Play and entertainment giant Mattel announced its Barbie franchise has launched a massive, global campaign to mark International Women's Day. The company says it has created a multi-faceted campaign that is aimed a providing more positive role models for young girls, and to support female entrepreneurs. As part of that campaign, Mattel has announced new partnerships with … [Read more...] about Toy Licensing: Barbie Celebrates Women’s Day With Global Campaign
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Women in Toys Announces Wonder Women of 2022
Women in Toys, Licensing & Entertainment (WiT) announced Tuesday the winners of the 2022 Wonder Women Award. The winners were announced on the first day of Women's History Month, and also on the organization's 30th anniversary. The annual award honors the brightest women in toys, licensing and entertainment, as an annual celebration of the industry's remarkable thought … [Read more...] about Women in Toys Announces Wonder Women of 2022
New Kids Brand Afro Unicorn Signs New Licensing Partners
The three-year-old pro-diversity brand Afro Unicorn has signed seven new licensing partners, says CEO April Showers. Afro Unicorn was founded in 2019 with a mission to provide a platform to uplift, promote and remind children of color how unique, divine and magical they truly are. “Our goal from the beginning has been to give girls of color a unicorn that represents them and … [Read more...] about New Kids Brand Afro Unicorn Signs New Licensing Partners
Play Lab: How Fisher Price Develops Toys That Kids Love
By Gary Symons TLL Editor in Chief Play and entertainment giant Mattel is marking a 60-year anniversary by unveiling the secrets behind the success of its acclaimed Fisher-Price division. And while the topic is not exactly what the Licensing Letter typically covers, we were fascinated by the process Fisher-Price uses to develop toys that young kids love. To sum it up in a … [Read more...] about Play Lab: How Fisher Price Develops Toys That Kids Love
Toy Licensing: Spin Master Renews Lucrative Deal With Warner For Batman & DC
The Canadian-based toy company Spin Master announced it has renewed its global licensing deal with Warner Bros. for the Batman and DC franchises. Batman alone is one of the world's leading film and publishing brands, and the entire DC lineup has been one of the top action figure licenses for decades. Spin Master first joined forces with WBCP in 2018 as the toy licensee for DC … [Read more...] about Toy Licensing: Spin Master Renews Lucrative Deal With Warner For Batman & DC
Who’s News: Bethan Garton Takes Key Role as CCO of The Point.1888
The rapidly growing licensing agency The Point.1888 has appointed Bethan Garton as its new Chief Commercial Officer. CEO Will Stewart says the company has gone through a leadership restructuring following the launch of two sister companies, Story.1888 and Spotlight.1888, and the signing of 14 new brands. With all that new business activity, Stewart says his own role will … [Read more...] about Who’s News: Bethan Garton Takes Key Role as CCO of The Point.1888
Celebrity Licensing: LeBron James Celebrates Cereal Day With Fruity Pebbles and Nike
NBA star LeBron James was a huge fan of Post Cereals' Fruity PEBBLES as a kid, and now he's teaming up with Nike and Post to celebrate the brand. In a three-way collaboration, the parties will mark National Cereal Day on March 7 with a collection of Nike sneakers, officially licensed from Warner Bros. Consumer Products. Warner owns the Flintstones license that is at the heart … [Read more...] about Celebrity Licensing: LeBron James Celebrates Cereal Day With Fruity Pebbles and Nike
Celebrity Licensing: David Beckham Joins New Team In Deal With Authentic Brands
By Gary Symons TLL Editor in Chief The star athlete turned entrepreneur David Beckham has signed a strategic partnership with licensing juggernaut Authentic Brands Group. ABG is now a co-owner of the Beckham brand, and will also manage the brand for licensing and overall business purposes. In return, Beckham has become a major shareholder in ABG. The deal signifies the … [Read more...] about Celebrity Licensing: David Beckham Joins New Team In Deal With Authentic Brands
Master Chef In Tea-licious Deal With Akbar Brothers
The world's largest cooking show competition has partnered with one of the planet's largest tea producers for a delicious collection of branded tea blends. The deal between brand owner Banijay Brands and Akbar Brothers of Sri Lanka will see the creation of the MasterChef: The Champions Collection. The partnership will see Akbar Brothers create a unique collection of teas "with … [Read more...] about Master Chef In Tea-licious Deal With Akbar Brothers
OOOHH YEAH!!! Kraft Heinz Adds 25 CP Licensees
Kraft Heinz and its licensing agency Brand Central has massively expanded its brands with more than two dozen new licensees. Brokered by Brand Central, the deals involve a wide range of branded consumer products for top Kraft Heinz lines like Kool-Aid, Heinz, Jell-O, Jet Puffed, Oscar Mayer, and more. “Together with Brand Central, we are growing a collection of strategic … [Read more...] about OOOHH YEAH!!! Kraft Heinz Adds 25 CP Licensees