The Licensing Blog

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SPHE to Distribute GBI Kids Properties in North America

Sony Pictures Home Entertainment (SPHE) and Genius Brands International Inc. (GBI) have finalized a multi-year agreement to market and distribute GBI’s Kid Genius and Baby Genius labels in North America. Additionally, SPHE and GBI will co-develop, distribute, and merchandise future animated or live action properties worldwide.

SPHE will distribute SpacePOP set to debut in the fall, the original Baby Genius series (set to coincide with the brand’s extended launch), and Warren Buffett’s animated series Secret Millionaires Club, and Stan Lee’s Mighty 7.

Puma Debuts Sesame Street Line for Spring/Summer

Puma partnered Sesame Workshop to launch a kid’s footwear and apparel line inspired by the by The Sesame Street. The Puma x Sesame Street collection includes footwear styles from the Puma archive in mini versions, available for boys and girls from ages 1 to 12 years.

The Puma Suede model comes in four renditions that feature furry red Elmo, fuzzy blue Cookie Monster, scruffy green Oscar the Grouch, and best friends Bert and Ernie. The Basket Classic model gets monsterized with the Basket Sesame Street Furry Kids, while the Puma Running classic ST Runner features oggly eyes and friendly smiles.The apparel collection for boys and girls, from ages 2 to 12 years, includes tees, sweat pants, sweat jackets, crew sweats, bermudas, leggings, backpacks, play sacks, and water bottles.

The Puma x Sesame Street collection is available in Puma stores, online at, and at select kid’s stores worldwide. The next collection is set to launch in the fall.

DEMDACO Focuses on Single Band Identity

DEMDACO is set to transition to single-brand identity featuring quality, tailor-made products organized by categories similar to Target. DEMDACO will however continue its partnership with artist Susan Lordi to make hand-carved, figurative Willow Tree sculptures.

Retailers and consumers can now explore all DEMDACO products organized by categories such as gifts, home and entertainment, outdoors, fashion and jewelry, baby and kids, bath and body, holidays, seasons, and celebrations.

This shift from previous branding allows for targeted product development in each category and effective product searching, planning, and purchasing.

DEMDACO launched a redesigned universal homepage on its website in line with its single-brand identity.

AALMG Signs V.S. Marketing for Salvador Dali Line

All-American Licensing & Management Group (AALMG) signed V.S. Marketing to represent Salvador Dali’s art through a line of branded merchandise. The collection titled “el triomf i el rodoli de la Gala I en Dali” includes apparel and accessories, home décor and furniture, electronics, audio and video accessories, and social expression.

Five Nights At Freddy’s Signs Five New Licensees

Five Nights at Freddy’s signed five new licensees, including Rubie’s Costume Co., National Entertainment Collectibles Association (NECA), Trends International, Buckle-Down, and McFarlane Toys.

Rubie’s Costume Co., along with its Morbid Industries and Forum divisions, will create Five Nights at Freddy’s character costumes, masks, costume accessories, prop replicas, animatronic figures, trick-or-treat bags, indoor and outdoor Halloween décor, pumpkin decorating kits, and pet costumes.

NECA will create a line of large-scale foam figures, animatronic figures, electronic cord accessories, gift sets, seasonal lighting, 3-D figural wall art, role playing party games, novelty metal lunch boxes, fleece blankets, and character pillows. Trends International will launch Five-Nights-at-Freddy’s-themed posters, calendars, bookmarks, writing instruments, stickers, decals, temporary tattoos, gift-wrap, and gift bags.

Buckle-Down will create a range of Five Nights at Freddy’s belts, buckles, and key chains featuring the signature Buckle-Down seat-belt-style fasteners. McFarlane Toys will launch a construction range of Five Nights at Freddy’s buildable play-sets based on scenes from the game.

The Ninja Corp., DCP Partner for Camping Line

The Ninja Corp., Discovery Consumer Products (DCP) partnered for a new line featuring camping tents and equipment for sleep and outdoor use.

The products will debut across Europe, the Middle East, and Africa (excluding South Africa and Israel) under the Discovery Adventures brand, inspired by Discovery Channel and Animal Planet. The product line will debut with CleverBed, a sleeping bag that can turn into a bed, in May.

Next spring, The Ninja Corp. will also deliver a range of tents from two-person camping tents that use pop-up construction to inflatable four and six person tents designed to make camping fun, easy, and affordable. This line will hit stores starting next spring.

PetSmart and NBCUniversal Enter Strategic Partnership for The Secret Life of Pets

PetSmart and NBCUniversal Brand Development Group partnered Illumination Entertainment and Universal PicturesThe Secret Life of Pets. According to the agreement, PetSmart has become the exclusive retailer to carry pet products featuring characters from the film.

PetSmart’s Secret Life of Pets collection includes pet apparel such as the iconic Gidget ruffle-skirted dress, hoodies, and slogan tees. Also part of the collection are toys such as plush and rope squeaker toys featuring Norman and Snowball and cat and dog beds featuring Gidget and Duke. Milk-Bone and Big Heart Pet Brands will offer themed packaging.

The Secret Life of Pets will debut in theaters on July 8.



CNE Signs Six Partners for The Powerpuff Girls

Cartoon Network Enterprises added six North American apparel and accessories partners for The Powerpuff Girls franchise.

The Powerpuff Girls x Jeremy Scott collection from Moschino is available in Moschino stores and select boutiques worldwide. The line features an assortment of prints inspired by the girls, one-piece swimsuits, knitwear tops, iPhone cases, and bags.

Other partners include ABG Accessories for cold weather apparel and headwear, Accessory Innovations for bags, Everything Legwear for adult hosiery, Hybrid Jem for juniors and girls tops, Jerry Leigh for juniors and girls apparel, and Komar for sleepwear.

Ubisoft Partners Scholastic for Young Adult Book Series

Ubisoft partnered Scholastic for a young adult book series Last Descendants based on Assassin’s Creed. Written for readers ages 12 and up by Matthew J. Kirby, the first book in the series will launch in the U.S., Canada, UK, Australia, and New Zealand in September. The second book will follow in January next year.

Last Descendants is an action adventure, historical fiction saga about a group of teens caught up in the centuries-old Assassin-Templar feud. The book will feature historical figures such as William Tweed, Hernán Cortés, and Adelina Patti.

Zag Partners with Family Entertainment Heavyweights on New Hybrid TV Series

Zag, 1492 Pictures and Method Animation partner with Playmates Toys to create 52 episodes of high-quality, CGI-live action hybrid entertainment.

The currently untitled hybrid series has garnered the commissioning support of French TV network France Télévisions. The series is set to release in the spring of 2018, with a comprehensive toy licensing program release in the fall of 2018.

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