One of the reasons I got into licensing was to gain a better understanding of the relationship between brands and people. Along the way, while I have seen plenty of trends come and go, one of the constants throughout my career has been that people buy licensed goods because it gives them a sense of belonging. I have seen this in so many areas of my own life, as well as through others:
- The genuine excitement displayed between fans of the same characters cosplayed at conventions.
- The vast number of personal connections I have made through my love of Skee-Ball, Doc Martens, and an internet cat celebrity named Kevin, a.k.a. The Nervous Provolone.
- That intense feeling in the air at a concert performed by your favorite band when everyone sings along or claps in unison to the beat.