Licensing has become a key marketing tool in the higher-end specialty store tier, even in shops that tend to focus mostly on private-label goods or products from established brands. Several such chains are currently demonstrating this fact by highlighting licensed collaborations, often devoting their front windows to these partnerships: J. Crew is touting its alliance […]
Tag Archives | Disney
Creative Play
Makers of activity kits that have an educational slant are increasingly looking to add to their assortments by acquiring appropriate licenses. Three recent examples: Educational Insights, known for its Hot Dots and Hot Dots Jr. brands, among others, has secured the rights to the kids magazine Highlights for Children, following up on its deal with […]
The Expanding World of Character Collaborations
Collaborations between globally recognized cartoon characters and emerging and established fashion designers have become ubiquitous, with new examples arising weekly. Most of the activity to date has been in the key territories of North America, U.K. and Europe, Australia and New Zealand, and Japan. But the practice is starting to gain a foothold in some […]
Sponsorship, Storytelling, and Self-Expression
Two trends have emerged on the emoji-related licensing front. First, IP owners with sponsored emoji sets are starting to launch outbound licensing programs based on their unique designs. Second, emoji-based properties are extending into children’s publishing as they try to build story and characterization to supplement their inherent value as symbols of self-expression. Sponsored emojis […]
Share and Share Alike
One way to keep a licensing program alive over time is to regularly release new characters, storylines, or art styles that licensees can use to freshen their product assortment. Increasingly, licensors are enlisting their licensees in this effort by facilitating the sharing of licensee-developed assets for new merchandise collections in other categories. NBCUniversal partnered with […]
Spinning Some Tunes
Wherever there is a consumer trend, licensing will follow. The presence of licensed examples among the exclusive vinyl releases for Record Store Day, the 2016 edition of which took place on Saturday (April 17), illustrates this truism. Record Store Day was launched as a way to support independent stores that continue to offer new and […]
Licensors Eye Ethnic Fashion
More and more designers, and some character licensors, are including apparel and accessories specific to particular ethnicities or religions among their roster of products. These items include the likes of saris and salwar kameez worn by Indian women; hijabs, abayas, and burkas for Muslims; and kimonos and yukatas for Japanese women and girls. Designers have […]
Wearables as Playthings
Licensed wearable devices for children represent a small but growing sector of the toy, accessories, and electronics industries. Their positioning and functionality often differ somewhat from the typical adult-skewing licensed wearable; namely, they focus less on fitness and more on play. A few examples: Disney’s Playmation, a line of connected toys developed with Hasbro and […]
Stop and Smell the Clothes
More licensed products made of fabric are incorporating scent as a differentiator. In some cases, the pairing is purely for novelty appeal. The limited-edition, eight-piece Wildfox Resort 14 Barbie Dreamhouse capsule collection of apparel and accessories, debuting last November, included some items with a sunscreen or cotton candy scent that lasted through 10 to 12 […]