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Toy Licensing: Moose Building CP Licensing Program Around Magic Mixies

Moose Toys says the runaway success of its Magic Mixies Magic Cauldron this fall has compelled the company to rapidly build a consumer products licensing program. “Magic Mixies is a great example of how Moose… . . . read more

Sustainable Licensing: Maya The Bee Creates Sustainability Guide For Licensees

Studio 100 Media and its popular brand Maya the Bee are taking the next steps in their mission to protect the environment and promote sustainability in licensing. Together with PACOON, a leading agency in Central… . . . read more

Innovation: Spin Master Creates $100 Million Toy Tech Venture Fund

Canadian-based global toy giant Spin Master Corp. is placing a $100 million bet on the future, creating a venture fund for innovation. The toyco announced the new fund this week, saying it’s goal is to… . . . read more

Video Game Licensing: McLaren LEGO Racer Tears Up The Track In Asphalt 9

It’s no surprise to see a McLaren Senna GTR on the track in the popular Asphalt 9: Legends video game. After all, it’s one of the fastest supercars in the world. But in this case,… . . . read more

Sustainable Licensing: Animal Planet Roars Into Burger King With Eco-Friendly Toys

By Gary Symons TLL Editor in Chief Sustainability seems to have been the theme of this month at The Licensing Letter, as several companies including McDonald’s Restaurants, Mattel, and Smiley have all revealed new environmentally… . . . read more

Opinion: LEGO Profits Highlight Its Success As A Pandemic Leader

By Utku Tansel Global Toy News LEGO’s global sales increased by 43% to hit £2.6bn in the first six months of 2021 while profits rose by a whopping 140% during the same period. The company… . . . read more

WowWee Dreams Big With Barbie Dream Playhouse

The innovative play company WowWee, best known for its groundbreaking robots, has launched a new pop-up Barbie Dream House, in partnership with Mattel. WowWee launched with the introduction of its Robosapien toy robot in 2004,… . . . read more

PhatMojo Selected As Yu-Gi-Oh! Master Toy Partner

Konami Cross Media NY has named PhatMojo, as the new Master Toy licensee for the Yu-Gi-Oh! brand. Jennifer Coleman, Vice President of Licensing and Marketing says the arrangement will see Los Angeles-based PhatMojo producing a full… . . . read more

Amazon Changing the Game With Do, Re & Mi Licensing Deal

By Gary Symons TLL Editor in Chief The global play company Jazwares announced this week the release of its exclusive Do, Re & Mi product line, licensed from the Amazon original series. And while The Licensing… . . . read more

Amazon Unveils Top Toy List For Xmas 2021

By Gary Symons TLL Editor in Chief Amazon made a list, checked it twice, and issued its top toy list for the holidays, which you can buy online whether you’re naughty or nice. Amazon says… . . . read more


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