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Dr. Scholl’s – Scholl’s Wellness Company (Brandgenuity)
Brandgenuity helped Dr. Scholl’s expand its longstanding licensing program and deliver on its brand promise of providing support, comfort, relief, care, and prevention. The program encompasses footwear, compression socks, and new-to-market programs in automotive accessories and wellness products. The footwear program, developed with Caleres, is a Top 30 brand in women’s fashion footwear. The compression sock program, developed with Renfro, is the #1 brand in health and wellness socks. The Dr. Scholl’s brand creates health and wellness products that help people do more of what they love—from the ground up. Since its inception, Dr. Scholl’s has led with vision and innovation, with products designed with expertise to provide easy, effective, and long-lasting solutions to help eliminate fatigue, discomfort, and pain at the source.
Girl Scouts of the USA (Earthbound)
The Girl Scouts’ licensing program has been one of the fastest growing programs in the nation. As a 110-year-old brand, Girl Scouts has found a way to reinvent themselves and bring tremendous brand relevancy through licensed products. This past year, Girl Scouts launched cookie-inspired items with iconic household brands, including Skippy, Native, and Nestle. Notably, the launch of the Little Tikes 2-in-1 Cookie Booth Playset marked their first ever STEM product collaboration. Through groundbreaking innovation and high-quality execution, they have bridged the gap of flavor, trend, and fun for licensed products while driving significant sales and royalty revenue. Girl Scouts’ licensed goods are now sold in over 100,000 retail doors, including major retailers such as Target and Walmart. With the largest CPG companies as licensees, the associated marketing efforts have generated billions in organic digital engagement. It’s clear that consumers cannot get enough of Girl Scouts licensed products.
Hershey’s – The Hershey Company
The Hershey’s franchise is known for its classic Hershey’s bar and iconic Hershey’s Kisses, solidifying Hershey’s position as the #1 solid milk chocolate brand. The Hershey Company has seen tremendous success by leveraging the power of the brand. Hershey continues to ignite excitement in the marketplace through new launches, such as with Hershey’s frozen fruit. Hershey has a global presence across several other categories and continues to disrupt the marketplace both in confection and licensed goods. Notably, the recent collaboration between Hershey’s and Crocs garnered over one billion earned media impressions. With an innovative pipeline ahead, Hershey is poised to deliver more moments of goodness around the world.
Kodak – Eastman Kodak Company
This year marks an exciting chapter in the Kodak story. The licensing portfolio grew across diverse sectors. From home décor to esteemed fashion brands like Huf and H&M, we are expanding our reach and influence like never before. These partnerships signify our ability to bridge generations, seamlessly merging modern technology with retro charm to captivate audiences worldwide. Kodak’s relentless pursuit of excellence, coupled with our unwavering commitment to innovation, sets us apart as leaders in the industry. As we embark on this next chapter, we remain steadfast in our mission to capture hearts, inspire minds, and shape the future of technology. Together with our partners, we will continue to redefine what it means to be iconic!
Scotts, Miracle-Gro – The Scotts Company (Seltzer Licensing Group)
The Scotts Miracle-Gro Company licensing program now boasts 20 partners with over 650 SKUs spanning nearly 100 different products, including garden gloves, power tools, plant support, raised garden beds, lawn mowers, watering accessories, composters, children’s toys, live bulbs, landscape fabric, tank sprayers, ice melt, storage sheds, greenhouses, and more. Scotts Miracle-Gro licensed products can be found in over 10,000 doors across more than 30 unique retailers such as Home Depot, Lowe’s, Walmart, Costco, ACE, True Value, Meijer’s, Kroger, Menards, Tractor Supply, QVC/HSN, and Amazon, among many others.
United States Postal Service (Global Icons)
Preparing to celebrate 250 years in 2025, the United States Postal Service (USPS) remains a prominent brand in the United States, connecting with every single American household. Working with its agency, Global Icons, USPS generated licensed global sales across diverse product categories and previously collaborated with renowned brands like Forever 21, Anti-Social Social Club, Bape, and Vans, generating millions of brand impressions, enhancing retail placement, and providing consistent annual revenue growth. Managing an extensive company portfolio, the USPS Licensing team has strategically connected USPS to new generations and markets, exemplified by its digital stamp art NFT initiative, a children’s book featuring its iconic character called Mr. ZIP’s Windy Day, and the first-ever interactive detective game, True Crime Stories, introducing players to the Postal Inspection Service. USPS continues to leverage licensing to engage a range of audiences, intended to educate, entertain, and inspire through its rich history and countless creative assets.
