Licensing News – licensed products and what brands are up to

Birds get tough

The Angry Birds are heading to the gym after Rovio Entertainment Corporation inked a deal with combat sports equipment and apparel company Venum.

The deal will see the company launching combat sports and lifestyle products based around the mobile game phenomenon.

Venum is aiming to encourage children aged between eight and 14 to get fit and exercise – and have fun – with a range that includes boxing gloves, bear paws, reflex bags and more, all featuring the assorted birds and their sworn enemies the green pigs.

Franck Dupuis, founder and CEO of Venum, said: “This partnership may seem quite different from Venum’s usual partnerships at first glance, but it fits perfectly into the brand’s partnership strategy. We want to open up to a new target group and at the same time create partnerships that make sense for the brand in terms of values. Beyond promoting performance, Venum has always had the ambition to democratize combat sports to as many people as possible and this collaboration with Angry Birds, the most famous mobile game in the world, makes more sense than ever in this perspective.”

Rovio brand licensing director Katri Chacona added: “The Angry Birds brand has always been rooted in activity and movement, which is why this partnership with Venum is such a natural fit. While the birds and pigs certainly have fun at each other’s expense, in the real world we need to find more productive and positive ways to release our energy and emotions. This fantastic collaboration with Venum is all about encouraging kids to get moving and use their energy in a fun and safe way.’’

Cobra strikes

With the fifth series of Karate Kid spin-off Cobra Kai having just dropped on Netflix, Sony’s consumer products arm has announced a raft of new licences. These include Sony PlayStation as well as the likes of Vans and Hasbro coming on board.

Jamie Stevens, EVP, worldwide consumer products, Sony Pictures Entertainment said: “As we head into the highly anticipated release of Cobra Kai Season 5, Sony Pictures Consumer Products continues to find new and innovative ways to keep fans connected to the show, both on screen and off. Cobra Kai enthusiasts can expect to see even more unique products and experiences from fan-favourites like Vans and Hasbro, and get their hands on never-before-seen items made with Season 5 in mind.”

Maura Regan, president, licensing international, added: “Cobra Kai has been reinvented for modern audiences in a way that’s clearly resonating with both original Karate Kid fans and new viewers. The breadth of consumer products available each season continues to deliver new experiences, expressions, and unique collaborations for fans of all ages, taking advantage of the significant increase in revenue tied to evergreen brands.”

Prime viewing for Sonic

Wildbrain CPLG has appointed PMI as its toy and games partner for the eagerly-awaited Sonic Prime series ahead of its Netflix debut later in 2022.

The series, produced by Wildbrain in association with Sonic creator Sega, features new adventures of this offshoot from the videogame character, which charts the blue hedgehog’s adventures in the Shatterverse.

A multi-territory launch is planned for consumer products early next year, with collectables, mini figures, clipon plush, stampers, games and more all due. PMI joins the likes of Ravensburger for puzzles as licensee, with more due.

Maarten Weck, EVP and MD at WildBrain CPLG, said: “Sonic is more popular than ever, and PMI has a pre-eminent reputation for bringing IP to life with engaging and affordable toys and collectables, making them an excellent partner for Sonic Prime. We’re excited to see this consumer products campaign shape up with momentum building ahead of the launch. Sonic fans of all ages are in for a real treat!”

Omer Dekel, COO at PMI, added: “Partnering with the iconic Sonic brand will no doubt be a huge adventure. Our new product line based on the new Sonic Prime series features a mix of core designs and some very cool designs that are going to make a lot of noise in the market. We are very excited about the upcoming toy line of topquality licensed products, and joining Sega’s Sonic ecosystem alongside the Netflix series, movie and gaming. A big thanks to our friends at WildBrain CPLG and Big Picture Licensing for a job well done in brokering the deal. On a personal note, I now get an extra kick seeing how much my young son loves Sonic, just as I did when I was a boy myself.” Ivo Gerscovich, chief brand and business officer at Sega, noted: “Sonic the Hedgehog has continued to shatter records in 2022, becoming one of the largest entertainment brands in the world, and we’re proud to be partnering with PMI whose reputation proceeds themselves within the licensing space.”

Deliciously sour sweet brand Toxic Waste, and its Hazardously Sour Candy brand has signed up for new licences as it moves beyond the sweet counter.

The deals, overseen by agency Caroline Mickler Limited, will see Candy Dynamics’ brand appearing on plushes, clip-ons and keyrings from Heathside Trading, as well as on new ranges of ice creams, lollies and drinks from Southeast Traders.

The drinks and frozen products will launch in 2023, while the pop culture-inspired goodies from Heathside will feature the instantly recognisable Toxic Waste drum and brand figurehead Mr Toxie.

Darren Epstein, pop culture specialist with Heathside, said: “The unmistakeable and distinctive identity of this brand make it perfect for a company like ours that thrives on the style and sheer attitude that make Toxic Waste stand out.”

Buzz around Fuzz

Rocket Licensing has announced a raft of new partners to the ever-growing licensing programme for Fuzzballs.

The Fuzzballs phenomenon started life as a Tumblr web comic online and, one billion stickers used on social media later, it has become a bona fide sensation.

New licensees include Kap Toys (plush & squishes), Brain Box Candy (social stationery and gifts) and VNR Trading (pop culture confectionery and drinks). These join such already available goodies as clothing ranges from Indiego; stationery and more from Pyramid International, and augmented reality collectable pins from Pinfinity.

With nationwide retailers such as hmv, Forbidden Planet and Scribbler on board with assorted SKUs – there are now almost 200 in total – Rocket is now ramping up for an even bigger 2023. There will be more assets added to existing favourites such as Timmy the silly Tiger and mischievous bunny Ollie, and the licensing agency is planning campaigns around key dates including Valentine’s Day, Easter, summer, Halloween and Christmas.

Still Horrid

Perennial mischievous kid brand Horrid Henry has added further licences to its ongoing push into the market.

Agency Caroline Mickler has inked two deals for the Novel Entertainment brand Horrid Henry.

It includes a set of Top Trumps cards from Winning Moves, as well as a deal that will see John Adams Leisure developing a Horrid Henry version of its book-making studio Bookeez.

Megan Lowe, senior licensing manager, Winning Moves UK, said: “Winning Moves is really excited to work with Horrid Henry on this special edition of Top Trumps, combining two much-loved family brands. It’s a great licence that has believable, likeable and well-rounded characters, who celebrate individuality and friendship, all while making us laugh.”

Lynette Leet, marketing manager, John Adams Leisure, added: “We’ve had amazing success with Bookeez, but have been waiting for the perfect partner to create a licensed version to reach a whole new audience. Horrid Henry is an iconic brand that is loved by children all over the world. Children will now be able to create inspiring stories and cheeky adventures with their favourite Horrid Henry characters.”

Caroline Mickler added: “We’re thrilled to announce these partnerships with two major players in the games market for Horrid Henry. Both licences underline the continuing strength of the brand across multiple media; they also brilliantly capture the humour and irreverence that make Henry and his adventures so popular.”

CoCo pops on video games

YouTube kids’ brand CoComelon continues to grow, and it marked the 16th anniversary of its launch on the platform with news that it was moving on to the world of video games.

Moonbug Entertainment has forged a link with Outright Fanes to develop the first interactive game based on the property, with CoComelon: Play With JJ landing in the Nintendo Switch at the end of October.

The game sees children, along with their parents, heading to JJ’s house for a playdate, and features favourite characters from the series.

René Rechtman, Moonbug Entertainment’s co-founder and CEO, said: “We are committed to providing the best relevant entertainment experience to our fans and their families, which means entering the gaming space is the natural next step in our Moonbug journey. As audiences evolve and entertainment habits develop, we are also expanding our product portfolio.”

Terry Malham, CEO of Outright Games added: “CoComelon: Play with JJ brings all the fun and colourful activities that fans love about the show to our new video game.’’