The Next Chapter in Licensing Deals

The Internet may be what everyone is talking about, but judging by the robust offering of licensed brands expanding in the publishing arena, print media has a long and profitable life ahead. The growth encompasses both evergreen

April 6, 2018

The Next Chapter in Licensing Deals

The Internet may be what everyone is talking about, but judging by the robust offering of licensed brands expanding in the publishing arena, print media has a long and profitable life ahead. The growth encompasses both evergreen brands reinventing themselves in new product categories and relatively new players building momentum.

Scholastic Media is relaunching Goosebumps to a new generation of kids through an extensive campaign that involves a 12-book series entitled Goosebumps Horrorland, television episodes airing on Cartoon Network, a multi-platform video game, three new DVD titles and two Web sites



Scholastic also is rolling out an audio book set and Halloween costumes and later will expand the brand into apparel, games and toys and party goods.

The Emmy-winning animated series "WordGirl" also was a big priority for Scholastic at Licensing Expo. A merchandising program will launch with two titles available exclusively at Scholastic

Book Clubs and Fairs in fall 2008, followed by a wider rollout of four books for the general market in the spring. The publishing programs will serve as a precursor to a larger merchandising effort planned for 2009.

Wiley Publishing is rolling out a host of new topics under its For Dummies line. Twelve new For Dummies arts and crafts sets offer consumers an introductory experience to a variety of techniques from watercolors to clay to fashion design. Also available will be a volume for consumer electronics that provides instructions on jobs such as hanging flat-panel TVs. Other titles include

GPS Personal Navigation Device For Dummies


Internet Phones For Dummies.

Wiley's portfolio also includes a six-piece Frommer's Luggage collection. The line is lightweight and engineered to withstand rough handling and all weather conditions.

United Media rolled out a comprehensive portfolio of product based on Fancy Nancy, the HarperCollins national bestselling series. The brand is backed up by a host of licensing deals including: American Greetings for greeting cards, gift bags, wrap and note cards; Briarpatch for games and puzzles; Celebrate Express for party goods and accessories; Effanbee Doll Company for collectible dolls/accessories; Innovative Designs for stationery, school supplies and writing instruments; and JLA Home for bed coverings, pillow cases, blankets, toddler sets and wall décor. Most recently Fancy Nancy, along with JAKKS Pacific, launched a line of dolls, girls' role-play and dress-up and craft and activity items at Target.

Big Idea and Genius Entertainment were promoting their upcoming Aug. 19 release of a special 15th anniversary DVD of VeggieTales' first-ever animated video title, "Where's God When I'm S-Scared?" that will be available for Halloween. A 10-week "God Made You Special" live tour kicks-off this fall and travels to more than 40 cities throughout the United States and Canada from September to November.

Random House will publish two new titles for VeggieTales this summer, "LarryBoy and the Fib from Outer Space" Little Golden Book and "Lyle the Kindly Viking" Little Golden Treasure.

Blue Box will expand its toy line with new SKUs hitting retail shelves this fall. Pint Sized Productions is expanding its VeggieTales line with new Bob and Larry plush items debuting in October. Also available are a variety of new puzzles from Talicor and holiday ornaments from Dicksons.

Peter Rabbit looked a little green at the Licensing Expo thanks to the debut of the Peter Rabbit ... Naturally Better line. The character from the children's storybooks by Beatrix Potter, an early advocate of protecting the environment, will adorn an environmentally conscious line of products.

Penguin Young Readers Group has develop a series of Peter Rabbit books that will be printed on Forest Stewardship Council-accredited or recycled paper and will use vegetable-based inks. The books will be in stores beginning January 2009. In addition, EcoNatura has developed a range of organic toiletries, including shampoo and baby balm, bearing the Peter Rabbit name. Products are free of estrogen, bisphenyl and phthalates and will be available this summer. The Peter Rabbit icon also will grace a line of USDA-certified organic food for children this summer.

With more than 46 million books sold in more than 50 countries, Entertainment Rights is celebrating Waldo's 21st birthday with a multimedia marketing campaign and consumer products program aimed at 20-somethings. Candlewick Press is releasing new Waldo editions, including The Ultimate Travel Collection, this June with additional titles to follow this fall. Local Celebrity, will roll out a line of Waldo-themed young men's and juniors' T-shirts in fall 2008.

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