Archive | Design and content themes

Birdies, Bogies, and Brands

Golf has become an increasingly popular theme for experiential initiatives involving licensed properties, both digital and physical. Many of the initiatives are tied to character and entertainment IPs, but they extend into other realms as well:  Mattel Adventure Park, the new attraction opening in 2025 as part of Epic Resort Destinations’ VAI Resort in Glendale, […]

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Hidden Treasure

A design technique that is currently trending in collaborative apparel collections is to hide meaningful text and graphics in linings, pockets, and collars where they are not visible, except to the owner of the piece. A few examples from the world of sports and sportswear this past summer illustrate:  Sportscraft, the long-time creator of the […]

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Fortunes Look Good for Licensed Tarot Decks

Interest in both self-care and hobbies/pastimes spiked during the pandemic, and tarot cards—which reside in both worlds—were no exception. Some suppliers have reported sales that tripled during the peak lockdown days and, more significantly, have doubled in the five-year period since 2018. While licensing drives a very small portion of the market, the number of […]

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Enchanting Activity Kits

The worlds of magic and licensing are increasingly intersecting within the toy industry, as manufacturers of magic-themed activity kits—often with an educational slant—are matching this perennially popular category with a variety of properties, mostly connected to magic or science: Abacus Brands, a maker of educational virtual-reality activity kits, recently added the Penn & Teller license, […]

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Made by Hand

A number of deals of late have involved limited editions of handcrafted products. The increasing tendency to include handmade products as a component of a licensing program is not a trend that has arisen suddenly. Rather, the strategy has gained strength steadily and rather stealthily over several years. Recent examples cut across a variety of […]

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Collaboration, Not Appropriation

Last month, the wife of Mexico’s president alleged that the Ralph Lauren fashion label had plagiarized a number of designs associated with Mexico’s indigenous Contla and Saltillo communities. The brand said it had thought all such goods had been removed from retail stores a few months earlier, when it had first recognized the issue, and […]

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Supporting the Change of Life

Women undergoing menopause represent one consumer group that has historically been ignored, and the subject seen as taboo. But marketers’ perspective has been changing of late. One indication: Three celebrities have recently announced collaborations and other initiatives specifically focused on this group: This month, actress Naomi Watts announced two deals. First, she is launching a […]

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