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. […]
Lending Star Power To Playthings
Celebrity licensing, which has become so prevalent in apparel, accessories, home décor, beauty, and other categories, has not touched the toy industry much to date, aside from the occasional endorsement deal or signature doll line. But the landscape is starting to change. More celebrities are not only lending their names to toy lines, but becoming […]
In And Out
Pop-up shops have become a frequent method for licensors to test products, forge a connection with fans, and spur coverage in traditional and digital media. In fact, the number of pop-up initiatives tied to licensed properties proliferated in 2014, especially in the second half of the year. The technique is being adopted broadly, across property […]
Properties From Unexpected Places
Homegrown properties represent ever-stronger competition for multinational licensors in territories around the world. This is true not only in well-established markets but in countries such as China, India, and Turkey, where licensing is newer. Even territories that are nowhere near the center of global licensing executives’ radar are starting to produce licensed properties for both […]
Back to the Beginning
A new wrinkle has been added to the well-established technique of sports-related cross-licensing, as today’s professional athletes are co-branded with their youthful selves. Last summer, NFL Players Inc., which handles licensing for the NFL Players Association, teamed with Pop Warner Little Scholars for a line of merchandise highlighting current players in their Pop Warner youth […]
Regional Restaurants’ Recipe For Success Includes Licensing
It seems as if there could not possibly be enough supermarket shelf space for all the restaurant-branded (and often licensed) foods and beverages already on the market or in the works. Yet the list of restaurant chains launching or expanding brand-extension licensing programs continues to lengthen. Naturally, given the crowded marketplace, the newer names appearing […]
Music Labels Tune In To Licensing
Licensing programs tied to music labels—as opposed to the musicians on their rosters—have been on the rise over the last year. In April of 2014, Def Jam Enterprises, the 30-year-old label founded by Russell Simmons, signed IMG Licensing and UniWorld Group, a marketing firm, to represent it in seeking licensing and marketing opportunities. The label […]