Restaurants

Restaurant properties have been among the most active in the corporate licensing space of late, as they partner for brand extensions, lifestyle collaborations, and novelty items for fans. For the most part, these are national (or international) chains with multiple locations and a high profile among mainstream consumers. Occasionally over the years, however, local or […]

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Keeping Cool

Last week the news came out that Lifetime Brands would be launching a licensed home goods program based on its BUILT brand of insulated lunch bags, soft coolers, hydration bottles and tumblers, food storage products, and travel accessories, with agency The Brand Liaison assisting it in that effort. Target categories include kitchen textiles, outdoor and […]

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Fresh Air

The outdoors sector was one of the beneficiaries of the pandemic—at least in terms of financial performance—as consumers returned to favorite pastimes and tried new ones, and as the great outdoors was particularly appealing as a safe and isolated, but still enjoyable, space. It would not be a surprise to see outdoors specialists’ financial results […]

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