From Kim Davis refusing to issue gay marriage licenses in Kentucky, to the transition of Bruce Jenner to Caitlyn, to Michael Sam becoming the first gay player in the NFL, themes and issues relating to the lesbian, gay, bisexual, and transgendered community have been in the news a lot lately.
That is starting to be true in the licensing business as well, as marketers launch licensed products and promotions that support or appeal to the LGBT community or are connected to LGBT celebrities.
Earlier this month, Kenneth Cole created a limited-edition tie to benefit the Human Rights Campaign’s LGBT equality program, sold through HRC’s stores and website. And a few weeks before that, a perfume company called Xyrena created a scent called Formula 3, inspired by Dalton Maldonado, a former high school basketball player in Kentucky. Maldonado, who wore the number 3, was bullied for being gay and gained fame when his teammates stood up for him during an on-court altercation. Proceeds go to You Can Play, a group that supports LGBT athletes.
Meanwhile, GapKids launched its line of girls’ apparel under Ellen DeGeneres’s ED brand in August. The merchandise integrates elements such as design icons and customization to promote individuality and acceptance. The products are not LGBT-specific, but they are tied to one of the first high-profile openly gay celebrities. A collaboration like this certainly would not have been possible at the time DeGeneres came out in 1997.
A few properties with LGBT themes have inspired limited licensing programs over the years. In the mid- and late 2000s, for example, Showtime’s The L Word spurred products such as lipstick and board games, and Bravo’s Queer Eye for the Straight Guy and its stars were involved in licensing as well.
But LGBT-friendly programs—all meant to appeal to general-market shoppers and not the LGBT market alone—are proliferating these days. That should continue as marketers and consumers alike become more tolerant and supportive of LGBT issues and themes.
Members of the Licensing Industry Merchandisers Association (LIMA) can now receive a 15% discount on RaugustReports Presents: 15 Licensing Super Trends for 2015 and Beyond. Contact Louise Caron (louise@licensing.org) for the discount code and more information.
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