By Mark Seavy

Podcasts are turning up the volume with new licensing efforts.

This strategy was clear at Licensing Expo in Las Vegas, with Amazon’s Wondery providing insights into its network of more than 300 podcasts during a keynote presentation.

In particular, the science and STEM-focused podcast “Wow in the World” (758 episodes) from National Public Radio’s Guy Raz was highlighted at the tradeshow. Retail Monster is representing Wondery for licensing and “Wow in the World” has landed agreements for board games (Goliath Games) and STEM toys (Thames & Cosmos). The STEM toys will launch in September featuring 30 minutes of podcast audio accessed through QR codes affixed to the products.

“Every brand extension is an on-ramp to bring someone into a podcast,” said Nicole Blake, a former Warner Bros. executive who joined Wondery as Head of Franchise Development in 2021. “It is not about where the IP starts, but what you do with it. It is more about holding a fan’s hand a bit and taking them on a journey. With this fandom there is a formula to create franchises. We have been taking a page out of the Hollywood playbook in using the data, technology, and storytelling to create long-standing franchises.”

Moving forward, Wondery plans to also make podcasts like  “American History Tellers,” “Business Wars,” and “MrBallen” available for licensing.

Many podcasts have established fan bases, and Wondery reports it has 20 million unique monthly listeners—though it does not disclose how many are paid subscribers. The challenge will be to convert that fervor into retailer interest and product sales, industry executives said. Because while a number of podcast networks sell apparel and accessories inspired by their most popular shows, a large portion of that is non-licensed and available through eCommerce.  Podcast-related apparel available through Wondery is sourced by its ecommerce supplier Snow Commerce.

Now, with Wondery serving as an early entrant into podcast-focused brand licensing, it remains to be seen how other networks might follow suit.

Realm, for example, creates original fiction podcasts and audiobook series. It is home to podcasts like “Bookburners,” “Tremontaine,” “Bullet Catcher,” “Harley Quinn and The Joker” and “The Flash: Escape the Midnight Circus.” Realm is testing the waters for merchandise by making non-licensed products available through its website, said Russell Binder, a partner at Striker Entertainment. Striker is an advisor to the company on content partnerships, co-productions, and IP and entertainment adaptations.

“There is a future for scripted fictional podcasts and licensing, but the market needs to mature some more, and the audience needs to grow,” Binder said. “We are bullish on what the potential can be. But for now, the listenership for true crime, pop culture/celebrity, news, tech, and self-help/motivation [podcasts] are significantly larger. In showcasing that eCommerce and event merch, it is possible to derive some nice additional revenues.”

As it stands, many licensing agencies are hesitant to go all in and commit to podcast brands as a retail-ready licensing source.

“We look at podcasters the same as influencers,” said Steven Heller, President of The Brand Liaison. “All have a strong potential with their core audience and direct-to-consumer can do very well, but it has not been proven to work at retail yet. Once they crack the code at retail, it could lead to an interesting vertical for licensing.”