The Licensing Letter

Toys and Games

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

Licensing Sustainability Award Winner To Be Announced March 3rd

The winner of the second Licensing Sustainability Award will be named at the upcoming SPLiCE New Year Solutions conference in Los Angeles on March 3. The LSA is an award honoring programs within the licensing industry that either reduce pollution and waste, protect the environment, and/or reduce greenhouse gas emissions. The LSA is a joint project by SPLiCE and The Licensing … [Read more...] about Licensing Sustainability Award Winner To Be Announced March 3rd

Sustainable Licensing: Hasbro Commits To Fight Global Warming

Hasbro has announced a major commitment to reduce its environmental footprint and lower its greenhouse gas emissions. The toy and entertainment giant says it has joined the Science Based Targets initiative (SBTi), committing to further reduce its environmental footprint in support of a lower carbon economy. This commitment marks the latest move in the company’s ongoing … [Read more...] about Sustainable Licensing: Hasbro Commits To Fight Global Warming

LEGO, Disney, Jazwares Clean Up In Toy Of The Year Awards

By Gary Symons TLL Editor in Chief LEGO dominated this year's TOTY award list with seven wins, but Jazwares' Squishmallow line won Toy of the Year, winning three separate awards. "Squishmallows takes the crown!" the company tweeted at the news. "This would not be possible without the support of our phenomenal partners, retailers, Jazmanians & our millions of … [Read more...] about LEGO, Disney, Jazwares Clean Up In Toy Of The Year Awards

Toy Licensing: Hasbro Unveils Massive Slate of New Products

By Allison Watkinson TLL Reporter Hasbro, Inc. has announced a large lineup of new content and products across its portfolio to continue its purpose-driven brand blueprint strategy. These products will include categories such as action, gaming, fashion, preschool consumer products and more. Since acquiring Entertainment One in 2020, Hasbro has increased its global … [Read more...] about Toy Licensing: Hasbro Unveils Massive Slate of New Products

Toy Licensing: Hasbro’s Mr. Potato Head Goes Into Therapy

By Allison Watkinson TLL Reporter Online therapy provider PresenceLearning has partnered with Hasbro to bring popular licensed characters and games to its platform. Through this partnership speech-language pathologists, occupational therapists, and other mental health professionals will be able to use the exclusive digital adaptations to enhance their online therapy … [Read more...] about Toy Licensing: Hasbro’s Mr. Potato Head Goes Into Therapy

Toy Licensing: WildBrain To Cast Its Licensing Spells On Magic Mixies

By Allison Watkinson TLL Reporter WildBrain CPLG is partnering with Moose Toys to handle the representation and planned line extensions of the company’s hit brand, Magic Mixies Magic Cauldron. Under its dedicated North America office, WildBrain will represent Magic Mixies in Canada and the U.S. to build a cross-category merchandise line targeting children aged 5-8 years … [Read more...] about Toy Licensing: WildBrain To Cast Its Licensing Spells On Magic Mixies

Diversity in Licensing: Disney In Collaboration With EPI For Diverse Line of Dolls

By Allison Watkinson TLL Reporter World of EPI has announced a collaboration with Disney and Marvel to create ethnically-inclusive fashion dolls, collectible figurines, and accessories. The upcoming line of licensed consumer products will feature characters from the new Disney+ series "The Proud Family: Louder and Prouder" and the upcoming "Marvel’s Moon Girl and Devil … [Read more...] about Diversity in Licensing: Disney In Collaboration With EPI For Diverse Line of Dolls