As the world eagerly awaits the release of Greta Gerwig's 'Barbie' on July 22, businesses of all sizes are looking to cash in on Barbie's evergreen charm. Collaborating with Mattel, Barbie's parent company, brands are rolling out an assortment of limited-edition products, with hopes that Barbie's popularity will provide staying power for their merchandise.
What's New:
The brand collaborations range from Airbnb's Barbie Dreamhouse sweepstakes to smaller ventures like Moon Oral Care's hot pink toothpaste and brushes. Swoon, a New York-based zero-sugar beverage brand, has even introduced a Barbie-branded pink lemonade, expecting to widen its customer base. Meanwhile, Dragon Glassware and athletic bag brand Vooray have also joined the Barbie bandwagon with their respective product lines. Even Hally, a temporary hair dye brand, has partnered with Mattel, which has already exceeded their ROI forecasts.
Why It Matters:
The influx of brand partnerships is a testament to Barbie's enduring allure. While major names like Airbnb are cashing in on the hype, smaller brands are also leveraging the Barbie brand to increase their visibility and reach new customers. Barbie's cinematic debut thus provides not only entertainment for fans but also a lucrative opportunity for businesses across a wide array of sectors.
Why You Should Care:
This mass brand collaboration offers key insights into strategic partnership opportunities. It demonstrates the potential for brands, both big and small, to piggyback on cultural phenomena to broaden their customer base and increase sales. However, brands must remember that while partnering with a larger entity can bring considerable benefits, it also necessitates careful planning, investment, and a significant marketing push of their own. This phenomenon underscores the importance of balancing the exploitation of partnership opportunities with maintaining the brand's individuality and autonomy.
Credit: https://www.inc.com/rebecca-deczynski/its-the-summer-of-barbie-how-brands-are-cashing-in-on-all-that-plastic-fantastic-with-licensing-deals-themed-products.html (Decyznski)
Dwayne 'The Rock' Johnson Unveils 'The Rock's Warriors', a Trailblazing NIL Expansion Program with ZOA Energy
Dwayne 'The Rock' Johnson, alongside ZOA Energy, has announced an unprecedented Name, Image, and Likeness (NIL) expansion program titled "The Rock's Warriors." The initiative gathers some of the most outstanding college athletes from various sports, underscoring Johnson's commitment to fostering talent and passion in the athletic world.
What's New:
"The Rock's Warriors" comprises a diverse group of college athletes, including LSU basketball sensation Angel Reese, Georgia tight end Brock Bowers, North Carolina quarterback Drake Maye, Austin Peay's Hansel Enmanuel, Florida A&M softball infielder Amaya Gainer, Ohio State wide receiver Marvin Harrison Jr., and Miami safety Kam Kinchens. This initiative aims to unify these remarkable talents under a single banner, offering them an extraordinary platform for growth, recognition, and empowerment.
Why It Matters:
This pioneering NIL expansion program demonstrates Johnson's commitment to nurturing the next generation of sports stars. Through "The Rock's Warriors," ZOA Energy will offer these young athletes an unparalleled opportunity to leverage their unique skills and stories to inspire and fuel others. In Johnson's own words, these are "phenomenal individuals" chosen for their "energy, tenacity, and excitement."
Why You Should Care:
This move represents a significant shift in how personal brands are built and cultivated. Johnson’s venture further blurs the line between sports, entertainment, and brand marketing, demonstrating how athletes can expand their reach beyond their respective sports. By giving these talented individuals a platform to grow, Johnson is not only pushing boundaries within the NIL space, but also paving the way for future partnerships that bridge the gap between athletics, entrepreneurship, and social influence.
Both Reese and Enmanuel have expressed their excitement about joining "The Rock's Warriors," acknowledging the aligning of their personal values with ZOA's ethos. As we look ahead, this groundbreaking program promises to redefine the landscape of athlete-brand collaborations, and it's an exciting space to watch for professionals in sports, marketing, and brand management.
Credit: https://www.forbes.com/sites/kristidosh/2023/07/19/dwayne-the-rock-johnson-creates-new-nil-program-for-zoa-energy/?sh=1a132b931282 (Dosh)
Warner Music Group and TikTok Announce Innovative Partnership to Transform Music Licensing
Warner Music Group and TikTok have embarked on a pioneering partnership to broaden the licensing agreement of Warner Recorded Music and Warner Chappell Music to encompass TikTok, TikTok Music, CapCut, and TikTok’s Commercial Music Library. This move signals a significant stride by Robert Kyncl, CEO at Warner Music Group, to secure a larger share of the revenue from TikTok's popularity and exposure.
What's New:
The agreement signifies a groundbreaking shift in the music industry's business model, highlighting the potential benefits of partnership between a major music corporation and a globally popular social media platform. In its early stages, this multi-year, multi-product deal is slated to provide Warner Music Group's artists and songwriters with revenue, marketing, and insights opportunities, engaging further with TikTok's massive fanbase.
Why It Matters:
This strategic partnership signals a new era in the music industry, bringing major labels and social media giants closer than ever. The move by Kyncl is particularly significant as TikTok begins to launch its own streaming service, TikTok Music, which currently only operates in Brazil and Indonesia. As TikTok seeks to expand the streaming service to global markets, this deal indicates Warner Music Group's leverage and potential influence over the revenue-sharing agreements of TikTok's core app and the wider industry.
Why You Should Care:
If you're in the music, media, or marketing sectors, this partnership offers an insight into the future of the music industry. By exploiting TikTok's promotional capabilities and extensive user base, Warner Music Group could redefine how artists and songwriters generate revenue and engage with fans. This forward-thinking approach to collaboration and revenue sharing may serve as a model for future partnerships in the industry, offering artists more control over their income and relationships with fans.
Credit: https://variety.com/2023/digital/news/warner-music-group-tiktok-licensing-agreement-1235672985/(Shafer, Willman)
Crunchyroll Games Collaborates with Perfect World to Develop One Punch Man: World
Crunchyroll Games announced a partnership with Chinese publisher Perfect World to develop a game based on the One Punch Man anime series. Dubbed "One Punch Man: World," the multiplayer action game will launch on PC and mobile later this year. Pre-registration for the PC version is now open.
What's New:
"One Punch Man: World" will offer players an immersive hack-and-slash action experience, featuring beloved characters from the anime series. In addition to recreating fights from the anime's first season, the game will also introduce new content that expands the series' storyline. The title encourages players to join the Hero Association, unlock characters, level up, and face villains in epic raids. Mini-games and side quests are also included in the gameplay.
Why It Matters:
This upcoming game represents the most ambitious project yet from Crunchyroll Games, which is venturing into a significant collaboration with Perfect World, a publisher known for games like "Tower of Fantasy," "Final Fantasy Awakening," and the upcoming "Persona 5: The Phantom X." Given the popularity of the One Punch Man anime, the game provides an exciting opportunity for fans to engage with the series in a new and interactive way.
Why You Should Care:
If you're a fan of One Punch Man, gaming, or both, this is a golden opportunity to explore the universe of your favorite anime in a whole new light. But beyond the fan base, this development is significant for industry observers and professionals as it demonstrates the potential for synergies between anime and gaming worlds. The collaboration between Crunchyroll Games and Perfect World showcases how companies can leverage popular cultural phenomena to create immersive and engaging products, thereby expanding their audiences and enhancing the user experience.
Credit: https://venturebeat.com/games/crunchyroll-announces-one-punch-man-game-for-pc-and-mobile/ (Kaser)