The Joester Loria Group Appointed Global Licensing Agent For Tui T. Sutherland’s #1 New York Times Bestselling Wings Of Fire Series

The Joester Loria Group (JLG) has been selected by Tui T. Sutherland and Writers House as the worldwide brand licensing agent for Sutherland’s beloved dragon fantasy series, Wings of Fire. JLG has been tapped to create consumer products and experiences that bring Wings of Fire’s stories and characters off the pages.

The #1 New York Times and USA Today bestselling Wings of Fire series, which launched in July 2012, is an epic adventure set in a world entirely ruled by dragons. Sutherland’s wholly original novels have enthralled fans across the globe, with more than 35 million copies of books in print available in 16 languages, 10 graphic novel adaptations with more on the way, and much more to come.

Sutherland’s highly anticipated 16th novel in the series, THE HYBRID PRINCE, publishes March 3, 2026 and begins a new story arc for the series.

In a statement, Tui said: “I am so thrilled and grateful to be working with the superstars at Joester Loria Group. When my kids were little, we were always looking for ways to celebrate their favorite books and surround them with characters they love, so I’ve seen the magic JLG has worked before in my own home. I’m really excited for this opportunity to expand the world of Wings of Fire for all the wonderful readers out there!”

License Global shared the news of JLG’s appointment.

Miffy Reignites Long-Standing Partnerships with Hanna Andersson & LeSportsac

As Valentine’s Day approaches and shoppers are looking for meaningful gifts for their loved ones, Miffy is celebrating the season by reigniting partnerships with two beloved brands: Hanna Andersson and LeSportsac. Both brands have collaborated with Miffy multiple times before, with sold-out collections that successfully blend high-quality design with Miffy’s signature style. Both collaborations were brokered by The Joester Loria Group, Miffy’s North American brand licensing agent.

LeSportsac x Miffy returns with a fresh take on Miffy’s classic look, featuring gentle pastels and garden-inspired details. Designed for Miffy fans on the go, the collection includes cosmetic bags, crossbody styles, and a spacious weekend bag, inviting consumers to bring a bit of Miffy’s charm into their everyday routines. The collection is available now at lesportsac.com.

Hanna Andersson x Miffy builds on the success of previous drops with a new design featuring Miffy and her best friend Melanie in a soft pink palette. The new prints pair perfectly with Hanna Andersson’s signature HannaJams and Skater Dress styles for kids. The collaboration is available now at hannaandersson.com, with additional designs launching later this spring.

Both collections bring the magic of Miffy to fans of all ages, from children and parents to young millennials and Gen Z.

JLG Year In Review

For JLG, 2025 was filled with strategic partnerships, culturally relevant collaborations, and innovative brand extensions across fashion, food, lifestyle, and more. Here’s a recap of some of the most exciting collaborations JLG brokered for our clients this past year.

Miffy x BAGGU

Miffy brought her iconic charm to BAGGU’s functional, fashion-forward accessories in a cheerful collaboration that resonated with fans of both brands. The collection paired BAGGU’s reusable, everyday silhouettes with Miffy’s playful design language, creating a modern lifestyle assortment rooted in joy and sustainability.

Post Consumer Brands Appoints JLG

The Joester Loria Group was named the exclusive global licensing agency for Post Consumer Brands. This partnership sets the stage for new extensions across Post’s iconic portfolio, unlocking fresh opportunities for household names through strategic collaborations.

Eggo x Brunch

Eggo leaned into its cultural relevance with a brunch-inspired collaboration that blended fashion and food fandom. Designed for fans who love weekend vibes as much as waffles, the collection translated Eggo’s playful brand personality into slippers, accessories and apparel. 

Never Made x Corona

Corona teamed up with premium headwear brand Never Made for a bold collaboration that debuted at Lids. The collection fused Corona’s laid-back beer culture with Never Made’s elevated design aesthetic, delivering statement pieces that celebrated craftsmanship, heritage, and authenticity.

HUF x Toyota Trailhunter

HUF and Toyota came together for a Trailhunter-inspired collaboration that bridged streetwear and off-road culture. Drawing from Toyota’s rugged innovation and HUF’s street cred, the collection delivered apparel that spoke to adventure-driven consumers and modern explorers alike.

Snax-Sational Brands x Chiquita

JLG helped Chiquita expand its presence in the snack aisle with Chiquita Plantain Chips from SNAX-Sational Brands. The collaboration tapped into Chiquita’s globally recognized brand presence while meeting growing consumer demand for bold, better-for-you snack options.

The World of Eric Carle x Hydro Flask

The World of Eric Carle partnered with Hydro Flask for a limited-edition collection celebrating creativity, play, and imagination. Featuring beloved artwork across Hydro Flask’s premium drinkware, the collaboration brought Eric Carle’s timeless characters and illustrations into everyday moments for families and fans of all ages.

All of these collaborations highlight JLG’s commitment to building meaningful partnerships that help expand brands into new categories and audiences. As 2025 comes to a close, we’re proud of the creativity, collaboration, and momentum we achieved with all of our clients and partners!