By Gary Symons TLL Editor in Chief Sustainability seems to have been the theme of this month at The Licensing Letter, as several companies including McDonald's Restaurants, Mattel, and Smiley have all revealed new environmentally friendly initiatives to reduce plastic waste, pollution, and greenhouse gas emissions. Now, Burger King has announced it is working with Animal … [Read more...] about Sustainable Licensing: Animal Planet Roars Into Burger King With Eco-Friendly Toys
Traditional Toys/Games
Opinion: LEGO Profits Highlight Its Success As A Pandemic Leader
By Utku Tansel Global Toy News LEGO’s global sales increased by 43% to hit £2.6bn in the first six months of 2021 while profits rose by a whopping 140% during the same period. The company announced that its sales were up by more than 10% across all markets while online sales rose by 50%. The company plans to open a further 120 new LEGO shops, including 80 in China alone … [Read more...] about Opinion: LEGO Profits Highlight Its Success As A Pandemic Leader
WowWee Dreams Big With Barbie Dream Playhouse
The innovative play company WowWee, best known for its groundbreaking robots, has launched a new pop-up Barbie Dream House, in partnership with Mattel. WowWee launched with the introduction of its Robosapien toy robot in 2004, revolutionizing the way people interact with robotic companions or toys, but the company has also developed other lines of consumer entertainment … [Read more...] about WowWee Dreams Big With Barbie Dream Playhouse
PhatMojo Selected As Yu-Gi-Oh! Master Toy Partner
Konami Cross Media NY has named PhatMojo, as the new Master Toy licensee for the Yu-Gi-Oh! brand. Jennifer Coleman, Vice President of Licensing and Marketing says the arrangement will see Los Angeles-based PhatMojo producing a full range of Yu-Gi-Oh! toys at different price points, including: playsets, action figures, plush toys, and role-play items. The initial launch of the … [Read more...] about PhatMojo Selected As Yu-Gi-Oh! Master Toy Partner
Amazon Changing the Game With Do, Re & Mi Licensing Deal
By Gary Symons TLL Editor in Chief The global play company Jazwares announced this week the release of its exclusive Do, Re & Mi product line, licensed from the Amazon original series. And while The Licensing Letter writes about product releases on a daily basis, the deal on the Do, Re & Mi warrants some special attention by readers, as it signifies a coming sea change … [Read more...] about Amazon Changing the Game With Do, Re & Mi Licensing Deal
Amazon Unveils Top Toy List For Xmas 2021
By Gary Symons TLL Editor in Chief Amazon made a list, checked it twice, and issued its top toy list for the holidays, which you can buy online whether you're naughty or nice. Amazon says its Toys We Love list is the longest its ever compiled, and it includes more than 70 family-friendly products that are found exclusively on Amazon. Many of those are new entrants in the toy … [Read more...] about Amazon Unveils Top Toy List For Xmas 2021
National Toy Hall of Fame Names 12 Toy Finalists, Including ‘Sand’
By Gary Symons TLL Editor in Chief The Strong National Museum of Play announced Thursday the 12 finalists for induction into the National Toy Hall of Fame. Weirdly, the list of top toys includes sand. Like the kind you find at the beach. The full list of finalists include American Girl dolls, the game Battleship, the game of billiards, Cabbage Patch Kids, the Fisher-Price Corn … [Read more...] about National Toy Hall of Fame Names 12 Toy Finalists, Including ‘Sand’
CoComelon Named Top Toy As Winners of 2021 Licensing Awards Revealed
The Moonbug Entertainment property CoComelon rode its soaring international popularity to a first place finish this week, named as the Top Licensed Toys or Games Range. Top Toy is always a hotly contested category in the annual awards from License Global, but CoComelon snagged to honor as its hugely popular line from Bandai and Jazwares flew off store shelves in … [Read more...] about CoComelon Named Top Toy As Winners of 2021 Licensing Awards Revealed
PlayMonster Working With Hasbro On Playskool Brands
PlayMonster has expanded its partnership with Hasbro by entering into a deal with Playskool, that will see PlayMonster strategically grow its preschool category in 2022 and beyond. Both companies will work together to expand and broaden the Playskool brand, bringing new ways to learn and play within the Playskool portfolio, while reimagining Playskool’s most beloved, nostalgic … [Read more...] about PlayMonster Working With Hasbro On Playskool Brands
How LEGO’s Monkie Kid Deal With Amazon Could Change Toy Licensing
By Gary Symons TLL Editor in Chief. LEGO is taking its first steps in a partnership with Amazon Kids+, as the hit Asian series Monkie Kid debuted on the streamer on Sept. 9. And that deal is much more than just a content agreement. In fact, it could point to a huge advantage for Amazon that changes the way toy companies look at content and product licensing, and who they choose … [Read more...] about How LEGO’s Monkie Kid Deal With Amazon Could Change Toy Licensing