Thanks to the pioneering efforts of companies such as Funko with its Pop! brand, Kidrobot, and Lego with its minifigures, it has become commonplace in the toy industry for licensed properties to take on the stylized look of the licensee’s brand. The trend affects not only the adult-skewing collectible portion of the market, but also […]
Archive | Licensing
Going to the Gym
Intellectual property owners are increasingly looking at gyms and fitness regimens as a viable experiential category, as several recent deals around the world illustrate: Tim McGraw is partnering with Snap Fitness for a chain of gyms in the U.S. called Tru Mav Signature Clubs. The name is short for “true maverick,” and the centers will […]
On the Road
Recent deals involving Elle magazine, Star Wars, and designer Inès de la Fressange, among others, serve as a reminder of the strong marriage between special-edition automobiles and licensed properties of all types: • Entertainment. In December, Nissan released a series of seven concept cars tied to Star Wars: The Last Jedi, each inspired by a […]
Moveable Feasts
After a bit of a lull in activity, March 2018 has brought a number of new ventures involving licensed properties and meal kits: Marley Kitchen, a brand launched by the Bob Marley estate, paired with meal-delivery company Chef’d for a co-branded collection of Caribbean-inspired meals based on recipes provided by members of the family (three […]
Q&A About TRU
Toys ‘R’ Us announced last week that it would shut all 735 of its U.S. stores under the TRU and Babies ‘R’ Us banners, after declaring bankruptcy last fall and subsequently posting poor holiday results. This move raised a number of key questions for toy companies, retailers, analysts, and licensing executives. Question 1: What happened? […]
Suiting Up
A trend in celebrity and sports licensing over the past several years has consisted of current and former pro athletes from the four major U.S. sports leagues individually introducing their personal brands into higher-end menswear and underwear programs. Athletes from outside the four major leagues, some active and some retired, are following suit, both globally […]
The Universal Allure of Unicorns
Unicorns have always been a theme in merchandise and entertainment, especially for kids, but they are certainly experiencing a moment in the spotlight for all ages these days. The magical creatures appear in association with all kinds of products and promotions: Starbucks’ offered Unicorn Frappuccino, while Kellogg’s is releasing Froot Loops-like Unicorn Cereal; cosmetics company […]
The Sound of Music
Symphony performances, accompanied by filmed entertainment, represent one area of experiential licensing that has been hitting a high note for the past few years, especially but not exclusively among entertainment properties: Most recently, National Geographic partnered with Jason Michael Paul Entertainment for “National Geographic: Symphony for Our World,” which features a live performance of a […]
Budding Opportunities for Cannabis Licensing
Brand licensing in the new and expanding world of legalized cannabis began with the entry of musicians, chefs, and marijuana-related brands into the field. Now, as more states and countries decriminalize the substance, even, in some cases, for recreational use, licensing is starting to expand into additional areas, with celebrities leading the way: New territories. […]
Where the Rubber Meets the Sidewalk
Tire companies have long extended their brands into the footwear category, not only lending their names to the collaborative shoe lines, but also providing rubber for the soles. In many cases, their brand name appears only on the bottom of the shoe. Some examples: Michelin’s footwear licensing business includes hiking boots, athletic shoes, non-slip shoes […]