Firefly Brand Management Signs Haylett Entertainment to Rep ‘Piney’

The Christmas special is building a licensing program.

October 12, 2021

Firefly Brand Management has announced that it has signed with Haylett Entertainment to be the exclusive North American licensing agent for the children’s holiday animated special “Piney: The Lonesome Pine.”

Starting now, Firefly will seek licensing partners in product categories for the holiday special based on the book “The Lonesome Pine,” written and published by Jane West Bakerink.

“We are excited to be part of what is certain to be the next ‘Christmas Classic,’” says Cynthia Modders, president, Firefly Brand Management. “For years this space has been very complacent with the usual traditional holiday programs. With ‘Piney: The Lonesome Pine,’ we have something new, fresh and exciting set to take the world by Christmas storm! The special has now secured 67 countries and continues to dominate this coveted time of year.”

The animated special premiered in the U.S. in December 2020 and ran through January on Disney Junior, The Disney Channel, and the DisneyNOW app and is set to return

on the channels for this year’s 2021 holiday season through the 2024 season.

“We are thrilled to have Firefly on board representing the Piney brand,” says Jane West Bakerink, writer and co-president, Haylett Entertainment. “It was an instant connection of the hearts and minds.”