The Licensing Letter

Traditional Toys/Games

Smart Move as Barbie Dumbs Down The Flip Phone

By Gary Symons TLL Editor in Chief If you're tired of 24/7 notifications and text messages, Barbie has the phone for you. Human Mobile Devices, Europe’s largest smartphone manufacturer, has partnered with with Mattel to create the Barbie Flip Phone. The new phone caters to Gen Z and Millennials, who have been seen to decrease their time on social media in recent … [Read more...] about Smart Move as Barbie Dumbs Down The Flip Phone

Pharrell Williams Is Over the Moon with Licensed Lego

By Allison Watkinson TLL Reporter The Lego Group has launched a licensing collaboration with Pharrell Williams for a new space-themed Lego set called Over the Moon. Pharrell Williams is an award-winning recording artist, producer, designer, songwriter, philanthropist and entrepreneur who is known for his catchy R&B, pop and rap music. “Growing up, I was obsessed with space … [Read more...] about Pharrell Williams Is Over the Moon with Licensed Lego

LEGO Converting to Renewable Resin for Its Plastic Bricks

World's Largest Toymaker Says It Will Accept Higher Costs In Order to Replace One-Half of Its Oil-Based Plastics by 2026 By Gary Symons TLL Editor in Chief Toymaker Lego has committed it will produce half the plastic in its bricks with renewable or recycled material, rather than fossil fuels, by 2026. The stunning news follows the failure in 2023 of Lego's attempt to make … [Read more...] about LEGO Converting to Renewable Resin for Its Plastic Bricks

Kids Preferred Expands 2025 Catalog with Licensed Peanuts Collection

By Allison Watkinson TLL Reporter Kids Preferred has partnered with Peanuts Worldwide for a licensed collection that celebrates the 75th anniversary of the Peanuts franchise. “We are beyond thrilled to announce the partnership between Kids Preferred and Peanuts," said Kids Preferred president, Larry Presser. “There are very few brands in the marketplace as iconic and trusted as … [Read more...] about Kids Preferred Expands 2025 Catalog with Licensed Peanuts Collection

Spin Master Launches New Toy Line with YouTube Sensation Ms. Rachel

TLL Staff Spin Master has announced the launch of an exciting new toy collection created in partnership with Rachel Griffin-Accurso and Aron Accurso, the creators of the Ms. Rachel YouTube channel. This new line, developed in collaboration with Melissa & Doug, merges Ms. Rachel’s expertise in early childhood education with Spin Master’s innovative toy design. The … [Read more...] about Spin Master Launches New Toy Line with YouTube Sensation Ms. Rachel

Mattel Hopes to Repeat Barbie Success With Dolls from ‘Wicked’

By Gary Symons TLL Editor in Chief Mattel is hoping for more movie magic, as it has just released a full line of fashion dolls inspired by Universal Picture's upcoming live action flick Wicked. The toyco had previously announced singing dolls representing the main characters Glinda (played by Ariana Grande) and Elphaba (Cynthia Erivo). They are now being joined by a wider … [Read more...] about Mattel Hopes to Repeat Barbie Success With Dolls from ‘Wicked’

Mattel Partners with Non-Profits for Diverse Barbie Fashionista Dolls

By Allison Watkinson TLL Reporter Mattel is launching a Blind Barbie Fashionista doll and Black Barbie Fashionista doll with Down Syndrome in partnership with non-profit advocacy organizations. Mattel's Barbie design team worked alongside the American Foundation for the Blind (AFB) and the National Down Syndrome Society (NDSS) to ensure a respectful and accurate representation … [Read more...] about Mattel Partners with Non-Profits for Diverse Barbie Fashionista Dolls

LEGO Demands Suppliers Reduce GHG Emissions By 2026

By Gary Symons TLL Editor in Chief The LEGO Group is putting the building blocks in place to achieve net zero carbon emissions, by enforcing new rules for its suppliers. To meet that goal, LEGO launched a new Supplier Sustainability Program to drive down carbon emission in its global supply chain. The program recognizes the critical role that suppliers can play in helping … [Read more...] about LEGO Demands Suppliers Reduce GHG Emissions By 2026

LEGO’s Bumblebee Transformers Set Creating Some Buzz

By Gary Symons TLL Editor in Chief There's more than meets the eye with LEGO's latest creation, a replica of the Transformers character Bumblebee that easily ... well ... transforms. Released amid the franchise’s 40th anniversary year, the LEGO Icons Transformers Bumblebee set maintains the same scale as the LEGO TRANSFORMERS Optimus Prime set, originally revealed in … [Read more...] about LEGO’s Bumblebee Transformers Set Creating Some Buzz

The Lego Group and Aston Martin Race Into Licensed Toys

By Allison Watkinson TLL Reporter The Lego Group has launched a set of licensed Speed Champions toys as part of a new partnership with the luxury car brand, Aston Martin. The Lego x Aston Marton licensing partnership features a double pack of buildable Lego Speed Champions toys that are based on the AMR23 Aramco Formula 1 race car and the Aston Martin Lagonda Vantage safety … [Read more...] about The Lego Group and Aston Martin Race Into Licensed Toys