Some consumers—a growing, albeit still small, number—are considering alternatives to gas-guzzling cars as a means of getting to work. As a result, relevant corporate licensors have been taking a closer look at commuter scooters as a potential brand-extension category. This segment includes high-end and street-legal vehicles such as foot-powered kick scooters, Segway-like personal transportation, electric […]
Flipping for Pancakes
By Karen Raugust on December 6, 2018 in Character/Entertainment, Food/Beverage, Licensing, Promotion
Licensors are looking beyond yogurt shops, donut bakeries, and hamburger chains for character and entertainment tie-in partners in the QSR and restaurant world. Pancake houses seem to be a preferred destination in 2018: Universal Partnerships & Licensing, Illumination, and Dr. Seuss Enterprises paired with IHOP for Grinch-themed pancakes, French toast, omelets, and hot chocolate to […]
Revisiting the ‘90s
By Karen Raugust on December 3, 2018 in Branding/marketing, Demographic groups, Design and content themes, Licensing
Licensing initiatives targeting the millennial market frequently highlight styles and themes from the 1990s. The strategy makes sense when you consider that millennials, born from 1981 to 1996 and currently between 22 and 37 years old, spent their childhood and/or teen years in that decade and often have fond memories. It follows that marketers’ inclination […]
Model Citizens
Fashion models have inspired licensing and merchandising programs going back at least to Twiggy in the 1960s. Since then, social media, reality television, and other modes of publicity have come to the fore. As a result, today’s consumers not only know more models’ names and faces, but are also familiar with their likes, dislikes, hobbies, […]
Expect the Unexpected
A handful of deals announced this fall have put licensed properties into new and unexpected places: Kathy Ireland licensed Gander Group for a line of products sold exclusively through casinos in North America. The merchandise includes a range of home goods (indoor and outdoor), including kitchen accessories under the Chef Andre Sunday Dinner Presented by […]
Getting Off To A Slow Start
New ventures involving the growing e-sports industry are announced on a daily basis. E-sports stadiums are being built, such as the world’s largest to date in Arlington, Texas, opening this month. Musicians and other celebrities such as Drake, Imagine Dragons, and Michael Jordan are investing in teams and leagues. Sports leagues, governing bodies, teams, colleges, […]
Holiday Cheer
With Black Friday coming up next week, it seems like a good time to take a look at what’s up with some of the key Christmas-themed licenses whose annual prime time is just beginning. These evergreen properties expand their reach each year, increasingly extending well beyond traditional holiday-centric categories. A few recent examples: • Universal […]
The Company They Keep
A number of recent collaborations touching lifestyle categories such as apparel, footwear, and cosmetics have highlighted capsule collections inspired or designed by groups of celebrities. The initiatives, which integrate anywhere from three to six personalities simultaneously, tend to be mainly promotional in nature, but have a merchandise component as well. In recent months: Adidas premiered […]
Playing to the Preschool Crowd
By Karen Raugust on November 8, 2018 in Character/Entertainment, Demographic groups, Experiential licensing, Licensing
The landscape of experiential licensing and promotions has diversified over the years, with licensors now highlighting their properties through signature hotels, escape room themes, blood drives, and much more, depending on the brand image and/or content associated with the IP. But when it comes to creating experiences for the preschool set, property owners tend to […]
A Good Hair Day
Celebrity hairstylists, through a variety of collaborations and brand-extension initiatives, have gotten out of the salon and onto retail shelves over the past couple of years: Rita Hazan, who already has a range of hair care products in place at HSN and Sephora, retained The Brand Liaison last month as her licensing agent for further […]