Anyone who has been to Licensing Expo in Las Vegas has likely noticed the important role licensed properties play in slot machines, with examples on display throughout the casinos. Recent announcements illustrate the importance of licensing in not only slots but all forms of casino gaming, as IPs already established in this sector expand into […]
Archive | Licensing
They May Be Corny, But They’re No Joke
As consumers in the northern hemisphere anticipate the approach of autumn, peak season for hayrides, apple orchards, pumpkin patches, and other agri-entertainment, it seems like a good time to take a look at a somewhat under-the-radar but not uncommon form of experiential initiative—namely, the corn maze. For consumers, seeing their favorite characters or other IP […]
Fine Art Meets Fashion Retail
The fashion industry has been turning more and more often to art and artists for new apparel collections that grab consumers’ attention. One segment within that sphere that has been expanding of late consists of pairings of classic fine artists, licensed through their estates or museums that hold artworks of theirs, with fashion retailers. A […]
Brain-Boosting Beverages
Nootropics are chemical substances, natural or synthetic, that are believed to improve concentration, memory, self-control, wakefulness, and mental acuity. They have been growing as an ingredient in powdered supplements (often in a collector’s bundle, with a shaker) and ready-to-drink (RTD) beverages, and have become an expanding area of interest for collaborations and celebrity investment. Nootropic […]
Welcome to the Dollhouse
Two trends that are driving many licensing and collaboration initiatives across categories of late—nostalgia and collectibility—are propelling the collectible doll market and creating opportunities for partnerships. Global retail sales of collectible dolls, including both vintage and new examples sold on the secondary and primary markets, are expected to increase at a compound annual growth rate […]
Strutting Their Stuff
Supermodels may not be quite as active today in fashion, accessories, beauty, and related initiatives as they have been at times in the past, in terms of the sheer number of deals being done. But they still have a strong presence in the celebrity licensing and collaboration space, appearing regularly as the stars of new […]
Every License Has Its Day in Pet Products
Licensing has been a big business within the pet products and services industry for at least a decade, and has had a presence for many years before that. While new deals do not come up as frequently today as they did five or so years ago, IP owners and pet products marketers continue to partner […]
Craving Celebrity-Quick Service Combos
The practice of quick-service restaurants teaming with celebrities, mostly from the realms of music, acting, and sports, began in earnest in about 2022, following occasional pairings in earlier decades, and intensified in 2023. That year, some pundits predicted the end of the trend ahead, as the examples piled up and the market seemingly became saturated. […]
Characters in the Pit
Characters from TV, films, and gaming have increasingly been linked with racing—a high-profile sector within the licensing business these days—for promotional initiatives that, in some cases, include merchandise. Auto racing has been seeing growing interest from younger fans in recent years, and these collaborations serve to both take advantage of that fact and further the […]
Trying Snoafers On For Size
Hybrid sneakers are currently a hot footwear-industry niche. The trend is led by snoafers (sneakers combined with loafers), but also encompasses styles that integrate sneakers with pumps, sandals, Mary Janes, clogs, mules, and ballet flats. Licensed IPs, mostly high-end fashion labels, have been part of this movement for some time, typically as part of broader […]