NHL Players’ Association Signs With Brandgenuity; Joester Loria to Represent IPX Brands; IMG Developing Location-Based Entertainment Program for StudioCanal
TLL Staff
Brandgenuity Scores Deal With the NHL Players’ Association in Europe
Brandgenuity, a global licensing agency, has been appointed as the exclusive licensing representative for the NHL Players’ Association across Europe.
The deal positions player-linked merchandise and brand partnerships for growth in a market where hockey’s commercial profile is rising quickly.
While hockey is still more popular in North America, roughly one-third of active NHL players are European-born, giving the league’s players a natural foothold with fans across the continent.
“Europe represents a tremendous and natural growth market for NHLPA licensing,” said the NHLPA’s Chief Commercial Officer Steve Scebelo. “Our players have deep roots across the continent, and fans there have a genuine, personal connection to these athletes. Partnering with Brandgenuity gives us the expertise and infrastructure to deliver meaningful, authentic products that reflect that connection, and to capitalize on the incredible momentum hockey is experiencing globally.”
The NHLPA says NHL games now reach audiences in more than 30 European countries, with streaming agreements expected to extend that reach to 60-plus territories. Europe is estimated to have more than 50 million ice hockey fans.
Live events have added fuel to the momentum. Both Stockholm Global Series games in 2025 sold out, and the 2026 Global Series games in Helsinki and Düsseldorf drew strong fan turnout. Looking further ahead, the announcement of a 2028 World Cup of Hockey gives the partnership a marquee event around which to build licensing campaigns.
“We are thrilled to represent the NHLPA in Europe and to help bring the world’s best hockey players closer to their fans,” said Teri Niadna, Managing Director, Brandgenuity. “The combination of a substantial European player base, surging fan enthusiasm, and marquee events on the horizon makes this one of the most exciting licensing opportunities in sports today.
“We look forward to building programs that resonate authentically across European markets,” Niadna added.
Under the agreement, Brandgenuity will manage licensing across categories including apparel, lifestyle, toys, collectibles, and experiential activations. The agency will also have access to group player rights — covering names, numbers, signatures, and likenesses of all active NHL players — as well as the ability to connect brands directly with players for advertising and promotional work.
The NHLPA represents approximately 700 players in the NHL and handles licensing, labor relations, and a range of other player services.
Joester Loria Group Takes On IPX’s Character Brands in North America
The Joester Loria Group has been named the exclusive North American licensing agency for IPX Corporation — formerly known as LINE FRIENDS — covering three of its character IP portfolios: BT21, LINE FRIENDS, and minini.
The New York-based agency will lead licensing strategy, retail development, and brand partnerships for all three properties across the United States and Canada.
The appointment strategically consolidates a diverse stable of character brands under a single North American representative at a moment when demand for emotionally driven, personality-led merchandise is accelerating, particularly among younger consumers.
“We are excited to represent IPX in North America,” said Debra Joester, president at Joester Loria Group. “Their dynamic portfolio of properties are poised for success as character culture is thriving and the demand for emotionally led brands is rapidly growing with Gen Z and millennial consumers.”
The most high-profile of the three properties is BT21, developed in collaboration with global K-pop group BTS. The brand has already demonstrated crossover appeal in fashion and beauty, with past collaborations including Converse, Dr. Martens, Uniqlo, Anti Social Social Club, and Kitsch.
LINE FRIENDS, the older and perhaps better-known property, began as a set of emoji stickers on the LINE messaging app before evolving into a lifestyle brand with three U.S. flagship retail locations in New York City and Los Angeles, and a multi-year partnership with global retailer Miniso. The brand is currently in the early stages of a 15th anniversary celebration, set to run through 2027, anchored by its original character, BROWN.
Rounding out the portfolio is minini, a newer sub-brand targeting Gen Z consumers with what IPX describes as “trivial cuteness” — a blend of unexpected charm and irreverent humor expressed through plush toys, keychains, and collectibles.
An IPX official cited JLG’s industry relationships and track record in scaling licensing programs as key factors in the selection.
“We are thrilled to partner with Joester Loria Group to take our portfolio to the next level in North America,” IPX said. “JLG is one of the most respected and results-driven licensing agencies in the industry, with a proven track record of building and scaling world-class IP programs.
“With deep expertise in brand strategy, retail development, and licensee management, JLG brings a wealth of industry relationships and market knowledge to successfully elevate our program.”
IMG Licensing to Develop Real-World Experiences Around STUDIOCANAL’s Film Library
STUDIOCANAL has appointed IMG Licensing as its worldwide representative for location-based entertainment and experiences. Under the agreement, IMG will work to translate STUDIOCANAL’s catalogue of film IP into physical attractions and immersive events for audiences around the globe.
STUDIOCANAL is one of the top film and television studios in Europe, and is owned by the French media group CANAL+.
The scope of STUDIOCANAL’s library gives the partnership immediate name recognition to work with. The deal covers global franchises and catalogue titles including Terminator 2, the first three Rambo films, and Evil Dead; all properties with established and passionate fan bases that have historically proven receptive to experiential activations.
“Amid the accelerating global appetite for immersive, experience-driven engagement, STUDIOCANAL’s rich and expansive portfolio presents a compelling foundation for the development of sophisticated location-based entertainment rooted in globally resonant intellectual property,” said Tim Smith, Senior Vice President, IMG Licensing. “We are excited to translate these narratives beyond the screen into thoughtfully conceived, real-world environments that not only captivate audiences but also cultivate enduring brand equity.”
Smith says IMG will pursue partnerships across a range of formats, including themed attractions, pop-up experiences, exhibitions, and large-scale immersive events, working with operators and venue developers in key markets worldwide.
“We are thrilled to partner with IMG Licensing to expand STUDIOCANAL’s presence in the rapidly growing location-based entertainment sector,” said Valerie Rolandez-Barrios, SVP of IP Licensing & Partnerships at STUDIOCANAL. “IMG’s deep expertise and global reach make them the ideal partner to bring our iconic films and characters to life through meaningful, high-quality experiences for audiences everywhere.”
The appointment comes amid a broader trend among major content owners seeking to extend IP value beyond traditional screen distribution, as the global location-based entertainment market continues to attract significant investment from developers and operators.
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