Virtual Licensing Expo 2021 Preview

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Compiled by Victoria Sheridan

Licensing Expo 2021, organized by Global Licensing Group and sponsored by Licensing International, will take place in a virtual format from August 24-26.More than 100 exhibitors have signed on to participate in the expo, spanning product categories such as apparel, character and entertainment, corporate brands, gaming and e-sports, publishing, security and software, and more. Ahead is a look at some of the companies exhibiting at the show and the brands they will be showcasing.

Beyblade

Since 1999, the Beyblade brand has captivated global audiences as an innovative, manga, anime, and toy-based property that marries competitive gameplay with extraordinarily rich content. Twenty years ago, in 2001, the Beyblade animation launched and took international markets by storm. The brand has continued to grow through numerous iterations that have solidified its global relevance. Now, ADK Emotions NY Inc., is investing in brandnew narrative content, creative toy concepts, retail activations, and innovative social media strategies, to mark the animation’s 20th anniversary milestone. The future has never looked brighter for Beyblade. The first priority for Beyblade is to continue its substantial momentum, across all platforms, throughout 2021. On the content front, 2020’s successful launch of Beyblade Burst Rise has been followed up by the debut of Beyblade Burst Surge on Disney XD in February. The animated story arc, featuring a group of Bladers as they battle their way to the top of the blading world, now enjoys significant global coverage. To cater to those fans that hunger to dig deeper and explore every imaginable angle of Beyblade Burst, ADK Emotions NY developed Beysically Science. The original YouTube mini-series takes a kid-friendly approach to investigating the intriguing physics and other dynamic scientific processes behind Beyblade’s iconic gameplay. The mini-series debuted in late 2020 and has continued to drop new monthly episodes to the delight of a growing audience. Fans across the globe will also soon be able to enjoy Beysically Science with localized versions coming later in the year. To augment this diverse array of the latest content, classic episodes of the Beyblade Burst series are available on the brand’s global YouTube channel. The propulsive content flow, with numerous global touchpoints, provides the essential narrative foundation for the Beyblade universe. Of course, the strength of the IP is Beyblade toys and ADK Emotions NY’s longtime Master Toy partnership with Hasbro. The legendary toy program, marked by indelible creativity and innovation, continues this year with the much-anticipated introduction of the Hasbro Beyblade Burst Surge Speedstorm Motor Strike Battle Set hitting retail this summer. The new set includes everything fans might need for battle including the Speedstorm Motor Strike Beystadium, two right/left-spin launchers, and two spinning tops. This set features a battery-powered spinning energy zone at the center of the battle arena that is designed to redirect the battle and give tops the ultimate energy boost. To complement the exciting new toy line, this year’s 20th anniversary will have digital initiatives to keep the fans excited along with new and exciting merchandise from licensing partners including Scholastic (publishing), BioWorld, Bensons, Intimo, NTD, and EPIC. Another area of focus this year is Beyblade’s growing influence in the digital sphere. Since its launch in 2016, Hasbro’s Beyblade Burst App has hosted more than one billion battles, an astronomical number that clearly reveals the depth of engagement and enthusiasm shared by Beyblade fans the world over. To further tap into this boundless affinity, ADK Emotions NY is currently curating a roster of top online influencers for upcoming collaborations. As plans to mark the 20th anniversary continue to unfold, ADK Emotions NY is more dedicated than ever to continuing to entertain, engage and nurture its growing fanbase into Beyblade’s third decade and beyond.

The Comfy

The Comfy is the original oversized, wearable blanket that has grown from a $50,000 investment by Barbara Corcoran on Shark Tank into over $200 million dollars in sales at retail. Since the debut on ABC’s Shark Tank in 2017, The Comfy has catapulted into one of the top five most successful products ever on Shark Tank and Barbara Corcoran’s most successful investment from the show. The Comfy has secured licenses with Disney, Marvel, Star Wars and many top colleges and universities. The Comfy products are currently available online and in over 5,000 retail stores across the United States including Macy’s, Kohls, Target, and Costco, and are featured on QVC.

David Tutera

David Tutera is the nation’s foremost wedding and entertainment authority, and award-winning television star, producer, author, professional speaker, fashion designer, and entertainment expert. Licensed products include party goods, party décor, home goods, crafts, wedding dresses and accessories, and more. Retailers include Michaels stores, Macys, TJ Maxx, Home Goods, Ross, and more.

Debra Valencia Lifestyle Brand

Debra Valencia, a visionary surface pattern artist, product designer, and entrepreneur with a passion for world travel, artisan traditions, pop art and fashion trends, has branded a California style uniquely her own. Her colorful chic products are found in the licensed lifestyle market, appealing to women who love style, fashion, and femininity. The brand has licensed with over 100 manufacturers in gift, stationery, craft, textiles, home décor, fashion accessories, and beauty.

FUBU

What began as a bunch of hats made in Daymond John’s Hollis, Queens’ home by him and his close friends, has turned the FUBU brand into one of the most successful sportswear brands ever. At its peak in 1998, FUBU grossed over $350 million in annual worldwide sales and FUBU has received several honors for their entrepreneurial achievements, including two Congressional Awards, two NAACP Awards, the Online Hip-Hop Award, and the New York Power of Influence award for their historic success in business and community outreach. In 2003, FUBU mostly left the U.S. market and concentrated its efforts overseas (still averaging some $200 million in sales worldwide).

Grace Ciao

Grace Ciao’s signature flower girls are affectionately called Bloom BellesCiao and have collaborations in Japan with many prestigious brands such as Chanel, Dior, Fendi, Prada, Kate Spade, Elie Saab, Salvatore Ferragamo, and Saks Fifth Avenue, among others. Today, her signature Bloom Belles flower girls and Bloom Quotes are licensed for a wide variety of products, ranging from fashion and beauty to home and lifestyle.

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Hoonigan

Hoonigan is the viral automotive sensation led by five-time X-Games winner, rally car driver Ken Block. Hoonigan boasts 7.5 mllion subscribers, hundreds of millions of views, and established merchandise and licensing including apparel and automotive accessories. Hoonigan is all about making cars fun. They build awesome stunt cars, and then film themselves doing intense driving maneuvers in videos that go wild. But at Hoonigan, “The Cars are the Stars.” The cars get cool nicknames and become fan favorites – Hoonicorn, Twerkstallion, Nepalm Nova, Sh*Tcar, SHarktart, and Tri5 by Fire to name a few.

How to Cake It -

Founded in 2015, How to Cake It is now recognized as a global, trusted food influencer with an engaged, online following of over 13 million millennial moms and their families and a thriving ecommerce business. Yolanda Gampp and the How To Cake It brand have been featured on NBC Today, Good Morning America, Food Network, Wall Street Journal, and Forbes. Gampp is also the celebrity judge on Fox’s new hit series Crime Scene Kitchen. Licensed programs included virtual birthday parties with American Girl and licensed promotions with Disney, Mattel, Kelloggs, Kraft, McDonalds, Dunkin Donuts, Baskin Robbins, and even Google and Walmart. The brand is seeking partners in the categories of party goods, sheet cake, ice cream, staples and consumables, and cake mix and decorating kits.

Ninja Life Hacks

Ninja Life Hacks is the breakout children’s book series authored by Mary Nhin that empowers children ages 3 to 11 by promoting emotional intelligence, cultivating a growth mindset and developing confidence and grit. This impactful new property, praised by parents and educators everywhere, features 62 fun, pint-size and gender-neutral characters with big purpose including Positive Ninja, Calm Ninja, Angry Ninja, Kind Ninja, and Focused Ninja — each Ninja has its own accessory, its own success strategy, and its own personality. Licensees include Weldon Owen for publishing; Fashion Angels for stationery, back-to-school, backpacks, accessories, and classroom décor; and Fun World for costumes.

Tokyodachi

Tokyodachi are the Japanese streetwear inspired characters that represent American sports, pop culture, and icons, including anime versions of many of the top collegiate mascots. With over 500 characters, the Tokyodachi collection includes officially licensed collegiate and professional sports teams, and special edition characters for fun Japanese inspired moments. The characters are so unique and have such broad appeal that the opportunities for licensing and collaborations are almost limitless. Licenses available include accessories, bags, and backpacks, plush, figurines, and collectibles, wall art, and school supplies, and trading cards and NFT’s. Every year in June, the company launches Tokyodachi Mascot Mania. The month-long college championship of collegiate social media engagement has commenced its 2021 competition with overwhelming response, on pace to over two million engagements.

Bananya

Bananya follows the adventures of an adorable kitty who lives in a banana. There are currently two seasons of the series streaming now on Crunchyroll, with more than 20 new Bananya characters introduced through the latest season. More than one million licensed Bananya products have been sold in North America to date. Bananya gear such as apparel, bags, hats, stationery, calendars, wall art, home decor, accessories, plush, and vinyl are currently being sold in the U.S. and abroad at Target, Walmart, Kohl’s, GameStop, Hot Topic, Box Lunch, Forever 21, Spencer’s, Barnes & Noble, Books-a-Million, Primark, George, Jay Jays and more. Bananya is cute but also high fashion — Crunchyroll recently teamed up with Gucci to create a special line of apparel for the adorable kitty.

TAMA of the Third District - Have You Seen My TAMA?

The series TAMA of the 3rd District -Have You Seen My TAMA? follows the daily lives of a cat named Tama and his cat and dog friends. As their curiosity gets the best of them, they learn enduring values of friendship and teamwork. This series, commonly known as “Tama & Friends” started in 1983 and the main character Tama was inspired by lost cat posters. In 2018, Tama & Friends celebrated its 35th anniversary. Along with merchandising goods, there have been numerous animated shows, shorts and movies. Tama & Friends has even collaborated with Japan’s Postal Service. Over 2,000 SKUs for the series have been created with over 100 licensees.

Oh, Suddenly Egyptian God

Oh Suddenly Egyptian God welcomes viewers into the world of (adorable) ancient Egyptian gods, from Anubis to Thoth, who are living their lives freely. These cute mascot Egyptian deities make the most of their unrestrained divine lives. The extremely popular characters of Oh, Suddenly Egyptian God now have their own anime.

The Cat in the Hat

In March 2022 Dr. Seuss Enterprises will celebrate the 65th anniversary of The Cat in the Hat. A few years later, The Cat in the Hat feature film will kick off the new Dr. Seuss movie slate in 2024, followed by Thing One and Thing Two in an original feature length animated adventure in 2026.

Green Eggs and Ham

Warner Bros. Animation’s hit Netflix series Green Eggs and Ham was renewed for a second season.

Grinch

Following the successful Grinchmas 2020 campaign with

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Dr. Seuss Enterprises, continued

Kylie Cosmetics, Skechers, and others, Dr. Seuss Enterprises will continue celebrating the holiday season with everyone’s favorite loveable, but grumpy, character. Timed to the 2021 holiday season, Stance is set to debut a new line of Grinch inspired socks and accessories. The ICE! event at Gaylord Opryland Resort in Nashville will feature Dr. Seuss’ How the Grinch Stole Christmas and feature hand-carved ice sculptures (made from more than two million pounds of ice) that tell the story of how the Grinch tries to steal Christmas from the Whos of Whoville. Dr. Seuss Enterprises is also looking ahead to the 65th anniversary of the book in 2022.

The Lorax

This year marked the 50th anniversary of The Lorax. To celebrate the iconic books and its environmental and community activism message, Random House Children’s Books announced a program launching at Barnes & Noble with One Tree Planted, along with a robust line up of new book titles. New sustainable partners helped celebrate The Lorax’s milestone year. BARK, the maker of BarkBox, produced a line of sustainable dog toys for subscribers and in PetCo stores. Tentree designed an eco-friendly Lorax collection, consisting of hoodies, crewnecks, sweatpants, and tees for adults and children.

Oh, The Places You’ll Go!

Year after year, graduates find inspiration and take advice from the classic book Oh, the Places You’ll Go!. Dr. Seuss Enterprises’ growing annual program for the book includes partners across all categories, such as Build a Bear, Skechers, Hallmark and more. Expanding on their Dr. Seuss-themed collection, Skechers will be debuting a brand new range of footwear for women and girls featuring the art of the Oh, The Places You’ll Go book. Bad Robot Productions has been tapped to adapt Oh, the Places You’ll Go! for the big screen with J.J. Abrams and head of motion pictures Hannah Minghella as producers on the film, set to debut in 2027.

Other new merchandise partners across various Dr. Seuss Enterprises brands and characters include Ruz USA for crafts and holiday decor including stockings, tree skirts, Santa hats, string lights and tabletop décor, animated train sets, yard stakes and suction lights, stockings, and animated train sets. Meanwhile, American Exchange is launching a collection of adult and children smartwatches, fitness trackers, analog and digital watches, charging cables, charging cubes, mini speakers, headphones, earbuds, charging pads and power banks with designs from The Lorax, The Cat in the Hat, and Fox in Socks. This year, the company is making a big splash in the toy category with new releases by Funko Games and CreateOn who will respectively bring The Cat In the Hat, Green Eggs and Ham, and the Grinch to life in playfully imaginative ways. The Dr. Seuss Experience, an imaginative and interactive immersion into the wondrous world of Dr. Seuss, which kicked off in 2019 in Toronto, is now bringing some whimsical fun to Houston in other new locations in North America in 2021 and 2022. Across the full portfolio of literary properties, Dr. Seuss Enterprises plans to grow licensing programs around the categories of entertainment and content, toys, food and beverage, health and beauty, and infant and baby. Additional content and entertainment deals for 2021 and beyond include a recent partnership with The Jim Henson Company to bring Come Over to My House, a new television puppet-led docuseries, to fans. A new collaboration with Dapper Labs will bring all new digital collectibles to the Flow blockchain. The web-based experience will provide fans of Dr. Seuss’s vast universe with the ability to collect digital packs of their favorite characters and wholly own them on blockchain forever. Seuss Chef, an inspirational “foodie” brand for kids takes signature characters and teaches kids about healthy eating and safe cooking with a side of wild Seussian fun. Seuss Chef will have a variety of fun cooking products and content, including cookbooks and cooking videos. This fall, Random House Children’s Books will launch multi-subject Dr. Seuss Workbooks, a new series for preschool through third grade. The books will also be supported by a video series created in collaboration with Big Yellow Taxi featuring fun, original singalongs that will help readers further engage with the characters and subject matter. In addition to the deals mentioned above, the Dr. Seuss Enterprises team is looking at ways to expand the portfolio into the realm of podcasting and other creative content executions.

Squishmallows

2021 has been a hugely successful year for the wildly popular brand Squishmallows, with products flying off the shelves as fans, including celebrities like Lady Gaga, seek out their favorite plush characters to build their collections. Just four years after its debut, the brand is now poised to pass 100 million plush sold this summer, and this August, Jazwares is headed to Licensing Expo for the first time ever to showcase Squishmallows. Since launching in 2017, the line has expanded to include over 1,000 Squishmallows characters, and more than 85 million Squishmallows have been sold to date with the brand expecting to reach 100 million in the next couple of months. Nearly 100 global and local Facebook groups have been created by fans, driven by a frenzy of YouTube Squishmallow hunts and more than 2.5 billion organic video views on TikTok. At Licensing Expo 2021, Jazwares will be showcasing hot co-brands, as Squishmallows continues to expand its offering of co-branded plush through licensed collaboration with iconic properties like Mickey and Minnie Mouse, Star Wars, and Hello Kitty. Fans can expect new collaboration with some of their favorite brands in the months to come. This spring, the Squishmallows universe expanded with an all-new colorful and squishy brand extension called Squishville, whose addictively squeezable plush sets include an extensive line of 2-inch mini-collectible plush characters, imaginative range of environments, playsets, vehicles, and related accessories to expand the globally beloved Squishmallows universe, turning playtime into the squish-venture of a lifetime. Squishville also serves as the inspiration for a new digital animated series created with Moonbug Entertainment called Welcome to Squishville. And just in time for back to school, Jazwares is debuting the first collection of Squishmallows backpacks, offering fans a way to showcase their Squish love on the go.

The Addams Family

The Addams Family’s appeal spans generations, with fans loving the timeless theme song and relating to the diverse cast of characters in their multigenerational family. In 2019, the property returned to screens in the hit animated movie The Addams Family, which featured a star-studded cast, and garnered more than $200 million in worldwide box office receipts. A sequel will be in theaters this October, just in time for Halloween, and a new Netflix series is in the works focused on the character of Wednesday Addams with Tim Burton set to direct. Hotter than ever, MGM’s The Addams Family offers unique opportunities for licensing and merchandising.

Legally Blonde

The box office smash, Legally Blonde, continues to resonate

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MGM, continued

with new fans and with Legally Blonde marking its 21st anniversary in 2022, MGM is planning a “Legally Blonde Turns 21” licensing celebration that kicks off later this year built around the movie’s key tenets — empowerment, education, humor, and pink fashion, of course. MGM has some exciting licensees on board and will also be launching a movie-themed concert tour later this year to celebrate the fun music of this widely loved franchise. Legally Blonde is also set to return to the big screen with Mindy Kaling and Dan Goor co-writing the script for the film’s third iteration, Legally Blonde 3, which will see Reese Witherspoon reprise her role as the beloved Elle Woods.

MGM Horror Portfolio

MGM has one of the deepest and most sought-after cult classic horror libraries, from new additions including the upcoming horror-thriller film Candyman, produced and written by Academy Award-winner Jordan Peele, as well as cult classics like Killer Clowns from Outer Space. Now, they are taking their licensing program to brand new frontiers. This year MGM has plans for unique retail activations, robust merchandising, gaming products, and more. In addition to Candyman and Killer Clowns, there are many opportunities across an iconic portfolio including Carrie, Poltergeist, and Silence of the Lambs.

Pink Panther

MGM’s iconic character, Pink Panther, started life more than 50 years ago in the front and end credits of the legendary detective series of the same name. Its popularity spawned TV series, specials, comics, merchandise and has even become associated with the color pink worldwide. In 2020, MGM unveiled a brand-new shade of pink with Pantone for the beloved character, “Pink Panther pink,” which is a vibrant hue with undertones of blue and yellow, embodying the character’s famously smooth style that has helped to establish his place in the larger cultural zeitgeist. With a new color tone, and a film in development, MGM is taking Pink Panther to exciting new heights and will be discussing special moments planned for 2022 as well as opportunities across merchandising, gaming, and other licensing categories.

Reimagination of the MGM Logo

MGM’s logo recently got a CGI makeover reimagining the beloved Leo the Lion for a new generation. The new logo leans into the history of MGM’s iconic portfolio, while also giving the brand a fresh, modernized look. MGM will continue to grow their robust licensing program around the logo, which in the past has included deals with popular fashion brands like Zara and H&M.

RoboCop and Sci-Fi Expansion

RoboCop is one of Hollywood’s most iconic film franchises, with five films that transcend pop culture and IP with a strong legacy in the gaming space. RoboCop is celebrating its 35th anniversary next year and continues to appeal to fans globally through a robust consumer products and licensing program, along with timeless movies that introduced this pop culture phenomenon. Beyond RoboCop, MGM continues to lean heavily into their sci-fi portfolio, continuing to expand their highly successful licensing program for Stargate-SG1, and other properties, within the realms of gaming, merchandising, and more.

Rocky and Creed

The Rocky franchise has remained a global phenomenon because it presents moviegoers with universally relatable themes: ambition, passion, determination and giving it your all to be a champion, even when the odds are against you. MGM’s Rocky and Creed films have generated more than $1.3 billion in worldwide box-office sales, three Academy Awards, and 10 nominations. In addition, the Rocky franchise kicks off its 45th anniversary later this year. The brand has a number of live events and activations planned for end of 2021 and 2022 including a movie-themed concert announced earlier this year, Rocky-themed road races, in-theater events, as well as exciting merchandise and new gaming collaborations. Creed is in the spotlight this year with the highly anticipated third installment of Creed, starring and directed by Michael B. Jordan in his directorial debut, set to hit theaters November of 2022. The MGM team is actively building a licensing program around this film tentpole after success with the Creed VR game, and upcoming launch of a new console game.

Vikings: Valhalla

During its successful run, Vikings garnered 11.2 million views per weekly episode. Beginning 100 years after the original series concludes, Vikings: Valhalla, from MGM Television, dramatizes the adventures of the most famous Vikings who ever lived: Leif Erikson, Freydis, Harald Harada, and Norman King William the Conqueror (also a Viking descendant). Around the world, Vikings has accrued more than 30 licensees across apparel, collectibles, publishing, novelty, and gaming. Stemming off of that success, MGM has exciting plans in the works for the new Vikings: Valhalla franchise.

Colorforms

Colorforms vinyl repositionable playsets provide safe, creative, open-ended and imaginative play, and have been trusted by generations of parents and grandparents. What began as basic shapes of squares, triangles, and circles, has evolved, incorporating popular licensed characters and other innovations that engage kids and encourage storytelling. This year, Colorforms is celebrating 70 fantastic years with a special anniversary edition. The sleek box set includes 500 design pieces that stick like magic, along with a playboard and design guide for tons of repositionable creative and geometric fun.

Disney 5 Second Rule

It seems like it would be easy to name three Disney dog characters — but can you do it under the pressure of five seconds twisting down, and with the other players staring at you? You have to be quick, so just say whatever comes to mind and risk silly answers slipping out… because that would be funny, and we all like to laugh. It’s all in good fun with this fast-paced family game where you have to “Think Fast and Shout it Out.”

Five Crowns

Five Crowns is celebrating a quarter century with a limited Five Crowns 25th Anniversary edition. Five Crowns is a rummy-style card game that appeals to a wide array of card players. This award-winning, classic game is a quick favorite and features a unique double deck that contains five suits: spades, clubs, hearts, diamonds, and stars. The rotating wild card keeps players on their toes. The game begins with three cards and 3s are wild, the next round has four cards and 4s are wild, and so on until the Kings go wild! Make the right combinations, be the first to go out, then watch players scramble as they get one last chance to cut their losses. It’s a fun and addictive family game that provides great interaction for kids and adults. The game isn’t over “‘til the Kings go wild.”

Koosh

The easy to catch, hard to put down squiggly balls of fun are back. Koosh is a well-recognized and universally loved brand with a unique blend of indoor and outdoor excitement that spans generations. Koosh quality stands up to everyday, hard play — nothing looks like, plays like, or feels like a Koosh. Koosh Sharp Shot is an interactive target game that tests your aim with three game modes. Choose Target Toss, Criss Cross, or Lightning Flash game modes for solo or multiplayer fun. Using the Koosh flingers and the included shooters, take aim and shoot at the five light up target areas as prompted. The target stands up or can be hung on a door for versatile play. Koosh Classic, the tactile, easy-to-catch, colorful ball is great for indoor and outdoor play, and also makes a great fidget ball. The classic three-inch ball is available in multiple bright colors. Test your skill and agility — head-to-head — with the colorful Koosh Double Paddle Play Set. Two 10-inch paddles and a Koosh ball let you have fun solo or with a friend. Test how high and how far you can make it fly.

Spirograph

Spirograph, the classic way for aspiring artists to create millions of amazing designs, is now animated. Spirograph Animator features iconic gears like the original, but once you’ve created your designs, set them on the animator and watch them come alive. The spinning and lights create a 3D effect that’s amazing. This deluxe studio set also features built-in storage and includes six gears and five markers.