As film, television, and streaming production restarts following the settlement of the writers’ and actors’ strikes, anniversaries have become more important than ever to support licensing programs as brand owners work to fill the gaps in an ever-evolving content schedule. These milestones can be celebrated in a number of different ways, in support of several different strategies.

Disney, for example, promoted its 100th anniversary in October with a year-long licensing program across multiple product categories and distribution channels, using the milestone to maintain ongoing engagement for an extended period rather than limiting its celebrations to a short window of time.

Hasbro is focused on location-based entertainment for several of its upcoming anniversaries. The company is marking Peppa Pig’s 20th anniversary in 2024 with the opening of Merlin Entertainments’ Peppa-focused theme parks in Gunzberg, Germany and North Richland, TX. And NERF is highlighting its 54th anniversary with the Action Xperience family entertainment centers that licensee Kingsmen Xperience is opening in Pidgeon Forge, TN and Paramus, NJ. Hasbro’s celebrations for Transformers’ 40th anniversary, meanwhile, are being spotlighted in support of the franchise’s new animated film release, Transformers One, which was delayed from July to September 2024.

These celebrations can also help to highlight recent changes to a brand. The 24th anniversary of Neopets is being marked by online games developer NetDragons Websoft, which purchased the pet-collecting game in July after former owner JumpStart Games shut down. Licensing plans will feature a variety of products as well as a new mobile game, World of Neopets, which is being released in late 2024, said Carlin West, CEO of the Carlin West Agency that represents the brand.

“Anniversaries always provide a little reminder to the fan base that this is another great milestone for the brand and company, and to celebrate with limited-edition licensed products,” said Andrew Lieb, President of the JRL Agency, which is working the National Hot Rod Association (NHRA) to highlight its 75th anniversary next year. “It’s also something retailers can market to their customers.”

A brand’s ability to rise above the rest at a time when markets are filled with anniversary licensing programs hinges on timing and taking advantage of trends like the current nostalgia wave, West said. When done well, these anniversary offerings can increase a brand’s current relevance by taking advantage of its history.

Fans’ interest in nostalgia doesn’t necessarily extend to corporate brands, however. In addition to celebrating milestones for brands like Peppa Pig, Hasbro itself is marking its 100th anniversary in December. But the company has no major plans for licensing its corporate brand, focusing instead on entertainment IPs, said Casey Collins, President of Licensed Consumer Products at Hasbro.

Tools supplier Estwing Manufacturing, which largely markets to professional tradesmen, also had its 100th anniversary this year. But it focused on promoting the anniversary to retailers, Lieb said. And Brazil-based licensing agent Redibra raised awareness with industry professionals when it celebrated its 60th anniversary in August at LicensingCon in Sao Paulo, Brazil by announcing a representation agreement with Universal Music Group.

“It has to be something big, like a 100th or 50th anniversary, and has to be supported with some kind of campaign,” said Julian Montoya, SVP at collectibles supplier The Noble Collection. Without multiple points of interest across content and consumer products and a distinct point of view, Montoya said, the anniversary celebration is just a nice bullet point on a marketing presentation that doesn’t do much to drive business.