Western themes remain a key trend in fashion collaborations involving all sorts of properties, from entertainment IPs to celebrities to artists and beyond. As an example, food- and beverage-related brands, especially alcoholic beverages and restaurant chains, have been active in this space in 2025, with the collections being a way to highlight the corporate brands’ […]
Archive | Corporate brands
The Dirt on Dirty Soda Collaborations
The current popularity of dirty sodas has given rise to a handful of collaborations in the last year or so, many involving fast food chains. Dirty sodas are soft drinks with the addition of flavored syrups or fruit juice; a splash of half-and-half, cream, or creamer; and sometimes garnishes such as fruit or candy. They […]
On-The-Go Snack Storage
A popular feature of food-branded fashion drops over the past 18 months has been the integration of one or more fun-and-functional “snack pockets,” sized to fit whatever sweet or savory treat is at the center of the collaboration: In July of this year, Cheez-It paired with stylist Brittany Hampton and WNBA player Rickea Jackson for […]
Shop the Friendly Skies
By Karen Raugust on October 30, 2025 in Branding/marketing, Corporate brands, Experiential licensing, Licensing, Promotion
Airlines have long paired with licensed properties for promotions and merchandise, with initiatives involving elements such as fashion capsules, travel collections, uniforms, in-flight amenities, and/or exterior and interior graphics. Such partnerships have, over time, become more diverse in their execution, and more frequent. A few of many recent examples illustrate some of the airlines’ key […]
Tasty Toothpastes
By Karen Raugust on October 23, 2025 in Corporate brands, Food/Beverage, Health/beauty, International, Licensing
Unusual toothpaste flavors, beyond traditional minty varieties, have proliferated since the mid-2010s, with smaller specialty players driving the trend. Hello Products offers blue raspberry, bubble gum, fresh citrus, lavender vanilla, and more, for example, while Tom’s of Maine sells cucumber aloe, coconut and mango, cinnamon clove, and fennel, to name a few. Whiskey, bacon, wasabi, […]
Racing-related Eyewear Picks Up Speed
By Karen Raugust on September 18, 2025 in Accessories, Automotive, Corporate brands, Licensing, Sports
Racing in all of its forms has had a big presence in many product categories over the past few years, especially in the fashion realm. The properties in question include not only auto racing, which dominates collaboration activity in this space, but also increasingly bike, motorcycle, sailboat, and horse racing as well, not to mention […]
Collaborations Worth Their Salt
Collaborations focused on infused salts, mostly limited editions, have been on the rise since about 2022. The products are both colorful and flavorful and are intended for use as cocktail rimmers, finishing salts for baked goods, and beyond. Most examples involve IPs that are closely tied to the food and beverage industry: Rokz, a maker […]
Protein Powder Deals Bear Fruit
Protein powders have been a very active category for licensing of late. While a variety of properties are represented, from celebrities and characters to sports IPs and videogames, food-related brands have dominated the sector. And most have been of the sweet sort, encompassing candy, cookies, cereal, restaurant offerings like pancakes and fountain drinks, and more. […]
Candy Kisses
With the current popularity of food brands, especially those of the sweet variety, across all consumer products, and the current power of the beauty category as a center of collaboration activity, it is no wonder that partnerships pairing candy, cookies, and other sweets with color cosmetics, lip balms, skincare, and the like have been a […]
Food Brands Explore Fresh Categories
The announcement of Newman’s Own packaged salad kits from Fresh Del Monte earlier this month is a reminder of the role food and beverage brand licensing plays in the fresh produce industry. The new product line is one of a few agreements that have been announced in this space over the last couple of years: […]