Licensing initiatives targeting the millennial market frequently highlight styles and themes from the 1990s. The strategy makes sense when you consider that millennials, born from 1981 to 1996 and currently between 22 and 37 years old, spent their childhood and/or teen years in that decade and often have fond memories. It follows that marketers’ inclination […]
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A League of Their Own
The U.S. sports licensing landscape is expanding, incrementally, with the launch or expansion of new merchandise programs tied to professional sports leagues beyond the “big five” of the National Football League, Major League Baseball, National Basketball Association, National Hockey League, and Major League Soccer. Property owners—mostly brand-new leagues—that have recently introduced licensing and/or sponsorship initiatives […]