The Licensing Blog

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Genius Brands Expands Rainbow Rangers Licensing, Merchandising, and Retail Program

RainbowRangersGenius Brands International Inc. signed new deals for the global consumer products’ program for its new preschool brand Rainbow Rangers.

New partners include Global Brand Group’s American Marketing Enterprises for sleepwear; GBG Socks dba Planet Sox for socks and legwear; Dynacraft for bikes, trikes, scooters, and wagons; Kiddieland for foot-to-floor ride-ons; Kittrich/inkology for floor décor, stationary, and school supplies; and Kid Galaxy for bubble toys. Read the rest of this entry »

Mattel, NetEase Launch Mobile Games Studio Mattel163

MattelMattel Inc. entered into a joint venture with NetEase Inc. to form Mattel163, a publishing and development studio. The studio aims to bring to market a wide variety of digital experiences based on Mattel’s global brands.

NetEase is a global internet technology and video game company that is responsible for developing many popular mobile gaming franchises, including Fantasy Westward JourneyThe Ghost, OnmyojiRules of Survival, and more. Read the rest of this entry »

Mattel, Nickelodeon Form U.S. TV and Consumer Products Partnership for Thomas & Friends

ThomasandFriendsMattel Inc. and Nickelodeon partnered for a new U.S. television and consumer products partnership for Thomas & Friends.

The partnership includes the launch of the new seasons of Thomas & Friends on the Nick Jr. channel, as well as additional specials that will air on Nickelodeon throughout the year. Nickelodeon will also become Mattel’s exclusive U.S. consumer products agent for Thomas & Friends across multiple merchandise categories including apparel, accessories, home goods, consumer electronics, and more. Read the rest of this entry »

Barbie, Crayola Partner for New Product Line

CrayolaBarbie and Crayola have partnered for a new fashion activity line that incorporates Crayola’s ultra-clean technologies to create unique crafting play with color-in fashions, tie-dye designs, stamps, and confetti.

In February, Barbie will launch the Barbie x Crayola Create It Yourself content series on YouTube. The videos will showcase how to leverage both Barbie and Crayola to inspire creativity.

The line will be featured in the Barbie doll aisle and products will begin to rollout this holiday season. The full line will be available next year both domestically and internationally.

The two brands plan to continue the collaboration into 2019, expanding the Barbie fashion activity line by incorporating Crayola’s crafting technology.

Mattel Launches Star Wars Bloxels

BloxelsS_StarWarsMattel Inc. and Pixel Press, in collaboration with Lucasfilm, will introduce Star Wars Bloxels, allowing kids to create their own video games with characters and stories from the Star Wars universe.

Bloxels video game creation platform that gives kids an introduction to video game development, where they become the game designer, artist, storyteller, publisher and player.  Read the rest of this entry »

Sesame Workshop Appoints Mattel as Master Toy Licensee in Latin America

SesamoCharactersAs part of Sesame Street’s relaunch as Sésamo in Latin America, Sesame Workshop has named Mattel its master toy licensee in the region. As part of the new licensing agreement, Sesame Street characters will be featured on Mattel’s Mega Bloks preschool construction sets across the U.S., Canada, and Latin America.

Mattel’s line of toys for Latin America will feature Elmo, Cookie Monster, and Abby Cadabby, Bert, and Ernie. The line will be available in the region next May and the product range will feature plastic figurines and feature plush. Mega Bloks preschool construction sets will be available in the U.S., Canada, and Latin America beginning next spring. Read the rest of this entry »

Thomas & Friends, Pottery Barn Kids Launch Exclusive Home Décor Collection

ThomasFriendsBedroom_PotteryBarnMattel’s Thomas & Friends brand partnered with Pottery Barn Kids to debut an exclusive licensed collection of Thomas & Friends home décor and accessories. The Thomas & Friends from Pottery Barn Kids collection includes more than 20 pieces that feature bedding, decorative accessories, tabletop, luggage, lighting, pajamas, and toys.

The collection incorporates artwork based on the original illustrations of Thomas and his friends from the 1945 The Railway Series by the Rev. W Awdry. The collection is available for purchase now on potterybarnkids.com and in select Pottery Barn Kids stores nationwide beginning on September 22.

Mattel, Fullscreen Launch Kids’ Entertainment Brand, Create Hot Wheels Digital Content Innovation Team

MattelMattel Inc. partnered with Fullscreen to launch Fullscreen Family—a brand-safe video network—and the Hot Wheels digital content innovation team. Through the partnership, the team will focus on creating content to engage a new generation of online consumers across video and social platforms. Additionally, Mattel will develop stronger relationships with online influencers in the kids and family space.

Fullscreen Family is a jointly-created video network that will feature a family-focused collection of brand-safe channels for third-party advertisers. Through the partnership, Mattel will increase the amount of premium kids and family content by 61 percent, and reach an estimated 800 million monthly video viewers.  Read the rest of this entry »

Mattel Introduces New Mega Construx Despicable Me Construction Line

Mattel_MegaConstrux copyMattel‘s Mega Construx brand released new construction sets based on Despicable Me 3, ahead of the movie’s release next month.

The new products include the Mega Construx Micro Action Figure Series, Despicable Me 3 Cheese Festival Assortment, Mini Vehicle Assortment, Agnes and Minion Feature Pack Assortments, Gru’s Water Motorbike, Family Luau Party, and Dru’s Transforming Vehicle.

The toys are designed for kids ages 5 and up and are available in stores nationwide now. Despicable Me 3 will be in theaters June 30.

 

Little, Brown Books for Young Readers, Mattel Partner for New Monster High Novel

MonsterHighBookLittle, Brown Books for Young Readers partnered with Mattel for a novel mash-up, Monster High/Ever After High: The Legend of Shadow High, written by the  Shannon Hale and Dean Hale. The Legend of Shadow High will be published in October in a paper-over-board format, with a 150,000 first copy print run.

In the new novel for middle grade readers, Monster High characters Frankie Stein and Draculaura are transported to Ever After High, where they meet Raven Queen and Apple White. The four discover that the Evil Queen has escaped her mirror in search of the ultimate power hidden inside the ominous Shadow High. They have to work together to stop the Evil Queen and save the World of Stories. Filled with exciting, interactive details, including write-in pages that encourage readers to advance the story based on their choices, The Legend of Shadow High will release just in time for Halloween. Read the rest of this entry »

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