Licensing News - what’s hot in licensed products

Fanattik signs

Yu-Gi-Oh! deal

Fanattik has secured an extension to its longstanding licensing agreement with the brand YuGi-Oh! The licence has not only been renewed for another three years but also includes additional products and territories.

The award-winning licensee will be supplying the North America, UK, Europe, MENA and Australasia markets via its own offices and network of distributors. As well as the independent trade, the company will have products that appeal to all levels of pop culture retailers, from online to supermarkets, with a wide spectrum of price points and limitededition pieces.

For 25 years, Yu-Gi-Oh! has been entertaining and engaging audiences globally through its manga, TV series (with more than 900 episodes), three feature films, consumer products, hit mobile games Yu-Gi-Oh! Duel Links and Yu-GiOh! Master Duel, as well as the popular Yu-Gi-Oh! trading card game. Fanattik managing director Anthony Marks said: “Some anime brands may come and go but Yu-Gi-Oh! is an evergreen with a passionate fan base that appreciates the gifts and collectables we have created over the years. We look forward to creating many more fan-focused products featuring this global IP over the next three years and beyond.” Jennifer Coleman, vice president of licensing and marketing at Konami Cross Media NY, added: “Fanattik is a tremendous partner for the YuGi-Oh! brand. Its wide range of unique gifts and collectables have delighted fans in the European market. We are excited to extend our relationship to include even more products which we believe will continue to impress fans. Fanattik’s passion and understanding of the Yu-Gi-Oh! brand shines through in what it creates.”

Jakks Pacific and Disguise go Sonic!

Jakks Pacific and Disguise, Inc. have announced a new line of toys and costumes launching in spring in celebration of Paramount Pictures’ upcoming feature film, Sonic the Hedgehog 2.

The merchandise from Jakks is set to include action figures, playsets, vehicles, plush toys, and other collectables, just in time for the film’s international release.

Disguise, the costume division of Jakks Pacific, will be designing and manufacturing costumes and accessories inspired by characters from the movie, which will be released this autumn.

Jakks Pacific senior vice president of marketing Craig Drobis said: “With new waves of collectable action figures, cool new playsets, multiple sizes of plush toys, and an all-new radio-controlled Sonic Speed RC, there is something for every Sonic fan and collector.”

Alex Gomez, director of licensing & partnerships for Sonic the Hedgehog, added: “ We hope that fans of the Blue Blur will see the collection as a testament of our appreciation and create memorable Sonic experiences with the products for years to come.”

LEGO and PlayStation join forces on Horizon Forbidden West set

The LEGO Group and PlayStation have teamed up to delight fans of both brands with the very first LEGO set inspired by the world of Horizon Forbidden West. Working with acclaimed developer Guerrilla, the collaboration recreates the authentic features within the Horizon Forbidden West video game and transforms the experience into LEGO brick form for fans around the world.

Designed as a build and display model, this 1,222-piece set invites builders into the 31st century.

The LEGO set features Aloy - a fierce machine hunter - and the Tallneck, the awe-inspiring machine Aloy uses to explore nearby areas.

The buildable Horizon Tallneck model measures over 34cm high and will be available from May.

Entries open for License This!

Entries are open until March 25 for Licensing Expo’s License This! competition. The contest, which helps designers, illustrators and animators break into the $292 billion global licensing industry, was launched 12 years ago in Europe, and premiered in the US in 2021 as part of Licensing Expo Virtual.

This year, for the first time, the finale will take place in person at Licensing Expo in front of a live audience of manufacturers, retailers and brand owners and the judging panel on May 26.

Licensing Expo, which is run in partnership with industry trade association Licensing International, is the world’s largest licensing trade show and takes place in person at Mandalay Bay Convention Center in Las Vegas from May 24 to May 26.

Through its two categories - Character & Animation and Brand & Design - the License This! competition aims to give unlicensed brands a leg-up into the world of licensing and consumer products by helping them secure new deals or agent representation.

Enter at licensingexpo.com/en/agenda/license-this.html.

Wildbrain mixes up magic deal with Moose Toys

Entertainment, sport and brand licensing agency WildBrain CPLG is partnering with Moose Toys to handle representation of the global toy company’s Magic Mixies Magic Cauldron and planned line extensions for the brand.

WildBrain CPLG will represent Magic Mixies in the US and Canada to build a cross-category merchandise offering targeting kids aged five to eight. The initial focus will be on apparel, sleepwear, publishing, accessories and homeware categories.

Since launching in Autumn 2021, Magic Mixies has captured the US number one spot in Special Feature Plush in December and the Fall season, according to The NPD Group.