• Thinking
  • Blog

• Email
• Facebook
• LinkedIn
• Twitter

Marvel’s Cooking Up a Great Licensing Deal

August 16, 2011 at 6:22 pm by Ted Mininni

Licensing Biz Magazine recently reported on a licensing deal between Marvel and Williams-Sonoma for a new line of super hero bakeware and kitchen items. While interesting, this news item probably didn’t elicit more than a quick glance by most marketers.

But here’s why it should be top of mind for licensors. A paradigm shift in our culture signals a need to think beyond t-shirts, games, toys and the usual licensed fare. A paradigm shift is a whole lot different than a passing trend.

Marvel gets it. So does Williams-Sonoma. Parents are spending more time with their kids these days – at home. So what better way to reconnect than spending time in the kitchen together? Who said the only thing that bridges generations at home is Nintendo Wii?

Ergo the idea to feature Captain America, Hulk, Spider-Man and Iron Man on cookie cutters, pancake molds, spatulas and iced cookie molds as well as aprons for every member of the family. Cool or what? I know what you’re thinking: it’s been done before. Yes, it has. But it’s been a while since licensed products like these meant as much as they do now.

Spending time together using cool utensils and bakeware is one thing, but how about an added bonus? We all know that cookies or pancakes made in the shape of our favorite super heroes taste better, right? Especially when whipped up wearing super hero aprons. And here’s the kicker: we adults who grew up loving these superheroes are going to enjoy using these products as much as our kids do. Brand heritage spans generations, after all.

In short: the concept is very cool. If the execution is just as strong, expect this to be a winner.

Questions:

• Should Marvel ink similar deals with Walmart and other retailers to hit lower price points for consumers who aren’t Williams-Sonoma customers: either for different products or using other licensed properties?
• What kinds of new consumer categories should licensors be looking at due to recent cultural shifts?
• Which consumer product categories would benefit from super hero licensed properties that you rarely see?
• Which categories should these kinds of properties stay away from?

Ideas, insights and opinions are welcome from everyone.

Categories: