The Sims takes to the catwalk with Moschino

Capsule collection with luxury Italian fashion house features Sims motifs reimagined as Moschino couture.

Moschino has unveiled its latest licensed collaboration, teaming with Electronic Arts and Maxis for a capsule collection inspired by The Sims.

Launched at a special Palm Springs desert party – hosted by designer Jeremy Scott – the collection includes ready-to-wear items and accessories featuring Moschino items with pixelated designs and a limited run of eight Moschino x The Sims items.

Iconic motifs from The Sims have been reimagined as Moschino couture pieces such as a Plumbob bathing suit, a Freezer Bunny cell phone cover and a Uni-Lama t-shirt.

One item from the capsule collection – a Freezer Bunny hoodie – will also be released after the event in all of The Sims current titles including The Sims 4, The Sims Mobile and The Sims FreePlay.

There are also more game-related announcements to come later this year.

“I love the idea of being able to imagine, design and bring to life a world of individual personas with The Sims universe,” said Jeremy Scott, creative director of Moschino. “That concept emulates what I get to do for each collection at Moschino as I create a fantasy universe of spectacular storylines and characters.”

The range is available now at Moschino boutiques worldwide, as well as


Marquee acquires Martha Stewart, Emeril Lagasse brands

Sequential Brands Group has sold the rights to the Martha Stewart and Emeril Lagasse properties toMarquee Brands for an estimated $175 million.

Marquee’s recently purchased brands will be leveraged to kick start the company’s home and food licensing division. The firm’s new brands and division had to its current portfolio which earns more than $2.3 billion in annual retail equivalent sales.

This transformative acquisition allows Marquee Brands to enter the home, food, and media sectors,” says Zachary Sigel, managing director, Neuberger Berman, Marquee’s parent company. “The addition of new partners, customers, and capabilities will further diversify Marquee Brands, improving its position as a preeminent global brand owner.”

Sequential’s decision to sell the brands is spurred on by a renewed effort to focus on the company’s core active and fashion brands. The licensing firm believes that the transaction will help it better streamline business and provide greater flexibility.

“This transaction gives us financial and operating flexibility and streamlines our business around core brands with the highest margins and attractive growth prospects,” William Sweedler, chairman, Sequential Brands Group. “I believe this new focus will generate greater shareholder value.”

Sequential bought the Martha Stewart and Emeril Lagasse brands four years ago for an estimated $355 million. Lagasse’s brand was acquired by Martha Stewart Living Omnimedia seven years before the Sequential deal.



Levi Strauss & Co. Posts $111.5 Million in Licensing-Related Revenue

Levi Strauss & Co. posted about $111.5 million in annual outbound licensing-related revenue in the year ended Nov. 25 stemming from agreements for the Levi’s and Dockers brands across 10 product categories, including footwear, belts, wallets, dress shirts and sweaters, the company said in a 10K.

The licensing-related revenue is about 2% of $5.57B in total revenue, a percentage that’s been consistent over the past two years. Levi’s has 5,000 trademark registrations and pending applications in 180 global markets and is pursuing 200 infringement cases, the company said.

Sales through Levi’s 824 company-owned stores accounted for 26% ($1.43 billion) of total revenue. Levi’s also has 1,300 franchised locations, which generated 7% ($390.2 million) of total revenue. Ecommerce accounted for 4% ($223 million).

Levi’s had a $146.5 million profit in Q1 ended Feb. 24, compared to a $19 million loss a year earlier as it recorded $215.8 million in net proceeds from its IPO in March. Revenue rose 7% to $1.43 billion as sales in the Americas jumped 9% to $717 million.


Walmart, KidBox to deliver fashion on subscription service

Walmart has partnered with KidBox for a children’s apparel subscription service.

The curated stylebox, available via, will feature clothing and accessories from 120 kids’ brands including BCBG, Butter Super Soft, C&C California and Puma. Each apparel pack will include four-to-five garments ranging from sweaters, denim, dresses or t-shirts. Packaging items into a single recurring box will save parents around 50 percent off the suggested retail price of the items.

The new subscription service provides a new revenue stream for the traditional big box retailer. Walmart has worked to establish its e-commerce and fashion offerings in recent years.

“Over the last year, we have significantly expanded our portfolio of kids’ fashion brands as part of our broader effort to establish as a destination for fashion,” says Denise Incandela, head of fashion, Walmart U.S. eCommerce. “Our partnership with KidBox enables us to round out our offering with additional national and premium kids’ brands.”

Earlier this year, Walmart partnered with Fanatics specialty e-commerce shop for sports’ fan gear. The deal included merchandise for the NFL, NBA, MLB, MLS and NASCAR.


Puma scores partnership with La Liga

Spanish soccer league La Liga has named Puma as its official technical partner.

Puma will produce La Liga’s official ball for the Santander and 1|2|3 leagues as part of the partnership. The deal extends Puma’s relationship with the sports league as the apparel company already has partnerships with La Liga teams including Girona FC and Valencia CF.

“We are extremely proud to have partnered with one of, if not, the best football league in the world,” says Johan Adamsson, director, sports marketing, PUMA. “The ball is the most essential element in football, and this sponsorship is the epitome of performance. La Liga has some of the world’s best teams and players and this is another step in our efforts to achieve no football without PUMA and it ensures an even stronger global reach for our brand.”


Olsen twins ink KOHL’s partnership

Mary-Kate and Ashley Olsen have signed an exclusive partnership with Kohl’s to bring their Elizabeth and James apparel line to stores nationwide and online.

The deal will keep the Elizabeth and James brand as an independent business owned by the Olsens. The duo will work with Kohl’s internal teams to help design exclusive products for the big box retailer.

“Our vision for Elizabeth and James is to deliver a lifestyle brand that offers women access to premium fashion at an affordable price without sacrificing quality and fit,” says Mary-Kate Olsen, founder and co-creative director, Elizabeth and James. “Kohl’s is the right partner to take our brand into a new era, while staying true to the high-quality, fashion-forward designs that our loyal brand enthusiasts expect from us. Leveraging Kohl’s extensive store network and digital platform will also allow us to reach a much larger audience than we have in the past, and for this, we are particularly excited.”


Nabisco launches limited-edition ‘Game of Thrones’ oreos

Nabisco takes a bite out of “Game of Thrones” with Oreos inspired by “Game of Thrones,” according to AdAge.

“Game of Thrones”-themed Oreo cookies will come embossed with different house crests and characters featured in the show. As part of the collaboration, the Oreo brand is also launching a Twitter marketing campaign where the show’s fans can pledge their loyalty to House Stark, House Targaryen, House Lannister or The Night King by using the hashtags #GameofCookies and #ForTheThrone on Twitter.

The partnership comes as “Game of Thrones” ramps up for its final season on HBO April 8. Nabisco’s cookie deal comes on the heels of other “Game of Thrones” licensing agreements with Adidas, John Varvatos, Johnnie Walker and Urban Decay.

The Oreo “Game of Thrones” limited-edition cookie line hit store shelves April 8.


Buzzman, Burger King cook up drinkware

Burger King has partnered with Buzzman on a line of flame-grilled glass cups available in France.

For a limited time, the fast food chain is offering a cup for free with every Bacon and Cheese Whopper purchased in France.

Buzzman and Burger King have produced more than one-and-a-half million of the glasses in partnership with tableware maker ARC. ARC’s production process makes every cup slightly different, with some glasses looking more grilled than others.

The deal with Buzzman marks another crossover for Burger King. Last year, the chain partnered with Emoji for a branded meal agreement for its Brazilian restaurant locations.


Punchbowl, Universal team for digital invitation line

Punchbowl and Universal are joining forces for a line of e-invitations based on popular brands such as Despicable MeJurassic World and Trolls.

More than 20 new invitation designs have been created as part of the partnership. Each invitation has the look of a paper invitation but is deliverable via text or email. The new offerings are available now via the “Punchbowl” app.


“Oddbodds” boards national express deal

“Oddbods” has teamed with National Express and the Scottish Daily Mail for a two-for-one travel deal.

The two-for-one ticket promotion covers various routes from Edinburgh and Glasgow. The deal also includes a themed “Oddbods” travel guide for local stops on the chosen routes as well as a fully-wrapped train car to round out partnership branding.

“‘Oddbods’ is a unique property that appeals to kids and parents alike through its rib-tickling slapstick comedy and loveable, highly relatable characters,” says Anabel Higgin, marketing director, One Animation. “We’re very excited to be teaming up with National Express and the Scottish Daily Mail to deliver an enhanced, fun-filled ‘Oddbods’ travel experience to their passengers, both young and old.”

Winner of an international kids Emmy, “Oddbods” is a One Animation children’s series that launched in 2014. The show was recently used as part of another national U.K. campaign in partnership with the Fundamentally Children organization.