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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… . . . read more

Beanstalk Lands Contract With Kelloggs

Beanstalk, a New York-based licensing agency with global reach, has landed a massive contract with Kellogg, one of the world’s largest food companies and best-known brands. Kellogg Company says it has appointed Beanstalk as its exclusive food licensing agency to grow Kellogg’s licensed food and beverage categories in the US, Canada, Europe, Japan and South Korea. These categories will be in complement to its core portfolio in cereal, snacks and frozen foods. “Kellogg is committed to creating better days and a place at the table for everyone through our trusted food brands,” said David Lee, senior director of Global Licensing with Kellogg’s Global Growth Team. “Licensing Kellogg’s brands into strategic food and beverage categories will better enable us to meet our vision and purpose as an organization.” Kellogg, a sprawling… . . . read more

Allrecipes Cooks Up Deal With Snapchat

Allrecipes, the world’s largest recipe brand, took an innovative step to increase its already massive user base by launching a new feature as the exclusive food category partner of the Scan feature within Snapchat. The new offering allows home cooks to access Allrecipes recipes based on ingredients captured by the Snapchat camera function. Available later this year, this new feature will allow a cook to simply take a photo of an ingredient, which then generates a list of recipes the ingredients can be used in. Allrecipes, owned by Meredith Corporation, hosts a truly massive database of recipes that serve as the inspiration for more than 60 million home cooks. Alicia Cervini, VP, Strategic Partnerships at Meredith Corporation says this new feature provides a fun, easy way to generate more ideas… . . . read more

ARTiSTORY Partners With Marcrom in Iberia

The creative folks at ARTiSTORY are expanding its global reach, announcing a partnership with Marcrom Licensing as their sales agent for the Iberian market.  Marcrom will focus on securing retail and brand partners to feature designs from ARTiSTORYs’ biannually refreshed creative themes across their growing portfolio of art and cultural IP. ARTiSTORY was co-founded by Dave Collins as commercial director, Tamara Dixon as creative director, and Natasha Dyson as licensing director, to provide retailers, licensees and IP owners an innovative solution to licensing. The company is focused on developing content in the art, culture and science sectors, translating objects into usable assets for consumers of today. Beautiful and appealing designs are key to the success of any product, which is why ARTiSTORY has a dedicated creative team.  The team identify themes and… . . . read more

LeMans Revs Up Licensing With IMG

Prestigious Race Renews Licensing Deal The Automobile Club de l’Ouest (ACO) has renewed its longstanding, exclusive worldwide licensing representation agreement with IMG for 24 Hours of Le Mans, the world’s oldest active sports car endurance race, through 2024. Since being appointed in 2008, IMG has built a robust portfolio of more than 80 licensees for the prestigious event, which has been held annually near the town of Le Mans, France since 1923. The Centenary of the race in 2023 will open up further development opportunities for key categories including apparel, toys and games, collectibles, homeware and accessories. “We are proud that the ACO has once again entrusted us with the 24 Hours of Le Mans consumer licensing programme,” said Arthur Virapin, Senior Licensing Director, IMG. “In the last four years… . . . read more

Evolution USA Wins Exclusive Licensing Deal with Meredith for Life Brand and The Life Picture Collection

Get ready for a lot more Life in you life, as Evolution USA plans a major rollout of visual assets from one of the world’s premier photography art brands.  Meredith Corporation (NYSE:MDP) has named Evolution USA as their North America, Australia and New Zealand licensing and brand management agency for the LIFE brand and The LIFE Picture Collection, effective immediately. Evolution plans to accelerate the monetization of Life’s digital media assets by seeking new licensing and brand expansion opportunities for LIFE and its massive photo archive in a variety of product classifications and consumer experiences. These will include apparel, accessories, home furnishings, housewares, gifts and collectibles, food and beverage, stationery and paper goods, brand and artist collaborations, hospitality, location-based entertainment experiences, gaming, and promotions. “We’re excited to partner with Evolution… . . . read more


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