TLL Staff Mattel Inc. has announced a licensing agreement with Cottage Door Press to expand the content library for Luna StoryTime Projector. The projector is a 3-in-1 screen-free storytelling device designed to encourage early literacy through immersive play. The deal with Cottage Door will bring some of Mattel’s most popular brands—including Barbie, Hot Wheels, Thomas & … [Read more...] about Mattel Partners With Cottage Door Press For Luna StoryTime Projector Content
Toys and Games
Santoki to Launch LEGO Clock Collection in 2026
By Gary Symons Editor in Chief Santoki will preview a new line of timepieces inspired by LEGO building bricks at the LA Fall Preview before launching in the second quarter of 2026. Santoki is the exclusive U.S. distributor of officially licensed LEGO lifestyle products. The company says the LEGO Clock Collection is designed to merge the creativity of LEGO play with everyday … [Read more...] about Santoki to Launch LEGO Clock Collection in 2026
Wildbrain CPLG Unveils New Collabs in Expansion of the Playmobil Brand
By Gary Symons TLL Editor in Chief WildBrain CPLG is expanding the global licensing program for Playmobil, unveiling new collaborations designed to support its refreshed strategy for 2025. As Playmobil’s master licensee, WildBrain CPLG manages worldwide rights across the Horst Brandstätter Group’s core and franchise programs. The expansion includes promotions with global … [Read more...] about Wildbrain CPLG Unveils New Collabs in Expansion of the Playmobil Brand
Hasbro, Disney Expand Play-Doh Collaboration With Mickey Mouse Playsets
TLL Staff Hasbro and Disney Consumer Products are expanding their partnership to introduce a new line of Play-Doh playsets inspired by Disney characters. The debut collection centers on Disney Jr.’s Mickey Mouse Clubhouse, a series that has been a fixture for pre-school audiences. The new playsets, available now on Amazon, are designed to encourage early cognitive growth and … [Read more...] about Hasbro, Disney Expand Play-Doh Collaboration With Mickey Mouse Playsets
Toy Association Opens ‘Toy Building’ As New Hub For The Industry
By Gary Symons TLL Editor in Chief The Toy Association just held the grand opening of the Toy Building, a new complex in El Segundo’s growing “Toy District” that will serve as a hub for manufacturers, licensors and buyers worldwide. The facility brings together leading global toy companies, mid-sized manufacturers and startups in a single location, offering private showrooms … [Read more...] about Toy Association Opens ‘Toy Building’ As New Hub For The Industry
Teddy Mountain Plush Toys Coming For ‘Piney: The Lonesome Pine’
By Gary Symons TLL Editor in Chief Teddy Mountain has signed a licensing deal with Haylett Entertainment to create plush toys inspired by the animated holiday special Piney: The Lonesome Pine. Teddy Mountain, a global supplier of do-it-yourself plush products, will produce and distribute both fully stuffed and DIY versions of Piney characters, which will be available to … [Read more...] about Teddy Mountain Plush Toys Coming For ‘Piney: The Lonesome Pine’
Rocket Licensing Appointed as SuperThings UK Agent
By Allison Watkinson TLL Reporter Rocket Licensing has been appointed to manage SuperThings licensing program across the UK and Ireland by the brand's owner, Magicbox. SuperThings is a toy brand that currently includes more than 80 collectible character toys at a variety of price points. Since Magicbox first launched the brand in 2018, it has expanded its reach with … [Read more...] about Rocket Licensing Appointed as SuperThings UK Agent
Backstreet’s Back in Little People Collector Set from Fisher-Price
By Gary Symons TLL Editor in Chief The Backstreet Boys are getting a new look, this time in miniature form. Global Merchandising Services, the worldwide licensing agent for the band, and Fisher-Price announced Tuesday the release of the Little People Collector Backstreet Boys set, a collectible honoring one of the most successful pop groups in history. The set arrives as … [Read more...] about Backstreet’s Back in Little People Collector Set from Fisher-Price
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
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