Keeping Your Options Open in Licensing

Licensors with iconic brands often have to make tough choices about extending their brands in new markets through licensing versus keeping the flexibility to enter market categories and offer products that are competitive with a licensee’s offering. Simlarly, licensees (the company…

What Licensing Agencies Can Do For You: A Tale of Chocolate Cereal

One of IMC’s most deliciously licensed products is Kellogg’s Rocky Mountain Chocolate Factory cereal. The coco-brown box features the names of both companies, marking it as a co-branded product. While the concept of partnering with others is deceptively simple from…

Purina Tidy Cats® and Glade™ Tough Odor Solutions: A perfect match

The partnership between Purina Tidy Cats and Glade Tough Odor Solutions has developed a scented cat litter which has customers practically purring. If you don’t believe us, just ask Hans Hansenberg from the new marketing campaign which just launched. It is innovative…

Integrating New Products with Licensed Properties

Integrating New Products with Licensed Properties Demands on new product development have greatly increased over the last decade with increased need for speed to market, lowering risk, and increased revenue. But innovating and creating new products through partnerships such as…

Sharing the Love of Brands with Your Pet!

Pet owners are passionate about their furry little friends and they spend over $50 billion annually to prove it.  They pull out all the stops when it comes to pampering them and incorporating them into their family life. Many brand owners and…

2013 Housewares Show: Forging New Partnerships

The 2013 International Home and Housewares Show in Chicago is the largest housewares-only fair in the world with 60,000 home goods professionals in attendance to reveal innovative new products. In addition, tens of thousands of retail buyers attended to identify future best…