Worth Their Weight

Licensed merchandise and content designed to reduce stress and anxiety have been on the upswing, from mindfulness content (e.g., Headspace’s Sesame Street video shorts) to role-play costumes designed to explore emotions (e.g., Fun World’s new Ninja Life Hacks range). While the pandemic certainly heightened the desire for goods such as these, the trend was ongoing pre-COVID.

One slice of the anti-anxiety pie that has been a focal point for licensing deals and collaborations of late: weighted blankets and plush. These products are positioned as having a comforting effect on adults and children, alleviating stress and promoting sleep.

Here are some of the marketers in this space who have entered into partnerships with licensed IP:

• Gravity, billed as the original consumer-targeted weighted blanket brand, has collaborated with designer Ron Chereskin and his Modernist label, as well as the sleep app Calm, on ranges of products. The company also created a blanket in the form of an Original Pan Pizza with Pizza Hut. Meanwhile, Gravity has forged promotional tie-ins with the likes of ReCOVER and Eight Sleep.
• Trade Linker International, a home textiles company, included plush weighted blankets among the comforter sets, blankets, throws, sheet sets, pillowcases, and separates it offers under a licensing deal with Kathy Ireland Worldwide.
• Direct-to-consumer brand Bearaby teamed with The Hyppo, a marketer of gourmet fresh-fruit ice pops, for limited-edition, sustainable, weighted blankets. The knitted products, called Napsicles, were billed as promoting “joyful calm” during the pandemic, and each was bundled with six ice pops. Bearaby also collaborated with West Elm for two styles, one in velvet and one in Tencel rayon made from cellulose fibers, each offered in a variety of shades and weights.
• Etsy paired with fashion designer Tan France, known from his starring role on Queer Eye, to curate a collection of products for the home, created by 13 Etsy makers. It included weighted blankets as well as items such as mugs and scented candles.
• Disney Stores introduced a range of weighted plush across several of Disney’s classic and film properties, including Mickey and Minnie, Pooh and Eeyore, Stitch from Lilo and Stitch, and Meeko from Pocahontas.
• Jay Franco & Sons has offered weighted blankets for several of the properties for which it makes licensed bedding. They include Star Wars, Fortnite, Minecraft, Marvel’s Avengers, Disney Frozen, and Monster Jam. Some come in a set consisting of a blanket and a Pillow Buddy.

As noted, weighted blankets are just one component of a broader array of products, content, and services in the anti-anxiety and stress-reduction space. If you are interested in this segment, see our coverage of sleep aids, meditation and mindfulness apps, self care, ASMR, and general mental health messaging and supports.

Raugust Communications’ monthly e-newsletter is set for publication tomorrow, June 15, 2021. The Licensing Topic of the Month looks at supply chain issues affecting the licensing business, while the Datapoint research spotlight delves into one aspect of pet product licensing. If you do not yet receive this free monthly e-publication, you can subscribe here.