Corporate brand extension historically has been the primary form of licensing when it comes to household-cleaning products in spray, powder, or liquid form (e.g., laundry detergents, stain removers, window and multi-surface sprays, carpet and upholstery cleaners, and the like). Home Care Industries, for example, offers a Febreze line of formulas for deep-cleaning carpet machines, as […]
Archive | House and home
Singing the Praises of Home Décor
Half a dozen singers, with roots across genres and eras, have launched or announced deals for home goods within the last year. Some do not have much of an obvious connection with the category, aside from a personal interest in design and décor and/or ties with hearth and home through their lyrics or reputations. Pop […]
Stop and Smell the Clothes
More licensed products made of fabric are incorporating scent as a differentiator. In some cases, the pairing is purely for novelty appeal. The limited-edition, eight-piece Wildfox Resort 14 Barbie Dreamhouse capsule collection of apparel and accessories, debuting last November, included some items with a sunscreen or cotton candy scent that lasted through 10 to 12 […]
Cleaning House
Practical household products and tools may not be the most exciting or highest-profile area of licensing, but they are at the center of a burst of brand-extension interest of late. Some of the areas of focus include: Vacuums and floor care. Bissell retained agency IMC to expand its brand into home goods, DIY products, and […]
Clean Sweep
Licensing deals focusing on household cleaning are on the rise, with recent examples taking several forms: Celebrity-branded cleaning products. Interior designer and TV personality Jennifer Adams and Fizzion developed a Whole House Cleaning Solution that encompasses a range of home cleaning products. Meanwhile, Martha Stewart and Hain Celestial launched Martha Stewart Clean, a line of […]