Characters from TV, films, and gaming have increasingly been linked with racing—a high-profile sector within the licensing business these days—for promotional initiatives that, in some cases, include merchandise. Auto racing has been seeing growing interest from younger fans in recent years, and these collaborations serve to both take advantage of that fact and further the […]
Trying Snoafers On For Size
Hybrid sneakers are currently a hot footwear-industry niche. The trend is led by snoafers (sneakers combined with loafers), but also encompasses styles that integrate sneakers with pumps, sandals, Mary Janes, clogs, mules, and ballet flats. Licensed IPs, mostly high-end fashion labels, have been part of this movement for some time, typically as part of broader […]
Soju Raises Spirits Beyond South Korea
Soju, the national drink of South Korea, is growing in popularity outside of its home country, including in North America, as key brands gain wider distribution and the product becomes available more broadly at liquor stores and restaurants around the world. A light, refreshing, somewhat sweet, fermented and distilled spirit, soju ranges from about 10% […]
The Fine Art of Football
Soccer clubs around the world have been creating collaborative jerseys and fanwear by pairing with nonsports properties, including an expanding range and variety of licensed IPs, from musicians to anime. Their partners also increasingly include artists, as some recent examples illustrate: In May of this year, the Frida Kahlo brand and its German agent Bavaria Media Licensing announced […]
Crossover Events Age Down
By Karen Raugust on June 30, 2025 in Character/Entertainment, Content, Demographic groups, Licensing
In the character and entertainment world, crossover events pairing two different universes have long been regular occurrences in sectors such as comic books, superhero movies, and tween and adult sitcoms and dramas. This technique has historically been rare in the preschool and younger elementary-grade landscape, but that has changed in a big way in the […]
Sculpting a Niche in the Shapewear Space
Shapewear brands vary in their collaborative activity, with the category overall being a comparatively infrequent player in licensing and other forms of partnership. But there have been some pairings of note this year and last that demonstrate the viability of brand alliances in the sector. Some are traditional-style collaborations, while others veer more toward the […]
An Experience Steeped in Tradition
By Karen Raugust on June 23, 2025 in Character/Entertainment, Experiential licensing, Food/Beverage, Licensing
Afternoon teas got their start in the mid-19th century and have become a classic British custom, popular both with visitors, as a unique experience to remember from their trip, and with some local U.K. residents, as an occasional indulgence. The practice is also established in other countries, especially in Asia. Licensed versions of these experiences […]
Bringing the Bling to the Eyewear Category
Jewelry and eyewear have long been compatible products that come together through licensing and collaboration deals. Both fall into the realm of fashion accessories, and partnerships with like-minded companies help them fill out their offerings within that broader category. In addition, blinged out sunglasses and optical frames tend to be popular—with ups and downs over […]
Chefs Stir Up Streetwear Collabs
Celebrity chefs have occasionally lent their names and expertise to chef-related workwear, including chef’s coats, shirts, and shoes; these typically comprise pieces that are functional, comfortable, and protective, while also fashionable. More recently, as more chefs have built mainstream followings through their social media presences as well as their restaurants, cookbooks, and TV appearances, famous […]
Collaborations Worth Their Salt
Collaborations focused on infused salts, mostly limited editions, have been on the rise since about 2022. The products are both colorful and flavorful and are intended for use as cocktail rimmers, finishing salts for baked goods, and beyond. Most examples involve IPs that are closely tied to the food and beverage industry: Rokz, a maker […]