The Licensing Blog

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Brand Central Expands Jake Paul Licensing Portfolio

JakePaul_LogoBrand Central LLC brokered collaborations between Jake Paul and multiple licensing partners for a range of merchandise, which includes toys, games, accessories, calendars, backpacks, collectible figures, posters, and stationery products.

Partners include Bioworld, Just Funky, Brown Trout, Trends International, Brandable, Sprayground, Kalan, and Just Toys.

The Tetris Co., Bioworld Europe Partner for Apparel and Accessories Range

BioworldEuropeThe Tetris Co. LLC appointed Bioworld Europe as its new apparel and accessory licensee for Europe and the Middle East. Bioworld Europe will create a line of Tetris branded clothing and gear including T-shirts, hoodies, leggings, sleepwear, headwear, bags, belts, and more. The new products are expected to launch later this year.


Bioworld Rebrands European Office and Global Website

BioworldBWI Merchandising is now a fully integrated part of Bioworld Merchandising Inc. and will be rebranded as Bioworld International. The online corporate website is now available at the Bioworld Global Headquarters at

 The newly-intergraded services and product offering is available for existing customers, with plans to extend this offer to all new partners across the continent.

Bungie to Expand Destiny 2 Merchandising Program

Destiny2Bungie, in collaboration with Activision, will add to the Destiny 2 brand with new licensing partners for its merchandising program.

Bungie partnered with Funko to bring Destiny’s characters to life in Pop! Vinyl form. This August, characters from the Destiny 2 universe will be available, including Cayde-6, Ikora Rey, and Commander Zavala, with other supporting characters at select retailers. Read the rest of this entry »

WBCP and DC Entertainment Enter Global Licensing Programs for Batman v Superman: Dawn of Justice Film

Warner Bros. Consumer Products (WBCP) signed new licensees for a global licensing and merchandising program for Batman v Superman: Dawn of Justice, releasing in theaters on March 25.

Mattel will unveil a full toy line, including action figures, vehicles, play sets, and collectible figures; The Lego Group will launch construction sets; and Rubie’s Costume Co. will introduce a new line of costumes and accessories for kid and adults.

Other licensees include Funko for stylized collectible figures; Thinkway Toys for a role-play line; Jakks Pacific for Batman and Superman collectible figures; Tonner Dolls for detailed fashion dolls; Bandai America for poseable figure model kits; Spin Master for remote control Batmobiles; and Buffalo Games for adult puzzles.

Sideshow Collectibles will launch detailed statues; The Noble Collection will introduce prop replicas; NECA will launch an 18-inch figure; Soap Studios will launch replicas of the Batmobile; and Hot Toys, Kotobukiya, SquareEnix, Medicom Toy, Prime 1 Studio, and Union Creative will launch collectibles.

Licensees also include Bioworld, Junk Food, New Era Cap Co., Matchless London, Converse Kicks, Scholastic, and Titan Books.

Marvel Launches Daredevil, The Punisher, Jessica Jones, and Deadpool Merchandise for Adult Fans

Marvel began rolling out its merchandising and retail plans for popular anti-heroes and vigilantes Daredevil, The Punisher, Jessica Jones, and Deadpool.

Additional launches targeting teens and adults are planned for January, including apparel, collectibles, and action figures. Diamond Select, Funko, Sideshow, Kotobukiya, and NECA will launch collectibles, Hasbro will add Marvel Legends collector figures, and Hot Wheels will unveil collectible die-cast vehicles next fall.

Mad Engine, C-Life, Hybrid, Freeze, Fifth Sun, Silver Buffalo, and Bioworld will launch men’s and women’s apparel, accessories, footwear, bags, home goods, and drinkware. The merchandising programs will be rounded with collector plush, stationery, consumer electronics, novelties, and Marvel Comics editions that feature backstories of the superheroes.

Additionally, Hot Topic will launch an in-store and online Deadpool campaign in February. Walmart, JCPenney, Spencer’s, Party City, and Kohl’s will provide in-store and online support. Amazon will expand on its toy and apparel offerings and CafePress will launch Jessica Jones-inspired merchandise for men and women.

Activision Lands at BLE 2015 with a Strong Portfolio of Properties

Activision Publishing Inc. arrived at Brand Licensing Europe (BLE) 2015 showcasing Skylanders, SuperChargers, Call of Duty: Black Ops III, Destiny: The Taken King, and Guitar Hero Live. The company continues to forge alliances with global partners such as Crayola, Penguin, BioWorld, Power A, and Mega Bloks to drive its licensing, merchandising, and retail businesses.

Skylanders has generated more than $3 billion in retail sales worldwide and with the launch of Skylanders SuperChargers has brought vehicles to life for the first time in the history of this franchise. At BLE, Activision will offer a sneak peek of a new creative direction and an illustration style that creates fan-favorite characters.

Call of Duty has generated more than $11 billion in retail sales worldwide. Activision is gearing up for the launch of Call of Duty: Black Ops III with a merchandising program featuring new categories and partners.

Destiny has more than 20 million registered players since its launch and Destiny: The Taken King broke the record for the most downloaded day-one game in PlayStation history. The brand is expanding its merchandising program to apparel, electronics, accessories, and more.

Launching on October 23, Guitar Hero Live introduces GH Live, a first-person point of view game where players interact with a live audience; and GHTV, the world’s first playable music video network. Activision is creating a global merchandising program and collaborating with Pepsi for a Pepsi Challenge to allow fans to win Guitar Hero Live prizes.

Activision Announces Partnerships for Skylanders, Call of Duty, Destiny, and Guitar Hero Live

Skylanders SuperChargers Key ArtActivision Publishing Inc., a wholly owned subsidiary of Activision Blizzard Inc., showcased its portfolio of entertainment properties at this year’s Licensing Expo in Las Vegas. Anchored by its Skylanders, Call of Duty, Destiny, and Guitar Hero Live franchises, Activision’s Licensing and Partnerships business features new and retuning best-in-class partners, including McDonald’s, Crayola, Mega Brands, Power A, BioWorld, Penguin, and more which will continue to drive the video game publisher’s licensing, merchandising, and retail business.

Activision’s Licensing and Partnerships business is led by a comprehensive global kids licensing program for Skylanders, and a lifestyle merchandising program tailored for Call of Duty’s millions of fans worldwide. The company expanded its reach last year when it teamed up with Bungie on Destiny to create a program supported by industry leading partners in key categories. This year, the team is kicking off a global program for Guitar Hero Live, focusing on lifestyle and gaming accessories.

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Q&A with Tony Key, Senior Vice President of Sales and Marketing of Ubisoft

TonyKey.LBUbisoft is one of the biggest video game publishers in the world, with hit franchises such as Assassin’s Creed, which has sold 76 million games to-date. Licensed products (as well as an upcoming film version starring Michael Fassbender) are expected to increase the franchise’s visibility even further, giving it life beyond the game releases.

The Licensing Book recently spoke to Tony Key, Ubisoft’s senior vice president of sales and marketing, about licensing in relation to some of the company’s top franchises, how it can evolve with the franchise’s success, and the art of adapting video games into products.

The Licensing Book: When you compare the licensing programs of the most recent Assassin’s Creed with earlier installations, are the programs bigger now? Is it easier to convince licensees to jump on-board now?

Tony Key: The programs are definitely bigger and the range of products has broadened as well. The sales of the licensed products, as well as the games themselves, have each increased year-over-year, and this helps us secure new opportunities—whether they come to us or we reach out to them. Also, we have expanded our product assortment from what we would see as niche or genre products coming from boutique licensees, toward more mainstream, mass market products and powerhouse licensees, like Mega Brands or BioWorld. Read the rest of this entry »

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