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Licensing

The Smiley Company signs Rubik’s Cube promo with McDonald’s

In a new triple-threat licensing partnership, The Smiley Company has secured a deal for SmileyWorld-branded Rubik’s Cube toys to feature in an upcoming McDonald’s Happy Meal promotion. The deal was brokered by The Marketing Store and will see the promotion launch this April in McDonald’s restaurants across France for five …

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The Entertainer partners Animaccord for Masha and the Bear spring retail campaign

High street toy retailer, The Entertainer has detailed its spring retail campaign for 2019, partnering with Animaccord for an exclusive Masha and the Bear initiative. The partnership kicked off this week, and will run until late April. Throughout the campaign, The Entertainer will bring branded Masha and the Bear display …

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Heidi gets a Playmobil makeover as toy firm details first licensed lines

The titular hero of the popular animated children’s series, Heidi, has found herself immortalised in Playmobil fashion, thanks to a licensing partnership between the toy brand and the series’ production studio, Studio 100. Studio 100 Media/m4e has signed an extensive licensing agreement with Brandstätter Stiftung for the worldwide rights – …

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Hit YouTube channel ChuChu TV makes play for toy space with Brandgenuity

The smash hit YouTube channel ChuChu TV is making its move for the toy industry, having named Brandgenuity its licensing agent for North America. The appointment was made by the digital brand’s master global licensing agent, Dream Theatre. Together, Dream Theatre and Brandgenuity have detailed their plans to expand the …

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Opinion: Is it game on for Panini and Topps this football season?

Greg Lansdowne is a freelance writer and communications professional, specialising in the collectables industry. An avid collector, his professional interest began when he wrote Stuck on You – The Rise and Fall of Panini Stickers in 2014. It’s a big year that lies ahead in the world of collectable trading …

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Fox Consumer Products chief to leave post in wake of Disney merger

Twentieth Century Fox Film’s president of consumer products and innovation, Jim Fielding is exiting the firm in the wake of Disney’s $71.3 billion acquisition of most of Fox. Fielding is a consumer products veteran, and one of the high-ranking Fox managers to be leaving the company now that Disney has …

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LEGO triumphs over Chinese imitator in trademark battle

LEGO has beaten another Chinese imitator in its latest trademark battle, having now seen the UK IPO cancel the trademark of a company making ‘almost identical’ products. LEGO had been battling to get the trademark belonging to a company called Lepin for over a year. Its owner Longjun Toys had …

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Gale Force Nine Games is re-releasing the Dune board game, 30 years after its original launch

Board game developer, Gale Force Nine Games is tapping into the retro revival with the re-release of the sci-fi board game Dune, 35 years after its original launch. It was revealed last year that Gale Force Nine had secured the rights to the retro game based on Frank Herbert’s iconic …

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