BuzzFeed has announced the hire of its first head of licensing, in the form of Eric Karp, who will oversee the development of new products around the BuzzFeed brands.
“We as a company believe that every great media company has a great licensing strategy — a way to protect your brand as you enter the world of licensing,” Ben Kaufman, head of Buzzfeed Product Labs told TechCrunch.
“There are brand guidelines for all of our flagship brands, but one of the best things about BuzzFeed is that we birth new brands on a regular basis. [Karp will be] involved in the inception of these brands, defining the guidelines and the rules.”
Karp joins the firm from Crayola and boasts a lengthy career in licensing having previously held roles at Lima Sky, Mind Candy, Massiverse, Chorion, MGM and Saban Brands.
Karp is expected to develop product lines within previously established BuzzFeed brands including the master BuzzFeed channel, Tasty, Goodful, Nifty and Top Knot, as well as establishing new brands within the retail space. The Tasty brand has already announced plans for cookware, bakeware and a custom cookbook.