The Licensing Blog

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Licensing Specialists Complete 2015 Trailwalker Challenge

Jane Garner from Licensing specialist PR company Kilogrammedia and Sam Loveday were amongst a group of eight friends who took on the 2015 Trailwalker Challenge on the weekend of 25th/26th July. The course is an epic 100k or 62.5 miles from Petersfield to Brighton across the hilly South Downs. It’s the equivalent of walking non-stop from London to Portsmouth or doing nearly 21/2 marathons back to back covering an overall ascent equivalent to climbing Ben Nevis, Snowden and Scarfell!

Registered as two teams of four, the eight walkers were raising money for the Trailwalkers’ two official charities, Oxfam and The Gurkha Welfare Trust.
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Rainbow Productions Crowned Champions of The Light Fund Treasure Hunt 2015

8361f497-9d09-4fd3-bccd-8d4dfa6e96cbRainbow Productions have held onto their crown as winners of The Light Fund 2015 Treasure Hunt for the second year running. The event, which took place July 16th, raised over £8,000 for the charity.

More than 300 people from the licensing industry put their brains into gear and followed a route around London’s Mayfair (while taking in some of its finest hostelries) to compete in the annual event which culminated at The Institute in Piccadilly.

“Last week’s Treasure Hunt was another hugely successful event and the main, everyone did really well answering the questions and completing the challenges.” Commented Ashley Holman (of Nickelodeon) who, together with Hannah Mungo (eOne) and Robyn Cowling (Underground Toys) were the main organisers of the event.

“We would like to thanks Brand Licensing Show 2015 for being our headline sponsor, A-Z for producing the amazing maps once again and Underground Toys, The Puzzler, Allsorts Licensing, Licensing Source Book Europe and Rainbow Productions, as well as the entire industry for being so supportive.”

American Girl Partners with Williams-Sonoma

AmericanGirlAmerican Girl will partner with Williams-Sonoma, premier specialty U.S. retailer of cookware and home furnishings, for American Girl-branded baking sets, utensils, food mixes, and a cookbook. The line will be available this fall at Williams-Sonoma, American Girl stores, and online.

In addition, a series of culinary classes will start this month at Williams-Sonoma stores, and will continue through the end of the year.

Williams-Sonoma has also created a limited-edition American Girl spatula—which will be carried at both companies’ stores beginning in late June—as part of its No Kid Hungry fundraising campaign. The spatula will be available for $12.95 with 30 percent of the proceeds benefiting No Kid Hungry: a campaign that is dedicated to ending childhood hunger in the U.S.

Haute Couture Dolls Debut at FIT in Celebration of The 75th Anniversary of The Wizard of Oz


In celebration of the 75th anniversary of The Wizard of Oz, Warner Bros. Consumer Products (WBCP) and Tonner Doll Company Inc. unveiled haute couture dolls by high-end fashion and costume designers. Inspired by Dorothy Gale, Glinda the Good Witch, and The Wicked Witch of the West, designers including Marc Jacobs, Donna Karan Atelier, Hervé Léger by Max Azria, Betsey Johnson, and more created one-of-a-kind looks for Tonner’s 22-inch collectible dolls. The Leading Ladies collection is on display at the Fashion Institute of Technology (FIT) and available for bidding on eBay Giving Works at until September 14. Proceeds will benefit Habitat for Humanity as part of the “There’s No Place Like Home” campaign.

The roster of designers who infused fashion and a modern flare into the beloved ladies of the iconic film include Reem Acra, BCBGMAXAZRIA, Erickson Beamon, Chris Benz, Carlos Falchi, Douglas Hannant, Marc Jacobs, Betsey Johnson, Donna Karan Atelier, Byron Lars, Hervé Léger by Max Azria, Jenny Packham, Charlotte Ronson, Anna Sui, Trina Turk, Carmen Marc Valvo and Sue Wong, as well as costume designers Colleen Atwood, Ruth Myers, and Lyn Paolo, in partnership with actress Kerry Washington. Each participant selected Dorothy Gale, Glinda the Good Witch, or The Wicked Witch of the West and created a single haute couture costume and overall look for the doll. There are 20 dolls in the anniversary collection.

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.

Lil BUB Is “Nature’s Happiest Accident”

lilbublilbub Lil BUB meets Lil BUB plush Lil BUB meets Lil BUB plush

Lil BUB, an adorable cat with a permanently stuck-out tongue and short legs, has become an Internet sensation. From plush to calendars, BUB is everywhere. The Licensing Book spoke with Hap Consulting, licensing agent for Lil BUB, about her rise to fame.

How did Lil’ BUB become famous?

Much like BUB herself, it was a very happy accident. Friends of BUB’s owner encouraged him to put pictures of his very new and very cute cat on the Internet. Before long, the Reddit community found them and created memes that went viral. Suddenly, Lil BUB had millions of fans.

Since that time, BUB has created social media pages across all platforms—BUB has an enormous and very loyal fan base. Many of her videos on YouTube have gone viral. Read the rest of this entry »

2014 ASPCA Rachael Ray $100K Challenge Experiences Strong Start

Screen Shot 2014-06-16 at 3.43.58 PMThe ASPCA has announced that 4,914 dogs and cats were adopted in just the first week of the 2014 ASPCA Rachael Ray $100K Challenge. Contestants aim to save more animals during the months of June, July, and August than they saved in previous years of the challenge. The participating animal shelters are competing for a chance at $600,000 in prize grants to help save more cats and dogs. Rachael Ray is a longtime advocate for animals and a supporter of animal welfare.

U.S. Warner Bros. Consumer Products and DC Comics Celebrate Heroic Dads this Father’s Day

June2hallofheroesWarner Bros. Consumer Products (WBCP) has created an array of Father’s Day products inspired by DC Comics’ iconic characters. The line will give kids of all ages the opportunity to celebrate their super hero this Father’s Day.

WBCP’s Superman Hall of Heroes is an online gift-giving portal that allows consumers to honor their personal heroes by submitting their photo and story online. Consumers can choose from multiple gift-giving options and levels, with packages ranging from $4.99-$49.99. Through Father’s Day, a portion of the proceeds will go to The Christopher & Dana Reeve Foundation.

There are additional products available online and at retailers nationwide. Select items are available at

Vans Supports ASPCA with New Pet-Patterned Collection

Vans has teamed up with the American Society for the Prevention of Cruelty to Animals (ASPCA) to support its mission to protect animals across the country by releasing a footwear, apparel, and accessories collection for women. Vans supports the ASPCA by helping raise awareness of animal cruelty.

The seven-piece Vans x ASPCA collection includes footwear with an all-over kitty-cat print on Vans’ original classic silhouette, the Authentic, while a new favorite, the Sk8-Hi Slim, uses a puppy print on each quarter panel. Custom sock-liners in orange—a color that represents animal abuse prevention—with ASPCA logos are found in the foot-beds of all shoes.

The Vans x ASPCA Apparel and Accessories Collection includes matching dog and cat prints on the Vans Beach Girl Trucker Hat, as well as on Vans’ most popular backpack style, the Realm Backpack. An extra special Vans x ASPCA T-shirt sports a pug puppy adorned with orange glasses with Vans and ASPCA dog ID tags. The collection is available globally at Vans retail stores.

North Shore Animal League to Launch 14th Annual Tour For Life


North Shore Animal League America will host its mobile pet adoption tour in conjunction with animal shelters nationwide. Tour for Life is in its fourteenth year and will run from March 12 through May 16, stopping in 52 cities in 26 states.

In addition, over 60 schools and libraries nationwide will host local Mutt-i-grees Pack Parties, raising awareness and fundraising for local shelters. Scooby-Doo and animal behaviorist Cesar Millan have partnered with North Shore Animal League America for these parties. Mutt-i-grees also promotes an in-school curriculum programs that teach social and emotional learning skills by helping homeless animals.

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