One of the leading news stories of 2017 was the steady string of claims alleging sexual assault, harassment, and other misconduct by prominent actors, media personalities, politicians, and corporate leaders. The phenomenon has touched the business of licensing and brand extension as well, as accused celebrities have seen deals for consumer products tied to their […]
Archive | Licensing
Keeping the Faith
The perceived viability of faith-based (e.g., Christian-themed) properties for licensing tends to rise and fall cyclically. Recent announcements suggest that inspirational licensing programs may be on an upswing as we enter 2018: Last month, Sony Pictures Consumer Products debuted a range of holiday merchandise tied to its animated feature film The Star, representing the studio’s […]
On the Sidelines
Celebrities who are closely connected to the pro and college sports industry—but not current athletes—have been increasingly lending their names to consumer product lines, either through licensing or their own companies. Their areas of expertise vary: Fantasy sports. Matthew Berry, ESPN’s senior fantasy sports analyst, retained The Wildflower Group in 2016 to handle licensing for […]
Tasty Tie-Ups
Late last month, the car brand GMC announced it was pairing with L.A. ice cream shop Little Damage for a limited-edition Denali Ultimate Black ice cream to coincide with the launch of its new vehicle, the Yukon Denali Ultimate Black Edition. The news is a reminder of how limited-edition ice cream flavors have become a […]
Unplug and Play
A couple of decades ago, makers of physical board, card, and tabletop games were rushing to sign deals that would bring their game play into the digital world. Those sorts of agreements are still happening, of course; Hasbro and its licensee Marmalade Game Studio introduced a new mobile game based on Clue (known as Cluedo […]
Seeking White Space in the Supermarket
Owners of food and restaurant properties have recently been looking beyond the most common brand-extension categories within the grocery store. They are lending their names to product sectors that not only make sense for their flavor profiles, but also have not been heavily licensed to date, meaning there is room for new brand entrants. For […]
Shopping for New Retail Strategies
Retail chains continue to experiment with different business models as they deal with ongoing challenges. Some recent ventures illustrate the variety of strategies being tested: Partnerships with etailers. Lord & Taylor is launching a presence on Walmart’s website starting in spring 2018, referring to the initiative as its online flagship store. The deal brings the […]
The Friendly Skies
Airlines’ participation in consumer-products licensing is relatively limited compared to many other types of corporate brands, both in the number of properties active and the scope of their programs. That said, they are involved in the business in a variety of ways: Outbound licensing. Lufthansa has been extending its brand for a decade but last […]
Hot Toys for the Holidays
Over the past couple of months, key retailers have released their hot holiday toy lists, predicting the playthings consumers will be buying for fourth-quarter gift-giving. Licensed products account for between 16% and 32% of the products on each of the lists released by Amazon, BJ’s, Kmart, Target, Toys R Us, and Walmart, with Amazon at […]
Offering Support to Soldiers
Nonprofit organizations and independent brands that support military troops, veterans, and families have recently been expanding their licensed merchandise arrays. Some properties of note include: Homefront Girl. This lifestyle brand from artist and military spouse Gaby Juergens, represented by Firefly Licensing, has newly signed Udi Behr for jewelry, TF Publishing for calendars, and Kurt Adler […]