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Wham-O Appoints Global Licensing Agency

There are few companies that have historically done a better job of branding their inventions than Wham-O, and now Anjar Co. and Becker Associates has been given the weighty responsibility of licensing and commercializing brands like Hula Hoop, Hacky Sack, Boogie Board, and Frisbee, among many others. It’s a mark of Wham-O’s success in creating successful new products that those types of products are generally known to the public by the company’s brand names. You don’t go out to play ‘flying disc’, for example; you go out to play Frisbee, and the same can be said of Slip’n’Slide, Hacky Sack, Boogie Board, and Hula Hoop. Wham-O says it has appointed Anjar Co. & Becker Associates as the exclusive global licensing agency for all of its brand, which include Frisbee, Slip ’N Slide, Hula Hoop, Hacky… . . . read more

The Point.1888 Inks Toy Partner for Moonbug Entertainment

The licensing agency The Point.1888 has announced the signing of an agreement making Character Options the Master Toy Partner for Moonbug Entertainment’s Morphle brand in EMEA and Australia. The deal comes just a few months after The Point.1888 announced multiple major licensee partnerships for two of Moonbug Entertainment Ltd.’s other world-famous brands, Cocomelon and Blippi. With more than 300 episodes created and broadcast via YouTube and Netflix globally, as well as other platforms, the program My Magic Pet Morphle has amassed a following of over 18 million subscribers. Morphle is an energetic little red creature who can morph into anything: a sweet puppy, a giant truck, a cool dinosaur or anything that Mila’s playful mind can imagine. Mila’s dad runs the only magic pet store in the city—a fantastical place… . . . read more

Gift Retailer Moonpig Goes Big With LEGO

The British gift company Moonpig says it’s expanding its offering through a major deal with LEGO to make branded gifts available to its customers. The agreement marks the largest ever branding launch on the AI-powered e-commerce site, the company says. The new range of more than 50 different products with 13 different themes is already available through the Moonpig.com ecommerce site, and ranges from Duplo toddler sets to various licensed lines like Harry Potter, Marvel and Star Wars, to the architectural sets aimed at adults. Moonpig says it plans to increase its LEGO offerings later this year. Moonpig is a large and growing gift company whose claim to fame is its sophisticated, AI-powered ecommerce technology that helps its users choose the ‘perfect gift’. “The key to our success is the… . . . read more

Random House Signs LEGO Book Deal

Random House has signed a deal that will see a major expansion of book titles being published and distributed globally for toy giant LEGO. Under the agreement, Random House Children’s Books will partner with AMEET Publishing, LEGO Publishing’s worldwide strategic partner, to expand the LEGO Books business, said Chris Angelilli, VP & Editor-in-Chief of Licensed Publishing, Random House Books for Young Readers. The first titles will release in Fall 2021, notably marking the first-ever publication of LEGO Books titles from Random House Children’s Books. “It’s no secret that Random House Children’s Books has admired the LEGO Group and all of its products, franchises, and films for decades,” said Angelilli. “We are absolutely delighted to have the opportunity to partner with AMEET in building a strong and dynamic LEGO Books publishing program.”… . . . 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

LOL Surprise Joins the Digital Fun With ROBLOX

Two giants of the children’s play industry have combined forces in a licensing deal between the gaming platform ROBLOX and the toy franchise LOL Surprise. LOL Surprise Official Party will launch on Roblox’s social gaming platform on April 2, according to a statement to The Licensing Letter from MGA Entertainment. “This past year has found parents discovering new ways to get their kids to play,” said Aram Atamian. “With that, one of America’s top toy properties LOL Surprise is joining forces with top digital gaming platform ROBLOX – creating a relationship with the 1st Doll World of Roblox on a global level. Through these two leaders in toy/play coming together, billions of fans can now discover a more immersive and shared gaming experience.” As a lead up to the LOL/ROBLOX… . . . 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

Peppa Pig Theme Park To Open at LEGOLAND Florida

Thanks to the soaring popularity of Peppa Pig, families will squeal with delight in 2022 as they jump into the playful world of Peppa Pig for an unforgettable day of adventure at the World’s First Peppa Pig Theme Park, built out as part of the LEGOLAND Florida Resort. Designed to be the ultimate day trip for little ones, the all-new standalone theme park will feature multiple rides, interactive attractions, themed playscapes and water play areas — complete with “muddy puddles” of course — and live shows daily, all based on instantly recognizable locations from the globally popular brand. Families will meet Peppa and her friends as they snort, giggle and play to build their family’s first theme park memories together. The project to build a Peppa Pig theme park within… . . . 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

Mattel TV Announces Two New Barbie Specials

Mattel has said it will be greatly increasing its film and television production efforts in 2021, and the company this week announced the launch of two new animated Barbie specials for streamers and broadcasters this spring. The first of the two specials is “Barbie & Chelsea The Lost Birthday,” the first dedicated television movie featuring Barbie’s younger sister Chelsea in a starring role. The second special, which follows the success of last year’s “Barbie Princess Adventure,” will be a musical that follows Barbie and her friends to New York City. Directed by Cassi Simonds (“Barbie Dreamhouse Adventures”), “Barbie & Chelsea The Lost Birthday” tells the story of Chelsea, Barbie’s precocious youngest sister, and the rest of the Roberts family as they set sail on an adventure cruise for her seventh birthday…. . . . read more


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