The governing bodies that oversee professional racing across a variety of vehicles and types, along with other racing-related properties, have been active on the consumer products front since the beginning of 2022. Many have signed new licensing deals (especially in gaming, toys, and collectibles), extended existing agreements, launched new product lines, retained new agents, and/or […]
Tag Archives | The Brand Liaison
Keeping Cool
Last week the news came out that Lifetime Brands would be launching a licensed home goods program based on its BUILT brand of insulated lunch bags, soft coolers, hydration bottles and tumblers, food storage products, and travel accessories, with agency The Brand Liaison assisting it in that effort. Target categories include kitchen textiles, outdoor and […]
One for the Books
Self-published authors have historically not been sought-after by manufacturers and retailers looking for licensed IP to feature on their products. But things have changed. Self-published authors can generate significant sales and awareness levels publishing independently online, catching the attention of consumers and eventually potential licensees. In addition, manufacturers and other partners are increasingly comfortable working […]
Design on Demand
The increasingly important role of print on demand in art licensing was one of the topics discussed in the “Spotlight: Art Licensing” session at Licensing University in late August. Licensing U was produced by Licensing International and took place alongside Licensing Expo Virtual. Print-on-demand platforms have had an ever greater impact as the technology has […]
To Market, To Market
Licensors, brand owners, and retailers are starting to view online marketplaces as viable partners for a variety of collaborative ventures. In these digital “malls,” vendors small and large operate independent boutiques side by side, creating a one-stop destination for the buyers and attracting higher traffic for the sellers. The configurations of marketers’ relationships with these […]
Influencing the Craft Category
Social media influencers specializing in handmade crafting and inspiration have, not surprisingly, had a growing presence in the licensing business. They mostly maintain a tight focus on crafting supplies, although some have extended into a few adjacent categories as well. Examples include: Lauren Riihimaki, or LaurDIY. Key licensees, brokered by The Brand Liaison, include Plaid […]
A Good Hair Day
Celebrity hairstylists, through a variety of collaborations and brand-extension initiatives, have gotten out of the salon and onto retail shelves over the past couple of years: Rita Hazan, who already has a range of hair care products in place at HSN and Sephora, retained The Brand Liaison last month as her licensing agent for further […]
A Branded Property Paints a Thousand Words
Rather than doing business under their own names, as is traditional, a growing number of artists are creating separate brand names to identify their work and serve as the centerpoint for their licensing activities: Mexican artist Juan de Lascurain, represented by RJM Licensing, uses the Dream Big World brand as the umbrella for his colorful […]
Watching Women’s Sports
Sales of licensed products tied to women’s pro sports have always been a fraction of what men’s leagues, teams, players associations, and events bring in. That remains true today. But there have been signals over the past couple of years that this still-small sector may be poised for expansion: In November, the NFL Players Association, […]
A Pattern of Outbound Licensing
A smattering of sweater brands have been expanding their outbound licensing programs, taking their distinctive patterns and graphics into adjacent categories and into new territories. Marius, known for its classic Norwegian sweaters featuring horizontal geometric stripes incorporating snowflakes and reindeer, has more than 25 licensees on board in Norway, covering everything from watches to postcards […]