Archive | Licensing

Eco-Friendly Fungus

On this Earth Day 2021, it seems like a good time to take a look at the rising popularity of mushrooms as a focal point of sustainability initiatives. Mushrooms and mycelium, the vegetative branching filaments (akin to a root system) of a fungus, are viable not only as eco-friendly food ingredients but as materials to […]

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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 […]

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Anime Goes Luxe

Anime and kawaii properties have become perennially popular on licensed products worldwide. For the past year, they have had a particularly high profile in the global fashion industry, with a large number of collaborations involving labels ranging from streetwear and sportswear to, most notably, luxury brands: Undercover, the label of designer Jun Takahashi, created a […]

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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 […]

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Beyond the Nail

Last month we wrote about the diverse landscape of nail color collaborations, driven in part by the enjoyment many young adults get from creating nail art and sharing it on social media. This has led to ongoing demand for new colors, finishes, and combinations thereof. Some of those amateur nail artists, along with professional salon […]

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April Fool’s Day: PR or Peril?

Many consumer products marketers and IP owners were back with April Fool’s Day pranks in 2021, after a break last year due to the pandemic still being in its early weeks. Some examples of the trickery on April 1 last week were tied to current events, as when Wildbrain’s Teletubbies announced their own NFT, the […]

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Animal Instincts

One of the pet-industry trends highlighted at last week’s virtual Global Pet Expo (see our newly posted coverage here) is consumers’ desire to treat their pets like family, purchasing them human-grade food, enrolling them in grooming and wellness services, buying them Christmas and birthday gifts, and the like. This tendency extends to clothing, pet beds, […]

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Cooking Up Kitchen Collaborations

Most kitchen- and food-related housewares and appliance categories have experienced strong growth over the past year, thanks to consumers’ reenergized interest in cooking during the pandemic. Not surprisingly, a number of new and expanded licensed collections have come to light since the crisis began: This month, actress and talk show host Drew Barrymore and Walmart […]

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Skin and Bones

Collagen has been up-and-coming as a beauty ingredient for the past few years, both for topical uses such as lotions and shampoos and in ingestible configurations such as protein powder, tea, and bone broth. Lately, licensed properties, especially celebrities, have been jumping into the collagen space with short-term collaborations, long-term licensing deals, joint product development, […]

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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 […]

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