Toward Gender Parity?

One of the predictions earlier this year, when collegiate athletes gained the ability to commercially exploit their names, images, and likenesses (NIL), was that the change would ultimately give female athletes as many opportunities as their male counterparts to generate revenue, something that hasn’t been true in professional sports to date. While it is still […]

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Gnome Décor

Gnomes have been an integral part of home décor, and popular culture in general, for decades, always an evergreen presence with waxing and waning popularity over time. Sales are currently in the midst of a long uptrend, with the latest resurgence ongoing since the mid-2010s. Google Trends, which measures interest based on the number of […]

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Binge-worthy Spin-offs

Streaming platforms are becoming increasingly active in the licensing and merchandising arena. Leading players are launching outbound licensing programs for properties in which they have an ownership stake, as well as, in some cases, those they represent on behalf of the IP owners whose content they stream: Netflix, credited as the first streamer to have […]

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Planes, Trains, and Automobiles

Car, motorcycle, and consumer truck brands represent one of the most significant areas of corporate licensing in terms of sales levels, with almost all mainstream brands having established programs in place. Other vehicle-related trademarks—from boat, train, and airplane brands to camper and commercial tractor-trailer labels—are in the mix as well. A handful of recent agency […]

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Food for Fans

While entertainment/character-based products for adults represent a relatively small part of the world of licensed food and beverages, several recent initiatives show that this type of pairing is alive and well in today’s licensing environment: In honor of the 50th anniversary of The Godfather, ViacomCBS Consumer Products partnered with Corleone Fine Italian Foods. Products under […]

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A Reality Check for Virtual Tokens

NFTs remain one of the hottest areas of interest in licensing, with announcements of deals across property types coming out daily. This month, however, a number of more negative news stories have popped up about NFT programs, including several involving licensed properties. NFTs remain an enticing, brand-new sector for IP owners to explore in their […]

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Talking Turkey

The U.S. holiday of Thanksgiving is one of the few celebration days throughout the year with relatively little licensing activity tied to it. It is a holiday centered on gratitude, food, and family, and not on extensive gift giving, costumes, decorating, or other more commercial endeavors. That said, there are a few opportunities tied to […]

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Out of the Fry Basket, Into the Fire

Forget about the chicken wars. Quick-service restaurant and retail food and beverage brands have recently been ordering up some tasty promotions and collaborations centering on a hot menu item: French fries. Some examples: In a widely reported pairing last week, Arby’s worked with craft distillery Tattersall to create a very limited run of two fry-flavored […]

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Preschool Pop Stars

The children’s audio sector has been expanding as parents look for engaging alternatives for their kids that do not involve a screen, and as more and more audio-centric projects have proven popular with young listeners. In addition to podcasts and dedicated audio devices and content, children’s music albums have also been on the rise, especially […]

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Taking a Shot at Pot

Athletes associated with the NBA have been active in the cannabis sector in the past few months. Sports properties have had a strong presence since partnerships with licensed IP began in this industry in earnest around 2015. The difference with these recent deals is that they focus on marijuana strains and related products rather than […]

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