Beetlejuice Beetlejuice – Warner Bros. Discovery
It’s showtime! To celebrate the long-awaited Beetlejuice Beetlejuice, Warner Bros. Discovery Global Consumer Products launched an after-lifestyle collection featuring high-fashion collaborations and spooky merchandise. Target’s collection, inspired by Astrid’s Northanger Prep style, included a crest blazer, pleated skort, and spooky sweatshirts. Forever 21 launched a 40-piece collection, while Dolls Kill delivered edgy, haunting fashion. Taylor Joelle and Bums & Roses offered stylish kidswear, and Diff Eyewear’s bold sunglasses nodded to the supernatural. Loungefly’s accessories, HEYDUDE’s glow-in-the-dark shoes, and Glamnetic’s spooky press-on nails added an eerie flair. Halloween was a hit with Party City, Rubies, and Spirit costumes, plus Gemmy’s inflatables. Keebler’s dark chocolate cookies mimicked Beetlejuice’s suit, while NECA’s prop replicas and figures captivated fans with over a million social impressions. Beetlejuice Beetlejuice cemented itself as an evergreen franchise.
Bridgerton – Netflix
Netflix and Shondaland have launched lifestyle partnerships to let fans “Live Like a Bridgerton” since December 2023. These collaborations allow fans to indulge in the romance of Bridgerton daily, offering products like silk pajamas, rose-scented bath essentials, and more. With over 35 partners, the collections span beauty, fashion, food, fragrance, home décor, and more, aiming to transport fans to a modern Regency world. The initiative included fan activations, stunts, and pop-ups across numerous countries over eight months, collaborations with cast members, and a digital content series that generated over 87,000 retail clicks. The campaign spotlighted season three, with several collections exceeding sales projections. Notably, Lush saw a 25% subscriber increase and Primark’s collection post gained 21.3 million TikTok views. The initiative received industry acclaim, including a Grand Clio Award in 2024.
Deadpool & Wolverine – The Walt Disney Company / Marvel
Marvel Studios’ Deadpool & Wolverine shattered box office records, becoming the highest grossing R-rated film ever and dominating pop culture and the consumer products space. Ryan Reynold’s Deadpool humor translated into cheeky merchandise, while the return of Hugh Jackman’s Wolverine and the classic X-Men look fueled demand for collectibles. Brand collaborations supported the film from Hasbro, Funko, Heineken, Heinz, Xbox, Citizen, Pandora, and many more. Hasbro expanded its Marvel Legends line with action figures, roleplay claws, and katanas. Dogpool inspired the Dogpool plush, complete with the pup’s signature mask and floppy tongue. DiGiorno introduced four limited-edition pizzas inspired by the heroes. Hot Topic and BoxLunch offered exclusive apparel, including a Doodles capsule, showcasing the characters’ friendship. The marketing campaigns supporting the products embraced the film’s raunchy humor, entering bold, irreverent territory that Disney had never explored before—yet executed masterfully, proving that edgy campaigns can thrive for the right audience.
Ghostbusters: Frozen Empire – Sony Pictures
In advance of the Ghostbusters: Frozen Empire theatrical release on March 22nd, 2024, Sony Pictures Consumer Products bolstered its global program with all-new products and unique brand collaborations to immerse fans in the legendary Ghostbusters universe. The robust consumer products program, anchored by key licensees including Hasbro, Funko, and Kellogg’s allowed fans to gear up for the next chapter in the iconic franchise. All new Ghostbusters: Frozen Empire licensee collaborations launched in conjunction with the film release, including a limited-edition collection of boots inspired by the film from Timberland, apparel, the signature red parkas featured in the film from Wuxly, a new four-issue series from Dark Horse Comics, and a fashion collection featuring glow-in-the-dark apparel and accessories from Hot Topic. And fans and gamers enjoyed interactive collaborations as Ghostbusters took over Scopely’s Stumbleverse in Stumble Guys and Ghostbusters and Guardians joined forces in Bungie’s sci-fi action game Destiny 2.
Godzilla – Toho International
Godzilla is a pop-culture icon of global recognition. In anticipation of the franchise’s 70th anniversary, a worldwide campaign was launched across a wide range of categories that were anchored by two theatrical films: Godzilla Minus One (Toho Studios) and Godzilla x Kong: The New Empire (Legendary Pictures). Godzilla Minus One would go on to win an Oscar at the 96th Academy Awards. The “King of the Monsters” also appeared in crossovers with distinguished IPs, including DC Comics’ Justice League, the Marvel Comics Universe, and Hasbro’s Power Rangers. Godzilla was also featured in the AppleTV+ Series Monarch – The Legacy of Monsters. Video game/interactive highlights include Fortnite, Call of Duty, Minecraft, BrawlStars, Raw Thrills, and Stern Pinball. Fashion highlights include Uniqlo, H&M, Santa Cruz Skateboards, Billionaire’s Boys Club, RIPnDIP, Brain Dead, and Tokidoki. Activation highlights include San Francisco Giants, McDonald’s, and Circle K. Collectibles/toy highlights include Funko/Mondo, Playmates, Bandai, Super7, Hasbro, Mattel, McFarlane, and Jada Toy.
Monster Jam – Feld Entertainment
The global leader in monster truck motorsports entertainment, Monster Jam provides jaw-dropping displays and gravity-defying feats that entertain millions of fans around the world. Monster Jam events feature some of the most famous trucks in the world, including Grave Digger, Max-DTM, El Toro Loco, and many more. World-class drivers push these perfectly engineered Monster Jam trucks to their limits in Freestyle, 2-Wheel Skills Challenge, and Racing competitions. This adrenaline-charged fun puts families on the edge of their seats and leaves them craving more of this unexpected, unscripted, and unforgettable event.
Wicked – Universal Products & Experiences
NBCUniversal defied gravity in the fall 2024 with the generation-defining, cinematic event film Wicked. Breaking multiple box office records and still popular in theaters and at home, the film dominated the cultural conversation as the world was painted pink and green, and the film’s stars took over the internet. With more than five billion earned press impressions and sales that exceeded expectations, Universal Products & Experiences proved the popularity of this new franchise for the fall/holiday season. From retail takeovers at Target, Ulta, Liverpool, Bloomingdales, and Liberty of London to gorgeous on-trend licensed partnerships with Voluspa, Stanley, BEIS, r.e.m. beauty, Roots, ALDO, Lingua Franca NYC, and more, to toys and collectibles from Mattel, LEGO, Noble, Funko, Insight Editions, and Random House—the strategy to reach generations of fans in categories they most desired and with products in every hue of pink and green was insanely successful. Watch out for what’s in store for part two, Wicked: For Good, coming Fall 2025.
