From Budweiser popcorn to Salt Bae salt: A look at food-based brand extensions at IFE

Fresh from a day at IFE 2022, Brands Untapped’s Billy Langsworthy looks at how the food and drink industry is engaging with the world of brand extensions.

Sustainable fashion brand Dedicated launches The Beatles collection

The range includes t-shirts featuring album artwork, as well as sweaters embroidered with the band’s iconic Abbey Road pose.

First ever Heinz cookbooks on the way from Ebury

The range will kick off with The Heinz Cookbook in May, followed by official Ketchup, HP Sauce, Beanz and Lea & Perrins books.

Motul model cars on the way from Sunrich Toys & Hobby

“This agreement offers a perfect showcase for the famous Motul livery and will delight hobbyists and motorsport enthusiasts everywhere,” said Motul’s Laurent Taieb.

Bridgerton tea collection arrives from The Republic of Tea

The range includes a Duke & Duchess Honey Breakfast Tea, a Featherington Blood Orange Mimosa Tea and a Queen’s Cake Vanilla Fruit Tea.

Spin Master signs as master toy partner for Skydance Animation

The partnership will kick off with Spin Master’s upcoming toy line for Skydance’s animated musical, Spellbound.

“We’re creating all-new stories that go beyond the games”: Aconyte’s Marc Gascoigne on creating novels for Asmodee’s board game brands

Marc Gascoigne – Publisher at Asmodee’s Aconyte Books arm – discusses how he approaches translating board games like Pandemic and Arkham Horror into successful novels.

A$AP Rocky, Mercedes-Benz and Pacsun team up for apparel collection

“I’ve been working with Mercedes since 2016, so the launch of this partnership of collaborative product is a proud moment for me,” said Rocky.

Skew’s Oliver Dyer on how the studio’s ‘Think. Shop. Do!’ workshop will help delegates crack brand challenges

The retail research event – taking place on Wednesday, March 30th – promises to ‘pack a week’s worth of research into a single day’.

Mattel, LEGO and The Marketing Store among speakers for Sustainability in Licensing Conference 2022

“We have some truly inspiring talks from some of the most pioneering thought leaders across design and creating a business with purpose,” said Helena Mansell-Stopher, founder and CEO of Products of Change, organiser of the Sustainability in Licensing Conference.

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