A search for Pokémon merchandise during a recent visit to Mall of America, in light of the Pokémon Go phenomenon, points to the challenges of capitalizing on a quick-rising trend. Just a handful of MOA’s 520-plus stores are currently highlighting Pokémon products, despite the abundance of visitors who were playing the game while walking the […]
Archive | Licensing
Stepping Out
With the 2016 Summer Olympic Games ongoing in Rio de Janeiro, it seems like a good time to take a look at the Brazilian footwear business, an active participant in licensing. Shoe companies frequently enter into short-term collaborations (and some longer-term deals) with Brazilian and global properties, both for products sold in Brazil and those […]
Characters and Causes
A handful of cause-related deals announced this summer, all involving licensed characters, are a reminder of the potential for entertainment to help change behavior in society while enhancing the visibility and reputation of the properties themselves: Disney Channel paired with Girl Scouts of the USA to feature Disney’s new Hispanic princess, Elena of Avalor, in […]
Faux-Leather Fashion
Fashion and celebrity labels are increasingly forging licensing deals for “vegan leather” handbags and footwear, in which the items look like leather but are made from substitutes such as microfibers or PVC plastic. A case in point: Just this week, the Carlos Falchi brand signed a deal with Accessory Headquarters (AHQ) for a handbag collection […]
One Potato, Two Potato
In May, Mr. Dee’s launched a line of Hidden Valley frozen potato sides, including Shredded Hash Browns, Southern Style Hash Browns, and Roasted Red Potatoes, under license from the Hidden Valley Food Products Company. This deal represents the latest of several in the frozen potato category, a small but growing slice of the licensed food […]
Brit Lit
Classic character properties with roots in British children’s literature have been expanding their licensing activities of late, mainly in their home market and largely with a focus on adult consumers. Many of the licensors are capitalizing on high-profile anniversaries and/or entertainment releases, while others are simply trading on retro appeal, especially for fans who grew […]
Beyond the Body Shop
Most of the attention surrounding automotive-related brand extension is focused on car brands, as well as brands and properties tied to auto racing. Less high profile are the chemicals and formulas that make the cars look good and drive well, some of which also are active in licensing: Turtle Wax is reentering the licensing business […]
Looking East
Japan has long been a source of children’s properties that have made their mark on the global licensing business, with examples ranging from Hello Kitty to Yo-Kai Watch to Pokémon, the last currently surging thanks to the hit mobile game Pokémon GO. More recently, kids’ entertainment properties from other countries in East and Southeast Asia […]
Sowing the Seeds
A handful of licensing deals involving vegetable, herb, or flower seeds—either alone or as part of a grow kit containing the seeds as well as pots, soil, instructions, recipes, and the like—shows the wide variety of property types that can fit comfortably within this category: Chefs. Jason Santos and his agent C3 Entertainment licensed Buzzy […]
Living On Through Licensing
Two decades ago, celebrity licensing skewed strongly toward merchandise tied to the estates of deceased musicians, actors, and athletes, rather than living personalities. The thinking was that estates were less risky; not only had the celebrity’s fame often stood the test of time, but there was no danger of bad behavior causing problems for licensees. […]