By Allison Watkinson
TLL Reporter
Hidden Pigeon Company (HPC) has signed a slate of new licensing partnerships and renewals for Mo Willems’ portfolio of children’s entertainment brands.
These multi-year agreements include 22 new and existing licensees that span a broad assortment of branded products and experiential activations.
Several of the partnerships were secured with assistance from the Retail Monster agency as HPC’s global licensing representative.
“Mo Willems characters are so well-loved by fans of all ages and we’re very excited to grow our partnerships,” said Hidden Pigeon SVP, Tori Cook. “We are looking forward to working with all our partners to bring exceptionally fun products and experiences to market and expand on the creativity and serious silliness that Mo Willems characters bring to kids and former kids alike.”
For the fashion category, Hidden Pigeon has signed partnerships with Berkshire Fashions, Centric Brands and Changes.
Berkshire Fashions will release a wide range of licensed children’s fashion that includes cold weather clothing, headwear, hosiery sets, lanyards, rainwear, umbrellas and zipper pulls.
Centric Brands has signed on to develop a collection of sleepwear, accessories and hosiery, as well as a line of bath & body products.
Changes will create a selection of adult apparel and accessories that will include t-shirts, sweatshirts, tank tops, sports jerseys, jackets, shirts, socks and headwear.
For toys, games and collectibles, HPC has secured new partnerships with Cottage Door Press, CreateOn, Foco (Forever Collectibles), Kansas City Royals and Playper.
Cottage Door Press will be developing a Luna Storytime Projector for Mo Willem’s Unlimited Squirrels IP.
CreateOn will release a line of magnetic construction toys, while Playper has been selected to create a collection of paper-based construction toys.
Developed for The Pigeon and Elephant & Piggie IPs, Foco will debut a variety of plush, bobbleheads, ornaments, bags and wristbands that feature co-branding with Major League Baseball.
As a further activation for Major League Baseball, the Kansas City Royals team will debut themed games and bobbleheads with The Pigeon entertainment property.
In the lifestyle and home goods category, Party Kandy has signed on for licensed party sets, as well as Franco Manufacturing for kids bedding, home décor, kitchenware, beach products and bath items.
The company’s new experiential licensing partnerships include the Kansas City Royals for location-based entertainment, First Stage for live events and theater productions and CAMP for interactive activities and character mascot meet & greets.
In addition to these new licensees, HPC is renewing its existing agreements with Berkshire Blankets, Demco, New Era Cap,
Tonies, OT Sports, Out-of-Print, YOTTOY, Crayola and the New York Yankees.
Hidden Pigeon Company and Retail Monster will be present at Booth #R192 during the Licensing Expo industry event from May 20 to 22, 3025.
HPC is an entertainment company that focuses on expanding author Mo Willems’ entertainment brands to reach new media platforms and population demographics.
Willem’s portfolio of family-friendly IP includes a wide range of characters and stories such as The Pigeon, Unlimited Squirrels, Elephant & Piggie, Knuffle Bunny, Cat the Cat and more.
The company was founded in 2023 as a joint venture by Willems, Stampede Ventures and RedBird Capital Partners.
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