Relatable, a modern entertainment company known for turning social trends into culturally relevant products for Gen Z, millennials, and families, is taking a major step forward in its global growth journey. The company has announced strategic partnerships with top distributors in the United Kingdom, Europe, Australia, and New Zealand—an ambitious move that supports its international expansion and strengthens its presence in key global markets.

Following impressive growth in North America, Relatable is now scaling its operations abroad by teaming up with well-established partners. These collaborations are set to accelerate the distribution of Relatable's trend-led, high-demand product lines and enable deeper brand engagement across continents.

1. Relatable’s Growth Vision and Market Strategy

• Relatable’s core mission is to create trend-driven, emotionally resonant products for younger audiences and families.

• With over 30% growth in North America in 2024, the company is leveraging its momentum to scale globally.

• Focus areas include enhanced retail integration, creative collaboration, and category expansion (e.g., plush and games).

2. Partnership with Just Play – Driving Growth in Europe

• Starting January 2026, Just Play will manage Relatable’s distribution across Europe.

• The collaboration will expand Just Play’s portfolio to include games and strengthen Relatable’s plush category, led by the success of Emotional Support Pals.

• This partnership aims to align European consumer trends with Relatable's culturally relevant product development.

3. Collaboration with Character Options – UK Market Penetration

• Relatable has chosen Character Options, a respected UK distributor, to handle product rollout from H2 2025.

• The partnership ensures broad retail access across major UK outlets, enhancing visibility and availability of Relatable’s signature products.

• It reinforces Relatable’s intent to embed its brand into one of Europe’s largest toy markets.

4. Banter Toys & Collectibles – Expansion into Australia & New Zealand

• Relatable will partner with Banter Toys & Collectibles starting later in 2025 to target the ANZ markets.

• Banter Toys’ strong regional footprint makes it a strategic ally for localized brand growth and consumer engagement.

• The move aims to bring Relatable’s best-selling lines to new audiences in the Southern Hemisphere.

5. Leadership Perspective on the Global Move

• Casey Collins, Chief Commercial Officer at Relatable, emphasized the company’s long-term strategy:

“Our mission has always been to create culturally resonant, trend-driven products that connect with consumers worldwide.”

• Collins highlighted the potential for new retail innovations, creative collaborations, and global brand engagement through these partnerships.

Relatable’s latest partnerships mark a defining chapter in its journey toward global market leadership. By aligning with premier distribution partners across Europe, the UK, and the ANZ region, the company is poised to replicate its North American success on an international scale. With product lines that tap into the zeitgeist of youth culture and family values, Relatable is shaping not just the future of play, but the way global consumers connect with entertainment-driven products.

These strategic alliances are more than logistical—they are creative partnerships that expand Relatable’s reach, deepen cultural relevance, and ensure its brands continue to thrive across borders. As the company steps confidently onto the global stage, the future looks bright—and unmistakably relatable.

Apply Digital, a leading digital experience transformation firm, has revamped wellness brand Radiant Health’s online presence across North America. For the first time, Radiant Health’s customers in the USA and Canada can now purchase their infrared saunas directly through fully integrated e-commerce stores. This digital transformation also includes a full brand refresh and modernized customer engagement supported by CRM integration.

• Background & Challenge:
  Founded in 1997, Radiant Health specialized in infrared saunas but previously lacked online purchasing capabilities. Following new ownership in 2024, updating digital engagement became a top priority to meet the expectations of digital-first consumers.

• Strategic Approach:
  Apply Digital led the transformation end-to-end, partnering with BigCommerce and StagingPro to build two distinct e-commerce sites that comply with region-specific health marketing regulations for the USA and Canada.

• Efficient Development:
  Using StagingPro technology, the Canadian site was quickly duplicated and adapted for the US market, reducing development time by weeks. Both stores run on BigCommerce, enabling unified management across both countries.

• CRM and Operations Integration:
  Sales and customer support processes were modernized by integrating HubSpot CRM, automating inbound sales tracking with QuickBooks Online, and implementing a branded email system. This replaced previously manual workflows, improving operational efficiency.

• Brand Refresh & Content Strategy:
  Apply Digital delivered a complete brand overhaul, including a new logo, visual identity, and lifestyle-focused content strategy for owned channels such as the website and social media platforms.

• Leadership Voices:

  • Peter Lukomskyj, CEO of Radiant Health, highlighted the need to evolve beyond traditional sales models to serve digital-first customers.

  • Wells Stringham, Head of Experience at Apply Digital, emphasized how the project equips Radiant Health with future-proofed tools for ambitious growth.

  • Al Williams, VP & GM, B2C at BigCommerce, praised the rapid launch across two markets as a standout example of effective partnership and technology use.

Apply Digital’s comprehensive digital transformation has positioned Radiant Health as a category-defining wellness brand equipped for the modern consumer era. With seamless e-commerce access, integrated CRM systems, and a revitalized brand identity, Radiant Health is ready to expand its reach and deliver enhanced customer experiences across North America.

Economic uncertainty in 2025 is driving significant changes in consumer behavior. Recent research by Gartner highlights how more consumers are delaying major purchases, favoring American-made products, and expecting consistency from brands in a complex socio-political environment. This article explores these trends and what they mean for marketing leaders navigating the shifting landscape.

Consumer Behavior Trends in 2025

• Increased Demand for American-Made Products

  • 47% of consumers plan to buy more American-made goods this year, reflecting a shift toward domestic purchasing.

• Growing Hesitation Around Major Purchases

  • 42% of consumers reported waiting to make major purchases in early 2025, up from 28% in 2024.

  • Gartner predicts this will rise to 60% by the third quarter of 2025.

  • The trend shows growing caution and financial prudence among buyers.

• Rise of Secondhand and Peer-to-Peer Marketplaces

  • By the end of 2025, Gartner forecasts 60% of consumers will shop via secondhand or peer-to-peer platforms, signaling a move toward budget-conscious buying habits.

Consumer Expectations from Brands

• Preference for Brand Neutrality on Social and Political Issues

  • 68% of consumers do not want brands to take a stand on social or political issues currently.

  • Consumers favor brands that maintain a neutral position during uncertain times.

• Importance of Brand Consistency

  • 55% lose trust when brands reverse their positions on social or political issues.

  • One-third of consumers who distrust brands for reversing course reported boycotting those brands in the past year.

  • Consistency in brand messaging is critical to maintaining consumer trust.

Marketing Insights and Recommendations

• Adapt to Shifting Consumer Behavior

  • Focus on building strong brand value aligned with consumer priorities.

  • Deliver consistent, reliable messaging and promises to foster trust.

• Balance Brand Activism with Consumer Sentiment

  • Carefully weigh any changes in socio-political stances to avoid alienating audiences.

  • Subtlety and discretion are vital when revising brand positions during sensitive times.

• Prepare for Economic Impacts on Consumer Spending

  • Recognize that delayed purchases and secondhand shopping will affect market dynamics.

  • Strategize marketing efforts to address financial concerns and highlight value.

Gartner’s 2025 consumer insights reveal a cautious and deliberate buyer, prioritizing financial stability and brand reliability amid economic uncertainty. Marketing leaders who emphasize consistency, brand value, and an understanding of consumer priorities will be better positioned to succeed in this evolving environment.

Pricefx, a global leader in AI-powered pricing software, has announced significant enhancements to its AI pricing platform and roadmap. These upgrades aim to accelerate deployment and empower businesses to make faster, clearer, and more confident pricing decisions in today’s volatile B2B market. This article outlines the latest innovations and their impact on pricing strategies.

Enhancements to Pricefx AI Platform

• Expanded AI and Data Integration Capabilities

  • Harmonizes internal data (transactions, order history, costs) with external data (tariffs, regulatory info, competitive intelligence).

  • Offers self-serve data integration tools and built-in SAP and Salesforce integrations, providing a unified, real-time pricing decision source.

• New AI-Powered Business Solutions (‘Accelerators’)

  • Expert-designed, customizable AI solutions addressing common B2B pricing challenges.

  • Includes upcoming features like Negotiation Guidance and Win Rate Optimization (coming fall 2025).

  • Other solutions: Product Recommendations, List Price Optimization, and Price Waterfall Optimization.

  • A growing collection of AI add-ons for demand forecasting, elasticity estimation, product clustering, and segmentation.

• Agentic AI and Pricing-Specific Copilot

  • Extension of multi-agent AI capabilities through Pricefx Copilot, launched January 2025.

  • Acts as an intelligent assistant analyzing data, suggesting pricing actions, and automating routine tasks.

  • Supports faster, data-driven pricing decisions with enhanced visibility and confidence.

Why B2B Pricing Needs Transformation

• Market Volatility and Pricing Complexity

  • Tariff shifts, supply chain disruptions, and fluctuating costs demand agile pricing strategies.

  • Legacy spreadsheet and intuition-based methods are insufficient for today’s complexity.

• AI Enables Dynamic, Data-Informed Pricing

  • AI tools provide sharper insights into customer willingness to pay and accurate demand forecasts.

  • Pricing decisions shift from weeks-long processes to minutes, often automated.

  • Sales, pricing experts, and leaders gain visibility and confidence to drive consistent, profitable pricing.

Pricefx’s Vision and Market Impact

• AI Strategy Focused on Practical Business Outcomes

  • Making AI accessible for pricing experts, business users, and data scientists.

  • Delivering solutions that solve real-world pricing challenges quickly.

• Industry Recognition

  • Recent Gold Globee award for best AI-powered pricing optimization.

  • Finalist for SAP Pinnacle award in AI application category.

• Future-Proof Platform

  • Built to adapt to evolving market conditions and diverse business scenarios.

  • Enables defendable pricing decisions with confidence and speed.

Pricefx’s next-generation AI pricing platform and expanded AI roadmap mark a major step forward in B2B pricing transformation. By combining advanced data integration, expert-driven AI solutions, and intelligent agentic capabilities, Pricefx empowers businesses to navigate market volatility and make smarter, faster pricing decisions at scale.

Emplifi, a leading customer engagement platform, has been honored with the Silver Stevie® Award in the Achievement in Product Innovation category at the 23rd Annual American Business Awards®. This accolade recognizes Emplifi’s outstanding contributions to digital marketing, commerce, and customer care through its innovative AI-driven solutions.

American Business Awards Overview

• One of the U.S.’s most prestigious business awards programs, recognizing excellence across industries.

• Over 3,600 nominations this year, with categories including Executive of the Year, Marketing Campaign of the Year, and App of the Year.

• Emplifi’s award highlights its leadership in product innovation.

Emplifi’s Innovations in Digital Marketing and Customer Care

• Emplifi Fuel Platform:

  • A customizable command center tailored for industries like retail, CPG, and sports.

  • Enables teams to track real-time objectives, set personalized goals, and extract actionable insights.

  • Helps optimize marketing strategies and improve customer care efficiency.

• AI-Powered Tools:

  • Over 10 AI-powered tool launches between 2023 and 2024.

  • Enhancements include Unified Analytics and automation capabilities that deliver end-to-end customer experiences.

Leadership and Industry Recognition

• CEO Statement:
  Ohad Hecht emphasizes the team’s dedication and innovation driving Emplifi’s success. The company remains committed to equipping clients with intelligent tools like Emplifi Fuel to continuously improve marketing and customer care.

• Judges’ Praise:

  • Recognized for impressive product innovation and strategic execution.

  • Demonstrates leadership in automation, analytics, and real-time engagement.

  • Positioned ahead of competitors due to AI integration and strong business impact.

Emplifi’s Silver Stevie® Award is a testament to its innovation, business impact, and leadership in the customer engagement space. Its AI-driven platforms and solutions continue to revolutionize how businesses connect with customers and drive digital marketing success.

Superside, a leader in AI-powered creative services, announced the launch of its Custom AI Image Models an innovative solution designed to transform how companies create brand-consistent visuals at scale. Integrated as a Figma plug-in and fine-tuned on each brand’s unique assets, this offering empowers creative teams to generate on-brand visuals instantly, accelerating marketing workflows and delivering faster ROI.

Challenges in Creative Production

• High costs and slow production timelines hinder marketing agility.

• Maintaining brand consistency across channels remains a major pain point.

• Generic AI image tools produce off-brand content, requiring costly, time-consuming edits.

Superside’s Solution: Custom AI Image Models

• Generate images up to 10x faster while cutting costs by up to 85%.

• Train models on brand-specific assets ensuring consistent, on-brand visuals.

• Accessible via a Figma plug-in and integrated workflows for seamless use.

• Support for photographic, illustrated, 3D, and character-based visuals across multiple use cases.

Features

• Instant image generation: Unlimited on-demand image creation through Figma.

• AI Prompt assistance: Simplifies use for non-experts to access on-brand creative.

• Creative oversight: Superside’s design team refines AI outputs as needed.

• Private, secure hosting: Each model is unique and accessible only to the client.

Leadership Insights

• Phil Maggs, Director of Generative AI Excellence: Highlights the need for brand guardrails in the oversaturated AI creative market and how Superside’s solution streamlines brand-consistent content creation in Figma.

• Fredrik Thomassen, Co-Founder and CEO: Emphasizes that the technology not only speeds up content creation but gives marketers freedom by reducing costs, timelines, and inconsistent creative output.

Superside’s Custom AI Image Models bridge creative excellence and operational efficiency, empowering brands to scale visual production rapidly without sacrificing brand integrity. This innovation marks a new era for marketing teams seeking agility, cost savings, and brand-aligned creativity.

impact.com, the world’s leading commerce partnership management platform, has reported a strong performance in the first quarter of 2025. Fueled by the growing industry shift toward partner-led marketing, the company welcomed over 700 new clients including New Balance, Hydrojug, and Monzo and now supports more than 4,500 global brands. With tight marketing budgets and consumers increasingly relying on trusted recommendations, impact.com’s platform innovations and industry research underscore its leadership in driving authentic, revenue-generating partnerships.

Industry Shift to Partner-Led Marketing

• Traditional advertising is losing influence as only 2% of consumers consider it important.

• Consumers now prioritize peer reviews, recommendations, and influencer content.

• The global creator economy is booming, expected to surpass $32 billion in 2025.

• Brands turn to partnerships with creators, publishers, and advocates for credibility and growth.

CEO Insight

David A. Yovanno, CEO of impact.com, explains, “Partner-led marketing is rapidly overtaking traditional advertising as brands seek authentic, trust-based connections. Partnerships with creators and advocates have evolved into core growth drivers and competitive differentiators for brands.”

Product Innovations and Customer Wins

• Over 700 new clients onboarded in Q1, including well-known brands like New Balance and Monzo.

• Enhanced Creator product: Faster, intuitive product gifting with variant selection.

• Advocate product upgrade: Cash Rewards feature to incentivize referrals flexibly and easily.

• Performance tools: Automated partner re-engagement workflows and Event Risk reporting to detect suspicious activity.

Notable Industry Activities

• Announced return of the expanded three-day Partnerships Experience event (iPX) in Austin, June 9-11, featuring guest James Clear, author of Atomic Habits.

• Promoted Justin Morrison to Chief Revenue Officer, strengthening global sales leadership.

• Launched season six of The Partnership Economy podcast with 350,000+ downloads and influential guests like Peter Orlowsky from Getty Images.

• Completed season one of the Publisher’s Playbook podcast covering critical publisher issues such as Google updates and Retail Media trends.

Awards and Recognition

• Three Gold and two Bronze awards at the US Partnership Awards, including Best Platform for Partnership Success.

• Recognized in G2’s Best Software Awards.

• The Partnership Economy podcast won Gold at the AVA Digital Awards.

• Won Best Enterprise Software - Marketing at Singapore Business Review Technology Excellence Awards.

• Best Enterprise Software at Malaysia Technology Excellence Awards.

Research Highlights

• The Customer Journey: Data-driven insights into the evolving multi-channel purchase path.

• Revealing True Partner Value: New framework addressing affiliate incrementality and better performance measurement.

impact.com’s Q1 2025 achievements highlight its role as a pioneering force in the partnership marketing ecosystem. Through strategic product enhancements, high-profile client growth, thought leadership, and industry accolades, impact.com continues to enable brands to harness the power of authentic partnerships for sustainable business growth.

Amplitude, Inc., a leader in digital analytics platforms, today announced new capabilities that unify marketing and product data to help teams optimize every dollar, channel, and campaign. By connecting campaign performance to user behavior and lifetime value (LTV), Amplitude empowers marketers to measure return on ad spend with confidence and deliver precisely targeted, relevant messaging all within one integrated platform.

The Need for Deeper Insights

• Marketers face increasing pressure to prove results beyond clicks and impressions.

• Understanding what drives revenue and conversion across the customer journey is essential.

• Amplitude addresses this by tying marketing touchpoints to in-product engagement and retention data.

CEO and Executive Commentary

Tifenn Dano Kwan, Chief Marketing Officer at Amplitude, stated, “Clicks and impressions don’t cut it anymore. You need to know what’s driving revenue, what’s hurting conversion, and how to fix it quickly across the entire customer journey.”

Liz Miller, VP & Principal Analyst at Constellation Research, added, “Organizations urgently need tools that connect marketing and product data to provide a complete customer picture, enabling faster and better decisions.”

New Features and Platform Enhancements

• Out-of-the-box marketing analytics: Real-time dashboards designed for marketers, offering campaign, channel, and ad performance insights without SQL or data setup.

• Data Table Visualizations: Flexible, digestible custom reports with new chart options.

• Entry Analysis: Track where users come from and their next actions to optimize based on intent.

• Heatmaps: Visualize user clicks, scrolls, and selections to identify friction points on web and landing pages.

• No-code Visual Experimentation: Simplify and accelerate testing of web pages and campaigns with enhanced Web Experiment capabilities.

• Seamless Ad Network Integrations: Sync cohorts and personalize targeting across Google Ads, Facebook Ads, LinkedIn, TikTok, and more.

Customer Success Story

Austin Costello, Team Lead Customer Intelligence at Home Shopping Europe, praised Amplitude’s transparent attribution and intuitive interface. “With Amplitude, both Product and Marketing teams access shared, data-driven customer insights independently, enabling faster issue spotting, testing, and impact measurement—no more black-box models or analyst bottlenecks.”

Amplitude’s enhanced platform capabilities bridge the gap between marketing and product data, enabling companies to optimize campaigns, boost ROI, and create cohesive customer experiences based on actionable insights. This integration equips teams to do more with less and drives better outcomes throughout the customer journey.