The country icon discusses her approach to brand partnerships, from Dollywood's 41st season to recent collaborations with major companies.
This year, License Global has partnered with Licensing International to celebrate the 2025 Hall of Fame inductees as part of The Influentials, a tradition that honors the most impactful figures in the licensing industry. These honorees represent the pinnacle of achievement in brand licensing, showcasing the power of collaboration and innovation in shaping the industry’s future. Through their visionary work, they have transformed the licensing landscape and inspired the next generation of professionals to pursue careers in this dynamic field. As part of this celebration, License Global is spotlighting each inductee. In this exclusive Q&A, Dolly Parton reflects on the career achievements that led to her brand licensing success.
What are two to three pivotal moments in your career that helped shape this recognition?
Dolly Parton: I worked hard throughout my entire career to build a body of work that one day would be viewed as important and meaningful. I am very grateful for the fans in making that dream a reality. And that success has allowed me to expand into so many different things. I realized early on that they call this the music and entertainment business, so I’d better invest just as much time and attention to the business side as I do the creative side.
What brought you to licensed merchandise? How did you find licensing?
I often say that I wake up with new dreams every day. And when you are lucky enough to be in a position to have a platform to dream big, well, the branding and the licensing avenues just made a lot of sense.
Throughout your legendary career, how have you leveraged licensing deals to expand your brand beyond music?
Most people would probably point to the launch of Dollywood back in 1986 as the first big deal I did. Now, that is a partnership with Herschend Entertainment, but it did kickstart a lot of ventures into family entertainment. Dollywood is going to be opening its 41st season next year, can you believe that?!
As a new Hall of Fame inductee, what legacy do you hope to leave in the licensing industry?
I am honored to be inducted for the branding work we’ve done. Of course, this is not just about me – even though it’s my name on the packaging – there are a lot of great people who’ve helped me bring these products to life. I only want to be involved in products that I would use, and things that feel natural and authentic to who I am. I hope every product that carries my name can lift up someone’s day, bring them a bit of joy and share a little love.
You’ve created a plethora of licensed products for your fans. Do you have any dream collaborations or products you want to make in the future?
You know me, just like with music, I’ve been able to be involved in some great collaborations. We just launched my Joleans line with Emma Grede and Khloé Kardashian’s Good American company, and I’ve been in business on jewelry with Kendra Scott for a few years now. And I love all the things we’ve been able to bring to life with ConAgra on the baking goods and frozen foods lines. Whatever the product line, it is fun to dream up new ideas!
For more information on licensing opportunities with Dolly Parton, visit https://imglicensing.com/brands/dolly-parton/.