Plum Deluxe brand licensing case study

Once we had established the ideal licenses to explore, we prepared pitches which detailed all of the information a Licensor typically looks for when considering a proposal. We personally presented these to the Licensors and answered any questions they had, before starting negotiations around commercial terms. We managed the License Agreement process to ensure all parties were on the same page before signing, including reviewing the contracts and helping the Licensee understand standard licensing terms they were unfamiliar with.

With our support, Plum Deluxe partnered first with Peanuts, followed by Strawberry Shortcake through WildBrain — pairing their handcrafted teas with two of the most beloved, nostalgia-driven character brands in the world.

Once each license was signed, we gained access to style guides and assets, reviewing the material with the Licensee and working with each Licensor to identify the assets best suited to Plum Deluxe's products.

All SKUs, packaging, and marketing material were submitted in stages via each Licensor's preferred approvals platform. We managed this closely on the Licensee's behalf, amending anything unlikely to gain approval before submission to keep the process efficient. Flavor and scent are crucial for any cup of tea, and these elements were developed in alignment with the profile of each license. The Plum Deluxe team developed original flavors fit for both the brand and the respective licenses, which then had to be approved with everything else.

Staying true to Plum Deluxe's tradition of handcrafted blends and thoughtful design, the Plum Deluxe x Peanuts Holiday collection featured special Snoopy-themed pieces, including a Snoopy teaspoon, signature Snoopy tins, and a selection of handcrafted holiday teas made to warm hearts and bring a smile with every sip.

The Plum Deluxe x Strawberry Shortcake collection followed, featuring three dessert-inspired loose leaf blends — Strawberry Shortcake Black Tea, Lemon Meringue Green Tea, and Blueberry Custard Crème — each tied to a character from Strawberry Shortcake's world and made with real fruit and no added sugar. The collection also included collectible character tins, a cotton tea towel, limited edition shortbread bites, and a handmade strawberry lemonade mix, with select items bundled together in the Berry Besties Bundle.

We supported Plum Deluxe throughout both launches, from creative approvals through go-to-market execution, helping bring each collaboration to life in a way that felt authentic to the Plum Deluxe brand.

We continue to manage reporting obligations, including quarterly royalty reports, ensuring compliance and accuracy across both partnerships. We pride ourselves on providing the best level of service possible, and that means supporting the Licensee with anything that comes up throughout the licensing process.

As the program evolves, we look forward to helping Plum Deluxe uncover the next character that is the perfect fit for their teas.