Pepsico’s New Licensing Deal

victory tailgate pepsico licensing pepsi mountain dewThe Joester Loria Group has brokered a new licensing deal with Victory Tailgate, to design and sell a line of cornhole boards and accessories for their client, PepsiCo, one of the world’s leading food and beverage companies.

Victory Tailgate will create Pepsi®- and Mountain Dew®-themed cornhole boards, cornhole bags and cornhole board carrying cases that will be available for purchase at victorytailgate.com and Amazon.com.

“Working with The Joester Loria Group to produce new products for two of the largest beverage brands in the world highlights our continued commitment to bring high quality products for consumers when they shop at Victory Tailgate,” said Scott Sims, CEO of Victory Tailgate. “We’re really excited about this opportunity to expand the Pepsi® and Mountain Dew® brands and bring their loyal fan base another fun way to enjoy and experience the brands.”

Victory Tailgate is the largest cornhole board manufacturer in the country and currently holds more than 600 collegiate and select pro sports licenses.

As the brand licensing agency for Pepsico, The Joester Loria Group has developed many exciting brand extensions for both Pepsi and Mountain Dew including Dew’sGreen Label Exclusives collaborations, t-shirts from Body Rags, apparel from Fifth Sun and JC Fits and even a remote-controlled cooler.


PepsiCo’s new licensing deal was featured by License! Global.

JLG Expands The World of Eric Carle’s Licensing Program with Bath & Room Décor

world of eric carle licensing

The Joester Loria Group has brokered a new licensing deal for their client, The World of Eric Carle, to extend the brand into new bath and room décor items from Infinity Product Group in the U.S. and Canada.

Infinity Product Group will develop a line of huggable hooded blankets, bath loofahs, Loungimals and laundry hampers utilizing the beloved Very Hungry Caterpillar along with other iconic characters from Carle’s popular books. The collection will be available starting in Fall 2016 at mid-tier and specialty accounts nationwide, with prices ranging from $3-$35

The World of Eric Carle is the award-winning publishing franchise that features timeless stories and iconic characters. With 128 million books sold, the brand has been a staple in schools, libraries and homes around the world for over three generations. The global brand licensing program has experienced exceptional growth in more than 35,000 doors in better retail channels in 15+ countries. The Very Hungry Caterpillar, one of the top selling children’s books of all time, has been translated into 60 languages and has sold over 38 million copies since its publication in 1969.

With more than 135 licensees and promotional partners, the brand extends into all major categories including: toys, games, apparel, accessories, home décor, social expressions, stationery, gift, feeding, classroom supplies and mobile apps.

License! Global and aNb Media both covered The World of Eric Carle’s new licensing deal.

JLG Expands Corona and Modelo Especial Lifestyle Licensing Programs

corona licensing

The Corona licensing program, managed by the Joester Loria Group, delivers product innovation beyond logo-driven gear, with lifestyle collections influenced by the brand’s distinctive laid-back beach culture and current fashion trends. Constellation’s Cerveza Modelo Especial, the #2 imported beer in the U.S., recognized for its substance with style, and authenticity by millennial and Hispanic consumers, has inspired signature apparel collections. Several of Corona and Modelo Especial licensing partners are showcasing their latest collections at the MAGIC trade show in Las Vegas this week.

Bioworld’s Spring 2015 Corona line of fashion apparel tops, board shorts, footwear, headwear and loungewear saw great success across all retail channels. The brand is among the top selling properties at mass accounts such as Walmart and Target, and at mid-tier retailers JCPenney and Kohl’s. Key specialty placements included a co-branded Corona x Modern Amusement collection at Pac Sun timed with the launch of new 12 oz. can packaging. BioWorld continues to grow its Corona and Modelo programs with new cut-and-sew silhouettes and a trend-driven graphic approach for 2016.

Brew City is the newest company to join the Corona and Modelo Especial licensing programs in a deal brokered by the Joester Loria Group. The Corona line includes their patented Pop Top tees and raglans, and Beer Pouch Sweatshirts branded with the iconic marks of Corona Extra, Corona Light and Modelo Especial. The collection ranges in price from $18.99 to $45.99 and will be available in mass, mid-tier and specialty accounts for the Holiday 2015 season.

Concept One’s line of warm and cold-weather headwear and accessories focuses on familiar key brand visuals that are unique to Corona and Modelo Especial.  Ranging in price from $7.99 to $15.99, the program complements the growing Corona and Modelo Especial fashion programs. The Corona line also includes soft-sided coolers, offering consumers a perfect accessory to enhance their Corona experience.

Corona and Model Especial’s new lifestyle brand extensions were featured on License! Global.  

JLG Adds Apparel To Kellogg’s Licensing Program

Kellogg's Licensing

In a deal brokered by The Joester Loria Group, Kellogg’s has partnered with MSA Apparel to offer a full line of young men’s and Juniors’ fashion tops and fleece.

The collection will incorporate the Kellogg’s brand portfolio of Pop Tarts, Frosted Flakes, Froot Loops, Rice Krispies as well as other iconic Kellogg’s brands and characters.The line will launch Fall/Holiday 2015 across department, specialty, mid-tier, mass and online accounts.

As the brand licensing agency for Kellogg’s, The Joester Loria Group has developed a variety brand extensions for the Kellogg’s family of brands. Recent Kellogg’s licensing deals include Rice Krispies treat making kits fromBrand Castle LLC, tabletop and decor featuring Kellogg’s characters from R Squared Sales and Logistics andTony the Tiger ornaments from Hallmark.

License! Global and aNb Media both shared the news of Kellogg’s latest licensing deal.

World of Eric Carle Nominated For UK Licensing Awards

licensing awards 2015

Last week, The Licensing Awards 2015 finalists were announced and The World of Eric Carle’s licensing program was nominated in three categories. The Joester Loria Group is proud to have developed this award-winning brand licensing program in collaboration with our client and local sub-agent, Rocket Licensing.

The Licensing Awards honor the best licensing programs in the UK in a variety of categories including product, retail, marketing communication and properties. The winners will be revealed at The Licensing Awards on Tuesday, September 15 at London’s prestigious Grosvenor House Hotel. More than 1,400 retailers, licensees, licensors and industry suppliers are expected to attend this important industry event.

In the product category, The My Very Hungry Caterpillar App from StoryToys was shortlisted for the Best Written, Listening or Learning Range, while the The Very Hungry Caterpillar Nursery Collection from East Coast Nursery is a finalist for the Best Licensed Home Décor, Tableware or Housewares Range. My Very Hungry Caterpillar is a virtual character app that lets children nurture, care for and play with their very own Very Hungry Caterpillar. The app was previously honored with the prestigious BolognaRagazzi Digital Award. The Very Hungry Caterpillar Nursery Collection features Eric Carle’s vibrant and iconic artwork. More than 5,000 products were in the running for the product awards this year and a judging panel of 100 retail buyers was tasked with selecting the finalists.

A panel of marketing and promotions experts selected the finalists for the Best Licensed Marketing Communication Campaign Award and The Very Hungry Caterpillar’s Giant Wiggle for Action for Children was chosen as one of the top programs. In this fundraising campaign, leading UK charity Action for Children again teamed up with The World of Eric Carle and The Very Hungry Caterpillar to encourage children under 5 to participate in The Giant Wiggle events throughout the country.  These fundraising walks raised money for early childhood development, learning and childcare services to thousands of children at child and family centers throughout the UK.

Stay tuned for updates when the winners are announced in September.

Green Label Exclusives Latest Collaboration

Mountain Dew GLX

The Joester Loria Group is continuing to work with Mountain Dew to pioneer new ways to connect with its loyal fan base through limited edition collaborations under its Green Label Exclusives (GLX) program, which launched in 2012. The licensing program brings artists and athletes together with top designers and brands to produce one-of-a-kind signature lifestyle products inspired by the Dew brand.  Since inception, there have been almost a dozen highly successful launches.

In a licensing deal brokered by The Joester Loria Group, the latest GLX collaboration brought together Trevor Colden, the latest professional skater signed to the Dew Skate Team, and his deck sponsor Skate Mental.  The collection includes a limited run of a pro model skate deck, grip tape and a hat.  The artwork is inspired by Dew and Colden’s favorite snacks to have after an intense skate session. Colden will debut the collection while competing in the Dew Tour contest in LA taking place August 14-16 . The capsule launched exclusively at Zumiez, in store and online in August.

All GLX collaborations are supported with digital campaigns and social media to create awareness of the program releases and drive sales.  A deep fan base and quick-to-react consumers have resulted in products selling out within minutes at the several  e-stores including Karmaloop, Zumiez and The Berrics.

Video content is also used to help tell the story of each collaboration and give consumers a behind-the-scenes look at how it all comes together. Consumers want to be a part of the story, and the GLX social campaigns engage them not only by offering a great product, but by letting them in on the product’s back story.

Dew fans can expect to see more exciting collaborations launching throughout 2015.

Very Eric Carle Exhibit at Children’s Museum of Pittsburgh

very eric carle

The Joester Loria Group is excited to share the news of an exhibit dedicated to Eric Carle at the Children’s Museum of Pittsburgh, which debuted last month. The Joester Loria Group is the brand licensing agency for The World of Eric Carle, the brand based on Carle’s iconic works including, The Very Hungry Caterpillar.

Very Eric Carle: A Very Hungry, Quiet, Lonely, Clumsy, Busy Exhibit debuted on Saturday, June 13 at Children’s Museum of Pittsburgh. Co-organized with The Eric Carle Museum of Picture Book Art in Amherst, MA, Very Eric Carle is the first North American traveling exhibit for children inspired by the art of beloved children’s book author and illustrator Eric Carle.

At this play-and-learn exhibit, visitors can step into the pages of Eric Carle’s colorful illustrations. His classic “Very” series, all illustrated in his hand-painted tissue paper collage technique, introduces five special insects who take journeys of discovery. Each story is a testament to Eric Carle’s love of nature, his respect for the emotional lives of children, and his recurring themes of friendship, creativity, and the power of imagination.

Visitors can experience a number of engaging activities including:

·         Becoming the Very Hungry Caterpillar as they follow his path

·         Weaving a web with the Very Busy Spider

·         Finding their light with the Very Lonely Firefly

·         Making the Very Clumsy Click Beetle flip and jump

·         Composing a night symphony with the Very Quiet Cricket

·         Creating artwork using many of Eric Carle’s materials and techniques

·         Enjoying a gallery of prints from Eric Carle’s “Very” book series

Very Eric Carle: A Very Hungry, Quiet, Lonely, Clumsy, Busy Exhibit will be on display at the Children’s Museum through September 20 and then begins its multi-year tour as a traveling exhibit. The exhibit’s first booking is with The Magic House in St. Louis, MO, opening October 2015. The exhibit is expected to tour for up to 10 years.

For information on visiting the Children’s Museum of Pittsburgh, visit: www.pittsburghkids.org.

This interactive exhibit showcases The World of Eric Carle’s brand values of creativity, discovery, play and development. These values have also inspired the World of Eric Carle’s brand extensions and licensing partnerships.  

An Exciting Collaboration From The Very Hungry Caterpillar and Hello Kitty

very hungry caterpillar hello kitty

The Joester Loria group has brokered a licensing deal for The World of Eric Carle with Sanrio Japan to create a Very Hungry Caterpillar and Hello Kitty collaboration that features Carle’s beloved Very Hungry Caterpillar and Hello Kitty in a joint Japanese program.  This program extends the relationship between the World of Eric Carle and Hello Kitty that kicked off in 2014.


The exclusive co-branded collection, manufactured and distributed by Sanrio, joins the two iconic characters in a range of products consisting of more than 20 items including lunch box sets, towels, stationery, bags and plush. The line targets children ages two to four and their families and launched on May 20th at all Sanrio shops, online and in dedicated Sanrio sections in Japanese department stores.  Sanrio shops in Taiwan, Hong Kong, Macau, Singapore, Malaysia, Thailand, China, Korea, Indonesia, Philippines and Germany are also carrying the line.

To celebrate the launch, Sanrio hosted special events at Sanrio Puroland in Tama City, Tokyo from April 22nd through June 24th, 2015.  At the events, visitors were welcomed by Hello Kitty and Very Hungry Caterpillar costume characters. Additionally, there were a variety of activities for families including: The Very Hungry Caterpillar story time, a Very Hungry caterpillar themed bounce house/play environment, interactive apps and more!

New Client Alert: Eggland’s Best

eggland's best licensing

Eggland’s Best has appointed The Joester Loria Group as its brand licensing agency to develop strategic product extensions for the Eggland’s Best brand and increase brand awareness through new product extensions.

Eggland’s Best eggs are produced regionally in 37 states and delivered fresh to local supermarkets,  typically within 72 hours.  Additionally, Eggland’s Best was recently voted the most-trusted brand of eggs by shoppers in the 2015 BrandSpark / Better Homes and Gardens American Shopper Study.

The Joester Loria Group will be launching an integrated licensing program for Eggland’s Best® across categories including kitchen tools, appliances, publishing and select consumables.

License! Global and HomeWorld Business both covered the news of The Joester Loria Group’s newest client.

Pringles Is Popping with the Brand’s First Licensing Deals in North America

pringles licensing

The Joester Loria Group has brokered three new licensing deals on behalf of Pringles, the #1 salty snack, which boasts a strong social media following with more than 27 million Facebook fans.

 The first licensing deal partners Pringles with iHip, a division of Zeikos Inc.   iHip is an industry leader and award winner for its unique product and advanced technology.  They will now bring that innovation to a full line of Pringles earphones, headphones and portable speakers, chargers and mobile covers.

 Additionally, Fifth Sun joins the Pringles family of licensees as the first apparel partner for North America.  They will be developing young men’s and juniors’ t-shirts, tank tops and fleece tops as well as sleepwear and loungewear. Fifth Sun will tap into Pringles’ rich history and offer a line of vintage Pringles designs as well as a contemporary collection. Both collections will be available at specialty, mid-tier and mass retailers later this year.

 Pringles also is partnering with Odd Sox, the sock company known for their original concepts and clever designs. With over 100 varieties of Pringles and new creative assets, the design possibilities are endless.   Pringles socks will be available at specialty, mid-tier and department stores for the back-to-school season.

New licensing partners for Pringles in accessories, home goods and gifts will be announced later this year. Expanding on its existing relationship with The Kellogg Company, The Joester Loria Group was retained as the brand licensing agency for Pringles in 2014.