The full version of this article is available in the June issue of License! Global.

Licensing agency Beanstalk is heading into the digital world with the launch of a new division specifically targeted to extend such properties. Tinderbox will operate within Beanstalk and aim to help digital brands extend to consumer products through licensing.

“Beanstalk has identified a growing trend of new media brands making the leap into consumer products, and additionally that these brands themselves were specialized in their craft, fast-paced and focused,” says Daniel Amos, director, brand development, Tinderbox. “For many (of these companies), consumer products is/was an afterthought. Tinderbox, the division, has been developed as an all in one solution that will leverage its expertise to build programs that spread like wildfire.”

Tinderbox has been established to address the growing demand for a brand licensing agency expert for extending digital properties–from social networks to interactive gaming, and all categories of apps including games, entertainment and lifestyle.

First clients for Tinderbox will be the tween social network MovieStarPlanet and app properties “My Singing Monsters” and “The Beetnuks.”

Tinderbox will further the existing product program for MovieStarPlanet, which was developed by Beanstalk and includes apparel, accessories, home décor, stationery and publishing.

“My Singing Monsters” is a world-building music game developed by Big Blue Bubble, in which the user collects and breeds monsters; while “The Beetnuks” is a new brand under development from BlooBuzz (a subsidiary of Quebecor Media), supported by a mobile game and other media. Tinderbox will work to build consumer product programs for both.

“Digital is one of the fastest growing categories in brand and entertainment licensing, which is why we felt it was necessary to create a new business unit that operates as an extension of Beanstalk and could address the individual needs of new and existing brand partners,” says Michael Stone, chief executive officer, Beanstalk. “Tinderbox will be a catalyst for further industry growth by channeling decades of accumulated experience at Beanstalk into a new service that’s dedicated specifically to helping digital brands develop new, innovative licensing extensions.”