The Q3/2021 edition of Brand Jam’s Halo Licensing Survey is out now, with a comprehensive, critical look at last quarter’s licensed collaborations. If you’re not already a subscriber, you may want to look into our special offer below.

Subscribers have just been mailed the latest edition of the Halo Licensing Survey – our quarterly scan of the global co-branding/collaboration landscape. Another bumper report shows continued high levels of activity, with links to a record-equalling 640 new campaigns.

In signs that the market is settling into a pattern, numbers recorded last quarter were almost unchanged from Q2 – despite the best efforts of Space Jam and No Time to Die. Yet even the blockbuster size of the two James’s (Bond and LeBron) failed to disrupt the balance of power significantly. In fact, the only category able to mark meaningful growth was music.

Music properties and talent continue to provide the special sauce for a wide range of product activations: just one reason that our report singles out the enchanting three-way collaboration between AFC Ajax, adidas and the Bob Marley estate.

Many partnerships in music rely on sheer celebrity power, but Ajax’s intuitive embrace of Marley’s “Three Little Birds” was a reminder of legacy music’s crossover power, and the potential of its icons to generate surprise and delight.

In spite of music’s growth, consumer brands still dominate our quarterly activity barometer. As FMCG brands clamour to use merchandise partnerships as a pedestal, it is becoming clear that the most engaging campaigns are those that strive not just for reach, but for outreach. Campaigns that prioritise involvement over attention are winning the day, and we highlight several brands creating engagement with money-can’t-buy benefits from social purpose to sweepstakes.

By contrast, launches seem more likely to flatline when their only apparent objective is to be part of the collaboration bandwagon. Our latest report includes a “Discount Aisle” section to highlight a few such efforts.

The previously mentioned James Bond and Space Jam releases dominated our Movie/Character sections. 007’s shopfront was, as usual, well-curated and included several new partnerships involving Aston Martin as a chaperone brand. By contrast Space Jam had bright lights, but lacked substance, with a crowded roster that included no fewer than four watch brands and plenty of overlap.

From gamification to sequel capsules and corporate citizenship, our report looks at the latest trends by highlighting best practice, and helping subscribers keep track of market movers every quarter. See the whole market at a glance, or use its benchmark case studies to inform and inspire customers, suppliers and colleagues.

If you’re interested in seeing the Halo Licensing Survey for yourself, ask us for a free sample by dropping us an email at with the subject: Free Sample HLS Q2/2021, or click here to discover our special annual subscription offer.