Lifestyle collaborations involving adult-skewing TV properties featuring a strong sense of place and time, from The Good Wife to Downton Abbey, have long had a presence in the licensing business and at retail. Over the years, the technique has evolved from occasional one-off collections to broader programs covering a variety of categories, with multiple drops […]
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Developing Future Generations of Foodies
Licensing is playing an ever-greater role in the children’s cooking activity kit segment, with a number of new licensed products coming on the market recently. They range from toy playsets to science kits to cooking kits for use in making real food. Some are available at retail and others through a subscription model. Here is […]
New Cooks in the Kitchen
As more actors and actresses dip their toes into the foodie space with cookbooks, food-based TV series, and other related content, they are increasingly lending their names, or their proprietary brands, to products for the kitchen, namely cookware and appliances. At least four such partnerships have launched or expanded in the last year: Stanley Tucci […]
A Budding Celebrity Sector
Celebrity floral designers are frequent collaborators with floral delivery services, local florists, subscription floral boxes, and the like. Recently, a few have started to expand their scope of collaboration slightly by pairing with non-floral-specialist brands or retailers, sometimes even extending into categories beyond flowers, albeit mostly still with a close connection to their core area […]
Prime of Life
The presence of mature women in the licensing and collaboration landscape has been growing over the past several years. While they still account for just a sliver of celebrity licensing activity overall, women of a certain age, who historically were forgotten when it came to product partnerships, are increasingly accepted and embraced by marketers. These […]
A Golden Age for the Golden Years
There was a time not long ago when it was rare to see licensing or collaboration agreements featuring celebrities aged 50-plus. When they have occurred, they have typically been geared toward consumers in the same age cohort. But things are changing. Recent partnerships have involved older celebrities who have become popular with young adult fans […]
Kids in the Kitchen
By Karen Raugust on September 20, 2021 in Character/Entertainment, Content, Design and content themes, Food/Beverage, Licensing
Kids’ cooking- and food-themed content continues to proliferate, including in the form of TV shows, social media content, cooking and baking competition shows, and spin-offs of existing children’s IP. Several of these properties have dipped their toes into licensing, consumer products, and promotions, to various degrees. Here’s a sampling of some of the properties and […]
Cooking Up Kitchen Collaborations
Most kitchen- and food-related housewares and appliance categories have experienced strong growth over the past year, thanks to consumers’ reenergized interest in cooking during the pandemic. Not surprisingly, a number of new and expanded licensed collections have come to light since the crisis began: This month, actress and talk show host Drew Barrymore and Walmart […]
Front and Center
Licensing has become a key marketing tool in the higher-end specialty store tier, even in shops that tend to focus mostly on private-label goods or products from established brands. Several such chains are currently demonstrating this fact by highlighting licensed collaborations, often devoting their front windows to these partnerships: J. Crew is touting its alliance […]