Marketers Seek Artistry in Promotion

A number of artists recently have raised their profiles by participating in promotions that support consumer products and entertainment ventures. For marketers—which have initiated most of these partnerships—bringing in an outside artist or artists is an opportunity to give fans a fresh perspective on their brand or property and generate buzz in the media. For […]

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The Rise of Social Shopping

Licensors and licensees are starting to experiment with social commerce—which fuses online shopping and social media—as a new opportunity for merchandise sales: HarperCollins is currently working with Twitter Commerce on a 35%-off promotion for the hardcover movie tie-in edition of Insurgent. The publisher and Twitter are both tweeting about the offer, targeting users who are […]

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Fake Languages, Real Licensed Content

A handful of entertainment properties, especially in the sci fi and fantasy genres, feature well-developed languages used by characters from alien planets or fictional cultures. These languages sometimes make their way into content-based licensed products such as books and language-learning courses. A recent example occurred when HBO partnered with Living Languages last summer for Living […]

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Safety in Numbers

Retail buyers in the fashion category are offering their consumers something brand new—while at the same time alleviating their risk a bit—by creating limited-edition collections tied to groups of emerging designers or celebrities. The fact that the names are lesser known gives early-adopting consumers an opportunity to be the first to support a potential future […]

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Feeling Good About Emojis

Not surprisingly, the emojis and emoticons that are so ubiquitous in social media, texting, and email are making their way into the physical world as a theme for a variety of consumer products. In the toy industry, Jakks introduced Emoji Bears, a line of plush bears that allow children to express their emotions by placing […]

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Something’s Fishy

Fresh and frozen fish may not be the first thing that comes to mind when you think about licensing. But there have been several deals in this category over the years. Most recently, FremantleMedia Enterprises licensed the rights to The Deadliest Catch, a reality series airing on the Discovery Channel, to ShopHQ (now rebranded as […]

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Embracing Offbeat Opportunities

When licensing executives walked the aisles of Toy Fair years ago, they would see products based on the top entertainment and character licenses at the booths of exhibitor after exhibitor across the show floor. Today, licensing activity in the toy category, even for the hottest licenses, tends to be consolidated with the master licensee and […]

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Traveling to the Middle East

As is obvious to anyone who keeps up with the news, the Middle East remains a challenging territory for consumer products. Global property owners and manufacturers continue to enter the market or expand their operations there, however. In fact, there has been a burst of activity over the last six or so months. One area […]

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Models and Intimates: Good Fit But Bad Business

In November, the news came that Australian model Elle Macpherson was splitting with her 25-year lingerie licensee Bendon, as she announced plans to move to the U.S. and continue Elle Macpherson Intimates and her other lingerie brands with a new, as-yet-unnamed manufacturer. Shortly thereafter, Heidi Klum added New Zealand-based Bendon to her roster of licensees, […]

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