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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.

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 […]
Applying Psychographics to Jeep Owners and Aspirers - NEW YORK, NY; SEPT 18, 2018—“Thinkers” value quality, reliability and longevity over lifestyle. “Achievers have a ‘me first, my family-first attitude’” and see money as defining success. “Innovators” are skeptical of advertising and are “number one into authenticity.” What’s it all mean in marketing terms? Luxury market analyst Pam Danziger takes a deep dive analyzing […]
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 […]