NBA star LeBron James was a huge fan of Post Cereals' Fruity PEBBLES as a kid, and now he's teaming up with Nike and Post to celebrate the brand. In a three-way collaboration, the parties will mark National Cereal Day on March 7 with a collection of Nike sneakers, officially licensed from Warner Bros. Consumer Products. Warner owns the Flintstones license that is at the heart … [Read more...] about Celebrity Licensing: LeBron James Celebrates Cereal Day With Fruity Pebbles and Nike
Celebrity
Celebrity Licensing: David Beckham Joins New Team In Deal With Authentic Brands
By Gary Symons TLL Editor in Chief The star athlete turned entrepreneur David Beckham has signed a strategic partnership with licensing juggernaut Authentic Brands Group. ABG is now a co-owner of the Beckham brand, and will also manage the brand for licensing and overall business purposes. In return, Beckham has become a major shareholder in ABG. The deal signifies the … [Read more...] about Celebrity Licensing: David Beckham Joins New Team In Deal With Authentic Brands
Celebrity Licensing: Justin Bieber Collab Boosts Fortunes For Tim Hortons
By Gary Symons TLL Editor in Chief When the donut chain Tim Horton's signed a deal last November with pop superstar Justin Bieber (pictured here in a promotional photo), it brought together two Canadian icons, collectively as popular as maple syrup or ice hockey. Now, Restaurant Brands says the licensing collaboration between Tim Horton's and Justin Bieber boosted sales by … [Read more...] about Celebrity Licensing: Justin Bieber Collab Boosts Fortunes For Tim Hortons
Music Licensing: MDR Keeping Amy Winehouse Legacy Alive
British audio brand Roberts is collaborating with the Amy Winehouse Foundation to celebrate the late star’s legacy. MDR Brand Management is teaming up with the British audio brand Roberts to celebrate the musical legacy of Amy Winehouse. As part of that deal, the Amy Winehouse Foundation, which works to promote the late artist's legacy, will receive a portion of the proceeds … [Read more...] about Music Licensing: MDR Keeping Amy Winehouse Legacy Alive
Celebrity Licensing: Dolly Parton and Duncan Hines Partner on Tasty Treats
Duncan Hines has signed a sweet deal with international country music superstar Dolly Parton on the release of a licensed baking collection. The partnership was facilitated by licensing agency IMG, which represents Dolly Parton. IMG manages some of the world’s greatest athletes and fashion icons. Dolly Parton is the most revered female country singer-songwriter of all time. … [Read more...] about Celebrity Licensing: Dolly Parton and Duncan Hines Partner on Tasty Treats
Celebrity Licensing: UFC Tag Teams With Under Armour and The Rock
By Allison Watkinson TLL Reporter UFC has announced a new licensing deal that names the performance brand Project Rock as their official footwear partner. Project Rock was created by former UFC athlete, entrepreneur, and actor Dwayne "The Rock" Johnson in collaboration with athletic-apparel company, Under Armour Inc. It features footwear, apparel, and accessories that have … [Read more...] about Celebrity Licensing: UFC Tag Teams With Under Armour and The Rock
Collectibles: The Story Behind Fanatics Acquisition of Topps Trading Cards
By Gary Symons TLL Editor in Chief If you can't beat 'em, join 'em. The venerable Topps trading card business has agreed to an acquisition offer from Fanatics ... the same company that yanked its license with Major League Baseball in August last year. It's a move that The Licensing Letter predicted at the time, as well as the very real possibility that Fanatics will also make a … [Read more...] about Collectibles: The Story Behind Fanatics Acquisition of Topps Trading Cards
Celebrity Licensing: Schwarzenegger Plays Super Santa to World of Tanks Fans
By Gary Symons TLL Editor in Chief If you're going to get a celebrity to appear in a video game about tanks, it makes sense to choose one like Arnold Schwarzenegger—who actually owns one. That's exactly what World of Tanks has done, as the Terminator star has joined the festivities during Wargaming's Holiday Ops 2022 event, running from now until late January. “Working … [Read more...] about Celebrity Licensing: Schwarzenegger Plays Super Santa to World of Tanks Fans
Celebrity Licensing: Magna-Tiles Go Full Hippy With Grateful Dead Partnership
The tech toy company CreateOn has partnered with the Grateful Dead, using the band's cover art for its collectible Magna-Tiles. Since its founding two years ago, CreateOn, has continued to grow its portfolio of play sets and fan-targeted collectibles depicting beloved franchises like Sesame Street, Dr. Seuss Enterprises, Crayola, The Beatles and the World of Eric Carle. … [Read more...] about Celebrity Licensing: Magna-Tiles Go Full Hippy With Grateful Dead Partnership
Celebrity Licensing: Starbucks and Taylor Swift Collab on ‘Taylor’s Latte’
By Gary Symons TLL Editor in Chief Starbucks scored a big win on a celebrity licensing deal over the weekend, as 'Swifties' flocked to the world's most popular barista chain for a Taylor Swift-themed Grande Caramel Nonfat Latte. As some described it, the 'Taylor's latte" featured the taste of caramel, a crisp autumn day, and a 'bad breakup in 2012', a reference to the song … [Read more...] about Celebrity Licensing: Starbucks and Taylor Swift Collab on ‘Taylor’s Latte’