Paramount Brand Licensing in 2024 and 2025

License Global: Can you talk about some of the key collaborations and success stories that have defined Paramount’s approach to licensing?

Lourdes Arocho: Paramount gives us so much to work with in consumer products, with such a diverse slate that reaches fans of all ages, and we’re bringing some fantastic partnerships to the table in many different categories.

We ignited the year with the launch of “Mean Girls” and are continuing to surprise and delight fans with never-before-done partnerships, like the “Mean Girls Little Golden Book.”

This month, Paramount Pictures is launching an all-new original film, “IF,” from the mind of John Krasinski, tapping into our imaginations and exploring the world of imaginary friends. We are so happy to be partnering with Build-A-Bear, extending the experience of making your own imaginary friend at retail.

Then, later this year, we’re expanding the universes of franchises like “A Quiet Place,” “Smile” and “Gladiator,” bringing fans back to the stories and characters they love. On the product side, we celebrate with product ranges across apparel, accessories and my absolute favorite – cinema concessions, truly reaching fans where they are.

Lourdes Arocho, Paramount

What trends are shaping products from entertainment properties at the moment?

Related:Special Report: Movie and Streaming Brand Licensing Trends

Social media is continuing to be a powerhouse shaping consumer behavior in general. They are essentially search engines now and an important touchpoint. Having our products, brands and partnerships featured on those platforms is vital to reaching our fans.

How do you see the strategy of bringing franchises to life changing?

Franchises are always on, 365 days a year, so bringing them to life in product is an ever-evolving process and we are evolving with our consumer. Authenticity continues to be important and product extensions should be an organic extension – everything should feel like it fits perfectly with the brands. We are working even more closely with our creative partners during film and show development so they can get fully immersed in the unique world of each film. We are fans ourselves, so getting it right is important.

"Mean Girls" Little Golden Book cover

Paramount Upcoming Releases

2024

“IF”

“A Quiet Place: Day One”

“Smile 2”

“Gladiator II”

2025

“The Smurfs Movie”

“Mission: Impossible – Dead Reckoning Part Two”

Untitled, Trey Parker/Matt Stone/Kendrick Lamar/Dave Free

Untitled “Naked Gun”

“The SpongeBob Movie: Search for SquarePants”

This interview was taken from Entertainment Report in the May 2024 issue of License Global. Read the full issue here.