The Licensing Blog

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Scentco Introduces TMNT: Out of the Shadows Toys and Stationery Line


Scentco expanded its partnership with Nickelodeon to develop a new line of toys and stationery for Teenage Mutant Ninja Turtles: Out of the Shadows in time for the film’s release on June 3. The collection will include Smencils, Colored Smencils, Gel Crayons, Jumbo Smickers, and Scentco’s newest product, Squeezables. The scents are of items from the film, including grape soda and the Turtles’ favorite food—pizza.

Jim Sachs to Lead Roundtable at Licensing Expo 2016

HarrisSachsLLCJim Sachs, partner in Harris-Sachs, LLC, will lead a roundtable discussion for the second year in a row as a part of the Roundtable Workshops series during the Licensing Expo in Las Vegas. It is the world’s largest trade show dedicated to brand, character, entertainment, fashion, and art licensing, and will run from Tuesday, June 21 to Thursday, June 23.

During his session, “In the Trenches” Selling of Licensed Products, Sachs will focus on how to market and sell a licensed product once the manufacturer has taken a license for the product. The discussion will take place Wednesday, June 22 from 10:15 a.m. to 12:00 p.m. PST.

Smiley Joins Selfridges’ New Retail App

image-22_16 copySelfridges partnered with Smiley to create a digital promotional campaign to launch the retailer’s shopping app. The app and its launch campaign will feature Smiley design direction called Nu icons, which is only available to upper tier licensees. As part of this partnership, Smiley will appear throughout the Selfridges campaign that will run through May and June. Titled “Get Happy,” the campaign will feature Smileys used in the app itself and on social media, flyers, and Selfridges signage across all stores in London, Birmingham, and Manchester. The app is available to download from iTunes, and includes content such as personalized style inspiration, insider events, and a simple shopping experience.

Moose Toys Receives Four Nominations at 2016 LIMA International Licensing Excellence Awards

Moose Toys received four award nominations for its Shopkins licensing program at the 2016 LIMA International Licensing Excellence Awards.

Moose Toys added new Shopkins licensees in the apparel, food, small appliances, and gift categories, and its Shoppies doll licensing program is scheduled to roll out this year.

The International Licensing Excellence Awards annually honors the best, most successful licensed properties, products, and campaigns. The winners will be announced by the International Licensing Industry Merchandisers’ Association (LIMA) on June 21, coinciding with the International Licensing Expo in Las Vegas.

Discovery Communications Names Leigh Anne Brodsky EVP of Global Enterprises

Leigh Anne Headshot

Discovery Communications appointed Leigh Anne Brodsky as executive vice president, Discovery Global Enterprises. Brodsky will oversee consumer products, location-based entertainment, and program sales worldwide.

Brodsky previously served as the managing director at Peanuts Worldwide and Iconix Entertainment, where she oversaw the company’s global business, establishing the largest retail presence for Peanuts in the brand’s 65-year history.

She also served as president of Nickelodeon consumer products, overseeing parent company Viacom’s global licensing and merchandising business, including brands such as SpongeBob SquarePants, Dora the Explorer, Blue’s Clues, Comedy Central’s South Park, and MTV’s Jersey Shore.

In 2011, Brodsky was inducted into the International Licensing Industry Merchandisers’ Association’s (LIMA) Hall of Fame. She is also a twice-elected member of the LIMA Board of Directors, where she serves on its charity fundraising committee.

One Entertainment Awarded Licensing Rights For IFLScience

IFLScience logo

One Entertainment was awarded licensing rights for online sensation I F*cking Love Science (IFLScience) in North, Central, and South America. Elise Andrew launched IFLScience as a Facebook blog in 2012.

The page has 50 million unique visitors monthly and 24.5 million fans on Facebook, and keeps followers up-to-date on science topics such as the wonders of the world, the solar system, and in an easy and fun way.

The licensing program will focus on apparel, stationery, gift and novelty, and toys. The first IFLScience products will hit retail next spring.

DreamWorks Animation, Scentco Partner for Scented Toys and Stationery

Screen Shot 2016-05-16 at 1.59.21 PMDreamWorks Animation has signed Scentco Inc. to produce an exclusive line of character-scented toys and stationery for the November revival of Trolls. Scentco will debut the collection exclusively to a number of major toy retailers across North America this September.

The complete Trolls collection includes Smencils, Colored Smencils, Gel Crayons, Jumbo Smarkers, Sketch Pads, Jumbo Smickers, Smencil Buddies, Keychains, Squeezables, and Smash Drives. Each product throughout Scentco’s Trolls toys and stationery line will feature the film’s colorful characters and a new lineup of gourmet scents.

Mattel Partners with Papercutz for Barbie Graphic Novels

Global toy leader Mattel partnered graphic novel publisher Papercutz to create comics based on the company’s Barbie character.

Papercutz will create a range of graphic novels that complement the many ways that kids interact with Barbie and reflect the diversity that Mattel has brought to the franchise.

The first three titles slated for launch as graphic novels are an eponymous Barbie series and individual volumes based on the Barbie Starlight and Barbie Puppy Adventure DVD films. Barbie and Barbie: Puppy Party will launch in September 2016, with Barbie Starlight following in October. All three series will be available in both paperback and hardcover.

Plans call for more series to debut early next year, with new installments and new series appearing each season. Barbie Vol. 1 and Barbie: Puppy Party Vol. 1 will be on sale at comicbook stores, online retailers, and bookstores on September 13.

Rovio Entertainment Launches The Angry Birds Movie Licensing and Merchandising program

Rovio Entertainment launched The Angry Birds Movie licensing and merchandising program across multiple categories, including toys, games, electronics, sporting goods, costumes, apparel, accessories, and publishing.

Lego will build a collection of building sets such as the digitally integrated Angry Birds Action! game. Spin Master will develop collectible figures, play sets, and games. H&M will produce an exclusive line of kids’ apparel, while Amscan will make party supplies and kids’ costumes.

The licensees in North America include:

Toys & Games


  • Kid Designs for electronic accessories like headphones, speakers, and phone cases

Sporting Goods

  • Brunswick for branded scoring systems for bowling alleys

Party goods


  • Inkology for pencils, plush pens, notebooks, and binders

Personal healthcare

Gifts and novelties

Home goods

  • Jay Franco for comforters, blankets, sheets, and pillow buddies

Arts and crafts

Housewares and furniture


  • Radz for candy dispensers
  • Primary Colors for cookies and gummies
  • Decopac for branded cake decorations
  • Yowie for character-molded chocolates with the film’s character toys inside




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