The Licensing Mixtape: Bioworld's Fan-First Approach to Licensing

Bioworld Merchandising’s Jennifer Staley and Beth Taylor highlight how the company’s “Fandom Forever” approach is a winning strategy.

License Global

October 5, 2020


Everyone is a fan of something. From big-budget action films to anime series, consumers from all walks of life connect with properties in a very real way. In licensing, those connections prove pivotal to developing successful product lines that resonate with fans in an authentic way. The trick for any successful licensee is to identify those hot, deeply-resonant properties – and then authentically bring them to life via consumer products.

To learn about the journey from property to product, License Global editors James Dohnert and Bibi Wardak spoke with Bioworld Merchandising executives in a brand-new episode of “The Licensing Mixtape.” This special Festival of Licensing episode featured interviews with Beth Taylor, director, licensing and new business, Bioworld, and Jennifer Staley, vice president, licensing, Bioworld, to learn more about the company’s prolific and effective “fandom forever” approach to licensing that has attributed to its success in nearly every category.

“The whole philosophy behind Bioworld is, what's the next opportunity for fans, right?” says Taylor. “Our most successful campaigns are when we identify what the fan wants and get there. So, fast-forward 22 years later, and we're able to supply that fan everything, head to toe, and then from the closet to the kitchen.”

By hiring actual fans who are tapped into all facets of pop culture, Bioworld is uniquely capable of identifying what most fans and consumers want early on, staying well ahead of the market. The company uses this insight and its strong, seamless partner relationships to consistently execute succesful licensing programs. 

“The fans really tell us what they want,” says Staley. “And you know, we take that information in and collaborate really closely with our licensing partners so that we can take back to them something that they're asking for – we're closely listening to what they want.”

Hear the full interview in the latest episode of "The Licensing Mixtape," and be sure to subscribe to the podcast on iTunesStitcherGoogle PlaySoundCloud or Spotify

The Licensing Mixtape · Episode 8 - Bioworld's Fan First Approach to Licensing


About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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