10 Minutes With … Earthbound Brands on Licensing Best Practices

Source: License Global

License Global: Earthbound Brands is a global licensing agency that represents brands across a range of industries. Who is in your portfolio?

Abe Cohen: Earthbound Brands works across industries spanning lifestyle, celebrity, home, fashion and food and beverage. Our portfolio includes long-standing clients such as Girl Scouts of the USA (GSUSA), Hallmark, WD-40 Brand, Huffy, Rivian, Beautiful by Drew Barrymore and The Pioneer Woman, alongside newer additions Newman’s Own Brand and Sun-Maid.

Food and beverage continues to be a key area of growth for the company and one of the most dynamic sectors in licensing today. The addition of Newman’s Own and Sun-Maid reflects our ongoing focus to expand and strengthen Earthbound’s presence in this space.

What sets Earthbound Brands apart from other branding and licensing firms in the market?

For more than 25 years, Earthbound Brands has worked across licensing, creative strategy, product design and development. With a true retail-first mindset, the company evaluates every opportunity not just on brand fit, but its ability to win on shelf. This model is supported by a highly collaborative, partnership-led approach. From concept through execution, Earthbound collaborates closely with brand owners and licensees, ensuring that every program is built for long-term success.

How does Earthbound Brands identify the right licensing opportunities for each client?

The process begins with white space analysis grounded in retail and consumer insights. Every opportunity has to be a natural extension of the brand and something that can succeed in a rapidly changing retail environment. Ultimately, Earthbound is focused on building programs that strengthen the brand over time, not just short-term wins.

GSUSA and Hallmark are some of Earthbound Brands’ long-standing partners. How has the agency grown GSUSA and Hallmark since originally taking them on? What can we expect from the brands in 2026?

With GSUSA, Earthbound has evolved the brand from a seasonal touchpoint into a year-round presence. Today, licensed offerings that leverage the Girl Scout brand and iconic cookies are available at more than 100,000 retail doors, extending brand awareness and consumer reach far beyond cookie season.

From better-for-you consumer product goods (CPG) collaborations with brands like Honey Mama’s and Miss Jones Baking Co. to buzz-worthy partnerships with quick-service restaurants like Wendy’s and IHOP, the agency is helping the brand reach consumers in new channels while staying true to its core values. Looking ahead to 2026, the focus is on continued expansion in high-growth categories and partnerships that create new entry points for consumers to engage with the brand in unexpected ways.

Regarding Hallmark, Earthbound has expanded the brand into categories including home, celebrations, stationery, food, gifting, candles and jewelry and has entered it into new categories such as bedding, pet products and candy confections for the very first time.

Building on this expansion, in 2026 the agency plans to continue developing Hallmark’s signature holiday designs while strategically growing into categories and retail partnerships that support year-round relevance. There’s a lot in the pipeline, from Christmas collections that only Hallmark could offer, to everyday home goods bringing the brand to life in new and meaningful ways.

What’s the secret to building a successful licensing partnership?

It comes down to treating licensing as a true partnership, not a transaction. The most successful programs are built on trust, shared values and a clear alignment around long-term goals. Earthbound takes a very hands-on approach with all our clients, maintaining close communication throughout the entire lifecycle to ensure everything stays on track and aligned.

What are some of the biggest challenges licensing agencies face in this current licensing landscape?

The licensing landscape has become increasingly complex. There’s more pressure on speed-to-market and tighter retail timelines, while simultaneously navigating broader economic factors such as tariffs and margin pressures.
For instance, agencies and brands must balance the “need for speed” with thoughtful brand stewardship. It’s easy to move quickly, but ensuring that programs are both brand-right and financially viable is where the real work comes in. It’s also critical to avoid overextension. In a crowded market, being selective and strategic matters more than ever.

What advice would you give someone looking to take their brand to the next level in the licensing industry?

The key is to be strategic. Every extension should serve the brand in the long term. It’s important to really understand the targeted consumers and choose partners who bring both licensing expertise and a strong understanding of retail. Execution is also key. At the end of the day, success is determined on the shelf, so product quality and the overall consumer experience have to be there.

What are the biggest opportunities that Earthbound sees at Licensing Expo for its newest clients, specifically Newman’s Own Brand and Sun-Maid?

Newman’s Own brand and Sun-Maid have an incredible heritage and deep consumer trust, which creates a strong foundation for expansion. The agency is focused on extending each brand into new categories across food and beverage and lifestyle, while staying true to their core values. The team is also excited to see which brands and partners are drawn to these IPs at the show. There’s always an element of discovery at Licensing Expo that can lead to unexpected and compelling collaborations.

What is Earthbound aiming to accomplish at Licensing Expo 2026?

Licensing Expo is always a major moment for the agency. The company is excited to introduce several new clients ahead of the show – marking a meaningful expansion of the portfolio and creating fresh opportunities to launch these brands into the licensing space.

The team is looking forward to building on the strong momentum of our established clients, while sparking new conversations around where these brands can grow next. Earthbound will also showcase its services, highlighting how the company supports licensing programs through creative strategy, branding and style guide creation.

What are the top tips for people attending Licensing Expo for the first time?

I would say to come in with a clear plan – know who you want to meet and what you’re hoping to accomplish. Take advantage of the show’s tools and resources to map out a schedule and make the most of your time at the show.

At the same time, stay open-minded. Some of the most valuable opportunities come from unexpected conversations and connections. Finally, don’t underestimate the importance of follow-up. The conversations you start at the show don’t end there. Maintaining that momentum afterward is key to turning introductions into meaningful partnerships.

Attending Licensing Expo 2026? Visit Earthbound Brands at Booths A154 and A142 to learn more about licensing opportunities.