When millions of fans travel across borders for a global sporting event, they aren’t just watching the competition. They’re discovering culture. The 2026 FIFA World Cup has already shown that some of the biggest brand moments happen outside the stadium. International visitors have gone viral documenting their first

Every year, the Summer Fancy Food Show offers a preview of where consumer tastes are heading. This year, it also a glimpse into where the next generation of licensing partnerships will come from. Across hundreds of exhibitors, one pattern became increasingly clear: many of tomorrow's strongest licensees aren't traditional licensing

For nearly two years, it felt impossible to escape Wicked. The licensing campaign began long before the first film hit theaters in November 2024 and continued through the release of Wicked: For Good in November 2025. Everywhere you looked, there was another collaboration: apparel, cosmetics, home décor — even reusable grocery

Sora is being sunsetted, and with it, a billion-dollar deal with The Walt Disney Company. While OpenAI hasn’t publicly explained why it is stepping away from video generation, the economics tell the story. The initial excitement around Sora has cooled, and the financial reality is clear: building a best-in-class

With Warner Bros. Discovery set to become part of the Paramount empire and last week’s news that All3Media and Banijay are merging, what impact is this likely to have for licensing? For studios with fewer properties that generate licensing opportunities, it could be a good thing. The new combined

For many licensed brands alcohol very clearly sits on the ‘no’ list. And this is not surprising given how many brands sit in the kids space or look to appeal to the wider family audience.  However for adult-targeted brands, alcohol collaborations can make a lot of sense, especially if it