Category: Licensing

Disguise, Inc, the costume division of leading toy and consumer products manufacturer, JAKKS Pacific, Inc (NASDAQ:JAKK) has announced their partnership renewal with Microsoft, making them the only costume partner for the world’s most popular and number one downloaded game, Minecraft. Disguise will retain worldwide rights to continue to design, market, manufacture and distribute Halloween costumes and Halloween costume accessories for the Minecraft brand commencing in 2023. In addition to the game being one of the most downloaded games of all time, it is also one of the most popular brands for costumes and dress up in the world. With an already full line of Minecraft that continues to grow year after year, Disguise has plans to grow the business even more internationally bringing additional styles and versions to retail all over the world.

MORI – the award-winning sustainable baby and toddler lifestyle brand – has launched a collaboration with the much-loved World of Peter Rabbit in a licensed deal executed by Penguin Ventures on behalf of brand owner and Beatrix Potter publisher, Frederick Warne & Co (now part of Penguin Random House). The charming keepsake collection of day and sleepwear, which is full of delightful fun and adventure for newborns up to 5 year olds, is now available and is sure to be adored by fans of Peter Rabbit, young and old!

After a major boost from the return of consumers to the high street in 2022, Rainbow Productions, the UK’s official supplier of licensed children’s characters for events, has announced plans to ramp up character appearances at retail venues throughout 2023. If you’ve spotted pre-school and early years family favorites such as Bing, The Gruffalo and the Octonauts at an in-store event, chances are it’s all thanks to Rainbow Productions. As well as generating brand visibility and increased customer engagement, retail tours directly boost average sales on character-related merchandise, in some cases by as much as 200%.

Maurizio Distefano Licensing, Italian agent for the hit pre-school shows Bluey, Masha and the Bear and Bing, has highlighted the growing success of all three titles on the leading Italian linear kids’ channel Rai YoYo, its on-demand service Rai Play, and numerous other platforms. In fact, Rai Yoyo has now increased Masha and The Bear’s presence to 11 episodes per day. The show also has a wide representation on many other platforms such as DeA Junior, Netflix, Prime Video and TIM Vision, while YouTube has just launched a new series of short videos in which the delightful Masha stars in never-before-seen stories.

Crayola, the global leader of creative expression products and award-winning digital studio, TheSoul Publishing (5-Minute Crafts, Bright Side), announces a partnership launching this month to co-produce original branded crafts and DIY digital content for Crayola owned YouTube and social channels. The initiative, which also includes TheSoul Publishing supporting Crayola’s social media strategy, will harness the creativity of Crayola, and combine it with the expertise of 5-Minute Crafts, to produce colorful and innovative content, drive audience growth, and increase global engagement.

One of a very small number of public relations agencies focusing only on children’s products and toys, KidStuff PR offers a unique and targeted approach to publicity, promotions, and creating a buzz. The 29-year-old agency’s specialization has led to close relationships not only with key media influencers, but also in the toy industry community—exemplified by the agency’s past public relations roles with the Astra, the Toy Association and scores of manufacturers worldwide. KidStuff PR has fostered relationships with a vetted group of over 200 influencers for over a decade. Recently, the agency has mentored and sought out partnerships with influencers who are families of color to diversify the life experiences of influencers who review clients’ products. This aspect of the agency’s influencer portfolio and the relationships it has built appealed to Fireside Games. The world of toy influencing has been dominated by white families, and Orman saw a need to address it.

Toshiverse Labs has announced the addition of two industry-leading firms to its roster of key consultants – ChizSix Marketing & Media, founded by industry veterans Harold and Jennifer Chizick, and AKCO, founded by ex Nelvana and Sutikki head Andrew Kerr. The pair will work to introduce Wooshi World to trade and consumer audiences throughout 2023.