Ateco Group & RAM Australia – Yellowstone (Haven Licensing)
In November 2024, RAM Trucks Australia and Paramount Consumer Products & Experiences ANZ launched an exciting new partnership that brings the world of Yellowstone to life, with the reveal of a RAM heavy-duty pickup truck inspired by the series. This RAM 2500 Yellowstone edition is the perfect solution for customers wanting a pickup truck with a difference. Based on the highly-competent 2500 heavy duty model, along with the already impressive model features and capability, the Yellowstone edition is instantly recognisable by the exclusive official Yellowstone graphics on the rear of the cargo tub, Yellowstone edition badges on the front doors, and a Yellowstone edition badge above the rear cabin sliding window. The partnership was supported with a purchase-lead consumer promotion for any RAM 2500 Yellowstone edition customer to go into the running to win a trip to the Dutton ranch in Montana.
Crosley – The Beatles (Bravado)
Crosley Radio released a limited-edition 1964 Beatles mini three-inch turntable, in celebration of the 60th anniversary of the band’s first American concert tour. The 1964 Beatles mini record player paid homage to The Beatles’ first ever American performance on the Ed Sullivan Show, which was viewed by a then record setting audience of 75 million people and kicked off the arrival of Beatlemania in the United States. The following summer they returned to the States and embarked on their first American tour. The custom mini Bluetooth turntable was bundled with some of the first songs the band played on the Ed Sullivan Show, including “I Want to Hold Your Hand,” “Till There Was You,” “I Saw Her Standing There,” and “She Loves You.” Included with the set is a carrying case for all four songs from The Beatles, which celebrates the original 1964 tour poster and concert dates.
Precious Sound – The Rolling Stones (Bravado)
The Rolling Stones stabilizer uniquely blends precision engineering with the craftsmanship of pure silver, making it a must-have collectible for devoted audiophiles and fans. Limited to 1,962 units, it enhances sound quality by reducing warping and minimizing unwanted vibrations. Inspired by the band’s legacy and enduring connection to vinyl, each set features three .999 silver inserts in 3D relief showcasing the iconic imagery from the vibrant Licks icon to the matte-polished ‘70s logo. The stand-out Hackney Diamonds insert boasts a striking black-proof finish and textured silver motif. The stabilizer is crafted with longevity in mind, using recycled silver and housed in a premium bamboo box designed to last a lifetime. This timeless piece preserves The Rolling Stones’ music and legacy.
Razer – Kuromi (Alifish)
As the world’s leading gaming lifestyle brand, Razer has once again collaborated with Sanrio to launch a new set of Kuromi products in the summer of 2024, including a headset, keyboard, mouse and mouse mat bundle, and soundbar. The Kuromi-themed design has been incredibly popular among fans. In just three months. During China’s double-11 shopping festival, the Kuromi set also stood out in the Tmall mouse and keyboard category rankings, securing a spot in the Top 10 in terms of sales. Moreover, the male-to-female purchase ratio for this set reached an unprecedented 3:7, successfully attracting a large number of new customers and diversifying the brand’s user base.
Retrospekt – Miffy (The Joester Loria Group)
The popular vintage tech brand Retrospekt partnered Gen Z’s favorite, Miffy, for a colorful collection that included 35mm cameras, camera bags, an analog flip clock, refurbished Polaroid cameras, a cassette player, and a turntable, all showcasing Miffy’s signature colors. Launched in fall 2024 at Urban Outfitters and sold on the Retrospekt Store, the vibrant collection thrilled Miffy fans with the Polaroid 600 Miffy Instant Film Camera selling out in days at Urban Outfitters. Fans flocked to social media to showcase their purchases, delivering over 318,000 web events on the Retrospect site and driving millions of impressions. This standout collaboration bridges generations with its nostalgic, high-quality products and reimagined retro design, solidifying Miffy’s legacy in the cultural zeitgeist.
Thai Honda – Hello Kitty (Sanrio)
In collaboration with Pacific Licensing Studio, Honda Thailand partnered with Sanrio Southeast Asia to launch the world’s first limited-edition motorcycle celebrating Hello Kitty’s 50th Anniversary. Released on August 15, 2024, the collection featured 2,000 motorcycles adorned with Hello Kitty’s iconic face, red ribbons, and vibrant, kawaii designs. Each bike came with matching accessories, including a helmet, scarf, and key set. The unique designs struck a chord with consumers, selling out within a month. Honda Thailand’s strategic marketing efforts, bolstered by community engagement and influencer promotions, significantly amplified the campaign’s success. This led to a four-times return on investment in brand awareness and a global media value of US$500,000. The collaboration not only reinforced Honda Thailand’s position as a market leader but also highlighted the power of combining popular culture and lifestyle innovation to captivate consumers.
THOR Kitchen – Gordon Ramsay (Brand Central & CAA Brand Management)
THOR Kitchen, a leader in high-performance kitchen appliances, collaborated with multi-Michelin-starred chef and restaurateur Gordon Ramsay to launch an exclusive new line of kitchen appliances designed to elevate the home cooking experience. The THOR x Gordon Ramsay collection features professional-grade kitchen appliances designed for performance and style. The collection includes versatile tilt panel gas range, along with electric ranges, French-door refrigerators, and dishwashers. Each appliance is available in a stainless-steel finish, with optional handle sets in bronze, rose gold, and navy blue. The collection also includes a limited-edition black series, offering a sophisticated touch. This new line exemplifies the best in design and performance, bringing professional-quality tools to home kitchens around the world. Its appliances combine Ramsay’s expertise with THOR Kitchen’s engineering. The THOR x Gordon Ramsay collection launched with a national television commercial online and at key retail locations.
Vanzo – Batman (Pacific Licensing)
Vanzo, a leader in functional air fresheners, partnered with Warner Bros. Discovery Consumer Products to celebrate Batman’s 85th anniversary with a car fragrance inspired by the iconic 1989 Batmobile. Targeting males aged 18-40, the collaboration captivated automotive enthusiasts, Batman fans, and collectors. Distributed across 500 retail points in Malaysia, the launch achieved remarkable success, exceeding 25,000 units in 12 weeks. A robust digital marketing campaign that included leveraging on 20 KOLs garnered over three million impressions on social media, at a 4.5% ad click-through rate. In-store activations featuring a Batmobile display and themed packaging spurred impulse purchases, with social media promotion attributing to 40% of the first-week sales. This campaign highlighted Vanzo’s innovation and ability to transform consumer passion into measurable retail success, setting a new standard for licensed product launches.
