New Licensing Partner for The World of Eric Carle

world of eric carle gymboree

The Joester Loria Group has partnered the World of Eric Carle with The Gymboree Corporation, a specialty retailer selling high-quality apparel and accessories for children, for a multi-category infant and toddler apparel and sleepwear collection launching this Fall.

Gymboree will offer World of Eric Carle toddler playwear and sleepwear for boys, girls and unisex, which will debut in more than 600 Gymboree stores and online at in September 2014.  The collection will be designed using Carle’s iconic The Very Hungry Caterpillar and other popular characters and unmistakable graphics from his beloved books.  The program will also be supported with marketing and in-store events. In addition to the apparel and sleepwear, Gymboree will sell World of Eric Carle plush and books starting this Fall and will debut an infant collection with Carle’s characters in Spring 2015.

“We are thrilled to bring these two mom-trusted brands together. The collaboration of Gymboree and Eric Carle’s The Very Hungry Caterpillar will bring Eric’s bright artwork and beloved characters off the pages onto beautifully designed, high-quality apparel and sleepwear that is sure to delight infants and toddlers,” said Debra Joester, CEO of The Joester Loria Group.

Shelly Walsh, VP of Merchandising at The Gymboree Corporation, adds, “We love Eric Carle at Gymboree and, as the Official Sponsors of Childhood, we’re excited to make playtime and bedtime more fun by featuring the World of Eric Carle on our clothing.”

As the global licensing agent for The World of Eric Carle, JLG continues to spearhead a robust licensing program that further expands the brand in infant and toddler categories. The global consumer products program consists of more than 125 licensees and promotional partners, consisting of toys, games, apparel, home décor, social expressions, stationery, classroom supplies, mobile apps and more, sold in over 30,000 locations in 15 countries including the US, Canada, UK, Japan, Australia, Germany and Korea.

License! Global covered the news of this exciting new partnership for World of Eric Carle.

Joester Loria Group Helps Broker New Brand Extension For Waste Management

waste management transformers

On behalf of their client, Waste Management, The Joester Loria Group helped broker a deal to add the new Waste Management Transformer, Junkheap, featured in the latest Transformers movie, to Hasbro’s popular Power Battler toy line.

Junkheap is the newest Decepticon, a rear-loader modeled from Waste Management’s very own fleet.  The toy version easily changes to and from bot mode and features Claw Crush, Junkheap’s secondary action feature of a chomping jaw, based on the character’s role in the movie.

Hasbro will bring the Waste Management character to store shelves in their Power Battler toy line for Holiday 2014 with a suggested retail price of $12.99 . Transformers 4: Age of Extinction debuted with an opening weekend of more than $100 million in box office sales.

Waste Management, Inc. is North America’s leading provider of integrated environmental solutions with a mission to  maximize resource value, while minimizing environmental impact so that both our economy and our environment can thrive.

World Cup Boosts Pepsi’s Brand Perception

pepsi world cup marketing

Soccer star Lionel Messi shooting a Pepsi campaign

While most of the World Cup action is taking place on the soccer field, many brands are trying to capitalize on the excitement with marketing and advertising campaigns. The World Cup has just six official sponsors, but many brands are finding creative ways to cash in on the World Cup buzz.

As reported by the Wall Street Journal, a new YouGov BrandIndex report shows that many brands including JLG’s client Pepsi have seen a boost in brand perception thanks to their World Cup brand marketing efforts. While Pepsi is not an official sponsor of the World Cup, the brand has run soccer themed advertisements during the games, which led to a 4% increase in brand awareness for Pepsi.

Many other brands who are not official sponsors have also enjoyed increased brand awareness thanks to their World Cup campaigns. The YouGov BrandIndex findings highlight an ongoing debate on the value of working with FIFA as an official sponsor. Marketing Magazine recently shared that many US consumers incorrectly believe many brands including Pepsi are official sponsors. In this case, guerrilla marketing has been extremely effective for many brands even though they are barred from using the World Cup and FIFA logos and names in their marketing materials. Through partnerships with top soccer stars brands are able to allude to the World Cup without actually mentioning it; allowing the brands to take advantage of this major global sporting event without the huge price tag of an official sponsorship.

LIMA Makes New Board Appointments

lima licensing logo

Last week the International Licensing Industry Merchandisers’ Association (LIMA) elected new members to its Board of Directors and The Joester Loria Group’s James Slifer was appointed to the post of Vice Chairman.

As SVP of Business Development at The Joester Loria Group, James specializes in brand, media and entertainment licensing in the creation, management, and business development of successful trademark licensing programs for global consumer brands. He has more than 15 years of experience developing brand extensions for some of the world’s most valuable brands including: Jeep, Care Bears, PepsiCo, Entenmann’s, Kawasaki, Home Depot, Peter Rabbit, Discovery Communications and Kellogg’s among others. Since joining The Joester Loria Group in 2001, James’ responsibilities include overseeing sales, new client acquisitions, and specializing in extending brands into emerging and non-traditional licensed product categories.

Congratulations to James on this exciting appointment!

Other new LIMA appointments include:

*Rick Van Brimmer of Ohio State University as chairman of the board

*Tim Kilpin of Mattel Brands as board member

*Cindy Levitt of Hot Topic as board member

*John Parham of Parham Santana as board member

*Henry Stupp from The Cherokee Group as board member

Additionally several board members will serve an additional three-year term including Mike Brown from American Greetings; Marilu Corpus from CLICK! Licensing Asia, Inc.; Ciaran Coyle, from Electrolux;  Paul Flett of United Talent Agency; Christian Fortmann of 24 IP Law Group; Dell Furan from Epic Rights; Darran Garnham of Mind Candy; Elias Hofman, from Exim Licensing; and Sara Nemerov from Warner Music Group.

The Joester Loria Group Secures Next Mountain Dew Collaboration

GLX Mountain Dew Brand Collaboration

On behalf of their client, Mountain Dew, The Joester Loria Group has brokered another collaboration for Dew’s Green Label Exclusives (GLX) program.

Mountain Dew’s Green Label Exclusives Program brings artists and athletes together with top designers and brands to produce one-of-a-kind and limited edition lifestyle product inspired by the Dew brand.  Each collaboration is supported with video content that helps tell the story of the collaboration and gives consumers a behind-the-scenes look at how it all comes together.

For the latest collaboration, GLX and New York based brand ICNY have partnered with Starter Black Label to create an NYC-inspired capsule collection. Utilizing Starter Black Label snapback hats, tees and hooded fleece as the canvas for this project – the GLX/ICNY collaboration highlights the new New York athlete – one whose stadium is the streets of the city and competition comes from within.

The hat, tee and hoodie graphic utilize ICNY’s unique 3M printing process combining embroidery, platisol printing with 3M embellishment. The design is inspired by ICNY owner and designer Mike Cherman’s daily races through the streets of NYC. The streets listed on the back of the tee and sweatshirt are all found on his route from his Brooklyn studio to the NYC office of ICNY.

“I’m constantly racing with myself up bridges, down avenues and through intersections – pushing myself, my designs and my brand to be the best it can be. This GLX collection is a reflection of that,” said Cherman.

The GLX x ICNY x Starter Black Label Collection is a limited release and only available at the following retail locations nationwide: and flagship stores, Revive in Michigan, Sole Fly in Miami, Compound Gallery in Portland, and Alumni in Brooklyn.

Previous GLX collaborations partnered Mountain Dew with music artist Mac Miller and Diamond Supply Company; pro skateboarder Keelan Dadd and Dirty Ghetto Kids; pro skateboarder Boo Johnson and Supra; and pro skateboarder Theotis Beasley and HEX.

Licensing Expo Recap

Licensing Expo 2014

Last month more than 15,000 industry professionals gathered in Las Vegas for Licensing Expo 2014; a 5% attendance increase over last year. This year’s show was spread out over 218,000 square feet and featured 482 exhibitors in a variety of categories like art and design; fashion and lifestyle; characters and entertainment; sourcing and production; and brands and agents.

The Joester Loria Group was an exhibitor, presenting new initiatives and opportunities for its range of clients including Pepsi, Mountain Dew, Kellogg’s, The World of Eric, the Constellation beer portfolio including Corona, and celebrity chef Fabio Viviani.

The Joester Loria Group previewed its new clients in the fashion sector including Jockey, leading fashion blogger Aimee Song of Song of Style, and childrenswear designer Amy Coe and announced its North American representation of global brands, Pringles and Britax.

The agency showcased the Pepsi brand’s most recent designer collaborations in an interactive photo booth that invited visitors to capture their “Live For Now” moments at Licensing Expo.

Licensing Expo JLG

A highlight of the week was The LIMA Licensing Awards on June 17, where Joester Loria Group founders Debra Joester and Joanne Loria were inducted into the LIMA Licensing Industry Hall of Fame. License! Global recently sat down with Debra and Joanne to find out what this honor meant to them.

Other show highlights included a keynote address from DreamWorks Animation co-founder and chief executive officer, Jeffrey Katzenberg and a Q&A session with actress and House of Harlow 1960 creative director Nicole Richie.

Licensing Expo 2015 will be held from June 9-11, 2015.

JLG To Expand Jockey International Brand

jockey international licensing

Jockey International, Inc., one of the world’s best-loved and most-recognized brands, has retained The Joester Loria Group to identify and secure licensees in the swimwear and home categories in the U.S. market.

Jockey is active in more than 140 countries, marketing underwear, sock, thermals, sleepwear, activewear, sportswear and lounge wear, in men’s, women’s and children’s ranges.

Jockey is recognized for innovation, including body mapping and sweat mapping technology, to enhance fit, comfort and product durability. The brand enjoys over 85% brand awareness among men and women.

Jockey products are sold in leading national retailers such as Macy’s, Lord & Taylor, Kohl’s, and through Jockey’s national chain of Jockey outlets stores and, among other leading e-commerce retailers.

“Jockey, a trusted brand for over 100 years, has been a category leader in bringing fit, quality and style to all its products,” said Debra Joester, President of The Joester Loria Group.  “We are delighted to have been selected to assist Jockey in extending the brand’s core essence and impressive technology to swimwear and home.”

License! GlobalRoyaltie$ and The Licensing Book reported the news of The Joester Loria Group’s latest licensing project. We look forward to sharing more details about Jockey’s licensing partnerships in the swimwear and home categories.


Amy Coe Taps JLG to Extend Her Brand

amy coe design

With over a decade of successful direct to retail licenses with Target and Babies R Us, fashion apparel and interior designer Amy Coe has tapped The Joester Loria Group to bring the Amy Coe brand into broader distribution and new product categories.  The Joester Loria group will expand on Coe’s successful children’s apparel programs, reintroduce Amy Coe layette, infant and toddler accessories, bedding and décor, and develop Amy Coe Home for the adult bedding and home goods categories

The Amy Coe brand has appealed to fashion-conscious moms and gift givers for 20 years. Coe boasts a successful retail track record with sales exceeding $200 million in children’s apparel, bedding, and home goods.  Recognized for her fresh approach to all design, Coe celebrates pure color, exceptional detail, modern lines and always encourages individual style.

Some of Coe’s past partnerships include a six-year deal with Target Corporation on a collection comprised of layette, infant bedding, diaper bags, toys and gift wrap and was featured in more than 1,300 stores and online.

Additionally, Coe’s seven-year deal with Babies R Us was the largest product introduction by an exclusive designer in the company’s history. The broad assortment featured infant furniture, bedding sets, room decor, diaper bags, plush and gifts, mealtime accessories, plus layette, apparel and accessories for infants and toddlers.

As a successful interior designer, Amy Coe will bring her fresh and modern approach to exciting new licensing categories including home goods with bedding, home décor and related collections.

“We are thrilled to bring the Amy Coe brand and her distinctive designs to a larger audience and new product categories,” said Debra Joester, President of The Joester Loria Group. “We have been Amy Coe fans and customers for over a decade and are particularly excited to work with Amy to deliver new ways for her fans to enjoy her beautifully designed products.”

“I’m super excited to embark on this new partnership with JLG.   I look forward to expanding the Amy Coe brand and developing AMY COE HOME.  My fresh designs are embraced by moms everywhere- now it’s time to take it to the next level,” said Amy Coe.

License! GlobalKids Today and Home & Textiles Today all covered this exciting new licensing partnership.

Trendsetting Fashion Blogger of Song of Style, Aimee Song, Selects Joester Loria Group to Lead Licensing Program

Song of Style Licensing

The Joester Loria Group has been selected as the exclusive licensing agent for Aimee Song, the sought-after interior designer and taste-making blogger behind leading fashion website, Song of Style.

With a keen eye for fashion and design and a flair for presenting great product in an accessible way, bloggers have become today’s most influential style leaders; Aimee Song is recognized as a pioneer in the fashion and design blogosphere.  Aimee studied interior design and continues to work for private clients seeking her fresh, modern designs.  Her personal style, vibrant photography, and global adventures have firmly established Song of Style as one of the leading fashion blogs in the world.

Song of Style, launched in 2008, is an influential and successful fashion blog.  Aimee’s global travels and Southern California upbringing is what inspires her content, showcasing her unique personal aesthetic, favorite finds and home décor inspiration.  Aimee’s site attracts 3.7 million monthly page views.  She also has a significant social media following with 1.4 million Instagram followers; 248,000 Facebook likes; 43,000 Twitter followers and 55,000 Pinterest followers. At the forefront of the fashion industry, her collaborations and marketing partnerships have included Tiffany & Co., Valentino, Saks Fifth Avenue, Macys, Gap, Seven for All Mankind, Cover Girl, and Diet Coke.

The Joester Loria Group will tap into Aimee’s experience as an interior designer to launch a collection of home products and décor. Using her love of architecture and design, the collection will evoke a chic fusion of textures, patterns, and colors.

In addition, the Joester Loria Group will work closely with Aimee to develop her brand in targeted fashion categories including handbags and leather goods.

“We are delighted to represent Aimee Song and her blog, Song of Style,” said Debra Joester, President of The Joester Loria Group.  “We look forward to introducing the Aimee Song branded product collections of fashion accessories and home goods.”

“I am thrilled to be partnering with a world class licensing agency such as JLG,” said Song. “I have always seen a full-fledged product line as part of my brand’s evolution and I am so excited to be exploring my two passions: interior design and fashion.”

Based in Los Angeles, Aimee studied interior design and is regularly retained by private clients for interior design work and her reach extends beyond the blogosphere as she stars in a nationally televised TV commercial for Cover Girl and MTV this summer. Aimee was also a keynote speaker at Lucky magazine’s 2014 fashion and beauty blogger conference, Lucky FABB, and was the official fashion correspondent for the 2013 American Music Awards pre show.

Britax Appoints Joester Loria Group to Launch Licensing Program

Britax New JLG Client

The Joester Loria Group has been selected as the exclusive licensing agent for North America to represent Britax, the leading manufacturer of premium car seats, as well as strollers, baby carriers and accessories.

Britax has been a leader in mobile safety for more than 70 years.  Since its founding in Britain in 1939, the company has established itself as a trusted juvenile products brand, known for a commitment to thoughtful, innovative engineering of safe, top-quality and intuitively designed products.

The Joester Loria Group will execute a comprehensive licensing program that extends the Britax brand proposition, decades of expertise and trusted reputation for safety and innovation. JLG will develop an integrated licensing and merchandising program designed to provide families with a full line of child care essentials that enable parents and children to make the most of each day. Product categories include gear, furniture, health and safety products, bath products, feeding and other innovative and functional brand extensions.

“At Britax, we have a long history of creating trusted products for the entire journey of childhood,” said Jon Chamberlain, president of Britax. “Now, we’re pleased to extend our commitment to innovation and safety, to a larger range of products.”

“We are thrilled to represent Britax,” stated Debra Joester, president and CEO of The Joester Loria Group. “We look forward to working with Britax and leveraging our expertise in the infant and juvenile licensing category to create thoughtful product extensions designed to provide families everyday freedom with safe and practical childcare solutions.”

For more information about Britax, please visit