Genius Brands Signs New Deals for 'Rainbow Rangers' and 'Llama Llama'

“Llama Llama” and “Rainbow Rangers” have new licensing deals in the works.

License Global

July 23, 2020

2 Min Read

Genius Brands has announced new licensing deals for its “Rainbow Rangers” and “Llama Llama” brands.

In the consumer products’ space, Genius Brands is gearing up for the August retail launch at Walmart for the “Rainbow Rangers” toy line from Mattel, along with hundreds of other product SKUs coming to retail over the next 12 months.

In addition to Mattel, current manufacturing partners producing product for mass retail and online for “Rainbow Rangers” include: 

  • Distribution Solutions (DVDs)

  • Bentex (apparel)

  • MacMillan Publishing (books)

  • Dynacraft (bicycles – a completely sold out first run with more arriving this fall)

  • Centric Brands (sleepwear)

  • Handcraft (underwear)

  • Disguise (costumes and accessories)

The company is also developing its international retail program and has appointed two new licensing agents to manage “Rainbow Rangers” in key territories, including Tycoon in Mexico and ETS Licensing in Italy.

“Today, we’re sharing the announcement of distribution deals stretching across four different continents and consumer products licensing deals with products ranging from branded face masks to bicycles,” says Andy Heyward, chairman and chief executive officer Genius Brands. “These new agreements give us an even stronger platform to deliver long-term value at Genius Brands. We are working diligently to build a value machine in children’s entertainment – gathering the best talents in the industry and striving to provide top-quality content. This is the best way to deliver long-term shareholder return.” 

For “Llama Llama” additional partners have been appointed to create products for a wide range of mass, specialty and online retail distribution nationwide, including:

  • Kids Preferred (plush)

  • Bendon Publishing (activity books)

  • NCircle Entertainment (DVDs)

  • Scholastic (game and activity books available exclusively at Scholastic Book Fairs)

  • PhatMojo (toys)

  • Cuddle Barn (holiday plush)

  • Core Home (range of hydration and feeding products)

  • Everyday Kids, (children's bedding and home décor) 

  • SPIRIT! (book with plush set)

  • Decopac (bake design and decorating kits)

  • Prime Party (party goods)

  • Creative Converting (party accessories)

  • (Halloween costumes)

  • Kurt Adler (holiday ornaments)

In the international marketplace, Genius Brands has appointed Centa IP as licensing agent to drive the “Llama Llama” business across Pan-Asia.

For the “Llama Llama” brand, Genius Brands has also partnered with on a new initiative to feature “Llama Llama” branded cloth face masks.  

This news follows a slate of company announcements regarding the creation of the Stan Lee Universe, anchored by a global deal with Archie Comics and the appointment of Michael Uslan as head of development for Stan Lee Universe.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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