The Joester Loria Group Partners Kellogg’s with Hallmark

kellogg's hallmark

The Joester Loria Group has brokered a licensing deal for Kellogg’s with Hallmark, the largest manufacturer of greeting cards in the U.S., to release a series of collectible ornaments featuring the brand’s most notable characters and advertising icons.

The first ornament in the series is a vintage Tony the Tiger holiday ornament which debuted on October 4th at Hallmark Gold Crown Stores and on Hallmark’s website, retailing for $14.95. Tony the Tiger has been on breakfast tables across the country for more than 50 years and this collectible ornament will bring a bit of nostalgia to any holiday gathering, a grrrrreat gift!

Hallmark will release a new Kellogg’s ornament every year through 2016 giving customers the opportunity to collect the entire three-piece series. The ornaments will be sold at all 2,400 Hallmark locations, online and at select specialty retailers nationwide.

This exciting new licensing deal for Kellogg’s was featured in License! Global.

New Apparel Collections for Mountain Dew & Pepsi

The Joester Loria Group brokered deals for new lines of apparel for its clients Pepsi and Mountain Dew which recently launched at retail.

The newest additions to the Mountain Dew apparel collection consists of a long sleeve printed tee from licensee Fifth Sun and a polyester pullover fleece as well as a pullover heather fleece hoodie from licensee Dynasty.

mountain dew licensing

The relaxed-fit long sleeve t-shirt affords wearers the ultimate in cotton comfort, featuring a splashy neon logo at the chest, across the back and tilted down the sleeve. With its laid-back banded neckline and loose sleeves, the shirt can be worn casually or even for light workouts with a pair of sweats. It’s currently available online at Urban Outfitters for a suggested retail price of $34.

mountain dew licensing

The Mountain Dew Polyester Pullover Fleece features a contrast hood lining, rib and drawstring for ultimate protection and warmth; front kangaroo pocket to keep hands warm or to store any gear and an enviable Mountain Dew graphic. The sweatshirt is available at Shopko stores with a suggested retail price of $59.99.

mountain dew licensing

Whether you’re an action sports newbie or just want a piece of Mountain Dew nostalgia, the new Heather Fleece Hoodie is sure to quench your thirst. The soft, midweight fleece features a throwback-worthy distressed soft-screen print and a full, loose fit that frees wearers up for a full range of motion and comfort while blocking out wind and cold. The hoodie is available at K-Mart stores with a suggested retail price of $29.99.

Meanwhile, Pepsi’s new apparel line in partnership with JC Fits will be cycled seasonally to keep pace with the latest trends. The range will include everything from stylish separates to textured fashion tops and simple tanks and tunics featuring nostalgic soft-screen print Pepsi logos. Some of the latest pieces are pictured below with more coming soon to juniors fashion departments at specialty, boutique and department stores for the 2014 holiday season.

pepsi licensing

The Joester Loria Group Expands The World of Eric Carle’s Licensing Program

world of eric carle licensing program

The Joester Loria Group brokered a new deal for their client, The World of Eric Carle, to expand on their current licensing program with additional categories including stationery, craft and activity paper products and confections for the U.S. and Canada.

Through the deal, Primary Colors will develop an extensive line utilizing the much-loved The Very Hungry Caterpillar along with other iconic characters from Carle’s beloved books to create a collection of stationery, craft and school supplies, which will arrive at retail Spring 2015.

Capturing the playful theme of the World of Eric Carle, the new line will emphasize the iconic collage art in a wide variety of products including:  coloring pouches, coloring packs, craft kits, activity pads, stickers, markers, crayons, glue sticks, scissors and flash cards.

Additionally, Primary Colors will be developing everyday and seasonal confections including gummies and fruit snacks along with cookies and crackers.  The cookies and crackers will be made in America.

Distribution of the new products will target a wide range of outlets, such as grocery stores, independent specialty stores, specialty chains, mass market retailers and online stores.

License! Global broke the news of this exciting new collaboration for The World of Eric Carle.

Mountain Dew’s Latest Brand Extensions

mountain dew brand extensions

It’s been a busy month for the Mountain Dew brand with the latest stop on the Dew Tour and a new Green Label Exclusives collaboration.

The Dew Tour made its first ever stop in Brooklyn from September 18-21, drawing approximately 17,000 fans to the Toyota City Championships. Athletes battled it out for the top prize over two days of competition, demonstrating their creativity and technical skills on courses inspired by iconic New York City skate spots. Garrett Reynolds claimed the top spot in BMX, while Dew Tour newcomer Trevor Colden earned his first Dew Cup in skateboard streetstyle.

In addition to the Dew Tour, another major brand initiative for Mountain Dew is the Green Label Exclusives (GLX ) program. On behalf of their client, The Joester Loria Group has brokered another GLX collaboration which debuted at the event.

The GLX x Girl capsule collection designed by Kevin Lyons for Dew skater Sean Malto will launch in late October at Zumiez and select specialty stores nationwide including online at Crailstore and The Berrics Canteen.  The collection includes a skate deck, five panel hat, pocket tee and wallet featuring the unique and custom designs from Lyons.  Limited quantities will be available and will range in price from $20 – $55.

In addition to designing a line for the GLX program, Lyons also curated the Green Label Gallery Brooklyn installation at the Dew Tour’s latest stop in Brooklyn. The gallery featured more than 40 artworks from young artists selected by Lyons. Additionally, a hashtag gallery on Instagram will showcase pieces from more than 80 artists. Work from Lyons was also displayed in the gallery. A full interview with Lyons is featured on

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.

New Licensing Deals for Kellogg’s

The Joester Loria Group is expanding Kellogg’s presence in the kitchen with a new deal for home textiles and the launch of microwavable cookware at Walmart.

On behalf of its client, Kellogg’s, The Joester Loria Group has brokered a licensing deal for hand towels, oven mitts, pot holders, aprons, scrubbers, drying mats, and other kitchen accessories with Dophes, a leading manufacturer of home textiles. The line was designed to celebrate Kellogg’s heritage while keeping a more modern feel in order to complement any type of kitchen.

Dophes Kellogg's Licensing

The Kellogg’s kitchen textiles collection debuted at this month’s New York Market Week and will be available at mass and mid-tier retailers starting in Spring 2015. Dophes joins an established Kellogg’s licensing program with product currently available throughout retail.

Kellogg's All Bran Muffin Maker

Another brand extension for the Kellogg’s brand is the All Bran Microwave Muffin Maker from leading housewares company and Kellogg’s licensee, Evriholder, which just launched at Walmart this fall.

This industry leader for on-the-go impulse products has developed a simple, easy-to-use Muffin Maker for All-Bran Muffins, Kellogg’s #1 most downloaded recipe.  Consumers can combine Kellogg’s All-Bran cereal and a few basic ingredients to create these scrumptious muffins in minutes using their microwave. The All-Bran Microwave Muffin Maker is currently available at Walmart for $5.99.


The World of Eric Carle Partners With Gymboree

world of eric carle gymboree

Earlier this month, The World of Eric Carle playwear and sleepwear launched at children’s specialty retailer Gymboree’s 600+ stores and on The collection features unisex, girls and boys styles using graphics from a variety of Eric Carle’s iconic works including The Very Hungry Caterpillar.

To promote the launch, Gymboree launched a multi-platform, integrated marketing campaign. Key elements included:

*Front of store placement, signage, window displays and in-store events which included celebrity mom Molly Sims hosting an event in Gymboree’s Santa Monica location.

*A print ad in Parents magazine.

*Email marketing to Gymboree’s millions of subscribers.

*A direct mail piece distributed to Gymboree’s database of consumers.

*Mall signage also helped promote the line.

*Press and mommy blogger outreach.

*Social media promotion and a free app further educated consumers.

world of eric carle gymboree

In addition to the apparel and sleepwear, Gymboree will also offer World of Eric Carle plush and books starting this fall and will debut an infant collection featuring more of Eric Carle’s characters for the Spring 2015 season.

The World of Eric Carle’s Gymboree partnership is just the latest brand extension The Joester Loria Group has brokered on behalf of its client. The World of Eric Carle’s licensing program spans a variety of categories including toys, games, apparel, classroom supplies and apps among others.

Mountain Dew Sporting Goods Launch at Retail

mountain dew sporting goods

On behalf of its client, The Joester Loria Group brokered a licensing deal to extend Mountain Dew into the sporting goods category.

As America’s #1 non-cola soft drink brand, Mountain Dew has dominated the teen and young adult market with its cutting-edge, high-energy and exhilarating attitude.  Embracing the action sports lifestyle through its continued support and sponsorship of events, competitions and athletes, the Dew sporting goods collection is a natural extension of the brand, which gives consumers an opportunity to “Do the DEW.”

Mountain Dew sporting goods from JNJ Sports debuted on September 1st at select Walmart and Toys “R” Us stores. The new line includes two long board skus and one scooter with a suggested retail price of $38.

Sporting goods is the latest category in Mountain Dew’s successful multi-category licensing program.

Corona Makes Waves At Surf Expo

corona surf expo

The Joester Loria Group, the exclusive licensing agency for Constellation Brands’ beer portfolio has tapped JGR Copa, a leading manufacturer of beach products to develop a collection of Corona, Modelo Especial and Pacifico beach accessories that complement each brand’s distinctive identity.

Launching in 2015, the Corona line features essential beach gear, including chairs, umbrellas, towels, blankets and mats, beach cabanas, as well as tents and surfboards.  Each item is offered in a variety of styles and key features include waterproof applications, Skin Cancer Foundation UPF 50+ fabrics, built-in cup holders and head rests. Modelo Especial and Pacifico products will follow in 2016.

Designs for Corona, the top-selling imported premium beer in the US, are inspired by the brand’s “Find Your Beach” lifestyle and captures Corona’s spirit of enjoying the moment, relaxing and connecting. The Corona beach collection, featuring the brand’s key creative elements, was unveiled in Orlando at Surf Expo last week, the premier event for beach lifestyle, board sports and fashion. The collection will debut in resort specialty shops and national chains in Spring 2015, priced from $14.99 to $39.99 for the core collection and featuring boards at $300 and upwards.

Copa, a company with over 25 years of experience in beach products, is excited to partner with Corona to help consumers “Find Your Beach” with a signature line of towels, chairs, umbrellas and other beach accessories.  The combination of Copa’s expertise and Corona’s unparalleled brand recognition is a key for sales success” Richie Bonilla, JGR Copa’s VP of Sales.

We are impressed with the range and quality of the JGR Copa products and delighted to welcome them to the Corona, Modelo and Pacifico licensing program,” said Debra Joester, President of The Joester Loria Group.  “Initial retail response has been tremendous and we anticipate a successful launch in 2015.”

This exciting new brand extension was featured in License! Global.


Brand Licensing Europe Will Be Bigger Than Ever

brand licensing europe 2014

Brand Licensing Europe (BLE) is still a month away but it’s shaping up to be the largest event in the show’s 16-year history. So far 235 exhibitors have signed up, which includes 55 newcomers, in categories ranging from sports and entertainment to fashion.

The UK licensing campaign for The World of Eric Carle’s The Very Hungry Caterpillar, managed by Rocket through the brand’s worldwide agent, The Joester Loria Group, will be represented showcasing new and recent category signings including toiletries, homeware, puzzles, crockery, party paperware and nursery furniture with more to come.

Exhibitors making their BLE debut this year include Bandai Namco Games, Boj, Chelsea FC, Games Workshop, International New York Times, National Museum of Royal Navy, Team GB, The Jim Henson Group, UEFA Euro 2016 and Von Dutch.

Other highlights of this year’s event will include LIMA U.K.’s networking party on October 8th and the License! This competition for new brands, artwork and characters.

BLE  is the most important trade show for the European licensing industry and will take place from October 7 through 9 at the Olympia Conference Centre in London. Retailers, licensees, manufacturers and brand owners will attend with the goal of finding new licensing partnerships. BLE began in 1999 as the only pan-European event dedicated to the licensing and branding industries and today is an important date on the licensing industry calendar each year.

For all of the latest BLE news and updates, visit their website:

New Apparel Collection for Corona Extra and Modelo Especial

Corona extra and modelo especial

Bioworld Merchandising debuted a new apparel, board shorts, headwear and footwear line for high-end, iconic beer brands, Corona Extra and Modelo Especial at MAGIC Market Week in Las Vegas.

Bioworld’s new collection of Corona apparel features graphic styles and silhouettes influenced by Corona’s laid-back beach culture and brand personality as well as ongoing trends in fashion. The Modelo Especial apparel line features the brand’s heritage and urban appeal as the design inspiration. The new trend styles will debut at retail Spring 2015.

The Bioworld line is in addition to a series of new licensing partnerships brokered by Joester Loria Group, the licensing agent of record in the United States for the Constellation beer brand portfolio. Additional lifestyle products launching at retail beginning Spring 2015 include beach gear, towels, barware, gifting, electronics, and other signature on-brand product extensions that align with the unique spirit and core essence of the individual beer brands in Constellation’s portfolio.

License! Global covered this exciting news.