Properties of all types have gotten into the face covering game in a big way since just after the start of the pandemic, with cloth masks, gaiters, balaclavas, and other protective facewear quickly becoming a standard category for licensing. Meanwhile, the pandemic has also given rise to other new opportunities related to avoiding the COVID-19 virus. While nowhere near as ubiquitous as face coverings, licensors are starting to enter some of these arenas:
- Hand sanitizer. Spin Master licensed Rose Paige Distribution for Bakugan-branded hand sanitizer, while Crayola teamed with C+A Global for a line of four tinted sanitizers—forest green, blue bell, golden yellow, and razzmatazz red—in crayon-inspired 2-ounce bottles that come in three pack sizes. Larger bottles are also being introduced. The American Red Cross, represented by Seltzer Licensing Group, also offers hand sanitizers; that launch predated the pandemic.
- Antibacterial and disinfecting wipes. Church & Dwight and its agency Brandgenuity debuted a line of Arm & Hammer Essentials disinfecting wipes, as an extension of its existing licensing deal with CR Brands. CR launched an Arm & Hammer fruit and vegetable wash in early 2019 and also offers a garbage disposal cleaner. Spin Master’s deal with Rose Paige for Bakugan also included antibacterial wipes, while the American Red Cross continues to offer disinfecting wipes, as it did before the crisis.
- Desk shields. Crayola paired with The Beistle Company, a party goods, educational supply, and premium marketer, for two three-sided desk shields—in color-your-own and carry-with-you versions—that students can personalize and use as a protective barrier at school and elsewhere. The products are sold online through Amazon and ColorYourShield.com. Beistle also sells Crayola face coverings, as well as other Crayola party and school supplies.
- Social distancing kits. One Animation licensed Brampton Nameplate, a Canadian printer, for Oddbods “social support devices” including social distancing kits, stickers, and printed materials to help children learn about and remember spacing and one-way traffic rules, so they can maintain distancing in schools, nurseries, hospitals, and other closed environments. The deal also includes face masks and visors.
New ideas to protect consumers from the coronavirus continue to emerge, from long-handled distancing-friendly Halloween bags to a device that allegedly allows birthday candles to be blown out safely. Some of these, along with other products not yet envisioned, may have potential for licensing in the future as the pandemic endures. Beyond that, consumers’ heightened awareness of the possibility of future pandemics could give some of these new categories life even after the world conquers the current health crisis.
See also our coverage of COVID-specific potential licensing opportunities in the apparel and accessories industries here.