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.


The Joester Loria Group Expands The World of Eric Carle’s Infant and Toddler Program

the world of eric carle licensing

The Joester Loria Group has brokered new licensing deals for their client, The World of Eric Carle, to expand on the current infant and toddler collections by adding new categories including sleepwear, graphic tees, blankets and layette.

Intimo has signed on to develop a line of toddler sleepwear, robes, ponchos and t-shirts in the U.S. and Canada for The World of Eric Carle.  Intimo will use the beloved The Very Hungry Caterpillar along with other iconic characters from Carle’s classic books to create contemporary trend collections for both boys and girls. The apparel line will include a wide variety of fabrications, using screen prints, heat transfers, roller printing, flocking, embroideries, patches and appliqués that are sure to make The Very Hungry Caterpillar and friends come to life. Sizes will range from 12M – 5T and the collection will launch Holiday 2014 at mid-tier, department stores and independent retailers throughout the country.

Additionally, H.I.S Juveniles will be adding to its successful World of Eric Carle line of infant travel and safety items by expanding to a new line of layette, blankets and soft bath products including washcloths and towels.  The new collection will include a wide variety of fabrications and patterns for boys and girls focused on The Very Hungry Caterpillar and friends. The collection will launch Spring 2015 at mid-tier, specialty, department store and independent retailers.

The World of Eric Carle’s global consumer products program continues to grow with expanded collections 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.

Licensing Success Story: Mountain Dew

mountain dew

License! Global recently shared an in-depth look at the successful licensing program The Joester Loria Group has cultivated for the Mountain Dew brand.

The overview highlights Mountain Dew’s sports sponsorships and musical connections which help define the brand and its licensing extensions. Social media and engaging digital content are also driving forces for the Mountain Dew brand.

A main focus for the Mountain Dew brand is the “Green Label Exclusives” licensing program, which brings artists and athletes together with brands and designers to create one-of-a-kind and limited edition capsule collections of lifestyle products inspired by the Dew brand DNA. Since the GLX program resonates with a younger consumer, the program is promoted through behind-the-scenes video content that tells a story and can be easily shared across social media channels.

The GLX collections are very successful and frequently sell out quickly. Recent success stories include: HEX and Dew-sponsored skater Theotis Beasley; Diamond Supply Co. and hip-hop artist Mac Miller and skateboarder Boo Johnson and SUPRA among others.

Additionally, the GLX program has some exciting developments for the remainder of 2014. Highlights include the launch of e-commerce on later this year, a new partnership with ICNY and Mike Cherman and a sporting goods licensing deal with JNJ International.

Check out the full story from License! Global.


World Congress Of Play Preview

world congress of play preview

The World Congress of Play will feature an impressive group of speakers to kick off the second annual conference that brings all the play industries together in one place at one time.  Global manufacturers and retailers of traditional toys and games, video games, music, entertainment and digital play, as well as representatives from theme parks, industry associations and trade media will be in attendance at the event held from September 8 – 10, in San Francisco.

A group of world-class speakers will include the leaders of some of the most innovative companies in the play industry including:

*David Zlotnik, Director, Global Marketing, McDonald’s Corp..

*Darell Hammond, founder of KaBOOM!, leader in play advocacy

*Hugo Malan, President, Sporting Goods and Toys, Sears Holding Corp.

*Manuel Torres, SVP Global Toys & Publishing, Nickelodeon

*John Barbour, CEO, LeapFrog

*Greg Ahearn, Chief Marketing Officer, LeapFrog

*John Coyne, VP, Consumer Marketing, Activision

A full list of speakers is available on the World Congress of Play’s site.

The event is co-produced by Richard Gottlieb, CEO, Global Toy Experts  and Charles Albert, CEO, Creativity Inc. Global Toy Experts is a world-renowned consultancy and resource for toy industry insights, while Creativity Inc. provides toy, game, learning, and entertainment developers with design, development and engineering services.

The play industry is an important licensing category for several of The Joester Loria Group’s clients. Events like The World Congress of Play provide an important forum for industry experts to share the latest trends and issues impacting the business.


New Licensing Partner for Waste Management

Waste Management Powertex

The Joester Loria Group has secured Powertex as a new licensing partner for Waste Management. Under the new agreement, Powertex will launch a collection of apparel and accessories that will allow consumers to connect to the Waste Management brand in a new way.

The collection will focus on tees, fleece tops and headwear that reflect the brand’s core assets and mindset with popular slogans like “Think Green.” The apparel program will launch at retail for the Holiday 2014 season with prices ranging from $9.99 to $25.99.

The Powertex Group designs, sources and merchandises products for a variety of brands. They rely on a trusted network of domestic and international suppliers to create merchandise that energizes brands and brings them to life.

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 the economy and the environment can thrive.

Creative Play Toys Top Electronic Games and Apps

npd group creative play studyAs reported by Kidscreen, a new study from the NPD Group shows that parents are spending more on creative play toys than electronic games and apps. In their “Evolution of Play 2014” report, the NPD Group reports that arts and crafts sets currently are the most purchased toys among parents of children ages two to 12.  After arts and crafts, traditional games were the most popular category followed by app games and stuffed toys which tied for third place. Finally, puzzles round out the top five most purchased toy groups.

While parents are purchasing creative play toys, kids continue to ask for apps and digital games.  Among kids ages two to 12, app games and electronics were the top two most-requested types of toys followed by arts and crafts sets, physical video games and building and construction sets.

The contrast in what parents are buying versus what their children are requesting can be attributed to parents’ desire to balance traditional play with technological toys.

As the licensing agent for multiple children’s properties, The Joester Loria Group analyzes consumer research to refine an overall brand’s licensing strategy.  It is important to revisit program goals and consumer insights to develop the most optimal licensing program.  The Joester Loria Group has successfully extended several brands into interactive and educational creative play toys. The World of Eric Carle is just one example of a brand that encourages creativity through fun and vibrant brand extensions. Partners like University Games and Kids Preferred have created entertaining creative play toys inspired by the World of Eric Carle’s brand values.

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.