The Licensing Letter

Experiential Licensing

Franchises and the 360 Experience Dominate Vegas

Over the last week, 16,000 attendees braved triple-digit temperatures at Licensing Expo 2016 in Las Vegas. Over 150 new exhibitors entered the fray—totaling 460+ licensors and agents representing over 35 countries. See this coming Wednesday's Deal Sheet for a complete breakdown of new properties showcased and deals announced. The top trends that we'll see in licensing over … [Read more...] about Franchises and the 360 Experience Dominate Vegas

360 Degrees to Every Brand

More than ever before, consumers are demanding access to brands on multiple platforms. This is nothing new: companies around the floor have been aware of the need to develop what are now being called "360 programs," where linear and digital entertainment, live experiences like shows and theme parks, social media, advertising and consumer merchandise are all essential parts … [Read more...] about 360 Degrees to Every Brand

VR, Cafes, Inflatables and More Branding Efforts

Experiential licensing, including theme parks, touring exhibitions and other location-based attractions can provide both revenue and ongoing exposure to build or maintain relationships with fans. Here are some of the latest deals: Pulse Evolution will leverage its partnerships with Authentic Brands Group and three late celebrity estates—Michael Jackson, Elvis Presley and … [Read more...] about VR, Cafes, Inflatables and More Branding Efforts

Interactive Branding

Experiential licensing, including theme parks, touring exhibitions and other location-based attractions can provide both revenue and ongoing exposure to build or maintain relationships with fans. Here are some of the latest deals: Marvel partnered with Victory Hill Exhibitions to open the Avengers S.T.A.T.I.O.N.—an experience that promises to give fans a look at intelligence … [Read more...] about Interactive Branding

New Frontiers in VR

By Karina Masolova As traditional linear entertainment falls by the wayside, new technologies emerge that make it possible for us to interact with brands. Thus, for example, Internet TV is making on-demand the norm for TV viewing. Virtual reality (VR) and augmented reality are also among the technologies changing the rules of engagement. Know Your Headsets Google Cardboard … [Read more...] about New Frontiers in VR

Place-based Strategy Getting DreamWorks Where it Wants to Go

By Marcy Magiera DreamWorks Animation (DWA) must be as happy as, well, an ogre in a swamp with its strategy to exploit Shrek, Hiccup, Oh, Alex and other characters in location-based licensing. As its DreamWorks DreamPlace holiday attractions roll out in malls across the U.S. and London, the movie studio reported that its consumer product revenues more than doubled in the third … [Read more...] about Place-based Strategy Getting DreamWorks Where it Wants to Go

The State of Estates

By Karina Masolova They may be dead, but they're not gone. Estate licensing, for deceased celebrities who would fall under the celebrities category in life, made up 2.3% of all licensing revenue in 2014. After gaining 1.3% in 2013, estate-based sales fell 1.0% in 2014 to $2.25 billion. Retail success in was largely limited to a couple of dominant properties, notably Marilyn … [Read more...] about The State of Estates

WestJet Plane Takes “Frozen” to New Heights

Last week, WestJet rolled out a very special airplane, a Boeing 737 featuring images from "Frozen" on the fuselage, overhead bins, headrests and even bathroom mirrors. The Canadian airline actually launched its first Disney-themed plane two years ago. But the licensing of super brand "Frozen" takes the WestJet/Disney collaboration to another level. While it might be the most … [Read more...] about WestJet Plane Takes “Frozen” to New Heights

Who Lives in a Pineapple on Broadway?

The SpongeBob Musical will open at Broadway in Chicago’s Oriental Theatre on June 7, 2016, where it will play for a month in preparation for its run on Broadway (in New York) in the 2016-2017 season. The SpongeBob Musical will be produced by Nickelodeon with songs from John Legend, Cyndi Lauper, The Flaming Lips, T.I., Lady Antebellum, and Steven Tyler and Joe Perry of … [Read more...] about Who Lives in a Pineapple on Broadway?