The Licensing Blog

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Sakar Wheels Into Ride-On Category with Fisher-Price, MGA Entertainment

Sakar_Ride-OnsSakar entered the wheeled goods market with a new line of bikes, tricycles, scooters, skateboards, roller skates, wagons, helmets, and protective gear, both licensed and proprietary. The company will begin to launch its new lines at Walmart and other retailers this month. Read the rest of this entry »

Sakar Debuts L.O.L. Surprise! Youth Electronics at New York Toy Fair

SakarSakar partnered with MGA Entertainment Inc. for a collection of youth electronics inspired by the L.O.L. Surprise! collectibles brand.

The new range includes an assortment of Molded Kid-Safe headphones with graphics of the dolls and either a crown or a bow on the top of the headband; 3-piece Adventure Kits, which feature a telescope, flashlight, and binoculars; Molded Walkie Talkies; and a Disco Ball Karaoke set, which features a light-up disco ball and displays lyrics on a screen when connected to a TV. A microphone stand, sold separately, is also available to connect to phones. Read the rest of this entry »

Disguise, MGA Entertainment to Launch L.O.L. Surprise! Costumes

july30.disguiseDisguise Inc. and MGA Entertainment entered a multi-year licensing agreement to design and manufacture children’s Halloween and dress-up costumes and accessories based on the L.O.L. Surprise! characters.

The line will feature tiaras, shoes, jewelry, wands, wigs, and bag sets. The deal encompasses North America, and the collection will launch next year. Read the rest of this entry »

MGAE Expands the Worldwide Licensing Program for Num Noms

NumNomsMGA Entertainment Inc. (MGAE) continues to expand the global licensing program for its scented collectibles brand Num Noms.

Featuring more than 400 characters and thousands of unique combinations, the collection has an expansive global licensing program, with more than 90 manufacturers worldwide across all major categories of softlines, hardlines, and publishing. Read the rest of this entry »

MGAE Expands Global Licensing Program for L.O.L. Surprise!

LOLSurpriseTotsBallSeries2MGA Entertainment Inc. will expand its global licensing program for its toy brand L.O.L. Surprise!. L.O.L. Surprise! launched last December and offers seven layers to unwrap with a surprise in each layer, and a doll with a water feature as the final

MGAE appointed a roster of North American and international licensees to support the launch of the global licensing program.  International licensees include BCI in the for nightwear, apparel, and swimwear (UK); Blueprint for stationery (UK); Cardinal Industries for games and puzzles (Europe); Danilo for greeting cards and calendars (UK); DJ Murphy for a monthly magazine (UK); Dreamtex for home textiles (UK); H&A for health and beauty (UK); Little Brother Books for annuals (UK); MV Sports bikes, scooters, and accessories (UK); Parragon for publishing (U.S., UK, Ireland, Australia, New Zealand, Canada, and Asia-Pacific); and TDP/Aykroyds for nightwear, underwear, and swimwear (UK). Read the rest of this entry »

MGAE’s L.O.L. Surprise! Secures Top Ranks in the U.S., Tops Retail Sales in International Markets

LOLSurpriseAccording to the NPD Group, MGA Entertainment Inc. (MGAE)’s L.O.L. Surprise! is the No. 1 doll in the U.S. YTD April and topping retail sales in international markets. The new toy line brings the unboxing phenomenon to kids by revealing multiple layers of unexpected fun and surprises.

The retail tracking information, compiled by The NPD Group, confirms that L.O.L. Surprise! ranks among the top toy brands and was the No. 2 toy in retail sales in the U.S. YTD April.In Belgium, L.O.L. Surprise! was ranked as the No. 1 doll YTD April. In France, L.O.L. Surprise! held firmly to the No. 1 ranked position for April and became the country’s second most popular play set dolls and collectibles in YTD April in retail sales. In the U.K., L.O.L. Surprise! ranked fourth among all toys sold in April, and was the second most popular product in the dolls category. Read the rest of this entry »

MGAE Appoints New Licensing Agents for Num Noms, L.O.L. Surprise!

MGAE_LOLSurpriseMGA Entertainment Inc. (MGAE) appointed three new licensing agents to represent its toy The Point 1888 will represent Num Noms, LOL Surprise!, and  Little Tikes in the UK and Ireland. CPLG will represent Num Noms throughout Italy. Additionally, Character Mix will seeking licensing opportunities for Num Noms, L.O.L. Surprise! and Little Tikes in Argentina, Uruguay, and Paraguay.

The trio joins a list of international licensing agents including  J&M Brands, Biplano,The Brand Residence, Partner Plus, Haven, Segal, and Tycoon. Read the rest of this entry »

MGA Entertainment Unwraps New Global Licensing Program for L.O.L. Surprise! Line

MGAE_LOLSurpriseMGA Entertainment Inc. (MGAE) will unwrap details for the new global licensing program for the L.O.L. Surprise! doll line at this year’s Licensing Expo. The line of licensed toys is slated to hit retail next year.

MGAE’s licensing program will feature a comprehensive traditional and digital marketing strategy including advertising, public relations, and influencer campaigns, national promotional partnerships, and retail promotions. Read the rest of this entry »

MGAE Expands Global Licensing Program for Num Noms Collectible Toy Line

MGAE_NumNomsMysteryPacksMGA Entertainment Inc. (MGAE) secured 40 new licensees, for a total of 80 worldwide licensing partners, for its property Num Noms, scented collectibles that kids can mix, match, and stack in more than 5,000 variations.

This past holiday season, Num Noms became one of the top bestselling toys for girls at retailers such as Toys “R” Us, Walmart, and Target. Additionally, Num Noms was a finalist in the “Collectible of the Year” category at the Toy of the Year Awards. Read the rest of this entry »

Little Tikes To Release Line Of Sports Products To Benefit The LeBron James Family Foundation

MGA Entertainment partnered LeBron James Family Foundation (LJFF) for a new line of sports toys. The collection includes the Mini Hoop and the Dream Big basketball sets, available for presale at toysrus.com and set to retail nationwide in April.

A donation will be made to The LeBron James Family Foundation with each product sold. The Akron-based (Ohio) foundation works to keep kids from dropping out of school.

The Little Tikes team will also release Little Tikes LeBron James Family Foundation toys at Toys”R”Us stores, at toysrus.com, and littletikes.com nationwide this spring.

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