A handful of entertainment properties, especially in the sci fi and fantasy genres, feature well-developed languages used by characters from alien planets or fictional cultures. These languages sometimes make their way into content-based licensed products such as books and language-learning courses. A recent example occurred when HBO partnered with Living Languages last summer for Living […]
Archive | Licensing
Safety in Numbers
Retail buyers in the fashion category are offering their consumers something brand new—while at the same time alleviating their risk a bit—by creating limited-edition collections tied to groups of emerging designers or celebrities. The fact that the names are lesser known gives early-adopting consumers an opportunity to be the first to support a potential future […]
Feeling Good About Emojis
Not surprisingly, the emojis and emoticons that are so ubiquitous in social media, texting, and email are making their way into the physical world as a theme for a variety of consumer products. In the toy industry, Jakks introduced Emoji Bears, a line of plush bears that allow children to express their emotions by placing […]
Something’s Fishy
Fresh and frozen fish may not be the first thing that comes to mind when you think about licensing. But there have been several deals in this category over the years. Most recently, FremantleMedia Enterprises licensed the rights to The Deadliest Catch, a reality series airing on the Discovery Channel, to ShopHQ (now rebranded as […]
Wearables: Think Content, Not Just Devices
Most of the emphasis in the growing fitness tracker category, when it comes to licensing, has been on branding the devices. Fashion-related labels (such as Tory Burch and Swarovski) have brought a dash of design to the technology, while athletic brands (such as Skechers and Bally Total Fitness) have lent an element of performance, to […]
Embracing Offbeat Opportunities
When licensing executives walked the aisles of Toy Fair years ago, they would see products based on the top entertainment and character licenses at the booths of exhibitor after exhibitor across the show floor. Today, licensing activity in the toy category, even for the hottest licenses, tends to be consolidated with the master licensee and […]
Traveling to the Middle East
As is obvious to anyone who keeps up with the news, the Middle East remains a challenging territory for consumer products. Global property owners and manufacturers continue to enter the market or expand their operations there, however. In fact, there has been a burst of activity over the last six or so months. One area […]
Models and Intimates: Good Fit But Bad Business
In November, the news came that Australian model Elle Macpherson was splitting with her 25-year lingerie licensee Bendon, as she announced plans to move to the U.S. and continue Elle Macpherson Intimates and her other lingerie brands with a new, as-yet-unnamed manufacturer. Shortly thereafter, Heidi Klum added New Zealand-based Bendon to her roster of licensees, […]
At Work and At Play
Camouflage patterns and workwear brands—both associated with a rugged, outdoorsy positioning—are a good match, as a number of recent licensing deals attest: • In October of 2014, Realtree Camo and Wrangler Workwear came together for a work shirt featuring accents in Realtree’s Xtra Camo design. The shirt is meant to be rugged enough for work […]
Day of the Dead Lives As A Licensing Theme
A handful of properties featuring imagery associated with Dia de los Muertos (Day of the Dead), most with roots in the worlds of entertainment or art, have launched limited licensing programs. Properties such as the animated series Muertoons, created by actor Wilmer Valderrama and his WV Enterprises, focus mostly on the U.S. Hispanic consumer segment. […]