The Licensing Letter

Mobile Games

McDonald’s ‘Genshin Impact’ Happy Meals Go Virtual

By Gary SymonsTLL Editor in ChiefMcDonald's is offering virtual, in-game items for its new Genshin Impact Happy Meals, instead of physical toys.As well, the restaurant chain is collaborating with the massive hit video game by bringing a variety of Genshin Impact-themed items to its menu.McDonald’s and game developer Hoyoverse announced a new partnership, starting in late … [Read more...] about McDonald’s ‘Genshin Impact’ Happy Meals Go Virtual

Who’s News: Melissa Bell Appointed EVP of Global Marketing for Warner Games

By Gary Symons TLL Editor in Chief Warner Bros. Games has just appointed former top 2K executive Melissa Bell as its EVP of Global Marketing. Prior to joining Warner Bros. Games, Melissa served as the Chief Marketing Officer of 2K, one of the world's top video game studios, where she led marketing efforts for many successful gaming brands. Bell has also held leadership … [Read more...] about Who’s News: Melissa Bell Appointed EVP of Global Marketing for Warner Games

Tetris and 7-Eleven Join Forces for Snackables and Stackables

By Gary Symons TLL Editor in Chief 7-Eleven and Tetris will be giving away thousands of Tetris mobile gaming devices, all shaped like the iconic Slurpee cup. The giveaway is the result of a collaboration between the two brands, celebrating the 40th anniversary of the Tetris mobile game. “We know our customers are passionate gaming enthusiasts who also appreciate a … [Read more...] about Tetris and 7-Eleven Join Forces for Snackables and Stackables

Mattel and Rollic Partner on New Mobile Game Based on Barbie

By Allison Watkinson TLL Reporter Mattel has entered a licensing partnership with Rollic to introduce a new, mass-market mobile game based on its Barbie brand. Founded in 2018, Rollic is a game development and publishing label that focuses on free-to-play games for iOS and Android. Rollic became a wholly-owned label of Take Two Interactive's Zynga subsidiary in 2020 … [Read more...] about Mattel and Rollic Partner on New Mobile Game Based on Barbie

Sesame Workshop Launches STEM App With Story Toys

By Allison Watkinson TLL Reporter Sesame Workshop and StoryToys have officially launched a new STEM-focused educational gaming app called Sesame Street Mecha Builders. Based on the Sesame Street Mecha Builders spinoff series, the mobile application includes reimagined robotic superhero versions of licensed Sesame Street characters like Elmo, Cookie Monster and Abby … [Read more...] about Sesame Workshop Launches STEM App With Story Toys

Lamborghini’s Racing HyperCars Featured in CSR Racing

By Allison Watkinson TLL Reporter Zynga and Automobili Lamborghini have announced a multi-year licensing agreement that names CSR Racing an official partner for Lamborghini's prototype hypercars. CSR Racing is a mobile gaming franchise from the Zynga-owned subsidiary, NaturalMotion, that focuses on racing realistically rendered sports cars. The multi-year licensing … [Read more...] about Lamborghini’s Racing HyperCars Featured in CSR Racing

IMG a Good Fit As New Licensing Agency For Tetris

By Allison Watkinson TLL Reporter The Tetris Company has appointed IMG as its international licensing representative for merchandise ahead of the Tetris gaming brand's fortieth anniversary this year. The amended agreement extends The Tetris Company and IMG's existing licensing partnership in Asia and Brazil to include additional regions across North America and … [Read more...] about IMG a Good Fit As New Licensing Agency For Tetris

Spongebob and Friends Stumble Into the Stumble Guys World

By Gary Symons TLL Editor in Chief Spongebob Squarepants has stumbled into the Stumbleverse in a licensed deal between Paramount and the Stumble Guys video game. Stumble Guys is a hugely popular mobile game played by tens of millions of people every week. The game focuses on a party battle royale game with fast-paced multiplayer gameplay, and more importantly, social … [Read more...] about Spongebob and Friends Stumble Into the Stumble Guys World

King Ice Jewelry Putting the Shine On Sonic The Hedgehog

By Gary Symons TLL Editor in Chief Video game icon and movie star extraordinaire Sonic the Hedgehog is sporting some major bling these days, thanks to a partnership with King Ice. The SEGA-owned Sonic the Hedgehog brand has launched a new collection of jewelry with their LA-based partner King Ice. TLL previously covered King Ice as a major new player in the branded … [Read more...] about King Ice Jewelry Putting the Shine On Sonic The Hedgehog