The Licensing Blog

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Celessence Technologies Announces New Licensing Partners

Celessence Technologies, a leading micro-encapsulation company, announces a series of new licenses across several categories. Micro-encapsulation is an innovative delivery system that allows brands to import fragrances, freshness, or skincare actives onto multiple surfaces including textiles and print.

Art + Science, a full service marketing, licensing, and branding company located in New York City, has been retained by Celessence Technologies to institute licensing arrangements between Celessence and top Fortune 500 companies around the world, including Franco Manufacturing, Springs Global, Who-Rae, Delta Galil, Calendar Club, Russ Berrie, and Travelpro. These companies will co-brand with such blue chip brand names as Febreze, Serta, Hello Kitty, and Little MissMatched and will be available in top retailers including Macy’s, Target, Barnes & Noble, CVS, Party City, Sam’s Club, and Walmart. Read the rest of this entry »

Discovery Communications Partners with Greenberry Eco-Industries

animal-planet-logoDiscovery Communications is partnering with Greenberry Eco-Industries for a line of Animal Planet environmentally friendly pet waste products.

Greenberry Eco-Industries will develop products including pet waste bags and dispensers, waste scoopers, wipes, training pads, cat litter, litter-liner bags, litter mats and litter boxes, and pet stain and odor cleaning products. All products will also be sustainable or created from recycled materials and ingredients, and include biodegradable materials wherever possible.

The line will hit retail shelves and e-commerce sites in spring. A portion of proceeds from the Animal Planet products will benefit the principal partners of R.O.A.R. (Reach Out. Act. Respond), which is Animal Planet’s national campaign that works with leading animal organizations to take action and serve as a voice for animals. This deal was brokered on behalf of Animal Planet by its licensing agent, the Joester Loria Group.

Fam-Marika Signs Two Key Licensing Agreements

Nov25.MarikaMarika, the largest division of Fam Brands has signed a multi-year licensing agreement with Wiesner Products Inc. for women’s hosiery under the Marika label, as well as SG Companies for women’s footwear products.

Wiesner Products Inc. will develop training socks, anti-blister socks, every day cotton/poly blend crews, and a studio yoga sock inspired by the Marika brand. SG Companies will focus the footwear collection around categories including performance training, fitness studio, and sport-active style, and will feature products with aero-tech engineered technology and Marika Dry Wik linings.

These newly licensed products will be released for retail this holiday season across the U.S. and Canada.

Big Tent and Precious Kids Unveil Domo Car Accessories

Big Tent EntertainmentBig Tent Entertainment has partnered with Precious Kids to launch a new line of Domo car accessories. The wide range of automotive accessories, including steering wheel covers, car mats, car seat covers, car chargers, decorative decals, mud guards, key chains, license plate holders, and more will be available at gift, specialty, and department stores in the U.S. and Canada for spring 2014. Purchases can also be made through direct mail, internet retailers, and on the Precious Kids website.

Diageo and the NBA Announce Multi-year Marketing Partnership

Diageo, a premium drink company, and the National Basketball Association (NBA) have teamed up to make DownloadedFileDiageo the exclusive spirits partner of the league. Diageo’s brands, including Ciroc and Crown Royal, will be integrated into the NBA’s and the NBA Development League’s marketing initiatives. Diageo’s Baileys brand will also serve as a Gold level partner of the Women’s National Basketball Association (WNBA) Inspiring Women Luncheon with other activities to take place under the Baileys Brand.

As part of the partnership, Crown Royal will further its “Reign On” campaign, which provides fans access to players through unique video content on digital and broadcast channels. A video series, On Point, featuring Terrence J, will also debut on TNT. Fans can also watch the season’s most exciting moments on the new weekly digital series, Reigning Moments of the Week Presented by Crown Royal, to air on NBA Game Time and on NBA TV and

Additionally, Ciroc will have a strong presence at NBA All-Star 2014, hosting a Ciroc-branded lounge and serving as the presenting partner of Club éne-bé-a, an official party featuring live musical performances by Latin artists.

Diegeo, Crown Royal, and Ciroc will have a significant presence during the NBA national game telecasts on ABC, ESPN, and TNT, as well as NBA TV and Diageo will also release NBA-themed TV advertising, packaging, and point-of-sale materials at retail.

Former Rovio Licensing Experts Launch 5th Wave Brands

logo-small1Former Rovio employees Heikki Laaninen, Khalid Bur, and Mari Tuhanen have launched 5th Wave Brands, a new brand licensing agency that focuses on creating and executing global licensing programs for next generation of mobile games and entertainment brands. Rovio’s former senior vice president of brand marketing, Ville Heijari, has also joined 5th Wave Brands as a board member.

As licensing agreements are being signed and partnerships are soon to be announced, 5th Wave currently globally represents three mobile game brands, including Badland by Frogmind, Hill Climb Racing from Fingersoft, and Ruzzle, developed by MAG Interactive. Each of these games have a committed fan community and strong potential growth.

5th Wave Brands operates from Helsinki, Finland, and as mobile game brands become more important in the licensing industry, 5th Wave Brands is excited to work with promising new brands.

The Hive Secures Deals with Broadcasters in New Territories


Bejuba! Entertainment has secured deals with Rai Yo Yo in Italy, TSR in Switzerland, Medicorp in Singapore, TVNZ in New Zealand, Trevano Pictures in Ukraine, and Prava in Serbia to broadcast The Hive.

Produced by Monumental Productions, Lupus Films, and DQ Entertainment, The Hive has seen ratings success with Disney Junior in the UK, the U.S., and in more than 150 other countries. The series is also broadcast on ABC Australia and YLE Finland. Cinedigm DVDs are launching in major stores in the U.S. this holiday season and early next year.

This is the latest in a string of recent agreements for The Hive. Space Enterprises has brought on board Ravensburger for jigsaws and puzzles, Igloo Books for publishing, Studio Anne Carlton for fridge magnets, and Lifeplan for The Hive-branded honey. Other UK partners include Mookie for Master Toy and plush, Avanquest for interactive, EMI Publishing, Blues Clothing, Jupiter Toys, and Aykroyds TDP, while LeapFrog features The Hive content on its LeapPad learning tablet and the Leapster games console.

Chupa Chups Celebrates Christmas in Hong Kong


Chupa Chups and The Link Management Limited have teamed up to create a thematic event in Hong Kong.

The Link’s Lok Fu Plaza will be filled with vibrant colors and seasonal melodies. For the first time, The Link will team up with Chupa Chups, which is celebrating its 55th anniversary, to present The Link x Chupa Chups Color Your Mind Playground. At more than 10,000 square feet, the Christmas playground features giant Chupa Chups decorations, including an almost 2,000 square foot Chupa Chups maze; a hot air balloon, a ferris wheel, and a Christmas train.

The Link x Chupa Chups Color Your Mind Playground also includes two music stairs located at Zone B of Lok Fu Plaza. The stairs spiral upward, and each step is a piano key that leaves a trail of melody as people walk. The staircases encourage visitors to compose Christmas tunes and to take the stairs more often and promote a healthy lifestyle.

Ten of the main shopping malls of The Link are also fully decorated with the colorful graphics of the brand, and there is an outdoor advertising campaign on billboards and buses throughout the city.

Inside the Lok Fu Plaza mall, an eight meter tall candy machine is filled with a variety of Chupa Chups flavors. Other activities include the Chupa Chups Connecting Flavors Gallery, Dreams Come True Winter Lucky Draw, Chupa Chups pop-up store, Chupa Chups Christmas game booths, and Chupa Chups Christmas parade.

Customers that spend at least HK $2,000 at selected shopping malls of The Link are entitled to exclusive limited edition Chupa Chups premiums.

Aardman Crafts Online Fan Site for The Gruffalo

Gruffalo - Deep Dark Woods

In celebration of The Gruffalo’s upcoming 15th anniversary next year, Macmillan Children’s Books has commissioned Aardman to create a new online fan site for the brand, which went live this month.

Aardman, working alongside digital agency Distinction, crafted the digital representation of The Gruffalo’s world, creating an online home for fans of all ages which works to support and extend the brand’s reputation.

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