Rocking Sustainability

A wide range of licensors have begun incorporating sustainable elements into their licensed products and collaborative collections—or are at least considering doing so—especially when it comes to fashion. Musicians represent one of the groups with a relatively long track record in this segment and, like other IP owners, their focus on sustainability has been on […]

Continue Reading

Pet Projects

The pet category has long been an active one for licensing deals and collaborations in the U.S., and new agreements are still being announced regularly, despite the crowded landscape. Recently, there has been a burst of activity outside the U.S., with new partnerships coming to light in the last several months across the globe: In […]

Continue Reading

Celebrities Crave QSR Tie-Ins

For quick-service restaurants, the past six months have represented somewhat of a golden age of celebrity tie-ins, as more and more athletes, musicians, influencers, and gamers have entered into promotional partnerships with fast food restaurants. Each initiative is unique, with some skewing toward the endorsement end of the spectrum, some being meal-centric, and others highlighting […]

Continue Reading

Collaborations Honor Black History

Black History Month in February of each year has not traditionally maintained as high a profile within the consumer product and collaboration space as Hispanic Heritage Month, which takes place in September and October and has increasingly been seen as a time for licensors and their partners to create themed collections. IP owners and brands […]

Continue Reading

Welcome to the Year of the Ox

Tomorrow (February 12) marks the start of the Lunar New Year. As brands increasingly mark this occasion with collections of products—especially in China and other parts of Asia, but in other regions as well—some look to the year’s Chinese zodiac symbol for inspiration. This creates opportunities for licensed properties that happen to be associated with […]

Continue Reading

Beautiful Inside and Out

The beauty industry has been increasingly fostering a connection between consumers’ health and wellness and their outward appearance. As one component of that trend, more cosmetics, skincare, nailcare, and haircare marketers are adding ingestible supplements with specific formulations as part of their traditional lines of creams, powders, eye and lip color, and other items for […]

Continue Reading

Denim DTRs

In the last two weeks, three of the biggest names in blue jeans announced they had signed deals to extend their brands into new categories with the help of leading retailers. All of the agreements put a premium on sustainability: On January 29, Levi Strauss & Co. said it was partnering with Target to launch […]

Continue Reading

Poetry in Motion

Poetry seems to be having a moment in U.S. culture, especially after Amanda Gorman’s reading of her poem “The Hill We Climb,” to great acclaim, at the inauguration of U.S. President Joe Biden. Consumer products are part of the trend: Both Gorman, the first National Youth Poet Laureate of the U.S., and Yrsa Daley-Ward, an […]

Continue Reading

Fighting the Good Fight

Mixed martial arts (MMA) athletes have been actively entering into partnerships for apparel and other categories, or launching their own merchandise programs, in 2020 and 2021: Conor McGregor launched an apparel collaboration early this month with Roots of Fight, including t-shirts as well as a hoodie, a thermal shirt, and sweatpants. The collection was available […]

Continue Reading

Accessorizing with Tech

Properties of all types have extended their names and designs into mobile phone cases and other accessories for personal electronics. With the ubiquity of smartphones in daily life, such licensed products have become important means of social expression for consumers. Tech accessories have also taken their place as a fashion statement, and that fact was […]

Continue Reading