Archive | Wellness

A 4/20 Focus on Health and Wellness

The interest among licensed property owners in cannabis-industry collaborations has waned slightly as the challenges of succeeding in this complex market have become evident. But, as the industry and its consumers celebrated the unofficial 4/20 holiday this weekend, celebrity brands and other licensed IP with a logical connection to the category continue to partner regularly […]

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The Skinny on Celebrities and Men’s Skincare

Last week it was announced that Dwayne “The Rock” Johnson was launching a skincare brand, adding his name to the fast-growing list of skincare lines tied to male actors, musicians, and other celebrities known for their accomplishments outside the beauty and wellness industry. The landscape is varied. Most of the celeb-connected lines, which range from […]

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Chefs Prep More Plant-Based Products

Chefs and food influencers, both vegan and meat-eating, have over the years participated in collaborative initiatives involving plant-based dishes, such as creating limited-time menus in colleagues’ vegan restaurants, introducing other chefs’ vegan menu items in their own restaurants, or participating in pop-up vegan dinner experiences. They have also slowly become more active in partnering with […]

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Bulking Up

Recently, a number of celebrities and brands have announced initiatives (licensed and otherwise) centered on heavy-duty strength-training and fitness equipment such as stationary bikes, treadmills, squat racks, weight benches, and barbells. Licensing deals occur fairly frequently in the fitness equipment space, but are typically focused on light-weight tools such as yoga mats, handheld dumbbells, ankle […]

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Making Room for ‘Shrooms

Over the past couple of years, mushrooms have been at the center of a growing list of collaborations focused on sustainable accessories and footwear, functional drinks, and plant-based proteins, as well as gaining popularity as a design element. Psychedelic mushroom-based products containing psilocybin or other hallucinogenic compounds have been at the center of collaborations as […]

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A Bundle of Energy Drinks

Celebrities—especially those known primarily as social media influencers—are increasingly hitting the energy drinks, both in their personal lives and through licensing deals, or other forms of partnership, with energy drink companies. Most of the collaborative products tend to be limited-edition, co-branded flavors rather than long-term lines. And some of the pairings take the form of […]

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Now Hear This: OTC Creates Opportunity

Hearing aids became available over the counter in the U.S. in October 2022, making them more accessible and lowering prices. The change has enticed consumer electronics companies including Bose and Sony, who see potential in the market and are entering the category alongside the traditional specialist marketers. A few collaborations are starting to emerge in […]

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Protein Powders To Satisfy A Sweet Tooth

Marketers of protein powders have been expanding their flavor assortments, especially on the sweet side of the spectrum, with SKUs such as chocolate lava cake, cookies and cream, blueberry cobbler, and banana nut bread proliferating in response to consumer demand. Small wonder that licensed brands connected to candy, cereal, cookies, donuts, soft drinks, and similar […]

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