Licensing World Think Influence powers the next wave of licensed brands The next generation of licensed brands is emerging, not from traditional entertainment pipelines but from the immersive, community-driven world of Roblox. With blockbuster games engaging millions of players daily, this ecosystem has become a global IP incubator for everything from collectibles and toys to fashion and experiential products. At the centre of this transformation is Think Influence, an agency leading the way in connecting high-growth virtual IPs with global brand, licensing and retail opportunities. The agency represents over 100 of the top-performing games on Roblox, collectively reaching more than 350m monthly players across 195 global markets. These titles aren’t just games; they are scalable, transmedia brands with built-in communities and cultural relevance. Among Think Influence’s newest licensing programmes is Fisch, a game that has captured the imagination of players with its vibrant, oceanic world and character-rich collecting gameplay. Fisch is set to make its retail debut in autumn 2025 through a multi-year toy partnership with PhatMojo. The line includes plush, microfigures and surprise collectibles inspired by the game’s stylised aquatic creatures. The deal follows a global representation agreement covering licensing, promotions and brand collaborations. Also in-market is Blox Fruits, one of Roblox’s most iconic titles with over 50b lifetime plays. With a global fanbase and major influence across Discord, TikTok and YouTube, Blox Fruits has launched a successful toy line with PhatMojo already at retail. The range includes action figures, plush and collectibles inspired by the game’s characters and powers. With a client portfolio that includes some of the most-played and culturally relevant games on the platform, Think Influence is uniquely positioned to turn Roblox-native IP into global consumer brands. From building go-tomarket strategies to managing multi-category licensing rollouts, the agency works hand-in-hand with developers and creators to scale their IP beyond the screen. Among Think Influence’s top creator clients are CSapphire and WhoseTrade, two of Roblox’s most influential names redefining what it means to build creator-led brands. CSapphire, Roblox’s leading female digital fashion designer, was the inaugural winner of the British Fashion Council’s Metaverse Design Award and has designed collections for Gucci, Blackpink, Olivia Rodrigo, L'Oréal Professionnel Paris and Heidi Klum’s Modelverse. Licensing programmes across fashion, accessories and lifestyle categories are underway. WhoseTrade, the platform’s leading male fashion creator, has collaborated with top brands including Adidas and Hugo Boss on limited-edition avatar wearables. In a historic moment for digital fashion, his Adidas x WhoseTrade Diamond Chain necklace sold for 2m Robux (around $20,000), making it the most expensive UGC item in Roblox history. He has created and sold over 40m virtual items to date. From toys already on shelves to upcoming licensing rollouts and digital integrations, Think Influence is shaping the future of consumer products by transforming digital-first hits into global entertainment brands.
Smiffys announces new collaboration with Dr Seuss Smiffys has announced a new licensing agreement with Dr. Seuss Enterprises that will see it create an officially licensed costume collection inspired by beloved Dr. Seuss stories. This collaboration will bring to life some of the most iconic characters from the legendary author’s books, including How the Grinch Stole Christmas! and The Cat in the Hat. As a trusted name in the costume industry, Smiffys is renowned for delivering high-quality, innovative and fun designs to customers worldwide. Thanks to this partnership, fans of Dr. Seuss can step into the whimsical world of their favourite stories with officially licensed costumes perfect for World Book Day, seasonal celebrations and themed parties. “We are absolutely delighted to collaborate with Dr. Seuss Enterprises on this fantastic collection,” said Dominique Peckett, director at Smiffys. “Dr. Seuss books have inspired generations with their imaginative storytelling and unforgettable characters. We look forward to bringing this magic to life through our costumes, allowing fans of all ages to embrace the playful spirit of Dr. Seuss.” The collection will feature a range of costumes based on Dr. Seuss’s timeless characters, from iconic, mischievous Grinch costumes to the unmistakable red-and-white striped hat of The Cat in the Hat. Each design will capture the essence of the original illustrations, staying true to the nostalgic charm that has made Dr. Seuss a household name. The officially licensed Dr. Seuss collection is set to launch later this year with costumes for adults and children. The range will be available for purchase through Smiffys’ global distribution network, including independent retailers, online platforms and specialty costume shops. Smiffys’ Dr Suess collection with be available in the United Kingdom, Ireland, France, Netherlands, Belgium, Germany, Austria, Switzerland, Spain, Portugal, Poland, Croatia, Czech Republic, Lithuania, Romania, Bulgaria, Slovakia, Slovenia, Sweden, Finland, Denmark, Norway, United Arab Emirates, Iceland and Italy. For more information and enquiries, please contact sales@smiffys.com or visit smiffystrade.com
Mattel and WWE renew global licensing partnership Mattel and WWE have announced a multi-year extension to their global licensing agreement which sees Mattel continue to produce a wide range of WWE products, including action figures and accessories, playsets, role play items, vehicles and vehicle accessories. Mattel and WWE have partnered to deliver a dynamic and diverse lineup of toys since 2010, now sold in over 50 markets worldwide. Mattel’s WWE action figures have consistently ranked among the Top 10 properties in the US action figure category, with the WWE Main Event Action Figure Series being the longest-running continuous action figure assortment in history. The multi-year extension comes at a time of continued international expansion for WWE through its new partnership with Netflix. Monday Night Raw launched on the US streaming service in January 2025, with all WWE programming and Premium Live Events also becoming available on Netflix across many international markets. “Our longstanding partnership with WWE has resulted in some of the most celebrated action figures in the industry,” said Josh Silverman, chief franchise officer at Mattel. “As we extend this agreement, we are committed to delivering authentic, high-quality products that capture the energy and larger-than-life personalities of WWE for fans across the globe.” “WWE’s relationship with Mattel has been a cornerstone of our consumer products strategy for 15 years,” said Alex Varga, co-head of Revenue at WWE. “Extending this collaboration will allow us to continue offering products that bring our WWE superstars and their stories to life for our global fanbase.” Mattel’s current offering of WWE products can be found online at shop. mattel.com and in select retailers globally. The Mattel sales team can be reached at 01628 500 000.
