The Licensing Blog

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Guru Studios Launches Licensing Program for True and the Rainbow Kingdom

TrueAndTheRainbowKingdomGuru Studio will debut a merchandising program for its new preschool series True and the Rainbow Kingdom, which airs on Netflix in the U.S. and CBC in Canada.

In addition to the previously announced master toy agreement with Toy State, the new licensing agreements include Palamon for costumes; American Marketing Enterprises for sleepwear; GBG Socks for hosiery; Chouette as master publishing partner; and Bendon Inc. for coloring books and art sets. The lines will be available at retail in North America beginning this fall and will expand globally next year. Read the rest of this entry »

Toy State, Feld Entertainment Partner to Expand Monster Jam Portfolio

ToyStateLogoToy State partnered with Feld Entertainment to expand the Monster Jam portfolio. The three year, multi-territory agreement grants Toy State construction toy category rights for the development of Monster Jam-branded toys within the company’s Machine Maker product line.

As part of the expansion of the Machine Maker line, Toy State will incorporate Monster Jam trucks including Grave Digger, Max-D, El Toro Loco, and Monster Mutt. The line currently features popular Caterpillar construction machines within the play sets and vehicles found at major retailers globally. The new toys will be available at retailers next spring. Read the rest of this entry »

Guru Studio Names Toy State as Master Toy Partner for Netflix Series

ToyStateLogoGuru Studios named Toy State as its master toy licensee for its Netflix Original preschool animated series, True and the Rainbow Kingdom. The deal was brokered by Guru’s licensing agency, Brand Central.

Toy State will create a robust product line featuring figures, role play, plush, play sets, and dolls, marking a major expansion into new product categories as part of the company’s overall global growth strategy. Read the rest of this entry »

Toy State, Marvel Partner for New Marvel Universe Superhero Vehicles

ToyState_Marvel_Hero Rider_SpiderManToy State partnered with The Walt Disney Co. to begin developing products based on the Marvel Comics propertyThis new partnership grants Toy State the rights to expand its collection of licensed vehicles with superheroes from the Marvel Universe. The debut offerings feature Spider-Man, Hulk, Iron Man, Captain America, Rocket Raccoon, and more, and are set to debut at major retailers nationwide this fall.

Toy State will add to its “lights and sound” vehicles with a range of action-ready Marvel superhero vehicles. The new vehicles include Hero Rider, Rumble To The Rescue, Hero Bump ‘n Go, and Hero Battle Wagon.

Toy State, Caterpillar Extend Global Licensing Partnership

ToyStateLogoToy State and Caterpillar signed to a four-year extension of their licensing partnership. The partnership will extend through 2021 and grants Toy State rights to continue to design, manufacture, and distribute their Cat product lines through major retailers globally.

Toy State’s partnership with Caterpillar began in 2002 and is the toy company’s longest running licensing program. Since then, the line has expanded to include a range that features Cat toys within role play, outdoor, preschool, construction, die-cast/steel, and radio-control retail categories. The licensing extension applies to all toy categories included in Toy State’s agreement.

Toy State To Unveil NASCAR Line at Michigan International Speedway


nascarToy State will debut its NASCAR-themed cars in prior to this weekend’s Sprint Cup race. Products from its flagship Nikko and Road Rippers lines will unveil this weekend at Michigan International Speedway.

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Toy State Partners for Teenage Mutant Ninja Turtles Vehicles

Toy State has secured a licensing partnership with Nickelodeon to design, develop, and manufacture lines of toy vehicles featuring the Teenage Mutant Ninja Turtles entertainment brand. The three-year deal will allow Toy State to create Teenage Mutant Ninja Turtles-themed lights and sound, preschool, and radio-controlled vehicles. Product will be available in mid-2016 at major retailers.

Toy State recently added Barbie and NASCAR to its licensing portfolio, joining the company’s flagship Road Rippers and Nikko brands, as well as lines featuring leading licensed properties including Hot Wheels, Caterpillar, WWE, Thomas & Friends, and DC Super Friends in its brand lineup.

Toy State Partners with WBCP for DC Super Friends

DCSuperFriendsToy State has gained the rights to produce a line of DC Super Friends products through a global licensing deal with Warner Bros. Consumer Products (WBCP).

“It’s with great excitement that we announce our new global partnership with Warner Bros. Consumer Products,” says Andy Friess, Toy State president. “DC Comics is a legendary brand and has been redefining the Super Hero genre for decades. We look forward to adding Toy State product design and innovation to DC Super Friends at retail.”

Toy State’s product line will include R/C vehicles that feature popular DC Comics characters, and will incorporate the company’s best-in-class quality, as well as its innovative ‘lights and sound’ features. Distributed under the Nikko brand, products will hit retail shelves next year.

Toy State Partners with Sébastien Loeb Racing

ToyStateLogoToy State and Sébastien Loeb Racing (SLR) have entered into a worldwide partnership, a deal that includes both race sponsorships and product licensing components. The four-year global licensing agreement grants Toy State exclusive rights to develop ranges of toys in the R/C and lights and sound categories.

Marketed under the Nikko R/C and Road Rippers brands, each vehicle will feature models and liveries driven in competition by Sébastien Loeb, a nine-time World Rally Championship (WRC) world champion.

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