The Licensing Letter

Restaurants

Toikido Smashlings Guarantee Some Cheesy Content in Chuck E. Cheese Deal

By Allison Watkinson TLL Reporter Toikido has entered a licensing partnership with Chuck E. Cheese for an in-store and online promotional campaign focused on the Piñata Smashlings Roblox game. The new collaboration will enable players of the Piñata Smashlings Roblox game to engage with licensed Chuck E. Cheese characters as in-game Smashlings. This licensing … [Read more...] about Toikido Smashlings Guarantee Some Cheesy Content in Chuck E. Cheese Deal

MrBeast In Legal Battle With Restaurant Licensing Partner

By Gary Symons TLL Editor in Chief Sometimes licensing deals just go bad, and it looks like that's the case for the partnership between YouTube star MrBeast and Virtual Dining Concepts. The partners went into business to create a virtual restaurant chain called MrBeast Burger, but both parties have now filed suit against the other. Currently the #1 individual YouTuber in … [Read more...] about MrBeast In Legal Battle With Restaurant Licensing Partner

The New Canadian Eatery Inspired by LEGO Bricks

By Gary Symons TLL Editor in Chief This isn't technically a licensing story, but a new pop-up restaurant in Vancouver, Canada certainly does demonstrate the power of brands. The new eatery Brick Burger will open for two days, serving up food that is created in the shape and color of familiar LEGO bricks. It is not a licensed LEGO collaboration, however, as the organizers … [Read more...] about The New Canadian Eatery Inspired by LEGO Bricks

“That’s Hot:” Paris Hilton Partners With Taco Bell on Volcano Menu

By Allison Watkinson TLL Reporter Taco Bell and Paris Hilton have teamed up on a limited-edition marketing campaign to promote the return of the brand's Volcano Menu. Taco Bell initially introduced the Volcano Menu in 1995 as a limited-edition promotional item for the theatrical release of Paramount Pictures sci-fi movie, Congo. The menu includes the Volcano Taco, the … [Read more...] about “That’s Hot:” Paris Hilton Partners With Taco Bell on Volcano Menu

The BAGuette: Panera’s Purse for Fashionistas and Foodies

By Gary Symons TLL Editor in Chief I don't know about you, but whenever I'm at Fashion Week, I always wish I could pull a Green Goddess Caprese Melt sandwich out of my purse, and just chow down. Well, that dream has become a reality. The sandwich chain Panera has just launched a new purse cleverly called The BAGuette which is perfectly sized to house it's new Toasted … [Read more...] about The BAGuette: Panera’s Purse for Fashionistas and Foodies

McDonald’s Brings The Elf on the Shelf To Happy Meals

By Allison Watkinson TLL Reporter The Lumistella Company, Rocket Licensing and McDonald’s are launching licensed The Elf on the Shelf Happy Meals in the UK and Ireland. The Elf on the Shelf Happy Meals will feature branded packaging, a choice of one of ten North Pole plush characters, or one of two Christmas-themed books. “This first-ever The Elf on the Shelf Happy … [Read more...] about McDonald’s Brings The Elf on the Shelf To Happy Meals

Retail Trends: Christmas a Bit Less Merry in 2022

NPD Report Says Wary Consumers to Reduce Holiday Spending By Gary Symons TLL Editor in Chief The NPD Group predicts that Christmas stockings will be a little less full, and the stack of presents under the tree a touch smaller this year. The NPD's annual report on retail, 2022 US Holiday Purchase Intentions, says consumers generally plan to spend less this year than in … [Read more...] about Retail Trends: Christmas a Bit Less Merry in 2022

Kura Sushi Restaurants Offer Tetris-Inspired Take-Out Boxes

By Gary Symons TLL Editor in Chief The Japanese restaurant chain Kura Sushi has released a clever and hilarious line of sushi boxes based on the instantly recognizable shapes from Tetris. It's another example of Tetris smartly using the shapes from the hit video game - called Tetriminos - in ways that resonate with its many fans. For example, TLL previously covered the … [Read more...] about Kura Sushi Restaurants Offer Tetris-Inspired Take-Out Boxes

Chanyo Launches the first Smiley Brand Tea House in Beijing

By Allison WatkinsonTLL ReporterThe first-ever tea house based on the international SMILEY IP has opened in Beijing Chaoyang Joy City. The new SMILEY tea house is operated by the popular Chinese food and catering franchise, the Chanyo Cater Group. The Chanyo Cater Group currently operates more than 6,000 restaurants. The company has developed a tea menu based on original leaf … [Read more...] about Chanyo Launches the first Smiley Brand Tea House in Beijing

Food & Beverage: Evil Genius Toasts White Castle Centennial With New Beer

By Allison Watkinson TLL Reporter Brandgenuity has brokered a licensing agreement between White Castle and Evil Genius for a limited-edition beer called It Hits Different. Founded in 2011, The Evil Genius Beer Company is a craft beverage producer that incorporates pop-culture references in its product names. Evil Genius currently distributes its products in 10 states and … [Read more...] about Food & Beverage: Evil Genius Toasts White Castle Centennial With New Beer