Licensing News

Scentco Inc Announces Partnership with United Talent Agency (UTA) to Grow ‘Bedtime Defenderz’

Bedtime Defenderz Scentco UTA

Scentco Inc, a renowned U.S. toy designer and distributor, has entered into a strategic partnership with United Talent Agency (UTA) to exclusively represent its hit new franchise, Bedtime Defenderz, for all programming and publication deals. Following the successful launch of the Bedtime Defenderz toy brand last year, Scentco is quickly expanding the property’s halo to include a 12-episode animation series on YouTube that will premiere in Fall 2023, as well as a children’s bedtime book series with audiobook versions. The company has also announced plans for adding licensing partners in bedding, bedtime apparel, home goods, stationery, and accessories to complement the brand’s core assets and make Bedtime Defenderz the must have brand for bedtime routines.


“In forging this partnership with UTA, a titan known for their expertise in representing top-tier talent and iconic brands, our goal is to propel the Bedtime Defenderz brand into hearts and households across the country in many different forms,” said Chris Coté, President of Scentco. “We are confident our joined forces will continue to provide parents and kids with the bedtime routine support they need, and we are eager to see everything come to life.”


“We love Scentco’s newest brand, Bedtime Defenderz, for its uniquely creative and thoughtful approach to a universal bedtime problem for kids and parents. With its distinct characters, dynamic world creation, and understanding of the many obstacles kids face in going to sleep, Bedtime Defenderz has enormous potential in the publishing space. We’re excited to help Scentco find just the right publishing partner to help realize that potential,” stated Christy Fletcher, Co-Head of Publishing at United Talent Agency.


“We knew there was something special about the Bedtime Defenderz as soon as we saw it. The property appeals to kids and their parents, and addresses an issue that is rarely discussed. We look forward to introducing our consumer products program at Licensing Expo and are excited to watch the new content launch later this year,” replied Sid Kaufman, Vice-President Licensing at United Talent Agency.


From the all too familiar, “there are bad guys under the bed,” to “it’s too dark!,” parents and children know just how hard the bedtime routine can be. Bedtime Defenderz was created to give parents a much-needed helping hand by banishing “the bad guys” while their kids sleep. Each of the five defenders features a glow-in-the-dark belt buckle, along with a bedtime story, and a power band slap bracelet. The team of heroes live in Snoozeeland and can teleport into action when there are nightmares afoot because, as the Defenderz say it, “when it’s time for lights out, nightmares better watch out!”