Girl Scouts of the USA (Earthbound)
The fast-growing Girl Scouts licensing program has continued to achieve widespread success. After more than 110 years, Girl Scouts of the USA has heightened their relevancy by empowering consumers to connect with the brand in new and exciting ways. This past year, GSUSA launched cookie- and program-inspired items across a range of categories, including food and beverage, beauty and personal care, and toys. GSUSA launched new products with iconic household brands, such as Kraft Jell-O, General Mills Chex Mix, and Chipwich. In addition to driving significant sales, these products are now sold in over 100,000 retail stores nationwide, including Costco, Walmart, and Target. GSUSA also launched partnerships with leaders in the quick serve restaurant space. Items at IHOP, Andy’s, Swensons, and Duck Donuts brought the famous Girl Scout Cookies ® to consumers through out-of-the-box innovations with real cookie pieces. To support their launch, IHOP hosted Girl Scout Cookie booths at over 300 locations over three days. The licensing program garnered over four billion digital impressions across shared marketing efforts.
Goodyear – The Goodyear Tire & Rubber Company (IMG)
Goodyear, the more than 125-year-old global tire brand, is committed to quality, reliability, and durability, aspects that naturally transfer to a wide range of licensed products categories. Goodyear is present in numerous categories, including car accessories, auto-parts, power tools, hardware, lifestyle apparel, bags, watches, footwear, mobility, 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 the qualities and materials of its tires. Continued presence and growth in 2024 confirmed Goodyear is just as relevant today as ever before. In 2024, Goodyear licensed products were sold globally by over 100 licensees. The program secured strong distribution channels in top retailers worldwide, including Walmart, Costco, Home Depot, Carrefour, Tmall, Lucky Brand, GAP, Huf, and Anti Social Social Club. Goodyear transformed from a tire and rubber company into a global multiple-category franchise.
JEEP – Stellantis (IMG)
The Jeep brand is more than just a vehicle—it’s become synonymous with a state-of-mind—freedom of adventure. The Jeep brand program brings to consumers, through licensed product executions and collaborations, a way to pursue their passions and adventures. The Jeep brand built a global retail lifestyle program optimized through its iconic brand elements and four labels—Jeep, JXP, JEEP SPIRIT, and Jeep Kids —across categories such as performance apparel, footwear, luggage/bags, e-mobility, and more. Jeep apparel has become the third biggest outdoor apparel brand in China and South Korea. It launched collaborations with Tier One outdoor/adventure lifestyle companies, vineyard vines, Merrell, Marathon Watches, and more. It launched a multi-territory strategic luggage and bags partnership with Delsey Paris. It operates in over 7,500 Jeep branded retail locations with consistent YOY growth. It launched new programs in expanded distribution, including Abercrombie, Zara, Buc-ee’s, Warehouse Clubs, and Walmart.
Kodak – Eastman Kodak Company
Kodak’s licensing program extends the brand’s legacy into new and relevant markets, balancing heritage with innovation. The brand’s B2B expansion into automotive protective films and solar energy solutions demonstrates its ability to innovate across diverse industries. Kodak remains a trusted name in consumer electronics, while its collaborations with global icons like HUF and H&M have introduced the brand to new generations through high-profile fashion partnerships. With licensing revenues achieving 14% CAGR growth over the past five years across more than 25 categories, Kodak’s strategy is delivering sustained success. This unique ability to innovate within emerging technologies while honoring its rich heritage solidifies Kodak’s position as one of the most visionary and trusted corporate brands in licensing today.
Lamborghini – Volkswagen Group (Enzo e Partners)
The Lamborghini car brand has cooperated with many big brands and launched many excellent products, including the K70 Pro Champion Edition and K80 Pro Champion Edition, which were co-branded with Redmi and were sold out as soon as they were launched. The brand partnered with Popmart to launch the Mga Space Molly trendy toy series. It is also a mobile game in cooperation with Tencent PUBG. The above products have received positive responses from the market once they were launched. It has had a profound positive impact on various industries.
Scotts Miracle-Gro – The Scotts Company (Seltzer Licensing Group)
Scotts Miracle-Gro has exemplified leadership in corporate brand licensing through innovative partnerships, strategic growth, and impactful initiatives. In 2024, the program added six new licensees across diverse categories, including footwear, hand tools, grow lighting, lawn/leaf bags, tree wound care, and seed germination blankets, showcasing its ability to expand into untapped markets. These additions complement an already robust portfolio of 20 licensees, including garden gloves, lawn-mowers, hoses, tools, and more. A standout collaboration with PSD Underwear demonstrated the program’s trend-forward approach. The Red Toolbox’s Kids Garden Set, which launched in all Costco locations and earned a TOTY finalist nomination, underscored its commitment to high-quality, market-relevant products. The annual Marketing/Communications Summit further fostered collaboration and alignment among licensees. With distribution through Home Depot, Lowe’s, Walmart, and more, Scotts Miracle-Gro is a shining example of the power of brand licensing.
