Big movie releases aren’t just competing for box office numbers anymore, they’re competing for consumer attention across retail, tech, food, and lifestyle markets. This week’s BL Business Branding newsletter explores how studios and brands are using strategic licensing agreements and creative partnerships to transform major film releases into full-scale marketing campaigns that extend beyond the theater and lean into creative branding.
The Devil Wears Prada 2 has rolled out partnerships across nearly every consumer category, including Starbucks, L’Oréal Paris, Lancôme, Mercedes-Benz, Diet Coke, Grey Goose, Target, and Old Navy. From beauty product launches to character-inspired drinks and limited-edition fashion lines, the campaign makes the movie more than a sequel, it becomes a lifestyle brand. It’s a great example of how entertainment IP can create value by expanding into categories that naturally align with its audience.
Disney and Pixar’s Toy Story 5 is taking a broader, family-focused approach while still reaching premium markets. The franchise teamed up with Porsche to create custom 911 models inspired by Woody, Buzz, and Jessie, while Away launched a themed luggage collection designed for both kids and adults. AT&T has also built an immersive campaign featuring custom-animated commercials, in-store experiences, and community screenings, while Papa John’s joined in with limited-edition menu items. Together, these partnerships show how a single franchise can stretch across multiple markets while staying nostalgic.
Sony’s Spider-Man: Brand New Day is leaning into the tech space through its partnership with Samsung. Beyond integrating Galaxy devices directly into the film, Samsung launched the “Spidey Tracker,” an interactive fan experience designed to blur the line between fiction and reality. As brands look for more immersive ways to connect with audiences, these digital experiences are becoming increasingly popular.
DC Studios’ Supergirl is embracing the fast-food market through a partnership with KFC. The collaboration includes themed sauces, collectible packaging, and branded meals, joining a growing list of entertainment-food partnerships designed to drive fan engagement. Cold Stone Creamery has also introduced themed desserts, creating another way for consumers to interact with the movie outside of the theater.
Universal Pictures’ Minions & Monsters has partnered with Wendy’s to launch a full themed menu featuring collectible adult and kids’ meals, exclusive beverages, and a limited-edition Banana Frosty Swirl. These collaborations reinforce how food partnerships are one of the fastest and most effective ways to generate cultural buzz and consumer participation.
What Can Businesses Learn From This?
These blockbuster campaigns show that licensing and co-branding have become essential parts of a modern marketing strategy to increase revenues. The strongest partnerships are more than just putting a logo on merchandise. They create experiences, tell a story, and introduce brands to new audiences in meaningful ways. For businesses, it’s a reminder that the right partnership and strong intellectual property protections can increase visibility and relevance and turn a collaborative moment into long-term brand equity and profitability.
Curious about how licensing or brand partnerships can help your business grow? Our BL Trademark Team is here to help. Reach out to Seth Berenzweig at sberenzweig@berenzweiglaw.com.