In December 2021, BuzzFeed announced a merger with 890 Fifth Avenue Partners, a publicly traded, special-purpose acquisition company (SPAC) that brought BuzzFeed public. With acquisitions of media companies Complex Networks and Huff Post, BuzzFeed can expand the reach of cross-platform news and entertainment network across generations. 

BuzzFeed, Inc. can now use its brands, BuzzFeed, Complex Networks, Huff Post and Tasty, to expand its reach into products in the lifestyle category. Specifically, in food and beverage with BuzzFeed’s Tasty and Complex Network’s First We Feast brands. 

“Complex Networks’ audience values a curated collaboration,” says Melanie Summers, senior vice president, consumer products, BuzzFeed. “We’re working with different influencers within the art world and music space. We have a huge sneaker culture. That’s how I see licensing within the Complex Networks pillar. BuzzFeed, Inc. is now home to so many different brands that represent the extensive cultural interest of our audience. With that in mind, we have a different licensing approach than any of our competitors. Our audience is so engaged that we can bring them more of these 360 experiences where we know what our audience likes and what they’re interacting with. Then we can bring them those products and physical branded experiences that connect with all our content. That’s where it’s quite different and how you’ll see us emerging more in licensing in different ways. BuzzFeed, Inc. understands and has the power to predict the shopping habits of our audience. As a data-driven brand, BuzzFeed, Inc. has the advantage of tapping into its extensive analytics and research from across its portfolio to help better inform scalable next steps for all our brands’ licensing programs.” 

Related:BuzzFeed, Macy's Launch New Homeware Line

Read the full story in the May issue of License Global, out now!