Cloth masks are just a business now.

At first, any mask licensing program had a charitable aspect, since neither manufacturers nor brand owners wanted to be seen as pandemic profiteers. Now, while some charitable elements remain, the category has become largely a fast-growth component of the larger licensing landscape. In addition to licensed sports and entertainment versions, the category has attracted a growing legion of fashion designers and brands.

Consumer sales figures are hard to find; MaskClub.com says it’s selling or donating a mask every 10 seconds.  And Etsy says its makers sold 12 million in April alone.

Evolving business
It’s a constantly evolving business, even for those who were in early. For example, we’ve heard that Disney, which has been self-sourcing masks sold through its eCommerce store, Disney store and in its parks, is now talking with potential licensees.

Elsewhere, new players and efforts abound in all aspect of the business:

• Crayola introduced kids’ mask five-packs – one for each day of a normal school week.
• Rubie’s Costume Co. signed a deal with Disney to create Marvel-licensed cloth masks that are designed to match full costumes, says CEO Howard Beige. The youth and adult line will launch with 10-12 SKUs in September, largely through ecommerce.
• Jewel Branding & Licensing also has signed deals for several artists, says President Ilana Wilensky.
• Laurel Home, a company better known for licensed art shower curtains, bath mats and bedding, extended its agreement with CA Studio’s for its “Fluidity” designs to include face masks, says Marty Segelbaum of MHS Licensing, which represents CA. MHS also signed agreements with collectibles company Bradshaw Exchange for Hauptman Bros. bird designs and Rico Industries for artist Anne Pryor’s “Lovitude”. All three were extensions of existing agreements.
• Trevco signed an agreement with the Georgia High School Association (GHSA) to sell masks featuring logos of private and public schools, with royalties going back to 450 schools. It’s the first of what it hopes will be additional school programs via agent K12 Licensing. Trevco also continues to license a host of brands. Recent additions include Universal Pictures (Jurassic World, Jaws); Authentic Brands Group (Elvis Presley, Marilyn Monroe, Muhammad Ali); Sesame Street; Crayola; The Smurfs, Dippin’ Dots and ViacomCBS (Nickelodeon, Star Trek, CBS, MTV, BET).
• Hanesbrands jumped into the business this month under the Hanes and Champion brands, getting prime placement in bins at the front of some Walmart stores.

• Fred Segal is selling them under its own brand online and through its California stores. It also carries masks created by about 20Los Angeles designers in its Los Angeles, CA, location.