It's no surprise to see a McLaren Senna GTR on the track in the popular Asphalt 9: Legends video game. After all, it's one of the fastest supercars in the world. But in this case, brick toy giant LEGO has collaborated to create a LEGO Technic version of the car that appears in the latest version of the Asphalt racing series. From Oct. 19 until Oct. 30, racing fans will be … [Read more...] about Video Game Licensing: McLaren LEGO Racer Tears Up The Track In Asphalt 9
Trademarks/Brands
Sustainable Licensing: Animal Planet Roars Into Burger King With Eco-Friendly Toys
By Gary Symons TLL Editor in Chief Sustainability seems to have been the theme of this month at The Licensing Letter, as several companies including McDonald's Restaurants, Mattel, and Smiley have all revealed new environmentally friendly initiatives to reduce plastic waste, pollution, and greenhouse gas emissions. Now, Burger King has announced it is working with Animal … [Read more...] about Sustainable Licensing: Animal Planet Roars Into Burger King With Eco-Friendly Toys
Character Licensing: Playmobil Makes An Aston Martin DB5 For Bond … James Bond
Just in case you need a toy car with machine guns, bulletproof bulkheads, and ejector seats, Playmobil has you covered with an authentic replica of the legendary Aston Martin DB5 from Goldfinger. The car is synonymous with the 007 film series, and other than possibly the Batmobile, is certainly the most famous automobile in film history. Thanks to a licensing deal brokered for … [Read more...] about Character Licensing: Playmobil Makes An Aston Martin DB5 For Bond … James Bond
Trademark Licensing: Craftsman Partners With Acurite On Branded Home and Weather Monitors
The tool and DIY giant CRAFTSMAN has partnered with North America’s number one weather monitoring brand, AcuRite, to launch a range of home and weather monitoring products. The licensing agreement was brokered by Beanstalk, CRAFTSMAN’S global brand licensing agency. The new line will include multiple home and weather monitoring products, including the following for home … [Read more...] about Trademark Licensing: Craftsman Partners With Acurite On Branded Home and Weather Monitors
Toyota Tags Joester Loria To Give Its Licensing More Horsepower
Joester Loria Group (JLG) has won a major contract with one of the world's largest automakers, being tapped for representation by Toyota. Toyota Motor Sales, USA says JLG has been selected to develop licensed product extensions for their Toyota and Lexus brands. Through merchandising and collaborations, JLG has been engaged to activate programs which engage with Toyota and … [Read more...] about Toyota Tags Joester Loria To Give Its Licensing More Horsepower
Surge Brands Sign First Licensing Deals For ‘Toxic Waste’
Surge Brands has signed an impressive roster of licensees for its client Candy Dynamics ... especially considering those deals are for a candy called Toxic Waste! But Surge Brands also says they are responding to demand from retailers for licensed consumer products, as the Toxic Waste line has become one of the hottest selling new candies in the market. As a result, the agency … [Read more...] about Surge Brands Sign First Licensing Deals For ‘Toxic Waste’
Canadian Experiment Furthers McDonald’s Sustainability Goals
By Gary Symons TLL Editor in Chief McDonald's is continuing its drive toward environmental sustainability with a new program in Canada that will see two Green Concept Restaurants unveiled in London, Ontario, and Vancouver, British Columbia. The move follows a major initiative reported on by The Licensing Letter on Sept. 22 (see link below) that saw McDonald's announce a … [Read more...] about Canadian Experiment Furthers McDonald’s Sustainability Goals
Lotus Races Into New Licensing Deal With Global Trademark
Leading full-service brand and licensing agency Global Trademark Licensing (GTL) has secured an expanded representation deal for Lotus Cars, with the automotive company’s recently unveiled mid-engined premium sports car model, the Emira, now added to GTL’s portfolio. GTL represents Lotus Cars, including the new Emira model, globally across all categories with a strong focus on … [Read more...] about Lotus Races Into New Licensing Deal With Global Trademark
Happier Happy Meals, As McDonald’s Reduces Use of Plastics
By Gary Symons TLL Editor in Chief The world's leading fast food chain McDonald's is making sustainable changes to its Happy Meal toys, which will impact licensors. McDonald's pledged Tuesday to "significantly" reduce the use of plastics in its Happy Meal toys worldwide. The move follows a similar program launched only in the United Kingdom after McDonald's faced a wave of … [Read more...] about Happier Happy Meals, As McDonald’s Reduces Use of Plastics
CRAYOLA Announces Back to School Cross Promotions
Going back to school is always a major event for moms, kids, teachers and retailers, and this year Crayola has teamed up with leading consumer goods brands to celebrate and inspire creativity as children return to in-person school, in some cases for the first time in over a year. While the average consumer may not know it, Crayola tops the ranks of back-to-school brands in … [Read more...] about CRAYOLA Announces Back to School Cross Promotions