The Licensing Blog

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Kids’ Choice Awards Teams With Street Surfing

Viacom International Media Networks, a unit of Viacom Inc., today announced Street Surfing as the pan European sponsor of the Nickelodeon 2011 Kids’ Choice Awards. Street Surfing’s new Wave Scooter will be featured in all promotional activity in a build up to the April 2 show.

Street Surfing’s new Wave Scooter, called the Whiplash Scooter in the UK, will be featured on on-air billboards, all marketing and press materials, and presence on KCAs international online destinations.

The sponsorship also includes an online competition with the chance for the winner and their family to attend the show in Los Angeles. The Grand Prize winner will also be the first to road test Street Surfing’s new Wave Scooter through a test course in Los Angeles the day before the show. Additionally, 11 runner-up winners will get a scooter.

The sponsor markets include Austria, Denmark, Germany, Netherlands, Poland, Portugal, Spain, Switzerland, UK, France, Ireland, Italy and Belgium.

Retailers Gear Up For Holidays with New M&M Products

Retailers are already gearing up for the 2011 holiday season with several new M&M’s offerings. Candyrific, a company that sells candy and novelty product combinations using popular licensed brands, will offer several new M&M’s treats with Halloween and Christmas themes. New items will include M&M’s Brand Halloween Fans, which feature M&M’s characters on top of candy fans; Halloween Embossed Tins, featuring four different characters; Halloween Sticker Stamp; Halloween Screamers with Sound; and more.

New Christmas items featuring M&M’s characters include an embossed tin, a sticker/stamper, a fan, a coin bank, a nine-inch candy dispenser, and a single chute candy dispenser.

Lights, Camera, Showtime Merchandise on the Way!

CBS Consumer Products is set to bring some of the most popular Showtime programs to retail this year, including Dexter, Weeds, Nurse Jackie, The L Word, and The Tudors. The line of licensed merchandise will include posters, kitchenware, clothing and greeting cards. New licensed products from Showtime will soon be available at retail stores around the world.

ThinkGeek will create glassware, coasters and aprons based on Dexter; Jerry Leigh will create men’s apparel based on Californication, Showtime Championship Boxing, Dexter, Nurse Jackie, The L Word, The Real L Word, The Tudors and Weeds; Global Prints will create Weeds posters, art prints and postcards; MusicSkins will offer Californication, Dexter, Nurse Jackie, The L Word, The Tudors and Weeds vinyl skins; Culturenik will produce Dexter giftware; NobleWorks will produce Weeds greeting cards; Rizzoli Calendars will offer Dexter and The Tudors calendars; and Hallmark will create Dexter greeting cards.

Finding the “Wow” at Toy Fair Part 2

Yesterday, I told you about some cool games that made their debut at Toy Fair. Today I bring you dolls and plush.

I remember as a kid, I had a teddy bear named Radar—the same name as Big Bird’s teddy bear on Sesame Street. As far as I know, the bear was not based on any particular movie, book or TV show and now, after years of love, it is quite worn out and barely even looks like a bear anymore. Kids today have the opportunity to take their favorite characters home with them in the form of cuddly plush and adorable dolls.

A few new licensed items in the plush and dolls categories include a Girl Scouts collection under the Adora brand from Charisma, and three new 18-inch dolls will be added to the Wizard of Oz collection. Both product lines will be available mid 2011.

Zoobies is also expanding its Eric Carle offerings and adding products featuring the Big Red Dog, Clifford.

Of course, we will bring you more on Toy Fair soon!

-Mackenzie Allison

Finding the “Wow” At Toy Fair Part I

Imagine a brightly lit, stadium-sized room filled with toys. Imagine four days walking down aisle after aisle of the hottest items to hit shelves in 2011, including adorable plush, every gadget and gizmo known to man, games, games and more games and even encountering a mascot or two. No, this wasn’t the best dream EVER, it was Toy Fair 2011 held at the Javits Center in New York City. This is where the toy industry comes to meet every year and show off what will inevitably be on every kids wish list come holiday season.

It’s a hard job, but someone has to do it and here are just a few of the hottest licensed products at Toy Fair.


Bringing Home a Bit of Primetime TV and Big Screen Fun
Test your knowledge of everything Jersey Shore with a new trivia game from Cardinal Games. The new game, which hits shelves in March, is the perfect opportunity to impress your friends–and co-workers–with your knowledge of the MTV series.  Think the questions on Million Dollar Money Drop are a cinch? Well, the company will also debut a new board game based on the hit Fox show.

Pressman Toy is getting on the Smurf train with several new products based on the Columbia Pictures’ release, which hits theaters in August. The lineup includes a matching game, Race to Smurfs Village and a bingo-style game. Other big (and small) screen releases that translate to new product include an action-style game for Green Lantern, a Modern Family trivia game, and a new game for Happy Feet 2, where players fish for penguins.

From USAopoly, Pirates of the Caribbean will get a Yahtzee twist this year, as well as Glee and Family Guy. Other new products include Muppets Monopoly, Glee Cranium and a Three Stooges Yahtzee game.

There was so much to see at Toy Fair and this is just the first entry in our series on Toy Fair news. Stay tuned for more!

–Mackenzie Allison

Allied Integrated Marketing Picks Up Mattel As Client

Allied Integrated Marketing will manage national promotions, product placement, marketing partnerships and strategic alliances for Mattel‘s Games Division. The announcement was made yesterday by Lee Ann Wong, vice president, Games & Radica Marketing, Mattel, Inc.; Ed Horasz, director, Worldwide Business Development & Partnerships, Mattel, Inc., and Erin Corbett, senior vice president, Strategic Marketing & Branded Entertainment, Allied Integrated Marketing.

Mattel’s games portfolio spans the family, women, kids, and tech innovations categories and includes such titles as UNO, Pictionary, Whac-A-Mole, Othello, Apples to Apples and Loopz.

Allied’s Strategic Marketing & Branded Entertainment team, headed by Corbett, also includes Jennifer Palombo, VP, Strategic Marketing & Branded Entertainment, and Melissa Croll, executive consultant.

DreamWorks Animation and Fisher-Price Partner

Mattel, Inc.’s subsidiary, Fisher-Price, Inc., and DreamWorks Animation SKG, Inc. have entered into an exclusive licensing relationship in which Fisher-Price will serve as the worldwide master toy licensee for a number of DreamWorks Animation’s theatrical feature film releases and TV series.

Fisher-Price will debut the first of its new toy collections for Kung Fu Panda 2 and The Penguins of Madagascar at Toy Fair 2011. The additional DreamWorks Animation properties under the licensing relationship include Puss In Boots, The Croods, Madagascar 3 and Legend of the Guardians and Kung Fu Panda: Legends of Awesomeness.

Chorion’s New Licensing Partners For Olivia

Family entertainment producer and distributor Chorion has secured new licensing partners for its preschool property OLIVIA, which follows the adventures of a precocious 6 ¾-year-old pig.

An interactive eBook of OLIVIA Acts Out, from Polin8, will launch later this month on iTunes and will be followed in April by a range of OLIVIA audio books, featuring CDs with storybooks from Toy Box. Also new in publishing, a collection of branded ‘Sound’ and ‘Look & Find’ books from PIL will launch in September.

A new stationery line from Rock Paper Pencil, to be sold exclusively at Toys “R” Us,  will debut later in the year. A new range of Fruit of the Loom OLIVIA packaged underwear will also debut in the second quarter of 2011.

A cake décor line from Bakery Craft will be available in the fall 2011 and Rubie’s will design a regular and deluxe costume range for national, online and specialty retailers in time for Halloween 2011.

Headstrom has been signed for OLIVIA sports balls, sports toys, and pool toys and Carson Dellosa will be developing a line of themed classroom activities for launch in January 2012.

During 2011, global master toy licensee, Spin Master’s range of OLIVIA toys will be supported by a major TV advertising campaign and promotional in-store marketing programs. Other OLIVIA products will include apparel and accessories, DVD’s, publishing, games, puzzles and novelty items.

Chuggington Enters Lifestyle Market

Ludorum plc has partnered with soft goods licensees to develop lifestyle products featuring the preschool TV series, Chuggington. Merchandise, including apparel, footwear, accessories and room décor, will be available nationwide in 2012.

Licensees that have signed on to bring Chuggington to the market include Freeze for T-shirts; ABG Accessories for weather accessories, headwear and belts; Accessory Innovations for footwear, backpacks, lunch packs and luggage; Komar Kids for pajamas; High Point Design for socks; and Jay Franco for room décor.

This announcement comes on the heels of Ludorum’s recent news that the second season of the series will debut on Disney Junior on February 14.

WBCP Extends Deal with Games Workshop

Warner Bros. Consumer Products (WBCP) has extended its six-year licensing agreement with Games Workshop, enabling them exclusive, worldwide, all-language rights to produce tabletop games based on The Hobbit and The Lord of the Rings properties.

This extension allows Games Workshop to expand on their battle games and model soldiers.  Under the agreement, Games Workshop will continue to develop and increase their offerings for these properties.

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