Within the long-running western trend in fashion — sometimes called “cowboycore” — cowboy boots represent a niche that deserves a closer look. A steady stream of collaborations has come to light in this category of late, mostly limited editions, involving specialist cowboy boot marketers as well as broader footwear brands. Country singers have been particularly […]
Archive | Licensing
Honey Brands Buzz With Licensing Potential
Honey consumption in 2024 saw year-over-year per-capita growth of 25% (from 1.6 to 2 pounds per person), according to a U.S. Department of Agriculture Economic Research Service report released in July 2025. Total honey consumption in the U.S. reached an all-time high of 668.6 million pounds that year. Some of the drivers of this upward […]
Stylists Remain in Style
Stylists generally work behind the scenes to help celebrities look their best on the screen or the red carpet. But, backed by social media, TV appearances, books, and more, many stylists’ personal fame has grown. And as a result, they have been increasingly featured front and center in the world of fashion collaborations. Some examples […]
Will Sports IPs Bet on Prediction Markets?
Prediction markets are exchange platforms that allow users to buy and sell contracts whose value is tied to the outcome of specific future events. It is essentially investing in — many observers would say betting on — whether a certain event will occur, with values based on probabilities, supply and demand, and other factors. On […]
A Sugar Rush for Gamers
Chocolate and gaming go well together, as indicated by the number of limited-edition chocolates featuring characters with roots in interactive gaming that have popped up in the last couple of years. The pairings make sense in that chocolate is a popular choice as a snack during gaming sessions, and the products’ collectibility mirrors an element […]
Purpose and Politics
Today is Martin Luther King Day in the U.S., and it takes place in a period of turmoil and divisiveness in the country regarding diversity, inclusion, and immigration, not to mention climate change, human rights, the first amendment, LGBTQ+ rights, mental health, homelessness, and other issues. This seems like a timely moment to take a […]
Fans See Good Hair Days Ahead
As more fans of pop-culture characters spend time creating sophisticated costumes to wear at conventions, fan fests, Halloween parties, or other get-togethers with like-minded friends, haircare brands have increasingly targeted cosplayers, professional and amateur, as a niche but loyal market for products such as hair paste and semi-permanent hair coloring. Licensing is increasingly coming into […]
Jazzing Up Home-Brewed Java
By Karen Raugust on January 12, 2026 in Celebrity, Character/Entertainment, Corporate brands, Food/Beverage, Licensing
Marketers of coffee creamers — including traditional, cold foam, and vegan offerings — have dramatically expanded their licensing and collaboration activities over the past five years or so. The trend began with food and beverage brands bringing their flavor profiles into the category. Collaborations with TV and other entertainment properties followed, resulting in products that […]
Clothing Labels Call on Cricket Players
In cricket-obsessed India, athletes known for their prowess on the pitch are increasingly pairing with fashion companies for capsule collections, brand ambassadorships (which can ultimately lead to capsules), or both. Examples of the growing number of partnerships arising in the last couple of years include the following: Skechers partnered with Mohammed Siraj in September 2025, […]
Long, But Not Forever
Over the holidays, the news came out that Paramount Consumer Products and its Teenage Mutant Ninja Turtles are parting ways with licensee Playmates when their current agreement expires at the end of 2026, closing the latter’s 38-year run as the property’s master toy partner. The end of the relationship is significant not only for the […]