Welcome!

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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.

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, […]
Retail Radicals: Prescriptions from the Trenches for Revitalizing Physical and Online Selling (and Renting!) - NEW YORK, NY; August 8, 2019—The themes articulated through nine very different presentations at The Robin [Lewis] Report’s 10th annual Retail Radicals forum at Columbia University were consistent to a fault, with overlapping examples (often humorously so), and a common outlook despite the presenters coming from divergent sectors of the retail industry. The themes: Detrimental […]
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 […]
Tailor-Made for Licensing: Ira Mayer’s Three Must-See Products at NY Toy Fair - NEW YORK, NY; FEBRUARY 18, 2019—If it’s all about the elevator pitch, these three new products from three first-time exhibitors explain themselves instantly. As do licensed applications. All exemplify classic play value, each with a neat twist. Check them out in person before you leave Toy Fair, or online. #1. The Door Fort, from Cortex […]