The Licensing Blog

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Dylan’s Candy Bar Candy Sculpture Breaks Guinness World Record

May30.WOZDylan’s Candy Bar broke the Guinness World Record for the world’s largest candy sculpture with its Wizard of Oz-inspired candy statue. The statue features iconic elements from the film, including the yellow brick road and the ruby slippers.

Roughly 220 pounds of Jelly Belly jelly beans and 275 pounds of sugar were used to create the 7’4” x 6’8” statue and required four days of work to complete.

Dylan’s Candy Bar is currently offering The Wizard of Oz fans a limited edition candy collection in celebration of the film’s 75th anniversary.

JAKKS Pacific, Skechers Partner for Twinkle Toes and Other Products

May27Skechers_logoJAKKS Pacific Inc. has reached a long-term licensing agreement with Skechers USA Inc. to manufacture, distribute, and market a line of toys and products inspired by the Skechers lifestyle and entertainment brand and the Twinkle Toes children’s footwear brand. Product categories include collectibles, dress-up, role-play, JAKKS’ miWorld, a line of miniature play environments, and a line of Skechers Twinkle Toes-themed Cabbage Patch Kids. This line will launch in June.

Lucky Brand Expands Ford Mustang Collaboration with Apparel


Lucky Brand will expand its collaboration with Ford Motor Company in celebration of Mustang’s 50th anniversary to include a new capsule collection of apparel for men and women. The new items will feature special touches, such as oil stains and rip-and-repair, to give the line the vintage look and feel of a working garage.

Featuring archival Ford, Mustang, and Cobra logos, the women’s collection will include four sleeveless tops, two T-shirts, and a pair of jeans. The men’s collection will feature seven T-shirts, a long-sleeve shirt, and a pair of jeans. The new collaboration is available at select retail stores and online at

Mr. Dee’s Introduces Old Bay Potato Bites


Mr. Dee’s Inc. has introduced Old Bay Seasoned Potato Bites to its frozen potato line. The bite-sized rounds are made with diced Idaho Russet potatoes and have the classic Old Bay flavor. The bites are available at Wal-Mart, Giant Eagle supermarkets, and other retail locations.


Epic Rights Named Global Licensing Agent for Contemporary Artist Gary Baseman


Epic Rights has been named the global licensing agent for contemporary artist, Gary Baseman. Epic Rights will implement a licensing strategy to develop the Gary Baseman brand based on the artist’s illustrative works and family of characters, and will launch with Toby, Creamy, and The Wild Girls.

The primary program will target adults ages 18 to 35, and will feature product categories including apparel, accessories, home décor, stationery, collectibles, and publishing.

COMMENTARY: It’s All About the Experience

A main goal in a brand’s licensing program is the idea of connecting consumers to that brand. It is about fully integrating the brand into their lifestyle. How do we get the consumer to be fully immersed in a brand experience when they buy these action figures, bedspreads, food and beverage products, T-shirts, etc.? One of the best ways to do this is through live events and experiences, such as live touring arena shows and amusement park worlds. Three very popular character and entertainment brands have successfully integrated these live, in-person experiences into their licensing programs, establishing a greater connection between their cult fans and the characters those fans love.

Harry Potter

hpWizarding World of Harry Potter at Universal Studios allows us Muggles to fully experience the world of J.K. Rowling’s literary (and cinematic) phenomenon, Harry Potter. If you’re looking for proof that Harry Potter fans are a dedicated and loyal group, you only need to look as far as the recent announcement of the expansion of this magical pocket of Universal Studios. The Wizarding World of Harry Potter, which let fans travel to Hogwarts or Hogsmeade for a mug of refreshing butterbeer, will expand to include Diagon Alley, complete with shops galore and Gringotts Bank. Fans will soon be able to see the Hogwarts Express as well, bringing multiple familiar magical sites to life.

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Big Red Soda, Transformers: Age of Extinction Partner for Limited Edition Cans

May27.Soda2Transformers fans can bring home some of their favorite characters from Transformers: Age of Extinction in the form of Big Red soda. The limited-edition cans, which hit the shelves on May 19, are available in six themes, including characters such as Optimus Prime and Bumblebee. Fans can also choose between the Autobot and Decepticon series of cans.

Fans can also win Transformers products with Big Red’s $25,000 sweepstakes. Big Red will be giving out prizes such as collectable figures, Hasbro toys inspired by the movie, apparel, DVDs, posters, and a cooler that transforms into a picnic table, totaling more than 900 products.

The Michael Bay film opens in theaters on June 27.

Saban Brands Israel and DreamWorks Animation Partner for Licensing and Merchandising


Saban Brands Israel (SBI) has been appointed as the consumer products licensing agent for DreamWorks Animation in Israel. The agreement comes as DreamWorks Animation continues to increase its brand presence both in Israel and with fans around the world. SBI represents upcoming DreamWorks Animation feature film and TV properties in the areas of merchandise, retail, and publishing. These properties include the theatrical release of How to Train Your Dragon 2 this Summer, the ongoing TV series Penguins of Madagascar, Kung Fu Panda: Legends of Awesomeness and Dragons: Riders of Berk, and DreamWorks Animation’s franchise properties of Shrek, Kung Fu Panda, Madagascar, How to Train Your Dragon, and Puss in Boots.

Perryscope, Epic Rights Appointed to Jointly Manage Global Licensing Program for Woodstock


Perryscope and Epic Rights have been named to jointly manage a global licensing program for Woodstock, which celebrates its 45th anniversary this August.

Perryscope and Epic Rights will serve as global licensing agents overseeing a series of innovative initiatives that both honor and reflect the Woodstock legacy and lifestyle. As the pioneer of music festivals, Woodstock continues to be the genre’s ultimate standard as well as the catalyst for today’s explosion of festivals worldwide.

The Woodstock spirit remains compelling today, encompassing the support of universal human rights, freedom of creative expression, the loving care of our planet, fair trade and ethical business practices, the power of the individual to make a difference, and the transformative impact of communities as advocates of peaceful change.

A new social media and ecommerce platform that will further engage current fans while also serving to introduce the brand to younger generations will support the licensing program. The Woodstock General Store is where fans engage with products online. It features a curated selection of apparel, accessories, specialty, and lifestyle products, many originally produced for the Woodstock General Store. The product execution and retail development strategies will reflect Woodstock’s global appeal, its commitment to quality, and its message of peace and positive change. The licensing program will be based on a fashion-driven lifestyle program reflecting the ongoing trend of natural and homegrown products, including apparel, accessories, home goods, and stationery.

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