Chocolate and gaming go well together, as indicated by the number of limited-edition chocolates featuring characters with roots in interactive gaming that have popped up in the last couple of years. The pairings make sense in that chocolate is a popular choice as a snack during gaming sessions, and the products’ collectibility mirrors an element […]
Purpose and Politics
Today is Martin Luther King Day in the U.S., and it takes place in a period of turmoil and divisiveness in the country regarding diversity, inclusion, and immigration, not to mention climate change, human rights, the first amendment, LGBTQ+ rights, mental health, homelessness, and other issues. This seems like a timely moment to take a […]
Fans See Good Hair Days Ahead
As more fans of pop-culture characters spend time creating sophisticated costumes to wear at conventions, fan fests, Halloween parties, or other get-togethers with like-minded friends, haircare brands have increasingly targeted cosplayers, professional and amateur, as a niche but loyal market for products such as hair paste and semi-permanent hair coloring. Licensing is increasingly coming into […]
Jazzing Up Home-Brewed Java
By Karen Raugust on January 12, 2026 in Celebrity, Character/Entertainment, Corporate brands, Food/Beverage, Licensing
Marketers of coffee creamers — including traditional, cold foam, and vegan offerings — have dramatically expanded their licensing and collaboration activities over the past five years or so. The trend began with food and beverage brands bringing their flavor profiles into the category. Collaborations with TV and other entertainment properties followed, resulting in products that […]
Clothing Labels Call on Cricket Players
In cricket-obsessed India, athletes known for their prowess on the pitch are increasingly pairing with fashion companies for capsule collections, brand ambassadorships (which can ultimately lead to capsules), or both. Examples of the growing number of partnerships arising in the last couple of years include the following: Skechers partnered with Mohammed Siraj in September 2025, […]
Long, But Not Forever
Over the holidays, the news came out that Paramount Consumer Products and its Teenage Mutant Ninja Turtles are parting ways with licensee Playmates when their current agreement expires at the end of 2026, closing the latter’s 38-year run as the property’s master toy partner. The end of the relationship is significant not only for the […]
Lighting The Winter Nights
By Karen Raugust on December 22, 2025 in Character/Entertainment, Experiential licensing, Holiday, Licensing
Winter light displays in Japan, of which there are many, are festive events meant as destinations to bring people together in the dark winter months and to put forth an aura of hope and magic. The practice began in a big way in the 1990s. The peak time period each year occurs during the Christmas […]
Going Bananas—and Plantains
The global plantain chip market is expected to expand at a compound annual growth rate of 5.51% from 2025 to 2032, after an increase of 5.27% in 2025, according to Research and Markets. The increase is driven by two main factors. First, the chips are a good fit with rising consumer demand for better-for-you snacks. […]
Licensing Business Heads to the Library
Property owners worldwide are increasingly putting libraries at the center of promotions, merchandise, or other initiatives. As the following examples show, each venture to date in this relatively untapped space has been unique in design, implementation, and objectives, but each involves a library, library system, or libraries in general as partner, location, and/or theme: Singapore’s […]
Westward Expansion
Western themes remain a key trend in fashion collaborations involving all sorts of properties, from entertainment IPs to celebrities to artists and beyond. As an example, food- and beverage-related brands, especially alcoholic beverages and restaurant chains, have been active in this space in 2025, with the collections being a way to highlight the corporate brands’ […]