It wasn’t that long ago that a property associated with violence, swearing, and/or adult themes would be unlikely to find its way into the baby products category. But things have changed, as three recent deals illustrate:
• Blizzard Entertainment licensed Líllébaby for baby carriers made of a printed fabric inspired by Battle of Azeroth, the new expansion of the gaming franchise World of Warcraft.
• Marvel paired with KidsEmbrace for a combination booster car seat tied to the film Black Panther, with features such as cup holders resembling fists.
• Heavy metal band Pantera collaborated with Daphyls on an easy-fold stroller. (Several other metal, hard rock, and rap artists have licensed baby apparel with companies such as Kiditude.)
Although deals such as these are a departure from the historic norms of the licensing business, they make sense in today’s landscape. Parents of young children in 2018 continue to maintain their interests in videogaming, comic books, and other entertainment, and hope to bring their entire families into their chosen fandom. The World of Warcraft baby carrier even has a D-ring that the licensee says is perfect for attaching a badge to allow family cosplay at fan conventions.
A reminder that Raugust Communications’ monthly e-newsletter goes out tomorrow, Tuesday, September 18, 2018. The Licensing Topic of the Month examines how some licensing partners are taking the idea of the “fit” between property and product to new levels, while the Datapoint research spotlight focuses on licensing in the meal kit sector. Subscribe here if you do not yet receive this free publication.
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