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Licensing List: Deals of the Week

Hershey Company Serves Up Sweet Fashions

The Hershey Company has signed five new partners to expand its line of licensed fashion, in deals brokered by global licensing agent Brand Activation Consulting.

The new partners include:

  • American Marketing Enterprises, a division of Centric Brands, for children’s sleepwear;
  • Bioworld for adult sleepwear and accessories;
  • Mad Engine for adult and children’s apparel;
  • Odd Sox for hosiery and accessories;
  • and Super Retro Brands for men’s boxers and accessories.

“The Hershey Company has a roster of iconic brands, and we are thrilled to offer these new licensees and items that we know fans will love,” said Michelle McLaughlin, CEO for Brand Activation Consulting.

Products from the new partners are scheduled to launch with retailers in late 2021, and McLaughlin says additional products and collaborations in Hershey’s growing line of officially licensed apparel will be announced later this year.

“Licensing is an important growth strategy for Hershey and its portfolio of brands,” says Ernie Savo, senior director of global licensing with The Hershey Company. “Consumers have a deep affinity for brands like Hershey’s and Reese’s, and apparel is another example of how we’re able to strengthen that connection beyond the snacking experience.”

Girl Scout Cookies: The Licensing Gift That Keeps on Giving

Girl Scout Cookies have been delighting taste buds and inspiring licensing deals since 1917.

Could anyone have guessed Girl Scout Cookies would be such a lasting hit when the first batch came out of the oven in 1917?

The Girl Scout Cookies, often sold door-to-door or in front of shops by hard-working Girl Scouts, remain a standout licensing draw with its products in an estimated 100,000 brick and mortar stores. Now the organization’s licensing agency Earthbound has added several new deals to the program.

Girl Scouts of the USA and Earthbound have signed several new and returning licensees, including:

  • Dairy Queen: Girl Scout Cookie Thin Mints was combined with frozen treat the Blizzard this spring. The product is the featured Blizzard throughout the month of June;
  • Dunkin’: Girl Scout Cookie-inspired bottled iced coffee in Thin Mints, Coconut Caramel and S’mores flavors is now sold at retail stores nationwide;
  • GNC: New flavor innovations, including Chocolate Peanut Butter and Lemon, have been added to Girl Scout Cookie-inspired protein blends, making four protein blend flavors available at the leading health and nutrition retailer; 
  • Keebler: Girl Scout Thin Mints-inspired ice cream cones, co-branded with Keebler, are carried at Walmart and other retailers;
  • Weston Foods: In collaboration with Weston Foods, Girl Scout Cookie-inspired mini cupcakes in Thin Mints, Lemon and S’mores flavor have made a comeback at retailers nationwide this spring; and
  • Ashdon Farms: Girl Scout Thin Mints Almonds are sold in Costco and CVS as a co-brand with Gold Emblem and Thin Mints Pretzels will be sold at CVS stores nationwide beginning in early June. 

Further, Girl Scouts will continue to expand its licensing program outside of the food space and into lifestyle, apparel and learning spaces, with programs such as: 

  • In collaboration with K-Swiss, Girl Scouts launched limited-edition shoes inspired by Thin Mints, Coconut Caramel and Trefoils/Shortbread cookies in March, available at, and;
  • Girl Scout bears, accessories and partiesat Build-A-Bear Workshop;
  • First Aidwith Dukal; 
  • Dog treats with Tuffy’s; and
  • Holiday ornamentswith Kurt Adler.

Chefclub Unveils New Licensing Deals

Chefclub has announced multiple licensing deals, including one with eOne and Hasbro for “Peppa Pig,” one with Groupe SEB, one with Spreadshirt and one for Upyaa.

Two branded “Peppa Pig” recipes were created by Chefclub and shared on Facebook, YouTube, Instagram and Pinterest. A kids’ challenge organized by Okoo in association with Chefclub Kids was announced in three “Peppa Pig” magazines in France.

A global partnership with Groupe SEB, makers of the original Tefal non-stick cookware, has been signed in order to develop a line of cookware products under the brand “Chefclub by Tefal.”

The first Chefclub x Tefal products were launched in France for Candlemas Day 2021 with a line of pancake pans, bakeware and a new electric griddle appliance, the Crep’Party. The partnership has resulted in more than 50 new SKUs, including frying pans, cooking pots, kitchen tools and small domestic appliances. The co-branded line will be launched in Europe in 2021/2022.

Chefclub also launched a line of Chefclub Kids culinary toys and games by Upyaa for sale in France, allowing children create their own ice cream, popsicles and chocolate bars. Each package includes a booklet with three Chefclub recipes.

Spreadshirt, a print-on-demand platform, has launched a Chefclub apparel line in Europe and North America starting in mid-April. Chefclub fans can now select their preferred designs, models and colors in one click. A full line of Chefclub Kids products that were released late last year sold out in France, prompting a wider release.

Superights Representing Three New Titles

The French producer/distributor Superights has secured the representation rights to three new properties, including Croco Doc, Hidden Waste and Giuseppe, expanding its family-oriented catalog with more nature- and environment-themed content.

Croco Doc is a show featuring an animated character who explains minor injuries in a way kids can understand. The 26 episode series of animated shorts is co-produced by Croco Doc AIE, Beunpaso Films, Nuts Ideas and RTVE, and Superights will manage global distribution except in Spanish-speaking territories, which are handled by RTVE.

The French producer/distributor has also secured the worldwide rights (excluding France and Belgium) to Hidden Waste an animated short series that teaches kids how to limit their waste and protect the planet. Co-produced by French studios Causette Prod and La Station Animation, which will manage sales in Belgium and France, season one is ready for broadcast.

Superights has also acquired an animated special called Giuseppe from Nadasdy Films, Les Films du Nord and LaBoîte Productions. The half-hour special features a hedgehog on a quest to see snow for the first time. The preschool-oriented feature is in production and scheduled for delivery in the fall. Superights will distribute Giuseppeeverywhere except Belgium and Switzerland.

Bulldog Licensing Tagged to Rep Sixteen South’s Odo

Children’s TV producer Sixteen South has selected Bulldog Licensing as the global licensing agency for its new pre-school kids’ series Odo, which premieres onChannel 5’s Milkshake this summer and on KiKA later this year.

“We were completely enchanted by Odo—it’s warm-hearted and funny with a really important message,” said Rob Corney, group managing director at Bulldog Licensing. “We’re really excited to be working together with such a talented studio as Sixteen South to help it take flight around the world. It’s full of wonderful, endearing characters which we can already imagine enhancing a whole range of consumer product and experiences. Watch Odo fly.”

The series features Odo as the smallest owl at the Forest Camp who is determined to prove that, despite his diminutive size, he is just as capable as all the bigger birds.

“We’ve always been big fans of Bulldog and are delighted they are taking Odo under their wing to manage our global consumer products programme,” said Colin Williams, creative director at Sixteen South. “With their outstanding reputation we know that Odo couldn’t be in better hands. We have had an amazing response to the series from broadcasters from the US to Australia, Canada and all across Europe, with strong pre-sales already, and we’re sure that Bulldog will soon have licensees flocking to get on board.”

Karma’s World

9 Story Media Group and Karma’s World Entertainment have welcomed a number of new international agents to build out the global licensing program for the show Karma’s World, created by American rap artist Ludacris.

Licensing is being handled by 9 Story Brands, which is 9 Story Media Group’s dedicated brand management and consumer products division, but the organization is bringing in partners with deep regional expertise to ensure the new series enjoys a warm response in international markets.

The list of new partners include Haven in Australia and New Zealand; The Wizards in France; The Brand Residence in Germany; Planeta Junior in Spain, Portugal and Italy; BLA! Boutique Licensing Agency in the Nordics and Eastern Europe; License Connection in Benelux; Lotus in Latin America, and Retail Monster in the UK.

“Working with this team of best-in-class agents to develop bespoke programs alongside licensees, retailers and marketing partners will ensure success at a regional level,” commented Kristin Lecour, co-vp consumer products at 9 Story. “With the brand’s powerful messages about empowerment, self-expression, and using your voice to change the world, we are excited for Karma’s World to make its mark internationally.”

Set to premiere globally on Netflix later this autumn, Karma’s World has already built out a solid roster of licensees, including global partnerships with Scholastic and Mattel.

9 Story Brands says it will be working with the international agents to develop regional licensing programs across apparel, accessories, back to school, HBA, role-play and arts and crafts among others. 9 Story will be supporting each territory with localised YouTube, social media and PR strategies, as well as working alongside Mattel and Scholastic to build out regional approaches specific to each market.

CoComelon Signs With Maurizio Distefano in Italy

The international preschool hit CoComelon has signed with Maurizio Distefano Licensing in a deal brokered by Moonbug.

The agency inked the deal with Moonbug back in February and has already secured a number of new licensing agreements for CoComelon in the Italian market. Headu will be creating a range of educational games such as flash-cards and tactile cards; Coriex will develop a line of accessories; OLED will launch a collection of baby products; Multiprint has signed up for stamp sets and colours; EasyShoes will create branded footwear; and Dulcop will launch bubbles in a number of different formats.

“I was immediately impressed by the strength that this property showed also among Italian families, who appreciated its educational content and catchy tunes,” commented Maurizio Distefano, president of the agency. “The increasing number of licensees who chose to develop products leveraging CoComelon just a couple of months after its arrival to our portfolio was further confirmation of this. We can definitely say that the series is having a remarkable and promising debut in the Italian licensing market.”

YSU Signs Deal With BSN For Nike Apparel

Youngstown State University (YSU) has entered into a five-year contract with BSN Sports to provide all of the university’s teams with Nike apparel on game days.

All of the University’s 19 intercollegiate teams have been with Nike except football, which had a deal with Under Armour, also through BSN Sports. The updated partnership begins July 1. YSU has been working with BSN Sports on non-football sports since January 2018, and secured the deal with the help of Leona Marketing Group.

“We are extremely excited to partner with Nike while continuing our relationship with BSN Sports,” said YSU Executive Intercollegiate Athletic Director Ron Strollo. “Leona Marketing Group was outstanding to work with throughout this process. We believe this agreement will benefit all parties while enhancing YSU’s brand through Nike and BSN.”

This contract is the first time the football program at YSUwill be associated with Nike, while the men’s and women’s basketball programs have had long-standing relationships with Nike. The move also follows a significant pullback by Under Armour in sports licensing deals with major leagues and collegiate teams.

Discovery Renews Contract For French Open

Discovery, which is going through a major merger with HBO Max, has landed a long-term renewal of its multi-territory broadcast partnership with the French Tennis Federation for the French Open.

The deal begins next year with a five-year contract that will leverage Discovery’s European sports network Eurosport, its new streaming platform Discovery+, as well as its free-to-air channels throughout the continent.

The deal covers more than 50 territories, but does not include France, which is covered by a separate agreement for the domestic market.

Amazon Secures Rights For Ligue 1

The ecommerce giant-slash-streamer Amazon is branching out with its broadcast options, securing the broadcast rights to Ligue 1, the premiere football league in France.

Amazon is reportedly paying $302.6 million per year for the domestic rights to eight matches from each round of Ligue 1 play as well as $10.9 million—plus production costs of roughly $30.2 million—for all but two Ligue 2 matches.


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