The Licensing Blog

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Global Icons to Expand Hostess Brands Licensing Program

GlobalIconsGlobal Icons entered an exclusive representation agreement with Hostess Brands LLC, which includes the Hostess, Twinkies, CupCakes, Ding Dongs, Ho Hos, and Donettes brands.

Global Icons will expand the brand’s signature indulgences into new product offerings that will allow consumers to interact with the classic products in new ways. Global Icons seeks licensing partnerships for both food and non-food sectors.


Rube Goldberg, General Mills Partner for Cereal Box Contest

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General Mills partnered with Rube Goldberg Inc. to launch a cereal box contest to celebrate the 30th Anniversary of the Rube Goldberg Machine Contest. The partnership was brokered by Brand Central, Rube Goldberg’s exclusive licensing agency. Read the rest of this entry »

LMA, Dolly Madison Ice Cream Partner for PEZ Collection

LMA_DollyMadison_PEZLisa Marks Associates Inc. (LMA) partnered with Dolly Madison Ice Cream Inc. for a line of PEZ frozen novelty products at drug, grocery, mass, club, specialty, mobile vending, and convenience store retail channels in the U.S. and Canada. Dolly Madison Ice Cream introduced the PEZ program to ice cream distributors at the recent International Association of Ice Cream Distributors and Vendors Show. Read the rest of this entry »

Moose Toys, McDonald’s Partner for Shopkins Happy Meal Toys

ShopkinsHappyMealMoose Toys partnered with McDonald’s Restaurants for Moose Toys’ Happy Places Shopkins Happy Meal promotion. The partnership will launch in restaurants in the U.S. beginning January 2 and will be supported by a marketing campaign. The deal was brokered by The Licensing Shop Inc. Read the rest of this entry »

UFC, Modelo Enter Multi-Year Partnership

Modelo copyUltimate Fighting Championship (UFC) and Modelo Especial entered a multi-year marketing partnership making Modelo the official beer and malt beverage sponsor of UFC in the U.S.

As part of the multi-million dollar partnership that begins next year, Modelo will be the presenting sponsor for select UFC Pay-Per-View events and VIP experiences based in the U.S., along with signage and branding inside UFC’s Octagon. Modelo will also feature UFC athletes and personalities in advertising. Read the rest of this entry »

FYE Launches Exclusive Rick & Morty Snacks Line

RickAndMoRty_StrawberrySmigglesFYE partnered with Cartoon Network Enterprises and Adult Swim for exclusive Rick & Morty licensed confectionary and snacks across all FYE stores and on The line will be available next month.

The initial launch will feature Strawberry Smiggles inspired by the Rick and Morty episode “Rixty Minutes,” followed by chocolate bars and gummy products, which will be available at stores this fall. Pre-orders will be taken in stores and at the FYE pop-up location at San Diego Comic-Con this week. Read the rest of this entry »

Cap’n Crunch Selects Brand Central as Licensing Agent

CapnCrunchCap’n Crunch selected the global brand consultancy Brand Central LLC to extend the brand into select merchandise and food categories. The brand will extend into categories including apparel, accessories, collectibles, and a range of consumables.

Kellogg’s Froot Loops Launches “Whatever Froots Your Loops” Campaign

FruitLoopsCampaignKellogg’s Froot Loops introduces “Whatever Froots Your Loops,” its first campaign in 50 years. Froot Loops partnered with the creators behind three different brands—Neff Headwear, Timbuk2, and State Bicycle Co.—to design gear and accessories that inspire adult fans to do what makes them most happy.

The Froot Loops campaign launched today with the debut of the Neff + Froot Loops Toucan Sam Shades, and will continue to run throughout the summer. The Neff + Froot Loops Toucan Sam Shades features interchangeable faceplates and arms in four colors. The set comes with a Toucan Sam cleaning cloth and 80 combinations to unlock.

As part of its new campaign, Froot Loops will also team up with Alexis de Coninck and Michelle Nadeau of the Timbuk2 brand design team, and State Bicycle Co. co-founders Mehdi Farsi, Reza Farsi, and Eric Ferguson.


International Franchise Corp., Global Icons Enter Worldwide Representation Agreement

GlobalIconsGlobal Icons entered a worldwide representation agreement with International Franchise Corp. The deal spans across each of International Franchise’s frozen dessert brands, including Yogen Früz, Swensen’s Ice Cream, Dreamery, and Pinkberry.

Global Icons will look to create market and brand specific licensing programs for the different brands’ identity and image, flavor profiles, and geographic strengths. An emphasis will be placed on food, beverages, and housewares.

Airheads Taps Seltzer Licensing Group to Lead Licensing Program

AirHeadsPerfetti van Melle named Seltzer Licensing Group to lead the Airheads licensing program and extend the brand into new product categories at retail.

Seltzer Licensing Group will work closely with the Airheads teams to identify and secure additional licensing partners across multiple categories including foods, beverage, lifestyle, housewares, and others.

This candy product candy is popular in the U.S., where it is made in Kentucky.

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