The Licensing Letter

North America

Licensing International and IAAPA Partner to Bridge Licensing and Attractions Industries

TLL Staff Licensing International has formed a strategic partnership with the International Association of Amusement Parks and Attractions (IAAPA), the leading global organization for the attractions industry. The alliance aims to deepen connections between licensing and attractions by providing members of both associations with expanded access to educational resources, … [Read more...] about Licensing International and IAAPA Partner to Bridge Licensing and Attractions Industries

Opinion: Laburglary in LA a Sign the Age of Labubu is Here

By Gary Symons Do you have a Labubu hanging from your handbag yet? Is Pop Mart's licensing department on your speed dial? If not, you may already behind on the year's hottest fashion trend (using the term 'fashion' very loosely indeed), because the hot as Hades Labubu doll has clearly arrived, having passed The Licensing Letter's scientifically calculated test for … [Read more...] about Opinion: Laburglary in LA a Sign the Age of Labubu is Here

Panini America Signs Agreement with Area Code Baseball

By Allison Watkinson TLL Reporter Panini America has announced a multi-year partnership with the amateur baseball talent organization, Area Code Baseball. For the long-term partnership, Panini will create licensed trading cards for the amateur athletes competing in the organization's Area Code Games baseball event. The Area Code Games is a six-day talent showcase that … [Read more...] about Panini America Signs Agreement with Area Code Baseball

Joe Fresh, Life at Home and Crayola Launch Colorful Collection

By Allison Watkinson TLL Reporter Joe Fresh and Loblaw's Life at Home label are partnering with Crayola for an apparel and homewares collection inspired by the brand's retired crayon colors. The limited-edition collection includes over 65 products that feature recently reintroduced Crayola colors like Dandelion Yellow, Blizzard Blue and Magic Mint. From the Joe … [Read more...] about Joe Fresh, Life at Home and Crayola Launch Colorful Collection

Kidults and Licensed Products Fuel Toy Sector Growth in Early 2025

By Gary Symons TLL Editor in Chief The U.S. toy sector showed its resilience in the first half of 2025, growing unit and dollar sales despite issues over tariffs. The growth spurt follows sales declines in 2023 and a relatively flat performance in 2024, as Circana retail sales data shows the U.S. toy industry is back to growth in 2025. In the first half of the year, dollar … [Read more...] about Kidults and Licensed Products Fuel Toy Sector Growth in Early 2025

Jazwares and SnapBrands Blend New Squishmallows Cosmetics 

By Allison Watkinson TLL Reporter Jazwares has launched a partnership with SnapBrands to debut a licensed cosmetics collection based on its Squishmallows plush property. Available exclusively through Ulta Beauty, the collection includes Squishmallows-themed eyeshadow palettes, makeup brush sets, press-on nails, blush sticks, lip gloss, makeup sponge sets and cosmetic … [Read more...] about Jazwares and SnapBrands Blend New Squishmallows Cosmetics 

Blue Ant Goes Public, Management Buys Out Boat Rocker Subsidiary

By Gary Symons TLL Editor in Chief Big changes in the Canadian entertainment media landscape, as Blue Ant Media has divested itself of its Boat Rocker studio in a plan to go public. Blue Ant, one of the major studios in Canada, has officially completed its previously announced reverse takeover (RTO) transaction, transitioning into a publicly listed company. The subordinate … [Read more...] about Blue Ant Goes Public, Management Buys Out Boat Rocker Subsidiary

Breakout Series Iyanu Follows Up With New Feature Film

By Gary Symons TLL Editor in Chief The makers of the new hit kids show Iyanu have announced a spin-off animated feature film will debut on August 30. Cartoon Network, HBO Max, and Lion Forge Entertainment announced the release of Iyanu: Age of Wonders at the San Diego Comic-Con. It builds on the success of the franchise’s debut season on Cartoon Network and HBO Max, which … [Read more...] about Breakout Series Iyanu Follows Up With New Feature Film

Kraft Heinz and Live Nation Bring Flavor to Entertainment Venues

By Allison Watkinson TLL Reporter Kraft Heinz and Live Nation have signed a multi-year licensing partnership that brings the company's food brands to music venues across the US. “Food is a key part of the fan experience, and we’re excited to welcome Kraft Heinz, one of the most beloved names in food, to our expanding portfolio of food and beverage partners,” said Live … [Read more...] about Kraft Heinz and Live Nation Bring Flavor to Entertainment Venues