Brands Growing the Nostalgia Market

Beloved Brands: Four Licenses that are Growing the Nostalgia Market

As we begin to settle into ‘the new norm’, the licensing sector is continuing to experience a significant boom in demand for nostalgic products. This trend was kickstarted during lockdown, with many consumers rekindling childhood hobbies and interests as a source of comfort during a turbulent time. Here, Konrad Hoeing, CEO of Aquarius, takes a look at the licenses that are driving this continued growth within the nostalgia market.

Care Bears

Created in 1981 by the artist Elena Kucharik, Care Bears quickly became a household name within the USA. With six films released over three decades and multiple television shows, the Care Bears franchise is loved by multiple generations, providing light relief to both adults and children alike. The influence of American media over the years has now created an equally strong presence for Care Bears across the pond in the UK and Europe. Above all else, the Care Bears provide comfort and familiarity to those who love the license, a winning combination during uncertain times. With a multitude of new licensed products launched for the Kidult market over the last 12 months, Care Bears is undoubtedly contributing to the resurgence of the nostalgia market.

Lord of the Rings

With an enormous fan base across the globe for both the original books written by J. R. R. Tolkien and consequent films, Lord of the Rings (LOTR) has proven itself to be a true powerhouse in the licensing market. The brand was one of the first to bring the fantasy genre into the mainstream, with the release of its three record-breaking films during the early 2000s. This resulted in a broad range of die-hard fans who continue to fuel the brand’s ongoing success as they grow older and benefit from more accessible income. On top of this, the recent news of Amazon’s revival of this franchise has brought renewed interest in the license, and it will undoubtedly be a key player in the continued growth of nostalgic licenses for the kidult market.

Harry Potter

Another license that took the world by storm in the early part of this millennium, the Harry Potter franchise, is one of, if not the most, well-known licenses in the world, especially within the European and American markets. With books, films, plays, theme parks, and even a studio tour available for fans, this fantasy franchise continues to go from strength-to-strength. Despite the main franchise of films ending in 2011, new releases, such as the Fantastic Beasts series of films, continue to keep the license in the mainstream. As a result, the franchise remains as relevant as it was over a decade ago with a strong following of cult fans who are beginning to introduce the license to their own children. With such a wide demographic of fans, Harry Potter-themed consumer products, including Aquarius’ range of games, puzzles and card games, remain extremely popular amongst the kidult and family markets alike, helping to fuel the growing nostalgia trend.

Elf

One of the most popular and successful Christmas films in history, Elf is a nostalgic classic that is still avidly watched by so many each year. Having grossed a staggering $220,885,524, it’s the sixth highest-grossing Christ-

mas film of all time. Combine this with the film’s much-loved character, Buddy, and it’s easy to see how the license has maintained a strong fan-base for retailers to tap into during the holidays. To view Aquarius’ full range of nostalgic licenses, please visit: www.nmrbrands.com/aquarius/