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 […]
Tag Archives | Mattel
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 […]
Planes, Trains, and Automobiles
Car, motorcycle, and consumer truck brands represent one of the most significant areas of corporate licensing in terms of sales levels, with almost all mainstream brands having established programs in place. Other vehicle-related trademarks—from boat, train, and airplane brands to camper and commercial tractor-trailer labels—are in the mix as well. A handful of recent agency […]
Food Truck Feast
By Karen Raugust on October 21, 2021 in Character/Entertainment, Content, Design and content themes, Licensing, Toys/Games
Food trucks have become ubiquitous on street corners across the U.S. and in some other territories since at least the mid-2010s. As a result, they have emerged as a frequent element within children’s storytelling—including both food-centric and non-food-centric TV shows, books, games, and movies—as well as a common theme in kids’ consumer products, especially toys. […]
Raising the Barre
The news this week that ballet dancer Tiler Peck is pairing with sportswear label Stateside for a capsule collection is a reminder of the handful of ballet dancers who have entered into merchandise collaborations over the past few years. Now is an ideal time, as ballet-inspired fashion, sometimes dubbed “balletcore,” has been on trend since […]
The Numbers Are In
The toy industry is having a good year in 2021, as measured by the major public toy companies’ quarterly results to date. Some observers had thought industry growth would slow in 2021 after a significant bump in dollar sales in 2020, fueled by the need to keep families occupied during the COVID lockdowns. In addition, […]
Pride Collections for All
By Karen Raugust on May 24, 2021 in Demographic groups, Design and content themes, Diversity/Inclusion, Licensing, Politics/social movements
As we approach Pride Month, companies on the long and still-growing list of marketers celebrating LGBTQ+ Pride each June have been releasing their plans for this year. As always, these include a variety of typically rainbow-hued lifestyle collections for adults, with a focus on accessories, beauty, footwear, and especially apparel. One new wrinkle that has […]
Game Play
Three leading toy companies recently signed renewals of existing licensing deals tied to mainstream video game properties, or otherwise expanded their current assortments. This is a reminder of how the toy-licensing landscape has changed over time from almost entirely TV- and film-based to an environment where video games, one of today’s major leisure-time activities, play […]
Gig-Economy Opportunities
The use of so-called “gig economy” businesses, such as food-delivery providers, ride-hailing services, and online travel-rental marketplaces, has been increasing significantly over the past several years, with use of food-delivery brands growing even more exponentially during COVID-19. The rising popularity of this business model has led to a more competitive landscape and a need for […]
Signs of a Comeback
The last few months have brought news about the signing of several multi-faceted, multi-year toy deals, both in the U.S. and globally, many involving well-established properties: Spin Master joined the Wizarding World through a deal with Warner Bros. Consumer Products, with plans to produce playthings tied to the Harry Potter and Fantastic Beasts franchises. Merchandise […]