Celebrities, designers, and other properties from Korea are increasingly influential in U.S. pop culture, and several are making their mark in consumer products as well: K-pop. Last month, Hot Topic announced it would carry a collection of t-shirts for BTS’s Wings Tour, the latest addition to its roster of K-pop merchandise. In addition to BTS, […]
Archive | Licensing
Sweet Spot
Chocolate candy brands such as Hershey, M&Ms, and Godiva are known for their extensions (through licensing or ingredient sales) into compatible food categories such as coffee, ice cream, liqueurs, and the like. Meanwhile, candy-based properties outside the chocolate segment also have licensing programs that include complementary foods. In fact, the non-chocolate candy sector has been […]
Saving the Earth Through Fashion
Fashion labels’ use of synthetic fibers created from recycled plastic bottles continues to grow, including some licensed examples. Among the recent eco-friendly apparel, accessories, and footwear initiatives of this type, industry-wide: Gant paired with Seaqual, a company that makes polyester thread from plastics harvested from the ocean. They are producing a line of shirts for […]
Collecting in Style
Thanks to the pioneering efforts of companies such as Funko with its Pop! brand, Kidrobot, and Lego with its minifigures, it has become commonplace in the toy industry for licensed properties to take on the stylized look of the licensee’s brand. The trend affects not only the adult-skewing collectible portion of the market, but also […]
Going to the Gym
Intellectual property owners are increasingly looking at gyms and fitness regimens as a viable experiential category, as several recent deals around the world illustrate: Tim McGraw is partnering with Snap Fitness for a chain of gyms in the U.S. called Tru Mav Signature Clubs. The name is short for “true maverick,” and the centers will […]
On the Road
Recent deals involving Elle magazine, Star Wars, and designer Inès de la Fressange, among others, serve as a reminder of the strong marriage between special-edition automobiles and licensed properties of all types: • Entertainment. In December, Nissan released a series of seven concept cars tied to Star Wars: The Last Jedi, each inspired by a […]
Moveable Feasts
After a bit of a lull in activity, March 2018 has brought a number of new ventures involving licensed properties and meal kits: Marley Kitchen, a brand launched by the Bob Marley estate, paired with meal-delivery company Chef’d for a co-branded collection of Caribbean-inspired meals based on recipes provided by members of the family (three […]
Q&A About TRU
Toys ‘R’ Us announced last week that it would shut all 735 of its U.S. stores under the TRU and Babies ‘R’ Us banners, after declaring bankruptcy last fall and subsequently posting poor holiday results. This move raised a number of key questions for toy companies, retailers, analysts, and licensing executives. Question 1: What happened? […]
Suiting Up
A trend in celebrity and sports licensing over the past several years has consisted of current and former pro athletes from the four major U.S. sports leagues individually introducing their personal brands into higher-end menswear and underwear programs. Athletes from outside the four major leagues, some active and some retired, are following suit, both globally […]
The Universal Allure of Unicorns
Unicorns have always been a theme in merchandise and entertainment, especially for kids, but they are certainly experiencing a moment in the spotlight for all ages these days. The magical creatures appear in association with all kinds of products and promotions: Starbucks’ offered Unicorn Frappuccino, while Kellogg’s is releasing Froot Loops-like Unicorn Cereal; cosmetics company […]