The social media platform TikTok, known for its very short-form mobile videos, particularly in the areas of comedy, talent showcases, and lip syncing, has quickly become popular among young consumers, especially teens. The app, introduced in China in 2012 and around the world in 2017, ranked as the seventh most downloaded app of the decade […]
Considering Keto
The ketogenic (keto) diet has been gaining traction for several years. But, until fairly recently, prepared foods and beverages billed as keto-friendly have mostly been the purview of specialty marketers, especially in the health food and natural products space. A key trend late last year and in 2020 has been the entry of more general-market […]
The Noble Art of Licensing
Much has been written about the plans of Harry, Duke of Sussex, and Meghan, Duchess of Sussex, to become financially independent. One step along the way has been a trademark application for the brand Sussex Royal in six categories (including clothing and printed matter), through the couple’s charitable foundation. Applications have been made in both […]
Help for Aches and Pains
Sports-related licensing deals and other ventures involving athletes and licensed sports IP are starting to proliferate in the emerging CBD category. Although each agreement is unique, any resulting products are apt to focus on addressing specific aches, pains, and injuries caused by sports or an active lifestyle. Some recent examples: • Former NFL Patriot Rob […]
Reversing the Taboo
Mental health has increasingly become a theme at the center of licensed product, content, and promotional initiatives. Some recent examples, mostly announced in late 2019 and early 2020, include: A gift line from Half Moon Bay tied to May the Thoughts Be With You, a property based on a book by the same name. The […]
Mobile AR Gaming Levels Up
Niantic’s Pokémon Go, the first hit augmented-reality mobile game, came out in July 2016. More than three years later, the game was still generating $1.4 billion in annual revenue, as of December 2019, according to SuperData. In fact, the title single-handedly drove 81% of the $1.7 billion in total revenues for all AR mobile games […]
Marketers Stoked About Skateboarder Collabs
Current and former pro skateboarders are desirable collaboration partners for apparel and footwear companies. This is especially true for marketers specializing in, or with a strong business in, streetwear and/or sneakers, and that includes the biggest players. Most of the efforts take the form of capsule collections. Some examples from the past year: Reebok released […]
Drink Up
Themed pop-up bars and clubs represent an up-and-coming form of experiential initiative. Recent examples include both enterprises that are officially licensed or otherwise tied to a licensed entertainment property and those that are unofficially inspired by licensed IP: The Plaza Hotel in New York oversaw a rebranding of The Rose Club, its noted jazz venue, […]
To Market, To Market
Licensors, brand owners, and retailers are starting to view online marketplaces as viable partners for a variety of collaborative ventures. In these digital “malls,” vendors small and large operate independent boutiques side by side, creating a one-stop destination for the buyers and attracting higher traffic for the sellers. The configurations of marketers’ relationships with these […]
Kicked to the Curb
A number of European football (soccer) clubs have been taking licensing, retail, and other rights in-house as their previous contracts with leading sports sponsors and licensees end: In the latest example, Italian club Inter Milan took retail and licensing rights back from Nike in November 2019. Chinese retailer Suning is the organization’s majority owner, which […]