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In today's saturated media landscape, attention may capture the moment, but affinity captures the market.
The strategy of bringing story worlds into viewers' homes via merchandise, once dominated by cinematic universes and children's programming, is increasingly being embraced by prestige streaming series and other premium content—even those with primarily teen/adult viewership—signaling a broader evolution in brand-entertainment collaborations.
Earlier in 2025, The White Lotus television show released co-branded capsule collections with NEST New York candles, Away luggage and Banana Republic apparel. The summer launch of The Summer I Turned Pretty Season 3 show was accompanied by limited collections with Coach, SuperGoop and American Eagle.
In-picture collaborations are also becoming increasingly immersive, strategically integrated and structured to capture and sustain audience engagement.
Tiffany & Co. recently partnered with the Guillermo del Toro-directed Frankenstein film, lending archival pieces and contemporary designs to be worn on screen, which, according to the brand, "continues Tiffany & Co.'s legacy of contributing to the world of cinema—not simply as adornment, but as a storytelling layer." The collaboration also involved an immersive installation at the Tiffany & Co. Fifth Avenue location, with cinematic window displays and an exhibition of curated jewels worn in the film.
In this Law360 article authored by Bess Morgan, deputy chair of Loeb & Loeb’s Brand Protection practice, Bess outlines key considerations for navigating rights, risks and relationships in today’s evolving brand-entertainment ecosystem and emphasizes that as business models shift, legal strategy must adapt in step.
