There was a time not long ago when it was rare to see licensing or collaboration agreements featuring celebrities aged 50-plus. When they have occurred, they have typically been geared toward consumers in the same age cohort. But things are changing. Recent partnerships have involved older celebrities who have become popular with young adult fans […]
Heart Beat
Since today is Valentine’s Day, it seems like a good time to note the importance of the holiday as a launch date for new licensed and collaborative products, as well as an occasion for holiday-specific limited editions, collaborations, and promotions involving licensed IP. This is especially true for initiatives involving products that traditionally serve as […]
Classics Changing Hands
Over the last couple of days, news has come to light about the oversight of three significant entertainment franchises changing or expected to change hands. The three situations, each of which is unique in its specifics, involve merchandising as well as other rights, and the goal, at least in part, is to refresh and rejuvenate […]
New Ways to Feather the Nest
Retailers of all types have been expanding their home assortments since shortly after the start of the pandemic. This is a logical move, as consumers have been doing more DIY projects; redecorating their nests to create comfortable sanctuaries; reconfiguring to accommodate home offices, schooling, and outdoor entertaining; and sometimes filling the blank slate of a […]
Tigers Burning Bright
Last year around this time, as the start of the Lunar New Year ushered in the Year of the Ox, we considered how some cartoon characters represent a good fit with the signs of the Chinese Zodiac. As such, they are ripe for fashion collaborations when their turn comes around every 12 years. We noted […]
State of the Art
Museums, from the V&A in London to MoMA in New York, have been involved in both inbound and outbound licensing for a long time, and several players have been entering and expanding their licensing activities at a fast pace over the last two years. Institutions including The Met, the Frank Lloyd Wright Foundation, Oxford University’s […]
Turning to the Pros
Since collegiate athletes earned the right to exploit their names, images, and likenesses (NIL) last July, many companies have materialized to guide them in this new pursuit. These organizations include individual and group licensing agents specializing in NIL, marketplaces that matchmake athletes with corporate partners, platforms to educate athletes on the dos and don’ts of […]
A Month for Mocktails
Each year, more consumers give “Dry January” a try, pledging to avoid alcoholic beverages for the month. Their reasons are varied: to start the new year on the right foot from a wellness perspective, to see how they feel when they drink less, or to cut calories as they begin a new diet. Many sober-curious […]
Eyes on the Sky
Interest in space-themed merchandise remains strong, thanks to a number of factors. In the past year, the inaugural commercial flights of the for-profit space tourism firms Blue Origin, SpaceX, and Virgin Galactic, along with frequent news about the International Space Station, have attracted attention. Since early 2020, there has been a pandemic-fueled increase in enthusiasm […]
Characters Help Kids Relax for the Vax
Demand for most of the COVID-specific licensed products that came on the market early in the pandemic—masks, hand sanitizer, distancing signage, and the like—has declined, even as the crisis continues to drag on. And there have been few new COVID-driven licensing deals forged of late. That said, new developments in the ever-changing COVID landscape offer […]