License Global: What are some key partnerships that highlight MGM’s strength in the consumer product/brand extension space?
Robert Marick: Classic brands are new again and we’ve been fortunate to work with amazing licensees. These licensing partnerships represent just a glimpse of the diverse licensing programs MGM attracts. I am most proud of our partnership with Off-White, an Italian luxury fashion label rooted in modern streetwear and founded by American designer Virgil Abloh and the iconic film “Blue Velvet.” The label has collaborated with Nike, Levi’s, Jimmy Choo, IKEA and Évian. Abloh has
What are some ways MGM reaches its customers at market?
The media landscape has evolved significantly over the past few years and with that advancement, so has our licensed product relationship with the end-consumer. My job at MGM is to deepen the audience connection across multiple consumer touch points. I define this as the “View it – Buy it – Live it” strategy. To illustrate this, our content creators and distribution teams introduce our new and evergreen properties on existing and new platforms so consumers can view it. I extend the audience through unique and compelling products and services such as consumer products, publishing and interactive games – I call this “Buy it.” If the consumer is further invested in the brands, they will want to “Live it” through experiential programs such as location- and live-based entertainment. Hopefully this cycle will then repeat itself with fans of our brands interested to view more of our films and shows.
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