Real Deal

Homer Simpson Debuts on the TomTom App For iPhone

Homer Simpson is making his way onto the TomTom App for iPhone. Developed in partnership with Twentieth Century Fox Consumer Products, The Gracie Films Worldwide Brand Division, and Locutio Voice Technologies, the original Homer Simpson voice (recorded by Dan Castellaneta) for TomTom’s range of personal navigation devices is now available for $5.99 for use on the TomTom App for iPhone in the U.S.

The app comes with all the latest maps (TomTom version 1.7), which means drivers not only receive Homer’s own special words of wisdom, such as “Woo Hoo! You have reached your destination, and you can hold your head up high because you are a genius!” but also the latest TomTom map store on board their iPhone. It allows drivers to access the most up-to-date maps and keeps maps fresh with TomTom Map Share, by making their own corrections, while simultaneously—and automatically—benefiting from verified corrections made by other TomTom users every day.

Brand Sense to Expand Oneida Brand

Oneida Ltd. has entered into an exclusive agreement with Brand Sense Partners (bsp) to build upon its success in licensing and further develop and extend the Oneida brand into additional areas of the home on a worldwide basis.

Under the direction of vice-president of strategic alliances, Austin Katz, bsp will develop a strategic growth plan to launch Oneida into new categories and territories. Categories available for licensing include, but are not limited to, kitchen appliances, home décor and accessories, textiles, bathroom accessories, kitchen carts/islands, lighting, and tabletop cleaning products.

Since 1880, Oneida has grown into one of the most recognized housewares brands in the world.

Kellytoy Appointed Partner for ‘Strange’ Plush Toys

Cosmic Debris, creator of Emily the Strange, and Kellytoy USA announced that they have entered into a multi-year agreement to develop a range of Emily the Strange plush dolls and toys for kids, teens, and cat lovers everywhere. The new collection of plush will be available throughout North America in select retailers later this year.

memBrain licensing announced the Kellytoy USA deal as part of an aggressive, multi-year licensing strategy for Emily the Strange spanning across numerous product categories and distribution channels. In addition to new licensing deals for apparel, accessories, room décor, electronics, stationery, and video games, the agency says that a few “top secret” limited-edition products will be announced for San Diego Comic-Con in July.

A2 and Build-A-Bear to Bring New Products to Market

A Squared Entertainment (A2) and Build-A-Bear Workshop announced new merchandising arrangements with several companies including Enterplay LLC, Playmates Toys, Wild Pumpkin Licensing International, and Bulldog Licensing Ltd. These relationships will expand Build-A-Bear Workshop merchandising programs at specialty, mid-tier, and mass-market retailers, and into international markets.

Enterplay LLC will create a line of Build-A-Bear Workshop Fun Paks. The global specialty and mass-market program includes trading cards, novelty items, mini plush with trading cards, and other trend products. The trading cards will tie into, the Build-A-Bear Workshop online entertainment destination and virtual world.

Playmates Toys will develop a line of mini figures and playsets, including a grand collection of mini bears, other furry friends, and play environments that will inspire children to use their imagination in making their own Build-A-Bear Workshop world. This line will launch at specialty and mass-market retailers in 2012.

A2 Entertainment will also be developing entertainment and external licensing programs for Build-A-Bear Workshop and is looking for new partners and categories for both hard and soft goods for this brand.

Wild Pumpkin Licensing International will manage all product categories for Build-A-Bear Workshop in Australia and New Zealand, while Bulldog Licensing Ltd. will expand the global entertainment brand through licensed product in the UK market. Both companies will have products launching in the market in early 2012.

Toy State Named Exclusive Licensing Partner for DUB Vehicles

DUB Magazine has teamed up with Toy State to roll out a new line of toys under the DUB Garage brand. DUB Garage is designed for the new generation of car enthusiasts, ages 6 and up. Each toy will capture DUB’s signature wide-body styling and distinctive Dropstars and TIS (Twenty Inches Strong) rim designs. Design details such as customized ring headlights, realistic Pirelli tire treads, Eibach lowering kits, and Borla exhaust sounds will bring additional authenticity to the line. DUB Garage toys will be available beginning in October at major U.S. retailers.

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