The Licensing Blog

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Mercury Inpress Debuts Augmented Reality Book Series

August22.MercuryMercury Inpress has debuted a new augmented reality book brand, Incredebooks. The first book series to debut is Funny Fables, based on popular and iconic children’s fairy tales. In addition, the company has secured a licensing agreement with Mind Candy to create next-generation coloring activity books for its Moshi Monsters brand to also use augmented technology, to debut throughout North America in the third quarter.

Each of the Incredebooks augmented reality books will focus on colors, shapes, words, and numbers. Incredebooks features interactive activities related to each storyline that help kids learn through a hands-on experience. The series marks the first release of augmented reality storybooks at mass-market retail and is available at Walmart stores in Canada. Mercury Inpress will debut a second release in the fourth quarter, also in Canada, followed by rollouts throughout the U.S. Mexico, and Latin America next year.

Produce for Kids, The Very Hungry Caterpillar Partner for Fall Campaign

Produce for Kids has partnered with The Very Hungry Caterpillar for its third annual Healthy Families, Healthy Kids campaign this fall. The campaign will run in all Meijer stores and Publix Super Markets this September and October, and will raise funds to support local children’s charities.

Produce for Kids will promote the campaign through all platforms of social media, and will host various sweepstakes and giveaways on Facebook, Twitter, and Instagram. Produce for Kids will also engage mom bloggers in each participating retail partner’s markets to help spread the healthy eating message. In addition, Produce for Kids will be hosting monthly Twitter parties during the campaign focused on seasonal healthy eating topics. The Very Hungry Caterpillar will also host in-store meet and greets with families at select participating grocery stores.

eOne Unveils New Partners, Marketing Initiatives for Skelanimals

Entertainment One Licensing (eOne) has revealed details of its long-term strategy for lifestyle brand Skelanimals, which will celebrate its 10th anniversary in 2016. The company has 2-minute long shorts in products and due for delivery in the spring. Later this year, a refreshed website and social media platforms are set to launch with interactive features.

In addition, the brand has collaborated with Iron Fist, Tripp NYC, Loungefly, and Goodie Two Sleeves for a range of apparel and accessories targeted to the boutique and specialty market. Tripp NYC will create hoodies and fashion separates; Goodie Two Sleeves will develop T-shirts and fleece for juniors and young men; Loungefly will produce fashion bags, wallets, coin purses, plush bags, backpack clips, jewelry, and novelty items; and Iron Fist will make fashion tops and bottoms, blouses, sweaters, coats, dresses, jumpsuits, and footwear.

GBI Appoints Lloyd Mintz as Vice President of Consumer Products

Genius Brands International Inc. (GBI) has appointed Lloyd Mintz to newly created role of vice president of consumer products. Mintz and president of GBI Stone Newman will work together with retailers and licensees to build comprehensive global consumer products’ programs for each of the company’s brands, including Baby Genius, Secret Millionaires Club, Stan Lee’s Mighty 7, Thomas Edison’s Secret Lab, and others in development. In addition, Newman and Mintz will manage licensing programs for properties under GBI’s wholly owned subsidiary, A Squared Entertainment.

Mintz has more than 20 years of experience in licensing, merchandising, and new business development. He has managed his own consultancy, and has negotiated more than 150 licensing agreements and generated more than $600 million in cumulative retail sales on behalf of clients. Most recently, he worked as executive vice president of licensing for NYC-based Galaxy Brands. Prior to starting his own business, Mintz worked at Hasbro and Disney Consumer Products.

DuPont Kevlar Kicks Off New Brand Platform and Sponsorship of ESPN X Games

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DuPont Protection Technologies has debuted the new DuPont Kevlar brand platform, Dare Bigger, and is a sponsor of the ESPN X Games through next year.

In addition, Kevlar is the subject of a documentary-style sponsorship that premieres this spring during commercial breaks in the fourth season of Horizons on BBC World News. The Kevlar Journey, Top to Bottom takes the audience from space to earth and below to showcase through footage how the technology can challenge boundaries. Kevlar is seen in the design of such varied products as space suits, cell phones, high-performance sporting equipment, and mining belts.

Gund Expands Brand with Outbound Licensing Program

August25.GUNDHomeGund has expanded its selection of soft toys with a full line of branded bedding, blankets, and bath products developed under license with Heritage Home Fashions. This marks the first partnership in Gund’s outbound licensing program to extend the brand to new markets. The launch of the product line includes plush hoodies inspired by top selling Gund characters, cotton crib sheets in solids and prints, bath ensembles, swaddle blankets, and stroller blankets in a variety of styles and colors.

The full line will be on display at the Gund showroom in New York City during the New York Home Fashions market week.

Hot Topic, FCP Introduce The Book of Life Fashion Collection

August26.BookofLifeHot Topic, in partnership with Twentieth Century Fox Consumer Products (FCP), has unveiled a limited-edition collection of fashion apparel inspired by the fantasy adventure The Book of Life, from 20th Century Fox and Reel FX Animation Studios. The fashion collection was designed by the Hot Topic team and includes dresses, tops, skirts, and cardigans. In addition, the store will offer a range of film tees, jewelry, accessories, and fragrance.

The collection represents a visual adventured of the heart, mind, and spirit, with graphics and characters inspired by Día de los Muertos. The apparel line will be available exclusively at Hot Topic stores and online n September 15, with pre-sale beginning on August 26.

The Book of Life is the journey of Manolo, a young man who is torn between fulfilling the expectations of his family and following his heart. Before choosing which path to follow, he faces his greatest fears in three fantastical worlds. The movie hits theatres on October 17.

Poeticgem to Develop Pepsi, 7UP Nightwear Line

August25.Pepsi7UpPoeticgem is set to develop a range based around the beverage brands Pepsi and 7UP. The company will use classic imagery based on the brands to create an adult nightwear line.

Target to Launch Collection Based on Upcoming Annie Film

August25.AnnieTarget will launch a limited-edition girl’s collection inspired by the upcoming Annie film. In celebration of the story, Target partnered with the Annie costume designer, Renée Ehrilch Kalfus, on a 25-piece collection of girl’s apparel and accessories.  Annie for Target by Renée Ehrilch Kalfus includes pieces with details such as patching, embroidery, buttons, and tulle, as well as a DIY kit that allows kids to personalize their wardrobe.

The line will be available on November 16, and the movie is set to hit theaters December 19.

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