A Little Pizzazz on the Pickleball Court

Pickleball, still relatively new on the scene as a mainstream participant sport, continues to grow in popularity with players of all ages. As a result, properties of nearly every type have lent their names, logos, and other assets to pickleball apparel, accessories, footwear, and especially paddles and paddle covers over the past few years. Recently, […]

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Medaling in Olympic Fashion

When the 2024 Summer Olympic Games open on July 26, national teams from around the world will be more fashion-forward than ever, as befitting the Games’ location in the fashion capital of Paris, France. A large number of fashion brands, from luxury labels to sportswear companies to streetwear brands, are pairing with national Olympic committees […]

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Grabbing a Slice of Licensed Product Sales

Earlier this month, Domino’s retained Brand Central as its agent for brand-extension licensing, joining a handful of other pizza restaurants with outbound licensing programs. Overall, relatively few of the leading players in this sector are actively involved in lending their names to retail foods and other consumer products, at least in a significant way. This […]

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Bringing Home (and Keeping) the Bacon

Over the last few years, licensed properties are increasingly playing a central role in programs that teach financial literacy to adults and children. The IPs are a way to not only raise awareness for these promotions, but to make the subject matter more accessible, interesting, and fun. Recent initiatives, mostly featuring characters or celebrities, take […]

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Welcome To Summer

Summer is here, and so are announcements of summer-specific licensed and collaborative products for use at the beach or pool (or in the back yard). These represent an evergreen category, with new offerings across an increasingly varied range of properties coming to light each year. But the IPs that make the most sense are those […]

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Former Executives Flying Solo

Almost a half dozen new licensing agencies have formed in the last few months, many headed by big names in the licensing business who have recently left corporate positions with major property owners. Each claims a distinct positioning within the market: Last week, Robert Marick, most recently head of consumer products at MGM Studios, a […]

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Maple Sugar Rush

New flavor trends that come into favor in restaurants and homes typically spur marketers to consider collaborations that bring brands associated with those flavors into new categories. Examples in recent years range from cereal and cinnamon to pickles, all of which have made their way into a variety of pairings, both logical and unexpected. Some […]

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