Over the past couple of years, fashion designers and celebrities — especially those with expertise in the home space — have been creating collaborative apparel, accessory, and tool collections specifically for gardeners. While the number of examples remains relatively low, the frequency is slowly growing. A few representative projects illustrate the trend: Most recently, British […]
Tag Archives | Martha Stewart
Beauty Can Be Fleeting
Some analysts and observers have been predicting the end of the celebrity beauty trend for several years, as the market has grown saturated with myriad examples of celebrity-owned, licensed, and collaborative brands. While predictions of the demise of the entire sector haven’t come to pass, as Rihanna, Jessica Alba, Serena Williams, Harry Styles, and dozens […]
Highlighting the Rogues and Scoundrels
Property owners in the realms of entertainment, sports, and celebrity licensing, on the hunt for ways to put new spins on their properties, are increasingly launching collections focused on villainous characters, both fictional and real: Disney was the pioneer in this technique, launching its Disney Villains brand many years ago and regularly offering products under […]
Sticking to the Knitting
British Olympic diving gold-medalist Tom Daley, who is known for his passion for knitting, signed a deal with Woolmark in October to become a brand ambassador for merino wool, with a line of signature knitting kits planned as part of the agreement. He becomes the latest of a handful of celebrities who have lent their […]
Good Buys
The home goods industry struggled in 2022 after the robust sales of the lockdown era, and most observers expect that trend to continue into 2023. But licensing has been a bright spot lately, and new licensing deals continue to be forged at a regular pace. One notable current trend—not surprising given consumers’ concerns about inflation […]
Prime of Life
The presence of mature women in the licensing and collaboration landscape has been growing over the past several years. While they still account for just a sliver of celebrity licensing activity overall, women of a certain age, who historically were forgotten when it came to product partnerships, are increasingly accepted and embraced by marketers. These […]
Checking In On Celebrity Cannabis Projects
Now that well over 100 celebrity cannabis brands (comprising both THC/marijuana and CBD/hemp) have come on the market, a number of lifestyle, entertainment, cannabis-business, and other publications regularly publish lists of the top-selling and/or highest-quality celebrity brands available. A look at nearly two dozen of these lists that have been published recently yields a large […]
Meal Time
This spring and summer, a number of chefs and other celebrities have introduced home goods collections centering on mealtimes, featuring products including cookware, tabletop items, kitchen storage, kitchen textiles, table linens, and the like. The new ranges, some produced in-house but most accomplished through licensing or collaboration, join a very crowded landscape in this category, […]
Flower Power
The fresh cut flower category, while still a relatively niche opportunity, has seen an increase in licensing activity over the years, with fashion and lifestyle designers among the property types that are most active in the space. Logically, most of those doing deals are either known for integrating floral patterns into their apparel and home […]
Talking Turkey
The U.S. holiday of Thanksgiving is one of the few celebration days throughout the year with relatively little licensing activity tied to it. It is a holiday centered on gratitude, food, and family, and not on extensive gift giving, costumes, decorating, or other more commercial endeavors. That said, there are a few opportunities tied to […]