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.

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.

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

Fashion & Lifestyle Industry Ramps Up For Licensing Expo

licensing expo 2014

The Fashion and Lifestyle Zone is returning to the Licensing Expo floor for the second year at next week’s show. This sector represents the fastest growing category of licensed merchandise, accounting for $40 billion in annual retail sales. While fashion and lifestyle is an important growth area for the licensing business, other sectors will also have dedicated Licensing Expo zones including: Brands & Agents, Art & Design, Characters & Entertainment and Sourcing & Production.  Brands remain the single largest revenue generating segment in North America followed by Characters & Entertainment.

Top brands will gain exposure to potential licensees and retailers attending the show. Approximately 80% of global fashion retailers attend Licensing Expo, providing fashion brands with amazing access to potential sales partners for their licensing programs.

The Joester Loria Group will unveil two fashion brands at the show; is expanding its brand portfolio with Pringles, Corona, Modela Especial, Negro Modelo and Pacifico from the Constellation Beer Portfolio; and continues to develop new categories for celebrity chef Fabio Viviani.

Stay tuned for more information on the new announcements from the Joester Loria Group and for all of the latest Licensing Expo news, visit:

Pepsi Adds New Licensing Partner

In a deal brokered by the Joester Loria Group, the Pepsi lifestyle program is expanding with the addition of new licensing partner JC Fits. JC Fits, a leading manufacturer of fashion apparel, will introduce a collection of trend-driven fashion tops into market.

The Pepsi line will be refreshed seasonally and is set to include a variety of styles and accents such as tanks, crop tops, fringe and unique cut and sew silhouettes. The collection will leverage Pepsi’s strong pop culture relevance to deliver styles that reflect today’s more contemporary trends. The Pepsi line will debut this 2014 Holiday, targeting juniors fashion departments at specialty, boutique and department stores, with a suggested retail price range of $14.99 to $39.99.

Fashion continues to play an increasing role in the Pepsi lifestyle program and the Joester Loria Group will be announcing exciting new partnerships in the coming months.

The Very Hungry Caterpillar’s 45th Anniversary Celebration

The Joester Loria Group worked with our client, The World of Eric Carle, to celebrate the 45th anniversary of the publishing franchise’s iconic children’s book, The Very Hungry Caterpillar. The celebration included retail marketing promotions, product launches, social media activation and events to commemorate this exciting milestone.

Activities included:

*A year long promotion with Wendy’s to distribute Eric Carle books in their under 3 kids meals.

*A six week on-pack promotion with Langers Juice

*Discounts, events and social media promotion from licensee, Chronicle Books

*Discounts and social media support from licensing partners Out of Print ClothingOopsy Daisy Art, and Mudpuppy

*Advertising, events, PR and social media promotion

*A new app in partnership with StoryToys

The anniversary celebration also featured a variety of exciting retail promotions including Hands-On Learning events at Barnes & Noble, storytime events at Pottery Barns Kids, and a three-day flash sale on Zulily.

Collectively these initiatives generated over 60 million impressions for the brand!

The World of Eric Carle and The Joester Loria Group will continue to celebrate this milestone throughout 2014.

Joester Loria Group Appointed to Lead Licensing Programs by Constellation Brands Beer Division

The Joester Loria Group has been appointed by Constellation Brands Beer Division, as the licensing agent of record in the United States to represent the Constellation beer brand portfolio.

Constellation Brands Beer Division is the exclusive brewer, marketer and supplier of a growing portfolio of high-end, iconic, imported beer brands for the U.S. market.  The portfolio includes Corona Extra (the #1 imported beer in the U.S. and #5 beer overall), Corona Light, Modelo Especial, Negra Modelo, Pacifico and Victoria beer brands. The Beer Division also imports the Tsingtao beer brand in the U.S.  Constellation is now the third-largest brewer and seller of beer to U.S. consumers.

On the heels of Corona Extra and Modelo Especial’s exponential growth, Constellation’s Beers Division conducted an extensive licensing agency search with the goal of leveraging consumer product licensing to extend reach with consumers and enhance the brand experience with its beers.  “We are very pleased to partner with the Joester Loria Group to bring our renowned brands to U.S. consumers in a new and engaging way,” said Jenny Calcara, director of licensing and promotions for Constellation Beers. “The agency’s creative approach and expertise in developing innovative products and retail programs is an ideal fit for our brands.”

The Joester Loria Group, a full-service licensing and marketing agency recognized for its award-winning brand building programs, will execute a comprehensive licensing program with a consumer engagement strategy that will align with the unique spirit and core essence of the individual beer brands in Constellation’s portfolio.  JLG will develop an integrated licensing and merchandising program designed to appeal to loyal beer enthusiasts and target new consumers with a collection of lifestyle categories such as apparel and accessories, housewares and gifts, electronics, food and beverage products, and other signature on-brand product extensions.

“We are honored to be named the licensing agency for Constellation Beers,” said Debra Joester, President and CEO of The Joester Loria Group. “Their world-class portfolio of beer brands offers an abundance of licensing opportunities. We look forward to leveraging our expertise in the beverage licensing category to create innovative product extensions and unique brand experiences for U.S. consumers.”

For more information about Constellation Brands Beer Division, visit

Pepsi’s Latest Brand Extension

Last week Women’s Wear Daily reported about Pepsi’s new Live For Now apparel and accessories capsule collection launching at Bloomingdales for Father’s Day. Enlisting a variety of fashion and technology brands like Original Penguin, Del Toro, and Bang & Olufsen to create merchandise for the new line, the 60-piece collection will launch on May 21 at select Bloomingdale’s locations supported with dedicated window displays and also will be available at The line spans several categories including men’s knit tops, swimwear, leather footwear, and skateboards, all inspired by Pepsi’s brand assets.

Pepsi has always connected to fashion and working closely with our client, The Joester Loria Group will continue to extend the Pepsi brand in new and exciting fashion collaborations.

Licensing Expo Countdown

Licensing Expo, the world’s largest trade show dedicated to the licensing and brand extension industries, is just a little more than two months away. The event is set to take place June 17-19, at the Mandalay Bay Convention Center in Las Vegas. Around 5,000 brands will attend the event to connect with retailers, manufacturers, brand owners and licensing agents from more than 90 countries around the world.

As a brand licensing agency, Licensing Expo presents an important business opportunity for The Joester Loria Group. Debra Joester, The Joester Loria Group’s president and chief executive officer, elaborated on the importance of this event.

“The Licensing Expo provides The Joester Loria Group with a great opportunity to meet with key manufacturers and retailers and present the unique opportunities offered by our clients’ brands,” says Debra Joester, president and chief executive officer, The Joester Loria Group. “The Licensing Expo is an important marketplace, and, over the years, we have had terrific results for both existing and new clients. We believe the new tools available to exhibitors and attendees in 2014 will further enhance everyone’s ability to connect. Ultimately, our goal is to showcase the exceptional opportunities offered by the brands we represent, find new partners, connect with existing licensees and with key retailers.”

Stay tuned for more updates on The Joester Loria Group’s road to Licensing Expo. For more news, visit or follow @licensingexpo on Twitter, on Facebook and Linked In.