JLG has earned recognition for its strategic brand extensions, identifying emerging trends and pioneering buzz-building collaborations for over two decades.

License Global

February 27, 2024

2 Min Read
Joester Loria Group logo.
Joester Loria Group logo. Joester Loria Group

The Joester Loria Group (JLG) has marked its 25th anniversary, celebrating its delivering award-winning licensing programs, brand extensions and strategic partnerships for some of the world’s most renowned and coveted brands. 

Founded in 1999 by Licensing International Hall of Fame honorees, Debra Joester and Joanne Loria, JLG has been at the forefront of the licensing industry with a commitment to excellence, creativity and dedication to delivering success for a diverse roster of clients. JLG has earned recognition for its strategic brand extensions, identifying emerging trends and pioneering buzz-building collaborations.  

In its first decade, JLG won recognition for orchestrating the return of Care Bears, appealing to the mothers who grew up with Care Bears and a new generation of fans. With a strategy that delivered distinct, curated programs for infants, toddlers and teens, Care Bears became a top-selling brand worldwide. The agency also garnered recognition for its automotive licensing strategy for the Jeep brand, driving billions of dollars in sales with luggage, strollers, bikes, apparel and 650 Jeep-dedicated stores on three continents. JLG continues its innovative work in the automotive sector, representing Toyota Motors North America’s Toyota and Lexus brands.  

Food and beverage brands have been a centerpiece of JLG’s portfolio since 2004 when PepsiCo retained the agency. Over the next decade, JLG   expanded that roster to include Frito Lay, WK Kellogg Co., Kellanova, Modelo, Corona and Pacifico Beers, Chiquita and McDonald’s, developing highly successful brand extensions and programs designed to enhance consumer engagement and brand affinity.  

JLG’s literary licensing division covers celebrated brands such as The World of Eric Carle, Miffy and Dav Pilkey’s publishing franchise, including “Dog Man” with its licensing program extending to the DreamWorks/Universal feature film release in January 2025. The agency’s work continues to elevate Eric Carle’s legacy with award-winning products, promotional partnerships and experiential brand extensions. Similarly, the agency’s work with Mercis has established Miffy as a Gen Z favorite in North America. 

“As we celebrate our 25th anniversary, we reflect on the remarkable journey that has brought us to this milestone,” says Joester, president, chief executive officer, The Joester Loria Group. “We are proud of our long-term relationships with clients, retailers and manufacturers and the strategic approach that ensures consumer engagement with our clients’ brands in unique and authentic ways. On a personal level, I am incredibly proud of the entire JLG team, their professionalism and ability to deliver exceptional results.”  

Looking ahead, the agency remains committed to innovation and excellence, with a keen eye on cultural change and the dynamic, evolving marketplace. 

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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