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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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 […]
Cooking Up Kitchen Collaborations
Most kitchen- and food-related housewares and appliance categories have experienced strong growth over the past year, thanks to consumers’ reenergized interest in cooking during the pandemic. Not surprisingly, a number of new and expanded licensed collections have come to light since the crisis began: This month, actress and talk show host Drew Barrymore and Walmart […]
Crafting a New Future
Craft and hobby retailers, for the most part, have seen positive sales results during the pandemic, which has spurred consumers to try new DIY pastimes and/or renew their interest in past creative hobbies. Crafts and DIY activities had already been on the upswing for some time before the crisis began, thanks in part to the […]
Influencing the Craft Category
Social media influencers specializing in handmade crafting and inspiration have, not surprisingly, had a growing presence in the licensing business. They mostly maintain a tight focus on crafting supplies, although some have extended into a few adjacent categories as well. Examples include: Lauren Riihimaki, or LaurDIY. Key licensees, brokered by The Brand Liaison, include Plaid […]