Why Publishers Are Taking Their Brands Offline With New Product Licensing Deals

It's no marketing play

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What’s old is new again, and again. Today’s digital darlings, from BuzzFeed and PopSugar to Who What Wear, are trying to grab people’s attention (and dollars) online—and offline by striking licensing partnerships with retailers. A smart cooktop from BuzzFeed’s Tasty to a PopSugar-branded blouse are not unlike the Sports Illustrated football phone of yesteryear.

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This story first appeared in the November 5, 2018, issue of Adweek magazine. Click here to subscribe.