Kellogg’s And J2 Licensing Set To Develop a Co-Branded Collegiate Apparel Collection

The Joester Loria Group has brokered a deal between our client Kellogg’s and J2 Licensing to develop a co-branded apparel collection utilizing Kellogg’s popular characters including Tony the Tiger and Toucan Sam in combination with the marks of top national schools.  J2 Licensing is a Michigan-based apparel company, with more than 20 years of experience, that specializes in licensed collegiate merchandise with rights to many major NCAA colleges and universities.

The Kellogg’s collection will debut this fall and will focus on young men, juniors, boys and girls’ T-shirts and fleece. Distribution of the apparel will be to college/university book stores, speciality stores and sporting good stores. We look forward to sharing more information on this licensing deal soon.


Discovery Communications, the world’s number one nonfiction media company, has announced a licensing partnership with FOODSCIENCE CORPORATION for a line of nutritional supplement chews for dogs and cats under the Animal Planet licensed brand.  This deal was brokered on behalf of Animal Planet by its North American licensing agent, The Joester Loria Group, for the U.S. market.  The new products will debut at the Animal Planet booth at Global Pet Expo 2013 in Orlando, Fla.

FOODSCIENCE CORPORATION will develop eight SKUs, including multivitamins and calming products, which support everyday health for pets and are developed in response to consumer feedback on pets’ most common health challenges. Each SKU is formulated to target a specific condition, such as hip and joint trouble or skin and coat issues. All products will carry The National Animal Supplement Council seal of quality and will be available for purchase at mid-tier, grocery, mass and drug retailers as well as online.  Suggested retail prices for all of the new Animal Planet nutritional supplements range from $5.99 to $29.99.

A portion of the proceeds from the sale of the line will benefit the principal partners of R.O.A.R (Reach Out. Act. Respond), Animal Planet’s national campaign that, together with leading animal organizations, leads the way in taking action and being a voice for animals.

Green Label Exclusives Showcased at Dew Tour in San Francisco

The highly popular Mountain Dew Green Label Exclusives collaborations were recently featured in the sponsorship tents at the Dew Tour in San Francisco. This leg of the Dew Tour ran from October 18 through October 21. These collaborations bring together a distinct group of extreme athletes and lifestyle brands to develop a limited edition Mountain Dew collection.  Several of the athletes that recently worked with Mountain Dew on the Green Label collaborations were also at the tent meeting with media about the project.

Visitors to the tent got to see a sneak peak of the next Green Label collaboration: the Supra shoe with skateboarder Boo Johnson that will befeatured on starting December 13th.  Only 150 pairs will be available and are anticipated to sell out in minutes.

Mountain Dew’s Green Label Exclusives program brings artists and athletes together with top designers to produce one-of-a-kind and limited edition lifestyle products inspired by the Dew brand. Collaborations on display included the Mac Miller x Diamond Supply Co. custom snapback that sold out in eight minutes and the DGK Skateboards x Keelan Dadd travel kit.

The Joester Loria Group, responsible for developing the Green Label Exclusives program in collaboration with Mountain Dew, secured the deal for this latest series of co-brand extensions.


Joester Loria Group Brokers New Deal for Mountain Dew Green Label Exclusives to Launch Latest Capsule Collection

Mountain Dew Green Label Exclusives recently collaborated with lifestyle brand DGK Skateboards and professional skateboarder Keelan Dadd to produce a travel kit featuring essentials for life on the road including a duffle bag, socks, hip-pouch, sunglasses, coozie, and skate deck sticker. The limited edition kit retails for $100 and is available exclusively through  To date, there has been over  1,088,420 views of the collaboration video.

Keelan, who is part of the Mountain Dew skate team, worked directly with DGK’s lead designer to assist the creative process and the collaboration allowed Keelan to bring his personal style to life with a custom item. The end result represents a combination of Keelan Dadd’s stylistic input and Mountain Dew’s core brand aesthetic.

The duffel bag is the centerpiece of the capsule collection, featuring a custom handle patch that showcases Keelan Dadd’s name and signature, the Dew logo and the DGK classic tag logo. Aligning with the “This is How I Dew” brand messaging, the duffel bag strongly states, “Nothing to Lose—Everything to Gain,” also speaking to Keelan’s spirit as an up and coming skater and Dew’s positive outlook on being yourself and overcoming odds.

Mtn Dew’s Green Label Exclusives program brings artists and athletes together with top designers to produce one-of-a-kind and limited edition lifestyle products inspired by the Dew Brand. MTN DEW previous collaboration in May with Mac Miller and Diamond Supply Co. sold out in just eight minutes.

The Joester Loria Group brokered this brand partnership on behalf of our client Mountain Dew.

Check out more details from Complex Magazine:

Special thanks to License Magazine for their recent coverage of this collaboration.

Sierra Mist and Mug Release Freezer Bars

The Joester Loria Group has secured PepsiCo’s first licensed food extension with the Sierra Mist and Mug brands. The deal, in partnership with Kisko, will bring branded freezer bar assortments to grocery, drug and mass accounts nationwide this Spring 2013.

The freezer bars will be available in the US and Canada in a variety of pack formats and sizes. The Sierra Mist freezer bars will come in Lemon-Lime, Cranberry Splash and Strawberry Kiwi Splash flavors and Mug will be offered in both Root Beer and Cream Soda flavors.

The Joester Loria Group is the exclusive licensing agency for PepsiCo North America.

Retail Merchandiser Highlights Animal Planet’s Licensing Strategy

The July/August issue of Retail Merchandiser featured an article that took an in-depth look at the brand licensing strategy we’ve developed for our client Animal Planet over the past four years.

The article focuses on the expansion of the brand into pet categories, leveraging Animal Planet’s authority and brand equity in this market segment. The piece features several quotes from The Joester Loria Group’s president, Debra Joester, detailing the consumer research and evaluation of the pet product marketplace that preceded the development of Animal Planet branded pet products.

The first Animal Planet line of pet toys and beds debuted at Petsmart in May 2009. In the past 3 years, retailers that are not typically active in pet categories, including Macy’s, JC Penney, Kohl’s and Bed, Bath & Beyond have made significant commitments to Animal Planet pet product.

Additionally, the article details our commitment to reinforcing Animal Planet’s core brand values with products that offer superior quality and value.Merchsource is a long standing licensee offering a broad assortment of product including pet beds, blankets, houses, timed feeders and fountains, while Premium Pet Health, the most recent addition, has developed a line of high-quality, healthy, made in the USA Animal Planet dog that will be in market later in the year. Other key licensees include Fantasia, a company that is developing “good for pets” Animal Planet pet grooming products.

Retail Merchandiser also detailed how the sales of Animal Planet licensed products help raise funds for the network’s “Reach Out. Act. Respond” or ROAR initiative which helps protect animals and their habitat. Over $400,000 has been contributed over the past 2 years.

Finally, the article discusses our  plans for the introduction of Animal Planet’s new sub-brand, Pets 101. This new sub-brand will debut in fall 2012 and was developed to meet the demands of volume retailers.

A key factor in the success of Animal Planet’s licensing expansion has been our true partnership and collaboration with the Discovery Communications team.

Read the full Retail Merchandiser story.

New Brand Licensing Partnerships for Pepsi, SoBe and Mountain Dew

The Joester Loria Group is thrilled to announce exciting new brand extensions for Pepsi, SoBe, and Mountain Dew.

Dynasty Apparel will expand the soft goods offerings of all three brands with new apparel collections. In addition, these collections will also incorporate new technologies such as augmented reality to showcase unique branded content including Pepsi Max’s “Uncle Drew” campaign, which became a viral sensation with over 13 million views on YouTube.

The Pepsi collection will feature artwork from the brand’s rich 100-year-old archives adapted to today’s trends.

For SoBe, the apparel will capture the vibe of sunny South Beach, the root of the brand, and its culture and aesthetic. The collection will include tees, tanks and fleece for Men, Young Men, Juniors and Ladies.

The Mountain Dew apparel will feature graphics that highlight that brand’s connections to music and sports and augmented reality technology to emphasize the brand’s ties to gaming and social communities.

The Joester Loria Group has also secured a deal with leading online retailer, Fanatics, for Mountain Dew. The new partnership will expand Mountain Dew’s soft good programs with exclusive offerings for Fanatics’ ecommerce platforms. The new apparel will be available through a dedicated Fanatics ecommerce site as well as through online partners such as with The tees, tanks, dresses, fleece tops and bottoms will reflect both Mountain Dew’s edgy brand essence and new twists on vintage Hillbilly graphics.

Licensing Buzz: Annoying Orange’s Next Chapter

Annoying Orange started as a YouTube web series and recently made the jump to television this June with a top-rated series on the Cartoon Network. So what’s next for this growing brand? We’re excited to announce that that under an agreement brokered by JLG, leading graphic novel publisher, Papercutz, will produce a series of Annoying Orange graphic novels featuring new original adventures for Orange and the Kitchen Crew.

Papercutz will release three full-color 64-page graphic novels each year, available in both hardcover and paperback. The first adventure, Secret Agent Orange, will launch this December 2012.

Jim Salicrup, Editor-In-Chief of Papercutz and Guinness Book of World Records holder for Editor of the Best-Selling Comic Book of All Time, will oversee the Annoying Orange graphic novel collection. Salicrup is best known for his work with Marvel and Topps Comics.

Several media outlets including Licensing.Biz, Kidscreen and License! Global Magazine wrote about this exciting new brand licensing partnership.

Mountain Dew Introduces Exclusive Green Label Snapback Cap

The Joester Loria Group has partnered Mountain Dew with lifestyle brand Diamond Supply Co. and hip-hop artist Mac Miller to create a new Mountain Dew Green Label Exclusives limited edition cap.

The Mountain Dew limited edition snapback cap, designed by Mac Mill and Diamond Supply Co.’s creative team, will be sold exclusively on Karmaloop eStore site starting on May 28th. Check out the a Mountain Dew video featuring Mac Miller highlighting the partnership, by visiting and clicking on the product.

Read more about Mountain Dew’s latest brand extension on

Annoying Orange Creator Featured on

Dane Boedigheimer, creator of the hit YouTube sensation Annoying Orange recently gave an insightful interview to In the interview, Boedigheimer discussed his deal with the Cartoon Network that will take the series from computer screens to television screens this summer. He also spoke about how he uses social media platforms like Facebook and Twitter to promote the series. The Joester Loria Group is proud to represent the licensing for this wildly popular property.

Here are some interesting facts that demonstrates the power of social media and You Tube and the popularity of the Annoying Orange brand:

*The Annoying Orange YouTube channel has more than one billion views and two million subscribers
*The Annoying Orange Facebook page has more than 10 million likes
*The Annoying Orange Twitter page has more than 200,000 followers
To watch the entire interview, click here:

To read the interview, click here:

2012 will be a huge year for Annoying Orange. Much more to come!