Category: Licensing

Licensing International, the leading trade association for the $315+ billion global brand licensing industry, and the Licensing International Foundation, which supports the education of future licensing leaders, today celebrated the induction of Kathy Ireland and Salvatore LaRocca to the Licensing International Hall of Fame. Held at Gotham Hall in New York City, the 2022 Hall of Fame and Rising Star Awards event also honored the future of brand licensing, recognizing Rising Stars in the licensing business and celebrating the 2022 Licensing International Foundation scholarship recipients.

Leading global toy company Just Play announced a worldwide master toy licensing agreement with Hasbro, a global branded entertainment leader, for its iconic Easy-Bake brand. Just Play’s product line of Easy-Bake ovens, baking sets and accessories are expected to launch at retail in select markets from 2024. The Easy-Bake Ultimate Oven toy, refill treat packs and recipes have been a pop culture staple since their introduction in 1963 and continue to be among Hasbro’s top-selling items today. Over 50 years, more than 30 million Easy-Bake brand ovens have been sold and more than 150 million mix refills have been used by bakers-in-the-making.

Usaopoly (The Op), the board game and puzzle publisher behind iconic licensed games and best-selling party games Telestrations, Blank Slate, and Hues and Cues, along with global branded entertainment leader, Hasbro, take players and fans of the Princess of Pop on a musical journey with Monopoly: Britney Spears, the ultimate collection of her greatest hits, which is available now from The Op Games!

WildBrain, a global leader in kids’ and family entertainment, has partnered with Ukrainian kids’ producer Glowberry to bring the beloved Brave Bunnies preschool brand into its portfolio of kids’ and family franchises. Under the arrangement, WildBrain has assured the continuation of the popular Brave Bunnies series which was disrupted by the Russian invasion of Ukraine. Working together with Glowberry and the leading Ibero-American animation studio, Ánima, WildBrain will now lead the global management of Brave Bunnies, leveraging its 360° capabilities across production, distribution and consumer products. Brave Bunnies was created by Olga Cherepanova, co-founder of Glowberry and Creative Producer on the series.

Following NERF’s exciting partnership announcement with massive digital creator, MrBeast (AKA Jimmy Donaldson), comes the reveal of the NERF Pro Gelfire X MrBeast Full Auto Blaster. The new blaster was officially revealed today by the popular creator himself in his latest giveaway challenge video and is now available for pre-order at Hasbro Pulse, Walmart, Target and Amazon.

WildBrain CPLG, a world-leading entertainment, sport and brand licensing agency, has further expanded the extensive licensing program for Dr. Seuss Enterprises’ beloved property How the Grinch Stole Christmas! with a raft of seasonal partnerships across the UK and Europe. Deals brokered by WildBrain CPLG include a collaboration with adidas for a Grinch-themed version of the sportswear company’s iconic Forum Low shoe, which features a long hair suede upper executed in the Grinch’s signature green colourway, a tongue illustrated with the character’s eyes, and lace jewels depicting his sidekick, Max, as well as stolen presents. The adidas Originals x The Grinch Forum Low is available worldwide in adult and junior sizing through adidas.com, the adidas app and via select retailers.

MGA Entertainment (MGA), one of the world’s largest and fastest-growing privately held toy and entertainment companies, and creator of Rainbow High fashion dolls and animated series, has debuted its first-ever celebrity fashion doll: the Rainbow High Premium Edition Paris Hilton Collector Doll. Rainbow High, an animated series on Netflix and YouTube, is based on the inclusive, rainbowinspired line of dolls adored by kids, their parents and adult collectors, that encourages viewers to #LetYourTrueColorsShine. This season, the show has followed the lives of fashion-forward characters from the fine arts school, Rainbow High, as they embark in “Rainbow Vision,” a friendly music competition alongside other high schools like Shadow High. Earlier this year, Paris Hilton made a cameo appearance on the hit show as Headmistress of Pacific Coast High School, marking a historic first celebrity partnership for the modern fashion doll brand. Now, Paris is making an all-new debut as Rainbow High’s latest collector doll, appealing to Paris fans, Rainbow High fans, and collectors alike.

MGA Entertainment (MGA), one of the world’s largest and fastest growing privately held toy and entertainment companies, has announced a collaboration between its popular fashion doll brand, Bratz and the London-based, new-gen fashion brand, Mowalola, on a haute fashion doll collection. Mowalola and MGA have reimagined two distinct Bratz Collector dolls featuring fan favorite characters Jade and Felicia who wear unique pieces designed exclusively for this collab. The limited-edition dolls perfectly capture the youthful, experimental, and fashion-forward spirit of both brands. Building on the success of several collaborations tied to the Bratz 21st birthday earlier this year, MGA’s partnership with Mowalola demonstrates Bratz continued expansion into the fashion space and beyond.

Iconic Disney characters will be coming soon thanks to the formation of a brand new licensing agreement between Disney and PLAYMOBIL for their toddler product range. Six playsets inspired by Disney’s Mickey and Minnie Mouse as well as Winnie the Pooh, Tigger and Piglet will be launched summer 2023 for fans of all ages. Each of the Disney playsets includes multiple educational features based on three connected learning stages, that support a child’s individual development. Thus, parents can easily choose the right toy to help improve their toddler’s skills.