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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

The Week in Licensing Deals

LEGO How do you get to Sesame Street? Easy, just ask Lego.  The European construction toy giant is bringing out a Sesame Street-themed set for the first time called Lego Ideas 123 Sesame Street.  The new set features iconic characters you’ll remember from your own childhood (yes, it’s been that long) like Big Bird, Elmo and Oscar the Grouch.  The set will be up for sale on Nov. 1, 2020, leaving lots of shopping days before Christmas.  Last Airbender Goes Live on Twitch The enduringly popular Nickelodeon kids’ series The Last Airbender and its sequel The Legend of Korra are breaking new ground, thanks to a deal with ViacomCBS Networks Americas.  The rapidly growing streaming platform for gamers will be streaming the two series in Latin America from October 26… . . . read more

Share of Retail Sales of Licensed Infant Products, by Property Type, U.S. & Canada

Retail Sales of Licensed Infant Products, by Property Type, U.S. & Canada

Retail Sales of Licensed Infant Products, U.S. & Canada

Infant Products

Royalty Profile for Licensed Infant Products


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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