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
In the world of toy and entertainment brand licensing, more isn’t always better. While it can be tempting to strike as many licensing deals as possible – especially when consumer interest is hot – over-licensing often backfires. From market oversaturation to inconsistent product quality and brand confusion, … Read More
For more than 25 years, our team has developed licensing program style guides for top-tier entertainment brands across every genre imaginable – from classic character-driven properties to those based on animated series, blockbuster films, toy brands and gaming franchises. During that time, we’ve produced tens of thousands … 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
In the world of toy and entertainment brand licensing, the consumer product licensing program style guide plays a pivotal role in delivering core and trend-based design assets to licensee partners on an annual or seasonal basis. They can range from behemoth programs for mature brands with a … Read More
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