The Licensing Letter

Traditional Toys/Games

Spin Master Expands Ms. Rachel Toy Line With Bedtime Playset, New Vehicles

By Allison Watkinson TLL Reporter Spin Master Corp. has added three products to its Ms. Rachel toy collection, including a bedtime-themed playset and two pull-back vehicles, as the licensed preschool line continues its rapid expansion in the infant and toddler segment. The new offerings — the Goodnight Frankie Bedtime Playset and the 1-2-3 Roll! Herbie and Ms. Rachel … [Read more...] about Spin Master Expands Ms. Rachel Toy Line With Bedtime Playset, New Vehicles

WOLFpak Releases Tactical Backpacks for Mattel’s Barbie and Ken

By Allison Watkinson TLL Reporter The tactical lifestyle brand WOLFpak and Mattel Inc. have announced a new licensed collection featuring the Barbie and Ken brands, including backpacks, bags and accessories. The partnership marks the second collaboration between the two companies, following the release of a Hot Wheels Racing line in November 2025. The collection arrives … [Read more...] about WOLFpak Releases Tactical Backpacks for Mattel’s Barbie and Ken

He-Man Has the Power on the Toy Aisle With New Mattel Release

By Gary Symons TLL Editor in Chief Mattel has revealed a new line of Masters of the Universe: Chronicles action figures for the upcoming live-action Masters of the Universe film. The new movie will debut in theaters on June 5 in a major reboot of the popular franchise. The announcement was made at the Spielwarenmesse toy fair as part of Mattel’s global rollout for the toy … [Read more...] about He-Man Has the Power on the Toy Aisle With New Mattel Release

“Truly Seen and Heard:” Mattel Releases First-Ever Autistic Barbie

By Gary Symons TLL Editor in Chief Mattel has smashed an important barrier for autistic children by introducing its first-ever autistic Barbie doll. The new doll is part of the ever-expanding Barbie Fashionistas line. It was developed in collaboration with the autistic community and designed to reflect a range of lived experiences associated with autism. In creating the new … [Read more...] about “Truly Seen and Heard:” Mattel Releases First-Ever Autistic Barbie

Big Picture Tasked With Constructing Meccano Licensing Program

TLL Staff Libertas Brands has appointed Big Picture Licensing to represent Spin Master’s Meccano brand across Europe, the Middle East and Africa, as the classic construction toy seeks to bolt itself into new consumer product categories. Under the partnership, Big Picture Licensing will pursue licensing opportunities for Meccano across a wide range of sectors, including … [Read more...] about Big Picture Tasked With Constructing Meccano Licensing Program

Lego Unveils the Future of Play With High Tech ‘Smart Brick’

By Gary Symons TLL Editor in Chief The Lego Group has unveiled a new technology called the Smart Brick that will redefine how kids and kidults alike will play with the popular building bricks. Lego unveiled the new LEGO SMART Play system at the Consumer Electronics Show in Las Vegas, displaying a typical 2X4 Lego brick containing a tiny computer that interacts with … [Read more...] about Lego Unveils the Future of Play With High Tech ‘Smart Brick’

JAKKS Pacific Announces Sweet Licensing Partnership with Hershey’s

By Allison Watkinson TLL Reporter JAKKS Pacific has partnered with The Hershey Company to launch a collection of Charming Bag Charms dolls inspired by Hershey's candy brands. Charming Bag Charms are a customizable, on-the-go toy line that are designed to easily clip onto purses, backpacks, phones or water bottles. Each doll from the Charming brand includes accessories that … [Read more...] about JAKKS Pacific Announces Sweet Licensing Partnership with Hershey’s

Funko and Netflix Launch KPop Demon Hunters Collectibles

By Allison Watkinson TLL Reporter Funko has partnered with Netflix to launch a collection of licensed Funko POP! figures based on KPop Demon Hunters. Available now, the new Funko POP! range is one of the first hardline collectible offerings to hit retail following the film's release in June. The new range includes popular characters from the Netflix film including vocalist … [Read more...] about Funko and Netflix Launch KPop Demon Hunters Collectibles

Sony Has Big Screen Plans as Labubu Dolls Head to Hollywood

TLL Staff The Hollywood Reporter just broke the news that Sony Pictures has signed a deal to bring the wildly popular Labubu collectible toys to the big screen. According to the exclusive story in THR, Sony has secured the screen rights to the Labubu brand and intends to develop a feature film that could eventually launch a franchise. The project is in its earliest stages: No … [Read more...] about Sony Has Big Screen Plans as Labubu Dolls Head to Hollywood