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TLL Editor Talks Toy Licensing With Global Toy News

This week The Licensing Letter’s editor-in-chief Gary Symons joined Richard Gottlieb of Global Toy News for a chat about the toy licensing industry.  For those who may have missed the news, TLL and Global Toy… . . . read more

Squishmallows Hits 100 million Sales, Launches Licensing Program

Jazware’s Squishmallows plush line has hit an impressive milestone with 100 million units sold, triggering several new licensing partnerships. Jazwares and its Kellytoy subsidiary are now teaming up with several “best-in-class licensees” in a bit to… . . . read more

Striker Entertainment Tapped To Rep WowWee’s Got2Glow Fairy Finder

WowWee has appointed Striker Entertainment to represent one of its hottest toys of the year, the Got2Glow Fairy Finder. Featured on numerous holiday “Hot Toy” lists, WowWee’s Got2Glow Fairy Finder is one of this year’s… . . . read more

Analysis: 3 Reasons Why Lego Wins on Amazon

The Secret Tactics Lego Uses to Blow Away the Competition on Amazon Sales By Ryan Faist Originally printed by our friends at Global Toy News Ryan Faist is the Content Marketing Manager for Channel Key,… . . . read more

Mattel Honored With First Licensing Sustainability Award

The Society of Product Licensors Committed to Excellence and The Licensing Letter are pleased to announce that Mattel’s toy recycling program has won the first ever Licensing Sustainability Award. The LSA is awarded quarterly to… . . . read more

Educational Toys: Rube Goldberg Partnership Sets Miracle Machines in Motion

By Gary Symons TLL Editor in Chief Journalists are supposed to declare any biases they may have, so let me first admit I’m a huge fan of Rube Goldberg machines. The fact I’m terrible at… . . . read more

ViacomCBS Releases ‘More Than Dolls’ Study on Diversity and Inclusion

By Gary Symons TLL Editor in Chief A study by ViacomCBS Consumer Products shows that a doll is not just a doll, and that representation of minorities in toy choices can dramatically impact how children… . . . read more

Toy Licensing: Bulldog Launching UK Licensing Program For Magic Mixies

The ‘wow toy of 2021’ from Moose Toys has experienced a phenomenal UK launch The toy phenomenon Magic Mixies is hitting the shores of the United Kingdom, quickly becoming one of the top products on… . . . read more

Experiential Licensing: Mattel, Mobil 1 Partner On First Ever UNO World Championship in Vegas

Mattel says select fans will compete at the first-ever official UNO Championship Series Vegas Invitational Tournament, sponsored by Mobil 1, in Las Vegas on Nov. 11. The event is part of Mattel’s 50th anniversary licensing… . . . read more

Licensing Awards: Toy Of The Year Finalists Named

The Toy Industry has announced the finalists for the coveted Toy of the Year Awards for 2022. From creative construction toys and innovative collectibles to lovable plush and toys for grown-ups, the finalists announced this… . . . read more


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