Licensing executives are always looking to pair their properties or products with logical partners, in ways that are creative and new but also emphasize a commonality that provides a raison d’être for the collaboration. The shared characteristics might be common history, materials, interests, geography, or any number of other elements. One rationale that has popped […]
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A Double Dose of Sweetness
Two new candy-based soft drinks debuted in the first week of March 2024: Ring Pop soda from Bill’s Olde Fashioned Soda and Stardust Sparkling Ice drinks from Talking Rain. These are just the latest additions to a growing list of collaborations over the past five or so years that have brought some big names in […]
April Fool’s Day: PR or Peril?
Many consumer products marketers and IP owners were back with April Fool’s Day pranks in 2021, after a break last year due to the pandemic still being in its early weeks. Some examples of the trickery on April 1 last week were tied to current events, as when Wildbrain’s Teletubbies announced their own NFT, the […]
Experiences To Go
Organizers of location-based events are experimenting with new configurations to give their fans something of the original real-life experience in a safe way during the pandemic. Typically this has meant taking the event virtual in some form. But several marketers have gone the physical route recently, by boxing up real-life experiences and shipping them to […]
World Cup Couture
With the finals of the FIFA World Cup coming up this Sunday, pitting France against Croatia, it seems like a good time to look at the impact of the competition on the world of high fashion, officially licensed and otherwise. Here are some of the strategies involving fashion labels, designers, sports licensors, and retailers trying […]
Believing in the Beautiful Game
With the 2018 FIFA World Cup coming up this summer in Russia, it seems like a good time to take a look at the growing number of football-inspired lifestyle labels on the market, many of which are linked to licensing in some way. These are apparel and accessories brands that capture the sensibility of the […]
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 […]