Who can resist a brand-related Easter egg story at this time of year? A brand collabor‘egg’tion?

Mars Retail Group has collaborated with Markwins Beauty Products Inc. to launch a range of plastic eggs each containing a trio of LIP SMACKER lip balms.  Each lip balm features either one of Mars’ Skittles’ green apple, wild berry or strawberry flavours, or Starburst’s mango, melon and orange flavours.  These novelty eggs are said to have been designed to appeal to teenagers and older consumers. They have been produced under licence by Markwins, the registered trade mark owner of the LIP SMACKER brand.

Whilst brand partnerships such as this can be highly successful ventures for both parties, they are nonetheless a form of trade mark licensing and such agreements should not be entered into lightly.  For an in-depth review of the commercial implications of co-branding from a trade mark rights perspective, please read the Co-branding ITMA Review article published by Carrie Bradley in the ITMA Review (January 2014).