Licensing has its cyclical ups and downs in every category, and it has been on a definite upswing over the past few years in the home goods sector. Recently, three high-profile celebrities have added their names to the list, each with extensive home goods programs or plans, with a focus on the kitchen. None has […]
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Country Club
A trio of country singers have recently announced consumer product initiatives that are significant both in terms of the breadth of the programs and the attention they have garnered: Last week, news arrived that Blake Shelton had partnered with Land’s End for a fall and holiday collection. The assortment includes apparel for men, women, and […]
Tempting Treats
Cereal marketers’ increasing tendency to extend their brands into other food categories was noted here more than two years ago, but the trend has continued to intensify since then. Sales of these licensors’ core cereal product spiked during the early pandemic, but have since leveled off, due to a number of factors. They range from […]
A Golden Age for the Golden Years
There was a time not long ago when it was rare to see licensing or collaboration agreements featuring celebrities aged 50-plus. When they have occurred, they have typically been geared toward consumers in the same age cohort. But things are changing. Recent partnerships have involved older celebrities who have become popular with young adult fans […]
Considering Keto
The ketogenic (keto) diet has been gaining traction for several years. But, until fairly recently, prepared foods and beverages billed as keto-friendly have mostly been the purview of specialty marketers, especially in the health food and natural products space. A key trend late last year and in 2020 has been the entry of more general-market […]