The costume industry is in the midst of transitioning from a historical focus on kids and Halloween to more of a year-round, all-encompassing, and all-ages business. This change is occurring due in part to an increase in adults going all-out to celebrate Halloween and to the rise of massive fandoms tied to pop-culture properties, many […]
Archive | Demographic groups
Pride Collections for All
By Karen Raugust on May 24, 2021 in Demographic groups, Design and content themes, Diversity/Inclusion, Licensing, Politics/social movements
As we approach Pride Month, companies on the long and still-growing list of marketers celebrating LGBTQ+ Pride each June have been releasing their plans for this year. As always, these include a variety of typically rainbow-hued lifestyle collections for adults, with a focus on accessories, beauty, footwear, and especially apparel. One new wrinkle that has […]
Gender Equity and Esports
Video gaming is a popular activity among females, who represent 41% of gamers, according to the Entertainment Software Association, and 35% of professional esports players, according to Interpret. But the world of professional esports has been a notoriously unwelcoming space for women. They experience discrimination and harassment and lack the opportunities offered to the male […]
Collaborations Honor Black History
By Karen Raugust on February 18, 2021 in Art, Demographic groups, Design and content themes, Fashion, Licensing
Black History Month in February of each year has not traditionally maintained as high a profile within the consumer product and collaboration space as Hispanic Heritage Month, which takes place in September and October and has increasingly been seen as a time for licensors and their partners to create themed collections. IP owners and brands […]
Viva el Maquillaje
Latina singers have been in high demand for makeup collaborations of late, with at least three deals signed this year after several introductions in 2018 and 2019. These celebrities have an advantage in that they tend to attract a mainstream audience that includes ethnically and racially diverse consumers, something that increasingly appeals to cosmetics marketers […]
Potty Time
By Karen Raugust on June 25, 2020 in Character/Entertainment, Demographic groups, Design and content themes, Licensing
Among the new Daniel Tiger products announced earlier this month by Fred Rogers Productions and 9 Story Brands was a 3-in-1 potty-training aid from Fisher-Price. The product is a potty chair featuring a removable seat that fits on a full-sized toilet and a fold-down lid that becomes a step stool, along with activated sound effects […]
Embracing All Skin Tones
A handful of marketers have, over the past few weeks, quickly expanded the range of skin tones available as part of their product lines. They have added more shades typical of Black and Brown populations in addition to the mostly peach/pink hues that have traditionally been categorized as “nude.” Most of these initiatives have occurred […]
More Visibility for Disability
By Karen Raugust on March 16, 2020 in Character/Entertainment, Demographic groups, Licensing, Toys/Games
Over the past several years there has been a focus on diversity and inclusion of all types in advertising, content, and consumer products. The introduction of characters with physical and mental disabilities has been a recent manifestation of this trend, with more and more examples in the toy and children’s entertainment industries, especially in the […]
Baby Bump
By Karen Raugust on March 5, 2020 in Character/Entertainment, Corporate brands, Demographic groups, Licensing, Toys/Games
Branded video platforms for preschoolers have been active in the licensing business of late, especially in the toy segment: Treasure Studio signed Jazwares for a toy line based on the YouTube channel CoComelon. Founded in 2006, the channel has more than 72 million subscribers and 2.5 billion monthly views. The stories and characters seen in […]
Adaptive Products: An Unexplored Opportunity
Companies with ties to licensing are increasingly creating products for consumers with special needs, an underserved population. This customer segment encompasses everyone from children with autism to people of all ages with conditions such as Parkinson’s disease or multiple sclerosis, to seniors who have trouble getting dressed due to dementia or physical ailments. Some of […]