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Brentwood Repping Stride Rite In New Partnership

One of the world’s most venerable child’s footwear companies will be represented by Brentwood Licensing LLC, as Stride Rite looks to expand its licensing profile. Brentwood announced the deal April 29 that will see it launching a new campaign on behalf of Stride Rite, a shoe brand that is more than a century in the making, and specializing in products for infants, toddlers and older kids. Brentwood will primarily be looking for domestic licensing deals in the United States that “leverage the lifestyle and brand integrity of Stride Rite to complement the already established products at retail.” Founded in 1919, Stride Rite is a leader in the children’s footwear industry. With a rich 100-year history, Stride Rite delivers quality products with advanced and cutting-edge technologies. Stride Rite is distributed throughout… . . . read more

Care Bears Get Busy With Licensing Deals

The venerable Care Bears and brand owner Cloudco Entertainment have dived deep into the licensing pool and come up with a wide slate of deals in the apparel sector. Cloudco says it has signed a number of new partnership agreements in the apparel category. They include Bentex for kids apparel and swimwear; Centric for kids and adult sleepwear and hosiery; Freeze for adult apparel; Komar for kids sleepwear; Mad Engine for kids and adult apparel; Handcraft for packaged underwear; and Highpoint for hosiery. In the accessories category, Cloudco signed new deals with Concept 1 and H.E.R. In footwear, ACI will be developing Care Bears-inspired footwear for kids. “We’re thankful to all of our partners who have supported us in spreading sharing and caring across the globe, at a time when it’s… . . . read more

Big Week For Dr. Seuss: Three New Deals And An Anniversary

You just can’t keep Dr. Seuss out of the news lately. After getting political conservatives into a fluster last month after cancelling certain Dr. Seuss books for images now considered racially offensive, the children’s book brand has seen sales increases and this week announced three new deals. The first slate of deals, announced April 6, celebrates the 50th Anniversary of the Dr. Seuss classic The Lorax, with a lineup of sustainable brand partnerships to further enhance the book’s strong message of environmental activism. “The Lorax has always been a beloved Dr. Seuss story and introduces children to why we need to protect our planet through a beautiful story,” said Susan Brandt, President of Dr. Seuss Enterprises. “We are proud to celebrate the 50th anniversary of the book in 2021 and… . . . read more

Deal With Cotton On and Douglas Makes Miffy a Happy Bunny

The popular children’s brand Miffy, from the line of books by Dick Bruna, is launching new lines of baby apparel and plush toys in collaboration with Cotton On and Douglas. The Australian fashion brand Cotton On will be producing four new lines of baby clothing from newborn up to 24 months, and priced competitively at between $14.99 and $19.99. The well known US plush toy producer Douglas will be offering up a variety of sizes and styles of Miffy plush toys that bring the iconic designs by Dick Bruna to life. From the classic colors Miffy is renowned for, to new twists on her fashionable outfit, to a meaningful mantra, Douglas says there is a plush bunny for little trend setters everywhere. Both collections are available for the Easter holidays,… . . . read more

Startup’s Sales Soar After Sesame Street Deal

The success of innovative startup company Glo underlines the critical importance of seeking out smart licensing deals with popular brands. Glo, a young company based in Starkville, Miss., recently signed a licensing agreement with Sesame Workshop for Glo Pals, an imaginative toy that brightens play and bath time for children, particularly those with autism. Glo Pals were recognized among best-in-class products as a Gold Award winner in the 2020 Mom’s Choice Awards. Glo began as a senior college project for its founders, but the concept was so successful it led to the launch of the company, working with Sesame Workshop, the nonprofit organization behind the perennially popular children’s show Sesame Street. Hagan Walker and Anna Barker were budding entrepreneurs in Mississippi State University’s Center for Entrepreneurship and Outreach when they hit… . . . read more

Special Report: The Future of Hasbro

By Gary Symons TLL Editor in Chief The ‘Play and Entertainment’ conglomerate Hasbro has for the first time outlined its future plans in a live investor event, and as expected, the news will be game changing for the company and for its licensing partners worldwide. Sit down and grab yourself a coffee or tea, because it’s a LOT. At the core of the announcement, Hasbro has outlined its “strategic growth drivers” for the near and medium term, and has unveiled new product segments aligned to these drivers. In other words, the company is restructuring, and it’s doing so in ways that it feels will better prepare Hasbro for a rapidly changing environment. The new financial reporting segments are: Consumer Products, including toys and games; Wizards of the Coast (Wizards) and… . . . read more

Highlights Names M-Zone As North American Agent

The educational toy and literature company Highlights is kicking off its 75th year with the appointment of The-M-Zone as its North American licensing agent. The-M-Zone will pursue licensees and partnerships that will deliver content, product and experiences that engage, delight and foster joyful learning. “Partnering with The-M-Zone comes at an opportune time when children’s learning is being redefined, and content and experiences need to be more relevant,” said Lece Lohr, President of Highlights Consumer Business. “The-M-Zone will engage licensing partners, who will help us continue our mission of fostering curious, creative, caring, and confident children.” As Highlights gears up to celebrate its 75th anniversary, The-M-Zone will leverage Highlights’ world-renowned as a trusted family brand to expand its footprint into new content areas and product categories with the purpose of creating… . . . read more

LEGO Named World’s Most Popular Kids Entertainment Brand

By Gary Symons TLL Editor in Chief According to a sweeping new report on brands for children, LEGO is now the most popular kids’ entertainment brand in the world, followed by Disney, Marvel, Barbie, and with Paw Patrol rounding out the Top 5.  The data comes via a report from Brand Trends, in which mothers provided answers to a survey on behalf of their children, from ages 0 to 6.  However, it’s worth noting that some brands in the list could be combined, since, for example, Disney also owns Marvel.  And, while Spiderman is now part of the Marvel Universe, it is also so popular as a brand that it places sixth on the list as a separate franchise. Similarly, the Disney property Frozen places seventh.  If the various Disney-owned… . . . read more

Poetic Brands Launches Baby Line With Brambly Hedge

Poetic Brands is creating a line of baby clothing and accessories based on the Brambly Hedge children’s books by Jill Barklem. Poetic signed the deal this week with Rockpool Licensing, which manages the Brambly Hedge intellectual property worldwide. Under the agreement, Poetic plans to produce a new collection including layette and fashion daywear, nightwear, snow suits sleeping bags, accessories and changing bags inspired by the adventures of the iconic community of mice in the idyllic English countryside. Brambly Hedge joins a number of prestigious new children’s partners for Poetic Brands, as the licensee establishes its new Baby, Children’s Wear and Accessories division. Brambly Hedge began life in 1980 as a series of intricately illustrated books following a family of mice in the English countryside. Written by Jill Barklem, the brand… . . . read more

TLL Survey

Apparel Fuels 3.1% Growth in U.S./Canada Fashion Licensing—Global Growth Is Even Higher

For all of its challenges, the fashion licensing industry continues to post strong sales in the U.S. and abroad. Global retail sales of licensed fashion goods totaled…


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