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
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
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
Brands need cultural relevance to survive and thrive. Relevant brands merge with specific consumers lifestyles, but the strongest brands inspire and create their own cultures. They're edgy in some way and they transcend boundaries. They are understood and embraced globally as long as they remain unique, authentic … Read More
Brand owners who become interested in licensing often ask the question: What kind of ROI can I expect if I invest in a style guide for my licensed brand? The answer lies in understanding the unique nature of licensing and the implications of merchandising consumer products across … 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
As a self-proclaimed Star Wars geek, I had been anxiously awaiting Disney+’s latest Star Wars live-action series, The Book of Boba Fett, since that feeling of sadness and emptiness washed over me after the incredible first season of The Mandalorian was over. The Book of Boba Fett debuted … Read More
Licensed brands achieve greatness by design. Clear strategy, consistent brand management, implementable tactics, as well as stellar design make superstars among a sea of licensed properties that often fail to live up to expectations.
Design is a crucial component of the marketing mix. It represents both art and … Read More
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