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Articles from 2021 In September

A Masterclass in Bringing Brands to Life

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Straightforward products are no longer the done thing. Successful brands are focused on experience, education and helping fans engage with what we love. During lockdown, our need for at-home cooking skyrocketed and engagement with the “MasterChef” brand was through the roof. Want to keep the kids interested in the kitchen? Fire up a virtual reality cooking challenge that takes the family into a virtual replica of the “MasterChef Junior” kitchen. Been hooked on “Peaky Blinders?” Buy products that are designed and created as if by Shelby Company itself. Want to spend more time with the kids? Take the manic physical challenges of “Wipeout” and place them in your backyard with a 16-foot water-powered obstacle course. Banijay Brands and their local licensing divisions around the world, including Endemol Shine North America, aren’t just taking the shows we know and love further via products, it is enhancing the role it plays in our lives and helping consumers truly engage with its library of IP in meaningful ways. Not bad for a dedicated brand division founded just over a year ago. 

“All of our brands have their own niches in terms of target demographics and that’s the wonderful thing about Banijay and Endemol Shine North America is that we have something for everyone,” says Scott Shillet, vice president, licensing, Endemol Shine North America. “All of our brands are global, they’re beloved around the world so there’s a lot of synergies when working on global partnerships. But overall, the biggest benefit is obviously having a much deeper catalog.”  

Banijay acquired Endemol Shine Group in 2020 and added a portfolio of globally loved brands to its roster, from “MasterChef” to “Mr. Bean,” “Peaky Blinders” and “Wipeout” to name a few.   

Want to read more? Check out the full story in the August issue of License Global, out now! 


Freeform Conjures Up New ‘Hocus Pocus’-Themed Products for '31 Nights of Halloween'


Freeform is again presenting their annual movie lineup, “31 Nights of Halloween.” In celebration of the month-long event, Freeform has teamed up with both Carvel Ice Cream and Ryan Porter's Candier to create custom treats inspired by Disney’s “Hocus Pocus,” which will air on Freeform throughout October. 

Carvel Ice Cream and Freeform are celebrating with three new shake flavors served with a limited-edition “31 Nights of Halloween” x “Hocus Pocus” cup and spoon that pairs with each Sanderson Sister available now through Oct. 31. 

Carvel and Freeform's 31 Nights of Halloween Sanderson Sister Shake lineup and limited-edition cups and spoons are available at Carvel shoppes and on food delivery platforms, while supplies last.  

Ryan Porter's Candier brand joins Freeform to celebrate "31 Nights of Halloween" with a trio of candles inspired by the Sanderson sisters from Disney's "Hocus Pocus," available on through Oct. 31. A single limited-edition "Mostly Dead on the Inside" candle will also be available during the same time.  

Freeform's "31 Nights of Halloween" will air more than 30 Halloween movie favorites this October. The full schedule can be viewed here. To find a participating Carvel shoppe and delivery availability near you, visit

Blueprint Collections to Feature Frida Kahlo


Art Ask Agency has announced the launch of the officially licensed Frida Kahlo Blueprint Collections range of gift and stationery products in the U.K. and Republic of Ireland. 

“Blueprint is delighted to be launching a collection of Frida Kahlo stationery and gifts.  This powerful brand, coupled with the bright, vivid designs will give it a unique position in the market,” says Lisa Shand, managing director, Blueprint Collections. 

The range includes more than 20 different SKUs with gold foil detail and tassels including a handbag notebook, recipe journal, travel mugs and more. 

“Having Blueprint as partners really is a privilege. Their long-standing reputation and proven effectiveness on the U.K market is admirable,” says Maria Strid, owner, Art Ask Agency. 


Mega Construx Reveals Barbie Collection


Mega Construx has unveiled a new line of buildable toys inspired by Barbie.  

The new products include;  

  • Barbie Malibu House; 

  • Barbie Adventure DreamCamper; 

  • Barbie You Can Be Anything accessories;  

  • Barbie Location accessories; 

  • Barbie Animal Grooming Station; and 

  • Barbie Malibu Building Toys bundle.

Marvel’s Avengers, Igloo Assemble for Cooler Collection


Igloo and Marvel released a special-edition Playmate cooler collection featuring The Avengers. This collection includes four Little Playmate coolers, each with a Marvel comic book-inspired design showcasing some of the original Marvel’s Avengers — Captain America, Hulk, Iron Man and Thor — and is available at

“We love teaming up with Marvel in bringing their coolest superheroes to life on the coolest lunch hero, the Playmate,” says Brian Garofalow, chief marketing officer, Igloo. “Through our new Marvel’s Avengers Playmate collection of Captain America, Hulk, Iron Man and Thor coolers, fans can save the day with ice-cold drinks and snacks time and again.” 

Igloo’s Marvel’s Avengers Playmate Collection includes a Captain America Little Playmate, Hulk Little Playmate, Iron Man Little Playmate and Thor Little Playmate. Each of these four Little Playmate coolers showcases custom graphics — across all four panels of the trademarked tent-top lid — inspired by artwork from retro Marvel Comics. 

The all-new, special-edition Igloo Marvel’s Avengers Little Playmate Collection each with a 7-quart capacity that fits up to nine 12-ounce cans, is available now, while supplies last. 

Jakks Pacific Introduces New Board Member


JAKKS Pacific has announced that Lori MacPherson has joined its board of directors. MacPherson served as executive vice president, global product management, The Walt Disney Studios from 2010 to 2014, following her positions as executive vice president and general manager, Walt Disney Studios Home Entertainment; senior vice president and general manager, Walt Disney Studios Home Entertainment North America, and a variety of senior marketing and product management positions with The Walt Disney Company since 1991. She is a member of the board of trustees of the Polytechnic School in Pasadena, Calif. 

“I am thrilled that Lori MacPherson has joined our board of directors,” says Stephen Berman, chief executive officer, JAKKS Pacific.  “Ms. MacPherson brings to us over two decades of experience in entertainment and consumer products, which dovetails perfectly with our hands-on, customer-focused company. We expect to benefit from her insights into broad segments of the customer base for our wide array of products.” 

“I am very excited to join the Board of JAKKS Pacific and look forward to working with my other Board members and management in continuing to spearhead JAKKS’ growth by reaching out to all segments of the consumer market for JAKKStoys and games,” says MacPherson. 

‘One Piece’ Hits the Runway with GCDS


Toei Animation has announced its latest collaboration with Italian fashion brand GCDS for an apparel line based on its animation series, “One Piece.”  

The partnership with the brand under Giuliano Calza, creative director, GCDS, debuted during Milan Fashion Week on Sept. 23rd. GCDS presented looks from the ready-to-wear capsule collection designed in collaboration with the “One Piece” series. 

For the announcement, GCDS and Toei Animation collaborated on a special trailer where the characters from “One Piece” wear GCDS clothing.  

“We’re thrilled to partner with a stunning apparel fashion brand GCDS to launch this exciting One Piece collection worldwide,” says Ryuji Kochi president, Toei Animation Europe. “GCDS embody the new generation of Made in Italy with colorful and plentiful trend which is in a perfect match with ‘One Piece universe. We are confident that the creative dimension of this capsule collection will bring a success for this collaboration.”  

The “One Piece” capsule collection is available at GCDS stores worldwide spring 2022. 

Precious Moments Signs Craftibly and McBeth


Precious Moments has announced Craftibly and McBeth as its two newest licensees in arts and crafts categories.  

Both deals were brokered on behalf of Precious Moments by Spotlight Licensing and Brand Management. 

Craftibly has been granted rights to manufacture and sell “diamond art” craft kits based on Precious Moments artwork. The Precious Moments diamond art kits will be sold through Craftibly’s brick-and-mortar diamond painting store location in Fort Worth, Texas, as well as chain and independent craft stores, pop-up craft/hobby events, specialty stores and its own website. 

“For those who haven't discovered diamond painting yet, this relaxing craft combines elements of paint by numbers and cross stitch,” says Michael Rasor, owner, Craftibly. “Crafters replicate beautiful works of art on a canvas by using small plastic beads called ‘drills’ that sparkle and shimmer once completed. Diamond painting may be relatively new to America, but it is a phenomenon that crafters across the world have come to absolutely adore!"  

McBeth has been granted rights to produce Precious Moments scrapbooking stickers and scrapbooking paper for distribution through mail order catalog, direct mail, off–price retailers, specialty stores and food and drug retailers as well as McBeth’s website. McBeth expects its first Precious Moments scrapbooking products to be available this fall.  

“Diamond painting and scrapbooking are fun activities that many Precious Moments fans already enjoy,” says Shehnaz Safiuddin, vice president, product and marketing, Precious Moments. “We are delighted that soon they will be able to find Precious Moments characters and artwork adorning beautiful diamond art kits from Craftibly and scrapbooking supplies from McBeth Corporation.” 


Goodwill Helps Create ‘The Addams Family’ Costumes


Goodwill has teamed up with MGM again to help shoppers get ready for Halloween with costumes inspired by ”The Addams Family 2,” opening in theaters and on demand on Oct. 1.  

Participating Goodwill nonprofit organizations, which operate stores and donation centers in their local communities, are partnering with MGM to help people create unique and authentic costumes with the inspiration and great finds from Goodwill and see “The Addams Family 2.”   

In addition, The Addams Family has taken over  Goodwill's Halloween website  to offer costume and décor inspiration and DIY options for people to peruse before heading to their local Goodwill stores.  

"Goodwill is the No. 1 Halloween destination for consumers and the place where frightfully unique costumes come to life," says Onney Crawley, chief marketing officer, Goodwill Industries International. "We're thrilled to once again partner with the first family of Halloween to provide shoppers with everything they need for do-it-yourself décor and costumes so they can be their own member of the Addams Family, or any other creature they can imagine."  

Adidas Announces Trae Young Collection


Atlanta Hawks point guard Trae Young and adidas have announced the Trae Young 1, the basketball player’s first signature basketball shoe and apparel collection.  

During the 2021 post-season, Young broke records and dominated Atlanta Hawks’ games. During that playoff run, he became the first player in league history with a 45-point, 10-assist game in the Conference Finals.  

“Trae embodies the mentality of limitless potential – unafraid to let anything get in the way of his ambition, he pushes boundaries, proves critics wrong and creates new space for himself and the game,” says Eric Wise, basketball general manager, adidas. 

The. company says the Trae Young 1 was designed to support his multi-directional playing style and the ways he moves on the court. Pulling inspiration from the laceless N3XT L3V3L silhouette Young wore in his first NBA season, the shoes have a half-bootie construction paired with laces for extra support, BOOST cushioning in the heel for comfort and a LIGHTSTRIKE midsole for lightweight responsiveness. 

“Adidas and I worked very closely on my first signature shoe and I’m hyped to finally let fans get a hold of them,” says Young. “When you’re wearing these, you’re repping that ice-cold mentality and the entire city of Atlanta.” 

The Trae Young 1 will be available initially in five colorways at and additional retailers including Foot Locker, Dick’s Sporting Goods, Champs Sports, Finish Line and Hibbett.   

“This moment is really special as it’s a reminder to the next generation of hoopers that through hard work and focus you can achieve your dreams,” says Young. 

The launch will also include three signature apparel items. Outfitted with Young’s signature logo and cutlines that mirror the Trae Young 1 footwear; the collection includes a quarter-zip pullover, pants and shorts and will be available on Oct. 1.