Licensing

LEGO partners with SEGA to bring Sonic the Hedgehog to brick form

The LEGO Group has detailed a new partnership with SEGA to bring Sonic the Hedgehog into brick form, thanks to a concept design submitted to the Danish toy maker’s invention platform, LEGO Ideas. Created by a 24-year-old LEGO superfan, Viv Grannell, the design was inspired by SEGA’s critically acclaimed 2017 …

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Melissa & Doug | “We’re hitting a sweet spot with consumers right now”

Last year, and in the weeks that followed its ‘biggest push into the licensing space to date’ through a partnership with ViacomCBS’ PAW Patrol and Blues Clues brands, the global toy maker Melissa & Doug expressed its plans to evaluate licensing “as an area to grow its reach.” The move …

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Rainbow Designs unveils new We’re Going on a Bear Hunt toys in Walker Books partnership

Rainbow Designs is encouraging children to undertake their own Bear Hunt adventures this year as it launches its new We’re Going on a Bear Hunt collection of soft and wooden toys to the market. Based on Walker Books’ classic storybook of the same title, the toys take inspiration from the …

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Disguise Inc lands Nintendo partnership for Kirby costumes amid ‘video game licensing explosion’

Disguise Inc, the costume division of the toy manufacturer, JAKKS Pacific, has secured a new partnership with Warpstar – the IP management affiliate of Nintendo – to design, market, and distribute costumes and costume accessories for the Kirby franchise. The new deal will cover the worldwide distribution rights for the …

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Spin Master names Penguin Young Readers its global publisher for Mighty Express

The global children’s entertainment company, Spin Master has secured a global publishing deal for its Mighty Express IP with Penguin Young Readers, a division of Penguin Random House. Under the new deal, the publisher will have the global rights to roll out 8x8s, board books, shaped board books, picture books, …

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Mattel’s Whac-A-Mole to get own TV game show as toy firm prepares for tabletop re-release

Whac-A-Mole has become the latest Mattel toy property to receive the TV treatment as the television production outfit, Fremantle, prepares to develop a new game show based on the title. The move comes amid a slate of TV licensing announcements from Mattel, including the most recent partnership with Propagate to …

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New Sonic the Hedgehog series to charge onto Netflix in 2022

A new animated series of Sonic the Hedgehog called Sonic Prime will be tearing onto Netflix with a worldwide premiere scheduled for 2022. The 24-episode animated adventure is the product of a triple-threat deal between Netflix, SEGA of America, and WildBrain. Aimed at kids, families, and long-time fans of the …

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Pop culture specialist Fanattik lands pan-European TMNT gift deal

The pop culture specialist, Fanattik, has signed a pan-European gift license with ViacomCBS Consumer Products to develop and launch a Teenage Mutant Ninja Turtles-inspired collection. The new range will span home decor, barware, gifts, and collectables, all of which will be available from June this year in shops across Europe. …

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Ravensburger reveals Pusheen Purrfect Pick card game

Ravensburger has partnered with the social media star, Pusheen the Cat to launch a new card game called Pusheen Purrfect Pick. The family-friendly card game sees players plan their perfect weekend by collecting ‘essentials’ from the board and using them to take snapshots for their weekend. Essentials include Pusheen’s friends …

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Fan demand fuels second series toy roll-out for Braille Skateboarding’s mini skateboards

Fan demand has fuelled a second series roll-out of toys for two of Semaphore Licensing’s hit YouTube channel properties, Braille Skateboarding and Trinity and Beyond. Reflective of the current and continued demand for YouTube content and influencer-inspired licensed brands, Semaphore Licensing has been ‘thrilled’ with the response to toy lines …

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