The Licensing Letter

Trademarks/Brands

Allrecipes Cooks Up Deal With Snapchat

Allrecipes, the world’s largest recipe brand, took an innovative step to increase its already massive user base by launching a new feature as the exclusive food category partner of the Scan feature within Snapchat. The new offering allows home cooks to access Allrecipes recipes based on ingredients captured by the Snapchat camera function. Available later this year, this new … [Read more...] about Allrecipes Cooks Up Deal With Snapchat

Mattel Releases First ‘Zero Emissions’ Matchbox Car With Tesla

Mattel Inc. this week announced its Drive Toward a Better Future program, unveiling the Matchbox Tesla Roadster, its first die-cast vehicle made from 99% recycled materials and certified CarbonNeutral. The Matchbox Tesla Roadster will be available starting in 2022. The release is Mattel's first step on a product roadmap intended to make all Matchbox die-cast cars, playsets … [Read more...] about Mattel Releases First ‘Zero Emissions’ Matchbox Car With Tesla

Dole Says Aloha With New Licensing Agent Beanstalk

THE DOLE FOOD COMPANY PARTNERS WITH BEANSTALK TO EXTEND BRAND INTO NEW PRODUCT OFFERINGS The Dole Food Company is partnering with global brand extension licensing agency, Beanstalk, to extend its iconic brand into food categories that further empower consumers to experience healthy living through association with the DOLE brand. Most famous as the world's largest producer of … [Read more...] about Dole Says Aloha With New Licensing Agent Beanstalk

LeMans Revs Up Licensing With IMG

Prestigious Race Renews Licensing Deal The Automobile Club de l'Ouest (ACO) has renewed its longstanding, exclusive worldwide licensing representation agreement with IMG for 24 Hours of Le Mans, the world's oldest active sports car endurance race, through 2024. Since being appointed in 2008, IMG has built a robust portfolio of more than 80 licensees for the prestigious event, … [Read more...] about LeMans Revs Up Licensing With IMG

Hershey’s Expands Licensing For S’Mores

The Hershey Company and Brand Activation Consulting (BAC) today announced the expansion of its line of officially licensed Hershey’s S’Mores accessories with Mr. Bar-B-Q and new partner, International Wholesalers. The extensive line of Hershey’s S’Mores products that features popular backyard barbeque accessories, like carrying cases, wooden and light up skewers, will now … [Read more...] about Hershey’s Expands Licensing For S’Mores

Under Armour Ending Licensing Deal With NFL

Sports clothing and equipment company Under Armour is preparing to end its licensing contract with the National Football League, according to a report in the Financial Times. Under Armour has not officially confirmed the contract termination, but the Financial Times reported this week the deal will end later this year. The company's licensing deal with the NFL allowed the brand … [Read more...] about Under Armour Ending Licensing Deal With NFL

BBC Adopts Brainbase Licensing Tech for Bluey Franchise

BBC Studios has announced a partnership with Brainbase to use that company's software for end-to-end IP management, and will initially use the technology for its breakout hit Bluey. The BBC says Brainbase Assist will be used to streamline and manage their global licensing business for the popular kid's show Bluey, which airs in the U.S. on Disney Junior and Disney Channel and … [Read more...] about BBC Adopts Brainbase Licensing Tech for Bluey Franchise

Playmobil Launches Classic Volkswagens

German toymaker Playmobil has partnered with equally storied car manufacturer Volkswagen to bring out their own tiny car line for kids. First announced in September, the partnership has resulted in the release of a classic VW Beetle and the original VW Camper Bus, known in Germany as the 'Bulli', and unofficially by a generation of young American travelers as 'the hippie bus'. … [Read more...] about Playmobil Launches Classic Volkswagens

Shell Hires Beanstalk As Global Licensing Agent

Beanstalk scored a major new client, becoming the licensing agency for Shell, one of the world's largest energy and petrochemical companies, operating in 70 countries and boasting 80,000 employees worldwide. Beanstalk announced this week its partnership with Shell to extend the company's brand into a range of consumer products and services. The program will look to leverage … [Read more...] about Shell Hires Beanstalk As Global Licensing Agent