Celebrities and pet products have been two of the most active areas of the licensing business over the last several years. While certainly there are hits and misses in both arenas, licensors and licensees continue to forge deals involving each sector on a regular basis. It makes one wonder: Why are there not more celebrity […]
Archive | Licensing
A Lovely Bunch of Coconut Water
Coconut water is starting to show its presence in the world of licensed products, although not as fast as perhaps might be expected, given the steep rise in its popularity on grocery store shelves over the past five years or so. In 2014, Everlast licensed Cellulations LLC for a branded coconut water- and sea salt-fortified […]
Cartoons for Coping
Emotional intelligence, or EQ, is the ability to express and control one’s own emotions, as well as interpret and respond to the emotions of others. In the last year or so, it has become an emerging theme for entertainment and consumer products targeted at preschoolers. Some of the EQ-centric preschool initiatives in the news since […]
Join the Crowd
Licensees and retailers increasingly want to profit from the popularity of social media stars, whose fame is derived from their presence on YouTube, Instagram, Pinterest, Vine, Twitter, and/or Snapchat. Not only do these new celebrities have ever-expanding and very loyal and engaged audiences, but they can have a great influence on their fans’ purchasing habits […]
Unconventional, Yet Compatible
A number of unusual corporate licensing tie-ins have emerged within the last year. Each makes sense conceptually, although some definitely skew more toward the novelty end of the spectrum than toward the long-term, branded end. In one of the most recent examples, announced this month, General Mills and Fulton Brewery partnered for HefeWheaties, a limited-edition […]
More Sunscreen on the Horizon
A number of properties have entered the sunscreen category this year, and they are a diverse lot. For example: • Mandalay Bay resort and casino partnered with PakLab for a line of suncare products under the Bay Soleil brand. • eOne and Cancer Council Australia teamed for a line of Peppa Pig sunscreens that launched […]
Building a Bridge
The fashion sector within the licensing business has traditionally been somewhat set apart from the character, sports, art, and corporate arenas. To many fashion executives, licensing is viewed as a core tool for brand extension, fully integrated into other operations, rather than an “industry” on its own. Many do not see themselves as part of […]
A Rose By Any Other Name
Real Housewife Brandi Glanville announced last month that she would launch a licensing program under the Unfiltered Blonde brand, with Silver Buffalo the first licensee, for barware and accessories. The fact that Glanville chose to license the brand, first established for her wine label, rather than using her own name, illustrates an increasingly common strategy […]
Asian Licensors Look Abroad
Entertainment properties from the key Asian territories of Japan, China, and Korea have been strengthening their focus on international territories of late, both in other Asian countries and beyond. The classic Japanese preschool property Anpanman, a book-based TV series that is estimated to drive $1 billion or so in retail sales of licensed goods each […]
Seriously Comical
A large percentage of the top-performing entertainment/character properties in recent years come from the comic universe, most prominently from the two industry titans, Disney-owned Marvel and Warner Bros.-owned DC Comics. Other comic book publishers also are involved in outbound licensing. Their activity, which has long been a fact of life but seems to be on […]