Fledgling tech companies are increasingly partnering with licensed IPs in a bid to break through in a market where artificial intelligence (AI), or at least the mention of it, has become table stakes.

That scramble for licensed brand recognition was on full display at the recent Pepcom Holiday Spectacular in New York where companies debuted or extended their technologies in new directions.

For example, EverBoard Digital, which signed a licensing agreement with Hasbro earlier this year, demonstrated a 21.5-inch touchscreen LCD with HD resolution that is replete with generative AI to create play experiences blurring the lines between board and mobile games. While Hasbro titles like Monopoly, Scrabble and Chutes and Ladders hue closely to their themes, internally developed titles can use the EverVibe Game Creator to speak or type a description of the game they want to play or choose from menus containing possible themes, rules, controls and visual styles. This allows users to create customized versions of some games for up to six players. Everboard ($499) is exclusive at Best Buy through the holidays.

And then there is Particula’s GoChess Wizard Alive chess set (preorder at $699, $999 after) that ships in December and uses AI for real-time hints, coaching, and self-moving pieces. The latter feature is powered by four wheeled micro-robots built into a 19-by-19-inch ABS plastic board that enables players to move any of the 32 pieces using voice commands. The pieces respond to a command in a matter of seconds, much in the way they did to Ron Weasley’s voice in Warner Bros. Pictures’ Harry Potter and the Sorcerer’s Stone film that was released in 2001.

Particula, which sold through an initial preorder of 1,000 sets in September and launched a second round of 1,000 on September 28, is readying an updated version of the game for 2027, Particula Chief Marketing Officer Chris Herbert said. It will be keyed to the release of the new Harry Potter and the Philosopher’s Stone series on HBO and its streaming service, which is being released in December. The chess set is paired with a smart phone app.

“If we sold the chess set under Particula, it would require a lot more explanation than the Harry Potter brand and licensing makes it easier for smaller companies to enter the market,” said Herbert, whose company first introduced its robotic technology with a non-licensed GoChess launched on Kickstarter in May 2023. “Consumers may not be familiar with Particula or understand chess, but they more than likely know Harry Potter.”

Particula also plans to introduce a balance board under licensed brand in 2027, said Donnie Coryea, Sales Manager for North America at Particula.

Rounding out the AI-enabled products at the Pepcom event was Flowtica’s Verso notetaker ($199) that ships in December. The device has 62-gigabytes of storage and E-Ink Holdings’ microcapsule-based display that features 259 dots per inch resolution and shows images by manipulating charged particles with tiny capsules, a technology that allows for low power consumption and high visibility in varying light conditions. The 0.26-inch-thick device attaches to a smartphone and uses AI to deliver a live transcript and summary of a conversation while also sorting action items and due dates.

Meanwhile, Vitalist Inc. is launching sales of a licensed smartwatch under Authentic Brands Group’s Reebok brand on November 5 at Best Buy, Walmart, and other retailers.

The device contains Vitalist’s internally  developed operating system along with a 1.43-inch OLED self-emitting display and 128 GB of memory. It tracks more than 80 sports activities, contains Reebok Connect and allows for Bluetooth calling. Vitalist has the Reebok license for wearables in North and South America.

“There is brand recognition and loyalty that comes along with the Reebok name which makes marketing the product much easier,” said a Vitalist spokesperson, who also noted that surveys have shown that Reebok carries 87% brand recognition in the U.S.