The Licensing Letter

Toys and Games

Bicycle Playing Cards Acing It With Brentwood As New Licensing Agency

by Gary Symons TLL Editor in Chief If you've played cards, odds are you've held a pack from Bicycle Playing Cards in your hand. Now, the 130-year-old Bicycle Playing Card brand has engaged Brentwood Licensing LLC to expand its reach through licensing. Brentwood Licensing LLC just announced its licensing representation partnership with Bicycle Playing Cards, a brand … [Read more...] about Bicycle Playing Cards Acing It With Brentwood As New Licensing Agency

Hasbro Named to Civic 50 List for 11th Straight Year

By Allison Watkinson TLL Reporter Hasbro, Inc. has been named as a 2023 honoree of The Civic 50 by the Points of Light nonprofit organization. The company has also been named this year’s Civic 50 Consumer Discretionary Sector Leader. “Companies play a critical role in creating thriving, participatory communities,” said Points of Light CEO, Diane Quest. “Companies like … [Read more...] about Hasbro Named to Civic 50 List for 11th Straight Year

Jazwares Named Master Toy Partner for Sanrio’s Hello Kitty Franchise

By Allison Watkinson TLL Reporter Jazwares has entered into a multi-year master toy licensing agreement with Sanrio to create Hello Kitty and Friends toy collections. “Friendship and kindness come in many forms and with the help of Jazwares, we’ll be able to expand those values in so many unique expressions of creativity and play,” said Sanrio COO, Craig Takiguchi. “This … [Read more...] about Jazwares Named Master Toy Partner for Sanrio’s Hello Kitty Franchise

Build-A-Bear Releases Scaly Plush Toy in First Collab With Dungeons & Dragons

By Allison Watkinson TLL Reporter Build-A-Bear Workshop has released its first licensing collaboration with the Dungeons & Dragons entertainment franchise. The recently-released licensed products include a red dragon plush toy and a D&D fan t-shirt that is designed to fit all standard-size Build-A-Bear plush models. The D&D Red Dragon Plush by Build-A-Bear … [Read more...] about Build-A-Bear Releases Scaly Plush Toy in First Collab With Dungeons & Dragons

Fisher-Price Wants To Send Your Kids To College

By Allison Watkinson TLL Reporter Mattel's Fisher-Price brand has partnered with Gift of College and Concerto Card Company to release the Fisher-Price College Savings Mastercard. By working with the Concerto and Gift of College, the Fisher-Price College Savings Mastercard will allow families to save money and take advantage of tax benefits to support their children’s … [Read more...] about Fisher-Price Wants To Send Your Kids To College

All American Licensing in Tag Team Match With PowerTown Wrestling

By Allison Watkinson TLL Reporter All American Licensing has been appointed by Relativity Worldwide as its exclusive brand licensing agent for PowerTown Wrestling. PowerTown Wrestling is a recently-launched collectible action figure line that features professional wrestlers from the past eight decades. The brand initially launched in fall of 2022 with the Series 1 … [Read more...] about All American Licensing in Tag Team Match With PowerTown Wrestling

Upexi to Launch Disney-Branded Version of Its Tytan Tile STEM Toys

By Allison Watkinson TLL Reporter Upexi Inc. has signed a licensing agreement with The Walt Disney Company for its children's STEM toy brand, Tytan Tiles. The Tytan Tiles toy brand includes non-toxic magnetic tiles in multiple shapes and sizes that snap together as building blocks. For the agreement, Upexi will be responsible for developing and launching Tytan Tiles … [Read more...] about Upexi to Launch Disney-Branded Version of Its Tytan Tile STEM Toys

Hasbro Games Reimagined for Elderly Players by Ageless Innovation

By Allison Watkinson TLL Reporter Ageless Innovation and Hasbro have debuted a co-branded board game collection featuring three reimagined Hasbro titles. Ageless Innovation is a global company that develops entertaining and accessible products for older adults, their families, and caregivers. The company is Hasbro’s first-ever licensee that focuses on entertainment for … [Read more...] about Hasbro Games Reimagined for Elderly Players by Ageless Innovation

LEGO, Spin Master Announce New Support for Ethical Toy Program

By Gary SymonsTLL Editor in Chief Thirty thousand children of factory workers will benefit as LEGO and Spin Master announced new funding to expand the Ethical Toy Program across China, Vietnam and Mexico. The Ethical Toy Program is a program by the International Council of Toy Industries, which is the convening organization for the worldwide toy industry. ICTI and its … [Read more...] about LEGO, Spin Master Announce New Support for Ethical Toy Program