Category: Licensing

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. 

As Ravensburger welcomes its 140th anniversary and Disney celebrates 100 Years of Wonder, consumers are invited to bring the magic home with a new line of games and puzzles that reflect both companies’ legacies of fun. From games featuring classic Disney animated characters to puzzles with Star Wars-inspired artwork to the debut of trading card game Disney Lorcana – 2023 will be packed with fan-favorite products for customers of all ages.

Poetic Brands, the leading and innovative apparel licensee, is pleased to announce the launch of its newly developed footwear division. The first signing for this new division is Original Squishmallows – the lovable, ultra-soft, collectible plush phenomenon from Jazwares. Producing children’s footwear and slippers initially, this partnership is the perfect way for Poetic Brands to showcase their new line.

Boat Rocker, an independent, integrated global entertainment company, has announced a range of new deals for its rapidly growing Dino Ranch franchise across the Americas.  The seven new licensees will significantly extend the number of categories and products available for this dino-might brand. Little rancheroos in the U.S., Canada and Latin America will soon be able to engage with a multitude of new products including jigsaw puzzles, games, hand puppets, party goods, wheeled goods and protective gear, youth electronics, sound books and apparel.

KidStuff Public Relations founder Lisa Orman announced that Little Kids, Inc and World of EPI (Entertainment, Publishing and Inspiration) have retained KidStuff PR as their agency of record. Both beloved and respected brands will now have KidStuff PR handle its media, social and influencer relations, effective January 2023.  In addition, small businesses Fireside Games and FluffyWeight are joining as clients in February 2023.  Fireside is promoting several best-selling games with a focus on My First Castle Panic, while FluffyWeight is launching its weighted stuffed animal line, which got its start after mom Elena Foley searched high and low for a weighted stuffy when her child was diagnosed with ADHD (and she herself was subsequently, too) and the family doctor recommended getting one. Finding none, she staged a successful Indiegogo crowdfunding campaign in Q42020 for a weighted stuffed animal, and then her official launch was delayed due to the pandemic. 

The World of Eric Carle has partnered with Faber-Castell USA’s Creativity for Kids brand, to create a series of children’s craft kits featuring Eric Carle’s timeless story The Very Hungry Caterpillar, set to launch this Spring 2023. The partnership was brokered by The Joester Loria Group, exclusive global licensing agent for The World of Eric Carle. The Very Hungry Caterpillar Craft Kits from the Creativity for Kids line extends this classic children’s story beyond the book to a variety of thoughtfully chosen and inspiring craft and play activities.