Back-to-School Shopping Trends

back to school shopping trends

Image via Deloitte

With the new school year right around the corner, Women’s Wear Daily recently highlighted the results of back-to-school shopping surveys conducted by Accenture, Brand Keys and Deloitte. The preference for brick-and-mortar for back-to-school purchases was the major trend revealed by all three surveys. Additionally, the studies showed that discounting and promotions will be important to consumers during this key shopping period.

In the Accenture survey of 500 American parents of children in grades kindergarten through college, 89 percent of participants reported they intend to do most of their back-to-school shopping in physical stores. While they are making purchases in stores, 79 percent of the surveyed parents reported they are first researching products online. The majority of parents (67 percent) predict they will spend between $100 to $500 on school-related purchases. Additionally according to the Accenture study, most parents will be heading to discounters and mass retailers. As for what parents will be buying, school supplies are the top priority trailed closely by apparel and shoes.

Meanwhile, Deloitte surveyed 1,000 parents of teens and younger children with similar results. This study found parents of children in kindergarten through high school plan to spend $543 on average, a decrease from last year. Brick-and-mortar was also preferred over online shopping with most parents planning to make their purchases at discount and value department stores. Buying online and picking up in store is an increasingly popular trend among the parents surveyed by Deloitte.

A third study conducted by Brand Keys gathered information from 8,300 U.S. households. This group plans to spend an average of $655 on back-to-school purchases with discount stores being the preferred  shopping destination. An overwhelming 90% of the parents in this study indicated they plan to make purchases online as well. Within the fashion segment, parents plan to spend the most on apparel followed by athletic and dress shoes.

While physical stores seem to be the winner for the back-to-school shopping season, all three surveys show that retailers’ websites are still important to consumers as research tools.

The Joester Loria Group is always factoring the latest retail trends into our strategies to ensure our clients’ licensing programs are successful at the consumer level.

K.I.D.S./Fashion Delivers Goes Back To School With H&M

K.I.D.S./Fashion Delivers

This back-to-school season, not-for-profit organization K.I.D.S./Fashion Delivers is getting a helping hand from fashion retailer H&M.  As part of the “The Wear Denim, Share Denim” campaign, which will run from August 21 through September 3, for every piece of denim purchased in their stores, H&M will donate a brand new denim item to help someone in need.  All H&M locations as well as will participate in the initiative, which will allow K.I.D.S./Fashion Delivers to coordinate the donations.

K.I.D.S./Fashion Delivers donates unused clothing, accessories, toys, books, school supplies and other merchandise to people in need. The organization seeks to help retailers and manufacturers provide aid to those impacted by poverty and tragedy. The products are distributed through a network of more than 800 charities across the country. K.I.D.S./Fashion Delivers has distributed more than $1 billion of product since its inception in 1985.

The Joester Loria Group is a proud supporter of K.I.D.S./Fashion Delivers.

Licensing Success Story: Mountain Dew

mountain dew

License! Global recently shared an in-depth look at the successful licensing program The Joester Loria Group has cultivated for the Mountain Dew brand.

The overview highlights Mountain Dew’s sports sponsorships and musical connections which help define the brand and its licensing extensions. Social media and engaging digital content are also driving forces for the Mountain Dew brand.

A main focus for the Mountain Dew brand is the “Green Label Exclusives” licensing program, which brings artists and athletes together with brands and designers to create one-of-a-kind and limited edition capsule collections of lifestyle products inspired by the Dew brand DNA. Since the GLX program resonates with a younger consumer, the program is promoted through behind-the-scenes video content that tells a story and can be easily shared across social media channels.

The GLX collections are very successful and frequently sell out quickly. Recent success stories include: HEX and Dew-sponsored skater Theotis Beasley; Diamond Supply Co. and hip-hop artist Mac Miller and skateboarder Boo Johnson and SUPRA among others.

Additionally, the GLX program has some exciting developments for the remainder of 2014. Highlights include the launch of e-commerce on later this year, a new partnership with ICNY and Mike Cherman and a sporting goods licensing deal with JNJ International.

Check out the full story from License! Global.


World Congress Of Play Preview

world congress of play preview

The World Congress of Play will feature an impressive group of speakers to kick off the second annual conference that brings all the play industries together in one place at one time.  Global manufacturers and retailers of traditional toys and games, video games, music, entertainment and digital play, as well as representatives from theme parks, industry associations and trade media will be in attendance at the event held from September 8 – 10, in San Francisco.

A group of world-class speakers will include the leaders of some of the most innovative companies in the play industry including:

*David Zlotnik, Director, Global Marketing, McDonald’s Corp..

*Darell Hammond, founder of KaBOOM!, leader in play advocacy

*Hugo Malan, President, Sporting Goods and Toys, Sears Holding Corp.

*Manuel Torres, SVP Global Toys & Publishing, Nickelodeon

*John Barbour, CEO, LeapFrog

*Greg Ahearn, Chief Marketing Officer, LeapFrog

*John Coyne, VP, Consumer Marketing, Activision

A full list of speakers is available on the World Congress of Play’s site.

The event is co-produced by Richard Gottlieb, CEO, Global Toy Experts  and Charles Albert, CEO, Creativity Inc. Global Toy Experts is a world-renowned consultancy and resource for toy industry insights, while Creativity Inc. provides toy, game, learning, and entertainment developers with design, development and engineering services.

The play industry is an important licensing category for several of The Joester Loria Group’s clients. Events like The World Congress of Play provide an important forum for industry experts to share the latest trends and issues impacting the business.


Brands Experiment with Bicultural Ads

corona summer logo

The World Cup recently captivated millions of consumers around the world and many brands took it as an opportunity to experiment with their marketing strategies. Bilingual and Spanish-language ads were a major trend in the U.S. for brands targeting the Hispanic demographic, which now makes up 17 percent of the U.S. population with spending power of more than $1.7 trillion according to Nielsen and AHAA: The Voice of Hispanic Marketing.

According to AdWeek, Corona was one brand testing bilingual ads during the World Cup. Since the millennial generation tends to be bicultural, the ads allowed Corona to reach one of their target demographics in the general market instead of only focusing on Hispanic television outlets.

Corona’s summer campaign marks the first time the brand has used the same creative for both its Hispanic and general consumer ads. The brand developed both English and Spanish versions of the spots to help present an integrated message to all consumers across all communication channels.

Corona’s latest marketing strategy highlights the importance of developing tailored campaigns to reach specific target audiences. This approach can also be applied to developing and executing successful brand licensing programs.

Check out Corona’s latest campaign:

New Licensing Partner for Waste Management

Waste Management Powertex

The Joester Loria Group has secured Powertex as a new licensing partner for Waste Management. Under the new agreement, Powertex will launch a collection of apparel and accessories that will allow consumers to connect to the Waste Management brand in a new way.

The collection will focus on tees, fleece tops and headwear that reflect the brand’s core assets and mindset with popular slogans like “Think Green.” The apparel program will launch at retail for the Holiday 2014 season with prices ranging from $9.99 to $25.99.

The Powertex Group designs, sources and merchandises products for a variety of brands. They rely on a trusted network of domestic and international suppliers to create merchandise that energizes brands and brings them to life.

Waste Management, Inc. is North America’s leading provider of integrated environmental solutions with a mission to  maximize resource value, while minimizing environmental impact so that both the economy and the environment can thrive.

Creative Play Toys Top Electronic Games and Apps

npd group creative play studyAs reported by Kidscreen, a new study from the NPD Group shows that parents are spending more on creative play toys than electronic games and apps. In their “Evolution of Play 2014” report, the NPD Group reports that arts and crafts sets currently are the most purchased toys among parents of children ages two to 12.  After arts and crafts, traditional games were the most popular category followed by app games and stuffed toys which tied for third place. Finally, puzzles round out the top five most purchased toy groups.

While parents are purchasing creative play toys, kids continue to ask for apps and digital games.  Among kids ages two to 12, app games and electronics were the top two most-requested types of toys followed by arts and crafts sets, physical video games and building and construction sets.

The contrast in what parents are buying versus what their children are requesting can be attributed to parents’ desire to balance traditional play with technological toys.

As the licensing agent for multiple children’s properties, The Joester Loria Group analyzes consumer research to refine an overall brand’s licensing strategy.  It is important to revisit program goals and consumer insights to develop the most optimal licensing program.  The Joester Loria Group has successfully extended several brands into interactive and educational creative play toys. The World of Eric Carle is just one example of a brand that encourages creativity through fun and vibrant brand extensions. Partners like University Games and Kids Preferred have created entertaining creative play toys inspired by the World of Eric Carle’s brand values.

The Very Hungry Caterpillar Nominated for Two Licensing Awards

licensing awards world of eric carle

The finalists for the U.K Licensing Awards have just been announced and The Joester Loria Group’s client The World of Eric Carle is nominated in two categories. The Very Hungry Caterpillar Arts & Crafts Range from Anker International is nominated in the Best Written, Listening or Learning Range category, while The Very Hungry Caterpillar Giant Wiggle for Action For Children is up for Best Licensed Marketing Communication Campaign Award.

Additionally,the finalists for the Property Awards categories will be announced by the end of July. The winners will be revealed at The Licensing Awards event on Tuesday September 16th in The Great Room at London’s prestigious Grosvenor House Hotel.

The U.K. Licensing Awards are organized by The Licensing Source Book to recognize all aspects of the licensing industry in the U.K. Categories honor the best retailers, products, properties and marketing across the licensing field. More than 5,000 licensed products were considered this year by a judging panel that included retail buyers from a range of stores including Toys R Us, Tesco and Sainsbury’s among others.

We are very thrilled the licensing program has been recognized by our business community.

License! Global has a full list of finalists.

Corona Extra Introduces Boxing Bottles

corona extra boxing bottles

Corona Extra is continuing a successful 2013 promotion by introducing its 2014 Limited Edition Boxing bottles collection. The new wrapped bottles feature images, stats and signatures of six boxers including: Danny Garcia, Marcos Maidana, Adrien Broner, Paulie Malignaggi, Daniel Ponce de Leon, and Leo Santa Cruz. All of these boxers are participating in the Corona Extra sponsored Golden Boy Boxing competition.

The new bottles recently made their debut at the Canelo/Lara fight weigh-in in Las Vegas, Nevada.

The promotional boxing bottles will be available at retail from August 15 through October 31. The wrapped bottles are only available in the 18 pack boxes of Corona Extra.

To further support its sponsorship,  Corona Extra is hosting a contest in which customers can win a VIP trip to the the Mayweather vs. Maidana fight taking place on September 13 at the MGM Grand Garden Arena in Las Vegas. Consumers can enter starting August 9 through September 2 via the Corona Boxing hub at  Other content hosted on the hub includes fighter bios, videos and photos. Additionally, visitors can vote for which fighters will appear on the 2015 promotional bottles.

Corona Extra’s boxing bottles are a powerful marketing tool for the brand since boxing is a sport that appeals to their core demographic of adult males. As the U.S. licensing agent for Corona Extra, The Joester Loria Group looks forward to further expanding the Corona Extra brand into new categories aligned with their brand DNA.

Kellogg’s Featured in New Anya Hindmarch Campaign

anya hindmarch kellogg's wwd

Image via

For the Fall/Winter 2014 season, many designers presented collections inspired by symbols of everyday life found at the supermarket and fast food restaurants. Karl Lagerfeld’s Chanel collection was shown against the backdrop of a chic grocery store, while Jeremy Scott’s Moschino show was largely inspired by McDonald’s and other famous food brands.

Accessories designer Anya Hindmarch was also on trend when she debuted her line of Fall/Winter 2014 handbags featuring iconic Kellogg’s characters like Tony the Tiger. As reported by Women’s Wear Daily, to support the retail launch of this new collection, Anya Hindmarch has created an advertising campaign with the help of London creative agency David James Associates. The image features the brand’s Tony the Tiger handbag styled alongside household objects including a carton of eggs, bleach, sugar cubes and tin cans.  Shot by Julia Hetta and styled by Hannes Hetta, the image is inspired by the composition style of Dutch Masters’ still life paintings.

The ads will debut in the September editions of several British publications including Vogue, Harper’s Bazaar and Elle. The brand has also developed a film inspired by the collection, which will premiere on British Vogue’s website in September.