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? […]
Archive | Licensing
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 […]
Cultivating New Concepts
Licensors, licensees, and retailers have been launching incubator, accelerator, and crowdfunding-based innovation programs in an effort to find new ideas for properties and products that could succeed at retail and that they might not find through traditional means. The programs vary from one another in many ways. They begin at different stages of a property’s […]
Nurturing Nature Knowledge
Science, maker, and activity kits—some with licenses attached—are a big trend within the toy business, from STEM packs centered on coding and circuitry to chemistry sets focused on slime or cosmetics. A mini-trend within the category, notable at this year’s New York Toy Fair, was the pairing of licensed properties with plant- and nature-related science […]
Toy Testers, Mommy Bloggers, and More
The impact of social media influencers in the toy industry—from toy testers and mommy bloggers to comedians, singers, and pranksters—was evident at this year’s New York Toy Fair. Ryan of Ryan ToysReview, which has accumulated 19.5 billion video views and 12 million subscribers, has a new deal with Bonkers Toys for a line of branded […]
Gender-Blind Basics
Licensing deals involving unisex lines of apparel, which are designed in such a way that they fit and appeal to both genders, have been on the rise for some time, and the trend seems to be accelerating. Agreements typically focus on t-shirts, sweatshirts, jackets, and other basic items, although they can extend beyond that. Some […]