A growing — albeit still relatively small — sector within the Halloween costume industry consists of licensed garments based on food, beverage, and restaurant brands. These products allow kids and adults to trick-or-treat or attend holiday parties, this weekend and throughout the scary season, dressed as their favorite snack item, its package, or its brand […]
Archive | Corporate brands
Brands Extend From Feet to Fragrance
Several licensing and collaboration agreements pairing athletic footwear brands with fragrances have resulted in new or expanded product ranges of late. Brands with roots in sneakers have been extending into fragrances for decades, with varying levels of success, as a natural part of their evolution into sportswear and active lifestyle brands. Some examples of recent […]
Augmenting Appliance Sales Through New Licensing Deals
A number of brand-extension licenses in the consumer appliance sector have been forged or changed hands in the last year and a half, in different parts of the world: This month, Kenmore & Brands licensed Curtis International to manufacture, distribute, and market Kenmore-branded refrigerators, small kitchen appliances, commercial appliances, and other appliance categories in North […]
The Return of Licensed Home 3D Printers?
Sales of 3D printers have been spiking, especially entry-level consumer models, according to a report from Context. It found that Q1 2026 revenues for global 3D printers grew 32%, fueled by the entry-level segment (machines priced at $2,500 or less) with growth of 54%. In fact, entry-level machines have become the largest market segment, at […]
Gym-Related Brands Bulk Up
In the U.S., 81 million residents belonged to a gym or fitness facility in 2025 — a record — up 5.2% compared to 2024, according to the Health & Fitness Association’s 2026 U.S. Health & Fitness Consumer Report. More than a quarter (26.1%) of people aged 6 or older had a membership in 2025. All told, […]
Jazzing Up Home-Brewed Java
By Karen Raugust on January 12, 2026 in Celebrity, Character/Entertainment, Corporate brands, Food/Beverage, Licensing
Marketers of coffee creamers — including traditional, cold foam, and vegan offerings — have dramatically expanded their licensing and collaboration activities over the past five years or so. The trend began with food and beverage brands bringing their flavor profiles into the category. Collaborations with TV and other entertainment properties followed, resulting in products that […]
Westward Expansion
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’ […]
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 […]