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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.

Conference Report: Enough With Millennials — It’s Time For Retail Radicals to Embrace NOW’ers - NEW YORK, NY; August 2, 2018—If you’re not looking at the NOW’ers (aka Generation Z or the Post-Millennials), you’re already behind in the retail and marketing wars, says Kathy Sheehan, EVP/GM of GfK Consumer Trends, a market research organization. And if you think that the only difference between NOW’ers and Millennials is that the NOW’ers […]
Amazon’s Big and Others’ Little Boxes: An Idiosyncratic Take on Licensing Expo - NEW YORK, NY; May 26, 2018—In the end, it’s all about boxes, isn’t it? Amazon was, is, and will remain The Topic for licensors, manufacturers, retailers, consultants, agents, and anyone else involved in the business of licensing. And what is Amazon about if not boxes? The headline out of Licensing Expo in Las Vegas this […]
Whither the Donald Trump Licensing Program? - BROOKLYN, NY; April 13, 2018 — A basic Google search of “Trump suits” brings up the results pictured above — including a suit for sale at Walmart, which is a working click through, presumably selling off what was left of the line Macy’s stopped selling after then-candidate Trump’s remarks about Mexican immigrants being criminals and […]
Put Your Toys Away? - So much of the coverage of Toys ‘R’ Us’s demise is mis-directed. CNN Money gets it right. Debt killed the toy star — not Amazon. As for the dire forecasts elsewhere that fewer toys will be sold? Others will pick up the pieces. Indeed, does this spell O-P-P-O-R-T-U-N-I-T-Y for someone?
Walking The Aisles: NY Toy Fair 2018 - BROOKLYN, NY: February 23, 2018—An idiosyncratic distillation of New York Toy Fair this week. Is Rubik’s the Toy World’s Betty Boop? Max Fleischer’s Betty Boop first appeared as a cartoon character in 1930. She has since been successfully licensed for thousands of products. Even young people who don’t recognize the name know the image. And […]
Inadvertent Case Study: Jimmy Buffett’s Margaritaville Lifestyle Brand - BROOKLYN, NY; February 11, 2018—One of the best inadvertent case studies of a licensing program I can recall ostensibly centers on the imminent Broadway opening of Jimmy Buffett’s musical “Escape to Margaritaville.” But the guts of the piece are about “the Margaritaville® Mesquite BBQ Rub:” how Buffett the millionaire maintains the “authenticity” of his heavily […]
Driving Living History Forward With National Geographic Consumer Products - ACROSS THE UNITED STATES; July 17, 2017—Rarely do you literally drive head-on into the challenges and opportunities of licensing as my wife Riva and I did this summer. The property: National Geographic, founded in 1888. Tracing the route: Start with an elaborate, beautifully orchestrated presentation at Licensing Expo in Las Vegas, an early stop on […]
What to Look For Between the Aisles and Behind the Curtains at Licensing Expo 2017 - NEW YORK, NY; MAY 20, 2017—It’s not the carefully worded polished press releases or the beautifully choreographed licensee summits that generate the “news” of Licensing Expo. It’s in how the companies behind those releases and events complement, contrast and compete with each other that the trendlines can be discerned. Here’s what to look for behind […]
Licensing Into The Home - NEW YORK, NY; April 19, 2017—Celebrity designer Nikki Chu posted a piece of wall art on Instagram recently and received 45 requests asking where to purchase it within 10 minutes. “People are hungry for the instant gratification of buying the products they see online,” Chu said as part of an International Licensing Industry Merchandisers Association […]