Some of the largest IP owners in the world have extraordinarily talented creative teams. They know their brands intimately, understand their audiences and have access to creative resources that smaller organizations could only imagine. And yet, many of them still choose to outsource licensing design. I've always found … Read More
I've had several conversations with prospective clients lately that begin with essentially the same question: Do we need a brand book or a style guide? Sometimes they're asking for a brand book when what they're describing sounds much more like a licensing style guide. Other times, they need … Read More
When most people think about licensing style guides, they think about brand consistency. They're not wrong. A well-developed style guide should absolutely help licensees present a brand consistently across products, categories and retailers. But after spending nearly four decades developing style guides for licensed brands, I've come to believe … Read More
Brand licensing has always been about extending intellectual property into new categories, markets, and consumer experiences. What has changed in recent years is the role design plays in determining whether those extensions strengthen brand equity or dilute it. In today's licensing environment, design strategy is no longer … Read More
For years, packaging in the licensing industry was treated as a supporting asset. The focus was almost always on the property itself. If the character, entertainment franchise, sports brand, or lifestyle IP was strong enough, the thinking was simple: the product would sell. That mindset no longer … Read More
Designing packaging for a single brand is hard enough. Designing a system that accommodates dozens of licensed properties without losing clarity, consistency, or speed to market is where things get more complex. I’ve spent years working on package design systems like this for our toy industry clients. And, … Read More
In brand licensing, design isn't just fluff. It's leverage. When a brand releases a style guide, whether it is a core guide or a trend-driven capsule, it's making a statement to the market. It's telling potential partners who the brand is, how it shows up at retail, and … Read More
In the world of brand licensing, particularly in toys and entertainment, there’s a familiar temptation that shows up early and often. A moment that feels harmless but carries real risk. A licensee reviews your brand, gets excited, and says something like, “We know our category. Let us … Read More
Universal’s rollout of Wicked: For Good is a standout example of how powerful brand licensing becomes when it starts with story rather than product. By reframing the second film through a narrative lens and renaming it to reflect the emotional peak of the musical, Universal set the … Read More
As I was conducting market research for a toy brand’s package design refresh last week, and doing my best to channel the mindset of a consumer who isn’t a package design expert, I was paying particular attention to which colors were catching my eye and why. As … Read More
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