As The Developing eSports Business Sorts Itself Out, First Tentative Steps Are Taken Toward Licensing

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Inside Licensing News and Notes

Tycoon, CPLG Form “Strategic Alliance” Tycoon Enterprises and CPLG forge a strategic alliance, the first fruits of which will produce new deals within 3-4 weeks for representing entertainment and corporate brands, CPLG’s Steve Manners told us. The new partnership will have coverage stretching across Europe, North America and Latin America and share a licensor in NBCUniversal. Under the agreement, either

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Merlin Charting Its Licensed Attraction Strategy

Merlin Entertainment is weighing its options on opening new Shrek Adventure! facilities in the wake of NBCUniversal acquiring DreamWorks last fall, company executives told analysts. Merlin CEO Nick Varney said he met with Universal executives in January and the studio is “happy to have” Merlin open the six additional Shrek parks as part of the original 9-year agreement with DreamWorks,

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Can Wet Seal Be Reborn as Fast Fashion for Mass, Mid-Tier?

Gordon Brothers, having just completed its purchase of the assets of Wet Seal, will seek licensees to help position the brand as a fast-fashion label that mid-tier and mass retailers could deploy to compete with H&M, Zara, Uniqlo and others, says Gordon Brothers’ Ramez Toubassy. Gordon Brothers plans to have a brand strategy in place “in a matter of months”

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Retail Uncertainty Drives Sequential to Reduce Revenue Projection

Sequential Brands Group is seeking to expand its e-commerce and international businesses amid sluggish sales through brick and mortar stores, company executives told analysts. While sales through e-commerce – through retailer sites and other online channels – account for just 8% of the company’s annual revenue, it’s increasing at a quicker pace than brick and mortar. For example, e-commerce sales

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Living in the Margins: Big Toy Companies License Their Brands Into Smaller Toy Categories

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Inside Licensing: News & Notes

Multi-Licensee Display Supports Halo at Walmart Mexico Microsoft and 343 Industries launches a multi-licensee in-store display for Halo consumer products at Walmart Mexico, seeking to expand sales there following the release of “Halo Wars 2” in late February, says Head of Consumer Products John Friend. Microsoft has a table display through month’s end with products from 10 licensees in “a

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Loot Crate Launching MLB Boxes

Loot Crate signs with Major League Baseball (MLB), giving the subscription box service long-sought access to sports licensing, says David Morris, SVP Operations. The first mystery boxes will start with 10 teams – New York Yankees, New York Mets, Los Angeles Dodgers, Boston Red Sox, Chicago Cubs, Texas Rangers, Detroit Tigers, Kansas City Royals, St. Louis Cardinals and San Francisco

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Target to Launch Multiple Proprietary Brands

Target, in a bid to help reverse declining sales, will launch a dozen proprietary brands during the next two years in striving for a merchandise mix that separates the chain from its competitors, COO John Mulligan told investors. Target didn’t release details on the new brands, but their addition could “touch $10 billion of current volume” across apparel, home products,

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Licensed VR Rides Help Boost Six Flags Attendance

Virtual reality (VR) rides, including three carrying the Superman brand, helped boost attendance at Six Flags Entertainment parks in 2016, Six Flags executives told analysts. Six Flags installed 19 VR-based roller coasters in 12 parks last year, including Superman Ride of Steel (Marlboro, MD), Krypton Coaster (Agawam, MA) and Superman Ultimate Flight (San Antonio, TX). Six Flags’ park attendance increased

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