Archive | Licensing

The Experience Economy

As entertainment licensors create experiential extensions of their properties, such as theme park attractions, stage plays, and exhibitions, it is standard practice to create merchandise dedicated to the special event, to be sold at the venue as well as in the licensor’s and sometimes the licensee’s proprietary online and retail channels. For the biggest licensors, […]

Continue Reading

First Signs of Fall

The introduction of pumpkin spice-influenced products in restaurant chains, consumer packaged goods, and pop culture—a signal that summer is turning to autumn—begins earlier every year, with sightings as soon as mid-August. Naturally, licensed products and collaborations are in the mix. Some of the strategies for pumpkin spice-related initiatives include: Focusing on flavor. McDonald’s and Kraft […]

Continue Reading

Between the Lines

At least a half-dozen current and former athletes have published children’s books since the beginning of the year. Their work includes fiction and nonfiction for readers as young as age 4 and as old as young teenagers: • Just this week, former NBA player Kobe Bryant published Legacy and the Queen, a tennis-themed young adult […]

Continue Reading

Fun and Games

A wide range of video game properties have found their way into the world of physical board, miniatures, and card games in the past six months. Some examples: Konami Cross Media NY just announced that its recently relaunched Bomberman and Contra titles would be turned into board and card games, respectively. IDW holds the rights […]

Continue Reading

Latin Flavor

Last week MegaMex Foods, a joint venture between Herdez del Fuerte of Mexico and Hormel of the U.S., licensed its Herdez brand to Utz Quality Foods. Utz—which has distributed MegaMex Foods including Chi-Chi’s tortilla chips and Chi-Chi’s and Herdez salsas and dips since 2018—will now produce and market Herdez-branded white, yellow, and blue tortilla chips […]

Continue Reading

Come Together

Merger and acquisition activity among licensees around the world has been a notable trend in 2019—as it was in 2018—as consumer products marketers continue to come together to strengthen their position in the marketplace. The reasons for the consolidation vary: Category extension. Clothing marketer Delta Galil purchased The Bogart Group, an intimate apparel specialist, in […]

Continue Reading

Protests and Politics

Pockets of the global licensing business are facing significant financial impacts due to political fights, trade spats, and social protests around the world. Unlike cases where companies take a stand on a political issue and prepare to face the expected backlash, these are situations that have nothing to do with any individual company’s actions. But […]

Continue Reading

A Pitch for Women’s Soccer Fans

Women’s football/soccer has been in the spotlight this summer after the July 7 conclusion of the FIFA Women’s World Cup 2019, hosted by France and won by the U.S. team. Heightened global awareness for the women’s sport is increasingly leading to more endorsement opportunities for individual female athletes, more sponsorship revenue for women’s teams, and […]

Continue Reading