Most of the attention when it comes to licensed properties with digital origins—e.g., downloading, streaming, social media—has historically been on influencers, entertainment properties, and games. Add to that list a growing number of brands associated with distribution platforms and lifestyle destinations, which have been proliferating in the licensing and experiential arenas since early 2017.
Among the recent examples:
- Wikipedia teamed with Advisory Board Crystals, a fashion label in Los Angeles, for a streetwear collaboration with product designs intended to reflect the visual and informational sensibility of the brand. Royalties go to the Wikimedia Foundation, the nonprofit owner of Wikipedia.
- Bustle Digital Group paired with FlavorPill for a series of Bustle events, marking the first foray into experiential initiatives for this content platform, which is focused on millennial women. The event is aimed at bringing the brand’s content to life, with activities ranging from retro roller skating to group meditation. The first event, in Brooklyn’s Prospect Park in August, featured a headline concert by Janelle Monae.
- Refinery29, another digital media company for young women, announced the launch of a licensing program last month with its new agent, IMG. Categories under consideration include apparel and accessories, home goods, health and beauty, and office supplies. Refinery29 also has an experiential tour under the 29Rooms moniker.
A wide and expanding pool of internet-origin brands have generated strong awareness within their target customer base and developed a distinctive brand positioning. That suggests that we will see more such properties extend their names into consumer products and experiences as they look to create additional revenue streams, build exposure to new consumers, and cement loyalty among existing fans.
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