What went down by the Docklands?

Licensing International’s Sharon Weisman gives her run down from the show floor of BLE 2019.

What looks like Javits from the outside, seems like Licensing Expo from the inside and has massive growth potential?

Brand Licensing Europe 2019, of course!

At this point, there is no value in comparing the ExCel Brand Licensing Europe to the shows which took place at Olympia.

I was part of the team that shifted Licensing Expo from New York to Las Vegas. It took a while to accept, but now no one is looking back.

With the move to ExCeL there is absolutely no complaint that has been made that can’t be addressed by Informa and Licensing international, and solved by next year.

The only thing we still need to figure out is where is the London EyeCandy (otherwise known as the new Hand & Flower).

Three key take backs from the show:

The BLE show floor make-up resembled Vegas in a way. However, it was actually great not to see ridiculously huge stands. After all, the booth-pissing-match (British translation: Stand-Willy-Waving) doesn’t correlate with how healthy a company’s licensing business really is. The important thing is that everyone was hustling Dolly Parton style… from 9-5.

Speaking of 9 to 5, the most valid points made:

  • Lots of people scheduled 5pm meetings but were asked to leave as the show floor closed at that time (what a great problem to have, and easy to solved).
  • The absence of stand numbers/signage on the floor (and the fancy open booths didn’t have them on their structure either) #easyfix
  • The show floor should be merchandised better (neighborhoods/sections) #easyfix
  • My Jew-Crew – it did not bruise my ego to find out (once again) that attendance wasn’t dramatically affected by the overlap with the Jewish holiday (+3%). The expo’s new management cares deeply and is very sensitive to this issue. I expect attendance to sky rocket next year.


The Venue:

Amenities were superior – accessible, more options, shorter line and significantly less expensive. I’ve heard people crying about the venue running out of food or accepting cash only on the first day. However, these issues were resolved the following day.

Heck, I’m so happy there’s a Starbucks (I have heard Americans refering to it as the ‘Sanctuary’) offering Oat Milk Lattes for high maintenance pains such as yours truly.


I experienced lots of ‘learning moments’ on the first day of the show. Things to consider: not landing at Heathrow, taking an Uber from the Jubilee station instead of the DLR on rush hours, and staying closer to the venue (I loved the Moxy… but I’m also the size of the Mr. Men characters and live out of my suitcase…).

Commute options will be addressed for next year – from a direct line to shuttles.

Difuzed was among a number of licensees taking stands this year.
Difuzed was among a number of licensees taking stands this year.

10 Trends:

Licensees exhibiting – and why not? It shows the full spectrum of our industry: from IP to CP. Tangible merchandise completes the circle along futuristic IP pitch decks. Licensees can showcase their lines, coordinate meetings with retailers and brand owners and support their licensors.

In contrast to the stimulating manufacturer’s stands, however, there are agents… I am going to get serious heat from my agent friends on this, but I’m going to call out most big agents for not doing their clients justice, aggregating a bunch of logos on what ends up looking like the saddest stands on the floor. This clashes with all the hard work they put into creating licensing programmes for amazing brands. ABG (brand management), I’m looking at you, too… I felt like I should take a number and wait to get my root canel at the stand.

With that said, shout out to IMG Europe for spinning off three additional separate stands: Fabacus (a new service which looks to streamline communications between its clients and licensees), Jeep and UEFA Euro 2020.

Ever(er)green? My definition for an evergreen was always a brand that was able to engage at least two generations. An IP parents can’t wait to introduce to their kids (and then grandkids). These brands possess qualities that stand the test of time and keep on evolving in order to resonate with the new generations.

BLE 2019 made a point for brands having a longer shelf-life in Europe (Thomas, Moomin, BarbaraPapa, Smurfs, Peanuts, Care Bears, Pink Panther and more).

Food fashion was a sub-trend including Mentos collaboration with Sanrio.
Food fashion was a sub-trend including Mentos collaboration with Sanrio.

Fashion – collabs by Coca-Cola, Peanuts, Hello Kitty, Chupa Chups, National History Museum and FatFace and more were highlighted at the show.

But let’s be honest now, these aren’t the mainstream fashion brands licensing beyond their core business. These are mostly timely/limited deals by lifestyle/character brands with designers or luxury brands orchestrated with two goals in mind: capturing quickest ROI and appealing to new generations.

The mass fashion brands, that significantly grew their business via licensing, are under-indexed at the show, because they are in a Pilates class right now, figuring out how to strengthen their core. Therefore, it was no surprise when Informa announced the theme for BLE 2020… yep, you guessed it… fashion.

Another sub-trend that is on fire is the FF or FSquare = Food Fashion!

Mentos x Sanrio, the White Claw Craze in the US, McDonalds RFP (may the best agent win), Brand Central plans for Heinz, licensees wanting fast food and snack brands for apparel lines…

The Arcade acted as a central focus point on the show floor.
The Arcade acted as a central focus point on the show floor.

Gaming – PowerStation Studios did a stellar job creating centralised excitement in the middle of the ‘show universe’. This activation centre, coined The Arcade, functioned as the heart of the show, pumping people in and out from all corners of the show floor – enabling exhibitors and attendees to engage, play and experience. #StandonSteroids

There is no wonder the Licensing International Global Survey found that gaming is the licensing category with the most dramatic revenue increase in the past couple of years.

Participants included Bioworld, SEGA, Bandai, Activision, Disguise, Sybo, etc.

Sustainability – it’s on everyone’s agenda. Hopefully, you all caught the session discussing this topic at the Licensing Academy. While most of the conversations tackle how our industry increases awareness and steps into the sustainability game in the future, companies like Hasbro are championing the strategy by phasing out all plastics used to package its toys and games by the end of 2022.

Diversity and inclusion – is on every brand’s mind. Cause-based marketing is key in order to win over new generations. The non-binary Mattel doll, more neutral colours by licensees, retailers requesting merch that would appeal to women in gaming, as well as merchandise by TikTok GIRL gamer influencers.

Licensing International formed the first Diversity and Inclusion committee spearheaded by Jamie Stevens @ Sony Pictures, committed to actionable objectives that will lead to change.

Buyers buying more than product – buyers being more dependent on the licensing execs to get the right products, talent and activations into the stores.

The Social Store, Attachment London, ABG, WMG and others have been reporting helping their retailer partners attaching talent promotions to the merchandise and creating experiential opportunities.

Fabacus is among the companies which has recognised the need for collecting data in the industry.
Fabacus is among the companies which has recognised the need for collecting data in the industry.

Data – licensors are cracking down on licensees as well as agents for reports and analysis of the right data. Collecting data regarding products will help better forecasting and fulfilment, creating superior product and more targeted lines.

No wonder companies like Flowhaven, Fabacus, Octane5, Brainbase and more have recognised a need and are multiplying like rabbits. Moreover, I met with many more companies at the show this year that are offering brands a partnership beyond licensing, and one of the main selling points of an app-based partnership is the data collection.

Stretching the definition of relationships – like in real life, where once being monogamous meant ‘one partner for life’, and now it just means not having more than one partner at the same time, long-term relationships with massive tails and huge MGs aren’t as popular as they used to be when it comes to fashion entertainment brands.

Collabs, share-revs, investing time and money in high profile partners for a limited edition or special line… everything flies in order to break through the clutter.

‘OoO Su Cuuuuuute’ – similar to what we’ve gathered from the Vegas show, the increase in Asian influence was evident at BLE 2019: Kakko, Korean Pavilion (Pink Fong, Baby Shark), Rio Visual, Tuba for Lavra, LINE (+BT21), Pusheen, Anime/Crunchy Roll (which shacked up with its new squeeze, Viz).

Sharon Weisman is vp global business development at Licensing International. She can be contacted on sweisman@licensing.org. She’s also very entertaining on social media, @sharon.weisman.

This post originally appeared on https://www.licensingsource.net/indepth/what-went-down-by-the-docklands/

40 Things to See at Brand Licensing Europe 2019

BLE 2019, 1-3 October, ExCeL London – www.brandlicensing.eu/register-now

1. Embrace this year’s multiple themes on publishing, gaming and interiors by attending our three live activations. Go to entrance N1 for Beyond the Book, N4 for The Arcade and N5 for Heritage x Interiors.

2. Uncover the vast potential of publishing licensing by taking a visit to Beyond the Book on stand D120 featuring over 15 successful product ranges from Beano, PJ Masks, Guess How Much I Love You, Ladybird, Barbapapa, Mr Men & Little Miss, Tara Duncan, Elmer the Elephant, Horrible Histories, Moomin, Miffy, Paddington, Thomas & Friends, The World of David Walliams, Beast Quest, The Gruffalo & Bing

3. With more places to eat, drink and sit down than ever before, grab a map and get your bearings as soon as you arrive. Visit the Character & Entertainment Bar on stand D200, the Van Gogh Museum Bar on stand D400, the Interiors Café on stand F462 or the BLE Café on stands B101 and B120. You can also find loads of seating across the back row of the show from stands F121 to F401.

4. Discover the vast array of opportunities in gaming and esports licensing with our live and interactive activation, The Arcade, on stand D280 brought to you by PowerStation Studios.

5. Find out how toy licensing can recover its sparkle with our expert panel featuring NBC Universal, Viacom Nickelodeon CP, V-Tech Electronics, Moose Toys and The Entertainer – License Global Theatre from 12.30-1pm on Tuesday 1st October

6. Take a walk to Heritage x Interiors activation on stand F460 for inspiration on how to take your brand into the luxury and interiors market with room sets from the V&A, Style Library, Van Gogh Museum and the Natural History Museum.

7. Get a sneak peak of next year’s BLE theme by visiting Fresh off the Runway in each of our 5 visitor entrances – N1, N2, N3, N4 & N5

8. Make sure you attend LIMA’s very popular “intro to licensing” sessions at 9.30am on day one and day three in the Licensing Global Theatre

9. Be in prime position for Europe’s biggest character parade taking place TWICE this year at 11am on day one and 10.30am on day two – rumour has it you may see close to 100 characters over the two days!

10. Take your seat for the first BLE keynote on Wednesday 2nd October at 12pm in the License Global Theatre. Featuring the best of British animation including Mikael Shields from Acamar Films, Michael Rose from Magic Light Pictures, Oli Hyatt from blue-zoo productions, Allison Watkins from Coolabi and Sean Clarke from Aardman Animations.

11. Grab a seat in the License Global Lounge on stand E200 to meet the team, read your copy of the Official Show Dailies and check out the ‘License Global Edit’ offering you an exclusive first glimpse of next year’s BLE theme

12. Visit Beyond the Book on stand D120 at 10am on Tuesday for live drawing with Adam Hargreaves of Mr Men & Little Miss fame – then pop over to the Sanrio stand on B141 to discover more

13. Make sure you take a selfie with our wonderful characters as you get off the train at Custom House DLR station…there are plenty of them to welcome you to this year’s BLE!

14. Need help navigating ExCeL and our new layout? Pick up a z-card at each of the show entrances, speak to a BLE team member or visit the Information Desk outside the N5 visitor entrance.

15. Check out License This! 2018 winners, “Oddcats!” by Zara Picken on stand B466 and “Animals” by Sarah Burman Designs on stand B465

16. Go through ExCeL visitor entrances N4 & N5 to visit this year’s Brands & Lifestyle Zone and Art, Design & Image Zones with more brands on display than ever!

17. Visit Beyond the Book on stand D120 at 2pm on Tuesday for a Q&A with Terry Deary, author of Horrible Histories

18. Visit The Arcade on stand D280 at 3pm on Tuesday & Wednesday and 2pm on Thursday for exclusive tours of this live and interactive gaming & eSports activation delivered by PowerStation Studios

19. Hear our exclusive second keynote from on the eSports phenomenon at 11.45 on Thursday featuring Difuzed, GAME & more in the License Global Theatre

20. Dust off your trainers and enter the astro-turfed Sports Zone next to the License Global Theatre featuring the biggest line-up of sports exhibitors ever including first-timers Inter Milan, UEFA Champions League and UEFA Europa League, Federacao Portuguesa de Futebol, Olympique de Marseille and Rugby Australia.

21. Grab a drink and something to eat in the Van Gogh Museum Bar on stand D400 and experience a heritage brand truly come to life before your eyes

22. Visit our biggest ever collection of gaming exhibitors including first-timers Nintendo (E220) and Difuzed (E280) as well as Activision-Blizzard (D300), Sega (A281), Pokemon (D260), Capcom (C321), Ubisoft (B241), Bandai Namco (C202), Sybo Games (C302), Rovio (B140)

23. Don’t miss the return of the hugely popular panel led by Richard Pink focused on navigating the future of retail including a stellar line-up of speakers from Warner Bros, ASDA, The Point. 1888, Rubie’s & Fat Face in the License Global Theatre at 1.15pm on day two

24. Check out the BLE official matchmaking service and book your meetings in advance of attending the show – a must-do for any brand new visitors or exhibitors.

25. Visit Beyond the Book on stand D120 at 2pm on Wednesday for a Q&A with Charlotte Reed of May the Thoughts Be With You, and previous BLE License This! Winner

26. Looking to rest your weary feet? Head to the Interiors Café on stand F462 and get a sneak peek through the window (literally) of some fabulous room sets on display in Heritage x Interiors on stand F460.

27. Be prepared for the phenomenon that is Formula E coming to London ExCeL in 2020 by visiting their licensing agent, TSBA, on stand A380

28. Make sure you visit our largest collection of heritage brands ever including first-timers Yale University (B432), Royal Horticultural Society (B366), Style Library (D362) as well as the V&A, Natural History Museum, Royal Museums Greenwich, Van Gogh Museum, Science Museum and more…

29. Check out our big screen outside the entrance to ExCeL and our 17 digital screens running through the ExCeL boulevard for trailers, animations, designs & newly launched properties all being showcased at this year’s BLE

30. Looking to find out about the latest trends impacting retail? Visit the Retail Trends Lounge on stand A440 and hear sessions from IMRG, Trend Bible, The Insights People & more. Sessions open to non-retailers and full programme on the BLE website

31. Head over to the Novotel London ExCeL from 5pm on Wednesday for complimentary drinks at the Global Licensing Group Party. Meet the team behind BLE, Licensing Expo & License Global as well as the MDs from Licensing International’s chapters from around the world.

32. Visit the Art, Design & Image Zone through visitor entrance N5 for a collection of some of the finest art, galleries, imagery and design all primed for usage on your next licensing campaign

33. Use the BLE Matchmaking Service to book meetings with more than 65 first-time exhibitors including Difuzed, Sutikki, ZAG Studios, RSPCA, Boatrocker Studios, Royal Horticultural Society, Olympique de Marseille, Evolution, Hamsta World, Style Library, Lady Geraldine Designs, Rugby Australia, Sarah Lovell Art & Nintendo

34. Make sure you’ve booked your ticket for the Licensing International BLE Official Party at the Museum of Docklands on the Wednesday evening – tickets must be booked in advance through the Licensing International or BLE websites.

35. Discover how to make the most of video gaming and esports licensing with BLE’s unofficial gaming day on Thursday. Hear an amazing Tinderbox panel featuring Fashion & Microsoft, GfK tackle the “theatre of gaming in 2019” and our exclusive esports keynote , all starting from 10.15am in the License Global Theatre

36. Visit brands from across the world in our international pavilions: French pavilion situated opposite the License Global Theatre, Italian pavilion next to the BLE Café, Spanish pavilion on stand B320 and the Korean pavilion on B260.

37. Working in retail and don’t know where to start at BLE? Attend our free retailer breakfast briefings in the Bridge Café on the ExCeL boulevard each morning from 8am, visit the Retail Trends Lounge for bite-sized trends sessions , a place to relax and ask questions about the show  and use our Matchmaking Concierge Service to guarantee meetings with your must-see brands.

38. Interested in becoming a Licensing International member? Visit stand C360 to meet the team.

39. Unlicensed brands will pitch live at the show – join the License This! Finale in the License Global Theatre on Thursday at 1pm to discover entirely new properties looking to enter the licensing industry

40. Last but not least, make the most of our brand-new home in East London by checking-out BLE’s after-hours programme on the BLE website including information on shopping, restaurants, bars and activities to suit every budget and requirement. Visit Westfield Stratford or the O2 London for the largest collection of luxury shops or places to eat.

BLE 2019 takes place at ExCeL London from 1-3 October 2019. Register for free at www.brandlicensing.eu/register-now


* © 2019 Activision Publishing, Inc. ACTIVISION, CALL OF DUTY, and MODERN WARFARE are trademarks of Activision Publishing, Inc.

For media information:

Charlie Le Rougetel at BIGTOP, 07736 330676, charlie@bigtop-pr.co.uk

source: https://licensinginternational.org/news/40-things-to-see-at-brand-licensing-europe-2019/

Burger King UK drops plastic toys amid waste concerns

Burger King has announced it will no longer give away plastic toys with children’s meals in the U.K.

Due to a petition started by Ella and Caitlin McEwan (ages 9 and 7), which generated more than half a million signatures, and the rising awareness of sustainability, brands like Burger King U.K. have acted on customers’ concern and will discontinue the use of plastic toys.

The brand is also looking to work with Pentatonic on a new campaign to melt down existing toys and convert them into consumer products such as playgrounds. According to information obtained by the BBC, the process has no harmful effects on the environment and creates a new way to manufacture plastic products from existing toys.

source: https://www.licenseglobal.com/toys/burger-king-uk-drops-plastic-toys-amid-waste-concerns

As seen on TV: What licensing & product placement mean at Netflix

Have you watched the third season of Netflix original series “Stranger Things?”

That was a question you were bound to hear quite a bit over the last month. The instantly digestible series follows the lives of a band of teens as they battle alternative universe baddies in 1980s Indiana.

Season three of the streaming show garnered more than 26 million unique viewers in the U.S. over its first two days online, according to a Nielsen report covered by Variety. That’s a ton of viewers for brands interested in advertising, and a lot of them are taking notice. The third season of “Stranger Things” saw brand placement from companies such as Coca-Cola, Mongoose and Baskin-Robbins.

Product placement deals were unique in that Netflix says they didn’t cost anything. Instead, they are creator-driven licensing deals, in which the brand benefits from the added boost of appearing in one of the most-watched shows of 2019.

Here is a breakdown on how the “Stranger Things” licensing and promotional deals are upending traditional product promotion deals and creating better content because of it.

Your Money Is No Good Here

Netflix has repeatedly said it won’t run ads on its shows and has been opposed to traditional pay-to-play product placement deals. Speaking with publications like Vox and CBS News in the lead-up to the “Stranger Things” debut, the streaming giant shared the same canned spokesperson statement:

“None of the brands and products that appear in ‘Stranger Things 3’ were paid for or placed by third parties,” says a rep. “They’re all part of the Duffer Brothers’ [series creators’] storytelling, which references 1980s consumer and popular culture.”

So, if these product placements are not paid, what are they? To answer that we need to widen our scope into the licensing world. In the case of “Stranger Things” season three, all of the products in the show had counterparts in the real world.

Life Imitating Art, Imitating Life

The show’s 1980s setting offered brands ample opportunities to create unique nostalgia-laden products that fit with the show’s world. Coca-Cola relaunched a limited-edition run of “New Coke” to coincide with the show’s storyline. Mongoose recreated a character’s bike on the series to sell to fans. Baskin-Robbins retrofitted some of its stores to look like the ice cream shop that played a significant role in the latest season, and those are just a few of the co-branded deals that Netflix developed for “Stranger Things.”

All of these co-branded product partnerships illustrate Netflix’s unique model when it comes to licensing for original content. From bikes to cola, the streaming company is betting on creative licensing that fits into the storytelling of its series, while giving other brands a boost with free advertising.

What Licensing Means to Netflix

Late last year, Netflix hired its first head of global consumer products, Christie Fleischer. In her new role, the former Disney executive oversees retail and licensee partnerships for the streaming giant.

The hire was interesting because it signaled a new era for Netflix where licensees play a role in its original content push. Since Fleischer’s hire, the streaming king has inked licensing deals for properties like “Disenchantment” and the upcoming “Dark Crystal” franchise. Coupled with the “Stranger Things” slate of partnerships, it is clear Netflix has plans to move further into licensing in the future.

Binge-Mode Changes Everything

If you look at some of its recent product placement and licensing moves as a whole, it’s clear the company understands that the future of streaming will require some clever thinking. It will need crafty brand marketing and partnerships that are more than just a Super Bowl ad buy.

As DisneyCBS and WarnerMedia get into the streaming world, it’s time to find ways to use licensing and brand management in a novel way. From the looks of the “Stranger Things” deals, Netflix has found something to latch on to moving forward.

Source: https://www.licenseglobal.com/analysis/seen-tv-what-licensing-and-product-placement-mean-netflix

Ironman to flex in India

25.01 IronMan 300x200

LicenseWorks will oversee the development of Ironman, a Wanda Sports Holdings company, in India.

The deal will see LicenseWorks develop a comprehensive strategy to expand the Ironman, Iron Girl and Iron Kids brands across the country. The group will arrange agreements with manufacturers and retailers across all categories including apparel, footwear, fitness equipment and healthy food alternatives for athletes and casual fans.

LicenseWorks will work to launch products aimed at fitness enthusiasts through the Ironsport powered by the Ironman brand, which debuted in 2018

Ironman is the 93rd largest licensor, according to License Global’s Top 150  Global Licensor’s report.

“Ironman is excited to begin working with the team at LicenseWorks, who are known for their out-of-the-box thinking and strong connections in the Indian market,” says Nathalie Wolderling Bishman, senior director, global licensing, Ironman. “As we continue to expand our brands globally and across product categories, we are looking for new and innovative ways to bring our brands to consumers across all athletic levels.”

Ironman recently announced its expansion into India with the inaugural Ironman 70.3 triathlon in Goa. The competition will take place on Oct. 20.

Source: https://www.licenseglobal.com/sports/ironman-flex-india

Playstation and PBTEEN TEAM to design ultimate gaming room

Sony Interactive Entertainment has paired with PBteen, a Williams-Sonoma company, for a new line of officially-licensed PlayStation home furniture and décor.

playstation gaming room

The new collection is inspired by classic PlayStation symbols as well as the look and feel of the current PlayStation 4 gaming system and offers furniture, decorative accessories, lighting, functional storage and organization solutions for PlayStation systems and accessories.

Key items include a black suede and charcoal tweed bean bag chair with symbols and an acrylic light with multi-colored display and geometric shapes based on the game’s controller.

“This partnership with PBteen, a company known for its stylish design that resonates with the youth market, is a perfect complement to the PlayStation brand,” says Asad Qizilbash, vice president, marketing, SIE. “There’s impeccable attention to detail within each piece of the collection that PlayStation fans will truly appreciate, delivering fun and personal ways to decorate their gaming space.”

The PBteen Collection Inspired by PlayStation is available now at PBteen.com/PlayStation.

Source: https://www.licenseglobal.com/electronics/playstation-and-pbteen-team-design-ultimate-gaming-room


The Walt Disney Company is furthering its celebration of the 90th anniversary of Mickey Mouse through a new apparel collaboration with fashion label Rag & Bone.

The Mickey-Mouse-inspired range offers unisex tees, graphic knits, standout jackets, color-blocked sneakers and more that feature both graphics and minimal nods to the character. 

The Rag & Bone Disney Mickey Mouse collection will debut on Shop.Disney.com and at Rag & Bone on Nov. 1.

Select special events will take place surrounding the launch.


‘BEN 10’ blasts into sonic drive-ins

Cartoon Network Enterprises, a Turner company, has partnered with Sonic Drive-In for a new kid’s meal promotion centered on its series “Ben 10.”

Now through Nov. 25, 3,600 Sonic Drive-In locations across the U.S. will feature “Ben 10”-themed stickers and toys in Wacky Pack kids meals.

Toy options include five alien characters from the show including Four Arms, Heatblast, Cannonbolt, Upgrade and Diamondhead.

Source: https://www.licenseglobal.com/television/ben-10-blasts-sonic-drive-ins

The very hungry caterpillar flips for pancakes

The World of Eric Carle has paired with J.S. Pancake to introduce The Very Hungry Caterpillar-themed menu items and pop-up cafes at 14 locations throughout Japan.

Cosmo Merchandising Co., The World of Eric Carle’s representative in Japan, negotiated the deal through worldwide licensing agent, the Joester Loria Group.

Under the terms of the agreement, J.S. Pancake is offering food, interior design and merchandise inspired by the classic book title, including matcha parfait, fruit drinks, apple pancakes, among other items.

Source: https://www.licenseglobal.com/publishing/very-hungry-caterpillar-flips-pancakes

Buzzfeed, Macy’s launch new homeware line

Goodful, Buzzfeed’s health-and-wellness-centered media brand, is partnering with Macy’s to release a range of homeware goods, according to Adweek.

The line of 100 products for the home will be available on Oct. 24 across 400 Macy’s stores and on the department store’s website. The news comes on the heels of BuzzFeed’s partnership earlier this year between its brand Tasty and Walmart.

“We’re proud of the partnership because it shows what a modern media company can pull off with a modern retailer,” Ben Kaufman, head of commerce, BuzzFeed, tells Adweek. “This is something that BuzzFeed can uniquely do–especially pull a program in this way and launch in the speed and efficiency in which we have launched it.”

Partners include Epoca (for houseware items), Cuisinart (for home electronics), Welspun (for bedding) and Aerogarden (for an in-home gardening system), reports Adweek. To support the product range, a dedicated Goodful website will debut on Oct. 24 that will feature some products and new photography, typography and content.

Select Macy’s stores will offer an in-store experience where a photo wall will be featured in the Goodful area for shopper to post onto their social media channels. An experiential event with giveaways at Macy’s Herald Square in New York is also being planned.

Last week, BuzzFeed announced the opening of an experimental store in New York City.

Source: https://www.licenseglobal.com/homewares/buzzfeed-macys-launch-new-homeware-line