Auto racing has been a notable inspiration in the fashion industry for the last two and a half years, with experts crediting the launch of Ferrari’s first full fashion collection in June 2021 with jumpstarting the current popularity of the look. The trend has also been driven by the fact that sports influences in general, […]
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Intimate Relationships
It’s been more than a decade since Lovehoney paired with the book-and-film franchise Fifty Shades of Grey for a line of sexual wellness and sex-positivity products. This licensed product line is credited as the first in this sector—and one of the first product lines in the sector in general—to achieve mainstream success and awareness. Since […]
Joint Ventures
As more states legalize marijuana and THC for recreational use, following the federal legalization of hemp (and effectively CBD) in 2018, licensed properties continue to enter the cannabis space at a healthy pace. Collaborative products range from accessories and lifestyle goods to consumables such as beverages, snacks, and joints, with some containing the psychotropic (high-producing) […]
Corporate Culture
During and after the global recession that began in 2007, the trend in corporate licensing was for branded products to serve as key complements to the core business—true brand extension—rather than falling under the heading of awareness-generation. But the pendulum definitely seems to be swinging back these days, as marketers create merchandise that is primarily […]