Steven Ekstract
(He/Him)
- Managing Director, Licensing International
- Managing Director, License! Global
New York, United States
As seen in:
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Licensing International,
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The New York Times,
Financial Times,
Reuters,
CNBC,
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License Global,
Proyecta podcast de emprendimiento
Covers:
Pop Culture, Art, Brands, Digital, Entertainment, Fashion, Gaming, Heritage, Sports, Emerging markets,
Keen observer,analyst and reporter of the $300 billion a year licensing business.
Articles by Steven Ekstract
Viewpoint: Fandom Has Left the Building … and Entered the Experience Economy
Walking the floor at Licensing Expo this year, one message came through clearly: fandom is no longer confined to entertainment properties, sports teams or children’s characters. Virtually any brand with history, personality and emotional relevance can inspire a fan community. The opportunity is much larger than placing a familiar logo on another product. The real business is turning recognition into participation, participation into belonging and belonging into commerce.
Celebrity Licensing: When Your Name Becomes the Brand – and the Risk
Steven EkstractLicense Global The global licensing industry thrives on powerful intellectual property – from sports leagues and entertainment franchises to fashion brands and fine art. But over the past three decades, another form of IP has quietly become one of the most potent forces in consumer products: the celebrity brand.
Experience Economy Fuels Licensing Growth
The licensing business is a mirror for broader cultural and economic trends. As tariff wars between the U.S. and its trading partners make licensed consumer products more expensive at retail, brand owners and licensees are struggling to maintain margins while meeting consumer expectations. Yet a bright spot has emerged: The Experience Economy. Consumers are placing a premium on immersive events and brand collaborations that drive cultural engagement and fuel product purchases.
Two New Tools Aim to Demystify Brand Licensing
Steven Ekstract is managing director of Global Licensing Advisors. Ekstract is also the founder of License Global magazineLicense Global Viewpoint Column As the licensing industry gathers once again in Las Vegas for Licensing Expo 2025, two landmark educational resources are launching to empower newcomers, business partners, and global brands looking to break into the licensing space. Together, they represent the most accessible and practical learning tools the industry has ever seen.
How Licensing is Navigating Trump’s 145% China Duties
Here we go again. In a move that feels ripped from the 2018 playbook – but with the volume turned up to 11– President Donald Trump has reignited the U.S.-China trade war, sending tremors across global supply chains and putting the licensing industry once again in the crosshairs. On April 9, Trump announced a sweeping 145% tariff on all Chinese imports, a dramatic escalation that excludes China from a 90-day tariff pause extended to other trade partners.
How is the U.S.-China Trade War Reshaping Licensing?
Steven Ekstract is managing director of Global Licensing Advisors. Ekstract is also the founder of License Global magazine.License Global Viewpoint Column In just a few weeks since his return to office, President Donald Trump’s trade policies have already begun reshaping U.S. companies’ business landscape, especially in the licensing sector. Initially, Trump threatened our largest trading neighbors, Canada and Mexico, with imposing tariffs of 25%.
Toys Brands Expand into Mediums
Steven Ekstract is managing director of Global Licensing Advisors. Ekstract is also the founder of License Global magazine.License Global The toy industryis undergoing a transformation, driven by the rapid rise of digital entertainment and evolving play patterns among children. Toy brands such as Mattel,Spin Master,Hasbro and LEGO are pioneering a new era of interactive experiences by blending traditional toys with digital games, apps and online platforms.
Bentonville Film Festival Announces 2025 Dates and Launch of X Tracks Licensing Summit
BFFoundation (BFF), in collaboration with founding partner, Walmart, and presenting partner, Coca-Cola, has announced the 2025 Bentonville Film Festival dates and the introduction of the X Tracks Executive Licensing Summit, created by Steven Ekstract, managing director, Global Licensing Advisors (and founder, License Global).
The Evolution of Brand Licensing
Steven EkstractLicense Global Twenty-five years ago,I found myself at the inaugural Brand Licensing London event, a wide-eyed newcomer stepping into the world of licensing. Just a year before, I had taken the leap from a mainstream entertainment newspaper to start License! Magazine, a decision that would forever change the course of my career. At that time, the brand licensing landscape was a smaller, more fragmented space where independent retailers and manufacturers haggled for the best deals.
The 2024 Licensing Landscape
Steven EkstractLicense Global Global Challenges The war in Ukraine has led to a massive refugee crisis, disrupted agricultural production and has threatened the sovereignty of Eastern European NATO members. Similarly, the war in Gaza threatens civilian populations and major shipping routes, promoting regional instability. China’s expanding dominance in the Asia-Pacific region, coupled with accusations of social media disinformation through TikTok, fuels global fears.
Exploring the Trends at Kidscreen
Steven EkstractLicense Global The Kidscreen Summit stands as an annual beacon in the ever-evolving landscape of children’s entertainment, offering a tantalizing glimpse into the future of content creation, distribution and licensing. This year’s iteration, held in San Diego, not only marked a geographical shift from its traditional Miami locale but also spotlighted the transformative power of licensing in shaping the realm of children’s media.
The Changemakers: The Natural History Museum
Maxine Lister.The Natural History Musuem The licensing industry has global influence; consumers flock to buy the products the industry creates, and the revenue driven at retail is a substantial driver in a brand’s power to implement change. Some executives harness the power of their position to become what License Global calls a changemaker, meaning that to create the change they want to see in the world, they are uncovering licensing’s potential as a catalyst.
Hunter Price Partners with DreamWorks Animation for ‘Gabby’s Dollhouse’
Collaboration includes hair accessories, reusable bags, gifting, hats, gloves, scarves and umbrellas.
Mallet London, Smiley Launch Capsule Collection
Collaborative capsule collection is based on Mallet London’s Neptune style and is available in black and white exclusively at Mallet.com. Mallet London & Smiley Capsule Collection Mallet London, The Smiley Company Mallet London, a British luxury footwear brand, has partnered with Smiley to produce an exclusive collection with unique baubles in the bubble that move and shake as you walk.
Borussia Dortmund, Legends Enter Long-Term Partnership
Legends will work with the BVB merchandising, IT and e-commerce teams to develop a more integrated, seamless international e-commerce experience. Borussia Dortmund, Legends logosBorussia Dortmund, Legends German soccer team, Borussia Dortmund (BVB), and Legends, a global experiences company, have announced a long-term partnership focused on building an innovative e-commerce platform offering an enhanced, best-in-class global shopping experience for BVB fans.
UTA, Los Angeles Fire Department Foundation Announce Partnership
UTA will spearhead LAFD’s licensing efforts. Los Angeles Fire Department FoundationUTA Global talent, entertainment, sports and advisory company, UTA, has announced a partnership with the Los Angeles Fire Department Foundation (LAFD). With a comprehensive, mission-driven strategy, UTA will spearhead LAFD’s licensing efforts and oversee the signing and managing of the properties’ licensees.
Taco Bell, Tajín Blend Flavors in Limited-Time Menu
Taco Bell and Tajín unveil a limited-time menu available to Orange County, Calif., residents until March 6 or while supplies last. Taco Bell menu items with Tajín seasoning. Taco Bell The flavors of Tajín are combining with Taco Bell classics in a new menu. First unveiled at Live Más LIVE, Taco Bell’s innovation keynote earlier this month, the new menu will feature a Tajín Crunchy Taco, Tajín Twists and a Tajín Strawberry Freeze.
LMCA Inks Strategic Licensing Program with Revere Ware
Cookware brand is expanding into an array of kitchen essentials, including cookware, bakeware, flatware, kitchen gadgets and small appliances. Revere Ware logoRevere Ware, LMCA LMCA has announced the launch of a strategic licensing program for cookware brand, Revere Ware. For over 80 years, Revere Ware has been at the heart of family kitchens, creating durable and high-quality cookware.
Funko Announces New Collectible Line: Project Fred
Starting March 7, fans can purchase the first drop of the series based on the Bob’s Big Boy mascot. The Project Fred mascot.Funko Funko, a pop-culture lifestyle brand, has announced the launch of its new collectible line, Project Fred. The new collection stands as Funko’s first concentrated foray into the world of premium collectibles. Based on the food mascot, Project Fred 01 – Bob’s Big Boy is a nod to Funko’s first product, the Bob’s Big Boy Wacky Wobbler.
New Pokémon Games Revealed on Pokémon Day
The Pokémon Company International is also gearing up for U.S. premiere of “Pokémon Horizons: The Series” with new celebratory experiences. “Pokémon Legends: Z-A.”The Pokémon Company International As part of the celebration of Pokémon Day on Feb. 27, the Pokémon Company group has revealed “Pokémon Legends: Z-A,” a new video game. The new game will be released exclusively on Nintendo Switch family of systems worldwide next year.
Introducing: LEGO Islands - New Experiences in ‘Fortnite’
The LEGO Group launches two new kid- and family-friendly experiences within “Fortnite,” published by the brand, for players to continue their LEGO gaming journey.
Disguise Extends Rights for ‘Halo’ Franchise
Disguise will continue designing, marketing, manufacturing and distributing costumes and costume accessories worldwide for the video game franchise. Disguise, the costume division of JAKKS Pacific, has announced the extension of its partnership with 343 Industries as a global costume partner for the “Halo” franchise. This renewal sees Disguise slated to continue designing, marketing, manufacturing and distributing costumes and costume accessories worldwide for “Halo” fans of all ages.
PGS Entertainment, The Smiley Company Launch ‘Mini Smiley’
New musical preschool entertainment adventure is based on the Original Smiley. “Mini Smiley” still imagePGS Entertainment, The Smiley Company PGS Entertainment, in partnership with The Smiley Company, has announced “Mini Smiley,” an animated sing-along series based on the Original Smiley. In a fusion of education and entertainment, “Mini Smiley” introduces a collection of songs, while the Smiley logo is brought to life with 3D animation and songs sung by kids, for kids.
Minding the Stores: The Partnership of Retail and Licensing
Laura Freedman-Dagg, Licensing for RetailGlobal Licensing Group I’m writing this exactly two years since moving into the head of retail role at Informa Markets’ Global Licensing Group. The second edition of Licensing for Retail Day in London, which takes place Mar. 7, is rapidly approaching, so it feels like a good time for some reflection and a check-in on where we are with our retail-specific ambitions.
Funko and Dunkin’ Team for Super Bowl-Inspired Collab
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace. Through its print edition, website, daily e-newsletter and event publications, License Globalreaches more than 150,000 executives and professionals in all major markets.
Maurizio Distefano Licensing Celebrates 10 Years
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace. Through its print edition, website, daily e-newsletter and event publications, License Globalreaches more than 150,000 executives and professionals in all major markets.
PUMA Releases FENTY x PUMA Avanti Pony
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace. Through its print edition, website, daily e-newsletter and event publications, License Globalreaches more than 150,000 executives and professionals in all major markets.
Saucony, Bodega Launch Limited-Edition Sneaker Collab
New release features the Grid Shadow 2 silhouette in a new light, with ‘au naturale’ earth shades. Saucony x Bodega Limited Edition Sneaker CollabSaucony Saucony, a global performance running lifestyle brand, has announced its first collaboration of the year with longtime partner and renowned curator of fashion and streetwear, Bodega. The limited-edition Bodega x Saucony Grid Shadow 2 “Jaunt Woven” will be available online at Bodega now and at Saucony.com beginning March 1.
BEAM be amazing Partners with Dole Food Company
Supplements to be released in collaboration brokered by Beanstalk. Dole BEAM Super GreensBEAM, Dole Food Company BEAM be amazing, a clean supplement brand, has announced a partnership with Dole Food Company. This strategic alliance enables Dole to further broaden its reach into new categories in the health and wellness sector, commencing with a collaboration centered around BEAM’s best-selling product, Super Greens.
Asembl Launches Menz Violet Crumble x AllKinds Personal Care Collab
Food and beverage brand moves into personal care with new collaboration. Menz Violet CrumbleAsembl Brand extension agency, Asembl, has launched Menz Violet Crumble into the personal care category for the first time with a collaboration with Allkinds. Now in Allkinds stores across Australia and online ahead of Easter, the limited-edition collection brings together the honeycomb appeal of Violet Crumble with Allkinds personal care.
BoxLunch Celebrates 30 Years of DreamWorks Animation with Apparel
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace. Through its print edition, website, daily e-newsletter and event publications, License Globalreaches more than 150,000 executives and professionals in all major markets.
Blippi Comes to Build-A-Bear
License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace. Through its print edition, website, daily e-newsletter and event publications, License Globalreaches more than 150,000 executives and professionals in all major markets.
The London Studio Appoints New Licensing Manager
Jess Brown will support expansion strategy and source new licensing opportunities. The London Studio. Jess Brown Art licensing and design company, The London Studio, has announced the appointment of Jess Brown to the role of licensing manager with immediate effect. She will report to Soula Zavacopoulos, founder and director, The London Studio.
French Connection Teams with Concept One
New accessories for fashion brand make their way to retail. Concept One Accessories logo.Concept One Accessories French Connection, global contemporary lifestyle brand, has unveiled a partnership with Concept One Accessories, a fashion accessories creator and licensee in North America, to debut a line of soft accessories. “We are thrilled to partner with Concept One Accessories, a leader in this category, to bring this to market,” says Carolyn Glynos, president, USA, French Connection.
Thomas & Friends Holiday Movie, New Netflix Series Announced
Latest batch of Thomas & Friends episodes releases on Netflix March 7, with “Thomas & Friends: The Christmas Letter Express,” a 60-minute movie, debuting on the streamer later this year. Thomas & Friends "All Engines Go"Mattel Television Studios, Nelvana Studios. Mattel has announced the Thomas & Friends franchise’s first 60-minute holiday movie, “Thomas & Friends: The Christmas Letter Express,” will debut in late 2024.
Legends of Learning, Rovio Launch ‘Angry Birds’-Themed Educational Games
Two games are included in the initial launch. "Angry Birds" as featured in Legends of Learning games. Rovio Rovio Entertainment, the creative force behind “Angry Birds,” has partnered with Legends of Learning, a game-based learning platform, to introduce a series of STEM-focused educational games. The collaboration, which was facilitated by Angry Birds’ global licensing agency, IMG, leverages the brand’s characters and settings to create a new way for students to learn STEM concepts.
MINISO Announces Westfield Stratford City Store Grand Opening
Westfield Stratford City store will be the first MINISO store in East London and the first 300 customers will receive a complimentary goody bag with purchase. MINISO Store, Westfield Stratford CityMINISO Lifestyle retailer, MINISO, has announced the opening of its newest store at Westfield Stratford City, London. Nestled in the heart of Westfield shopping center, on the lower ground floor near McDonald’s, MINISO will open its doors to the public March 1.
Guru Studio Earns TV Rights for Puffin’s ‘Where’s Spot?’ Children’s Book
Animated preschool TV series is in the works based on Eric Hill’s classic lift-the-flap book series from Puffin. SpotGuru Studio, The Eric and Gillian Hill Family Trust / Salspot Puffin, part of Penguin Random House Children’s UK, has announced the TV rights to its children’s book series, “Spot,” have been optioned by animated storyteller, Guru Studio.
Streets’ Golden Gaytime Teams with Griffin’s Marvels
Golden Gaytime-inspired biscuits are available now. Asembl, Streets and Griffin's logos. Asembl Brand extension agency, Asembl, has partnered with Streets’ Golden Gaytime and Griffin’s Marvels to debut Golden Gaytime-inspired biscuits. Available now from Coles stores nationally and online, the Griffin’s Marvels Golden Gaytime-inspired biscuits are topped with toffee-flavored crème covered with milk chocolate and vanilla biscuit crumbs.
Navigating the 2024 Licensing Landscape
Steven Ekstract notes the upcoming challenges and opportunities. Steven Ekstract.License Global In the intricate world of licensing, where brands strive to harness the power of renowned names to elevate sales, 2024 unfolds with opportunities and challenges. Winston Churchill aptly remarked, “The pessimist sees difficulty in every opportunity. The optimist sees opportunity in every difficulty,” setting the stage for winners and losers in licensing.
Joester Loria Group Celebrates 25 Years
Joester Loria Group logo. Joester Loria Group The Joester Loria Group (JLG) has marked its 25th anniversary, celebrating its delivering award-winning licensing programs, brand extensions and strategic partnerships for some of the world’s most renowned and coveted brands.
Steven Ekstract | License Global
Steven Ekstract, a former Brand Director of the Global Licensing Group, has been a leading voice in the licensing industry for more than two decades. After working in Entertainment Journalism and Marketing including Video Review, Premiere magazines and the Hollywood Reporter, Ekstract founded License Global magazine in 1997, the leading news source for the brand licensing industry. He is often tapped as a thought leader to provide his insights and forecasts on the licensing business.
‘Poppy Playtime Forever’ Game Launches on Roblox
Collaboration between Mob Entertainment and Jazwares Game Studio underscores Mob Entertainment’s expansion into diversified platforms and exploration of new player experiences.
Moomin x Karen Mabon Sleepwear Launches
Limited-edition collection is available now. Sleepwear from Karen Mabon x Moomin Characters CollectionKaren Mabon Luxury sleepwear designer, Karen Mabon, collaborates with Moomin Characters on a limited-edition collection. This exclusive collection, a fusion of Mabon’s signature curious style and the timeless charm of the Moomins, arrived in late January.
Football / Soccer Brand Licensing, Partnerships and Collaborations | Latest News | License Global
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Pokémon: A Masterclass in Brand Evolution
A vibrant, hopeful brand emphasizing friendship, curiosity, problem-solving and, of course, pocket monsters, Pokémon has brought millions of “Trainers” together to explore multiple regions and catch, share or battle hundreds of Pokémon.
Coca-Cola Is Making A Coke Drink That Tastes Like ‘League Of Legends’…
Videogame franchises like #leagueoflegends with more than 150 million registered players, are natural marketing partners for #brands looking to reach #genz audiences. This month, #cocacola partnered with #riotgames to create a brand new Ultimate Limited Edition Flavor of #cokezero #brand #videogames #brandextensions #licensing #entertainmentxtracks #marketing https://lnkd.in/e8UTjqaK Coca-Cola Is Making A Coke Drink That Tastes Like ‘League Of Legends’ Experience Points
#bananasinpyjamas #everythingoldisnewagain
When I began my career in licensing 25 years ago, I had the good fortune to meet two characters from down under known as B1 and B2. The brains behind these two bananas were none other than Grahame Grassby of ABC and Fred Gaffney of Gaffney Licensing. I really miss those guys, so imagine my delight when these photos from last week's Fred and Grazza go Banana's Show in Sydney arrived in my email. Is it possible the band is getting back together? Could #BananasinPyjamas be making a comeback?
The Summer of ‘Barbie’ Has Only Just Begun
Huge kudos to #Mattel for the #brandcollaborations they have done for #barbiethemovie. Truly a masters level course in brand revival. Whatever the film does at the #boxoffice #Mattel has done a brilliant job of #marketingandadvertising and #brandextensions. This is #licensing at its finest! #film #brand #hollywood #revival #licensing #toys The Summer of ‘Barbie’ Has Only Just Begun
TV’s Streaming Bubble Has Burst, Writers Are Striking, and “Everybody Is…
Friends and colleagues in #consumerproductslicensing this article in Vanity Fair sums up the future of #streaming . The short version “I think the misconception was the winners are always going to be the ones with the most amount of content, when in fact the winners are gonna be the ones with the most mass hits. And what breaks through that clutter for most people is #franchises #content.”https://lnkd.in/ecv-KBiV?
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