Licensing and collaboration deals involving mahjong sets are proliferating as the pastime continues to gain popularity beyond its home region of Asia, including in the U.S. market. The properties dipping their toes into the category are expanding beyond the art, lifestyle, and fashion labels that first gained a foothold and remain common partners. Meanwhile, the […]
Archive | Lifestyle
Getting All the Ducks in a Row
Rubber ducks, always around as playthings and symbols of positivity, playfulness, and simpler days, tend to see periodic surges in interest. This is one of those times. Although it is hard to say what specifically is driving this iteration of the trend, some of the manifestations include the current popularity of duck races to spur […]
Falling in Love with Romance Merchandise
IPs tied to romance books are expanding their footprint in the licensing business. Licensees and retailers, particularly bookstores, have been asking for merchandise to reach these books’ loyal and large fan bases. New partners for romance properties include a growing list of traditional licensing-business manufacturers and retailers, in addition to marketers of “bookish” merchandise. The […]
Spreading the Love for Butter-Themed Collabs
By Karen Raugust on March 12, 2026 in Design and content themes, Food/Beverage, Licensing, Lifestyle
Butter began catching on as a pop-culture phenomenon in the early 2020s, attracting significant mainstream notice in 2025 and remaining top of mind in early 2026. The trend manifests itself in many ways. Flavored butters (from truffle and miso to cinnamon-sugar), and butter boards for mixing and serving them, are everywhere online (hashtag #ButterTok). There […]
Cowboy Boot Collabs Are Riding High
Within the long-running western trend in fashion — sometimes called “cowboycore” — cowboy boots represent a niche that deserves a closer look. A steady stream of collaborations has come to light in this category of late, mostly limited editions, involving specialist cowboy boot marketers as well as broader footwear brands. Country singers have been particularly […]
Japandi Design: Wabi-Sabi Meets Hygge
By Karen Raugust on February 24, 2025 in Design and content themes, House and home, Licensing, Lifestyle
The concept of Japandi has been trending for at least a decade, mostly in the context of interior design focused on high-end homes and luxury hotels. The minimalist movement combines the Japanese practice of wabi-sabi, which is about slow living, simplicity, and contentment, with the complementary Scandinavian philosophy known by different names in each country but […]
Leaning to the Right
A handful of conservative women in the U.S. who are pundits or otherwise famously politically right-leaning have launched merchandise collections in the last year. Historically, such celebrities have been viewed as too controversial for most manufacturers and retailers who are aiming their goods at a mainstream market; a few initiatives, mostly limited-edition and targeted at […]
Hot and Steamy Spin-Offs
By Karen Raugust on January 9, 2025 in Design and content themes, House and home, Licensing, Lifestyle, Wellness
Sauna and public bath culture, historically important in places like Finland and Japan, is on the rise globally of late, including in the U.S., U.K., Australia, and China. Most researchers forecast annual growth rates for the global sauna and bath industry of between 3% and 6%, with the U.S. market pegged at the high end […]
Traveling in Style
Luggage and travel accessories partnerships have been a beneficiary of the travel industry recovery that has been ongoing since 2022. After a near-halt in new licensing and collaboration deals during the pandemic lockdowns, the category has become very active once again. Here are some of the deals, involving a variety of property types, that have […]
Asian Retailers Expand Reach
Retail chains from Japan and China that specialize in affordable, stylish merchandise, especially home goods, gifts, and stationery, are expanding quickly on a global scale. Known for their Asian design sensibility—which has become popular worldwide—they turn products over quickly to encourage return visits and give fans new surprises each time. They are often open to […]