The Society of Product Licensors Committed to Excellence and The Licensing Letter are pleased to announce that Mattel’s toy recycling program has won the first ever Licensing Sustainability Award. The LSA is awarded quarterly to highlight programs in the licensing industry that reduce pollution, waste, and/or greenhouse gas emissions. “The judges felt Mattel deserved this … [Read more...] about Mattel Honored With First Licensing Sustainability Award
Traditional Toys/Games
Educational Toys: Rube Goldberg Partnership Sets Miracle Machines in Motion
By Gary Symons TLL Editor in Chief Journalists are supposed to declare any biases they may have, so let me first admit I'm a huge fan of Rube Goldberg machines. The fact I'm terrible at making them just makes them all the more fascinating, as marbles tip over dominoes, which launch a rocket into the air, which pops a balloon, which releases a weight, which sets off a … [Read more...] about Educational Toys: Rube Goldberg Partnership Sets Miracle Machines in Motion
ViacomCBS Releases ‘More Than Dolls’ Study on Diversity and Inclusion
By Gary Symons TLL Editor in Chief A study by ViacomCBS Consumer Products shows that a doll is not just a doll, and that representation of minorities in toy choices can dramatically impact how children view diversity. ViacomCBS unveiled the results of More Than Dolls on Nov. 18, a new study commissioned to examine diversity in the Dolls category and factors that fuel … [Read more...] about ViacomCBS Releases ‘More Than Dolls’ Study on Diversity and Inclusion
Toy Licensing: Bulldog Launching UK Licensing Program For Magic Mixies
The ‘wow toy of 2021’ from Moose Toys has experienced a phenomenal UK launch The toy phenomenon Magic Mixies is hitting the shores of the United Kingdom, quickly becoming one of the top products on every family's Christmas wish list. Now, Bulldog Licensing has extended its range of brands it represents under the Moose Toys umbrella with the enormously popular new launch, … [Read more...] about Toy Licensing: Bulldog Launching UK Licensing Program For Magic Mixies
Experiential Licensing: Mattel, Mobil 1 Partner On First Ever UNO World Championship in Vegas
Mattel says select fans will compete at the first-ever official UNO Championship Series Vegas Invitational Tournament, sponsored by Mobil 1, in Las Vegas on Nov. 11. The event is part of Mattel's 50th anniversary licensing program for the world's most popular family card game. Viewers from around the world can watch live on the UNO TikTok channel starting at 6 p.m. PST as the … [Read more...] about Experiential Licensing: Mattel, Mobil 1 Partner On First Ever UNO World Championship in Vegas
Licensing Awards: Toy Of The Year Finalists Named
The Toy Industry has announced the finalists for the coveted Toy of the Year Awards for 2022. From creative construction toys and innovative collectibles to lovable plush and toys for grown-ups, the finalists announced this week will certainly be topping wish lists this holiday season. Known as the "Oscars" of the toy industry, the TOTY Awards program recognizes the top … [Read more...] about Licensing Awards: Toy Of The Year Finalists Named
Toy Licensing: Moose Building CP Licensing Program Around Magic Mixies
Moose Toys says the runaway success of its Magic Mixies Magic Cauldron this fall has compelled the company to rapidly build a consumer products licensing program. "Magic Mixies is a great example of how Moose Toys continues to diversify its brand portfolio," said Menal McGrath, vice president, global licensing, Moose Toys. "Magic Mixies has strong licensing appeal. … [Read more...] about Toy Licensing: Moose Building CP Licensing Program Around Magic Mixies
Sustainable Licensing: Maya The Bee Creates Sustainability Guide For Licensees
Studio 100 Media and its popular brand Maya the Bee are taking the next steps in their mission to protect the environment and promote sustainability in licensing. Together with PACOON, a leading agency in Central Europe specializing in package design and sustainability, Studio 100 Media has developed an international Maya the Bee Eco Trend Book. The goal of the book is to … [Read more...] about Sustainable Licensing: Maya The Bee Creates Sustainability Guide For Licensees
Innovation: Spin Master Creates $100 Million Toy Tech Venture Fund
Canadian-based global toy giant Spin Master Corp. is placing a $100 million bet on the future, creating a venture fund for innovation. The toyco announced the new fund this week, saying it's goal is to "accelerate growth in each of the Company's three creative centres comprising Toys, Entertainment and Digital Games, through strategic minority investments." The company also … [Read more...] about Innovation: Spin Master Creates $100 Million Toy Tech Venture Fund
Video Game Licensing: McLaren LEGO Racer Tears Up The Track In Asphalt 9
It's no surprise to see a McLaren Senna GTR on the track in the popular Asphalt 9: Legends video game. After all, it's one of the fastest supercars in the world. But in this case, brick toy giant LEGO has collaborated to create a LEGO Technic version of the car that appears in the latest version of the Asphalt racing series. From Oct. 19 until Oct. 30, racing fans will be … [Read more...] about Video Game Licensing: McLaren LEGO Racer Tears Up The Track In Asphalt 9