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Cuteness Overload: Barbie Partners with Hello Kitty

US toy giant Mattel has partnered with Sanrio to create a branding dynamo, combining the iconic Barbie line with the globally popular Hello Kitty brand for the first time. The two companies say they will collaborate on the development of a colourful and contemporary product line aimed at kids and adults that will span accessories, apparel, health and beauty, and footwear. The lines are due for release in early 2021 with an initial focus on soft lines, but will expand with new offerings throughout the year. “We’re excited to bring the world of Hello Kitty to life through this consumer products partnership with Barbie,” said Lisa Weger, Mattel’s regional head of consumer products for EMEA. “The collection will enable fans of all ages to experience Hello Kitty and Barbie through… . . . read more

BSN Sports Expands Baseball, Softball Offerings With Scout Hub, Under Armour

BSN Sports this week announced a new partnership with The Scout Hub in conjunction with its long-standing brand partner Under Armour. Through this partnership, baseball and softball organizations utilizing The Scout Hub will benefit from team apparel and equipment discounts, as well as dedicated product selection serviced by BSN SPORTS. The Scout Hub provides professional athlete development tools through their impressive team of professional baseball and softball advisory members who, collectively, possess more than 200 years of experience as collegiate and major league coaches, players, and scouts. By providing athletes the unique opportunity to have their game evaluated by renowned industry experts, The Scout Hub aims to revolutionize scouting and player development by infusing standard practices with new performance analytics platforms for the youth baseball and softball markets. “BSN SPORTS… . . . read more

Hasbro is All In on Streaming to Help Drive Sales

Toy and Game Giant Hasbro is following up on the success of its six part Transformers series, The War for Cybertron, with the development of a new Dungeons and Dragons program. CEO Brian Goldner says Hasbro has other projects in the works as well, including a new live action Power Rangers movie and a CGI animated My Little Pony feature film for release in theatres in September 2021. Goldner says the success of Transformers both on television and in terms of driving toy sales was ‘transformational’ for the company. He said during the company’s recent Q3 earnings call that the show was a top performer on Netflix and “… drove considerable growth in Transformers’ brands.

Toys’R’Us Reveals the 20 Hottest Toys for Our Covid Christmas

Looking for the hottest licensing properties in the toy world? You could do worse than heeding the advice of retailing giant Toys’R’Us, which has relaunched its annual Geoffrey’s Hot Toy List for the 2020 Yuletide season. This year the Toys ‘R’ Us team has selected the top 20 hottest toys of the year from well-known toy brands including Fisher-Price, Hasbro, LEGO, Mattel, Spin Master, VTech and more. This year’s Hot Toy List is brought to life in a YouTube video starring the true experts in toys; namely, kids. “During this exceptional time, the toy category remains a bright spot as parents and kids look to keep themselves entertained and active while at home,” said Richard Barry, Tru Kids CEO.  For more than 20 years, Toys ‘R’ Us has delivered the… . . . read more

Holly Hobbie Series Lands on Disney Channel in Latin America

Nov. 5, 2020 Latin American sales specialist Spiral International has secured a pan-regional deal with Disney Channel Latin America for the live action series, Holly Hobbie. The new music-driven series is produced by Aircraft Pictures and Holly Hobbie brand owner Cloudco Entertainment in association with Wexworks Media and includes two seasons of 10 episodes each. First introduced in 1967, Holly Hobbie™ is recognized worldwide as the bonneted “Blue Girl” in paintings and illustration. Since then, the Holly Hobbie brand has grown into books, crafts and toy lines, and now, into a live-action series, accumulating more than 50 years of fans and $1 billion in worldwide licensed product sales.  The new live-action series, produced by showrunner Sarah Glinski (“Degrassi: Next Class”, “Degrassi: The Next Generation”) stars Ruby Jay as the aspirational, modern-day 13-year-old… . . . read more

We Can All Look Better, Thanks to Queer Eye Licensing Deal

Sartorially challenged men and women everywhere can rest easy, knowing a new licensing agreement will bring the Emmy award winning fashion sense of Queer Eye to an ecommerce portal near you.  Scout Productions, the company behind the hit series, announced on November 5 a multi-layered licensing program of new products and the launch of, bringing fans all things fashion, inclusivity and “Queer Eye.” The program, created in partnership with the show’s licensing representative IMG, features products based on the television series, including an extensive new apparel line featuring everyone’s favorite Queer Eye personalities, which is available now at Amazon and on  Other highlights include the recently launched exclusive home furnishings line at, whose success out of the gate has resulted in many products being sold out, and… . . . read more

Super Oops: Why the Snyder Cut of Justice League was Removed from HBO

If you’re a DC Comics fan anxiously awaiting the release of the controversial ‘Snyder Cut’ of Justice League, then you’re likely aware the first epic trailer has been pulled from YouTube and other video or streaming services … and it appears a licensing wrangle serves as the super villain in the plot. While there’s been no official explanation, it appears the trailer was removed due to a licensing issue with the background song ‘Hallelujah’, written by Canadian poet/singer Leonard Cohen, and owned by Columbia Records … and it’s a perfect example of why proper licensing agreements are so vital. For non-DC fans, the Snyder Cut is a new version of the Justice League movie that Zack Snyder was directing until he stepped away after the tragic death of his daughter. … . . . read more

Mentos Licensing Deal Means Your Car Will Tempt You to Eat Candy

Lisa Marks Associates has expanded their licensing program for client Mentos, the popular single serve candy, with a new line of automobile air fresheners.  The deal was struck with leading auto care product company Sterling Teal International. Sterling Teal is leveraging the Mentos ‘always fresh’ brand and its well known candy scents to release an initial collection of eight scented air fresheners.  The air fresheners will include existing Mentos flavor profiles like the original cool mint and various fruit flavors, plus some new additions. The air fresheners will be available in early November under the agreement in national retailers across the U.S. as well as in Canada, Puerto Rico, Dominican Republic, Mexico, Guatemala, Honduras and El Salvador.  “We are thrilled to be launching the mentos Auto Air freshener program with… . . . read more

Evolution USA Wins Exclusive Licensing Deal with Meredith for Life Brand and The Life Picture Collection

Get ready for a lot more Life in you life, as Evolution USA plans a major rollout of visual assets from one of the world’s premier photography art brands.  Meredith Corporation (NYSE:MDP) has named Evolution USA as their North America, Australia and New Zealand licensing and brand management agency for the LIFE brand and The LIFE Picture Collection, effective immediately. Evolution plans to accelerate the monetization of Life’s digital media assets by seeking new licensing and brand expansion opportunities for LIFE and its massive photo archive in a variety of product classifications and consumer experiences. These will include apparel, accessories, home furnishings, housewares, gifts and collectibles, food and beverage, stationery and paper goods, brand and artist collaborations, hospitality, location-based entertainment experiences, gaming, and promotions. “We’re excited to partner with Evolution… . . . read more

Sun-Maid Partners with TreImage to Extend Its Iconic Raisin Brand

Sun-Maid®, the iconic raisin brand, announced Nov. 2 it has selected licensing and marketing agency TreImage, LLC, to assist in expanding its brand extension program. As the world’s largest raisin and dried fruit producer on the planet, Sun-Maid is also one of the world’s most recognizable food brands. Sun-Maid with its memorable little red box has grown into full-fledged better-for-you snacking brand Serving today’s millennial moms and snackers of all ages, Sun-Maid’s offerings have evolved from the humble raisin to a variety of snacks made with whole fruit. “We are so proud of the nostalgia of Sun-Maid and at the same time, we’re constantly looking forward to evolve with the wants and needs of today’s consumer,” said Harry Overly, President and CEO of Sun-Maid Growers of California. “With Trelmage, we are looking to grow the Sun-Maid… . . . read more