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Formula 1 Extends Fanatics Deal Following 40% Surge in Sales

By Gary Symons TLL Editor in Chief They say success is its own reward, but it also doesn’t hurt when one of your biggest customers extends your contract after an impressive boost in sales. That’s what happened with sports merchandising giant Fanatics, who saw their exclusive Merch deal with the Formula 1 racing organization extended after sales revenue exploded by 40%. “Formula 1 is delighted to announce that Fanatics, the global leader in licensed sports merchandise, will become the sport’s exclusive merchandise retail partner at Grand Prix weekends and online from the 2018 season onwards,” the organization said in a statement. “With the announcement of this partnership, F1 seeks to make a significant step change forward in the growth of its consumer products licensing division, as well as to create… . . . read more

Adidas, Delta Galil Partner on Underwear Collection

Sportswear leader adidas has signed this week an international partnership with Israel-based apparel maker Delta Galil to design, manufacture and distribute an underwear line under adidas’ Badge of Sport and Originals labels. The collection is due for release in 2022 throughout the APAC, EMEA, Europe and Latin American regions, while the collection for women will also be available in North America. “We are honored to partner with adidas, a global leader in the sporting goods industry, to launch these new collections,” said Victoria Vandagriff, President of D2 Brands at Delta Galil. “Innovation is core to the DNA of both adidas and Delta Galil and we look forward to leveraging that shared strength and focus through this collaboration. This license marks a meaningful addition to Delta Galil’s portfolio of licensed and… . . . read more

Guru Studio Appoints Master Toy Partner for True

Canadian animation studio Guru has appointed United Smile as its first-ever Master Toy Partner for its series True and the Rainbow Kingdom. The studio originally partnered with Toy State in a non-exclusive licensing agreement, but the toy company shut down in 2018 after more than three decades in business. Guru has also worked with other companies, but the deal with United Smile is the brand’s first Master Toy Partner since Toy State went out of business. United Smile is a Hong Kong toy company, and has already lined up distributors in several regions to roll out the new toy line. Those include Bandai in Spain, Imports Dragon in North America, Token Toys in Mexico, Big Balloon and Haven Licensing in Australia, and First Group and Spacetoon for the Middle East… . . . read more

Licensing List: Deals of the Week

Hershey Company Serves Up Sweet Fashions The Hershey Company has signed five new partners to expand its line of licensed fashion, in deals brokered by global licensing agent Brand Activation Consulting. The new partners include: American Marketing Enterprises, a division of Centric Brands, for children’s sleepwear; Bioworld for adult sleepwear and accessories; Mad Engine for adult and children’s apparel; Odd Sox for hosiery and accessories; and Super Retro Brands for men’s boxers and accessories. “The Hershey Company has a roster of iconic brands, and we are thrilled to offer these new licensees and items that we know fans will love,” said Michelle McLaughlin, CEO for Brand Activation Consulting. Products from the new partners are scheduled to launch with retailers in late 2021, and McLaughlin says additional products and collaborations in… . . . read more

Winnie The Pooh Shares Birthday With Queen Elizabeth

Winnie the Pooh has a surprising number of things in common with Her Royal Highness, Queen Elizabeth II. They both love spending time in the woods; they both like honey; and they’re both celebrating their 95th birthdays. To mark the occasion, Disney has released a special animation entitled Winnie the Pooh and the Royal Adventure featuring Pooh and his friends. It’s a short and honey-sweet 45-second animation that pays tribute to the Queen, as well as the upcoming 95th anniversary in October of the first publication of Winnie the Pooh stories in the Hundred Acre Wood. The beautiful animated tale sees Winnie the Pooh delivering a special gift to Her Majesty Queen Elizabeth II, alongside trusted friends Christopher Robin, Piglet, Tigger and Eeyore. The group, led by the lovable bear, embark… . . . read more

Beanstalk Lands Contract With Kelloggs

Beanstalk, a New York-based licensing agency with global reach, has landed a massive contract with Kellogg, one of the world’s largest food companies and best-known brands. Kellogg Company says it has appointed Beanstalk as its exclusive food licensing agency to grow Kellogg’s licensed food and beverage categories in the US, Canada, Europe, Japan and South Korea. These categories will be in complement to its core portfolio in cereal, snacks and frozen foods. “Kellogg is committed to creating better days and a place at the table for everyone through our trusted food brands,” said David Lee, senior director of Global Licensing with Kellogg’s Global Growth Team. “Licensing Kellogg’s brands into strategic food and beverage categories will better enable us to meet our vision and purpose as an organization.” Kellogg, a sprawling… . . . read more

African Animators On The Rise With Disney+, Netflix, Cartoon Network

By Gary Symons TLL Editor in Chief Until now, children in Africa didn’t really see themselves represented in the shows they watched, as the vast majority of television content was produced in North America, Europe and Asia. It’s also a problem for licensees on the continent, as Africa has long lacked home-grown heroes in children’s shows, with virtually all licensed products linked to programs produced outside the continent, and that don’t particularly reflect African experience and culture. But that’s changing, as the Cartoon Network, Netflix and Disney+ have given the green light for series produced by African animators and studios. Most recently, as Kidscreen revealed in a recent exclusive, Cartoon Network Africa will be airing  Garbage Boy and Trash Can, the first ever domestically produced animated series to appear on their… . . . read more

SEGA Adds Two Sonic Toy Partners In Europe

SEGA Europe has announced new licensing partnerships with Wow! Stuff and HoloToyz to mark the 30th anniversary of its flagship property Sonic the Hedgehog. Wow! Stuff will be bringing the speedy video game character to its award-winning Wow! Pods range, which will feature light-up characters from the Sonic universe, housed within interconnecting display cases. In the agreement with HoloToyz, the parties will be launching a range of stickers, decals and temporary tattoos embedded with augmented reality technology which can be brought to life via the company’s free HoloToyz app. The toymakers join a line up of industry-leading licensees who are jointly helping SEGA celebrate three decades of the Sonic the Hedgehog franchise this year, just as the franchise is preparing the launch of Sonic the Hedgehog 2. Production on the… . . . read more

Some Classic Viacom CBS Shows Are Stylin’ With Tommy Hilfiger

SpongeBob SquarePants and his pal Patrick will be rocking some Tommy Hilfiger jeans in a new partnership between the design house and ViacomCBS, brokered by WildBrain CPLG. The licensing agency says the Tommy Hilfiger brand has partnered with ViacomCBS Consumer Products to launch a new collection under the theme A Blast from the Past, featuring characters and logos from Nickelodeon and MTV. The collaboration will see Tommy Hilfiger launching a wide range of t-shirts, sweats, and hoodies in a unisex style, available at all Tommy Hilfiger retail outlets, on their tommy.com ecommerce site, and through their global wholesale partners. Beavis and Butthead, Garfield, MTV, Ren & Stimpy, and SpongeBob SquarePants will all be featured in the new collection. The deal was brokered by WildBrain CPLG, one of the world’s leading… . . . read more

I Scream, You Scream, And Now Dogs Scream For Ice Cream

Dogs have always loved ice cream … but unfortunately, ice cream has not always loved dogs. Thanks to a deal brokered by The Point.1888 between the Battersea animal charity and Britain’s carbon negative ice cream purveyor Jude’s, that’s about to change. Battersea is a 160-year-old animal charity, among the oldest in the world, that is demonstrating its tireless commitment to the nation’s canines this month with the launch of a canine-safe ice cream range for dogs. The product line is made using real fruit purees and includes Strawberry and Apple & Banana flavors. Produced by Jude’s, Britain’s first Carbon Negative ice cream and desserts company, the deal will also see 5% of sale proceeds invested back into the charity. “As a family of dog-lovers we are delighted to launch Ice Cream for Dogs… . . . read more


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