Licensing has become a key marketing tool in the higher-end specialty store tier, even in shops that tend to focus mostly on private-label goods or products from established brands. Several such chains are currently demonstrating this fact by highlighting licensed collaborations, often devoting their front windows to these partnerships: J. Crew is touting its alliance […]
Archive | Licensing
Focus on the Hispanic Market
Over the last year, licensors have continued to launch licensing programs meant to appeal to Hispanic consumers. Increasingly, these programs view the Hispanic market as one strong component of a broader audience, rather than as a standalone focus. Some of the properties are expanding into the U.S. market from a Latin American base. Chivas Guadalajara, […]
College Co-Brands
Over the past few years, collegiate licensing programs have upped their co-branding and cross-licensing activities, creating initiatives that combine their own marks with outside properties of various types: Local pro teams. Licensee Champion forged a deal for apparel that blends the IP of the Texas Tech University Red Raiders with that of Major League Baseball’s […]
Creative Play
Makers of activity kits that have an educational slant are increasingly looking to add to their assortments by acquiring appropriate licenses. Three recent examples: Educational Insights, known for its Hot Dots and Hot Dots Jr. brands, among others, has secured the rights to the kids magazine Highlights for Children, following up on its deal with […]
Coffee and Donuts
Quick service restaurant chains specializing in donuts continue to extend their brands into retail food categories. This is often—but not always—accomplished through licensing agreements. Some recent examples: Dunkin’ Donuts signed Coca-Cola in 2016 for ready-to-drink coffee beverages, with a launch expected in early 2017. Deals previously in place include J.M. Smucker for coffee, Keurig Green […]
Pet Projects
Three years ago it seemed as if licensing in the crowded pet products industry had matured beyond novelty goods. Many of the deals forged at that time created a true point of difference in the marketplace. They ranged from Greenberry’s Animal Planet line, focused on waste collection and disposal; to PetSmart’s National Geographic assortment, centering […]
Proprietary No More
Within the last month, both Sears and Macy’s have sold long-established proprietary brands—Craftsman and Frango, respectively—to third parties. Their willingness to do so is yet another indication of how much the retail sector is struggling. Sears has owned Craftsman since 1927, and the brand has been strongly associated with Sears in consumers’ minds ever since. […]
Fine Fashion for Fans
Opportunities for manufacturers to enter the sports licensing business, at least when it comes to the four major pro leagues and many of the larger collegiate licensors, have declined over the years. Although their licensee lists remain lengthy, Major League Baseball, the National Football League, the National Basketball Association, the National Hockey League, and leading […]
Bankrolling Brand Extension
At the end of last month, Iconix Brand Group reported that it was selling The Sharper Image to ThreeSixty Group. The announcement offers a good opportunity to take a look at the recent activities of the major investment companies that have become such a strong presence in licensing, especially in the fashion, luxury, corporate brand, […]
Satisfying the Sneakerheads
Licensing in the athletic shoe segment is far more diverse than in the past, when sporting goods brands, athletes, fashion labels, and kids’ characters accounted for the bulk of activity. Over the past 10 to 15 years or so, the category has become more and more important for properties as diverse as musicians, celebrities, artists, […]