The licensing program for The Barbie Movie, set for a July 21, 2023, release, has more than 100 merchandise licensees on board, alongside a bounty of promotional partnerships, and it comes with high expectations for success. It is reminiscent of movie licensing programs of yore, which routinely had long licensee lists, although those would have […]
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Is the Bubble Bursting on Hard Seltzer?
The hard seltzer category, which has been experiencing strong growth since 2018—and has been at the center of a number of collaborations and licensing deals—has started to show signs of leveling off. Alcoholic beverage industry analyst IWSR predicts the hard seltzer category will increase by 73% in the U.S. in 2021, a significant rate but […]
Spiked Seltzer Deals Bubble Up
Consumers in the U.S. purchased close to $1 billion in hard seltzer from March 7 to May 30, 2020, the first three months of the pandemic, compared to $1.5 billion for the whole of 2019, according to Nielsen. In the week ending June 6, the start of the summer season, hard seltzer sales—which have been […]