Weetabix and Lyle’s Golden Syrup team up for cereal collaboration

“Brand partnerships are on the rise with shoppers seeking authentic flavours and new experiences,” said Gareth Turner, Head of Marketing at Weetabix.

Ballantine’s and Gearbox Entertainment launch Borderlands whisky

The whisky features a label with a QR code that gives fans access to exclusive gameplay skins in Borderlands 3.

Baskin-Robbins readies first ever merch collection

The launch celebrates a new look for the ice cream brand.

CAA-GBG rebrands as CAA Brand Management

The name change comes as CAA acquires full ownership of the business.

Groove Inc debuts Chupa Chups fashion doll

The doll lands in Japan later this month.

What does the Science Museum look for in its licensed gifts? Gemma Woodward reveals all

The Science Museum’s Senior Partnerships Manager, Gemma Woodward, on partners, product and more.

Jane and Neil Woodhead on Speakeasy’s approach to creating licensed alcohol-infused ice cream

Start Licensing’s Ian Downes catches up with the team at Speakeasy, delving into the ice cream firm’s collaborations with brands like Ableforth’s Rumbullion and Lazzaroni’s Limoncello.

Iceland’s Barratt ice cream range welcomes Dolly Mix, Milk Teeth and Giant Strawberries flavours

Other flavours joining the expanded range includes Cherry Cola Bottle, Wham Rocket, Refreshers and Mini Poppets.

The Brand Radar: The Batman, Oreo and a deep dive into the world of licensed promotions

Prompted by an article bemoaning the amount of tie-in promotions around The Batman, Start Licensing’s Ian Downes explores this space, with the help of Snowball Effect’s Nikki Beckett, SGLP’s Simon Gresswell and Innovation Design Hub’s Paul Conisbee.

PepsiCo teams with IHOP for Pepsi Maple Syrup Cola

“We couldn’t be more excited to partner with IHOP on this special initiative, as it isn’t often we get to bring together two iconic brands to satisfy the cravings of pancake and Pepsi lovers alike,” said Todd Kaplan, Chief Marketing Officer at Pepsi.

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