Ira Mayer’s knowledge and vast network of contacts and connections in the licensing business are rooted in his 25+ years as publisher and executive editor of The Licensing Letter, Entertainment Marketing Letter, and other newsletters and research studies.
As a consultant, Ira conducts competitive research and assists companies in the licensing business in extending product lines, expanding distribution, and opening new markets.
Ira lectures widely on retail and consumer trends; provides executive and academic education; and conducts retail tours focused on the competition among licensed, national and private label brands.
For more about Ira, including his two decades as a rock and roll critic, click here.
Toy Fair NY 2020: What Was Cool, What Might Last, What Was Missing - NEW YORK, NY; February 26, 2020—Characters (and logos) trending up: Harry Potter and Frozen II are still everywhere. Don’t underestimate the staying power of NASA for kids, especially with the namesake organization increasingly active once again. And EVERYONE wants Pink Fong’s Baby Shark license for something. (So maybe there’s another season in Baby Shark, but […] Shopping the Stationery & NY NOW Aisles for Specialty Licensing Opportunities - NEW YORK, NY; February 5, 2020—In: Cannabis and CBD products, including specialty packaging companies catering to that market. Out: Reusable straws, at least from a fancy design standpoint, now that they’re commodified. And here are my finds for new products well suited for licensing, and others ripe for expanding existing licensed offerings. Confronting the Apparel Industry’s ‘Going Out of Business Model’ - “What made us successful yesterday may be the reason for our failure tomorrow,” said Edwin Keh of the Hong Kong Research Institute of Textiles and Apparel at the Sourcing Journal Summit: The New Fundamentals. Indeed, the rate of change in the apparel and footwear industries over the past decade will be mightily outpaced by the […] Is There No Rest for the Disney Consumer? - On the surface, embedding 750 sq. foot Disney Stores in 25 Target stores starting next month, with another 40 planned a year from now, is a win-win: It’s a great differentiator for Target, gives Disney properties further exposure, and guarantees additional distribution for some licensees’ and Disney Store-exclusive merchandise. But: • To what extent will […] Suck It Up: Straws Are the ‘It’ Product at NY Now, National Stationery Show - NEW YORK, NY; August 13, 2019—How can you differentiate one reusable straw from other reusable straws? Let me count the ways based on eight among many on display at NY Now and the National Stationery Show at the Javits Center here this week. Materials: Stainless steel, silicone, titanium, paper, glass. Style: Floral/beach/animal motif, solid color, […] Is Cauliflower the New Kale? And Other Trends from the Fancy Food Show - NEW YORK; JULY 12, 2019—It’s been a few years since I attended the Specialty Food Association’s Fancy Food Show. I’d forgotten how you have to pace yourself on sampling, and that this show is overwhelming in the best sense. Here’s the skinny… Is cauliflower the new kale? Peekaboo has cauliflower “hidden” (their word) in […]