Pickleball, still relatively new on the scene as a mainstream participant sport, continues to grow in popularity with players of all ages. As a result, properties of nearly every type have lent their names, logos, and other assets to pickleball apparel, accessories, footwear, and especially paddles and paddle covers over the past few years. Recently, […]
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Welcome To Summer
Summer is here, and so are announcements of summer-specific licensed and collaborative products for use at the beach or pool (or in the back yard). These represent an evergreen category, with new offerings across an increasingly varied range of properties coming to light each year. But the IPs that make the most sense are those […]
Hoteliers Look to Licensing
Branded hotels had been an up-and-coming form of experiential licensing for at least five years prior to the start of the pandemic, and they are back, if the number of new deals and openings announced in the last year or so is any indication: Lagardère Group’s ELLE magazine brand opened its first hotel, in Paris, […]
Dogs Dressing Up
Several recent licensed pet lines have featured people-like clothing and accessories styles, almost making pets into “mini-mes” that mirror the fashion choices of either their owners or the property (e.g., a celebrity) on which the range is based. While pet lines typically capture the sensibility of the underlying property in their look and feel, these […]
Sweet Charity
One result of consumers’ growing demand for retailers and marketers to make a positive pro-social impact is that non-profit groups are assuming a higher profile in the licensing business, especially over the past two years. They have always had a presence, of course, both as licensors and as promotional partners, but their involvement is slowly […]
More Merch for Furry Family Members
Based on the continuous stream of new deals announced over the past several years, the pet industry would appear to be bursting at the seams with licensed products. But there always seems to be room for more properties in this category, driven by a vast landscape of consumer pet owners who are willing to spend […]
Celebrating Shared History
Collaboration partners across categories come together for a variety of reasons. One driver for the creation of collaborative collections that has been gradually gaining steam has been the partners’ shared history and/or geography: Red Wing Boot’s collaboration with Indian Motorcycle, marking the former’s first foray into motorcycle boots, played on the companies’ shared history. Both […]
Fashion x Fashion Collaboration
When it comes to lifestyle collaborations involving licensed properties, much of the attention is directed toward celebrity, character/entertainment, and sports brands that pair with fashion labels. But one of the most active areas of collaboration consists of partnerships between two different labels within the fashion industry. Among the examples introduced or announced in the last […]
Fine Fashion for Fans
Opportunities for manufacturers to enter the sports licensing business, at least when it comes to the four major pro leagues and many of the larger collegiate licensors, have declined over the years. Although their licensee lists remain lengthy, Major League Baseball, the National Football League, the National Basketball Association, the National Hockey League, and leading […]
More Sunscreen on the Horizon
A number of properties have entered the sunscreen category this year, and they are a diverse lot. For example: • Mandalay Bay resort and casino partnered with PakLab for a line of suncare products under the Bay Soleil brand. • eOne and Cancer Council Australia teamed for a line of Peppa Pig sunscreens that launched […]