When we last wrote about face masks as a licensing opportunity, about a month ago, licensors’ and licensees’ activities in this space were almost purely charitable, with the products donated directly to healthcare workers. But manufacturers and IP owners have pivoted quickly to creating masks for consumers to purchase. There is still a charitable component—with […]
Archive | Licensing
School’s Out
By Karen Raugust on May 4, 2020 in Branding/marketing, Collegiate, COVID-19, Experiential licensing, Licensing
While the spread of the COVID-19 virus has created a long list of challenges and uncertainties for the licensing community, it has also given rise to some untapped opportunities for properties that are a good fit and can capitalize in a way that makes sense. One is to help fill the void for high school […]
To Promote, or Not To Promote
When the COVID-19 pandemic began, many companies put their plans on hold for product launches, marketing and media campaigns, publicity, and the like. But some have decided that an uninterrupted presence in consumers’ minds will help position them for success, or at least survival, once the peak of the crisis has passed. They have therefore […]
Sketches and Scribbles
Last week, Firefly Brand Management announced that it had signed on to represent professional doodler Todd Goldman for licensing representation. That follows on the heels of Striker Entertainment being retained by the Doodle Boy. It turns out that a long list of professional doodle artists from around the world promote their hand-drawn patterns and characters […]
Bright Spots in Dark Times
The COVID-19 lockdown has caused steep global sales declines for most consumer products over the last six weeks or so. The impact has been evident across a wide swath of product categories, with the key licensed sectors of apparel, footwear, and accessories particularly hard-hit. There have been some exceptions to the rule, of course, notably […]
Lending a Helping Hand
Many companies active in the global licensing and consumer products business are doing what they can to support medical professionals and consumers during the COVID-19 crisis. In addition to being the right thing to do, their efforts help keep some of their workers employed, utilize existing capacity and already-purchased materials, and give them a positive […]
Cover Your Mouth
After first saying cloth facemasks were not effective in preventing the spread of the COVID-19 virus, the U.S. Centers for Disease Control and Prevention (CDC) is now encouraging Americans to wear masks whenever they are in the presence of other people, outside of those with whom they are self-isolating. Governments in Europe and other parts […]
A Full-Court Press for Chinese Sportswear Firms
China continues to get back to business after the Covid-19 outbreak, which peaked in that country from mid-January through early to mid-March. As a result, the leading Chinese sportswear and footwear companies are still hopeful they can come out of a terrible first half with positive numbers for the year as a whole. Anta, the […]
Learning Through Travel
Before the COVID-19 pandemic put the travel industry on ice, the practice of pairing licenses with vacation travel services, cruise lines, and other travel-related businesses had been on a long upward trajectory. One sector within that broader trend, illustrated by a recently announced deal between Thrillest and Academic Travel Abroad, consists of packages that put […]
Taking Cereal in a New Direction
Since about 2018, cereal companies have been frequently forging inbound licensing deals or other forms of partnership with marketers of sweet snacks, from candy to cookies to ice cream. The result has been a proliferation of breakfast foods such as Nestlé Drumstick cereal from General Mills, Peeps cereal from Kellogg’s, and Hostess Twinkies cereal from […]