Viva el Maquillaje

Latina singers have been in high demand for makeup collaborations of late, with at least three deals signed this year after several introductions in 2018 and 2019. These celebrities have an advantage in that they tend to attract a mainstream audience that includes ethnically and racially diverse consumers, something that increasingly appeals to cosmetics marketers […]

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Contemplating Kombucha

Brands of kombucha, a fermented, sweetened black or green tea, have been increasingly active as partners for collaboration, with a focus on limited-edition products, over the past three years. A pairing of the River Cottage cooking brand and Equinox Kombucha, announced in July, is one of the most recent examples. Alliances to date have featured […]

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A Sporting Chance

One of the main topics of conversation in licensing, almost since the pandemic began, has been whether and how contracts could be renegotiated to better share risk between licensors and licensees. The sports industry is one sector in which a number of contracts are currently being questioned, reconfigured, or discontinued in the wake of the […]

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Taking the Tiger by the Tail

Early in the pandemic, the Netflix documentary series The Tiger King became an immediate viral hit, spurring demand for plush, t-shirts, and other products with tiger themes—all unrelated to the show itself—on both traditional e-commerce and print-on-demand sites. The phenomenon led some in the licensing and consumer products business to predict that tigers would become […]

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Approaching the Starting Line

Organizing bodies overseeing global sports events are starting to look forward to when they can again host their tournaments and games—some as soon as 2021, they hope—and are jumpstarting their licensing efforts in preparation for that day. Here are some recent developments involving high-profile upcoming sports competitions: Rugby League World Cup 2021 is planning to […]

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Calm in the Storm

Meditation and mindfulness apps saw a spike in usage after the global pandemic hit. In the seven days beginning March 29, two weeks after the start of the lockdown in the U.S., downloads for such apps were up 25% from the weekly average in January and February, reaching 750,000 downloads, according to App Annie figures […]

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Clothing for the COVID Era

Populations around the world are slowly starting to test a post-COVID daily routine that involves some form of work, school, shopping, and leisure. But the reopening of society has shown that the coronavirus is still a threat, as illustrated by the recent spikes in the number of cases in the U.S. and some other countries. […]

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