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Marvel Announces #GrootDancebomb Challenge to Support The Nature Conservancy with the Disney Conservation Fund

Screen Shot 2017-04-18 at 11.15.48 AMLeading up to the Guardians Of The Galaxy, Vol. 2 premiere on May 5, Marvel announced the global #GrootDancebomb challenge. Working with the Disney Conservation Fund to support forest restoration through The Nature Conservancy, the challenge blends surprise and dance during Earth Month.

Marvel gave YouTube personality Dominic “D-trix” Sandoval an early look at Groot and his new dancing toy line, and challenged him to create a Groot-inspired dance move, marking the first #GrootDancebomb. D-trix choreographed the “Groot move” and brought it to the streets of Los Angeles. Watch the results here. Read the rest of this entry »

Mudd Partners with Digital Influencers for Marketing Campaign

LaurDIYMudd partnered with digital influencers Nash Grier, Lauren Riihimaki, and Jordyn Jones. Nash, Lauren, and Jordyn have a combined social reach of more than 38 million, and will release behind-­the-­scenes looks at their partnerships. The campaign kicks off with Destination Country Music in Nashville to celebrate the launch of the group’s spring marketing campaign.

The Mudd spring collection includes denim with embroidery and crochet detail, apparel, footwear, handbags, accessories, and jewelry, and is available atKohl’s stores nationwide as well as online at For exclusive content, visit

Lego Overtakes Ferrari as the World’s Most Powerful Brand

Lego has surpassed Ferrari as the world’s most powerful brand, according to brand valuation and strategy consultancy Brand Finance. It scores highly on a variety of measures on Brand Finance’s Brand Strength Index, such as familiarity, loyalty, promotion, staff satisfaction, and corporate reputation. The Lego Movie illustrated the brand’s cross-generational appeal, and was a critical and commercial success, taking in nearly $500 million since its release last year.

The world’s 10 most powerful brands are Lego, PWC, Red Bull, McKinsey, Unilever, L’Oréal, Burberry, Rolex, Ferrari, and Nike.

Brand Finance combines the information on a brand’s strength with financial data to calculate its commercial value and growth. Apple is No. 1 in brand values, while Twitter is the fastest growing brand; and Baidu and Facebook have also grown.

The world’s most valuable brands are Apple, Samsung, Google, Microsoft, Verizon, AT&T,, General Electric, China Mobile, and Walmart.

The world’s fastest growing brands are Twitter, Baidu, Facebook, Chipotle, Humana,, Alibaba, Lego, China Merchants Bank, and HCL.

Ring Pop and R5 Launch #RockThatRock Campaign


Bazooka Candy Brands has partnered with musical group R5 for a year-long partnership for Ring Pop and Ring Pop Gummies. The partnership kicks off this month and will culminate in the creation of a music video with the help of fans for a new song titled, “Rock that Rock.” Through April 30th, fans can share photos and videos on Instagram, Twitter, and Facebook using the hashtag #RockThatRock to show how they eat their Ring Pops.

FremantleMedia Promotes David Luner

FremantleMedia North America (FMNA) has promoted David Luner to Executive Vice President for Brand Partnerships & Franchise Management, effective immediately. In his role, Luner will oversee all of FMNA’s ancillary businesses including digital, integrated marketing and brand partnerships, licensing, live events, and various elements of business development.

Over the past decade, Luner has held a number of positions within FremantleMedia, including his most recent role as executive vice president for digital and licensing for the former FremantleMedia Enterprises Group, where he spearheaded partnerships for franchises including American Idol, America’s Got Talent, The X Factor, Price Is Right, Family Feud, and Let’s Make A Deal.

On the digital front, Luner was instrumental in pioneering industry partnerships with Facebook and Twitter, synchronized second-screen branded content apps, and digital partnerships with YouTube, iTunes, Habbo, and Shazam. Luner also oversaw some of the company’s global licensing deals, which included the American Idol Experience at Disney, the gaming and gambling businesses driven by FMNA’s game show franchises, and the acquisition of the Canadian based gaming company Ludia.

Tweet Yourself WIth The Licensing Book!

As you may have noticed, The Licensing Book has been steadily growing our online presence. We’ve been Tweeting, Facebooking, blogging, then Tweeting again. Before Toy Fair this year, we set up a new email address,, so that people could send us tweets to put up online live at the show.

We just want to remind you that the email address is still active, and the offer still stands. We’re here 24/7 (ok, more like 9-6) to tweet your news for you! Email us 140-characters or less (or a whole press release if you’re not the Shakespeare of Twitter), and we’ll share it on Twitter and Facebook. And maybe even our blog.

Email, and tell everyone else you know to do the same!

Happy Friday!

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