Forbes recently published an interesting article that explores the growing trend of brand licensing programs inspired by digital properties and apps. The article highlights the growing importance of mobile applications in the licensing business and notes the shift away from television programs and movies as the most popular sources of inspiration for successful brand licensing programs.
The article also describes the importance of timing when it comes to building a licensing program around a digital property. The article suggests that the licensed merchandise needs to be available at the height of the mobile app or digital property’s popularity.
At The Joester Loria Group, we have witnessed the power of digital properties firsthand, building the licensing program for The Collective’s Annoying Orange. Annoying Orange began as a popular YouTube series, has grown into digital phenomenon with over 1 billion downloads, and most recently, has become a highly rated television series airing on Cartoon Network. Licensed product was introduced in Fall 2011 and licensing is expanding across categories and retailers to meet consumer demand. USA Today’s June 25th article about Annoying Orange provided interesting detail about the extraordinary success of Annoying Orange.