There are times when the only practical way for licensors to capitalize on an up-and-coming new category is to add it to an existing licensing agreement, rather than signing a new deal: Compressed timeframes. When a category becomes hot quickly—even if it is likely to burn out just as fast—licensors want to jump in, both […]
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A Shave and a Haircut
Licensed products have been slowly growing as a presence in the men’s shaving and grooming industry over the past four to five years, although they still represent a small slice of the business. Examples are diverse, ranging from entertainment/character properties (such as Popeye and Turner Classic Movies, both with Razor MD) to celebrities (Carmelo Anthony […]