The Licensing Blog

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NBCUniversal Brand Development Awards Mattel the Jurassic World License

NBCUniversal Brand Development named Mattel Inc. the worldwide master toy licensee for Jurassic World beginning July 2017. Under the terms of the deal, Mattel will design, produce, and bring to market a wide variety of toys and consumer products inspired by the franchise and its feature films, including the next, set for release in 2018.

Mattel’s license rights include a range of products, including action figures, play-sets, vehicles, games, plush, role-play, preschool, and activity toys, amongst others.

Mattel and NBCUniversal will begin to design and develop new lines immediately, with initial products hitting shelves in early 2018.

Smiley Partners With Fashion Group Bestseller to Launch into Selected Stores in China

The Smiley Co

Smiley has partnered with fashion group, Bestseller to launch a new apparel range across Selected stores in China. The Selected x Smiley collection for men and women fuses the iconic Smiley face with a minimalistic chic style, featuring sweatshirts, graphic tees, pattered polos, and Smiley embossed dresses.

Selected has also created an exclusive Smiley look book that showcase Smiley’s signature style through photography and launched promotional video to share across digital platforms.

Bestseller Fashion Group China is one of China’s leading fashion retailers, operating more than 6,800 stores in more than 300 cities across China, featuring brands such as Jack & Jones, Only, Vero Moda, and Selected.

Scholastic and American Girl Seal Global Publishing Deal

Scholastic and American Girl entered a multi-year licensing agreement to launch an extensive publishing program based on the American Girl brand.

Under the agreement, Scholastic will publish print and digital books, and distribute simultaneously in the U.S., Canada, the UK, Australia, New Zealand, and Asia. This is the first time American Girl has licensed rights to publish books based on its characters.

The books will spawn kids ages 5 to 12 and include publishing for the Girl of the Year line, including each character’s novels, and new formats for current and previously-released Girl of the Year characters.

American Girl and Scholastic will also release a non-fiction chapter book series inspired by the BeForever line, a new original series in middle grade, chapter book, and reader categories, novelty formats such as treasury books and guided journals, and American Girl-branded yearbooks featuring activities and quizzes.


AALMG Enters Comprehensive Representation Agreement With Hussong’s Cantina

All-American Licensing (AALMG) signed a comprehensive representation agreement with Hussong’s Cantina, the watering hole from Ensenada, Mexico with restaurants in Las Vegas, Boca Park, and Reno, and Nevada to develop its brand through a worldwide licensing program.

The multi-year agreement will allow AALMG to exclusively market and license the Hussong’s Cantina brand in various categories, including beverages, prepared and frozen foods, sauces, snacks, apparel, and more.

The legend of Hussong’s Cantina was cemented into history as the place where the margarita was invented back in October 1941.


GBI Enters Multiple Partnerships for Tween Brand SpacePOP Across the U.S.

SpacePOP-Six Flags

Genius Brands International Inc. (GBI) enters multiple partnerships for music-driven tween brand SpacePOP with Six Flags, Dippin’ Dots, and Camplified amongst others.

The partnership with Six Flags will feature SpacePOP programming across Six Flags Media Networks reaching family guests this summer at participating theme parks locations. The original content includes music videos for guests waiting in ride lines as well as music on the Six Flags radio network played throughout the parks.

GBI’s partnership with Dippin’ Dots will include a sweepstakes with a grand prize, e-commerce gifts, and SpacePOP branded merchandise giveaways at all locations. Five bestselling Dippin’ Dots flavors will be named after the princesses in SpacePOP.

Camplified will create an interactive, multifaceted SpacePOP experience, geared to tween girls, at 50 camp locations across the U.S.

Two new SpacePOP videos will be released each week on YouTube, as well as across Toon Googles, PopJam, Batterypop, and the Kid Genius channel on Comcast’s Xfinity on Demand platform. Music will also be available on iTunes and Spotify.


De La Soul Partners With Rovio’s Angry Birds for an Angry Birds Action! Game Update

Angry Birds De La Soul

Hip Hop innovators De La Soul have teamed up with the creators of Angry Birds for an update to Angry Birds Action! game released by Rovio this April.

The Big Pig Update will allow players to listen to the new De La Soul track “Action,” composed by the group for the game. It will also bring a one-week event hosted by the hip hop pioneers in their bird form, granting players unlimited energy as a special power.

The update also adds 90 new levels and unlocks Piggy Island for players. Previously, the Piggy Island area in the game could only be unlocked by going to see The Angry Birds Movie in theaters.

De La Soul’s “Action” comes ahead of the August 26 release of And the Anonymous Nobody, the group’s first full-length album in 11 years.

Beanstalk Signs Humphrey Bogart for a Global Licensing Partnership


The Estate of Humphrey Bogart signed a representation agreement with Beanstalk.

Bogart will be the inaugural client of the agency’s newest service, Icon Representation, which represents the personality rights of legendary icons for use in advertising and promotions.

Bogart is known for his work in films such as The African Queen, The Maltese Falcon, The Big Sleep, Key Largo, Sabrina, and The Caine Mutiny amongst others.

The partnership between Beanstalk and the Humphrey Bogart Estate aims to extend Bogart’s personality rights into strategic categories and develop long-term brand associations.

Illumination Entertainment and Universal Pictures Enter Global Promotional Partnerships for The Secret Life of Pets 

Illumination Entertainment and Universal Pictures’ entered cross-promotional campaign for The Secret Life of Pets with brands such as McDonald’s, Chrysler brand, General Mills, P&G, Mott’s, The J.M. Smucker Co., GoPro, and amongst others.

Delivering close to $400 million in promotional value, the creative-driven programs will be supported by multi-media marketing campaigns powered by TV, digital, and print advertising, retail exposure, social and influencer campaigns, and live events.

The campaign includes Spin Master and exclusive pet product retail partner, PetSmart, along with a roster of best-in-class licensees reaching across multiple categories including interactive, video games, children’s books, apparel and accessories, consumer electronics, housewares, and stationery.

Details  on select partnership highlights are as follows:

• McDonald’s: The Secret Life of Pets will take over McDonald’s restaurants worldwide with two custom animated TV spots and a Happy Meal campaign, including The Secret Life of Pets plush premiums and fun in-restaurant décor.

• Chrysler: NBC’s Seth Meyers and his dog Frisbee are featured in the multi-platform campaign for the 2017 Chrysler Pacifica. Additional celebrities, including Nick Cannon, take the wheel with their dogs in a series of humorous spots featuring scenes from The Secret Life of Pets.

• General Mills: will execute a promotional campaign around the film by featuring characters on the boxes of select Big G cereals. TV and digital advertising as well as in-pack premiums will be featured for this campaign.

• Mott’s: The Secret Life of Pets-themed Mott’s Applesauce and Juice packages, featuring Max, Duke, and other pets, will be released this summer.  Mott’s will also support the film with a free child’s ticket offer through

• PetSmart: will execute a store-takeover campaign featuring the film’s characters in more than 1,400 stores throughout North America as well as on and other digital platforms.

• GoPro: Marking its first-ever animated film partnership, GoPro will debut an immersive two-minute custom animated short co-created with Illumination Entertainment and featuring The Secret Life of Pets imitating extreme real-life adventures. debuted a TV advertising campaign featuring real four-legged family members imitating the characters from the film. The campaign included a user-generated content competition inspired by the trailer asking consumers to recreate scenes using their own pets. The UGC version of the trailer can be viewed now.  

• Bazooka Candy Brands: is partnering with The Secret Life of Pets worldwide with their brands Push Pop, Juicy Drop Pop, MegaMouth, Big Baby Pop, and Ring Pop. The partnership will bring the Pets characters to life through millions of fun, film-themed packaging and POS displays at retailers.

• Petcube: answers the question about what pets do when their owners are away with this clever film partnership across Europe and Asia Pacific that highlights their innovative pet camera and app.

• Healthy Paws Pet Insurance: will run a media campaign featuring a series of engaging quizzes and fun facts that highlight pet parenting style and the human-like qualities of our pets.

• Sky: will create custom animated TV adverts for their latest campaign promoting Sky Broadband and the Sky Switch Squad. The adverts convey the misfortunes that can arise from unreliable broadband, just as the pets are relying on the internet for their everyday entertainment. 

• Comcast: The campaign features a custom animated TV spot that demonstrates the home security and automation capabilities of their product as well as giving us a glimpse into the secret lives of our pets.

Energizer Signs Multiple Licensees to Its Global Licensing Program

Beanstalk has added multiple licensees to Energizer’s global licensing program.

Energizer expanded into categories such as solar-based battery back-up products in North America. Energizer solar landscape lighting was a success on QVC for the second consecutive year. Battery-operated specialty lights, pet lighting accessories, and electrical accessories extended the brand to new channels and segments.

Energizer also expanded its consumer electronic accessories line to include universal USB chargers and power banks.  New licensees keep the Energizer Bunny icon program expanding with categories such as bunny slippers, plush toys, and portable power tubes.

Additionally, current and new Energizer licensees were granted expanded rights to the 100-year old Eveready brand as well as sub-brands like Energizer Hard Case.

In EMEA and Australia multiple categories were signed, including photographic accessories, seasonal, christmas, and solar lighting. The DTR program also expanded with B&M stores in the UK.

Energizer also entered Latin America where two new licensees were signed for LED lighting, generators, pressure washers, welders, and automotive products.

AALMG To Launch Merchandise Program Based on Jeff Lazarus’ book Dogtology

All American Licensing (AALMG) signed Dogtology: Live, Bark. Believe., a tongue-in-cheek book by Jeff Lazarus that celebrates humans’ love of dogs. AALMG has multiple licensees lined up to develop products, including social expression, apparel, collars, leashes, and bowls, all part of a comprehensive merchandise program.

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