The concept of "kidulting" – a trend that speaks to the inner child in adults, inviting them to indulge in the nostalgia of their youth while embracing the responsibilities of adulthood – has taken the world by storm in recent years. This phenomenon has had a profound … Read More
If you’re a loyal reader of my posts, you know that I’m always looking for what I refer to as “perfect fit” brand licensing collaborations – when two successful brands with complementary or common attributes come together to create a unique licensed product that’s certain to connect … Read More
The most vital tool in the brand licensing arsenal is arguably the consumer product licensing program style guide. It serves not only as an asset and guidelines delivery system to ensure that all licensed products stay true to the essence and visual aesthetic of the licensed brand, … Read More
As I walked through Target this past weekend to do a retail audit for one of our clients, I noticed their seasonal collection of outdoor and summer-themed products under their private label brand, Sun Squad. I don't usually put too much energy into evaluating retailer brands, but … Read More
As the purpose and functionality of a licensing program style guide evolve to better serve both licensed brand owners and licensee partners, we see a shift in the questions we’re asked most often by our clients. Their questions shed light on the challenges they’re facing as the … Read More
Angry Birds are finally flying high in the real world thanks to the brand licensing partnership between Rovio and Capsule Skateboards. The collection includes seven different gnarly skate deck designs across five explorer boards and two cruiser boards, which are all inspired by the Angry Birds mobile … Read More
One thing I could never overemphasize is the importance of establishing a perfect fit between licensed brand and licensee partner. Every licensed brand owner should pursue “perfect fits” rather than granting a license to anyone who would be willing to enter into an agreement and emblazon their … Read More
As Hasbro continues blazing the path of sustainability by eliminating all plastic components from their toy packaging by the end of 2022, it’s interesting to see the innovative solutions that they’ve instituted to replace a broad variety of structural configurations that relied heavily on blisters and acetate … Read More
Two of my favorite brands, Vans and Crayola, have come together yet again for what I refer to as a “perfect fit” colab. Twelve years after their first partnership, the brands are getting back together with the much bigger and more explosively-colorful Vans x Crayola Capsule Collection. … Read More
It may not be appropriate for all licensed brands, but there's no denying the desire that can be generated among fans of certain entertainment properties when licensed apparel is designed with a discreet, subtle approach. I'm not just talking about products designed with a limited color palette … Read More
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