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M&A & Promotions

CORRECTION: On Sept. 9, we reported a new “patent cross-licensing” deal between Scientific Games and Intl. Game Technology (IGT). The agreement only covers “game features” patents, and does not, as our earlier story might have suggested, cover other types of intellectual property such as brand licenses.

Learfield and IMG make their union official, formally announcing a definitive agreement that will see the two merge to create a “more dynamic service provider in the increasingly competitive sports and entertainment marketing landscape.”

DHX Media has launched a strategic review, listing itself for sale (or merger) following disappointing financial results this year. The firm’s properties include Snoopy, Peanuts, Teletubbies, Callow, In the Night Garden, Strawberry Shortcake, and Yo Gabba Gabba!


LEGO and Warner Bros. team up with the i paper for a special giveaway of a LEGO Ninjago Minifigure toy key ring to promote the arrival of The LEGO Ninjago Movie on Oct. 13 in the U.K.

In NYC, Warner Bros., Boomerang, and BoxLunch brought an immersive and experiential pop-up to bring classic characters like Bugs Bunny, Scooby-Doo, Tom & Jerry, and The Flintstones to life.

Sanrio has unveiled a new multi-territory campaign for Hello Kitty inspired by the character’s motto–“you can never have too many friends.” It invites influencers between 16- and 30-years-old to join the collective, called Hello Kitty Gang to receive exclusive news, merchandise, and access to events.

Sunrights launches GEN BEY, an official online campaign targeting the next generation of Beyblade Burst fans. The campaign’s Facebook page gives fans access to new product, sneak peeks, clips from upcoming episodes, and exclusive giveaways.

The UFC signs with BodyArmor as its first “Official Sports Drink” partner for the U.S., starting in 2018. BodyArmor will serve as the presenting sponsor of select UFC weigh-in events, along with providing corner branding of stools, towels and buckets in the Octagon.

The UFC also signs with Constellation Brands’ Modelo to form a multi-year marketing partnership beginning in 2018. As part of the deal, Modelo is the “Official Beer and Malt Beverage” sponsor of UFC in the U.S. The beer brand will feature UFC athletes and personalities in advertising, in addition to having exposure at retail point-of-sale, live-viewing parties, and more.

Amazon opens a pop-up bar in Tokyo to promote the sale of alcoholic beverage on its site. The 78-seat bar will feature an ordering system that will suggest drinks, which will cost between 500–1,500 yen ($4.43–13.30), and offer some food.


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