Archive | Corporate brands

Offbeat Treats

The trend for bizarre flavor combinations has extended into the ice cream space. This includes limited-edition novelties created through partnerships pairing corporate owners of food brands with smaller specialty ice cream marketers known for their unusual flavors: The latest iteration involves Kraft Macaroni & Cheese, a brand of the Kraft Heinz Company, in a collaboration […]

Continue Reading

Shoe Business

With both sneaker collaborations and corporate novelty merchandise programs ubiquitous and still on the rise, is it any wonder that we’re seeing an explosion of offbeat corporate-branded shoes on the market? Products announced lately involve properties that are frequent participants in licensing and collaborations, as well as those that are new to the game. Many […]

Continue Reading

Beauty Competition

The beauty segment has been one of the most active for inbound licensing and especially collaboration deals over the past several years, with the pace picking up during the pandemic. The category is seen as a prime opportunity for celebrities, classic characters, films and TV series, museums, corporate brands, and IP from virtually every other […]

Continue Reading

Competitive Advantage

Thanks at least in part to the rise in board games’ popularity during the pandemic, corporate and fashion marketers have gravitated to this category. Several have recently created limited-edition board game releases as a means to promote their brands: Vivetta Ponti, an emerging Italian designer, paired with Mattel’s new collaborations platform, Mattel Creations, for a […]

Continue Reading

Eating Out, At Home

The challenges faced by restaurants during COVID-19, especially those that do not have strong take-out, curbside, or delivery infrastructures in place, have been well-documented. Perhaps that is why there has been a flurry of announcements about new retail brand extensions—most often in the form of licensing deals—into the food and beverage category in the past […]

Continue Reading

A Weapon in the Chicken Sandwich Wars

Quick-service restaurants specializing in fried chicken, not to mention other fast-food chains including hamburger, taco, and pizza specialists, have introduced chicken sandwiches to great fanfare over the past couple of years, leading to the current so-called “chicken sandwich wars.” Experts trace the start of the war to a skirmish between an early Popeyes sandwich and […]

Continue Reading

Gig-Economy Opportunities

The use of so-called “gig economy” businesses, such as food-delivery providers, ride-hailing services, and online travel-rental marketplaces, has been increasing significantly over the past several years, with use of food-delivery brands growing even more exponentially during COVID-19. The rising popularity of this business model has led to a more competitive landscape and a need for […]

Continue Reading

A Toast to Beer-Branded Foods

Hard liquor labels tend to get most of the attention when it comes to the extension of alcohol trademarks into food categories. Examples include brands of cognac (Courvoisier licensed into truffles), bourbon (Jim Beam into potato chips), and liqueur (Bailey’s into bakery goods). But some of the big names in beer have also been increasingly […]

Continue Reading

A Sweet Way to Stay Strong

Sugary comfort foods meet hardcore health and wellness in a handful of recent deals involving sweet-treat brands being licensed for protein powders: Just last week, Hostess Brands teamed with Bodybuilding.com for Remix Nutrition protein powders in Hostess Twinkies and Hostess Chocolate CupCakes flavors. Additional Hostess snack cake varieties may be added to the line of […]

Continue Reading