Scary plush and plush-like characters from the worlds of video games and collectibles are currently having a moment in the licensing business. These properties do not represent a new phenomenon, but their number is currently ramping up, likely due in part to the popularity of the horror genre in general. Most are meant to appeal […]
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Digital Cooking Brands Turn Up the Heat
Digital-native cooking brands have been expanding their licensing activities in the last year. The properties tend to appeal to a young-adult demographic that needs accessible information and inspiration to prepare healthy and good-tasting meals. They have large and active fan bases across YouTube, Instagram, and other social channels, as well as on their own websites […]
Kid Stuff
At Toy Fair New York in February, one of the trends was the large number of influencers signing toy deals. Most of the celebrities associated with the products on display there were young adults whose content appealed to children or collectors. More recently, a raft of agency representation and toy-centric licensing agreements have been focused […]
Influencing Playtime
Influencers with large social media followings, especially on YouTube, have had a noticeable and growing presence at Toy Fair New York over the past few years. With some important exceptions, their role has been more about endorsements than products. Recently, however, there has been a spike in signature toy lines tied to influencers and their […]
Toy Testers Give Rave Reviews to Licensing
Kid influencers specializing in toy and children’s product reviews and unboxings via their own YouTube channels and other social media platforms have gained significant followings, with the top examples generating more than 10 billion views and amassing more than 10 million channel subscribers. Some “best of” lists name more than 100 different personalities playing in […]