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Arm & Hammer – Church & Dwight (Brandgenuity)
Arm & Hammer, the versatile brand that neutralizes odors and naturally freshens, cleans, whitens, and brightens, can be found in more aisles across the store than any other brand and solves problems in every room of the house. The program boasts more than $730 million in retail sales, 23 licensees, and 700 SKUs across household cleaning, pet care, foot care, personal care, automotive care, baby care, home care, and more.
Key licensees and products include Hefty + Arm & Hammer Trash Bags with patented odor neutralizers, pet care products from Petmate, home air filtration products from Protect Plus, body washes and hand soaps from A.P. Deauville, pet oral care and grooming from Fetch for Pets, Munchkin + Arm & Hammer diaper pails with refill bags, and the newly launched FitRight Fresh Start with Arm & Hammer incontinence products.
Atari (Beanstalk)
Founded in 1972, Atari played an integral role in the development of the gaming industry. Atari’s iconic games, including Pong, Asteroids, Centipede, and Missile Command, have been played by many millions, and the brand continues to bring joy to gamers. Atari’s expansive licensing program is dedicated to honoring the legacy of the brand and inspiring a new generation of fans through innovative retail and product activations.
Top categories for the program include apparel, electronics, accessories, home décor, gifting, and collectibles. Atari recently celebrated its 50th anniversary by releasing a celebratory game collection, taking players on an interactive journey through 50 years of video games with over 100 playable classics and remakes. Atari also launched several licensing partnerships and collaborations, including the retro replica console with LEGO, a stylish, sustainable footwear range with Cariuma, and the Atari x Misfit ‘JK5’ limited edition watch collection.
Braun – Procter & Gamble (Beanstalk)
Braun is internationally renowned for its brand equities of innovative German design, craftsmanship, and sustainability, with a licensing program that delivers innovative and desirable products that enhance consumers’ lives. 2022 has been an exciting year for Braun, with licensees that span multiple lifestyle categories encompassing healthcare, time pieces, audio, household appliances, and the newly licensed category of haircare. In addition to Conair joining the licensing program across EMEA in early 2022, Braun has also achieved increased brand awareness through licensing due to multiple fashion collaborations with brands such as Kith and Off-White, helping target the Gen-Z consumer, as well as product launches within new markets such as South Korea and Australia. As the program continues to grow, the licensed products continue to remain close to the brand ethos, providing solutions to real consumer lifestyle needs while staying true to its German design heritage.
Goodyear – The Goodyear Tire & Rubber Co. (IMG)
Goodyear, the 125-year-old global tire brand, is committed to quality, reliability, and durability, qualities that naturally transfer to a wide range of licensed products categories. Goodyear is present in categories including car accessories, auto-parts, power tools, hardware, lifestyle apparel, watches, footwear, eScooters, and memorabilia. The dedicated licensing team ensures each partnership is a clear match with the Goodyear brand, carefully selecting the best licensees to provide premium products that apply many of the qualities and materials of its tires. Continued presence and growth in 2022 confirmed Goodyear is just as relevant today as ever before. In 2022, Goodyear licensed products were sold globally by over 100 licensees.
Securing strong distribution channels in top retailers worldwide—including Walmart, Costco, Home Depot, Carrefour, Tmall, Lucky Brand, GAP, and American Eagle—Goodyear has transformed from a tire and rubber company into a global, multiple category franchise.
Kodak – Eastman Kodak Company
Kodak has been capturing memories for over a century and its products have left an indelible mark on the world. Kodak’s ability to evolve with technology and maintain relevance in an ever-changing industry is a testament to its enduring popularity. The Kodak Printomatic Instant Print Camera is a perfect example of this, combining the nostalgia of instant photography with the convenience of a digital device.
Recent collaborations with popular fashion brands have brought a fresh and modern spin to the Kodak brand, appealing to a new generation of customers. The brand’s versatility and ability to connect with both Gen Z and older generations demonstrate its relevance and potential for continued success.
Kodak’s impressive record of innovation and partnerships (#49 in the License Global 2022 Top 150, up 35 places since 2020), combined with its presence in over 110 countries, make it a deserving candidate for this award.
United States Postal Service (Global Icons)
The USPS licensing program continues to “push the envelope.” In tandem with USPS’s agency, Global Icons, the USPS team championed disruptive licensed fashion collaborations with Forever 21, Anti Social Social Club, Fred Segal, Polaroid, Vans, and BAPE, which have been instrumental in building brand awareness and affinity with younger consumers.
The USPS team has also worked diligently to create a strategic digital initiative and was one of the first to market with stamp art NFTs, adapting quickly to a trending growth category targeting new and seasoned stamp collectors in the ever-evolving digitized world. In 2022, The Great American Mail Race board game was a Target retail exclusive, featured nationally in the USPS Holiday commercial and print mailer. With billions of brand impressions and continuous annual revenue growth, the USPS licensing program has exciting things planned as it prepares to celebrate 250 years in 2025!
