The Licensing Letter

toys and games

Barbie Announces International Women’s Day Celebrations

By Allison Watkinson TLL Reporter Mattel is introducing a licensed Barbie Dream Team collection in celebration of International Women’s Day on March 8, 2026. “Barbie has always championed the belief that girls can be anything,” said Mattel’s head of Barbie, Nathan Baynard. “From astronauts to CEOs, Barbie has broken barriers and redefined what’s possible—igniting … [Read more...] about Barbie Announces International Women’s Day Celebrations

The World Comes to Play at Toy Fair New York This Weekend

Allison Watkinson TLL Reporter The America's largest trade show for the toy industry gets underway this weekend, with hundreds of creative toy companies showing their wares at the 120th annual Toy Fair. The annual event, produced by The Toy Association starts this Saturday, February 14, with a ribbon-cutting ceremony and a parade of costumed mascots from various … [Read more...] about The World Comes to Play at Toy Fair New York This Weekend

Kids Preferred and Toho Stomp into Toy Aisle with Godzilla Plush

By Allison Watkinson TLL Reporter Kids Preferred has signed a licensing agreement with Toho International to produce a line of Godzilla plush and soft toys. Per the terms of the partnership, Kids Preferred will develop a collection of stylized plush and soft toys based on characters and creatures from the kaiju franchise. The company plans to draw from Toho's expansive … [Read more...] about Kids Preferred and Toho Stomp into Toy Aisle with Godzilla Plush

Build-A-Bear and Sanrio Build New Hello Kitty and Friends Workshops

By Allison Watkinson TLL Reporter Build-A-Bear Workshop and Sanrio are expanding their Hello Kitty and Friends partnership to bring licensed experiences to new retail locations nationwide. The new locations are set to open at the American Dream shopping center in New Jersey and Mall of America in Minnesota beginning in early 2026. Each licensed Workshop offers a selection … [Read more...] about Build-A-Bear and Sanrio Build New Hello Kitty and Friends Workshops

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

Tonies and Pikachu Press Create Pokémon Audio Content

By Allison Watkinson TLL Reporter Tonies and Pikachu Press have announced a partnership to bring licensed Pokémon content to the Toniebox storytelling system. The collaboration will introduce immersive Pokémon-themed stories in an audio format created exclusively for the Toniebox by the Pikachu Press publishing imprint. “Welcoming Pokémon to the Toniebox platform is a … [Read more...] about Tonies and Pikachu Press Create Pokémon Audio Content

Little Tikes and Hasbro Create Dreamy Peppa Pig Toys

By Allison Watkinson TLL Reporter MGA Entertainment's Little Tikes Company is teaming up with Hasbro to create a collaborative toy collection for Peppa Pig. The full Peppa Pig product line includes a Little Tikes Story Dream Machine starter pack, a Friendship Collection story pack and a licensed playhouse. “Peppa Pig has become a beloved character for children and families … [Read more...] about Little Tikes and Hasbro Create Dreamy Peppa Pig Toys

Rocket Licensing Appointed as SuperThings UK Agent

By Allison Watkinson TLL Reporter Rocket Licensing has been appointed to manage SuperThings licensing program across the UK and Ireland by the brand's owner, Magicbox. SuperThings is a toy brand that currently includes more than 80 collectible character toys at a variety of price points. Since Magicbox first launched the brand in 2018, it has expanded its reach with … [Read more...] about Rocket Licensing Appointed as SuperThings UK Agent

Hasbro Selects Jasnor as Peppa Pig Partner for ANZ

By Allison Watkinson TLL Reporter Hasbro has appointed Jasnor as the master toy distribution partner for Peppa Pig across Australia and New Zealand. "Peppa Pig remains a beloved brand with exceptional awareness in both markets and has been especially top-of-mind for Australian and New Zealand audiences following the exciting news of Mummy Pig’s pregnancy and birth of … [Read more...] about Hasbro Selects Jasnor as Peppa Pig Partner for ANZ