The Licensing Letter

toy licensing

The World Comes to Play at Toy Fair New York This Weekend

Allison Watkinson TLL Reporter The America's largest trade show for the toy industry gets underway this weekend, with hundreds of creative toy companies showing their wares at the 120th annual Toy Fair. The annual event, produced by The Toy Association starts this Saturday, February 14, with a ribbon-cutting ceremony and a parade of costumed mascots from various … [Read more...] about The World Comes to Play at Toy Fair New York This Weekend

Mattel to Acquire Full Ownership of Games Studio Mattel163 for $159 Million

TLL Staff Toymaker Mattel is going all in on mobile gaming, as it moves to acquire full ownership of the games studio Mattel163. The studio is currently a joint venture between Mattel and the Chinese internet software giant NetEase, which owns 50% of Mattel163. Mattel, Inc. announced Tuesday it has reached an agreement to acquire full ownership of Mattel163 in a deal that … [Read more...] about Mattel to Acquire Full Ownership of Games Studio Mattel163 for $159 Million

Moose Toys Partners With NASA Engineer Mark Rober for New STEM Toy Line

By Gary Symons TLL Editor in Chief Designing new toys isn’t rocket science … or is it? Moose Toys came down on the opposite side of that question, and has partnered with former rocket scientist and NASA engineer Mark Rober’s company Crunch Labs. The partners have now developed an all-new line of toys in the STEM (Science, Technology, Engineering, and Mathematics) … [Read more...] about Moose Toys Partners With NASA Engineer Mark Rober for New STEM Toy Line

Ultra Pro and Zanzoon Releasing Two New Games for Disney and Pixar

TLL Staff The tabletop game designer Ultra Pro Entertainment is partnering with Disney and Zanzoon to introduce two new electronic games for Disney and Pixar fans. Disney Guess and Disney Trivia Electronic Game bring the magic of Disney storytelling through interactive tabletop play. Both titles will be showcased as part of Ultra PRO’s expanding game lineup at the New York … [Read more...] about Ultra Pro and Zanzoon Releasing Two New Games for Disney and Pixar

Surge Brands Unveils More Gooey Goodness for Crazy Aaron’s

TLL Reporter Surge Brands has announced the first U.S. licensing partners for Crazy Aaron’s, the innovative sensory play brand behind Thinking Putty, Land of Dough, and Slime Charmers. Crazy Aaron's was founded in 1998 by Aaron Muderick, a former software engineer who began experimenting with putty as a creative pastime for kids. Muderick began by producing small batches of … [Read more...] about Surge Brands Unveils More Gooey Goodness for Crazy Aaron’s

Hasbro Named Toy Maker For Upcoming Street Fighter and Voltron Films

By Allison Watkinson TLL Reporter U.S. toymaker Hasbro has signed two key licensing deals to produce toys for the upcoming Street Fighter and Voltron films. The Street Fighter movie is scheduled to debut in cinemas on October 16, while the live action take on the anime classic Voltron does not yet have a date for its premiere. Hasbro this week announced its licensing … [Read more...] about Hasbro Named Toy Maker For Upcoming Street Fighter and Voltron Films

He-Man Has the Power on the Toy Aisle With New Mattel Release

By Gary Symons TLL Editor in Chief Mattel has revealed a new line of Masters of the Universe: Chronicles action figures for the upcoming live-action Masters of the Universe film. The new movie will debut in theaters on June 5 in a major reboot of the popular franchise. The announcement was made at the Spielwarenmesse toy fair as part of Mattel’s global rollout for the toy … [Read more...] about He-Man Has the Power on the Toy Aisle With New Mattel Release

‘Paleontologist Approved’ Plush From The Puppet Company and Natural History Museum

TLL Staff The Puppet Company is expanding its licensing collaboration with the Natural History Museum with the launch of a new miniature Dinosaur Plush collection. The new project builds on the strong retail and trade response to the original large-format range introduced in 2025. The second wave of products introduces six smaller-scale plush toys depicting well-known … [Read more...] about ‘Paleontologist Approved’ Plush From The Puppet Company and Natural History Museum

Mattel and Hasbro Unleash New Toy Lines for KPop Demon Hunters

By Gary Symons TLL Editor in Chief Suddenly, KPop Demon Hunters are everywhere, and particularly on the toy aisle. Both Hasbro and Mattel have unveiled new toy collections at the Spielwarenmesse toy fair for the Canadian film franchise on Netflix. Mattel introduced the first products under the new global licensing program inspired by KPop Demon Hunters. The toy and … [Read more...] about Mattel and Hasbro Unleash New Toy Lines for KPop Demon Hunters