Strategic Partnerships: The Secret to Longevity in Licensing

BrandTrends

The IPs that win choose their partnerships carefully.
Pokémon's 2023 Van Gogh Museum partnership introduced new audiences to Dutch post-impressionist art while building adult collector credibility.
Same with Pokémon's McDonald's Happy Meal launch in January combining TCG distribution with in-game rewards for Pokémon Trading Card Game Pocket app.
These aren't endorsements. They're institutional integrations.
The licensing lesson:
Strategic partnerships with curated institutions = longevity.
Volume partnerships everywhere = commoditization.
IPs that partner deeply sustain premiums.
IPs that partner everywhere dilute positioning.
Which institutional partnerships have surprised you?

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