2020 has caused quite the shakeup in the licensing industry, with breaking news creating waves on what seemed like a daily basis. Here are some of the stories covered by License Global that have shaped the year.

McKenna Morgan, Content Editor

December 23, 2020

3 Min Read

Suffice say, 2020 has been a year to remember. License Global takes a look back at the biggest news in licensing during this unique time, broken down by month. This overview covers the most clicked licensing stories in 2020, highlighting the biggest changes this year had to offer and what trends and deals will expand for years to come.

January: TikTok Influencers Sign with UTA

Social media influencers Charli and Dixie D’Amelio signed a licensing deal with UTA. The deal would see the sisters represented n more digital content, podcasts, live touring, books and TV and licensing endorsements. Their parents, Heidi and Marc, signed with the agency as well.

February: Mr. Men Little Miss Nab McDonald’s Deal

Mr. Men Little Miss worked with McDonald’s for a Happy Meal promotion across the U.K. and Ireland. The Happy Meal Box included a reusable character cup featuring characters Mr. Tickle, Little Miss Sunshine and Mr. Bump.

March: DreamWorks Makes a Splash with Water Park Debut

American Dream, the shopping experience in East Rutherford, New Jersey, was announced as the home to the world’s first and only DreamWorks Animation Water Park. The park’s opening was delayed from March to October.

April: Licensing Helps Combat COVID-19

As COVID impacted the world, several companies pivoted from its usual production to lend its help to those in need.

May: ‘Tiger King’s’ Carole Baskin Ventures into Licensing

Carole Baskin of the Netflix series “Tiger King” released licensed product with Represent. The deal, consisting of a limited-run Big Cat Rescue t-shirt bearing Baskin’s viral catch phrase, “Hey, you cool cats and kittens,” was brokered by Buchwald, with proceeds benefiting Big Cat Rescue.

June: Crayola, SchoolMaskPack Team for Masks

As school reopening efforts progressed during the summer, Crayola and SchoolMaskPack introduced Monday-through-Friday reus-able cloth face masks, with some of the proceeds going to #KidsHelpingKids, a charity that aids those most affected by the COVID-19 pandemic.

July: Luke Combs, Crocs Slide into New Collab

Country music star Luke Combs teamed with Crocs for the Bootlegger slides. The shoes come with Bootlegger-themed Jibbitz charms, including a real guitar pick and holder.

August: Kenshi Yonezu Hosts Digital Concert in ‘Fortnite’

Japanese singer/songwriter Kenshi Yonezu took the virtual main stage for a digital concert in “Fortnite.” Yonezu’s online concert saw him join other musical acts who performed in the game, such as Major Lazer and Travis Scott.

September: Jazwares Debuts First ‘CoComelon’ Toy Line

Moonbug and Jazwares teamed up to create a line of toys inspired by the animated video series “CoComelon.” The line from Jazwares spanned several categories including plush, vehicles, figurines and roleplay.

October: Danny Wood of New Kids on the Block Appears on License Global’s Podcast

As one of the inadvertent pioneers of music merchandise licensing, Wood shared how he and the group currently steer each aspect of their sophisticated, fan-driven consumer products offerings and more on “The Licensing Mixtape.”

November: Casetify Releases More Pokémon Gear

Casetify and Pokémon’s second collection, under the “Past, Present, and Future” theme, features accessories, including new case styles and returning favorites.

December: Kraft Heinz Gets Delicious Partnerships

The Kraft Heinz Company, together with its exclusive licensing agency Brand Central, expanded into new merchandise categories as it scales its consumer products program.


Want to see more of the top stories of the year? Read License Global’s December 2020 issue now!

About the Author(s)

McKenna Morgan

Content Editor, License Global

McKenna Morgan is Content Editor for License Global. Based in the Santa Monica office, McKenna specializes in coverage involving non-profits, beauty and cosmetics, health and wellness, new and social media and entertainment licensing.

When McKenna isn’t covering the latest licensing news, she spends her time attending live music shows and finding her next travel destination.

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