Mixed martial arts (MMA) athletes have been actively entering into partnerships for apparel and other categories, or launching their own merchandise programs, in 2020 and 2021: Conor McGregor launched an apparel collaboration early this month with Roots of Fight, including t-shirts as well as a hoodie, a thermal shirt, and sweatpants. The collection was available […]
Archive | Licensing
Accessorizing with Tech
Properties of all types have extended their names and designs into mobile phone cases and other accessories for personal electronics. With the ubiquity of smartphones in daily life, such licensed products have become important means of social expression for consumers. Tech accessories have also taken their place as a fashion statement, and that fact was […]
Licensing Insights from CES 2021
Licensed products did not have a particularly high profile at the first-ever all-virtual Consumer Electronics Show, held last week. But several speakers offered interesting news and insights related to the licensing business. Most of these tidbits were related not to consumer products, but to apparel: The WNBA saw a 350% increase in merchandise sales last […]
A New Wrinkle In The Cosmetics Category
Inclusivity has been a big topic in the beauty industry of late, and a wide range of new lines, including licensed and collaborative examples, have focused on cosmetics and skincare that address the needs of consumers of all colors and skin types. The trend had been ongoing for some time but intensified in 2020 due […]
Gig-Economy Opportunities
The use of so-called “gig economy” businesses, such as food-delivery providers, ride-hailing services, and online travel-rental marketplaces, has been increasing significantly over the past several years, with use of food-delivery brands growing even more exponentially during COVID-19. The rising popularity of this business model has led to a more competitive landscape and a need for […]
The Great Outdoors
A number of interior designers, architects, and lifestyle brands have entered into licensing deals for outdoor furniture in the past year, with several marking their first entry into this category: Interior designer Alexa Hampton partnered with Woodard for her inaugural collection of outdoor furniture. Her other licensees include Theodore Alexander (indoor furniture), Visual Comfort and […]
First Impressions
Every once in a while, we shine a spotlight on recent deals involving products and categories that have rarely been a focus for licensing and may offer white space for licensors with relevant IP. Our first post of 2021 seems like a good time to take stock of some of the new and unusual licensed […]
A Pop of Color and Flavor
Bold and unusual flavors and colors have long been a staple of popcorn sold by independent shops and specialty snack marketers. Examples range from sweet (peppermint, cinnamon bun, s’mores, amaretto, birthday cake) to savory (hickory, dill pickle, prickly pear, porcini mushroom, baked potato). Three new popcorn lines announced in the second half of this year […]
Take a Seat
Gaming chairs represent one niche of the interactive-gaming peripherals and accessories segment that has seen strong interest from the licensing community. Billed as enhancing performance as well as comfort during game play, game chairs were first associated with esports-, gaming-, and gaming influencer-related IP, which still comprise the core of the market. But licensing activity […]
All-In On Acquisition
For some time, the companies that have been best able to navigate a challenging licensing landscape have tended to be either large, resource-rich entities or small independents. The former can control their supply chain and take advantage of synergies across industries, while the latter are able to offer unique, niche-oriented products and are agile enough […]