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Articles from 2020 In October

2C 2.0 to Make Social Campaign for ‘Blue’s Clues & You!’ Product Line


Launching the first line of toys for “Blue’s Clues & You!,” the remake of the curriculum-driven interactive series “Blue’s Clues,” Nickelodeon has teamed with 2C 2.0 to create a linear and social advertising campaign.

The goal was to create an enchanted VFX experience to bring to life Nickelodeon’s original, live-action “Kid Fantasy” concept in which Blue leaps from the TV screen to help a little girl find clues that transform normal objects into awesome “Blue’s Clues & You!” toys, games and plush. 

Once the shoot was completed 2C created a product launch campaign consisting of 30- and 15-second linear spots that could run on such OTT platforms as FireTV, SamsungTV and Pluto. The campaign also includes a mini-series of short social spots.

Toho Announces ‘Godzilla Day’ Collabs


Leading up to the kaiju’s 66th birthday on Nov. 3, Toho International has revealed a slew of Godzilla brand and licensing announcements to help fans celebrate Godzilla Day. 

The company announced a batch of all-new episodes to drop weekly for its popular “Godzilla Tales” series and also unveiled Godzilla-themed licensing collaborations in gaming, apparel, collectibles and more categories.

“Fans of Godzilla roar louder than any community I know, and we still want to make sure they are able to commemorate their favorite character in exciting new ways,” says Lora Cohn, managing director, Toho International. “With more people online than ever, now is the perfect opportunity to treat fans to the hilarious ‘Godzilla Tales’ series, while also filling the gap between our major theatrical release next year with ‘Godzilla vs. Kong.’ We are thrilled with the seamless collaboration of our licensees to deliver even more meaningful experiences and products to fans.”

Toho is furthering the Godzilla Day celebrations with the following licensee collaborations:

  • Mediatonic recently teased its Godzilla crossover to the world, bringing the fan-favorite kaiju to its multiplayer game “Fall Guys: Ultimate Knockout;”
  • American artist Shag (aka Josh Agle) has announced a limited edition, hand-pulled silkscreen serigraph print in two colorways; and
  • Mondo continues its lineup of Godzilla products with some brand-new collectibles including new tiki mugs, apparel and for the first time with the Godzilla brand, a line of vinyl figures and statues portraying Godzilla like nobody has done before.

On Nov. 3, 1954, Godzilla made its first appearance in Toho’s “Godzilla,” a classic monster movie widely regarded as a masterpiece. The date is officially Godzilla’s birthday, with a Godzilla Festival held in Japan each year to celebrate. In 2019, the festival gathered more than 20,000 visitors, and this year’s event will be held virtually.


PlayMonster, Ellen Digital Ventures Celebrate ‘5 Second Rule’ 10th Anniversary


To celebrate the 10th anniversary of party game “5 Second Rule,” PlayMonster is releasing an exclusive Anniversary Edition of the game featuring 50 new cards related to topics and happenings in the last decade such as “Name 3 streaming services” and “Name 3 social challenges.” 

PlayMonster and Ellen Digital Ventures have joined forces to celebrate the 10th anniversary and new game with a contest. In an OMKalen episode, viewers are challenged to submit their best 5 Second Holiday Glow Up on EllenTube for a chance to win a virtual seat to one of “Ellen’s 12 Days of Giveaways”! The 5 Second Holiday Glow Up contest launched on Oct. 23 and will run through Nov. 6.

“The beauty of this game is that most people know the answers—there’s no studying required, no doctorate-level education needed,” says Michael Sistrunk, creator, “5 Second Rule.” “The timing is what will get you tongue-tied and everyone’s on level playing ground…to start.” 

“5 Second Rule” has been played by celebrities on “The Ellen DeGeneres Show” for six years and has sold millions of copies in more than 50 countries.

To celebrate 5 Second Rule’s anniversary, PlayMonster and Ellen Digital Ventures have joined forces to celebrate the 10th anniversary with a contest. In an OMKalen episode, viewers are challenged to submit their best 5 Second Holiday Glow Up on EllenTube for a chance to win a virtual seat to one of “Ellen’s 12 Days of Giveaways!” The 5 Second Holiday Glow Up contest launched on Oct. 23 and will run through Nov. 6.

“It’s hard to believe 5 Second Rule has been delivering hilarious laughter to game nights for 10 years,” says Lisa Wuennemann, master marketing monster, PlayMonster. “Time really does fly when you're having fun!” 

‘Super BOOMi’ Kids Sanitizer Products Launch in China

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Up Studios has signed a licensing deal with personal hygiene and disinfectant product brand Swashes to release “Super BOOMi” hand sanitizer, hand wash foam and wet wipes.

The first wave of products has gone on sale in Swashes’ online Tmall stores across Asia, as well as on Super BOOMi’s own online shop. An additional 10 SKUs will be released in early November throughout offline retail partners and supermarkets across Greater China. 

Swashes and Up Studios also plan to offer the “Super BOOMi” sanitizer series to overseas markets to international distributors in early 2021.

Cosmo Squeezes Juice in the U.K.


LUXE Brands, the beauty company behind Ariana Grande’s fragrance franchise, and Cosmopolitan have teamed to launch the Eau de Juice fragrance in the U.K. 

The deal was brokered by IMG and will be available exclusively at The Fragrance Shop. It is crafted by renowned perfumers at Firmenich with fresh, modern fragrance blends that are savvy and complex.

“We’re so excited to bring Eau de Juice to the U.K. market,” says Claire Hodgson, editor-in-chief, Cosmopolitan UK. “With four bespoke scents, the fragrance offers our highly engaged audience a new opportunity to experience the Cosmopolitan brand.”

Each scent within the collection is titled to match a mood: Extra Concentrated, 100 percent Chilled, Love, Unfiltered and Pure Sugar. 

“Our vision was to create a brand narrative that is aspirational yet relatable, with a wink of humorous sensibility,” notes Noreen Dodge, chief marketing officer, LUXE Brands. “The concept, fragrances and packaging bring this collection to life for our consumer.”

Originally launched in the U.S. last year, the four-scent fragrance collection will debut in the U.K. in time for the holidays.

“As an entrepreneurial company, LUXE Brands prides itself on engaging in strategic and innovative partnerships to connect with consumers around the world in the beauty category," says Tony Bajaj, chief executive officer, LUXE Brands. "Our latest venture in business with Hearst Magazines expands our footprint within the industry; we couldn’t be more excited to have the legacy and heritage of Cosmopolitan behind us."

Mastercard Announces Collabs for ‘League of Legends’ 10th Anniversary


Mastercard has announced it will thank the fans of “League of Legends” esports to celebrate the 10th anniversary of the titles worlds’ championships.

Coinciding with the World Championship in Shanghai, Mastercard will debut a series of digital experiences featuring pro players, streamers and on-air talent, a special capsule collection created in partnership with Riot Games and CLOAK and the limited release of in-game digital goods known as Riot Points (RP). The campaign is themed to the anniversary, celebrating the esport and showing appreciation for the global fans’ contribution to its success.

“When Mastercard delivers experiences that people are passionate about, we see unequivocal joy and excitement among our consumers, and the passion ‘League of Legends’ esports fans have for the game is undeniable,” says Raja Rajamannar, chief marketing and communications officer, Mastercard. “I’m excited to celebrate the 10-year anniversary of the esport by thanking the fans, players and shoutcasters by curating once-in-a-lifetime opportunities. This sport brings people of different backgrounds and ages from around the world together through a common interest - and that is priceless.” 

Digital experiences supporting “Thank the Fans” will begin launching on starting Oct. 3. New experiences will unveil hourly for ten hours and be available for RSVP on a first-come, first-served basis. From workshops to meet-and-greets, these opportunities feature top streamers and shoutcasters, such as a Worlds Recap with G2 Esports head coach GrabbZ and a Shoutcaster Workshop with Ender and Excoundrel.

Mastercard is simultaneously releasing a capsule collection on designed in partnership with Riot Games and gaming lifestyle brand CLOAK. Featuring a signature cloak, long sleeve t-shirt, duffel bag and puzzle, the collection’s design was inspired by the overall “League of Legends” esports 10th anniversary take over campaign with each item selling for $10 to commemorate the occasion. 

For the first 10 hours, Mastercard will also distribute a limited amount of 1,380 RP bundles per hour to fans as a thank you for an amazing decade of “League of Legends” esports.

“Thanks to the support of Mastercard and their Priceless platform, we’ve been able to elevate the game and competitions for fans around the world,” says Naz Aletaha, head, global esports partnerships and business development, Riot Games. “The power of partnerships, like the one we have with Mastercard, allows us to expand our reach and enhance the connection with our community.” 

Mastercard became the first global sponsor of “League of Legends” Esports in a multi-year partnership with Riot Games announced in 2018.

Cosmo Launches Wine Brand


Guarachi Wine Partners and Hearst Magazines have announced the launch of a new wine brand Uncorked by Cosmopolitan, in a deal brokered by IMG.

Leveraging Guarachi’s more than 35 years of success, Uncorked by Cosmopolitan is a curated selection of Guarachi’s leading wines by Cosmo’s editorial team. It also features innovative labels designed by the world’s biggest young women’s media brand.

“This is the most natural collaboration we could imagine—Cosmo readers have had 36 million glasses of wine in the last seven days,” says Jessica Pels, editor in chief, Cosmopolitan. “Young women represent a massive wine consumer base, and yet they’re underserved by the current market, which doesn’t target young women at all.”

Available now exclusively on, Uncorked by Cosmopolitan offers four popular varieties: Rosé, Chardonnay, Pinot Noir and Cabernet Sauvignon. All types are sourced from California appellations including Napa, Sonoma and Central Coast with a suggested retail price of $14.99. Future line extensions are already being developed with Pinot Grigio as the next varietal launch.

NFLPA Scores Touchdown with Monkey Knife Fight


The NFLPA and OneTeam Partners have inked a multifaceted partnership with daily fantasy sports gaming platform Monkey Knife Fight.

The extensive deal includes a long-term licensing agreement, joint marketing commitment as well as significant player involvement in MKF activities.

“With this deal, we have taken another large step to solidifying the role of players being collectively involved in businesses that partner with their sport,” says DeMaurice Smith, executive director, NFLPA and board member, OneTeam Partners. “Monkey Knife Fight is an innovative daily fantasy provider that already has partnerships with some NFL teams, and we are thrilled with the opportunity to build onto that platform for fans across sports.” 

The deal will also see NFLPA and OneTeam become strategic owners of a major fantasy sports company.

“Monkey Knife Fight has always distinguished itself from other gaming platforms by letting fans play contests that are focused on their favorite athletes,” says Bill Asher, founder and chief executive officer, Monkey Knife Fight. “Our relationship with the NFLPA will allow us to connect fans to players on a whole new level. We are looking forward to this landmark partnership.” 

Monkey Knife Fight is also the official licensee of the NFLPA in daily fantasy sports.

“We grew up with fantasy sports, and the players have been looking for an opportunity like this,” says Deshaun Watson, All-Pro quarterback. “Daily fantasy sports, in particular, is a booming new business, and we’re excited to lock arms with one of the fastest growing fantasy sports companies in the country right now.”

Sony Pictures Reveals New Ghostbusters Product Line


Sony Pictures Consumer Products has announced a slate of new licensed products celebrating the classic Ghostbusters brand. 

The Ghostbusters consumer products program features items in categories such as interactive, apparel, costumes, crafts, gaming toys, collectibles and more. The following licensees for Ghostbusters have products available now for purchase or pre-orders:

  • Gemmy has created a variety of airblown inflatable décor and a Stay Puft Marshmellow Man Halloween Greeter available at various retailers;  
  • Hasbro expanded on their successful fan-focused Plasma Series line with the October release of Spengler’s Neutrona Wand, now available at fan accounts nationwide. The company’s throwback Kenner Classics line also is available exclusively at Walmart;  
  • JAAKS Pacific costume division Disguise is busy putting finishing touches on their extensive line for Halloween 2021;
  • Party City is offering Halloween costumes for the whole family;  
  • R.H. Smith and Sons/Smiffys (U.K.) have launched a line of costumes for kids and adults available on and Amazon;  
  • Reebok unveiled a full-family, full-body “Ghostbusters” footwear and apparel capsule for Halloween 2020;
  • Ripple Junction and Urban Outfitters launched a capsule collection in collaboration with streetwear designer and artist Joshua Vides, now available in stores and online;
  • Sangacio announced a limited drop of Ghostbusters sneakers Oct. 1 available in Japan; and
  • Spirit Halloween is offering Halloween costumes and décor for everyone.  For true fans, they have also created a life-sized replica of the Terror Dog.

“The Ghostbusters brand has proven its ability to transcend age and gender to become a true powerhouse franchise that reaches every demographic,” says Jamie Stevens, executive vice president, worldwide consumer products, Sony Pictures Entertainment. “As we continue to lay the foundation for the release of ‘Ghostbusters: Afterlife’ next year, we’re excited to collaborate with a wide array of partners to reinvigorate and celebrate the classic “Ghostbusters” characters we all know and love.”

Two of the leading gaming companies have also launched “Ghostbusters” integrations into their platforms. Epic Games is offering “Ghostbusters-” themed outfits, gear and accessories for a limited time in “Fortnite” during their annual Fortnitemares event.  Psyonix tapped into the “Ghostbusters” brand to headline the “Rocket League” Haunted Hallows Event on all platforms. The in-game event features event challenges that unlock “Ghostbusters”-themed items including vehicles, cosmetic items, game modes and more.

Sony has premiered Ghostbusters: The Official Online Store, featuring several licensed products including apparel, accessories, toys, collectibles, home décor and a full assortment of costumes.

Converse Steps into URBNGLYPHS Influenced Sneakers

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Converse has partnered with artist Katie Merz (KT) to bring her spontaneous artwork, known as URBNGLYPHS, to high top sneakers in Japan.

The custom designs will appear on Converse Chuck Taylors. Each pair of shoes features a blend of icons from Brooklyn and Japan and is labeled under the JPN x BKN moniker. For KT, the collaboration marks the first wearable license for KT.

KT’s art showcases glyphs representing the history, personality, and culture. Glyphs are are densely sandwiched in unique placements and includes words, neighborhood themes and icons, that are displayed on classical public buildings.

The artist’s work is also planned to be leveraged for future active and streetwear apparel, bags, and accessories as well as home furnishings and home decor around the globe in the future.

JPN x BKN Converse Chuck Taylors will be available in select retail stores and online through White Atelier by Converse Japan Co., a division of Itochu Group.

The new line joins other previously launched Converse collabs with brands such as Chupa Chups and “Dragon Ball Z.”