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International Business Times

Entertainment IP x Consumer Products: Evolving Global Licensing Strategies

Entertainment IP collaborations have evolved beyond traditional marketing initiatives, now representing a core growth strategy across sectors such as gaming, mobility, and food and beverage. By merging cultural relevance with product innovation, these partnerships are reshaping how brands connect with consumers across demographics and regions. An analysis of five notable collaborations, including three developed under the leadership of Cosmo Xue, a global authority in IP licensing and cross-industry brand partnerships, illustrates the changing dynamics and expanding influence of co-branded innovation. Segway x Transformers (2022–2024): Integrating Mobility with Fan Culture The partnership between Segway-Ninebot and Hasbro's Transformers introduced five limited-edition mobility products, including the Optimus Prime and Bumblebee Gokart PROs. Distributed across China, the United States, and Canada, the collaboration remained active through April 2024. The launch campaign delivered a 37% increase in Segway's online traffic and was featured by over 500 media outlets, including License Global and PR Newswire. Under Xue's strategic leadership, the collaboration contributed to Segway's repositioning from a mobility innovator to a lifestyle brand, demonstrating the expanding role of entertainment IP within the mobility sector. PUBG MOBILE x Venom (2024): Advancing Narrative Integration in Mobile Gaming In 2024, Tencent Games collaborated with Sony Pictures to integrate Venom into PUBG MOBILE through immersive in-game content and targeted social media promotions across North America and Southeast Asia. The initiative drove over 12 million video views across TikTok and YouTube within the first weeks of launch and recorded a significant increase in user engagement. Xue directed the global execution of the campaign, ensuring narrative consistency and regional market adaptation, an approach increasingly cited as a model for cross-industry IP licensing. Fortnite x Nike (2023): Expanding Brand Presence in Virtual Spaces Fortnite and Nike's 2023 collaboration introduced "Airphoria Island," a virtual experience featuring exclusive digital Air Max sneakers. The campaign attracted millions of players globally and was widely reported by outlets such as IGN, Hypebeast, and Business of Fashion. Nike's internal metrics showed a measurable rise in brand engagement among Gen Z audiences, underscoring the importance of virtual environments for future brand licensing strategies. McDonald's x Pokémon (2023): Sustaining Franchise Value Through Co-Branding A collaboration between McDonald's and Pokémon across key Asian markets combined themed Happy Meals with location-specific toys and collectibles. The campaign achieved a 20% uplift in product sell-through during its launch week and generated significant consumer engagement, particularly in Japan and Singapore. This initiative further demonstrated the commercial strength of nostalgia-driven IP licensing in the food and beverage sector. Honor of Kings x Meet Fresh (2025): Extending Gaming IP into Lifestyle Markets In early 2025, Tencent introduced a crossover campaign between Honor of Kings and Taiwanese dessert chain Meet Fresh, featuring themed packaging and in-store activations across North America. The month-long promotion generated over 40 million impressions and expanded the gaming IP's reach into new lifestyle consumer segments. Xue led the North American rollout, coordinating execution across cities and ensuring consistent brand alignment. Strategic Impact and Emerging Leadership As global demand for multi-platform brand experiences grows, IP licensing is becoming an increasingly sophisticated discipline requiring creative integration and operational expertise. Across multiple sectors and regions, Xue's role as a senior executive and strategic architect of high-impact collaborations has been recognized for setting new benchmarks within the industry. According to Xue, effective partnerships "build cohesive narratives that extend across content, product, and consumer experiences, ultimately creating value that endures beyond the initial activation." Xue's work exemplifies how strategic IP licensing has moved from a marketing adjunct to a core pillar of global brand development, influencing new standards for cross-sector co-branded innovation.（by ：Jon Stojan）