Event Recap: Merchandising & Partnerships in Entertainment

Speakers:

• Carolyn Hampton, Head of Worldwide Marketing Legal, Paramount
• Robert Driscoll, Partner, Davis Wright Tremaine

By Dzina Nelson, Student Reporter

Carolyn Hampton, Paramount’s Head of Worldwide Marketing Legal, and Robert Driscoll, Partner at Davis Wright Tremaine, delivered an insider’s look at how studios transform films into global brands through strategic partnerships, co-promotions, and merchandising deals.

Carolyn offered behind-the-scenes insights into Paramount’s marketing legal operations, sharing stories from high-profile brand integrations ranging from horror film tie-ins to major collaborations such as BMW’s partnership with Mission: Impossible. She described the balance between creative ambition and legal compliance, particularly in global campaigns involving minors, international regulatory issues, and tight production timelines.

The panel then broke down the anatomy of co-promotion deals – including detailed style guides, layered approval cycles, rights clearances, influencer integrations, and music usage – along with the hidden legal pitfalls that can disrupt campaigns. Driscoll expanded on merchandise licensing, explaining how film IP extends into collectibles, apparel, toys, home goods, and luxury consumer goods. He emphasized how royalties, product categories, quality-control requirements, and trademark protections anchor these multimillion-dollar partnerships.

Panelists also addressed modern pressure points such as indemnification negotiations, ethical sourcing, sustainability mandates, and the cultural tension between marketing creatives and legal teams. A lively Q&A explored moral clauses, brand integrity, and how evolving distribution models and streaming platforms are reshaping entertainment partnerships.

The session provided a rare, practical look at how blockbuster brands are built – not only on screen, but through carefully crafted legal and business strategies that power today’s global entertainment economy.