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June 2010 Volume 5, No. 4


22 sports Licensing Lets Fans Be part of the team by Laurie Leahey

30 more than Hardcore:

the Growth of Video Game Licensing by Paul Narula

38 CpLG repositions,

rebrands for Growth by Nancy Lombardi

40 all about the app by Laurie Leahey

42 the rise of 3-D by Chris Adams

44 Licensing show 2010:

the Industry, Licensing show evolve by Chris Adams

46 Licensing show 2010 compiled by Laurie Leahey and Paul Narula Cover by Design eDge


On this Page (frOm the tOP): Mandalay bay Convention Center; new york Times Wine Club wine, represented by MoDA Licensing; Fox’s glee; Classic Media’s Tinga Tinga Tales; Artlist’s The Dog, The Pig, and The Cat, represented by 4Kids entertainment; and King Features’ bazooka Joe

4 Observations & Opinions 6 The Ticker 12 Real Deal 16 Essence of Style 18 Royaltie$ Marketplace: Kellogg’s 20 Mavericks in the Market: David Luner 82 You’re Hired! 84 Royaltie$ Challenge 85 Calendar of Events 86 Endcap



by Andy Krinner


Year Two in Vegas


elcome back to Las Vegas

ters. But they have to change their play-

for the International Licens-

book a little as well.

ing Expo. Recently, I’ve

A license no longer needs to be sup-

been trying to conjure up some visions

ported with just TV or a movie or a

of the future in order to give encourage-

book. There are other ways to assure

ment to our industry, which has suffered

consumer interest in a property. Web-

through another less-than-stellar year.

sites can be as effective as traditional

Unfortunately, the oracle I use to make

media in getting the attention of masses.

my biggest decisions, my Magic 8 Ball,

An added plus is being able to target

keeps giving me answers like, “reply

particular demographic groups with pre-

hazy, try again,” “cannot predict now,”

cision and accuracy. Mobile apps are all

and “ask again later.”

the rage now and can generate a huge

While some are purporting that we

amount of interest in a particular prop-

are now out of the tough times and can

erty. And every day there seems to be a

go back to business as usual, my

new MMOG with a built-in audience. If

sources are telling me that’s not quite

this area of expertise is foreign to your

so. However, we are seeing some signs

business plan, then it’s time to educate

of the business moving in a more pos-

yourself or add someone to your organ-

itive direction lately. Retail numbers

ization who has more than a casual un-

are no longer spiraling and in some

derstanding of the potential that all of

months are actually showing some

that technology has to offer.

movement upward.


In the meantime, I expect to see smil-

This could be linked to what appears

ing faces on the show floor because, if

to be a healthier stock market. If the

nothing else, we are an industry that

economy continues to improve, our

knows how to make lemonade when

business will be directly affected. Con-

we’re handed lemons. Couple that with

sumers spend more when they feel the

the fact that we work in what could be

economy is strong and they still feel a

considered one of the most fun and in-

connection to their favorite brands. Al-

novative industries and it’s a little eas-

though retailers continue to be hesitant

ier to turn that frown upside down. I

to take on new properties with no track

look forward to spending time with

record, that could change as licensed

friends both old and new at Licensing

merchandise starts selling at their regis-

Summer Camp in Vegas!





229 WEST 28TH STREET, SUITE 401, NEW YORK, NY 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 Royaltie$ is published 12 times a year by aNb Media, Inc. Copyright 2010 aNb Media, Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. Royaltie$ is a registered trademark of aNb Media, Inc. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of Royaltie$ management.

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Saban buyS back Power rangerS Haim Saban has bought back the worldwide rights to Power Rangers from its current owner, The Walt Disney Company. Financial terms of the deal were not disclosed but numerous media outlets are reporting that it’s estimated at $100 million. In 2001, Disney acquired the Power Rangers as part of the purchase of Fox Family Worldwide, the media business Saban then co-owned with Fox, for $2.9 billion. In addition, Saban’s company, The Saban Capital Group, just announced a deal to air the Power Rangers on Nickelodeon. Starting this fall, Nickelodeon’s Nicktoons will begin airing existing episodes with new episodes expected in 2011. Saban Capital also announced that it has signed a new deal with long-time Power Rangers licensee Bandai Namco for toys and video games. Under the deal Bandai America will continue its nearly 20-year tradition of developing action figures, playsets, roleplay items, and more for the Power Rangers brand worldwide. In addition to Bandai America developing and manufacturing new toys for the American market, Bandai Europe will also continue to produce and distribute the Power Rangers toy line across the continent. Further, as part of the agreement, D3Publisher of America, Inc., will produce video games for the Power Rangers brand.

bravado PartnerS with the rolling StoneS Bravado has partnered with The Rolling Stones to create an extensive line of merchandise commemorating the re-release of the group’s seminal recording, Exile on Main St. Exile on Main St., a double-LP originally released in May 1972, has been digitally remastered and will be re-released on May 18 by Bravado parent Universal Music Group. The rerelease also features 10 new tracks. To commemorate, Bravado will launch an extensive line of Exile on Main St.- and bandinspired merchandise that will feature more than 60 premium items, which is the only official line of Rolling Stones merchandise available to the public created in collaboration with the band. The line, which will be available worldwide through such leading retailers as Bloomingdale’s, Target, H&M, Hot Topic, Cache Cache, and Zara International, among many others, ranges from exclusive T-shirts, caps, and sweatshirts, to collectible, limitededition luxury goods such as leather jackets, and an ebony collector’s box with a Chrome Hearts-designed Rolling Stones jeweled emblem and autographed lithographs. Moreover, as part of the activities surrounding this campaign, the Bravado suite of Exile on Main St. items will be featured in the windows of New York City’s flagship Bloomingdale’s department store later this month. The line will also include a special “As Worn By” selection, which features copies of actual clothing worn by band members.

the original double LP release of Exile on Main St.

360eP announceS we tv and wedding central aS new client WE tv and Wedding Central announced that it will begin a licensing program at the women-targeted networks to extend the brands from their multiplatform offerings directly into viewer’s lives and homes. 360ep, Inc., will exclusively represent the networks for all licensing initiatives. 360ep will seek out opportunities to create consumer products based on the shows on WE tv and Wedding Central, including Bridezillas, My Fair Wedding, Raising Sextuplets, and The Locator, among others. The wedding programming showcased on these networks



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lends itself to licensing tie-ins with manufacturers of stationery, reception décor, china, gifts, bridal dresses, and accessories. In addition, 360ep will explore licensing opportunities in categories such as apparel, games, mobile content, and novelties.

4Kids EntErtainmEnt sucKs up nEw animation propErty 4Kids Entertainment has been appointed the licensing agent for Suckers, a new HD animation from BRB Internacional, across the U.S., Canada, UK, and Ireland. Suckers comprises 104 shorts which are two minutes in length. Each Suckers episode depicts the world through the eyes of the Suckers, a peculiar group of toys that are attached to the rear windows of cars. The property is targeted to kids ages 6–12 and features unique, anarchic humour but no dialogue. The storylines reflect day-to-day life in any big city. The show has been airing on Disney XD in the U.S. since February. Spain commenced airing in April and Disney XD channels across the rest of Europe, the Middle East, and Africa will follow suit shortly.

cBs consumEr products LinEs up LicEnsEEs undEr tELEvision city BannEr CBS Consumer Products secured deals with seven new partners for its Television City banner—the umbrella branding for its classic television library. The new agreements will introduce a full range of products from glassware to Bluetooth headsets. With more than 150 of television’s most beloved shows, including Cheers, Beverly Hillbillies, The Little Rascals, and The Love Boat, these deals set a course for the expanding Television City brand over the next two years. Television City will get an extra boost in 2010 with milestone anniversaries for popular shows including The Andy Griffith Show (50th); Beverly Hills, 90210 (20th); and Twin Peaks (20th). Alltru will be manufacturing men’s, women’s, and boys’ T-shirts, available in the U.S. this summer, based on the following properties: Beverly Hills, 90210; Cheers; Happy Days; Family Ties; Frasier; Joanie Loves Chachi; Melrose Place (classic); Solid Gold; Twilight Zone; Twin Peaks; Walker Texas Ranger; and Webster. Arc International will be manufacturing glassware and bar accessories available in the U.S. and Canada this fall, based on the following properties: Cheers, Brady Bunch, Happy Days, Laverne & Shirley, and Twilight Zone. Bang-On T-Shirts will be manufacturing heat transfers available in the U.S., Canada, Asia, and Europe this summer based on the following properties: Beverly Hills, 90210 (classic); Melrose Place (classic); Mighty Mouse; Twilight Zone; and Twin Peaks. Earloomz will be manufacturing Bluetooth headsets available in the U.S. this summer based on the following Television City properties: Mighty Mouse, Twilight Zone, Happy Days, and The Little Rascals. JCorp will be manufacturing T-shirts and sleepwear available in Canada this summer for Mighty Mouse. LTL Prints will be manufacturing removable wall art available in North America this summer based on Mighty Mouse; Cheers; Brady Bunch; Happy Days; Beverly Hills, 90210; Melrose Place (classic); Mork & Mindy; Solid Gold; Rawhide; Gunsmoke; Wild Wild West; and Have Gun, Will Travel. Rasta Imposta will be manufacturing costumes available in the U.S. this fall based on Brady Bunch, The Love Boat, and Mork & Mindy.



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Jack Friedman: July 9, 1939–may 3, 2010 Jack Friedman passed away May 3, 2010, from complications caused by a rare blood disease at age 70. Friedman was a pioneer in the toy, licensing, and video game industries. Many years ago, while working for toy rep company Norman J. Lewis, Friedman had an idea for a product. The two men started LJN Toys, Norman J. Lewis’ initials backwards, which was the manufacturing arm of the company. They went on to license the first WWF toys, Michael Jackson dolls, and E.T. toys for the movie. LJN was acquired by MCA Universal in 1985. Friedman then founded the video game company THQ, Inc., which originally stood for Toy Headquarters. From there, Friedman founded Jakks Pacific in January 1995. He served as its chairman and CEO through March 31, 2010. Under his leadership, the company has grown into a top five U.S. publicly traded diversified toy company. Friedman was a generous philanthropist and supporter of the company’s Jakks Cares program, which has benefited organizations such as The Toy Industry Foundation, Camp Ronald McDonald for Good Times, The Special Olympics, Feed the Children, Boys & Girls Clubs of America, Marine Toys for Tots, and more. Under the program, the company has donated more than $40 million worth of toys and school supplies to children around the world. Friedman, of Thousand Oaks, Calif., and originally from Queens, N.Y., is survived by his wife Karen Friedman and his children, Brooke Porter and her husband Tom, and Tony Friedman, as well as his stepchildren Shannon and Andrew Farrell. Jakks CEO Stephen Berman said in a statement, “Jack was a legendary toymaker and a real titan in our industry. He dedicated his talents to Jakks Pacific for 15 years and he will be sorely missed.” In addition, Jakks’ board of directors said in a statement, “We are greatly saddened by the passing of Jack Friedman. He was a visionary leader who guided the company with wisdom and keen judgment. Toys were his passion and his legacy will live on in Jakks Pacific.” Jakks Pacific asks that, in lieu of flowers and in honor of Friedman’s 50-year commitment to the toy industry, anyone interested in making a donation contact The Toy Industry Foundation at www.toyassociation.org; or Toy Industry Foundation 1115 Broadway, Suite 400, New York, NY 10010; or at (212) 675–1141 to pay by Friedman loved golfing and was very proud of phone with a credit card. his yo-yoing skills.

Jack Friedman

Friedman with Jakks co-founder Stephen Berman ringing the closing bell at NASDAQ

Friedman with Disney’s The Cheetah Girls at Toy Fair



For licensing and retail opportunities contact:

The Joester Loria Group 212.683.5150 info@tjlgroup.com

Licensing International Expo Booth #5058


To celebrate the 50th anniversary of The Andy Griffith Show, CBS Consumer Products and Front Row Motorsports have created a commemorative NASCAR Racecar as a part of the celebration. This new car will debut at the NASCAR Banking 500 Race. It will be driven by driver Travis Kvapil.


Partnering with Universal Partnerships & Licensing, I-Play has announced the launch of the Fast & Furious: Adrenaline iPhone and iPod touch game. This is the seventh installment in the Fast & Furious mobile racing franchise. Players will be able to share their experiences via social network and connectivity features, as well as upload videos of their fastest races to Facebook and YouTube. The game also features wi-fi and Bluetooth multiplayer functionality.


The Atlanta Cutlery Corp. and Museum Replicas will be developing a full range of collectibles for the Universal Pictures’ film Robin Hood, which was released last month. The upcoming line will include full-scale helmets, weapons, costumes, and other props inspired by the film, including equipment based on the equipment used by characters such as Robin Hood and the Sheriff of Nottingham. The first collectible in the series is the Robin Hood Hero Sword from Museum Replicas.


Discovery Communications has announced that it has entered into a global licensing agreement with Bonnier Publishing, a publisher of children’s books. Through the deal, Bonnier will develop an extensive line of Animal Planet-branded books that will retail in spring 2011. The program will include a wide variety of books appealing to children from ages 3–13, in formats such as novelty, reference, and activity books featuring both domestic and wild animals.


Pacific Entertainment Corporation has signed United Legwear Company as the exclusive legwear licensee for the Baby Genius brand in the U.S. and Canada. The Joester Loria Group, exclusive licensing agency for Baby Genius, brokered the deal. The three-year agreement grants United Legwear the rights to manufacture and distribute Baby Genius-themed infant and toddler legwear products featuring the Baby Genius characters and imagery. Other products in the line include blankets, bibs, body suits, socks, tights, leggings, and more.




IMC Licensing has negotiated a new licensing agreement for Sunkist Growers. Sunkist will team up with Los Angeles-based Titan Foods to produce a new line of real dried fruit for healthy snacking. Sunkist Dried Fruit consists of dried mangoes, cranberries, tart cherries, and blueberries. The dried fruit snacks are available in retail grocery stores and club stores across the U.S.


Stationery publisher Torre has expanded on its licensing agreement with Cosmic Debris, home of brands such as Emily the Strange. A long-time licensee in Chile, Torre will now be offering Cosmic Debris-licensed merchandise in Mexico thanks to a new agreement with the brand’s global licensing agency, Gator Group. The new line of products for Mexico will continue to feature popular Emily the Strange quotes and imagery. Other licensees for Emily the Strange include Dark Horse Comics, Chronicle Books, and HarperCollins.


Telemundo has teamed up with a number of new licensees for the television channel’s multiple Hispanic-oriented brands. The Richline Group will produce fine and costume jewelry based on the Club de Noveleras, El Clon, Donde Esta Elisa, and La Reina Del Sur brands. IDT Telecom has created Telemundo-branded prepaid calling cards to Mexico and Latin America. The first cards feature the Futbol Estela brand. Arrow Home Fashions will design and manufacture bedding, window treatments, bath accessories, towels, and table linens for adults and children under the Mujer de Hoy and Futbol Estelar brands. These deals were made by Big Tent Entertainment, which is the licensing agent for Telemundo.


Stone America Licensing has been named the licensing agent for the Yak Pak student fashion bag company. Stone America will be offering manufacturers and retailers a full array of licensed categories to work in, including school supplies, stationery, apparel, and social expressions.

Arrow Home Fashions


The Dimensional Branding Group (DBG) has announced that it has been chosen as the official licensing agency for the Professional Bowling Association (PBA). The PBA consists of almost 4,300 members worldwide, including pro shop owners and workers, teaching professionals, and professional bowlers. The PBA also oversees competition in tours such as the PBA Tour, PBA Women’s Series, PBA Senior Tour, and PBA Regional Tours. DBG will be developing a number of new consumer product lines for the PBA.



Surf Shoes

Converse and surf artist Drew Brophy have teamed up to present the Brophy Summer 2010 Chuck Taylor collection featuring Brophy’s signature work of waves, sunshine, and other bright, colorful summer images on the iconic Chuck Taylor blank canvas. The collection includes footwear for the entire family, and is available at Converse retailers nationwide, including Journey’s, select Nordstrom locations, and Converse.com.

The Smell of Iron Man

Marvel Entertainment LLC partnered with Diesel, fragrance licensee of the luxury products division of L’Oréal, to launch an exclusive cobranded men’s fragrance tied to the release of Iron Man 2. The new Diesel fragrance, Only The Brave—Iron Man Limited Edition, is available worldwide at high-end retail, including perfumeries, department stores, and Diesel stores.

Recycled Jewelry

Save the Earth Foundation signed a licensing agreement with Cangles LLC for recycled jewelry utilizing the Save the Earth logo and trademarks. Cangles handcrafts these eco-friendly bracelets from recycled aluminium cans. Products are available at www.CanglesStore.com. Synergy Licensing brokered the deal on behalf of its client, Save the Earth Enterprises.



Cool School Bags

Global Design Concepts (GDC) is introducing Double Sided Messenger Bags for back-to-school. The bags feature dual compartments on each side to offer twice the space of a regular messenger bag. Each compartment comes with its own flap so books, pens, and lunches are protected. The Double Sided Messenger Bag is available in three sizes and is offered in designs featuring kids’ favorite characters from Nickelodeon and Disney properties, including iCarly, SpongeBob, The Wizards of Waverly Place, Tinker Bell, and The Jonas Brothers. For tweens, designs from the Bongo brand are also available.

Bella Sara Fashions

Bella Sara entered into a licensing partnership with Berkshire Fashions, Inc., to design and produce a variety of brandcentric accessories. The new line will include headwear, cold-weather accessories, hats, scarves, hosiery, slipper socks, raingear, and packaged panties. The two companies will work together to combine Bella Sara’s positive messaging and beautiful imagery. The products will feature an array of designs complete with fans’ favorite horses.



n a bowl with milk, in a toaster, coated in melted marshmallows…Kellogg’s products have been a part of almost anyone’s life in one way or another. The global company is 104 years old and over the course of one century has developed a number of important food brands that most consumers can name without a second thought. From the classic Corn Flakes cereal to the newer Morningstar Farms brand, Kellogg’s has covered a wide scope of food categories and has maintained a number of successful brands that are staples of the grocery store. Thanks to Kellogg’s diverse presence in the food market, the company has been able to create a strong and comprehensive consumer products program that takes advantage of the brand’s diversity of sub-brands. Brand Central Group has helped Kellogg’s focus its licensing ventures on products associated with convenience and family fun, as well as products that can help reinforce brand affinity and recipes for existing Kellogg’s products. In addition, nostalgia adds weight to many of Kellogg’s brands. Many of today’s adults grew up eating Froot Loops and Frosted Flakes, Eggo Waffles, and made Rice Krispies Treats themselves and continue to purchase these products now that they do their own grocery shopping. This gives consumers a strong connection to Kellogg’s brands and has helped establish the success of the Kellogg’s licensing program. Kellogg’s has a number of deals in place to further enhance its consumer products program. Brand Castle is producing a line of activity kits to provide parents and children with fun activities that utilize Kellogg’s products. Zrike will be handling tabletop goods. Weldon Owen is developing a line of cookbooks based on Kellogg’s products. Zevro has developed a Special K cereal dispenser. Junk Food will be handling graphic tees and apparel. Rasta Imposta has developed costumes based on Kellogg’s mascots. Brand Central Group will continue to put together new licensing deals for the brands. As long as consumers continue to trust this century-old brand, the Kellogg’s licensing program will continue to flourish.



Fast Facts ° In 2001, the U.S. military dropped 2.4 million Kellogg’s PopTarts in Afghanistan during the war.

° Eggo has been using the phrase “L’eggo my Eggo” since the 1960s.

° Kellogg’s Corn Flakes was the first Kellogg’s cereal. It was created when W.K. Kellogg accidentally overcooked a batch of wheat and tried the results.

° Tony the Tiger has been on Frosted Flakes boxes since he was first introduced in 1952.

° According to Kellogg’s research, roughly 40 percent of all Kellogg’s Rice Krispies purchases are used for making Rice Krispies Treats.


Zevro has developed an exclusive cereal dispenser for Kellogg’s cereals, featuring the Special K brand. This dispenser is part of the Special K initiative to help consumers lead healthier lives. Zevro’s dispenser is designed to help Kellogg’s consumers who are taking the Special K challenge to lose weight.

Brand Castle

Brand Castle has introduced three new activity kits for Kellogg’s. These kits will let kids and parents expand on cooking activities with Kellogg’s products such as Rice Krispies and Keebler cookies. Children can customize and shape their Rice Krispies and Cocoa Krispies treats or create colorful painted cookies.

Junk Food

Junk Food will be handling T-shirts and apparel for the Kellogg’s brands. The shirts will be in a retro style to evoke the classic feelings associated with the long-time brands from Kellogg’s.

Weldon Owen

Weldon Owen will be producing a full line of cookbooks, teaching consumers to cook with Kellogg’s products in new ways. The cookbook line will start with The Veggie Burger Cookbook, based on the MorningStar Farms veggie burgers, as well as The Rice Krispies Treats Cookbook to help consumers expand on a classic recipe.

Rasta Imposta

Rasta Imposta has signed on to produce a line of costumes that will allow kids to dress up as their favorite Kellogg’s mascots, such as Tony the Tiger from Frosted Flakes and Toucan Sam from Froot Loops.


Zrike’s new tableware will feature the Rice Krispies mascots Snap, Crackle, and Pop. The tableware sets include bowls, mugs, plates, saucers, cups, and more.




DAVID LUNER by Paul Narula

hen your first job out of graduate school is to manage a sticky, squishy glob that can make rude noises, you might not think of that as a good thing. Then again, it worked out quite well for David Luner, senior vice-president, interactive and consumer products for FremantleMedia Enterprises. He started his career as the product manager for the Nickelodeon activity line, specifically working on the Gak brand for Mattel. From there, Luner went on to work at Spectra Star, the kite and flying toy division of Marvel/Toy Biz. Here, Luner worked with a number of major licensees. Luner’s first step into the licensing agency side of the licensing business came after eight years on the manufacturers’ side, when he stepped into the position of vice-president of licensing and new business development at Moon Mesa Media Licensing Agency. His job there brought him in touch with Olivier Gers at FremantleMedia, who was looking for a way to boost the company’s consumer products presence. It wasn’t long before Luner was brought on to help Gers build that part of Fremantle in 2003. “When I was brought on board, we were a two-person consumer products team,” says Luner. “It was a special opportunity to build a team, a division, and a culture for approaching licensing on behalf of a major entertainment company.”



David Luner, FremantleMedia Enterprises Burbank, California www.fremantlemedia.com

Luner proceeded to do exactly that, helping develop the conContact through Sunshine, Sachs, and Associates sumer products and licensing Lainie Rosenthal: (212) 691–2800 programs for a large number of Clients: Rebecca Bonbon, Golden FremantleMedia’s brands. His Boy, The Price Is Right, Family experience on the manufacturer’s Feud, American Idol, The X Factor side of the business encouraged him to think of licensing as a two-way street. “Although we are driven by the break into a number of new spaces. The combottom line, we are very conscious to create pany has recently launched a game on Facebook based on the Family Feud brand. The game is one of the top 50 games on Facebook, “hopefully opening the door for many more of our brands to enter this exciting space in the near future,” according to Luner. Luner is confident in Fremantle’s future in all markets. The company is on the cusp of releasing a significant retail program for Rebecca Bonbon. It also has a number of new television brands, such as Let’s Make A Deal and The X Factor. FremantleMedia has also Luner has worked created a new children’s programming diviwith brands such as The X Factor and sion that will expand its scope. American Idol. FremantleMedia’s third-party licensing port‘win-win’ scenarios folio has expanded with L.A. Ink, Miami Ink, with our licensees American Chopper, and Golden Boy from and build lasting rela- Oscar De LaHoya. Luner believes that relationships,” says Luner. tionships forged in the business remain the Luner has also had a most important aspect of licensing. “After 17 significant hand in FremantleMedia’s forays years in the business, the one assurance is into the world of interactive licensing. The that everyone will cross your path more than interactive category is developing rapidly and, once,” says Luner. “Some deals are successfor Luner, that means possibilities are develop- es and others may not live up to expectations, ing just as quickly. Fremantle has a chance to but relationships are always constant.”


Sports Licensing Lets Fans Be Part of the Team

by Laurie Leahey o to any sporting event and look at the crowd. Chances are everyone is wearing or waving something with team colors and logos on it. People aren’t required to wear this uniform. They wear the jerseys and the hats, they wave the flags and the foam fingers because they are fans. “People have passion and fandom for a particular sport or an athlete and they want to show their affinity by wearing a jersey or a hat or buying a product that shows that they’re a fan,” says Chris Brush, vice-president of marketing, ESPN. However, the fandom doesn’t stop once the game or race or fight ends. It’s true that most fans purchase apparel (jerseys, T-shirts, caps) and that most of this apparel is worn, some of it even purchased, on game day. But fans aren’t just fans a few days a year. They are fans 365 days a year and they want to incorporate their fandom in all aspects of their lives. From apparel to headphones, sports leagues are delivering new ways for fans to be fans at all times. Fans like to wear jerseys and T-shirts emblazoned with their favorite team’s name, but buying a jersey is like buying a car, according to Dave McCarthy, vice-president, integrated marketing, NHL Licensing. “You buy a car but once every five years. You may buy new floor mats or fuzzy dice, but you’re not going to buy a new car. Same thing with our jersey. You buy the jersey, it’s durable, and there’s no need to replace it every year.” Because of this, sports leagues continue look-

From Field to Product



licensed products, NASCAR. ing for ways to give fans “It’s not just logo something new. slapping. Are For the NBA, there things we it’s all about crecan use with all of ating licensed the different immerproduct for every sive aspects of the aspect of a fan’s life. sport? We try to figure out “The most significant trend a way to utilize those is accessibility,” says Vicky assets and create unique Picca, senior vice-president opportunities.” of licensing and business Unique product and affairs, NBA. “We strive to opportunities are what offer something for everyothers in the industry are one.” For fans on-the-go, looking for, as well. Jeff there are online and mobile Whalen, senior viceNBA games. For kids, there’s ESPN and the NBA introduced a copresident and general a new trading card game, branded merchandise collection inspired manager, Latin America, Adrenalyn, with licensee by the NBA on ESPN RV ad campaign. Asia Pacific, & Third Panini. Music lovers can buy NBA-branded headphones, and homebodies Party Licensing, Warner Bros. Consumer can use the NBA Protoast Toaster, from Products (WBCP), believes that over the next Pangea Brands, which leaves the team’s logo 10 years, consumers will see a change in sports-licensed product. “We’ll move from on every slice of bread. Many sports leagues are able to utilize the straightforward badging and cresting to the personalities of the athletes in order to bring use of really creative and new artwork—syman authentic experience to branded product. bols, icons, typography, expressions, and colWorld Wrestling Entertainment (WWE) ors,” he says. For WBCP’s soccer club superstars have their own unique looks and brands, Whalen says the company sends cresignature moves, which can be translated into ative teams to each club’s city to meet with licensed product, such as new action figures the players and the management, visit the stafrom licensee Mattel. NASCAR also leverages diums, and draw upon the city itself for inspithe personalities of its drivers into product, ration, creating a unique style guide for such as GPS devices from licensee licensees. “We’ve been able to do a lot more Transplant GPS that feature voices of inspirational work by moving away from the favorite drivers. “Our drivers have unique crest and logo of the team or enterprise,” he personalities and fans pick up on that,” says says. “The crest is not the most prominent Blake Davidson, managing director of feature of our product.”

Global Brands Group (GBG) also looks for ways to go beyond logos for licensed FIFA product. “While most FIFA fans want to be associated with the event and lend their support to FIFA, they also want to support their national team, so we have a National Supporters program, which celebrates the various teams through colors, slogans, and relevant iconography,” says Mark Matheny, co-chairman of GBG. Unfortunately, people love sports and sports-licensed product so much that the market for unofficially licensed sports product has grown. “It’s a constant factor in our business,” says NHL’s McCarthy. “People aren’t knocking off stuff that people don’t want. In some ways, it’s a little flattering that we’ve achieved that status but in other ways it’s a significant impact to our business. We’ve seen some fairly sophisticated counterfeit jerseys in the marketplace.” As the world gears up to watch the 2010

Keeping It Real

WWE action figures from Mattel



FIFA World Cup in South Africa this month, the Chief Marketing Officer (CMO) Council will be studying licensing violations, brand fraud, and trademark infringement around such megasports events. Since January, officials in South Africa have seized nearly $6 million of counterfeit FIFA World Cup and Premier League merchandise. The CMO Council also reports that at the 2010 Winter Olympics in Vancouver earlier this year, some 12,000 tickets worth $3 million were lost in a scam. The Coalition to Advance the Protection of Sports logos (CAPS) has seized more than 9 million pieces of illegal merchandise featuring the logos of professional sports teams, colleges, and universities since 1993, valued at more than $329 million. It takes a lot of policing among each sports league and organization to make sure counterfeit goods are confiscated, but consumers must also be educated on what is and isn’t officially licensed product. For years, sports leagues have been using holograms on licensed product (whether as a sticker on a hat or part of the hangtag) to denote officially licensed status. Florence DiGiorgio, vice-president of global licensing, WWE, says that by now, most fans are not only aware of the hologram program, but consider the hologram a part of the product. “If you look at people, especially in sports leagues, they love to keep their hologram sticker on their caps to show people that it is an officially licensed product,” she says. Consumers are looking for the holo-

NASCAR fans can participate in online racing competitions on iRacing.com.

grams, but if they are NASCAR fans, they’re seeking out the holograms because they also want free stuff. NASCAR’s hologram program is also a rewards program, similar to what Coca-Cola does with its Coke Rewards program. Every NASCAR-licensed product has an official hologram on it that comes with a unique code used for tracking and enforcement purposes. But when consumers enter that code at NASCAR.com’s hologram rewards center, they can redeem the code for trips to events, screensavers, video downloads, and NASCAR merchandise. Even though physical rewards are a great incentive for fans to purchase officially licensed product, the real reason fans seek out sports-licensed product at all is because they want the emotional reward of belonging to a team and showing off their fandom. Sports leagues hope to bring the excitement of the game and the unique personalities of the sports stars to licensed product that will make proud fans even prouder.


The sports licensing category serves the fans who want to take their fandom to the next level. Not just for game day, sports-licensed product allows fans to integrate their love of the game into every aspect of their lives. Here is a sampling of new sports-licensed products.


Mattel and WWE joined forces to launch a comprehensive portfolio of WWE action figures and accessories. The line, which debuted in January, includes the FlexForce action figures for young fans and the Elite and Entrance Great figures for collectors. Other products designed for kids include Superstar Rings, Championship Belts, Ring Action Megaphone, and motion-activated Tough Talkers that deliver WWE superstar catch phrases and sounds.


NASCAR has a variety of new licensing deals for 2010. The NASCAR Hall of Fame opened on May 11 in Charlotte, N.C., and has led to a new line of NASCAR Hall of Fame-licensed merchandise. Also in May, NASCAR and Morgan RV Resorts opened 13 NASCAR-branded RV resort and campground locations. The goal is to open 500 more over the next 10 years.




To celebrate the Los Angeles Lakers’ 15th championship, the NBA unveiled a line of commemorative merchandise, including an adidas anniversary jacket (shown), which featured 15 individual patches representing each championship year.


NHL and Travelway brought reusable shopping bags to the Stanley Cup finals. The bag was available at arena stores and all points of sale in and around the two final teams’ markets. The “green” bag was the first step in NHL’s goal of being the first pro sports league to eliminate paper and plastic bags at point of sale.

For more information, please contact: Domestic Licensing: Cindy Chang 818-777-2067 or Tricia Chaves 818-777-2440 International Licensing and Promotions: Ray De La Rosa 818-777-5694 Worldwide Digital Licensing: Bill Kispert 818-777-5446 Retail: Jamie Stevens 818-777-6716 Domestic Promotions: Michelle Hagen 818-777-8175 or Stephanie Cohen 818-777-5789


Warner Bros. Consumer Products (WBCP) recently signed the Brazil national football team, representing the team for licensing for Mexico south to Argentina. WBCP also renewed agreements with Manchester United, Barcelona, and Juventis, also for Mexico south to Argentina.


SloaneVision Unlimited, which represents Little League Baseball, signed an exclusive apparel and uniform program with TradeMarc Sports. TradeMarc has created a full range of uniforms that are heat-resistant, stain-resistant, and sweat-absorbing.


The Open Field Collection features NFL/RealTree co-branded products. Reebok, Zippo, Great American Products, and Wincraft are using RealTree camo on NFL products to create a line for fans who love the outdoors. The line will hit retail in September, at the start of the 2010 NFL season. Shown is a Zippo lighter.


ESPN Consumer Products and the NBA introduced a new line of cobranded merchandise based on ESPN’s NBA on ESPN RV advertising campaign. The NBA on ESPN collection includes apparel, headwear, sporting goods, and novelty items. Shown is a T-shirt from licensee VF Imagewear.




The Rawlings Tri-Power Baseball Trainer from licensee ToyQuest is designed to build skills in batting, fly balls, and grounders. The Trainer features an adjustable chute, three-position rotation, an easy-grip handle, a pitch indicator, and stabilizing feet. Five practice balls are included. It is for ages 5 and up.


by Paul Narula

icensing is always looking for some- type of impact, it’s not surprising that the licensthing new. While there is an enormous ing industry has taken notice. amount of brands out there for licensees to work with, not every brand has the With gaming already possessing an enorpenetration and the popularity to create a successful licensing program. Similarly, licensors mous audience, a number of licensors have begun looking into video for strong brands are always games as a significant place on the lookout for new ways to expand their brands. to reach an audience they Major licensors such as might not have had an influDisney, Fox, and ence on previously. One catNickelodeon have devoted egory in particular has been significant resources to turnhaving an enormous impact ing their major properties on both sides of this fence in into major video games. recent years—video games. “When you’ve got strong Video games have come brands, you have to be where a long way from being a the consumers are,” says hobby for only a portion of Gary Rosenfeld, senior vicethe populace. The advent of president of new media user-friendly systems such Aliens vs. Predator is one of the licensing at Fox. “Video as the Nintendo Wii can brands that Fox has focused on for games are definitely one of account for a great deal of the the video game category. the strongest avenues out increased interest in the category. The “hardcore” gamer demographic, there right now.” Film properties are some of described most often as the 18–34-year-old the most successful ventures into the gaming male, has been on the rise as well. Gaming has market. Fox’s Avatar motion picture not only rapidly risen to become an important part of the set records at the box office, but is also a sucentertainment world and everyone has taken cessful video game on the shelves thanks to notice. Time Magazine’s annual Top 100 Most game developer Ubisoft. Disney has continued Influential People list has contained members to release games based on its major brands, of the gaming industry on multiple occasions, with one of its most successful ventures being the most recent being Jerry Holkins and Mike the co-branded Kingdom Hearts series, featurKrahulik (creators of the web comic Penny ing popular Disney characters teaming up with Arcade, founders of the Child’s Play children’s characters from game developer Square-Enix. With such major successes apparent, many charity, and founders of the PAX conventions) which shows that even commentators on the other companies have been looking into the industry have been gaining influence. With this potential of the video game market as well.



Discovery Communications has recently signed on with game developer Crave to transform a number of the company’s entertainment brands into video games. “Gaming is a natural extension of the way to provide our viewers with compelling characters and stories,” says Elizabeth Bakacs, vice-president of licensing at Discovery Communications. Discovery will use video games to grant its fans a deeper understanding of the subjects the company’s core entertainment and educational properties focus on. Players will be able to take on the role of Discovery’s talent, such as Bear Grylls from Man vs. Wild or the ship crews from The Deadliest Catch. Non-film brands have their own significant difficulties, one of which is the fact that brands can change from year to year. THQ, which makes games based on the WWE and UFC brands, must work closely with its licensors to make sure that every game released is as up to date as possible. “We only ship our games once per calendar year,” says Brian Coleman, vicepresident of global brand management at THQ, “and a lot can change over the course of one year. These brands are incredibly dynamic.” By keeping on top of the brand, THQ is able to create what Coleman calls “the perfect simulation”—a product that will satisfy both fans of the brand and gamers. But it’s not just about branded video games. The video game category is big enough that it has generated some major brands of their own. You’d have to have been ignoring the licensing world entirely to miss the power

and presence of the Pokémon complementing the brand, which remains one of the longevity and awareness strongest children’s brands out of the brand,” says there rooted in a video game. In Richard Woolf, director fact, Pokémon has become such of licensing at Target an important part of the licensEntertainment, which ing landscape that few people represents the Sony even consider it specifically a PlayStation brand and “video game brand” anymore. other Sony Computer The brand made the jump Entertainment brands in cleanly to the mainstream, but the UK and Europe. it’s not the only brand that’s Keeping a consumer’s Nintendo’s Mario is recognizable in done so. Nintendo (which also interest means that the any incarnation. happens to publish the established fan base for Pokémon video game line) has had its own the brand will still be there when the next successes with its major brands such as Mario installment makes it to the shelves. “For us, our and Legend of Zelda. “Video games are ‘secret sauce’ so to speak is that we connect to becoming the new wave of entertainment,” our fan base and always offer them something says Joshua Izzo, director of licensing at unique,” says Pat O’Brien, vice-president of EA Capcom. “We are on the cusp of something Entertainment and Licensing. enormous, just as comic books were a few In addition, licensing can get video game years ago.” Capcom has already partnered brands exposure in places where video games with Marvel in the past for a series of games aren’t even sold. Walking into a major bookfeaturing intellectual property from both com- store such as Borders or Barnes & Noble, you panies (the Marvel vs. Capcom franchise, won’t find video games on the shelves. But which has a new installment on the way) and you may find one of the Tom Clancy novels has a successful movie franchise based on the based on the video games from Ubisoft or a Resident Evil game franchise. graphic novel based on the Assassin’s Creed Licensing fills a number of holes for the games. “Any time you can reach a consumer average video game publisher. While there are where your product would normally never be many games on the market, the long develop- seen is a success,” says Andy Swanson, senior ment time for major video games means it can director of consumer products at Ubisoft. be an extended period of time between brand Swanson believes that the market will begin to installments. Just as with major film franchises see the same development from video game or television series between seasons, licensed brands as has been seen with major comic products can help keep the brand in the mind of book brands, pointing to the buzz surrounding the consumer. “We’re not just licensing, we’re the upcoming Prince of Persia film (based on



the game franchise by Ubisoft) as an indication that video game brands are definitely coming into their own. However, despite the major growth seen from a number of brands, many licensors and licensing agents indicate that some brands are still relegated to niche status. “Some brands are going to be limited to specialty retailers or certain product categories,” says Marc Mostman, president of Most Management, which manages brands such as Eidos’ Tomb Raider and will be working on a licensing program for the Space Invaders brand. “Not everything is going to be a match. Not everyone can be Pokémon.” Despite those difficulties, video game licensing has been flourishing for both licensors and licensees. Games have continued to sell well despite the economic slump, thanks to the strong consumer base for the category and the strong fan base for the brands involved. Major developments in technology continue to bring more options to game publishers, in turn giving licensing more options to pursue. In addition, more and more game publishers are keeping an eye out for licensing potential while a game is still in development—much like film companies would for upcoming major motion pictures. “We’re thinking about things we never thought about during the development process before,” says Ubisoft’s Swanson. Major video game launches already have consumers lining up outside their local stores. Perhaps the next Twilight-like phenomena isn’t a novel, but a disc inside a plastic case, waiting for someone to press start.

by Paul Narula

Whether it’s a licensor trying its hand at a new category or a video game developer expanding its audience, licensing has become an integral part of the video game world. With more consumers aware of the category than ever before, the popularity of video game-based brands and licensed video games has made licensees and licensors sit up and take notice. Here are a few examples of some of the latest licensing deals in the world of video games. Nintendo has teamed up with Netflix to provide additional services to Wii users. Netflix members can now use their Wii console to stream movies and television shows that are avaiable on Netflix for no additional cost. With 12.3 million units sold by the end of last year, the Wii represents the most prevalent device that is capable of streaming Netflix movies.

Electronic Arts (EA) has signed a deal with NECA to produce a line of figurines based on the Dante’s Inferno video game. The line will feature characters from the video game with their trademark poses and equipment.

Fox Licensing & Merchandising has secured multiple deals in translating popular Fox brands into video games. Ubisoft has developed a game for James Cameron’s Avatar. Majesco has released the Alvin and The Chipmunks: The Squeakquel game. In addition, Fox teamed up with Sega and game developer Rebellion for the latest Aliens vs. Predator game. Fox also represents Microsoft/Bungie’s Halo brand in licensing and merchandising.



Avatar from Ubisoft

Def Jam Entertainment has teamed up with Konami to distribute the new Def Jam Rapstar video game, developed by 4mm Entertainment, Autumn Games, and Def Jam Interactive. Players will be able to make and record their own hip-hop videos by freestyling over Def Jam videos and music, using console-based camera add-ons to record and post their videos to the fully integrated Rapstar community at defjamrapstar.com.

Man vs. Wild, developed by Crave, puts players in the shoes of the Discovery Channel’s Bear Grylls as he journeys to some of the most dangerous places in the world and teaches players how to survive. The game is based on Discovery Communications Man vs. Wild television show and features voice acting from Bear Grylls and other talent from the television show.

Universal and Konami have teamed up again to create a second video game based on the Saw movie franchise. Saw II takes place between the first and second Saw movies and places players in control of a previously untold story.

Eidos, represented by Most Management, will continue to work with Sideshow Collectibles to produce figurines based on the Tomb Raider franchise. The Lara Croft: Snowday figurine is the latest in the Tomb Raider line.

Target Entertainment has put together a comprehensive licensing program for the Sony PlayStation brand and associated brands in the UK and Europe. For LittleBigPlanet, Target has signed Bravado to produce a line of T-shirts featuring characters from the video game. Target is continuing to seek licensees for LittleBigPlanet, God of War, and other Sony brands.







he world has experienced profound economic change over the past two years. Industries and stalwart businesses have collapsed. New ones have sprung up. Yet others have shifted their model, repositioning themselves for long-term growth. One such company is Copyright Promotions Licensing Group—simply known as CPLG. Founded in the UK in 1974, its initial strategy was focusing on entertainment rights. As the licensing industry grew and evolved so did CPLG. By 1991 the company expanded across Western Europe with a network of wholly owned branch offices. By 2004, as the company celebrated its 30th anniversary, it had already diversified into sports licensing. In 2008 The Cookie Jar Company acquired CPLG along with DIC Entertainment and a onethird interest in international children’s television channel KidsCo. The acquisition doubled Cookie Jar’s library of family programming and strengthened its capabilities in global merchandising and licensing, according to a statement by Cookie Jar. CPLG was acquired by Cookie Jar Founded in 2004, Cookie Jar features a host of properties such as Caillou, Inspector Gadget, Entertainment in 2008. Cookie Jar owns Arthur, The Doodlebops, and Johnny Test. The company controls Cookie Jar TV, the weekend Richard Scarry’s Busytown (shown below) morning block on CBS. Cookie Jar Entertainment’s Jaroo.com is a destination for kids with an and Caillou (shown above). CPLG serves independent selection of full-length children’s TV series and movies online. CPLG, Cookie as the global licensing agent for the properties. Another example of what’s in Jar’s full-service international licensing agency, represents numerous brands such as Cookie Jar’s portfolio is American Greetings-owned property Strawberry Strawberry Shortcake, Richard Scarry, Lucha Libre AAA, and Skelanimals, among many othShortcake. CPLG serves as the global ers. Cookie Jar also has The Jar, which is teen and adult programming. licensing agent. All consumer products of As we enter the second half of 2010, CPLG is looking to reposition and rebrand worldwide Cookie Jar are now renamed CPLG. offices for future growth. “We made the company-wide decision that we would rename all consumer products divisions of Cookie Jar into CPLG,” says Katarina Dietrich, CEO of CPLG. The reason is “CPLG has the expertise and the heritage of being Europe’s leading licensing agency,” she says. This change was brought on as a growth step because Cookie Jar is not looking to represent only Cookie Jar properties but also to follow the wider path set forth by CPLG of third-party representation, which, as Dietrich explains, is the company’s specialty. Additional executives have been hired in existing offices in Los Angeles, Canada, and Asia. These offices are also moving to a format of managing third-party properties under the CPLG name. In Asia, for example, the group is working on It’s Happy Bunny and Star Trek as well as other CBS properties. In addition, Dietrich says that every three months the company evaluates opening offices in other parts of the world such as additional Asian territories, Australia, and/or South America. “We evaluate every three months to see where the economy is and where it is financially prudent to have an office,” she says. Stay tuned as CPLG expands its global reach.







by Laurie Leahey

here’s a new phenomenon taking place in licensing and it’s happening right on your phone. Licensed iPhone apps (applications) and mobile phone games are the latest ways for consumers to interact with their favorite brands. Apps and mobile games are big business. Since Apple launched its App Store in 2008, the number of available apps has grown to more than 185,000, including apps for GPS navigation, cooking, and games. More than four billion apps have been downloaded. According to data from DFC Intelligence, a market research firm, the worldwide market for portable and mobile games is expected to grow to $11.7 billion by 2014. “As mobile games and the iPhone business started to grow, we saw the opportunity that that’s where people wanted to play our games,” says Richard Cleveland, head of marketing for Hasbro’s digital media and gaming division. “We want those brands to be available to people to play them anywhere, any time.” Consumers these days are busy people, but mobile phones are a constant in their lives. Cell phones, BlackBerries, and iPhones allow people to stay connected. “People have these handsets with them all the time and they can do a lot more with these devices than just talk on the phone,” says Justin Kubiak, director of product marketing for EA Mobile, which creates apps and mobile games for Hasbro. “When they don’t want to go through the hassle of pulling a board game out of the closet or setting up their Xbox, here they have this device where they can immediately be playing and own the game in, literally, two minutes, wherever they are.” Brand owners understand this consumer need for on-the-go interaction with brands and are changing their game plans in order to deliver. “What’s so key is that it’s not a question of what’s your online strategy or what’s your digital strategy. It’s now part of what’s your



clockwise from top left: Where’s Waldo app from Classic Media and Ludia, Fisher-Price Classic Chatter Telephone app from Ideo, The Price Is Right app from FremantleMedia and Ludia, and Scrabble app from Hasbro and Electronic Arts

strategy,” says Nicole Blake, senior vice-president, marketing and consumer products, Classic Media. “It’s really in every brand discussion—apps, social network, and everything for virtual goods. All those things are at the table at the beginning of your brand planning.” Many brand owners develop their brands into mobile games (though there are also licensed apps for books). James Slifer, vice-president of business development at The Joester Loria Group, says that it’s quicker for brand owners to enter the mobile gaming market as opposed to the video game market because “in mobile gaming, it could take anywhere from three to six months compared to the traditional console games that take 16–24 months [to develop]. It’s a much quicker process and revenues can be pretty significant depending on how strong the brand is.” With the average app or game costing consumers anywhere from $0.99 to $4.99, consumers are more apt to download something with a brand they know. “There’s a more immediate effect that an application has on [a consumer] because they already liked the other products, so there’s an assumption that they’re going to like this,” says Andy Rosic, CEO/owner of mobile game developer Thumb Arcade. “If you’re going to sell something at a cost, then you lower the hurdle of entry based on the fact that it’s a known brand. It’s much easier to convince the consumer to buy.” In a market of hundreds of thousands of licensed and non-licensed apps, well-known brands stand out. Mobile games and apps are a way for brand owners to reach a wide audience. Pew Internet issued a study in April stating that 46 percent of U.S. teens play games on their phones and the


Entertainment Software Association reported last year that 37 percent of heads of households play games on a wireless device, such as a PDA or mobile phone. Many manufacturers also say that females make up a large portion of the casual mobile gaming demographic. Even younger children are playing games on their parents’ iPhones due to what is being called “pass-back gaming.” “Everyone thought for sure there would be no kid gaming on the iPhone because it’s a $200+ item,” says David Luner, senior vice-president of consumer products and interactive for FremantleMedia Enterprises for the Americas. “But pass-back gaming, which is a way to pacify children—pass it back and let them play games, has opened up a whole new market for much younger-skewing apps.” Scholastic Media, HIT Entertainment, Sesame Workshop, and Fisher-Price have all brought children’s brands to the mobile game space. But are parents really handing over an expensive device to their 2 year old? Mark Weppner, director of Fisher-Price licensing, says not necessarily. Fisher-Price and licensee Ideo developed its apps for moms to use with their kids. “This is something that both the mom and child can become involved with,” he says. “The fact that it’s mobile allows moms to use these products wherever she goes, whether she’s waiting for a doctor’s appointment or she’s at a restaurant and just needs five minutes to keep her child entertained. They aren’t intended for the child to go off to their rooms and use independently and I don’t think most mothers would let them.” The digital demographic also spends a lot of time on social networking sites and many of those interviewed for this article said social networking is the next space for brands. Alex Thabet, founder and CEO of game developer Ludia, believes that soon social network sites will become better integrated into the mobile experience. “Whether you’re playing FarmVille on the web on Facebook, you’re going to see that game accessible on your iPhone and other devices so that you can manage your farm wherever you are on whatever device you want,” he says. It’s not about one platform over another. In order to reach consumers, brand owners have to be everywhere that consumers are. And right now, consumers are on their phones.

Top Licensed Apps

Out of the Top 100 Paid Apps on the iPhone (as of May 10, 2010), where do licensed apps rank? Here’s a sampling:

No. 11 — Iron Man 2 by Gameloft No. 22 — Scrabble by Electronic Arts No. 36 — The Game of Life: Classic Edition by Electronic Arts No. 60 — FIFA World Cup by Electronic Arts No. 63 — Monopoly by Electronic Arts No. 65 — Fast & Furious The Game by I-Play No. 67 — Family Guy: Uncensored by Glu No. 73 — Oprah Mobile by Hands-On Mobile



The Rise of 3-D by Chris Adams


he rise of 3-D movies in 2009 and into 2010 has been a boon to Hollywood, offering its biggest payday to date (Avatar, which has earned $2.7 billion as of press time) and so far in 2010 the four 3-D movies that have been playing in theaters (Avatar, How to Train Your Dragon, Alice in Wonderland, and Clash of the Titans) have contributed 25 percent of the year’s box-office total. “If those numbers don’t tell you how strong and important the 3-D component is to the industry, nothing will,” says Paul Dergarabedian, president of Hollywood.com’s box-office division. “That is very impressive.” The success of 3-D has lead to widespread growth of films offered in the format. In 2010, there are 20 3-D films slated for release, up from 14 in 2009. The proliferation of 3-D has revealed some areas of weakness for the format. Roger Ebert published an article in the May 10, 2010, edition of Newsweek called, “Why I Hate 3-D (And You Should Too),” that laid out the reasons for his opposition to the growth of 3-D movies. Among his gripes is that 3-D adds nothing to the moviegoing experience, it can be a distraction, it can create nausea and headaches, and it increases the cost of seeing a movie. However, as the box-office successes have shown, the movie-going public feels a bit differently. Dergarabedian does say, however, that the industry has to be careful of just tossing 3-D films out without properly building them from the ground up. “The issue that comes into play, though, is there are movies that are not born into 3-D, but are being converted to 3-D,” he says. “If ticket prices are going up and the perceived quality of 3-D movies goes down, it could hurt the industry.” Consumers do react to the difference in the quality of the 3-D experience. It is no coincidence that Avatar has done as well as it has. James Cameron is a film genius who built a film in 3-D from inception. DreamWorks is also in on the ground floor with its 3-D offerings. In 2007, the studio made a commitment to produce all of its films in 3-D from 2009 onward. “For us, our movies are authored—

conceived in 3-D from the outset—and audiences are very excited and continue to respond positively,” says Anne Globe, head of worldwide marketing at DreamWorks. “The overall marketplace continues to be very crowded, but having films that are authored in 3-D sets us apart from the competition.” The diligence of creating an engaging 3-D experience in the theaters opens up possibilities in the world of consumer products. The immersive element of 3-D can also create a level of engagement with a property that was previously unavailable. “The 3-D technology in films is pushing me and my department to make sure we extend that experience into products,” says Robert Marick, executive vice-president, Fox Licensing & Merchandising. “In the example of Avatar, my job is to ensure that the products that support the film are uniquely compelling and innovative as well.” This summer will see a big 3-D release from Disney. Toy Story 3 will have a robust consumer products program in place to promote the tentpole release. “On Toy Story, we were able to do some special products that bring 3-D to life in the merchandise,” says Mary Beech, vice-president/general manager, global franchise development and marketing, Disney Consumer Products. “We’re thrilled from a consumer products perspective that Disney has taken a strong stand behind 3-D.” As the box-office numbers show, 3-D movies are more than just a flash in the pan. So long as the studios take the time to create experiences that are worth the increased ticket prices that the movies warrant, consumers will still want that experience. And this could be just the beginning from a movie and consumer products standpoint. “It’s only the beginning of the 3-D revolution in movie-going,” says DreamWorks’ Globe. “As audiences see more and more 3-D, we will be able to get into home marketing, online, on phones, and every kind of digital device. This is just ‘Act 1’ and lots of exciting opportunities lie ahead.”

Coming Attractions: A Sampling of 3-D Films Coming to Theaters Toy Story 3 (June 18), The Last Airbender (July 2), Resident Evil: Afterlife (Sept. 10), Jackass 3D (Oct. 15), Saw VII (Oct. 22), MegaMind (Nov. 5), Harry Potter and the Deathly Hallows: Part 1 (Nov. 19), Tron Legacy (Dec. 17), Yogi Bear (Dec. 17), Beauty and the Beast (2011), The Green Hornet (January 14, 2011), Kung Fu Panda: Kaboom of Doom (June 3, 2011), The Green Lantern (June 17, 2011), Cars 2 (June 24, 2011), Smurfs 3-D (Aug. 3, 2011)



LICENSING SHOW 2010 The Industry, Licensing Show Evolve

by Chris Adams

he licensing industry is in the midst of


As a result of the, “very productive, very

out of what was an abysmal 2009 all around

one of the biggest evolutions in its his-

well organized, and very well put together”

speaks volumes. “Last year was terrible on so

tory. Everything is changing and

Licensing Show in 2009, The Beanstalk

many different levels,” says Beanstalk’s

everyone is being forced to adapt or perish. The

Group’s president and CEO, Michael Stone,

Stone. “Everybody knows that sales were

old business models that have proven lucrative

says the company will be taking a bigger

down last year, but the problems were deeper

and held for so long are falling by the wayside.

booth space this year.

than just bad sales. Everyone’s decision mak-

The retail landscape is shifting and risk averse

Not only are some exhibitors expanding

ing froze up and that was the big unanticipat-

retailers are trying to find the right balance

their space, but some that were apprehensive

ed surprise. Decision making has to do with

between branded goods and private label prod-

are jumping in. “TLC will be on the show

the future, which made it scary.”

ucts. And even the big industry trade show is in

floor this year and we weren’t last year,” says

While actual tangible results of the trickle

the midst of evolving as it tries to find its post-

Angela Farrugia, group managing director at

of positive economic news that has been

Javits identity. All of this while the economy is

The Licensing Company. “I wanted to stand

released are still scarce, a very important

trying to find its way out of the worst econom-

on the sidelines for a year and look at the

thing is happening. People are showing signs

ic period this generation has seen.

show to see if it has got credibility. It certain-

of optimism. The positive attitude is starting

The good news for the International

ly has room for improvement, but it does

to melt the decision-making freeze.

Licensing Expo, better known as Licensing

have a semblance of something interesting.”

“There is optimism, but how is it being

Show, 2010 is that, even with some misgivings,

As Farrugia mentions, many people felt

translated?” asks TLC’s Farrugia. “It is being

the industry is increasing its support behind the

that the Vegas-based show does leave some

Mandalay Bay, Las Vegas-based iteration of the

room for improvement. The largest com-

New business models are the key to success

show that had previously been held in New York

plaint revolves around the loss of media and

in the post-2009 licensing world. Companies

City’s Jacob Javits Center. Part of the reason

exploratory foot traffic in Vegas. With New

are running lean and mean and trying to oper-

behind this increased confidence is at the very

York being the business hub that it is, many

ate as fiscally tight as is prudent while still

least an optimism of the economy improving

people who have offices in the Northeast

making efforts to grow business. For instance,

and part of it is because of the feedback from the

region could just make a day of going and

there is a growing number of people who,

2009 show. The fact that a show that took place

checking out the show.

rather than setting up their own booth on the

in the midst of the worst year economically

translated into new business models.”

“I don’t know how many people have busi-

floor at Licensing Show, are taking meetings in

ness in Las Vegas outside of a trade show and

nearby cafés. Just a few years ago, those meet-

As a matter of fact, some say that the 2009

that is an issue,” says Joy Tashjian, president of

ings would have taken place in a booth.

show was the best show they’ve had in years.

Joy Tashjian Marketing Group. “You have to

“The new chic is being cheap,” says

speaking in 30 years speaks volumes.

“We were going in apprehensive last year

be willing to fly to Vegas solely for this show.”

Tashjian. “I like seeing that hunger and

because of the move to Las Vegas and by the

That being said, Tashjian does feel that

tenacity in our industry. It helps level the

end of the week we felt that the quality of the

LIMA and Advanstar have done a really good

meetings and even the walk-ups were better

job at marketing the show and making it easy

than New York,” says Bill McClinton, senior

for a company to exhibit.

vice-president of licensing at Global Icons.



The fact that there is any optimism coming

playing field.” Another way that business models are changing is in how the licensing deals are structured. In more flush times, licensors

sliced a property’s categories razor thin to

trends? We show the data that proves con-

before the recession. This conservative

maximize exposure and revenue. That model

sumers want this product.”

approach pervades all areas of licensing. The

Licensors and agents are having to do a

only way to survive is to adapt. Adapt how

“FME has made a conscious effort to

lot more work before they even take a poten-

business is done and adapt where business is

move away from the older model of ‘slicens-

tial property to retail. They design whole

done. The Las Vegas venue for Licensing

ing’ each category for maximum guarantees,

retail departments before going into a meet-

Show has advantages and disadvantages

to a streamlined, aggregated rights model

ing with a retailer. They line up retail

when compared with New York. But this new

that allows our partners to leverage the

alliances before signing a deal with a licens-

venue is the springboard for the industry. The

strength of multi-category product develop-

ee. Sure, this wasn’t a rare occurrence a few

industry must embrace it.

ment and marketing,” says David Luner, sen-

years back, but today this is a must-do sce-

ior vice-president of consumer products and

nario for every single pitch.

isn’t working in this climate.

interactive for FremantleMedia Enterprises for the Americas.

At Retail

Sure, there are people who question the importance of trade shows in this era of pri-

On top of the lingering risk aversion at

vate meetings with retailers that offers more

retail, another factor affecting that end of the

options for conducting business electronical-

business is the encroachment of private label.

ly rather than across the table for one anoth-

During the recession, private label items took

er. However, those interviewed were insistent

There is an air of optimism at retail. As

marketshare away from branded merchandise,

on the necessity of trade shows and of

consumers grow less weary of the weak

which certainly had an effect on the licensing

Licensing Show in particular. The human,

economy, they are going out and shopping.

community. Of course the pendulum between

face-to-face time is crucial for forging rela-

They might not be buying as deeply as they

private label and brands is constantly shifting.

tionships that can yield results at retail. With

had, but just getting the traffic into the stores

“I have been around so long that I have

more work going into each and every deal, it

seen the pendulum swing back and forth so

would make sense that strong relationships

“While manufacturers were cautious in

many times that I almost don’t pay attention

between partners is very important.

2009, most were eager to be well positioned

anymore,” says Beanstalk’s Stone. “The

“For agents, being able to walk a venue

for 2010,” says Debra Joester, president of

movement toward private label is starting to

and have face-to-face time is very valu-

The Joester Loria Group. “After solid retail

swing back toward a more balanced approach

able,” says Global Icons’ McClinton. “That

results for holiday 2009 coupled with the real-

of some brands and some private label.”

process of seeing everything in one space

is a step in the right direction.

ization that most retailers had under-bought, there is a sense of optimism this year.”

Some retailers are finding that the private labels they dedicated so much time and

and being able to shake some hands and kiss some babies is valuable.”

Just because there is a sense of optimism,

resources to in the past few years are not per-

With a renewed sense of optimism, if not

that’s not to say that there isn’t a veil of con-

forming to the level that they wanted them to

tangible results from the improving econo-

servatism hanging over retailers. Attitudes

perform, so they are once again looking

my, the licensing industry heads to Las

may be improving, but retail placement is

toward brands. For instance, Walmart recent-

Vegas’s Mandalay Bay to the annual

still a tough row to hoe for licensors and

ly stated that it is re-introducing 300 brand

International Licensing Expo to make the

licensees. There are opportunities, but those

name SKUs that were sacrificed for the sake

deals that will help thaw out the freeze that

opportunities are harder to come by. This is

of private label offerings. The move is in

has stifled the industry for the past few

forcing agents and licensors to work harder

order to keep shoppers from defecting to

years. Sure, there will be some challenges

other retailers to get the branded products

and, sure, licensors will have to work harder

they prefer.

for each deal they make, but that is the state

for the space they do manage to secure. “With our clients, we are telling a story,” says Ross Misher, CEO of Brand Central. “It is not about another brand, but a consumer


proposition. Why is this brand important?

There is still no denying that there are cur-

How does it touch on top of consumer

rently fewer brands at retail than there were

of the licensing industry in 2010. Those that adapt to the situation will certainly see success as the economy and retail gain traction looking to 2011 and onward.



LICENSING SHOW 2010 THE SHARPE COMPANY The Sharpe Company celebrates the 30th anniversary of the Rubik’s Cube, highlighting the original cube as well as licensed Rubik’s products, including apparel, plush, and the line of electronic games: Rubik’s Revolution, Rubik’s TouchCube, and the new Rubik’s Slide. Also in 2010, Mr. Bean celebrates his 20th anniversary with a brand new social play space website. His legacy includes two feature films and two TV formats. The original live-action series has been in continual distribution worldwide for 18 years, and both the live and animated Mr. Bean series are currently in distribution in more than 60 territories worldwide. Humphrey’s Corner marks its 10-year milestone with a new worldwide publishing program with Igloo Books Ltd. Igloo has produced two pop-up books, six board books, five sticker and activity books, and two storybooks, Humphrey’s Playtime and Humphrey’s Bedtime, all written and illustrated by Sally Hunter, the creator of Humphrey’s Corner. An annual and a Christmas storybook are among additional titles in the works. The Norton Motorcycles brand kicks off a North American licensing program with an extensive apparel line that hits retailers this fall. Animal Mechanicals, an action/adventure series for preschoolers that combines the excitement of monster truck rallies with the fantastic world of mythical animals on cool quests, will begin airing in the U.S. this fall with a major new broadcast partner. Sharpe represents the property on behalf of DHX Licensing.


The Jim Henson Company will present all-new licensing opportunities for a slate of Dinosaur Train Pop ’n’ Race key brands, including the company’s two popular preschool television series, Dinosaur Train and Sid the Science Kid. Dinosaur Train is supported by 23 licensing partners led by global licensees Learning Curve as master toy, Crayola for activity, Hallmark Cards for party goods and ornaments, Pressman Toy for games, and MEGA Brands for construction toys. New domestic licensees include DecoPac for cake toppers; Anagram for balloons; Cranston for fabric; Kidz World, Inc., for upholstered furniture; Pacific Play Tents for tents, slumber bags, and folding animal chairs; and Publications International for sound books and look & find books. PBS Home Video will release three Dinosaur Train DVDs this year. The first products for Sid the Science Kid debuted earlier this year in the U.S. with a complete line of preschool science toys from global master toy and game licensee Hasbro, books from HarperCollins, and DVDs from NCircle. Newly signed licensing partners for the brand are Buy Seasons, Inc., for party goods; MediBadge, Inc., for stickers through doctor and dentist offices; Patch Products for science kits; SaraMax Apparel Group, Inc., for sleepwear; the Smithsonian Institution for museum exhibition; and Trevco Sportswear for T-shirts.



LICENSING SHOW 2010 LICENSING BRANDS, INC. Licensing Brands, Inc., has been awarded the contract for executing the CocaCola licensed merchandise program for the Coca-Cola Pavilion opening at the 2010 World Expo in Shanghai, China. The Coca-Cola retail store inside the pavilion will sell a variety of merchandise including commemorative bottles, RPET apparel, RPET bags, key chains, and magnets. Licensing Brands also signed a contract with Grabby Strong Brands to market its Grabby line of products to major retailers across the country. The Grabby line of products are reliable, affordable, and easy-touse solutions to make everyday life more convenient. Majors Cap and Sportswear and Licensing Brands signed a deal to solicit licenses for The Majors brand within the sporting industry. Majors Cap and Sportswear is a sports apparel and headwear manufacturer. Lifestyle Brands signed on Licensing Brands to extend the brand into appropriate categories via brand licensing. The C2BA line is expected to sell in retailers across the country. Licensing Brands is representing Zelosport, a company that sells finger sports, for all its licenses.

IMC LICENSING IMC Licensing was hired by Checkers Drive-In Restaurants to leverage some of its signature foods into the grocery category, Roman Meal to extend its whole-grain items into new food products, and Butterball to expand its everyday relevance to consumers and bring innovation to new product offerings. Sunkist dried fruit by licensee Titan includes dried mangoes, cherries, blueberries, and cranberries. Dole is expanding its presence in the freezer section through licensee Target Foods with Dole Frozen Fruit Bars made from all-natural Dole fruit and juice in grape, raspberry, strawberry, and acai blueberry. Chiquita Banana Bread Mix from Chiquita and licensee Concord Foods is sold in the produce section next to the bananas. IMC represented Mellace Family Brands to secure the Cinnabon license that will combine Mama Mellace’s kettle roasted nuts with Cinnabon’s signature Markara Cinnamon for a variety of new snack offerings. Last year SC Johnson engaged IMC Licensing to work on its portfolio of brands for global licensing opportunities. This year new products will roll out to retail. The Sonic Scrubbers Windex ProDetailer is an innovative power cleaning system for vehicles. Licensee Libman has introduced several new cleaning tools and accessories under the Pledge, Scrubbing Bubbles, and Windex brands. IMC has also introduced new licensed products for Borghese, a beauty company, into fashion sunglasses and readers through Icon Eyewear and into bedding through United Feather & Down under the Villa di Borghese brand.



LICENSING SHOW 2010 THE LICENSING GROUP LTD. The Licensing Group (TLG) will be debuting five new properties, including The Los Angeles Police Department (LAPD). The Los Angeles Police Revolver & Athletic Club appointed TLG as the official licensing agency representing the marks and symbols belonging to the LAPD. Key images of the LAPD program include the LAPD Badge, the term LAPD, and the many images of vehicles and uniforms used by the LAPD. The money generated by the LAPD licensing program will be used to provide benefits to the officers and families of those who serve in the LAPD. The Eric Maaske Collection is based on the work of tattoo artist Eric Maaske. Each Maaske design weaves intense colors and bold designs into classic images of Americana. an image from the Eric Maaske collection Andrea Alvin’s photo-realistic artwork subjects are quintessential icons of post-war, baby-boomer, middle-class America; not apple pie, but Oreo cookies, Necco Wafers, Twinkies, and Hostess Cupcakes—cultural and historical icons about which a 60-year-old and a 20-year-old can reminisce. At close range the paint and brush strokes are very evident, but they devolve photographically when viewed from a distance. Considered by many as the father of the iconic theatrical film poster, John Alvin was an award-winning cinematic artist and painter who illustrated some of the world’s most recognizable movie posters, beginning with the poster for Mel Brooks‘ Blazing Saddles in 1974. He also worked on a number of anniversary Star Wars posters, The Lion King, Aladdin, Beauty and the Beast, Young Frankenstein, History of the World Part II, and E.T.: The Extra-Terrestrial.

NELVANA ENTERPRISES Nelvana Enterprises’ Babar property gets an update with Babar and the Adventures of Badou, a new CGI series that introduces King Babar’s adventurous grandson, Badou. Confirmed broadcasters include TF1 in France, YTV in Canada, Disney Channel in Japan, Spain, and Italy, and many more. Nelvana has also kickstarted celebrations for Babar’s 80th anniversary next year. The latest season of Bakugan, Bakugan: Gundalian Invaders, follows Dan and his friends as they are drawn into a conflict between two alien factions. The Bakugan toy line from Spin Master continues, along with products licensed by Nelvana and Cartoon Network Enterprises, including interactive titles from Activision, a publishing program from Scholastic and Random House, T-shirts from Hybrid Tees, apparel from Fame Jeans, toothbrushes and toothpaste from Colgate, party goods from Hallmark, and many others. Beyblade: Metal Fusion offers a fresh take on the original Beyblade series. The series from Nelvana and d-rights, Inc., is set to air on Cartoon Network in the U.S., YTV in Canada, and Nicktoons in the UK, with other broadcasters to be announced soon. The new toy line features an innovative metal gear system and an online virtual battle component. Hasbro is the master toy licensee for the new line in most international markets outside of Asia, with toys set to be on shelves this spring in Canada and this fall in the U.S., UK, France, Germany, Spain, Italy, and Scandinavia.



LICENSING SHOW 2010 THE BEANSTALK GROUP The Beanstalk Group completed an agreement with Associated Talent Management (ATM), a full-service personal management and licensing company based in Los Angeles, transforming it into Beanstalk’s Los Angeles office. The former principals of ATM will join Beanstalk as managing directors of its newly formed Los Angeles office, rolling its existing client base and licensing programs into Beanstalk’s client roster. Terms of the deal were not disclosed. In 2009, Airheads and Airheads Xtremes candy brands entered licensing. Airheads will enter new categories including food, beverage, apparel and accessories, health and beauty aids, gift and novelty, social expression, and toys. The program will launch at retail this fall with licensees Lotta Luv and Hybrid Apparel, featuring cosmetics and graphic T-shirts, respectively. The Ford licensing program continues to grow with more than 350 licensees across multiple categories. This year, Kid Galaxy plans to leverage the Ford license to expand its distribution of radio-controlled vehicles into mass retail accounts, while Now and Zen has developed a collection of “Caracters Powered by Ford” T-shirts that will be available at JCPenney and Fred Meyer. MSRF has developed Ford Mustang and Truck gift sets that will be available this holiday season. Mustang and Built Ford Tough energy shots are being developed by Core-Mark and will be sold at convenient stores and other automotive destinations this year. Beanstalk is currently seeking partners for Ford in several categories, including party supplies, backpacks, candy, watches, bikes, construction blocks, children’s apparel, and loungewear. Beanstalk is developing a comprehensive home and garden licensing program for HGTV. The brand will enter the market through HGTV HOME branding, specifically developed for consumer products. HGTV’s first new partner, Serta, has launched a line of eco-conscious mattresses under the HGTV Green Home brand, expressly sold at BrandSource retailers nationwide. The HGTV HOME program will extend into categories such as fashion bedding and bath, bath accessories, utility bedding, tabletop, storage and organization, furniture, flooring, and paint in 2011. Beanstalk is currently seeking best-in-class partners in additional home and garden categories including outdoor living, lighting, decorative accessories, crafting and cabinets.

CAMPBELL ASSOCIATES Campbell Associates LLC expands the licensing program for the ASPCA (The American Society for Prevention of Cruelty to Animals) via a new licensing agreement with Bergan LLC. The ASPCA is also expanding lines with its current licensees Kennel-Aire and Jewett Cameron. Bergan LLC brings its line of pet auto safety products under the umbrella of the ASPCA brand. Bergan, distributors of travel, toys, food storage, and containment pet products, will be adding travel harnesses, barriers, seat covers, feeding supplies, and kits to the ASPCA line and will be distributing these products through all retail channels. Jewett Cameron Lumber Corporation has been selling ASPCA backyard kennels exclusively on Walmart.com. The ASPCA is expanding its line to full retail distribution, with ASPCA kennels retailing at Lowe’s and Orsheln. Kennel-Aire, an exclusive Walmart partner, has re-signed with the ASPCA to continue to sell its ASPCA-branded kennels at Walmart.



LICENSING SHOW 2010 AMERICAN GREETINGS PROPERTIES This fall American Greetings Properties (AGP) will celebrate 30 years of Strawberry Shortcake with promotions, exclusive products, and aggressive public relations. Together with global licensing partners Hasbro, Fox Home Entertainment, and Cookie Jar Entertainment, AGP will be introducing new Strawberry Shortcake toys, a new CGI-animated DVD, and books, among other promotions including a QSR promotion in Q4 2010. Copyright Promotions Licensing Group, licensing arm to Cookie Jar Entertainment, continues to work with American Greetings as the global licensing agent for Strawberry Shortcake. Maryoku Yummy, the star of the girls’ preschool television series launching this fall, resides in the magical world of Nozomu as a wish-sitter who nurtures and take cares of the wishes until they are granted. The animals from Twisted Whiskers will come to life this fall in a new CGI-animated cartoon that features dogs, cats, and other animals comically “twisted” in looks, action, and attitude.

LEARNING CURVE Learning Curve introduces a new expansion to the Thomas Wooden Railway line. The Thomas Wooden Railway Early Engineers Line is designed specifically for Thomas & Friends fans as young as 18 months. It features larger engines for small hands, as well as track and destinations that fit into simple, molded layouts so everything stays securely in place. Made with the same quality wood craftsmanship and timeless signature look found in Roundabout Station Set every Thomas Wooden Railway set, the Early Engineers Line is compatible with the rest of the Thomas Wooden Railway. Highlights from the 2010 Thomas Wooden Railway Early Engineers Line include the Roundabout Station Set. The Roundabout Station Set lets little engineers help Thomas make pick-ups and deliveries. The set includes a Thomas engine, two destinations, track and wooden track tiles with molded track layout, and two accessories. Learning Curve teamed up with The Jim Henson Company to create and launch a line of original products based on Dinosaur Train. The product line will make its retail debut this summer. Combining dinosaur and vehicle play with a brand new technology, Learning Curve’s Dinosaur Train line includes interactive dinosaur action figures, collectible dinosaurs, plush, puzzles, and electronic learning aids, all featuring the characters, sights, sounds, and dinosaur-themed adventures from the animated series on PBS Kids. Utilizing a technology that brings the dinosaur characters to life and incorporating educational elements from the series, the line delivers an interactive and engaging experience across popular preschool categories. Highlights of the Dinosaur Train line include InterAction Roar ’N React Boris Tyrannosaurus Ultimate T-Rex. Spanning nearly two feet in length, Boris is a fully articulated action figure that says more than 70 dinosaur phrases and facts and includes several one-of-a-kind dinosaur features. Press its tail and Boris’ mouth begins chomping. Press its tongue and Boris makes crunching sound effects. Watch out for the motion-activated stomping and the T-Rex-sized roar. Built-in technology allows Boris to recognize and interact with the other InterAction Figures in the Learning Curve Dinosaur Train line. Boris is for ages 3 and up.



LICENSING SHOW 2010 THE VALEN GROUP The Valen Group negotiated two new brand extension agreements for IHOP. Boley International signed on for play food sets and Lotta Luv LLC will produce flavored lip balm. The play food, debuting in October, will feature IHOP’s iconic breakfast items like Funny Face pancakes and the copper coffee pot. The four flavors of lip balm will be available to retailers this month and will be sold in mid-tier department stores and specialty stores. The Valen Group is exploring licensing opportunities for other categories for IHOP, including convenience-oriented breakfast products sold in grocery stores; Rooty Tooty Fresh ’n Fruityflavored candy; the iconic and nostalgic appeal of the brand in apparel; and a waffle maker and griddle for cooking at home.

IHOP lip balm from Lotta Luv

HASBRO The entertainment and licensing division of Hasbro will showcase its portfolio of toy and game brands, such as Nerf, Tonka, Transformers, Littlest Pet Shop, My Little Pony, and Playskool, across all major licensing categories such as apparel, publishing, and back to school. There will be extensions of Hasbro game brands such as Monopoly, which celebrates its 75th anniversary this year.

SLOANE VISION UNLIMITED SloaneVision Unlimited (SVU) introduces its newest brand Couch Potato: The Art of Hanging Out. All categories are available for licensing. For SmileyCentral.com, licensing categories available are fashion/accessories, art & design, automotive, back-to-school, food/beverages, gifts/novelties, HBA, home décor, jewelry/watches, stationery/paper goods, and toys/games/puzzles. Dairy Queen celebrates the 25th anniversary of the Blizzard this year. SVU seeks licensing partners in toys/games, accessories, stationery, party goods, kitchenware, table top, gifts/collectibles, and roleplay. For Little League Baseball, SVU seeks licensees in footwear, gifts, food/beverage, HBA, and home décor. Available Little League Softball licensing categories include apparel, footwear, gifts, games, accessories, home décor, and food/beverage. SVU seeks licensing partners for Slinky in apparel/fashion, art and design, food, gifts/novelties, jewelry, pet products, and stationery/paper goods. Slinky Dog, co-star of the Toy Story movies, will receive a licensing program, as well. Available categories include apparel/fashion, art and design, food, gifts/novelties, jewelry, pet products, stationery/paper goods, pet costumes, and seasonal. SVU hopes to bring The Ideal Toy Company into licensed apparel, toys and games, accessories, interactive, and electronics. Doug Wilson, star of Trading Spaces and Moving Up, launches EcoNation by Doug Wilson, a line of home products that are affordable and eco-friendly. Licensing categories available include kitchen, bath, bedroom, furniture, accessories, lighting, garden, room décor, and stationery/paper products.



LICENSING SHOW 2010 PARAMOUNT LICENSING Paramount Licensing licensed Grease and The Godfather to Boelter Brands for gift boxes of drinkware, to be sold starting in August at Target.com and Kohls.com. Gift sets include: The Godfather 16-ounce Collectible Glasses Gift Set, The Godfather Martini Glass and Shaker Gift Set, and the Grease 16-ounce Collectible Glasses Gift Set. Upcoming films currently being licensed include Paranormal Activity 2 (October 22, 2010), Rango (March 18, 2011), The Adventures of Tintin: Secret of the Unicorn (in 3-D December 23, 2011), and Mission Impossible IV (2011). Fans of Audrey Hepburn films will be able to purchase the Sabrina doll, based on the romantic comedy Sabrina. The doll, from Jun Planning, comes with two outfits from the film—the floorlength white shoulder-less gown with matching elbow-length gloves, and a bright red taffeta sleeveless dress with full skirt, also with matching long gloves. The doll features Hepburn’s closecropped haircut, pearl earrings, and black pumps. The 12-inch doll also comes with a doll stand. Next winter, Burton will produce Up in Smoke-themed snowboards. With backgrounds in bright green, red, and yellow, the snowboards are emblazoned with memorable scenes from the film, the film’s logo, and the words “Road Soda” and “Burton.” The snowboards will be sold at Burton retail stores, and also at ski, snow, skateboarding and surf shops, and online.

KING FEATURES S YNDICATE King Features Syndicate will focus on licensing programs for its new representation agreements with major food brands Bazooka and Carvel. The Bazooka brand has grown to include a wide assortment of flavors and products, including apparel, lip balm, and beverages. King Features Syndicate is looking for licensees in the following categories: novelty candy, fruit snacks, frozen novelties, and breakfast bars. Carvel’s signature ice cream cakes are sold in more than 10,000 supermarkets nationwide. King Features Syndicate will diversify the Carvel brand’s wide mix of food products with licensees in apparel, lip balm, novelty bath and body, chocolate, cones, bakery items, whipped cream, candies, and breakfast bars. Brazilian artist Romero Britto has recently developed a co-branded giftware program with Disney. Represented by King Features, Britto’s art is available for licensing in greeting cards and social expressions, publishing, paper goods, puzzles and games, housewares, personal care products, apparel, and accessories. Sprayground is a lifestyle brand that aims to expand the typical perception of graffiti and street art. Created by Eddie Shabot and David Ben David, Sprayground gives talented street artists an opportunity to share their work with the masses in a line of bags and knapsacks. Now represented by King Features, the Sprayground property is available for licensing in the following categories: apparel and accessories, back to school, gifts and collectibles, publishing, stationery and social expressions, sports gear and equipment, and wireless.



LICENSING SHOW 2010 NBC UNIVERSAL TELEVISION CONSUMER PRODUCTS Universal Partnerships & Licensing, on behalf of NBC Universal Television Consumer Products Group, signed casual game developer and publisher Legacy Interactive for the video game House M.D. Adapted from the television series of the same name, TV fans and casual gamers can now experience what it’s like to be part of the show. House M.D. is currently available for PC and the Nintendo DS version will be available in September. Licensee Bigpoint will introduce Battlestar Galactica Online (co-developed with Unity), a tactical space combat and adventure MMOG (Massively Multiplayer Online Game) based upon Syfy’s Battlestar Galactica series. The game will launch worldwide exclusively this fall on a still from the House M.D. video game Syfy.com for a 30-day period. Joy Tashjian Marketing Group (JTMG) signed new deals for The Biggest Loser brand on behalf of NBC Universal. The Biggest Loser Challenge video game from THQ will help players lose weight as they play with more than 125 different exercises in four different environments. The game also includes 50 new recipes from The Biggest Loser Cookbook, from publisher Rodale. JTMG also signed a deal with Jupi Corporation for a new line of athletic apparel based on The Biggest Loser.

BERGEN-WILD LICENSING GROUP Bergen-Wild Licensing Group has become the agency of record for artist Parks Reece. Reece’s parodies inject humor into subjects traditionally considered serious, and that has made him a hero of environmentalists and others who appreciate the complexities of the human role in the natural world.

TARGET ENTERTAINMENT GROUP Target Entertainment Group will focus on the PlayStation brand, which is available to license for the first time, plus a range of PlayStation software IPs. The PlayStation brand includes the PlayStation logo, the format logos—PS one, PlayStation2 (PS2), PSP (PlayStationPortable), and PlayStation3 (PS3); Dualshock3 wireless controller designs; and PlayStation symbols and phrases, such as “The Game Is Just the Start.” Opportunities for licensing including stationery, apparel, bags, toiletries, and housewares. Sackboy, the character from the platform game LittleBigPlanet, has deals signed for publishing, plush and accessories, adult and children’s clothing, posters, and more. Additional opportunities for Sackboy figurines LittleBigPlanet include stationery, housewares, and gifts. Joining LittleBigPlanet are family-targeted IPs Invizimals and EyePet, which both launched in 2009. Licensing opportunities for EyePet, an imaginative pet-nurturing game, include plush and collectibles. The focus for Invizimals, a monster-hunting game for PSP, is collectibles and trading cards. Target will also be looking to sign licensees for the PlayStation franchises God of War and Killzone, plus ModNation, the crazy karting game.



LICENSING SHOW 2010 SMITHSONIAN FTD.com, Inc., a subsidiary of United Online, Inc., has launched Smithsonian Flowers by FTD, a line of potted orchid plants and wrapped floral Tussie Mussie bouquets inspired by the rich and distinctive Smithsonian Horticulture Division collections. Smithsonian Flowers by FTD will initially feature nine Smithsonian orchid plants and nine Smithsonian Tussie Mussie bouquets available for purchase on www.FTD.com. The hand-tied bouquets have been designed by FTD to present a modern twist on a midto-late 19th century Victorian tradition of giving carefully chosen flowers to symbolically personify feelings of adoration, sympathy, love, or support. Endless Thanks Mother’s Day Bouquet


BIG TENT ENTERTAINMENT Big Tent will unveil several developments for the Domo brand in North America. Dark Horse Comics will release its second wave of Domo Qees and new vinyls. Domo is hitting mass market with a new line of T-shirts from Fifth Sun; board shorts, hats, and bags from Concept One; and loungewear from Briefly Stated. Bell Sports is gearing up for the release of Domo skateboards and helmets. Aquarius has signed on for Domo posters, black light posters, door posters, playing cards, and holiday balls. Virtual Greats has rolled out new Domo-themed virtual goods on Facebook and will soon launch on new social gaming sites like WeeWorld and Outspark. Big Tent will continue focusing on key categories for the Domo property, such as video games, casual games, electronics, and home décor. The brand also continues to expand around the globe with major programs in Mexico, Brazil, Italy, and Spain. For Discovery Kids, Arrow Home Fashions has signed on for a line of bedding and bath. An all-new licensed relationship for online game Seek Your Own Proof is set to launch on Discoverykids.com. Seek Your Own Proof is an online community where children 8–12 are challenged to investigate history and science. 505 Games is set to launch its newest Discovery Kids DS title, Snakes. Other new products include an all-new line of puzzles from MasterPieces, Recycle Bot—the newest item in SRM’s Build Your Own Remote Control line, and more than 30 new book titles from Paragon Publishing. Big Tent looks to expand Discovery Kids into video game and MMO, electronics, apparel, home décor, and outdoor sport. As Telemundo’s exclusive licensing agency of record for the U.S., Big Tent is helping evolve Telemundo from a multi-platform multimedia company into a full-fledged lifestyle brand. IDT Telecom introduced branded prepaid calling cards to Mexico and Latin America, which are being sold exclusively at 7-Eleven stores nationwide. Arrow Home Fashions is developing a full line of home décor inspired by Telemundo, including fashion bedding, window treatments, bath accessories, towels, and table linens for both adults and children under the network’s established brand names, which include Mujer de Hoy and Futbol Estelar. The Richline Group, Inc., is creating a fine and costume jewelry line based on Telemundo’s primetime telenovelas El Clon and ¿Dónde está Elisa? Big Tent will continue to develop the merchandise program for Telemundo with an emphasis on key categories, including cosmetics, electronics, video and casual games, publishing, sports, and apparel.



LICENSING SHOW 2010 ACT III LICENSING Act III Licensing added new licensees for musician Ray Charles on behalf of its client the Ray Charles Marketing Group. To help celebrate the kick-off of Charles’ 80th anniversary, Friend or Foe is designing men’s fashion T-shirts that will debut this fall at high-end retail and specialty. In addition to Friend or Foe, other Ray Charles licensees include Allposters.com/Art.com for framed art, Yerzies for print on demand tees, and Medium Cool for T-shirts as part of the Jim Marshall collection. Unchain My Heart, a new musical biography of Ray Charles, is headed to Broadway this fall. Featuring a book by Pulitzer Prize winner Suzan-Lori Parks (Topdog/Underdog, The Book of Grace) and direction by Sheldon Epps, the show will begin previews on October 8 and open on November 7 at a Shubert theater to be announced.

DESIGN PLUS Design Plus adds Slush Puppie to its roster of brands, which include Icee and Tarzan, among others. This year Design Plus will debut two new pop-culture food brands at Licensing Expo.



HIT ENTERTAINMENT This fall Angelina Ballerina takes center stage at Target in the U.S. with a new toy line from global master toy partner Fisher-Price. The line will include dolls and figurines and will launch in tandem with a new episodic DVD, Love to Dance, from Lionsgate and a series of book titles from longstanding publishing partner Penguin. Products are set to launch in the rest of the world during 2011. Angelina Ballerina will also debut new episodes of Angelina Ballerina The Next Angelina Ballerina Steps in September on PBS Kids in the U.S. and Nick Jr. in the UK. The series currently airs on major broadcast platforms in the U.S., Canada, UK, Ireland, Australia, and France, and is slated to launch in 30 more countries in 2010. In October, Vital Theatre Company will bring Angelina Ballerina and her friends to life in a new original musical stage show Angelina Ballerina, The Musical. The show will debut in New York City in October and will travel around the U.S. and Canada in 2011. Bob the Builder is enjoying new product ranges this year, led by master toy licensee Martin Yaffe. New licenses have also been building up with deals signed with Halstall for die-cast vehicles, Zap for bedding and accessories, and bikes with CG imagery produced by MV Sports. An all-new TV series, featuring new CG animation, Bob the Builder: Ready Steady Build has been sold to 20 broadcasters around the globe. HIT celebrates the 65th anniversary of Thomas & Friends with new lines from global master toy partner Fisher-Price, Learning Curve, and MEGA Bloks. This fall, Thomas leaves the Island of Sodor in the CG-animated adventure Misty Island Rescue. AEG/ThemeSTAR will launch a live, touring Thomas stage show this fall.



Licensing Works expands its portfolio this year. For Puppy In My Pocket, the new Adventures in Pocketville series debuts later this year in Italy and the rest of the world in 2011. Inspired by M.E.G.’s successful In My Pocket franchise, the brand is licensed with toy distribution partners in more than 50 countries. Playtime Buddies, a new preschool animated television adventure series, features both fantasy and real-life role models. From Farmer Buddy to Super Hero Buddy, each Playtime Buddy encourages the development of positive social interaction and cognitive skills, “Because that’s what Buddies do!” Moulin Rouge, the most famous cabaret in the world, is celebrating 120 years of French femininity and Parisian chic by launching a line of high quality licensed products inspired by dreams of romance and love. Licensed products include fashion accessories, cosmetics, fragrances, jewelry, and home décor. Tarzan celebrates a centennial anniversary in 2012. New licensing initiatives include electronic publishing, novels, comics, and a feature film. The Zorro musical rolls into the U.S. in 2011 along with Zorro Tequilas, sizzling hot sauces, and new publishing initiatives and collectibles. Kewpie’s wide side-glancing eyes, distinctive facial expressions, topknot of hair, starfish right hand, and little tummy define these original dolls. Kewpie is now in development for a live-action, CGI series.

Lisa Marks Associates, Inc., (LMA) added two diverse brands to its roster—USA Sevens Rugby and Billy Attinger’s Jack Squat. LMA is partnering with USA Sevens Rugby to bring the firstever rugby licensing initiative to the United States. The comprehensive USA Sevens licensing program will include apparel, accessories, sporting goods, publishing, video games, and more. Jack Squat, The King of Leisure, is the latest creation from Billy Attinger’s Inconceivable Studios. The brand’s distinctive design, witty humor, and laid-back “Chillosophical Words of Wisdom” encourage men of all ages to follow in Jack Squat’s footsteps. Trau & Loevner has signed on as men’s apparel licensee for Jack Squat and is developing a line of men’s T-shirts and fleece. LMA will further develop the Jack Squat brand across key categories: accessories, stationery, publishing and art, gifts and collectibles, multimedia entertainment, mobile content, food and beverage, and more. LMA is broadening current programs for existing client properties. CandyRific will introduce Mike and Ike Fruit Twists. For the Peeps, Mike and Ike, and Hot Tamales brands, Iscream is creating a line of stationery and school supplies to be sold across multiple channels. LMA added new partners to the Dum Dum Pops licensing program, signing on Jerry Leigh to create a line of girls 4– 16 and juniors’ apparel. 518 Apparel has also recently signed on to develop a junior and missy sleepwear program for spring 2011 to be sold at specialty, mid-tier, and mass retailers. Iscream’s new stationery and school supplies program will introduce fresh graphics and new lenticular designs for Dum Dum Pops.





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Classic Media presTinga Tinga Tales ents new licensing, promotional, and retail programs for some of its brands, including Tinga Tinga Tales. This new preschool series, about how favorite animals came to be, made its broadcast debut in the UK on CBeebies in February. A multi-faceted merchandising program is scheduled to roll out in the UK this summer across several categories, including toys (Bandai as master toy partner), publishing (Penguin Group as master publishing partner), apparel, games, and more. Tinga Tinga Tales will premiere in the U.S. on Playhouse Disney next year. Another preschool property, Guess with Jess, debuted in the UK on CBeebies in November 2009. Consumer products, anchored by Fisher-Price as master toy partner and Egmont as master publishing partner, just hit retail in the UK. The series recently launched in Canada on Treehouse. Santa Claus Is Comin’ to Town celebrates its 40th anniversary with a fresh new design look and marquee promotional partners. For the first time, it will be available on Blu-ray. The first Where’s Waldo? app for iPhone and iPod Touch sold more than one million units and the first mobile game for Where’s Waldo? was named a Top 10 Game for Summer by Verizon. Where’s Waldo? continues to expand in other key categories, including video games, social expressions, and Halloween costumes. National promotional programs and more video games and mobile releases will launch this summer.

Brand Central LLC will feature The Kellogg Company, Keebler, Dr Pepper Snapple Group, NECCO Sweethearts, and HIT Entertainment (Barney, Bob the Builder, and Thomas & Friends for packaged goods only.) The agency also represents Jarden Outdoor Solutions’ portfolio of brands including Coleman camping, K2 Sports, Ride Snowboards, Rawlings Team Sports, Berkley, and Shakespeare fishing. Jarden also owns several branded consumables companies including First Alert, U.S. Playing Cards, and Pine Mountain. In the wellness arena, the agency represents Gaiam, a leader in fitness, media, and accessories, and integrative medicine pioneer, Dr. Andrew Weil, M.D. Brand Central recently became the agency for Healthy Child Healthy World, a non-profit organization inspiring parents to protect young children from harmful products. Brand Central will create retail destinations for parents seeking guidance, information, healthy products that uphold Healthy Child Healthy World’s guidelines, and recommendations for the protection of human health and the environment. Brand Central and Healthy Child Healthy World have started negotiations with key retailers in numerous product categories, including food and beverage, home improvement, health and beauty, and toys. The agency recently signed Allstar Products Group, a leading retail marketing firm with popular brands including pop culture phenomena Snuggie blankets, Topsy Turvy Upside Down Planters, The Perfect Brownie baking pan, Bendaroos Flexible Building Sticks, Mister Steamy dryer balls, and more.




Eva Mendes

Creative Artists Agency (CAA) seeks licensing partners for tennis players Andre Agassi and Steffi Graf. CAA is looking to license the duo into jewelry, health and beauty, and children’s learning products. Chef Duff Goldman is the star of the Food Network’s Ace of Cakes. CAA seeks licensing partners for a branded Cake of the Month club, tabletop, small kitchen electronics, textiles, and creativity toys/arts & crafts. Actress Eva Mendes’ VIDA brand is a design-oriented home brand that features bold patterns and rich colors in home textiles, tabletop, and decorative accessories. VIDA takes traditional Latin looks into a new and modern context that reflect Mendes’ lifestyle. The VIDA Home Collection is featured at Macy’s in the U.S., Sears Canada, and in select specialty stores. CAA hopes to extend Mendes and the brand into home decorative accessories and eyewear. For pop band The Jonas Brothers, CAA seeks licensing partners for apparel, toys and games, and party supplies. CAA seeks licensing partners for martial arts prodigy and actor Noah Ringer. Ringer stars as Aang in The Last Airbender. Possible licensing extensions include toys, martial arts apparel and accessories, and self-defense training videos and books. For actress Nicole Kidman, CAA seeks licensing partners for branded footwear, handbags, and sun-protective apparel. Actress Patricia Heaton, best known as Debra Barone on the CBS television sitcom Everybody Loves Raymond, is currently on the ABC comedy series The Middle. CAA hopes to bring Heaton into the world of licensing through branded apparel, footwear, and accessories; jewelry; health and beauty; home décor and accessories; and children’s educational/learning products. Stacy London, host of TLC’s What Not to Wear and style expert, looks to help women boost their confidence by creating and celebrating their personal style through a variety of licensed products. CAA seeks partners for apparel, footwear, handbags, eyewear, jewelry, and cosmetics.


Izak’s back-to-school collection for Target

Jewel Branding & Licensing now represents artist Nel Whatmore. Pictura signed on to produce Nel Whatmore greeting cards. Westminster Fibers will help Whatmore launch her first fabric collection. Jewel Branding & Licensing also represents rachaelhale for North America. The brand launched apparel and accessory collections with H&M stores worldwide. Robin Pickens signed with Bacova Guild for new bath and rug collections launching fall 2011. Izak launched an apparel and handbag collection in the U.S. and Japan. His first back-toschool collection for Target will debut in July. Clairebella launched fabrics with David Textiles and major stores, including Joann’s and Walmart.



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Warner Bros. Consumer Products (WBCP) will have a number of new entertainment properties ready for licensing. The upcoming feature film Green Lantern is slated for a summer 2011 release. The first part of the seventh and final Harry Potter film, Harry Potter and the Deathly Hallows: Part 1, will be released this November and the Wizarding World of Harry Potter will open this month in Universal Orlando Resort. WBCP has also partnered with Olympic champion Nastia Liukin to create Supergirl by Nastia, a lifestyle merchandise collection for girls available at JCPenney.

Big Idea has signed a number of new licensees for its VeggieTales brand. Frankford Candy & Chocolate will be producing a line of VeggieTales Easter candy for mass market retail. The company is also designing VeggieTales candy for the 2010 Christmas season. Hedstrom is planning a line of VeggieTales vinyl balls and bounce toys for the summer. Sherwood Brands has created a new VeggieTales Easter Basket for spring 2011. Enesco, Gund, and Gregg Gift will be producing gift and plush lines. Other recently added VeggieTales Partners include ScrollMotion, Carpets for Kids, Kidlandia, Find It Games, Trace Designs, and more.

I CAN D O THAT! GAMES I Can Do That! Games has added the Mythbusters license to its new ZimZala Games line, a line of games designed for families and children. The new Mythbusters Hit the Target Trivia Game plays like a normal trivia game as players answer questions about a variety of science topics. Correct answers allow players to aim or position the catapult containing Buster the Crash Dummy or launch him onto a target for points. The first to three points is the winner.



FUNDEX Fundex is creating a full line of new products for the Pinkalicious brand, represented by The Joester Loria Group. The Pinkalicious 3-in-1 Card Game lets children play crazy 8’s, old maid, and bingo with new twists and Pinkalicious brand imagery. The Pinkalicious Cup Cake Board Game has players working together to collect cupcakes by performing a variety of different activities.



4Kids Entertainment and 4Sight Licensing Solutions (a subsidiary of 4Kids Entertainment) will be introducing a number of new licensing programs for their major brands. 4Sight represents the American Kennel Club and has arranged a number of licensing deals on behalf of the brand, including licensees such as Sherpa Pet, Jakks Pets, and more. It will continue to work on expanding the brand’s licensed products, which are already available in more than 4,700 retailers. The Cat Fanciers’ Association is also represented by 4Sight, which has arranged licensing deals with Jakks Pets, Commonwealth, Eternal Image, and more. 4Kids/4Sight will continue to look for more licensing deals for these pet brands in a wide variety of categories. 4Kids/4Sight will also be seeking to expand The Dog/The Cat/The Pig brand from the Artlist Collection, an animal photography franchise from Japan. The Dog has expanded into a number of products already and has a longstanding partnership with McDonald’s. Artlist will introduce new brands such as The Hamster, The Duck, and The Rabbit. Dinosaur King, part of the CW4Kids TV block of animated television, will continue to expand its licensing program with trading cards from Upper Deck, video games from SEGA, DVDs from Shout! Factory, and toys from Playmates. Yu-GiOh! remains one of 4Kid’s strongest brands, with new trading cards hitting the market and a successful spot on the CW4Kids animated television block as well as Cartoon Network. 4Kids is also the licensing agent for the Karito Kids brand and its parent company, KidsGive. 4Kids will be looking to expand the non-profit organization and toy company’s brand into a worldwide licensing program.

Morning Glory Licensing, the licensing company for the Thomas Kinkade brand and artwork, has announced that it signed eight new licensing deals. Cra-Z-Art will produce Thomas Kinkade art kits, including paint-by-number, fuzzy posters, craft kits, and more. The Mountain will produce a line of apparel. Saturday Knight Limited has inked a deal to create licensed products for home décor panels, curtains, bath towels, bath rugs, and bath accessories. KNG America will be producing lighting and lighting accessories. Joanna Sheen will be creating a line of instructional CDs for paper crafts, scrapbooking, and cardmaking. International Greetings will handle paper and stationery products for fundraising activities. ICON Shoes will make shoes, handbags, and small leather goods. Sherwood Brands will handle seasonal gift sets, baskets, and containers.

ROBIN ZINGONE Robin Zingone is introducing three new brands for 2010. Cocomimilulu features a group of wide-eyed stylish sisters and their friends pursuing the careers of their dreams and focusing on the girls’ intellect. loveMe by robin zingone will feature a gang of dog and cat rescues to help teach loving and caring for pets. Girlygirl incorporates different languages into the imagery of a modern traveling career woman. These brands are available for licensing in paper goods, dolls, electronics, and more.



LICENSING SHOW 2010 MARVEL ENTERTAINMENT Marvel Entertainment will be building on its brand licensing programs and character franchises with a number of new licensing agreements. The Avengers Assemble comprehensive licensing program is under way as Marvel Studios’ upcoming theatrical slate—including Iron Man 2, Thor, and The First Avenger: Captain America—will pave the way for the upcoming The Avengers film in 2012. Marvel is positioning Avengers Assemble as an umbrella theme that will be a long-term and expansive tent pole franchise. Licensees include Hasbro, Hallmark, Crayola, and Maisto. Marvel Animation will continue to build up the licensing programs surrounding Marvel’s animated series. Marvel will continue to develop the licensing program surrounding The Super Hero Squad Show with Hasbro as the master toy licensee. Disguise/Cesar will make dress-up products, MEGA Bloks will create construction sets, Hallmark will produce social expressions, THQ will design video games, Elmer’s will produce arts and activity kits, and Bendon Publishing and Little Brown Books will produce young readers books. Marvel is also broadening its female focus with the expansion of a lifestyle brand targeting the female demographic. Junk Food, Mighty Fine, Fortune Fashions, Freeze, Biodome, H.E.R. Accessories, Jakks Pacific, Disguise, Lotta Luv, IScream, and Mines Press are all licensees for female-oriented Marvel products.


CBS CONSUMER PRODUCTS CBS Consumer Products will be introducing a number of new entertainment properties for licensing. New theatrical properties include Consent to Kill, as well as a reimagining of the western series Gunsmoke. CBS will also be looking to extend the Star Trek franchise based on the latest film. CBS will also introduce a new brand called Television City, which will honor classic television shows such as The Andy Griffith Show and I Love Lucy.

Fox Licensing & Merchandising (Fox L&M) will be expanding its licensing program for James Cameron’s Avatar into home goods, social expressions, costumes, and more. The company has also begun laying the groundwork for a licensing program for the upcoming film Rio. For its established franchises, Fox L&M will build upon the appeal of Ice Age and Alvin and the Chipmunks. Diary of a Wimpy Kid will also receive an expanded licensing program and Fox has been named the agent for Wimpy Kid merchandise. Fox will also roll out a licensing program for the show Glee.

a scene from Glee





Brandberry has been announced as the licensing agent for The Wiggles brand in North America. Brandberry will be handling licensing for The Wiggles in all categories and will be working on increasing the brand’s presence for the upcoming 20th anniversary of The Wiggles in 2011. The Wiggles brand assets include a television show on Sprout, the Wiggletime.com virtual world, two new CD and DVD releases a year, concert tours, and more.

Gator Group has recently established a new licensing partnership program for its client Paul Frank Industries with Daddy Cakes. Daddy Cakes will create an organic pancake batter mix featuring Paul Frank’s colorful designs. Other licensees for the brand include Bugaboo International (infant strollers) and Clek (designer booster seats). Gator Group will also expand the program for the Emily the Strange brand, created by artist Rob Reger. Hybrid Apparel will be producing apparel for the brand, while MjC will produce juniors’ sleepwear and underwear and Saramax will produce girls’ sleepwear and underwear. Gator Group is also currently looking to expand its birdie brand, which features bright colors and signature prints that recall the 1950s Rat Pack-era Palm Springs. Gator Group will be seeking partners in apparel, accessories, eyewear, footwear, and more.



CopCorp Licensing will be expanding a number of its brands on an international level. The company has appointed MediaLink as the sub-agent to manage the Barcode Kitties licensing program throughout Greater China, as well as Southeast Asia. The licensing program for It’s Happy Bunny will continue to grow in Europe. Pigna Romania in Romania was granted the rights for a wide variety of products and License2Brand being appointed as a subagent for the brand in Greece. CopCorp has also expanded its Pink Cookie Design fashion brand with four new licensees in the U.S. Beatrice Home Fashions will make and market bedding, bath, and decorative pillows. Dgl Group has been granted the rights to mobile phone accessories and MP3 audio accessories. Essex Footwear Group has been granted the rights to produce and sell a line of Pink Cookie Footwear. Geneva Watch Group will be manufacturing watches.

Ludorum’s Chuggington airs on Playhouse Disney in the U.S. six days a week. The company is seeking to build its global licensing program and further develop the U.S.-based consumer products program that will launch next year. Learning Curve, Scholastic, Vtech, Anchor Bay, and other licensees are already on board for the brand.






Pokémon will continue to expand its licensing program, with Pokémon HeartGold and SoulSilver versions for the DS on the shelf and four new expansions for the TCG. The thirteenth season of animation debuted on Cartoon Network earlier this year. Throughout the year, there will continue to be TCG and video game tournaments for the brand.

Surge Licensing is building a licensing program for Archie Comic Publications. The franchise will be receiving an extensive entertainment and merchandising push. Random House will be publishing graphic novels and IDW Publishing will be creating hardcover art books. Both IDW and Dark Horse will be publishing hard and soft cover collections. Asgard Press will be producing calendars, posters, and journals. Hybrid Apparel will be bringing the wellknown Archie characters to apparel in the U.S., while J Corp will handle apparel in Canada.

MODA LICENSING MODA has a new name and brand identity. The company has changed its name to MODA Licensing to better represent its approach to building brands and intellectual properties. The company has also established new themes for its brands and is launching a new website with additional features and content. MODA will add Cycle Force Group to its list of Le Tour de France brand licensees. The company will produce a full line of cycling products including bikes, scooters, electric bikes, helmets, gloves, parts, bags, and more. The company has also signed its first licensees for the America’s Vet Dogs brand, based on the non-profit organization that supports aid dogs for military veterans. Dog Treats and Bil-Jac are the two licensees that will start off this licensing program. MODA has expanded its Greenfield Village brand into the food category with a deal with Dearborn Sausage. Dearborn will create a line of dried sausage, ham, meat sticks, and hot dogs using recipes from Greenfield Village. MODA has also created The New York Times Wine Club program by signing a deal with Global Wine. The Club offers wines from all over The New York Times Wine Club the world and is associated with The New York Times dining and wine articles and writers. UNICEF has hired MODA to represent the non-profit for licensing. MODA is positioning UNICEF as a brand or co-brand and looking for opportunities in the toy category for the children’s non-profit organization. MODA will also be seeking partners for apparel licensing deals. The National Trust for Historic Preservation continues to develop its licensing program with the help of MODA. Positioned as a co-brand, the National Trust home furnishings brand with Hammary continues to expand with new collections.





Scholastic Media will be expanding a number of its brands for 2010. The Wordgirl brand will be expanded as new episodes air on PBS Kids Go. Scholastic will also expand its licensing program for The 39 Clues as the final book is released in September. Briarpatch will continue to create products for the I Spy franchise. The Scholastic and Little Scholastic brands will also hit shelves with a new line of electronic and non-electronic learning toys from Kids Station Toys, as well as additional products from Tara Toy and Danara.

In 2010, NASCAR will expand its licensing business with a number of new programs. This year marks the opening of the NASCAR Hall of Fame in Charlotte. A significant licensing plan is being developed around the Hall of Fame and its inductees. NASCAR has also teamed up with iRacing.com to create a new officially sanctioned online racing series. Fans can join racers around the world to compete in multiple races and qualify for the World Championship. Other new licensing initiatives are being directed toward younger fans. Jada will create new remote-control and battery-operated NASCAR vehicles and K’nex will continue to produce new NASCAR building sets.

CHORION Chorion will be building a number of its brands in 2010 with new deals in multiple categories. The company is focused on building the Olivia brand into a global franchise. Spin Master is on board as the global master toy licensee. Simon & Schuster, Nickelodeon Home Video, and Sony Home Entertainment are also on board. The Mr. Men and Little Miss brand continues to grow with new products in apparel and accessories for infants in the U.S., UK, and Olivia Australia. Chorion will also continue to expand its World of Eric Carle, Noddy, and Beatrix Potter brands. In addition to its existing brands, Chorion will introduce the new Octonauts brand, as well as the upcoming Gaspard and Lisa animated show.

SOURCE INTERLINK Source Interlink Media will be pushing a number of key brands in the automotive category for 2010. Key items include the Motor Trend-branded automotive accessories line, which includes jumper cables, jumpstarts, inverters, air compressors, and power centers. Cellular accessories and Bluetooth items continue to do well for the brand. This fall, Source Interlink Media will be launching SLAM and Surferbranded apparel and accessory lines, as well as new programs with Hot Rod and Lowrider apparel.




GLOBAL ICONS Global Icons added BMW and Mini to its client roster this year. The company will focus on accelerating the BMW and Mini brands into a line of premium lifestyle products that represent the brands’ distrinct attributes. Global Icons will also continue to sign new licensees and expand existing deals for its current clients. The company has signed Lotta Luv, Sherwood Brands, and Bee International as new licensees for the Mrs. Fields brand. Four Door Media has signed on to create computer accessories based on the Humvee brand. Blaze Productions Corporation will be producing chafing fuels and chafing fuel kits for the Duraflame brand, while Twin Star International has debuted a line of Duraflame-branded electric fireplaces and heating appliances. For Chuck E. Cheese’s, UFO Interactive is developing a line of interactive games for the Nintendo Wii, Nintendo DS, and Apple iPhone.

BRAND FREAKS Perplexus, marketed by PlaSmart, is the focus of a new licensing program from Brand Freaks. The company is currently in negotiations for key categories and is focused on bringing out the gameplay and sculptural and aesthetic appeal of the game in licensed products.



Universal Partnerships & Licensing will be presenting a number of new licensing and promotional opportunities for its films. Licensing is available in all categories. Scott Pilgrim vs. The World (in theaters this August) follows the story of Scott Pilgrim (Michael Cera) as he attempts to win the girl of his dreams, Ramona Flowers (Mary Elizabeth Winstead), while her seven evil exes attempt to kill him. Ubisoft has signed on as a licensee for interactive licensed products. Hop, which hit theaters this past April, stars Russell Brand as the Easter Bunny and James Marsden as an out-of-work slacker named Fred who injures the bunny and must take care of him as he recovers. Fast Five, out this month, is the newest film in the Fast & Furious franchise, which will feature former cop Brian (Paul Walker) and ex-con Dom (Vin Diesel) as they become fugitives from the law. Cowboys & Aliens, coming out in July, stars Daniel Craig as a mysterious gunslinger who arrives in a Western town under siege by aliens. Finally, The Thing (2011) pits a group of isolated scientists in Antarctica against a shapeshifting alien parasite that is accidentally released from its icy prison. Paleontologist Kate Lloyd (Mary Elizabeth Winstead) and pilot Carter (Joel Edgerton) must team up to keep the creature from killing off the entire crew of an Antarctic science station.

THE JOESTER LORIA GROUP The Joester Loria Group will help client Discovery Communications develop a number of new licensing programs. Joester Loria will help the company build on the success of the Animal Planet brand with new introductions in apparel, plush, and pet, and the launch of the Animal Planet Baby brand, as well as partnerships with Toys “R” Us and other retailers. The brand will also see new eco-friendly products from Planet Green. Discovery Communications has also launched a consumer travel expedition program, called Discovery Adventures, by teaming up with travel provider G.A.P. Adventures. Joester Loria will also be expanding a number of its other clients’ programs. The Baby Genius brand will see new expansions in toys, apparel, and toddler/infant products. Simon & Schuster will distribute board books. The company has also just launched the Pinkalicious licensing program across multiple categories. Books to Bed produces sleepwear and book sets. Ceaco will launch a Pinkalicious puzzle line. Fundex will create a full line of Pinkalicious games. Jakks Pacific has debuted a line of dolls, toys, and activity items. Disguise has launched a Halloween costume. Lemon will handle T-shirts and dresses, while Madame Alexander will handle dolls. Joester Loria will also be building on the Pepsi, Entenmann’s, and Aquafina brands. For Pepsi, JCPenney, Kohl’s, and Meijers will carry retro T-shirts, while Walmart and Target will carry another line of retro-oriented Pepsi shirts. Aquafina-flavored lip balms will be available at Walgreens and Walmart, based on the flavors of Aquafina flavored water. Entenmann’s will extend its food licensing program into flavored coffees from Coffee Holding Company and ice cream sandwiches from Mr. Cookie Face. Candle-Lite will make scented candles for the Entenmann’s brand.

HIGHLIGHTS Highlights for Children has announced two new licensing deals. Ravensburger has signed on to produce a new line of 2-D puzzles and 3-D puzzleball designs. Horizon Group USA has been licensed to produce a full line of make-your-own craft and activity kits. Horizon is also adapting existing and new Highlights puzzles, games, and activities to a three-dimensional format.


Ravensburger Highlights Puzzle

Precious Moments has announced a licensing agreement with Baby Boom Consumer Products, a Betesh Group Company. Under the agreement, Baby Boom will develop a line of baby bedding and room décor featuring Precious Moments artwork. Precious Moments has also announced a licensing agreement with A.D. Sutton & Sons. A.D. Sutton will produce an exclusive line of baby gifts including frames, banks, packaged layette, and albums featuring Precious Moments artwork. Prestige Toy will manufacture Precious Moments-themed crib toys.



LICENSING SHOW 2010 BBC W ORLDWIDE BBC Worldwide has developed a full line of licensed products for the television series In the Night Garden. Hasbro is the global master toy partner for this property. BBC has signed more than 70 licensees for In the Night Garden worldwide. The BBC has brought all its natural history content together under the BBC Earth brand, which includes the series Planet Earth and Life, and the upcoming Human Planet and Frozen Planet television series. The brand is available for licensing in a number of different categories. Fisher-Price is the master toy licensee for 3rd & Bird!, which will begin airing in the U.S. in 2011 on the Disney Channel’s Playhouse Disney programming block. Fisher-Price will develop preschool, infant, and toddler toys for the brand. BBC Worldwide is spearheading a global consumer products licensing initiative for Lonely Planet, its brand of guides and information for independent travelers. BBC seeks licensees in luggage, footwear, travel accessories, and more. Dr. Who, which currently airs in the U.S. on BBC America, is also an important brand for BBC. The brand has sold more than five million action figures in the UK from licensee Character Options, which will continue to produce additional products in 2011. 2011 will mark the 10th anniversary of Charlie & Lola as a publishing property. The BBC will continue to build the property’s licensing program with apparel lines at retailers such as Marks & Spencer, Sainsbury, and Tesco. The BBC will be bringing Top Gear to the U.S. The motor entertainment TV show will be produced by BBC Worldwide for the History channel in addition to the UK version on BBC America.



Toei Animation has signed a number of new licensing deals for Latin America. Editorial Vertice in Argentina will create coloring books for a number of Toei brands. In Brazil, Algazarra will produce Dragon Ball Z toy figurines while Richtex will make a line of towels. Riclan has signed on to make lollypops for Saint Seiya and DTM will create a toy line for the brand. Pil Andina will produce a Dragon Ball Z flavored milk line in Bolivia and in Mexico, DTM, Doobalo, and Bondy Fiesta are all new Dragon Ball Z licensees.

The Dimensional Branding Group has signed a number of new deals for the Sony PlayStation brand. Slamsbrands will be marketing new storage towers and ottomans for the PlayStation brand. DC Comics will launch new collectible figures for God of War and Twisted Metal, as well as a line of comics, manga, and graphic novels for inFAMOUS. BuySeasons is launching party goods for Ratchet and Clank. Toy2R is developing a Qee-line for LittleBigPlanet and ModNation Racers. Random House will launch a novel for Uncharted 2: Among Thieves.



FREMANTLEMEDIA ENTERPRISES FremantleMedia Enterprises (FME) will be expanding a number of key brands and establishing new licensing objectives for 2010 and 2011 on a number of global properties. The company will continue to expand the global licensing programs of The X Factor, Idols, Rebecca Bonbon, and The Adventures of Merlin. FME’s regional licensing teams are also bringing a number of major brands to the market. FME Americas will introduce Golden Boy, a clothing and lifestyle brand based on boxing star Oscar De La Hoya. FME Americas will also focus on game shows such as The Price Is Right, Family Feud, Let’s Make A Deal, and Press Your Luck. FME’s Asia Pacific Team will bring MasterChef, The Biggest Loser, Got Talent, and Grand Designs to the licensing market. Throughout Europe, the Middle East, and Africa, FME represents a number of additional brands such as Danger Mouse, Britain’s Got Talent, Family Fortunes, H2O: Just Add Water, and The Elephant Princess.

S YNCHRONICIT Y Synchronicity will be expanding the licensing programs for a number of its brands this year. For the Tootsie Roll candy brand, Synchronicity has signed Popular Bath and Home for bedding; Earloomz for Bluetooth headsets; JH Designs for jackets; Showtech Merchandising for T-shirts, bags, and accessories; and Ross Sportswear for knitted hats and mittens. Synchronicity has also expanded the Wham-O brand licensing program, with deals with AppleCart Productions for jewelry, Kiloo ApS for mobile phone games, and upscale fashion apparel for men from RedJacket/American Needle. Trau & Loevner is making T-shirts based on the Sexy Slang Stud Muffin T-shirt from the film She’s Out of My League. MjC, Net Sales, Silver Buffalo, and Yerzies are licensees for the brand. Synchronicity has also started the Vulture Kulture brand off with licensing deals with Trau & Loevner for T-shirts and stickers, patches, key chains, and care accessories from Net Sales. Perri is making guitar straps and picks for this year. Synchronicity has also signed a number of licensees for Justin Bua, an urban artist. Seller’s Publishing will create a 2011 wall calendar featuring the artist’s work. Earloomz is making Bluetooth headsets, Super Rad will be making collectible figurines, and HarperCollins is releasing the second Justin Bua book, The Legends of Hip Hop.





Brand Sense Partners (BSP) has signed a number of new deals for its clients. In the automotive licensing category, BSP has secured partnerships to expand the Armor All product line with more car care products. For Dodge and Ram brands, BSP will continue to grow the programs with new licensees in toys, interactive, publishing, and more. For STP, BSP has developed an apparel program and will continue to build on the brand’s strength by seeking additional licensees. In celebrity and entertainment licensing, BSP is working with Brando Enterprises to extend Marlon Brando’s name and likeness across multiple categories. BSP has brokered a partnership with Western Glove works for Sheryl Crow-branded casual apparel. For Jenny McCarthy’s Too Good brand, BSP has recently brokered an agreement with PEM America for bedding. For Chuck Norris, Hybrid Apparel, Trends International, and Gameloft are all part of the Chuck Norris Facts licensing program. Lionsgate Television has teamed up with BSP to create a licensing program based on Mad Men. BSP has appointed License India to expand the Beverly Hills Country Club brand into the Indian market and will continue to work on securing international deals for this lifetime brand. BSP is also looking for qualified partners for the Hamilton Beach brand in categories such as cutlery, kitchen appliances, and more. BSP is working with Smart Balance to secure partners in bread, cake mix, cookies, frozen foods, and more.

GP Toys, part of the Giochi Preziosi Group, will be seeking additional licensees for its Gormiti boys’ brand, which began as a boys’ toy brand in Italy in 2005. The animated television show debuted in 2009 around the world, co-produced by Giochi Preziosi and Marathon Media. GP Toys will continue to strengthen and expand the Gormiti licensing program, which already has more than 100 licensees globally. GP Toys will also be working with Puppy in My Pocket on the new Puppy in My Pocket: Adventures in Puppyland brand. This new brand features new Puppy in My Pocket characters to play with and collect.



KUKUXUMUSU Kukuxumusu is a Spanish art brand featuring ironic animal drawings in human situations. The brand was originally created by three Basque friends as a T-shirt brand that quickly grew popular in Spain and neighboring countries as more artwork was created. Kukuxumusu has 20 stores in Spain, with a brand licensing program that currently spans 98 countries with products in all major categories. The brand’s current global licensee roster contains more than 60 different companies. Current licensees include Bic Iberia, KP, SP Berner, Miquelrius, Echo, Marie Claire, Valira, Market Way, and more. Kukuxumusu is currently focused on expanding its presence in the U.S. and Canada.

MAT TEL Mattel has signed a number of licensing deals for its major brands across all categories. Skechers has signed on as a licensee for Barbie footwear with nine different styles of shoes. Original Dr. Scholl’s has introduced a line of Barbie-inspired Original Dr. Scholl’s Exercise Sandals. Harvey’s Original Seatbeltbags has created a line of seatbeltbags that feature iconic Barbie imagery and style. C-Life has signed on with the Hot Wheels brand for a line of men’s vintage T-shirts. Fast Forward will be creating a new line of Hot Wheels bags and backpacks. In the sporting goods category, Accu-Length has been signed as Barbie footwear from Skechers a licensee for the Barbie and Hot Wheels brands to create new golf collections for girls and boys. The Barbie and Hot Wheels golf collections both can be adjusted to the golfers’ needs. Dynacraft has signed on as the licensee for Barbie bikes and scooters. Mattel has also signed a number of deals for Barbie in the party planning and gift categories. In celebration of Ken’s 50th birthday, becker & mayer! Books is presenting the anniversary book I ♥ Ken: My Life as the Ultimate Boyfriend. Vandor will also help celebrate Ken’s 50th by introducing a number of new gifts and collectibles ranging from notebooks to key chains. Evite will feature a number of new Hot Wheels backpack Barbie-themed invitations, including birthday for kids, kids corner, bachelorette parties, and more. from Fast Forward For Hot Wheels, Mattel has also signed new deals in the health and personal care category. Nexcare has introduced Hot Wheels waterproof tattoo bandages. Dr. Fresh has created a new light-up timer toothbrush featuring a molded Hot Wheels car. In electronics, Mattel has teamed up with Digital Blue for a line of Barbie-licensed audio devices. The line will include a portable boom box, alarm clock/radio, karaoke machine, and a Sing-A-Long player. Mattel has also signed a number of new toy licensees for Hot Wheels and Barbie. Neat-Oh has created a new line of Hot Wheels ZipBin products, which transform from carrying cases into playmats. Russ Berrie will introduce a new line of plush animals as Barbie’s pets, which will come with their own fashion assortments and carriers. Enterplay has teamed up with the Hot Wheels brand to create the Hot Wheels Trading Card Game and the FunTracks Card Game, as well as FunTats Decals temporary tattoos, which work on both Hot Wheels cars and skin. Mattel will also be introducing the Hot Wheels brand to the beverage category with the new Hot Wheels juice pouch beverage from U & Me Marketing, featuring 100 percent natural flavored juice and Hot Wheels imagery.

ESPN ESPN has teamed up with Creative Concepts to create a new line of electronic accessories for the X Games brand. The X Games iPhone Faceplate allows easy access to the iPhone while providing a protective rubber coating. Creative Accessories will also create computer sleeves for the Apple iPad, netbooks, and notebooks. X Games notebook/laptop skins will be available for other laptops up to 17 inches. Other products featuring the X Games brand will include USB keys, mouse pads, computer mice, and lanyards.





Universal Partnerships & Licensing (UP&L) promoted Stephanie Testa to senior vice-president of corporate alliances. She will be responsible for development of global brand alliances across Universal’s various divisions, including motion pictures, home entertainment, staged productions, and theme parks. She will continue oversight of new business development and will be responsible for the strategic relationship management of Universal’s portfolio of blue chip partners. Before joining UP&L, Testa served as the vice-president of partnership development for Universal Parks & Resorts (UPR).



CPLG Canada hired Al Fedrigoni as senior licensing director. He will handle TV brands including Johnny Test, Inspector Gadget, The Latest Buzz, and Totally Spies. Fedrigoni will also oversee book properties such as The World of Eric Carle and Richard Scarry. He will continue to build the design brand It’s Happy Bunny. Previously he was director of licensing for all toy categories at The Walt Disney Company (Canada).



Richard Leeds International hired Rick Goralnick as vicepresident, licensing and marketing. Goralnick will be responsible for character, brand, and personality license acquisitions; marketing; and public relations, as well as helping to open up new sales channels. Previously he was director of licensing at Marvel Entertainment.





RC2 Corporation named Gregory J. Kilrea as executive vice-president of the company, while still remaining the company’s COO. RC2 also named Jamie A. Kieffer as its chief marketing officer, expanding his current role as senior vice-president of marketing. Since joining RC2 in 2004, Kilrea has served as senior vicepresident of planning and corporate development and in various management roles including COO since 2007. Kieffer joined RC2 in 2008 and now heads all marketing efforts including the company’s digital, consumer, trade, and brand marketing areas.



Carmi Zlotnik and John Penney have been named to the new positions of managing director of Starz Media, and executive vice-president, strategy and business development for Starz, LLC, respectively. Zlotnik will manage production of the company’s original series, including Spartacus: Blood and Sand, the new dramatic series Camelot, and additional series and mini-series that go into production in the future. He was John Penney most recently head of global operations for IMG Global Media with responsibilities for all aspects of IMG’s international media business. Penney will assist Starz president and CEO Chris Albrecht in evaluating and building key business strategies and partnerships, and identifying and developing new business opportunities across the various Starz companies. Before working with Albrecht at Foresee Entertainment as resident and head of corporate development, Penney was head of strategy for IMG Global Media. As part of the new structure at Starz, Bill Hamm is stepping down as EVP of production and development.



Faber-Castell USA promoted Cathy Blankenship, director of national accounts since 2006, to director of sales, children’s brands. This new position combines her current role with full responsibility for sales of the company’s children’s brands. She will manage both specialty and key account channels for sales of Creativity for Kids and FaberCastell Playing & Learning products.



Patch Products hired Ron Hayes as corporate vice-president of product development, design, and engineering. Prior to joining Patch, Hayes’ was vice-president of product development for Spin Master Toys, head of product development and manufacturing at Sababa Toys, senior vice-president of Warner Bros. Toys, and senior vice-president of boys toys design and development at Kenner/Hasbro.



Mattel hired Rachel Cooper as a PR manager. She will be working on wheels, action play, Disney, games, and Radica brands. Cooper spent the past four years working on Barbie PR at Ketchum. In addition to Barbie, Cooper also spent time working on several other Mattel brands while at Ketchum, including Mindflex, Polly Pocket, Hot Wheels Consumer Products, and Fisher-Price Consumer Products.



Cookie Jar Entertainment promoted Michael Berreth to vicepresident of marketing. He will oversee all of Cookie Jar Entertainment’s global marketing campaigns and promotional programs. Since joining Cookie Jar Entertainment, Berreth has managed a wide range of brands and marketing campaigns for the company including tune-in campaigns for the CBS Weekend Morning Block, third-party promotions such as McDonald’s, and the 2009 global relaunch of Strawberry Shortcake.



4Kids Productions, a subsidiary of 4Kids Entertainment, Inc., promoted Michael Haigney to creative director and Kristen Gray to head of network operations. Haigney, who joined the company in 2000, will be responsible for the creative direction of all series adaptations and other projects created by 4Kids Productions. He will continue to serve as producer and writer for various series produced by 4Kids Productions. Haigney has been the creative force behind the English-language adaptations of Pokémon, Kirby: Right Back At Ya!, F-Zero, and Sonic X, and was a creator and producer of three seasons of the Chaotic television series. Gray, who joined the company in 2002, will be responsible for the day-to-day operations of TheCW4Kids television block, 4Kids Productions, and the 4Kids.tv website. She will continue to serve as legal counsel on all network and website matters.



Hasbro Studios hired Finn Arnesen to lead its international expansion as senior vice-president of international distribution and development. He will be responsible for managing Hasbro Studios’ global content sales, distribution, channel, and program development activities outside of North America, extending across television, online, and other emerging media. Previously, Arnesen served as senior vice-president of original series and international development at TBS International. During his 17year tenure at TBS, Arnesen oversaw programming and development for the Turner-owned networks, the start up and management of Cartoon Network Studios London, and program management of Cartoon Network Europe.




Solution on page 85

Aquaman Batman Captain America Elektra



Flash Green Lantern Hulk Iron Man

Punisher Spawn Spider-Man Superman

Thor UnderDog Wolverine Wonder Woman



Comic-Con International


San Diego Convention Center

San Diego


Chicago Comic & Entertainment Expo MAGIC Marketplace



McCormick Place


Time to Play Holiday Showcase


Altman Building

New York City


Palais des Festivals

Cannes, France

Dubai Intl. Character & Licensing Fair



Las Vegas Convention Center

Las Vegas

Grand Strand Gift & Resort Expo


Myrtle Beach Convention Center

Myrtle Beach, SC





28–30 29–30

HBA Global Expo

Brand Licensing Europe


4–8 5–8



Fall Toy Preview

The ABC Kids Expo


16–18 20–21



Chicago Toy & Game Fair





toyassociation.org theabcshow.com


Las Vegas Convention Center

Jacob Javits Convention Center The Grand Hall, Olympia

Dallas Market Center

Las Vegas Convention Center

Navy Pier

Dubai Intl. Convention Center

Las Vegas

New York City London


Las Vegas


Dubai, AE

Fall Toy Preview 2010

October 5–8 Dallas Market Center, Dallas; www.toyassociation.org

Toy Fair 2011

February 13–16 Javits Convention Center, New York City; www.toyassociation.org



by Christopher Byrne

Apropos Apps for Spring 2010 TOP-GROSSING APPS FOR IPHONE, IPOD TOUCH, MAY 2010 Source: Apple App Store 1. Angry Birds—games 2. iRaPro—business 3. MLB.com At Bat 2010—sports 4. Bejeweled 2—games 5. Iron Man 2—games

TOP FACEBOOK APPS & USERS, MAY 2010 Source: AppData 1. FarmVille—75.5 million 2. Static FBML—64.2 million 3. Facebook—34.4 million 4. Birthday Cards—31.2 million 5. Texas HoldEm Poker—28.3 million 6. Treasure Isle—27.7 million 7. Causes—25.9 million 8. Café World—25.2 million 9. Mafia Wars—22.9 million 10. Facebook Mobile—20.2 million

TOP APP DEVELOPERS BY SALES, MAY 2010 Source: AppData 1. Zynga 2. Facebook 3. Rock You! 4. Electronic Arts 5. CrowdStar 6. Playdom 7. Causes 8. 6 Waves 9. Mmkay 10. LOLapps




Source: ConsumerSearch 1. BlackBerry Bold 2. Apple iPhone3GS 3. BlackBerry Curve 8900 Series 4. Blackberry Tour 9630 5. HTC Ozone 6. HTC Touch Pro2 7. Nokia E71X 8. HTC Hero 9. Motorola Droid 10. HTC Imagio 11. Samsung Behold II 12. T-Mobile myTouch 3G 13. HTC Droid Eris 14. Palm Pre Plus 15. Google Nexus One

BEST APPS FOR KIDS, IPHONE, IPAD, IPOD TOUCH, MAY 2010 Source: ToyKidsApps 1. The Lorax 2. Wacky Chatter 3. First Words: Animals 4. Doodle Jump 5. Sossiz HD 6. My Little Suitcase 7. Slide-a-ma-jig 8. Fling! 9. Itsy Bitsy Spider 10. SpinArt

Iron Man 2 is a top-grossing app.

Profile for aNb Media

Royaltie$, June 2010  

Royalties is a monthly magazine highlighting the hottest trends in the licensing industry.

Royaltie$, June 2010  

Royalties is a monthly magazine highlighting the hottest trends in the licensing industry.

Profile for anbmedia