10 Minutes With … Danielle Marder

License Global speaks with Danielle Marder to find out about her new venture.

Patricia DeLuca, Senior Managing Editor

December 11, 2023

3 Min Read
Danielle Marder,  Sweet Peas
Danielle Marder Sweet Peas

Since 2017, License Global's annual Influential report has highlighted those making a mark in the licensing industry. Among the winners in The Influentials 2022 was Danielle Marder, who was named" The Brand Builder" for her work at Jazwares. License Global caught up with Marder to find out about her new venture and how her past work has led her to the new trajectory.

License Global: What was the feedback upon the news that you were named a License Global Influential in 2022?

Danielle Marder: My friends, family and colleagues couldn't have been more excited knowing the hard work, dedication and passion that went into my work over the years. I was honored to represent Jazwares and the Squishmallows team with "The Brand Builder" nomination. Being part of an award-winning, global powerhouse brand team was a privilege. I'm extremely thankful for my journey and all those who have continued to support me along the way.

You now have a new venture. Why did you decide to acquire Sweet Peas? 

Joining Adriana Hummel as a partner and chief operating officer of Sweet Peas is the perfect blend of family, fashion and creativity. As a mom of two and frustrated with offerings in the infant/toddler apparel market, I discovered Sweet Peas, after one purchase we were hooked on the buttery soft bamboo fabric, stretch and longevity, and elevated sustainable fashions. Joining forces with Adriana was the perfect fit. I'm thrilled to transition from toys to tots apparel to innovate the category with moms in mind. With our strategic growth initiatives, category expansion, mom-focused marketing and major entertainment collaborations in place, we are set to disrupt the industry, making Sweet Peas a top children's bamboo apparel company in 2024 and beyond.

What is Sweet Peas best known for?

Sweet Peas offers sustainable fashions made with Mom in mind: organic bamboo, free of harmful substances, hypoallergenic for all skin types, lightweight and breathable for year-round wear, durable reinforced stitching and closures, plus 360 stage-up stretch to fit in between sizes, allowing for a longer fit as kids grow through key milestones.

How has your career in licensing helped Sweet Peas?

Throughout my career, the most important things along the way that have shaped who I am today are my mentors, experiences, and family. Working with celebrity Curtis "50 Cent" Jackson's high-end consumer electronics company, SMS Audio, is what catapulted my career into becoming a leader in the toy industry at Jazwares for the past seven years – winning awards, building brands, disrupting categories, to name a few. These experiences have prepared me for this new venture in my career.

Recently, Sweet Peas launched a collection with Cloudco and Care Bears. How did the Care Bears collaborations come to be?

The Cloudco Care Bears team approached Sweet Peas to launch an exclusive collection shortly after going viral and being spotted on the Kardashians, Hillary Duff, Gabrielle Union, Taylen Biggs, The Osbournes and Shay Mitchell, to name a few.

Will Sweet Peas have any partnerships coming up in 2024?

We have secured many collaborations set to drop in 2024 and beyond, with the recent restock of our sold-out Care Bears Collection and our favorite '80s sweetheart, Strawberry Shortcake, which was released on Dec. 7.

Download the Influentials 2023.

About the Author(s)

Patricia DeLuca

Senior Managing Editor, License Global

Patricia DeLuca currently serves as License Global's Senior Managing Editor.

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