The Top 150 Global Licensors: Page 12 of 16


Welch’s, a trusted American icon and worldwide leader in grape and fruit-based products, has extended their equity through a variety of products including fruit snacks, fresh fruit, frozen fruit, frozen fruit Greek yogurt smoothie kits, juice freezer bars, licorice, sparkling juice cocktails, dried fruits, freeze dried fruit, trail mixes, in-home beverage concentrates and foodservice spreads. Top licensees in 2014 were promotion in Motion and Nature’s Touch. Promotion in Motion continues to have the No. 1 fruit snack in the U.S. with Welch’s, and its PB&J snacks are now sold nationally. Nature’s Touch recently introduced frozen fruit and veggie smoothie kits, the first time that Welch’s has used licensing to associate itself within the vegetable segment. In 2014, distribution of Welch’s licensing program continued to grow leaps and bounds with top retailers in the U.S. and Canada including Walmart, Costco, Stop & Shop, A&P, Albertsons, Shop Rite, Meijer, Associated Grocers, Kroger, Walgreens, Winn Dixie, Costco, BJ’s, Loblaw’s and Sobey’s. Top licensing initiatives that will drive growth for Welch’s licensing program in 2015 include Welch’s dried fruit and freeze dried fruit, continued category expansion of Promotion in Motion’s PB&J snacks, continued retail doors growth of Nature’s Touch frozen fruit, release of in-home beverage concentrates from SodaStream and release of sparkling juice beverages from Arizona beverages. In addition, Welch’s will be announcing several new exciting partnerships and launches in 2015 that will continue to drive the No. 1 fruit-based brand in licensing forward to at least $450M in retail sales in 2015.


Top licensed property in 2014 was Care Bears. Top retail partners were Target, Toys ‘R’ Us and Walmart. Domestically, Just Play is the master toy partner and includes medium plush with entertainment, jumbo plush, plush beans and figurines. Lionsgate is the home entertainment partner. There are costumes for teens/tweens from Leg Avenue and kids’ costumes from Disguise. For pets, Fetch for Pets has created Care Bears dog toys and accessories at Petsmart. On the international side, Care Bears enjoyed a successful co-branded partnership with Sanrio in Japan named Kiki & Lala x Care Bears, as well as a collaboration pop-up shop at Parco, also in Japan. In 2015, Care Bears was named one of the Top 5 Toys at the 2015 New York International Toy Fair, and Care Bears Sing-a-Longs will be available fall. Just Play will also release additional characters and seasonal plush that will be rolling into the core plush line, as well as play sets, bath squirters and figures with accessory sets. There will also be new product launches in 2015 that will include bikes by Dynacraft, girl’s costumes by Disguise and puzzles by Karmin. In apparel, a collaboration between Care Bears and the junior’s apparel label, Iron Fist, will bring style to tweens, teens and young adults as Iron Fist puts their fashion-forward spin on the Care Bears line. Finally, Fetch for Pets will expand on its successful 2014 program with new dog toys and apparel through Petsmart. Internationally, famed Spanish fashion designer and trend spotter, Krizia Robustella, created a new Care Bears fashion collection that was presented at 080 Barcelona Fashion on Feb. 4. It will be available at specialty stores in September. Ichiban Clothing has created a trendy teen/adult apparel line that is currently available at Asos, which is the U.K.’s largest independent online fashion and beauty retailer. Additionally, Care Bears are planning an international toy roll out in over 25 countries.

$380M (E) (PRIVATE)
HIROYUKI KINOSHITA, CEO, +81.3.5261.7619

Key properties include Dragonball, One Piece, Pretty Cure, Saint Seiya, Sailor Moon, Digimon and Toriko.


2014 marked the launch and expansion of a number of legacy brand extensions. Leading the way was the Metropolitan Home Collection in case goods, extension into outdoor furniture and the launch of soft home bedding and wall art; followed by the Seventeen fashion collection at Sears that leveraged the teen/millennial 70-year equity and authority in fashion and beauty, and Esquire’s editorially curated ties and perfect fit shirts at Men’s Wearhouse. Car and Driver also continues to lead the enthusiast’s wants and needs with a must-have collection of automotive car care accessories with strong retail expansion growth and consumer acceptance. Hearst Brand Development’s range of legacy brands and audience reach allows for national distribution. In 2014, its brands benefited from both multiple distributions as well as exclusive partnerships, including the Metropolitan home collection at national and regional furniture retailers and soft home at, Car and Driver at mid-tier and specialty doors, the Esquire shirt and tie collection at Men’s Wearhouse and Seventeen apparel at Sears. In 2015, Hearst Brand Development will continue to expand on substantial partnerships with Seventeen in fragrance and beauty, Metropolitan Home in all hard home categories, re-launch the Country Living Home and Artisans collection, further the fashion category expansion for Esquire and a branded spirit, as well as launch professional services and travel tours.

$355M (NYSE: OXM)

Tommy Bahama, which celebrated its 20th anniversary in 2013, is a global lifestyle brand that encourages the world to Make Life One Long Weekend. The brand produces men’s and women’s apparel, footwear and accessories, and over the years has evolved to include an assortment of personal and home product categories to further complement its relaxed island-inspired style. Licensed categories include watches, hats, loungewear/sleepwear and luggage that seamlessly integrate into the collection. In 2014, Tommy Bahama launched a new men’s personal fragrance with Parlux, named Compass, which was followed with the launch of Island Life, a fragrance for both men and women. Tommy Bahama also launched a co-branded collaboration with luxury sun care company COOLA Suncare for an exclusive line of sunscreen products. The success of Lexington Home Brands indoor and outdoor furniture collections lead to other licensors for rugs, bedding, table linens, home fragrance and the recently launched mattress collection with Therapedic. Tommy Bahama products are available at U.S. retailers as well as more than 150 Tommy Bahama retail locations worldwide including Asia, Australia, Canada, Dubai and Japan and at Beyond the retail stores, the company also has 15 restaurant and bar locations and will be opening its latest Tommy Bahama restaurant, bar and store–a three level flagship–in Waikiki, Hawaii, in fall 2015.


Mars Retail Group’s key properties are iconic brands from Mars, Inc., including M&M’s characters, M&M’s brand candies, Snickers Bar, Starburst brand and Skittles brand. Top retail partners and licensing programs during 2014 include ERE (apparel, housewares and plush), CandyRific (novelty and candy dispensers), Maxell (electronic accessories), Trends International (calendars), EB Brands (travel accessories) and Mad Engine (apparel). Mars Retail Group specializes in bringing colorful chocolate fun to life in new and different ways, allowing customers and consumers to experience the thrill and excitement of its trademark M&M’s World locations, now available in everyday retail stores. MRG can create themed displays that align with seasons, holidays or special events, such as family game night, family movie night and sports. Key initiatives include implementing a Mars One Voice strategy that creates themed displays with candy and merchandise that can be customized and executed in many forms at various price points. The company’s continued interest in exploring international opportunities and strategically adding categories to grow the current assortment bring the One Voice strategy alive at retail locations throughout the U.S. including independent retailers, Kroger, Sam’s Club, Target, Walgreens and Walmart.

$324M (NASDAQ: GT)

During 2014, the Goodyear licensing program focused on the growth of existing licenses as well as identifying and executing new licensing opportunities throughout the world in categories such as automotive accessories, garage, footwear and fashion apparel. New licenses were secured in numerous countries. Moving forward, the Goodyear licensing program will continue to develop a variety of equity-driven licensees across a broad range of categories.


The creators of the blue chicken named Galinha Pintadinha that has become a Latin American phenomenon have many reasons to smile lately. Not only it is currently the No. 1 Brazilian preschool brand, but it also has 60-plus licensees, 1.8 million DVDs sold and 8 million app downloads in Brazil alone. It was created after a video loaded on YouTube for pitching purposes that was never removed. After 6 months, the video had silently and surprisingly reached 500,000 views. And while it was not intended to be viral, Galinha Pintadinha became a member of the family in virtually every Brazilian household. Today, with 1.4 billion views on the Brazilian YouTube channel, a milestone achieved by few, the Gallina Pintadita has recently reached over 830,000,000 on its Spanish YouTube equivalent. To expand its tremendous success, Gallina Pintadita, as it is commonly known in Spanish, has joined forces with 4 major licensing agencies–Televisa (Mexico), CPLG (Spain), Character Mix (Argentina/Colombia) and P&L Global (Peru/Chile), covering all countries in South America, Caribbean Islands, Mexico and Europe.

The international program had its debut in Las Vegas at the 2014 Licensing Expo. Redibra (licensing agency) and Bromelia (producer) promoted an event that gathered the agencies that are currently working the brand in Hispanic territories under Redibra’s guidance, prospects and some Brazilian licensees. The main goal was to connect these groups so they could discuss partnership opportunities and future engagements. This resulted in over 25 international licensees, which are now developing products for their local markets. Summits are now taking place in each region with a strategic presentation so that prospects understand the licensing, marketing and overall brand strategies. Mexico was the first country to organize this gathering. Prospects, licensees and retailers were very enthusiastic after listening to the morning speech delivered by Redibra, Bromelia, YouTube and Televisa’s team. The property is in all major retailers in Brazil. Its goal in 2015 and beyond is to explore other countries, launch a new series and create new style guides.


Key brands are The Three Stooges brand, The Three Stooges Movie, The Grizzly Adams brand, Celebrity Chef Jason Santos, The Magic of Michael Grandinetti, Motor Marc Lacourciere, The Big Bopper and Barbi Benton. Top retail partners and licensing programs during 2014 include high-end collectibles that expand the brand presence in the collectible and memorabilia category globally with such products as Three Stooges 8-inch collectible figures of Larry, Moe, Curly and Shemp dressed in colorful outfits from some of the most memorable scenes from The Three Stooges shorts. New Three Stooges apps and themed email programs launched in 2014, with additional apps to come in 2015. The Chronicles of The Three Stooges trading card set came to market in 2014 with the first two of four releases. This is the most complete Three Stooges trading card set featuring all 190 Columbia shorts plus their feature films and other work. The complete set also includes several add-on packs of various recognizable artist sets and several special sets, including supporting players sets. Three Stooges online gaming and digital licenses hit in 2014, with more games coming online in 2015. The Connecticut Lottery ran its third Three Stooges Scratcher game in 2014 and used the brand in a statewide media campaign. Connecticut is scheduling a fourth Three Stooges game for 2015. The Three Stooges Lottery program also expanded with the addition of eInstants online lottery games, now available to states along with the traditional scratcher games. Major advertising licenses for The Three Stooges brand include Fox Sports 1, which used the brand to promote its 2014 Major League Baseball coverage, and a national multimedia campaign in Argentina with Quilmes Beer that enjoys a 75 percent market share. The new The Three Stooges movie global video release at retail with Twentieth Century Fox Studios also continued. The company additionally leveraged co-branded merchandise opportunities from the 2012 The

Three Stooges movie with selected promotional partners (NASCAR, Six Flags and others) to penetrate additional retail distribution networks, and coordinated with key licensees to expand current direct to retail programs for Three Stooges merchandise and other brands represented to include in-store, online and the development of future HSN and QVC offerings. Key Retailers include thousands at all retail levels including mass, mid-tier and specialty throughout North America and globally. Specific product and category licenses and licensing opportunities for The Three Stooges brand and other C3 represented brands for 2015 and beyond include expanded home goods licenses for The Three Stooges brand and the Grizzly Adams brand for woven throw blankets and tapestries, fleece blankets, beach towels, pillow cases, throw pillows and bandanas; Zynga added The Three Stooges brand to its popular Facebook-based Hit It Rich Game in April 2015; The Three Stooges coin operated arcade game is at market with worldwide placements continuing in 2015 and 2016; high-end art from Photorealism hit market in January 2015 and recently showcased in New York City’s Times Square; The Three Stooges video game currently is in development for digital download as well as a retail version; a new nine-part miniseries, Hey Moe! Hey Dad!, which details the history of The Three Stooges will hit retail as a boxed DVD set, memorabilia packet and booklet with an initial retail presence at Target in late spring 2015, with other major retailers following in fall 2015 and in 2016. Specific licenses for other C3 represented brands to market in 2015 are a VISA-branded debit card for Chef Jason Santos; a high-end interactive magic kit for The Magic of Michael Grandinetti; a license for Motor Marc Lacourciere for regular and embossed tin signs, MDF signs, canvas wall art and framed art; and an online slots game for The Big Bopper. These all add additional retail presence for C3 represented brands that is expandable. The new The Three Stooges Movie distributed by Twentieth Century Fox Studios worldwide in 2012 created a new movie-themed licensed product line that remains at market, expanding the brand’s retail presence, including for the existing licensed classic Three Stooges product line through acquisition of additional domestic and international licensees and a larger global retail presence. The program will continue and create a placement base at retail and for additional licensees with the next new Three Stooges movie currently in development. Additional Three Stooges entertainment productions will enhance licensing opportunities in 2015 and beyond. Current entertainment projects include the next all new The Three Stooges movie from C3 Entertainment featuring the continuing adventures in mirth, merriment and mayhem; and the all-new, animated Three Stooges will be coming to television. There’s also a TV special, One Hundred Years Of Stooges, which follows all The Three Stooges from boyhood through their long distinguished career in vaudeville, films and television. Entertainment initiatives for other C3 represented brands will create additional licensing opportunities for current licensees and future licenses. These initiatives include several projects currently in development such as a cooking series for chef Jason Santos, a TV series for Grizzly Adams, TV specials for The Magic of Michael Grandinetti, a reality show for Motor Marc Lacourciere and a feature film biopic for The Big Bopper.

$300M (NYSE: CBS)

A diverse slate of TV and film brands drove 2014 activity for CBS Consumer Products. Star Trek continues to expand as it prepares for its 50th anniversary in 2016. New Star Trek pop-up shops at major fan conventions, Star Trek films enhanced with live orchestra, and the chance to contribute their ship designs to a calendar gave fans new ways to engage with the brand. The introduction of the award-winning Phaser Universal Remote Control prop replica brought cosplay to a new level, amplifying fans’ experiences while watching their favorite series. CBS Consumer Products also added MacGyver and The Honeymooners to its classic portfolio with licensing programs set to launch in 2015. E-commerce initiatives extended with the launch of a dedicated I Love Lucy shop and a shop with fan-inspired gear for CBS Films’ The Duff. Specialty and e-commerce retailers led programs in 2014. Official Star Trek online shops in the U.S., U.K., Germany, Japan and Brazil delivered popular products locally to fans across the world. expanded their Star Trek collection with new categories. Penny Dreadful leads licensing plans for current series in 2015 with a number of licensees launching new collections for the second season premiere in May 2015 on Showtime. Publishing for primetime shows, such as Elementary and Showtime Series Penny Dreadful, are also an initiative for 2015. The upcoming year will focus on finalizing strategic marketing, merchandising and promotional plans for Star Trek’s 50th anniversary.

$285M (NYSE: BGG)

Key properties are Briggs & Stratton, Snapper and Murray. Top retail partners include Walmart, The Home Depot, Lowe’s, Tractor Supply Company, Sears, Meijer, Advance Auto Parts and AutoZone. Top licensing initiatives that will drive growth in 2014 and beyond include outdoor power equipment, fuel cans, oil, batteries and premium ethanol-free gas.

Add new comment