A popular sub-segment within the e-sports licensing sector consists of cross-licensed apparel collections that bring together e-sports teams and anime properties. The audiences for the two types of IP dovetail nicely, and the anime characters help drive interest and purchase intent for the e-sports brands. This trend has been ongoing since at least 2019 and […]
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Finding Consumers Where They Work or Play
This past September, J.C. Penney paired with Warner Bros. Discovery Global Consumer Products to release women’s and men’s sweaters, dresses, shirts and tops, jackets, tote bags, and other apparel and accessories tied to the TV series Abbott Elementary. The collection was designed specifically for teachers, emphasizing comfort and affordability as well as a casual-but-professional style. […]
Advances in E-Sports Licensing
A number of trends in recent months have been moving the e-sports industry, including the licensing component, forward: Big sports licensees are doing deals. It was not that long ago that the first mainstream sports licensees joined e-sports specialists in doing deals with teams, leagues, and players. Since then, the floodgates seem to be opening. […]