10 Minutes With … CAA Brand Management on Partnerships and Collaborations

License Global: What are some of the key collaborations that have defined CAA’s approach to licensing?  

Roze: Collaborations are a key way to bring excitement to our licensing programs, take our clients into new spaces and speak to their consumers and fans. CAA Brand Management prides itself on bringing partnerships that make sense, be it through shared values, storytelling, community engagement or beyond. 

For instance, bridging the gap between the virtual and physical worlds with collabs such as League of Legends x Louis Vuitton, Minecraft x Burberry and Minecraft x Lacoste, or transposing the essence of a brand in meaningful ways in categories such as Food and Beverage with Coke and Sprite and Tic Tac; “Stranger Things” and Preferred Popcorn with the “Stranger Things Salsas Negras” for “Stranger Things” day; location-based entertainment, bringing the fans closer to beloved brands through an F1 exhibition or Paddington x Langham Hotel or Peter Rabbit Year of the Rabbit-themed afternoon tea at the Peninsula. 

But one should never forget the core of the licensing business, which is the mono-branded licensed products that convey the core storytelling, like the Bridgerton dinnerware range at Liverpool in Mexico; sustainable, buildable 3D Minecraft Makerz Kits by Bladez Toys; McLaren model cars by Sunrich and the list goes on. 

Burberry x Minecraft collection.

Why do you think corporate brands resonate so well with licensed product consumers? 

Licensing is one of the tools that helps bring a brand or icon closer to its audience and community. We at CAA Brand Management represent many brands that wouldn’t necessarily be seen as obvious licensing IP. Corporate brands can have a legacy with very strong and established identities, which we translate into meaningful, recognizable and authentic licensed products or services. 

We treat each of our clients in a bespoke and unique manner, be it corporate, automotive, gaming, sports or character brands, developing programs that speak to the audience and more. 

As an example, the recent Ford x Madewell partnership was an obvious pairing in our eyes. The collaboration was a sartorial ode to Ford’s rich American history with pieces inspired by the Ford Bronco and Baja California Bronco racers. Bobcat x Tribons, which launched in South Korea in September 2023, is a high-end, gorp-core fashion brand, not only aligning what Bobcat stands for as a brand but responding to local consumer trends and putting the brand where its audience wants to see it.  

What new trends are you seeing in the licensing industry?  

Consumers demand authentic and meaningful partnerships that are also aligned with cultural specificities. Fan-first, thoughtful partnerships are key in the age of consumer fatigue. Fans want to see truly unexpected partnerships – the more niche, the better, or even better, co-created with fans.  

Brands are also expected to act as community facilitators. Consumers expect brands to create moments for real-life connection, from community meetups to a focus on fun, play and light-heartedness. As we have seen with Selfridges joke shop, we are witnessing a wider shift to humor, fun and silliness.  

Additionally, convenience is key. Brands that are helping remove friction from consumers’ lives will prosper. Finally, for Gen Alpha, products that help with children’s emotional intelligence will remain a key trend for 2024, promoting skills like empathy, resilience and self-regulation.  

What advice would you give to someone just starting in licensing? 

Be curious. The world of licensing is extremely diverse with many different product categories and territory and regional considerations. You will find that licensing is everywhere.    

Make connections. Building relationships is the key to a successful career in licensing, from brands and licensees to retailers. In addition to your day-to-day interactions, attend licensing events and build your own network. 

Be proactive. Don’t be afraid to take any opportunity given, as it is another chance to learn and build up your knowledge. 

Are there new IPs and brands that you’ll be showcasing at Licensing Expo this year?  

We are excited to officially showcase our global partnership with Ms. Rachel, who is taking the world by storm, and Dr. Seuss as we look to translate its huge legacy into licensed products in Latin America. We also have recently added Draper James to our portfolio and are excited to share this beautiful brand with our licensees. We look forward to connecting our existing partners, prospects, and retailers with all our clients, including Minecraft, Red Bull Racing, Porsche, Playboy, Bob Marley and more. 

What can we expect from CAA for the remainder of 2024 and into 2025?  

We will continue to focus on going the extra mile and delivering for our clients around the world. There are some exciting new launches on the horizon, but I won’t spoil the surprise.