By Karen Raugust A handful of properties featuring imagery associated with Dia de los Muertos (Day of the Dead), most with roots in the worlds of entertainment or art, have launched limited licensing programs.Properties such as the animated series Muertoons, created by actor Wilmer Valderrama and his WV Enterprises, focus mostly on the U.S. Hispanic consumer segment.Northgate González Market, a Southern California grocery chain catering to the Hispanic consumer, secured the first distribution window. For three weeks last fall, shoppers who purchased certain brands at Northgate González or Los Altos Ranch markets received a code that unlocked two episodes of the series for viewing on computers or mobile devices. The show is based on the books Rosita Y Conchita and Paquito y Abuelito by Eric Gonzalez; toys are in development.Other Day of the Dead-themed properties seek a broader audience, as was the case with Twentieth Century Fox’s 2014 animated film, The Book of Life. It was at the center of a limited collection of apparel, jewelry, accessories, and fragrance at retailer Hot Topic. Other U.S. licensees included Bentex, Dark Horse, Funko, Hybrid/Gem, Innovative Design, Loungefly, the Northwest Company, and Simon & Schuster.Some programs tied to Dia de los Muertos are primarily licensed outside the U.S. Calaveritas is a Day of the Dead-themed brand from Maya Studio and Spanish artist Javi Molner. They sell a line of collectible figurines, including crossover collections with a raft of entertainment properties such as Star Wars, Star Trek, and Justice League. Calaveritas has close to a dozen licensees; most are in Europe and Mexico.Many other artists create work incorporating Day of the Dead-inspired imagery, with a few of those overseeing licensing programs. Luis Fitch, represented by MHS Licensing, is one example.Interest in reaching the U.S. Hispanic market, as well as the popularity of skull motifs in design, are among the influences propelling this mini-trend.
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