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LICENSING EXPO 2016

360 Degrees to Every Brand

More than ever before, consumers are demanding access to brands on multiple platforms. This is nothing new: companies around the floor have been aware of the need to develop what are now being called “360 programs,” where linear and digital entertainment, live experiences like shows and theme parks, social media, advertising and consumer merchandise are all essential parts of a brand strategy.

One example of the changing landscape of consumer products: not quite licensee or retailer, Loot Crate was one of hundreds of new exhibitors at the show. The company strikes deals with multiple brands to create curated, themed boxes of merchandise (some already on the market, some developed by Loot Crate) that is shipped directly to consumers. Key to the subscription service is a social media community curated by the company.

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