The Licensing Letter

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MeUndies Is Rocking Some Rolling Stones Imagery

The apparel brand MeUndies is bringing some classic rock to its collection of underwear, sleepwear and loungewear, licensing the famous Rolling Stones lips and tongue logo for products aimed at its community of loyal Gen Z and millennial customers. The logo may well be the most famous in the world for any musical act, and was designed originally by artist John Pasche to adorn … [Read more...] about MeUndies Is Rocking Some Rolling Stones Imagery

Crayola Adopts Brainbase For Global Licensing Efforts

Crayola, one of the world's most colorful companies, says it has adopted the licensing software system Brainbase Assist to help unify its myriad global licensing operations. The Crayola Licensing team will use Brainbase Assist to streamline and manage workflows such as product development, sales and royalty reporting, contract and digital asset management, and to analyze … [Read more...] about Crayola Adopts Brainbase For Global Licensing Efforts

Matthew Shiels to Oversee Licensing at Fred Rogers Productions

It's been a wonderful day in the neighborhood for Matthew Shiels, who was promoted this week from director to VP of Business and Legal Affairs at Fred Rogers Productions. As a major part of that promotion, Shiels now takes on the responsibility of overseeing licensing activities for the Fred Rogers brands. Those include not just the iconic show Mr. Rogers Neighbourhood, but … [Read more...] about Matthew Shiels to Oversee Licensing at Fred Rogers Productions

Pokemon GO Developer Releasing Radical Transformers Game

Niantic, the software team that developed the viral Augmented Reality (AR) game Pokemon GO, is working with Hasbro and TOMY to develop a new mobile game based on the Transformers franchise. Called Transformers: Heavy Metal, the new game will see players battle with characters from the Transformers series in real world settings using the game’s AR features. The idea is similar … [Read more...] about Pokemon GO Developer Releasing Radical Transformers Game

Wildbrain Appoints Jasen Wright As VP North America

WildBrain CPLG, one of the world’s leading entertainment, sport and brand licensing agencies, is expanding its global footprint and North American operations with the appointment of experienced licensing executive Jasen Wright (pictured) to the position of Vice President, North America. In this newly created role, Wright will be responsible for driving WildBrain CPLG’s North … [Read more...] about Wildbrain Appoints Jasen Wright As VP North America

Guru Studio Appoints Master Toy Partner for True

Canadian animation studio Guru has appointed United Smile as its first-ever Master Toy Partner for its series True and the Rainbow Kingdom. The studio originally partnered with Toy State in a non-exclusive licensing agreement, but the toy company shut down in 2018 after more than three decades in business. Guru has also worked with other companies, but the deal with United … [Read more...] about Guru Studio Appoints Master Toy Partner for True

Netflix Opening Online Store to Sell Licensed Merch From Hit Shows

Netflix is Becoming Amazon, Amazon is Becoming Netflix By Gary Symons TLL Editor in Chief Amazon has become the single greatest competitor for Netflix in terms of members, but now Netflix is getting a bit of its own back by moving into the ecommerce space, selling products to its more than 200 million paying subscribers. Netflix on Thursday launched new online store selling … [Read more...] about Netflix Opening Online Store to Sell Licensed Merch From Hit Shows

Licensing List: Deals of the Week

Hershey Company Serves Up Sweet Fashions The Hershey Company has signed five new partners to expand its line of licensed fashion, in deals brokered by global licensing agent Brand Activation Consulting. The new partners include: American Marketing Enterprises, a division of Centric Brands, for children’s sleepwear; Bioworld for adult sleepwear and accessories; Mad Engine … [Read more...] about Licensing List: Deals of the Week