12.23 SABE

“Super Wings” sends seasons greetings to sick children

Alpha Animation and Toys and Flybe brought the spirit of Christmas to children from the Children’s Cancer Unity Charity this holiday season by giving them a chance to meet Santa.

“Super Wings”’ Jett greeted the children at George Best Belfast City Airport, where they posed for pictures and checked in for a particular flight.

The hour-long flight carried 30 children to the “North Pole” where they saw Santa and were gifted Alpha Animation and Toys goody bags and “Super Wings” surprises.

The initiative was supported by social media and competition opportunities as well as by the distribution of activity sheets across the Flybe network.

Source: https://www.licenseglobal.com/television/super-wings-sends-seasons-greetings-sick-children

23.12 Spider-Man 300X200

Spider-Man spins a web of merch

Marvel has entered a series of deals for merchandise inspired by its new animated film Spider-Man: Into The Spider-Verse.

12.23 SPIDERMAN

Funko is on board for a line of Pop! general release and exclusive renditions of Peter, Miles, Gwen, Noir, Green Goblin and The Prowler.

An additional Miles in his first attempt at costume makeup, hatless Noir and Spider-Ham are available exclusively at Walgreens. Hasbro has signed for a line of Spider-Man: Into the Spider-Verse toys, including a new action figure series that consists of a six-inch Spider-Gwen, Miles, Peter and Prowler. A Miles figure is available as a foot-tall Titan Hero and a Shock Strike rendition. A Miles Morales and Gwen Stacy 2-pack is available exclusively at Target.

A 16-month 2019 calendar is now available that features images of Miles, Gwen, Peter, Noir and Spider-Ham. Hot Topic has released a range of t-shirts that feature the Miles Morales logo, among others.

Ramin Zahed’s Spider-Man: Into The Spider-Verse: The Art Of The Movie hardcover book offers a look at the making of the film. The film’s original soundtrack is available now at Target and includes tracks such as, “What’s Up Danger,” “Familia” and “Scared of the Dark.” Hasbro’s Prowler Attack 3-D Game, a Walmart exclusive, invites players to play as Miles, Gwen, Peter or Noir to capture Prowler.

Finally, Nike’s Jordan Brand has paired for the Air Jordan 1 Retro High OG Origin Story, the shoes seen on Miles in the film.

Spider-Man: Into the Spider-Verse is now playing in theaters!

Source: https://www.licenseglobal.com/movies/spider-man-spins-web-merch

Making heads turn! Ace jewelry designer Mrinalini Chandra

Following your heart in a world of conformities is inarguably an audacious act. That is exactly what Mrinalini Chandra is doing and making it large! Her debut collection called PLEASE HAVE A SEAT showcased in Lakme Fashion Week 2014 took the fashion fraternity by storm. It was a hit and marks a humongous breakthrough in her journey. 

With an urge to take handcrafted finesse to a new high, inspired by the the rich culture & poetic verses of India, trained in Fashion Luxury at the Creative Academy, Milan & NIFT, New Delhi, Mrinalini Chandra worked at Tanishq (New Delhi) and Montblanc (Germany) before launching her own label in India. She was also listed as one of Asia’s top jewelry designers by WGSN – the global trendspotting agency.

In 2017, Mrinalini collaborated with global iconic brand Candy Crush to launch an exclusive range of jewelry for women and men.

We are going to talk about all of this and more with her, a warm welcome to Mrinalini Chandra!

If you would like to listen to the interview instead of reading, scroll to the bottom and hit play!

ILP: You’ve been very busy with the Shaadi of the year – how did it feel like designing jewelry for your favorite muse Sonam Kapoor?

MC: It’s always an incredible experience to make anything for Sonam. She is the warmest person to work with and everything you make for her, she brings it to life. It is nice to see someone do justice to creativity. It was really nice to make the Kaleeras for her. She was the most resplendent bride ever; so real and traditional. In a world, where everyone is trying to be too modern and different, she stuck to the most traditional way of dressing as an Indian bride and she did all her ceremonies as they were meant to be in her Punjabi culture which was the part that I loved most about the wedding. It wasn’t about breaking any norms but doing something that she really believed in and doing it with utmost honesty. Kudos to her. 

ILP: Bollywood plays by a different set of rules. How does a girl from Lucknow with no “godfather” get a foothold in the industry?

MC: That’s a very tough question to answer. I feel that I am still figuring things out in my journey and when I look back, I feel I have come a long way. I have never aimed to be in this part of the industry. I have always thought of creating a better product every time I work on a project. From the very first product that I designed to the Candy Crush project, it was always about creating something better than the last time. So, for me, this has been a very exciting journey and I am lucky to have people in the industry, who see the beauty in it and have supported me as well. Of course, the journey has its ups and downs, but it sure has been a rollercoaster ride. I am blessed with a great support system: my family, my team and my incredibly gifted karigars. The high is that if you can create the visions you have in your mind with people who have not seen it but are willing to give the chance, I think that is the most satisfying feeling of being in this field. There is no substitute to hardwork. 

ILP: What does the brand Mrinalini Chandra stand for?

MC: I would like the brand to evolve into something stronger but I also want it to retain the qualities it has always had. The brand is all about evoking a sense of wonder. Every time I create something, I want people to be a little surprised by it. I want the brand to evolve into something classic – like a Dior or Chanel which becomes a part of your trousseau. If you buy earrings from me, even though they are not precious jewelry, but it is precious enough for you to relate to it, tell your story, keep your secret and pass it on to your next generation.

ILP: Since ILP is primarily about licensing, tell us about how artists, like yourself, view collaborations with global brands to reach different segments of the market or reach a completely new audience?

MC: I think it is a great way of giving an opportunity to new and upcoming talent. It helps you generate a visibility which is otherwise beyond your reach. I feel that is what luxury is all about. Someone sitting in Antwerp can place an order of something made with filigree. The best thing about collaborations is that brands from different horizons feel that there is compatibility and the result is always exciting. It brings together two cultures and people are up for newness.

ILP: Tell us about your experience partnering with global sensation Candy Crush. Jiggy George, Head, LIMA India & Founder & CEO – Dream Theatre called you one of the “most talented yet down to earth designers to work with”. What was your experience like?

MC: It was most exciting and fun experience working with on a collaboration with Candy Crush. It was not just about the collaboration but about the whole team and how it came together with everyone contributing to it in terms of not just putting in ideas but also putting their heart and spirit in it. That made it really very special to me. Since this collaboration has happened at an initial phase of my career, it has definitely been a milestone for me. I am very thankful for the faith that Mr. Jiggy George had put in me when I first met him and for him to think that this is worth investing in a young label like ours. My work is very craft oriented so for someone to see this possibility was truly visionary. I also think that the product that we made and the kind of responses that we have had, made a huge difference in the way that our label is now seen. 

 

ILP: Any particular collaboration on the global stage that piqued your curiosity?

MC: There have been a lot of collaborations that have caught my eye in the past. I like that major international sensations of brands collaborate with artists. I find this very fascinating. Of course, a lot of brands collaborate with models and singers but not much with artists as they have very strong opinions of certain things and brands have very strong ideologies which results in a bit of a clash. However, I like that because eventually both compromise and that, for me, is a collaboration in its true sense. I really like Louis Vuitton, which is a brand known to have very commercial products, collaborating with Jeff Koons which is a very different brand altogether.

Among Indian brands, the Manish Arora collaboration with MAC was really exciting. MAC is a brand known for its classic colors and not known for its fun and spunky nature whereas Manish is known for his out-of-box thinking. I loved the packaging in this collaboration.

ILP: We interviewed art aficionado Jasmine Shah Verma sometime back and she talked about her passion for taking art out of the galleries and to the masses via everyday objects like cutlery, lampshades etc. Do you think branded jewelry also holds the same potential?

MC: I think it definitely does. Also, because branded jewelery is wearable, and the potential of wearing it, the usage is much more. In fact the Hindu called my jewelry a “wearable installation” – which I really relate to. I like it more than being called a haute couture designer because of the high utility factor. I have clients who are known for their quirkiness. Its like they say it takes one to know one.

ILP: Tell us a little bit more about your product mix and distribution platforms.

MC: I started with basically every-day jewellery category moving towards the customized wedding range with not just the massive Kaleeras and but also wedding gift products. Customization is really becoming a hallmark for me because people want something different and I am more than happy to create it for them.

ILP: Do you face the problem of piracy of your designs?

MC: Yes, I do. India has very poor laws with copyright infringement. Labels, both established and younger ones, go this route and it breaks your heart. You do not know if you should take this as a compliment because you have put your heart and soul in creating something new. I feel with some new social media pages coming up, it is easier to shout out and point out piracy and it has noticed that people are in support of anti-piracy. That is very helpful and encouraging to us. I believe the consumer is not so unaware anymore, is more educated and smarter and because of social media exposure their knowledge is better. You cannot fool anyone so easily anymore.

ILP: Although the overall consumption of gold dipped last year vs the average over the past decade, India is still the 2nd highest consumer of gold behind China according to the World Gold Council. Are you looking at other precious or semi-precious metals to de-risk?

MC: Since I have started working, we have most commonly dealt with 24-karat, 22-karat and diamonds in 18-karat. Now what we see is, something very typical to Dubai, an offering from a 9-karat to a 14-karat which is becoming very prominent in India. In fact, I am myself working on a line like that. Silver jewelry has always been there. Precious stones are not so popular in India unless they are combined with white or yellow gold. Because platinum jewelry has a higher price point, I don’t see it working so much for women as much as wedding bands for men which would work. I do not see gold disappearing from an Indian market point of view. The younger women now still prefer gold but with a modern outlook. In a pret way, I see gold in 9 – 14 karat continuing to grow.

ILP: How do you balance art & commerce?

MC: That is the hardest thing I have ever had to do because when I am creating something I don’t want to think about how to monetize it. But sadly, I have to. Aditya, my husband, has taught me the importance of commerce and how to balance it with art.

ILP: Which designers do you draw inspiration from?

MC: In India, it would be Anamika Khanna. I have been a big fan of her since I was in college. I happened to interact with her just after my first show. She just stopped by to buy the products in the stall area. She said my products really caught her eye and commended me on it. That moment meant a lot to me. All her clothes are like an artwork which does not follow a regular pattern making process. I think she does draping on a mannequin and it comes off as an original. I don’t think she is a person who would compromise on the amount of work she wants to put in her designs which I really like and follow in my line of work as well. I would not like to compromise on my products. Sometimes the product gives minimal profit, but at the end of the day it is the client satisfaction that really matters.

On the international scene, I love many jewelry designers and follow their work. One of them if Jacqueline Ryan who takes her inspiration from Greens – its 3D jewelry. I’m not very clued into their personal lives, but I love their work and continue to follow them.

 

Winners of the 2018 LIMA International Licensing Awards announced at Las Vegas

AND THE WINNERS ARE…

The winners of the 2018 LIMA International Licensing Awards were unveiled this evening on the opening night of Licensing Expo in Las Vegas.

“This was an outstanding year for the LIMA Licensing Awards program. Not only did we receive a record 700 submissions, but 42% of the nominees originated from outside the US,” said LIMA President Charles Riotto. “Tonight’s winners truly exemplify the very best of our global industry. They are definitive leaders in their respective categories and across the entire licensing landscape.”

Winners were selected across 21 categories from a total of 132 nominees. The ceremony also honored the lifetime achievements of Hall of Fame inductees Elias Fasja-Cohen, CEO and Founder of Tycoon Enterprises, and Brian Goldner, Chairman and CEO of Hasbro. In addition, 10 licensing up-and-comers received Rising Star awards – these young industry professionals were recognized for their early contributions to shaping the future of our industry.

ART / DESIGN PROGRAM
The Very Hungry Caterpillar
The World of Eric Carle
Eric Carle Studio, LLC
The Joester Loria Group
CELEBRITY / FASHION PROGRAM
Dear Drew
Barrymore Brands
CAA-GBG
CHARACTER / TOY BRAND PROGRAM
L.O.L. Surprise!
MGA Entertainment
CORPORATE BRAND PROGRAM
Pantone
Pantone / Brand Central
DIGITAL PROGRAM
emoji – the iconic brand
the emoji company
Global Merchandising
Services, Inc.
FILM / TELEVISION / ENTERTAINMENT PROGRAM
– ANIMATED
Rick and Morty
Adult Swim & Cartoon
Network Enterprises
FILM / TELEVISION / ENTERTAINMENT PROGRAM
–  LIVE ACTION
Jojo Siwa
Nickelodeon
FOOD & BEVERAGE / RESTAURANT PROGRAM
Guinness
Diageo / Beanstalk
SPORTS PROGRAM
WWE
LICENSED PROMOTION
Masters of the Universe and Dirty Dancing
Mattel and Lionsgate Born Licensing
LOCATION-BASED OR EXPERIENTIAL INITIATIVE
National Geographic Encounter
National Geographic
RETAILER PROGRAM
Spirit Halloween
Stranger Things
APPAREL / FOOTWEAR / ACCESSORIES LICENSEE
Vans
Peanuts footwear,
apparel & accessories
APPLIANCES / AUTOMOTIVE / ELECTRONICS /
HARDWARE / HOUSEWARES / PAINT LICENSEE
Broil Chef
Star Wars TIE Fighter
Gas Grill
DIGITAL LICENSEE – APPS, SOFTWARE, VIDEO
Amazon
Sesame Street Alexa Skill
FOOD / BEVERAGE LICENSEE
Brand & Vision
Sesamstrasse
organic food range
HEALTH & BEAUTY AIDS LICENSEE
Sally Hansen
Crayola Insta-Dry
nail color collection
HOME DÉCOR
domestics, furniture, giftware, textiles
Jay Franco and Sons
Minecraft home collection
PUBLISHING / SOCIAL EXPRESSION /
BACK-TO-SCHOOL LICENSEE
Lovepop
Beatles pop-up card
collection
TOYS / GAMES / NOVELTIES /
ROLE-PLAY:  0 – 12
Cra-Z-Art
Nickelodeon Slime kits
TOYS / GAMES / NOVELTIES /
ROLE-PLAY:  13 plus
The LEGO Group
LEGO Star Wars
BB-8 – 75187
Sally Hansen
The Crayola Insta-Dry
nail color collection
LIMA is proud to honor two outstanding leaders in our industry.
Welcome, Elias Fasja-Cohen and Brian Goldner to
the 2018 LIMA Licensing Hall of Fame!

Elias Fasja-Cohen
Tycoon Enterprises

Brian Goldner
Hasbro, Inc.
The Rising Stars Award recognizes the next generation of
leaders in the licensing business.
Mandy Bardisbanian
Buyer Cosmetics,
Hot Topic
Peter Cross
Brand Manager,
Broad Street Licensing
Group
Leon Maratchi
Senior Manager of Retail,
Cartoon Network
Mimi Nicosia
Senior Manager,
CPG, Nickelodeon
Sally Russell
Associate Licensing
Manager, Frank Lloyd
Wright Foundation
Fernanda Coutinho
Associate Director, Brand Management at Beanstalk
Nick Manzo
Account Director, Seltzer Licensing
Meghan Mernin
Director, Licensing,
Epic Rights
Mariana Orvañanos
Head of Marketing,
La Panadería Licensing
& Marketing
Danielle Tanton
Global Live Events &
Attractions Manager,
DHX Brands
Source: Licensing.org
lima-india-at-cbme-2018

LICENSED TO THRILL!

LIMA joined hands with CBME India to showcase the Indian licensing industry at the 6th edition of CBME, Mumbai

Day 2 of the 6th edition of CBME India saw some of India’s leading luminaries from the licensing industry take the stage to discuss and share their experiences on how Licensing can help grow the businesses of business owners in different markets.

licensing-experts-at-cbme-2018

Jiggy George, Head LIMA India & Founder & CEO of Dream Theatre kicked off the session with a quick introduction to each of the panelists before passing the baton on to Nitin Kalra – Director AI Interactive licensing to conduct the panel discussion – Leveraging Licensing to Grow your Market. The session covered top trends in licensing in the kids’ category, how brand owners and manufacturers can benefit from adding licensing to their portfolio supported by the growth in Indian retail and its impact on licensing, and upcoming opportunities in new licensing genres. Panelists included luminaries from the licensing space like Permendra Singh – Head, Consumer Products, Mattel India, Manish Rajoria Purple Turtle (Aadarsh), Muslim Kapasi – CEO, Excel Group, Sweta Agnihotri – CEO – Content Syndication at Reliance Big Entertainment Pvt Ltd and Mona Singh – Vice President, Sesame schoolhouse.

Nitin opened the panel discussion by asking all panelists to share their experiences of doing business in India which then led to a discussion about e-commerce and how that was playing a role in breaking down earlier norms of the business as far as pricing of products was concerned, the importance of marketing and promotion to drive sales etc. Many hot-button issues came to the fore and all panelists weighed in with their inputs.

In case you missed the session, here are some audio excerpts.

Muslim Kapasi sharing dynamics of distributors and licensees in industry:

Mona Singh talking about Sesame Street in India:

Panel Discussion:

The panel discussion was followed by a masterclass on licensing by Sushmita Singhdeo – General Manager, Dream Theatre who has spent over 2 decades in the licensing business.

nfl-barkley

WHO ARE FOOTBALL’S RISING STARS? THE NFLPA HAS YOUR ANSWER

The National Football League Players Association has unveiled its annual Rising Stars List, an annual ranking that attempts to identify the next round of players to have an impact on consumer sales.

Saquon Barkley of the New York Giants, Baker Mayfield of the Cleveland Browns and Sam Darnold of the New York Jets were among the top of the list. Josh Allen of the Buffalo Bills and Josh Rosen of the Arizona Cardinals complete the five rookies predicted to have high impact at retail.

“It is always exciting for us to see new players have the opportunity to break out both on the playing field and on retail shelves,” says Steve Scebelo, vice president, licensing and business development, NFLPA.  “This year’s NFLPA Rising Stars list will provide partners with a valuable resource for evaluating potential endorsers and influencers, planning product lines and creating a marketing strategy for the season.”

This year’s list was divided into three categories–rookies, veterans and familiar face, new places. Each category weighed a variety of factors including draft position, on-field performance, fantasy football popularity, early demand from NFLPA sponsors for content and marketing, product submissions from NFLPA licensees and the strength of a player’s new team market.The list is also based on data reported from more than 80 NFLPA licensees such as Fanatics, Nike, Majestic Athletic, Outerstuff, Forever Collectibles, Fathead, McFarlane Toys, Bleacher Creatures, FBF Originals, 500 Level, FanPrint, Photo File and New Era.

Highlights from the NFLPA’s Rising Star List include:

  • Since the first list in 2015, 29 players have climbed from a Rising 50 designation to the quarterly or year-end NFLPA Top 50 Player Sales Lists including eight players this year: Jay Ajayi, Deshaun Watson, Christian McCaffrey, Travis Kelce, Zach Ertz, Mitchell Trubisky, T.J. Watt and Jimmy Garoppolo.
  • Saquon Barkley joins Marcus Mariota (No. 3 in 2015), Ezekiel Elliott (No. 1 in 2016) and Myles Garrett (No. 6 in 2017) as the Rising Stars list’s all-time highest ranked rookies to watch. Elliott rose from No. 5 on the 2016 Rising 50 to No. 1 on the 2017 Year-End Top 50 Player Sales List.
  • Leonard Fournette and Jalen Ramsey of the Jacksonville Jaguars were among the top five young veterans.
  • On the defensive side, Ramsey and Aaron Donald ranked high on the list.

The 2018 NFLPA Rising Stars List projects:

Rookies:

  1. Saquon Barkley, RB, New York Giants
  2. Baker Mayfield, QB, Cleveland Browns
  3. Sam Darnold, QB, New York Jets
  4. Josh Allen, QB, Buffalo Bills
  5. Josh Rosen, QB, Arizona Cardinals
  6. Calvin Ridley, WR, Atlanta Falcons
  7. D.J. Moore, WR, Carolina Panthers
  8. Derrius Guice, RB, Washington Redskins
  9. Bradley Chubb, DE, Denver Broncos
  10. Shaquem Griffin, LB, Seattle Seahawks

Veterans:

  1. Alvin Kamara, RB, New Orleans Saints
  2. Leonard Fournette, RB, Jacksonville Jaguars
  3. Patrick Mahomes, QB, Kansas City Chiefs
  4. Jalen Ramsey, CB, Jacksonville Jaguars
  5. Dalvin Cook, RB, Minnesota Vikings
  6. Michael Thomas, WR, New Orleans Saints
  7. Alex Collins, RB, Baltimore Ravens
  8. Davante Adams, WR, Green Bay Packers
  9. Aaron Donald, DT, Los Angeles Rams
  10. Derrick Henry, RB, Tennessee Titans

Familiar Faces, New Places:

  1. Case Keenum, QB, Denver Broncos
  2. Allen Hurns, WR, Dallas Cowboys
  3. Brandin Cooks, WR, Los Angeles Rams
  4. Allen Robinson, WR, Chicago Bears
  5. Jerick McKinnon, RB, San Francisco 49ers

The NFLPA Rookie Premiere will provide NFLPA sponsors and licensees access to 40 top rookies, many of whom are on the aforementioned list, May 17-19, in Los Angeles. It is the first major business event following the draft.

mega-fun-usa-logo

PLAY VISIONS BUYS MEGAFUN TOYS

Play Visions has acquired a portion of MegaFun USA’s toy product lines including Mega Marbles and Payaso play balls.

The deal will see Play Visions take the lead on sales and distribution, effective May 14. Play Visions will also represent Mega Marbles and Payasco at future industry shows.

MegaFun USA distributes and manufactures glass toy marbles and PVC products such as balls and hoppers. Additional information will become available in the coming weeks.

betty-boop-merchandising

BETTY BOOP DANCES INTO DEALS AROUND THE GLOBE

King Features has brokered a series of deals, on behalf of Fleischer Studios, that will expand the Betty Boop property into new categories.

New partners include:

North America

  • H3 for sportwear;
  • Innovent Brands for domestic and home décor; and
  • Rocking Pins for limited edition pins.

Asia

  • Hyperround for apparel in South Korean, set to launch this summer;
  • Ben & Derrek for apparel and accessories in South Korea, launching this fall;
  • Guang-Jia for accessories in Thailand; and
  • unnamed partners for goods in Japan.

Europe

  • Le Pandorine for fashion bag accessories in Italy, set to launch in spring/summer 2019; and
  • Sabron for apparel in Benelux.

Latin America

  • Passion Comercio for HBA in Brazil; and
  • Loungerie for sleepwear, underwear, swim, and accessories in Brazil.

Global

  • Zazoo for fine art;
  • MBI for figurines in the U.S., U.K and Erie;
  • Bradford Exchange for home décor in the U.S., Canada, Europe, Australia and New Zealand; and
  • Funko for Pop! vinyl figures.

“Betty’s upbeat, celebratory and positive personality along with her love of being in the spotlight make her a natural fit for the recent collaborations we’ve launched,” says Carla Silva, vice president and general manager, global head, licensing, King Features.

hasbro-signs-saban-brands

HASBRO PICKS UP SABAN’S ASSETS

Hasbro and Saban Brands have signed a definitive agreement that will see Hasbro acquire a variety of Saban’s assets, in a deal valued at $522 million.

“‘Power Rangers’ is an iconic brand built on a heritage of great storytelling and merchandising with tremendous upside potential when fully executed across Hasbro’s Brand Blueprint,” says Brian Goldner, chairman and chief executive officer, Hasbro. “Shortly after entering into our licensing arrangement, it became clear that now was the time to begin investing in unlocking ‘Power Rangers’’ full potential. We see significant opportunity for ‘Power Rangers’ across our entire Brand Blueprint, including toys and games, consumer products, digital gaming and entertainment, as well as geographically throughout our global retail footprint. We couldn’t be more pleased that Haim Saban will continue in a consulting role to further guide our development of this valuable property for the next generation of ‘Power Rangers’ fans.”

Moving forward, Hasbro will now own brands such as “Power Rangers,” “My Pet Monster,” “Popples,” “Julius Jr.,” “Luna Petunia” and “Treehouse Detectives,” among others. Most recently, Hasbro paid Saban $22.25 million for its “Power Rangers” master toy license agreement, which will be credited toward the purchase price. Hasbro will also pay an additional $229.75 million in cash as well as issue $270 million worth of Hasbro common stock for the assets.

“25 years after launching ‘Power Rangers,’ I believe the future for this brand has never been greater,” says Haim Saban, founder, Saban Brands. “Hasbro’s leadership in innovation, storytelling and brand stewardship make it the perfect company to further develop the global reach and appeal of the ‘Power Rangers’ property. I look forward to working with Brian and the team in the years to come.”

In February, Saban Brands appointed Hasbro to serve as the global master toy licensee for its “Power Rangers” brand, excluding Japan and select Asian markets.

corona-x-reef-merchandise

CORONA HITS THE BEACH WITH REEF

Constellation Brands has partnered with Reef for a multi-category apparel line that celebrates the Corona brand.

The Joester Loria Group, Constellation Brands’ licensing agent, brokered the deal.

The Reef x Corona Collection features branded men’s board shorts, headwear and the apparel company’s signature bottle opener sandals. It also includes women’s flip flops.

Additionally, the two companies will further highlight their partnership through influencer parties and events at Electric Beach.

The Reef x Corona Collection is now available online at Reef.com and will be available at Zumiez and other retailers in time for Cinco de Mayo.