By Gary Symons TLL Editor in Chief Two hit shows are going on live tours, as location-based entertainment deals take off in the world of licensing. Last week The Licensing Letter reported on the new Sesame Street: The Musical that is hitting the stage in an off-Broadway production. This week we can report two new live shows are being produced based on Spy Ninjas and Hey … [Read more...] about Experiential Licensing: Spy Ninjas, Hey Duggee Go From Screen to Live Stage
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Motorsports Licensing: Monster Jam Launches Monster Truck Animated Series
By Allison Watkinson TLL Reporter Feld Entertainment has announced its new licensed animation project, Monster Jam Adventures: Animated Shorts, which will air on YouTube. Feld Entertainment is a global producer and presenter of live touring family entertainment experiences. Across its brand portfolio, Feld Entertainment has entertained millions of families in more than 75 … [Read more...] about Motorsports Licensing: Monster Jam Launches Monster Truck Animated Series
Who’s News: Mattel Announces Successor For Global Head of Consumer Products
By Gary Symons TLL Editor in Chief Toymaker Mattel has announced Josh Silverman will succeed Roz Nowicki as Global Head of Consumer Products, effective Sept. 1, 2022. Mattel disclosed this week that Nowicki was leaving the company, but did not announce her replacement until Thursday, June 16. Silverman comes to the post with a wealth of experience from his time at The Walt … [Read more...] about Who’s News: Mattel Announces Successor For Global Head of Consumer Products
Surge Brands Making Waves With Cigarette Boat Licensing Program
The renowned Cigarette Racing Team is looking for a surge in licensing deals, and has aptly chosen Surge Brands for the job. Surge Brands says it is partnering with the world's top offshore racing organization, Cigarette Racing Team, to develop a sophisticated global lifestyle retail program based on the high-powered, luxury performance powerboat. “We are launching our iconic … [Read more...] about Surge Brands Making Waves With Cigarette Boat Licensing Program
Sesame Street: The Musical Coming to New York
By Gary Symons TLL Editor in Chief We finally have an answer to the question, how do you get to Sesame Street? Turns out, it's just off Broadway! Rights holder Sesame Workshop is working with Rockefeller Productions on Sesame Street: The Musical, with an opening night premiere on Sept. 22 at Theater Row on West 42nd Street. Sesame Street’s beloved furry friends will appear in … [Read more...] about Sesame Street: The Musical Coming to New York
CAA Adds Some Vroom to McLaren’s Global Licensing Program
By Allison Watkinson TLL Reporter CAA Brand Management has been appointed by luxury car manufacturer, McLaren Automotive, to support its global consumer product licensing and brand extension program. Under the terms of the multi-year agreement, CAA Brand Management will assist McLaren in extending its consumer products programs into new territories, with a primary focus on … [Read more...] about CAA Adds Some Vroom to McLaren’s Global Licensing Program
Licensing Expo Attracts Record Crowd of Retailers
This year's Licensing Expo saw a sharp rise in attendees from the world's retailers, according to Licensing International. The association says last week's event drew thousands of attendees from the world’s most reputable retailers and licensees. The number of retailers in attendance rose 42% from the 2019 event, marking record growth for Licensing Expo. Licensing … [Read more...] about Licensing Expo Attracts Record Crowd of Retailers
Licensing Agencies: Bimbo Signs Sweet Deal With Brand Central
By Gary Symons TLL Editor in Chief Bimbo Bakeries USA has signed on with Brand Central as its exclusive licensing agency. Brand Central is among the world's largest licensing agencies, and is particularly known for its expertise in the area of food and beverage licensing. It represents some of the world’s most recognized food brands, including Mars Wrigley, Kraft Heinz, … [Read more...] about Licensing Agencies: Bimbo Signs Sweet Deal With Brand Central
Game Licensing: PacSwell Scores Eight New Licenses For Loteria
Pacific Swell Brands announced today they are expanding the Loteria Don Clemente licensing program with a roster of new partnerships. Adding to the success of past collaborations with Suavecito for personal care and apparel, and The Hundreds for streetwear, PacSwell has brokered deals with the following licensees: Buckle Down: belts, lanyards, wallets, pet products CPTN … [Read more...] about Game Licensing: PacSwell Scores Eight New Licenses For Loteria
Trademark Licensing: Kubota Paints the Town Orange With Crayola Licensing Deal
Kubota Tractor Corporation and Crayola have launched a new program to highlight the role of machines in building communities. The partners say their goal is to inspire the next generation of builders, farmers and business leaders by highlighting the unique and creative role that machines play in our society. Kubota is one of the world's largest and most innovative … [Read more...] about Trademark Licensing: Kubota Paints the Town Orange With Crayola Licensing Deal