The Beatles – Apple Corps (Bravado)
The Beatles are pop culture icons that enjoy a truly global licensing presence, encompassing a wide range of price points, products, and retail exposures. They have a demographic base that is unique among rock bands, being split almost equally between male and female and ages that range from newborn to 80. Regardless of if you are a new fan discovering their music for the first time or a long-time fan, there are a multitude of choices. Whether it’s a deck of UNO cards, a pair of Yellow Submarine Crocs, a piece from the latest Alice & Olivia collection, or a child playing his first note on a Loog Guitar, we have something to offer our fans of all ages.
Dolly Parton – Speckled Bird (IMG)
In 2024, music icon Dolly Parton solidified her status as one of the most influential celebrity brands of all time through strategic expansions and creative launches like the Krispy Kreme Southern Sweets collection. Key product launches included the Dolly Wines (Accolade Wine) collection, now available in top retailers across the U.S., U.K., and Australia. The fragrance category soared with Scent Beauty, leading to the launch of Dolly Beauty, a highly praised line of cosmetics. A collaboration with Kendra Scott introduced beautifully crafted jewelry that resonated across demographics. Conagra doubled-down on the expanded partnership to extend beyond the Duncan Hines baking mixes to syrup, frozen desserts, and frozen meals beloved by millions. The food category naturally moved into kitchen cookware with the product line from Lodge cast iron sets and cooking accessories. Dolly’s record-breaking performance and worldwide retail placement sets the bar for celebrity licensing excellence.
Florence by Mills – Millie Bobby Brown (IMG)
Millie Bobby Brown’s lifestyle brand, florence by mills, has emerged as one of the world’s leading celebrity brands. Initially established as a beauty brand offering sustainable, affordable, and effective skincare solutions for Gen Z teens, florence by mills has successfully expanded over the past five years to encompass fashion (florencebymillsfashion.com), eyewear (available at Specsavers and America’s Best/NVI), and more. florence exemplifies the successful creation of a strong standalone brand fueled by celebrity star power. With an impressive following of 3.7 million on Instagram and 3.9 million on TikTok, florence by mills has today become an integral part of Gen Z culture. As we prepare to introduce exciting new categories later this year, florence by mills is poised to become a global household name, and we are eager to see the next chapter of this journey unfold.
Grateful Dead – Warner Music Experience
With over 50 releases and more than 100 active partners in 2024, the Grateful Dead continues to innovate across apparel, sports, beverage, and more! Sustainability remained a focus through a Gabriela Hearst designer capsule crafted from recycled materials. The band hit the ice with MARKET and Sherwood Hockey for a bold capsule featuring apparel, a hockey stick, and puck set modeled by NHL star Quinton Byfield. Partnerships with Drink Weird and Gnarly Head introduced yerba mate teas and limited-edition wines, available nationwide at major grocery chains! The GD x Rawlings baseball glove collection, fusing nostalgic Americana with modern design, sold out in a few days. Launching in June, the Grateful Dead saw a hugely successful campaign start with Lucky Brand. There was continuance on successful partnerships with James Perse, Slowtide, Super7, Casely, and many more partners. Globally, the Grateful Dead expanded their footprint with collaborations, including CSP Chaps (Jaspal) in Thailand, Youngcha (NBD) in Republic of Korea, and WIND AND SEA in Japan, cementing their legacy as pioneers in the licensing space.
Iron Maiden (Global Merchandising Services)
Iron Maiden achieved a stellar year in 2024 with their music and consumer products businesses. The legendary metal band sold nearly 1 million tickets across 10 countries. The band experienced significant growth with over 100 active licensees around the world, selling 2.3 million units of licensed products globally from a variety of partners, including NECA, Funko, Igloo Coolers, Superdry, USAOPOLY, and Stern Pinball, among many others. Fashion retailers such as C&A, Primark, Pull & Bear, Bershka, Hot Topic, Aeropostale, and Forever21 sold a staggering 634,000 units of apparel. Notably, Iron Maiden also formed new gaming collaborations, integrating with Dead by Daylight, Massive Warfare, and CSR2 Racing. Their omnipresence in pop culture was further cemented by opening Netflix’s top action movie, Rebel Ridge, with their iconic, “Fear of the Dark” anthem. Iron Maiden continues to amplify their legacy with these impressive milestones.
Martha Stewart – Marquee Brands
Martha Stewart is a multi-hyphenate, globally recognized lifestyle expert, personality, and tastemaker of all things cooking, home, and gardening. Her ever-expanding namesake brand is synonymous with delicious recipes, trusted advice, and stylish home decor. The licensee powerhouse is the epitome of style, innovation and reinvention, as evidenced in 2024 by the launch of Martha Stewart Garden Apparel at Tractor Supply and the continued expansion of assortments on Amazon and at JCPenney. Martha Stewart has also defined excellence in the food, beverage, and restaurant space, bringing her signature style and classic flavors from magazines, television, and her own kitchen to tables everywhere. In 2024, Martha Stewart continued to elevate her culinary legacy, celebrating the release of her 100th book with Martha: The Cookbook and expanding her reach through her Roku shows Martha Cooks and Martha Holidays. Her Goldbelly and Marley Spoon offerings have more than 65,000 active subscribers and brought her beloved recipes directly to consumers. A key 2024 highlight was the Tarte au Fromage, a standout recipe from her 100th book, which launched on Goldbelly to strong reception, further cementing her influence in the culinary industry.
The Rolling Stones – Musidor BV (Bravado)
To celebrate The Rolling Stones in 2024, multiple brand collaborations and activations were launched throughout the year. Supervinyl, a record shop in Hollywood, kicked off sales of their limited-edition RS apparel and custom turntables with a night of Stones’ music, the band’s exclusive Crossfire Hurricane Rum, and Hackney Diamonds custom window display. Brain Dead Studios, a streetwear brand, hosted a cinema and store takeover where guests could enjoy a screening of The Rolling Stones: Havana Moon concert film, a DJ spinning all Stones, and shopping the newly released merch collaboration. PHIX, known for English premium menswear with a 1970s aesthetic, paid homage to the Stones by seamlessly balancing luxury with bold use of the band’s infamous tongue logo across a limited collection of rhinestone studded pants, glitter embellished shirts, and embossed button jackets. Cookies, not just a cannabis company, cultivated a loud, rock ‘n roll vibe with their Rolling Stones merch collaboration by applying Cookies’ signature blue to the Stones’ iconic tongue logo across apparel, hats, backpack, and rugs.
