For many licensed brand owners, the instinct is to keep design work in-house. This is understandable, since internal creative teams already understand the brand, know the stakeholders, and are deeply familiar with the company’s priorities. In many cases, that structure works well for campaign development, digital marketing, … Read More
If you’re responsible for a licensed brand, you’re not managing a static set of brand assets. You’re managing how that brand shows up across multiple product categories, through multiple partners, often all at once. This where things get complicated. The brand itself may already be well established, but … Read More
A style guide is one of the most important tools a licensed brand owner provides to its partners. It defines how the brand shows up across categories, channels, and product types. But unlike a static brand guide, a licensing style guide is constantly under pressure. New categories … Read More
If you manage a licensed brand, you have likely experienced this firsthand. You develop a well-conceived packaging program. You define the communication hierarchy to perfection. You establish its standardization guidelines. You create templates of a variety of packaging configurations. You explain how the package design system functions. … Read More
When brand owners and marketers start looking for a packaging partner for their licensed brand, the instinct is often to focus on aesthetics. Does their work look good? Does it feel on-brand? Does it match the tone of the license? Those questions matter, but they’re not enough. Licensed product … Read More
Licensed toy and entertainment products don’t fail at retail because the brand lacks recognition. They fail because the packaging fails to behave like a system. Retail buyers see this often. A strong licensed toy or entertainment brand is presented to them with products that look great individually, … Read More
Breaking into the world of brand licensing can feel both exciting and overwhelming for a new entertainment property. There’s a rush to get products into the marketplace, meet fan interest, and build visibility. But before the first pitch deck is shared or the first licensee conversation begins, … Read More
Seasonal style guides are a crucial part of the brand licensing ecosystem. For entertainment properties, they serve as the bridge between storytelling and retail, taking beloved characters and translating them into timely, relevant, and commercially-effective seasonal campaigns. When executed well, a seasonal style guide goes beyond adding … Read More
Walk down any toy aisle and you’ll witness a silent competition: dozens of packages vying for a child’s attention, each one hoping to spark a moment of emotional connection strong enough to trigger the magic words:“I want that!” In today’s hyper-competitive retail environment, where kids are bombarded … Read More
A style guide is one of the most critical tools a toy or entertainment brand can develop when it’s ready to enter the world of brand licensing. A style guide ensures that licensed products across all categories are visually-consistent, licensee partners are working efficiently as they develop … Read More
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