Brand Licensing Europe Preview

Brand Licensing Europe 2015

On October 13-15, Brand Licensing Europe, one of the most important events for the European licensing industry, will take place in London. Last year’s event drew a crowd of more than 7,000 retailers, licensees, manufacturers and sales promotion professionals from more than 70 countries. Over 300 exhibitors will be in attendance showcasing approximately 2,500 brands available for licensing opportunities. Exhibitors will be representing a wide variety of categories including TV, entertainment, sports, automotive, publishing, art & design, fashion, charity and heritage.

One of the highlights of the show is the Licensing Academy, a free series of educational sessions featuring high-profile speakers from the licensing industry. This year’s lineup includes speakers from LIMA UK, The Walt Disney Company, Nike, The NPD Group, DreamWorks and Sainsbury’s among others. Another popular feature at BLE is the License! This competition, which offers new brands and concepts the opportunity to break into the licensing industry. A panel of licensing industry experts will select one brand or concept to win a free stand at BLE 2016, a one year membership to LIMA and a free ticket to LIMA’s Licensing Essentials Course.

The Joester Loria Group’s client The World of Eric Carle will be one of the 2,500 brands exhibiting at this year’s Brand Licensing Europe show in partnership with local sub-agent Rocket Licensing.

All of the latest Brand Licensing Europe news is available here:

Back-To-School With Whole Foods Market and The World of Eric Carle

whole foods market world of eric carle licensing

Earlier this year, The World of Eric Carle and Whole Foods Market announced their collaboration on a series of 365 Everyday Value® children’s cereals and juices featuring Carle’s signature artwork including the beloved Very Hungry Caterpillar, available at Whole Foods Market stores nationwide.  The Joester Loria Group, worldwide brand licensing agency for The World of Eric Carle, brokered the deal with Whole Foods. Like everything Whole Food Market sells, both the cereal and juice contain zero artificial preservatives, colors, flavors, and sweeteners.

As a kick off to back-to-school, these cereals and juices will be displayed in an endcap with an exclusive World of Eric Carle dish set featuring a bowl and utensils in recycled packaging and other World of Eric Carle products from licensees Kids Preferred and Chronicle.

The 365 Everyday Value® children’s cereals and juices featuring The World of Eric Carle brand are featured in a number of Whole Foods Market marketing and promotional initiatives that started this September, including shelf-talkers, a back-to-school guide, ‘The Whole Deal’ Coupon Guide and additional overarching 365 Everyday Value programs. Whole Foods will also support the program with a back-to-school video featuring the juice, which will be showcased on several sections of as well as the Whole Foods YouTube channel.  

For its part, The World of Eric Carle will highlight Whole Foods Market as the exclusive retail partner for the juice and cereal via the broad reach of their social media assets. With 128 million books sold, the World of Eric Carle has been a staple in schools, libraries and homes around the world for over three generations. The assortment available at Whole Foods Market brings wholesome foods and educational games together in one package. The World of Eric Carle is also educating families about healthy eating habits through a #PowerYourLunchbox partnership with Produce For Kids.

The World of Eric Carle’s brand licensing partnership with Whole Foods Market was featured by License! Global and aNb Media.

Joester Loria Group Heading To Margaritaville

margaritaville licensing

Margaritaville, the expansive tropical lifestyle brand inspired by the songs and lifestyle of singer and songwriter Jimmy Buffett, has enlisted Joester Loria Group as its brand licensing agency to secure new licensing partnerships in frozen and refrigerated appetizers and entrees, ready-to-cook meals and other popular food extensions.

Expanding upon the brand’s impressive profile of offerings, including hotels, casinos, cruise experiences, restaurants and bars, packaged foods, beverages, spirits, outdoor furniture, home goods, appliances and apparel and accessories, this partnership will further position Margaritaville as the premier lifestyle brand that embraces tropical escapism and transports consumers to a vacation state of mind. Margaritaville foods and non-alcoholic beverage products will be available at leading supermarket chains and big box retailers throughout the US and Canada.

“Expanding our packaged goods offerings is an excellent opportunity and natural next step in continuing to provide consumers with authentic tropical escapes., It was important  that we partner with one of the top licensing agencies in the US in order to ensure top quality and success, and we’re thrilled to be working with Joester Loria.” said John Cohlan, CEO of Margaritaville Holdings. “Beyond our products, our resorts and our restaurants, we want to deliver a piece of Margaritaville and transport customers to their favorite tropical destinations, even when they’re at home.”

Margaritaville also recently released an expansive range of Margaritaville-inspired culinary, home, electronics, beauty and apparel products through HSN and HSNi’s Cornerstone division brands, Frontgate and Travelsmith, proving that Margaritaville is not only a brand, but a state of mind, enjoying over 74% awareness overall among US adults.

“Working with Margaritaville is a Caribbean dream come true” says Joanne Loria, executive vice president and COO of The Joester Loria Group. “From its origin as a top ten song to its current status as a world-class brand, Margaritaville is the embodiment of what an aspirational lifestyle brand is all about, and JLG is beyond thrilled to play a role in its future success.”

The Joester Loria Group’s new partnership with Margaritaville was recently featured by License! Global.

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 and

“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.

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!