Walmart Drew Barrymore

Walmart launches kids decor line from Drew Barrymore

Drew Barrymore has added to her Walmart home décor line with the launch of a new kids’ furniture and accessories collection.

The Drew Barrymore Flower Kids collection combines bespoke design and quality materials to bring Barrymore’s vision for kids’ furniture and décor to life. Barrymore worked in close collaboration with the’s design team. Her first-ever kids’ home collection, the line features more than 100 matched items.

“It’s so fun to be colorful, so nice to be cozy, and a real treat if you can be stylish and functional at the same time,” says Barrymore. “I’ve always loved creating joyful spaces for my children, and now I’m so excited to share my line of kids’ décor with you. So, let’s play house!”

The line is exclusively available now on Walmart’s family of sites, including,, and An assortment of kids’ items will also be available in select U.S. Walmart stores.


WWE Superstars to battle in ‘Brawlhalla’

Ubisoft has announced that WWE Superstars will join “Brawlhalla” as part of its epic crossover partnerships.

The special SummerSlam themed in-game event will see former and current WWE Superstars join the game as playable characters. “Brawlhalla’s” Epic crossovers will be available as a downloaded purchase for 300 mammoth coins.

Epic crossovers see existing “Brawlhalla” characters get reskinned to mirror characters not initially available in the game. The limited-edition crossover characters also receive unique fighting moves as part of the partnership. WWE’s crossover coincides with the upcoming SummerSlam event happening this year.

Superstars available for download include:

  • Dwayne “The Rock” Johnson as an Epic Crossover for Sentinel;
  • John Cena as an Epic Crossover for Hattori;
  • Becky Lynch as an Epic Crossover for Gnash and
  • Xavier Woods as an Epic Crossover for Bodvar.

The “Brawlhalla” news follows a long line of in-game licensing deals that are providing licensors new avenues for partnerships


Viacom acquires Garfield brand for Nick portfolio

Viacom has announced plans to acquire Paws Inc., the global rights owner of the Garfield and the U.S. Acres franchises.

Following the completion of the acquisition, Viacom subsidiary Nickelodeon will develop a new Garfield animated television series. Global merchandising rights for Garfield will be managed by Viacom Nickelodeon Consumer Products, including the property’s existing portfolio of licensees. Garfield creator Jim Davis will continue to produce the Garfieldsyndicated comic strip.

The acquisition of Garfield will expand Nickelodeon’s growing portfolio of properties that already includes “SpongeBob SquarePants,” “PAW Patrol,” “Teenage Mutant Ninja Turtles,” “Blue’s Clues & You!” and an all-new animated “Star Trek” series.

Garfield is a global evergreen franchise that is a natural fit with Nickelodeon and our portfolio of iconic properties,” says Pam Kaufman, president, VNCP. “With fans around the globe that span both kids and adults, we are excited to ignite Garfield into a multigenerational consumer products juggernaut and further deliver on VNCP’s ‘Every Age, Every Aisle’ mission.”

Originated by cartoonist Jim Davis, Garfield has spawned movies, TV shows, stage shows, and various consumer merchandise. Last year, the character celebrated its 40th anniversary with a variety of licensing deals.


Roblox crosses 100 million active monthly users

If you haven’t heard of Roblox, you need to up your digital quotient and spend some more time with millennials real quick!

Roblox is a massively multiplayer online and game creation system platform that allows users to design their own games and play a wide variety of different types of games created by other users.

The platform is highly immersive and allows gamers a chance to create avataars, trade in currency (called Robucks – which is currently priced at Rs. 30 for 40 Robuck in India)

Brands like FC Barcelona, Netflix’s Stranger Things, Nike, Disney & the like have all partnered with Roblox in the past to run various campaigns to drive engagement and visibility for their brands.

Hasbro, Super Heroic blast into nerf fashion line

Hasbro and Super Heroic have announced a licensing agreement to launch NERF-branded kids’ apparel and footwear this August.

Designed for active play, the NERF x Super Heroic collection is an update to its lead footwear. The TMBLR v2 will launch with two new colors, and the collection will also introduce a brand-new silhouette titled the JMPR v2 in two colors featuring a new alternative closure with elastic laces and a toggle system.

The footwear styles are rounded out by an apparel collection featuring gender-neutral tops, joggers and t-shirts. The products will feature collaborative branding and individual pockets and compartments designed to hold NERF products.

“The power of this collaboration rests solely in the alignment of our shared values and the importance of our collective missions,” says Jason Mayden, chief executive officer, and co-founder, Super Heroic. “As a child of the ‘90s, NERF represents the apex of immersive, active play. It represents the freedom and wonderment of childhood that imbues us all with a sense of unrestricted creativity and limitless potential. We are honored and excited to partner with NERF to launch a collection that reminds us all, that if we can play together, we can live together.”

Super Heroic’s line will be available at select Foot Locker and Kids Foot Locker stores and online.


In Between Jobs? Licensing International’s Newest Benefit is Here to Support You

As the industry’s leading trade association, there is nothing more important to Licensing International than the health of the business and the valuable talent that make it a creative, inspiring and dynamic industry to work in. One of our core goals is to support the members of our brand licensing community at all stages of their careers. To that end, we are offering a free, 6-month membership to licensing industry executives who find themselves in between positions and looking for their next move.

Our industry, like so many, experiences regular shifts and changes that an impact a career trajectory. That’s why we want to make sure those who need it, have full access to a broad slate of tools and services that will help them through career transitions.

Specifically, Licensing International is proud to offer complete access to our member resources and benefits including networking events and tools, our job search portal, research data, educational resources for continuing skill development including webinars, and business and travel discounts. Additionally, we are offering a flat rate ticket price of $25 for all networking and educational events exclusively to those who qualify for this temporary membership benefit.

So how do you know if you’re eligible? Any licensing executive who is not currently affiliated with a company, but is looking to find a new position and remain in the licensing industry qualifies. The benefit applies globally and does not require executives to have been a Licensing International member previously. Please note, the benefit does not apply to consultants or sole proprietors who operate their own businesses.

We’ve all worked hard to ensure our industry is also a tight knit community, and we place great importance on taking care of one another, not only in times of great success, but also when extra support is needed. We’re delighted to be able to offer this benefit and hope those of you eligible and interested will take advantage. Please reach out to to get your 6-month free membership started.


Levi’s Sanrio debut Hello Kitty apparel line

Levi’s has announced a partnership with Sanrio that will see the creation of a limited-edition apparel line inspired by the Hello Kitty character.

The collection is comprised of tees, tops, hoodies and denim that highlight the cartoon kitty and her signature art style. Anticipated pieces include white denim Levi’s baggy overalls with an all-over Hello Kitty print, an oversized dad trucker jacket with Hello Kitty patches and an unbasic hoodie featuring Hello Kitty on top of Levi’s batwing logo.

“Hello Kitty and Levi’s are both global lifestyle brands with impact on culture and fashion,” says Jill Koch, senior vice president, sales and business development, Sanrio. “Our limited-edition collection merges Hello Kitty’s iconic imagery with Levi’s signature styles, offering a super cute twist on their classics.”

The collaboration comes during Hello Kitty’s 45th anniversary year. Sanrio’s iconic character has already been licensed with Keio Electric Railway and Mattel to celebrate the milestone.


As seen on TV: What licensing & product placement mean at Netflix

Have you watched the third season of Netflix original series “Stranger Things?”

That was a question you were bound to hear quite a bit over the last month. The instantly digestible series follows the lives of a band of teens as they battle alternative universe baddies in 1980s Indiana.

Season three of the streaming show garnered more than 26 million unique viewers in the U.S. over its first two days online, according to a Nielsen report covered by Variety. That’s a ton of viewers for brands interested in advertising, and a lot of them are taking notice. The third season of “Stranger Things” saw brand placement from companies such as Coca-Cola, Mongoose and Baskin-Robbins.

Product placement deals were unique in that Netflix says they didn’t cost anything. Instead, they are creator-driven licensing deals, in which the brand benefits from the added boost of appearing in one of the most-watched shows of 2019.

Here is a breakdown on how the “Stranger Things” licensing and promotional deals are upending traditional product promotion deals and creating better content because of it.

Your Money Is No Good Here

Netflix has repeatedly said it won’t run ads on its shows and has been opposed to traditional pay-to-play product placement deals. Speaking with publications like Vox and CBS News in the lead-up to the “Stranger Things” debut, the streaming giant shared the same canned spokesperson statement:

“None of the brands and products that appear in ‘Stranger Things 3’ were paid for or placed by third parties,” says a rep. “They’re all part of the Duffer Brothers’ [series creators’] storytelling, which references 1980s consumer and popular culture.”

So, if these product placements are not paid, what are they? To answer that we need to widen our scope into the licensing world. In the case of “Stranger Things” season three, all of the products in the show had counterparts in the real world.

Life Imitating Art, Imitating Life

The show’s 1980s setting offered brands ample opportunities to create unique nostalgia-laden products that fit with the show’s world. Coca-Cola relaunched a limited-edition run of “New Coke” to coincide with the show’s storyline. Mongoose recreated a character’s bike on the series to sell to fans. Baskin-Robbins retrofitted some of its stores to look like the ice cream shop that played a significant role in the latest season, and those are just a few of the co-branded deals that Netflix developed for “Stranger Things.”

All of these co-branded product partnerships illustrate Netflix’s unique model when it comes to licensing for original content. From bikes to cola, the streaming company is betting on creative licensing that fits into the storytelling of its series, while giving other brands a boost with free advertising.

What Licensing Means to Netflix

Late last year, Netflix hired its first head of global consumer products, Christie Fleischer. In her new role, the former Disney executive oversees retail and licensee partnerships for the streaming giant.

The hire was interesting because it signaled a new era for Netflix where licensees play a role in its original content push. Since Fleischer’s hire, the streaming king has inked licensing deals for properties like “Disenchantment” and the upcoming “Dark Crystal” franchise. Coupled with the “Stranger Things” slate of partnerships, it is clear Netflix has plans to move further into licensing in the future.

Binge-Mode Changes Everything

If you look at some of its recent product placement and licensing moves as a whole, it’s clear the company understands that the future of streaming will require some clever thinking. It will need crafty brand marketing and partnerships that are more than just a Super Bowl ad buy.

As DisneyCBS and WarnerMedia get into the streaming world, it’s time to find ways to use licensing and brand management in a novel way. From the looks of the “Stranger Things” deals, Netflix has found something to latch on to moving forward.


French’s Announces Limited Edition Mustard Ice Cream With Coolhaus In Celebration Of National Mustard Day

Today, French’s® announced the availability of a French’s Mustard Ice Cream just in time for National Mustard Day this Saturday.  This limited-edition ice cream was developed with Coolhaus Ice Cream to bring together two all-American classics, ice cream and mustard, in a surprising yet delicious offering. Served with an accompanying pretzel cookie, the French’s Mustard Ice Cream will be available in Los Angeles and New York City for a limited time beginning on August 1.

French’s is delivering its bold, one-of-a kind flavor paired with Coolhaus’ expertise in developing inventive creations, to bring everyone the perfect summer treat to be enjoyed poolside, at a birthday party and as the perfect ending at a backyard barbeque. Because it’s National Mustard Day, after 115 years of using mustard to add something bold and unique to standard fare, French’s collaboration with Coolhaus will have American’s enjoying mustard in a way it’s never been seen before.

“As lovers of sweet-meets-savory, pure ingredients and unique creations, we are incredibly excited to be collaborating with French’s Mustard in creating this one-of-a-kind product,” said Coolhaus CEO & founder Natasha Case. “It’s been so fun to explore this classic condiment in a whole new way and create an unforgettable thoughtfully-crafted ice cream flavor with an All-American taste.”

And, so everyone can celebrate National Mustard Day no matter where you live, French’s also created an easy to make, at-home recipe to bring this classic flavor to ice cream bowls and cones across the country. Be sure to tag @Frenchs and use hashtags #Frenchs and #MustardIceCream to show how you are celebrating National Mustard Day.

Coolhaus’s location in Culver City, CA will have the ice cream available for customers to try on August 2-4 and August 9-11 to celebrate National Mustard Day on the West Coast. New Yorkers can look for the French’s Mustard Ice Cream truck in the streets of New York City on August 1 and 2, before making its way out to the Hamptons on August 3. Stops to include:

  • August 1
    • Rockefeller Center
    • Hearst Tower/Columbus Circle
  • August 2
    • Brooklyn Heights
    • Madison Square Park
  • August 3
    • Main Street, Hamptons
    • East Hampton Main Beach

The creation of French’s Mustard Ice Cream celebrates the brand’s “Not From France” campaign which focuses on championing the best of American flavor and putting an unexpected twist on the beloved classics.

About French’s®  
French’s was first introduced to the hot dog – and the public – at the World’s Fair in 1904.  It was love at first bite.  Through the years, French’s has become an all-American staple from the ballpark to the backyard to the holiday table.  French’s family of products includes Classic Yellow Mustard, Tomato Ketchup, Worcestershire Sauce, Crispy Fried Onions and more.  Visit for more information and recipes.

French’s is one of McCormick & Company’s (MKC) brands. As a global leader in flavor, McCormick has built a portfolio of leading flavor brands that enhance people’s enjoyment of food all around the world. Every day, no matter where or what you eat, you can enjoy food flavored by McCormick. McCormick Brings the Joy of Flavor to Life™.

About Coolhaus:   
Coolhaus is the leading women-founded and -led ice cream brand creating premium cookie sandwiches, pints and bars. Each treat is thoughtfully crafted with the highest quality ingredients and creamiest texture. Coolhaus is best known for their uniquely innovative flavors and their modern twists on the classics.


Barbie hits the road with merch tour

Mattel has announced the Barbie Truck: Totally Throwback Tour, which will sell Barbie merchandise in select cities in the U.S.

The tour will showcase exclusive retro-inspired apparel and accessories, including iridescent fanny packs and totes, retro cassette-style wallets, and stonewashed Barbie-embroidered jackets and hats.

Mattel kicked off the tour in Kansas, City, MO in July with planned stops in Southern California this fall. A cross-country tour is also planned for 2020.

Barbie’s tour is part of Mattel’s 60th anniversary. The milestone was celebrated with the launch of the Barbie Dream Gap Project Fund which will see Mattel donate $1 from every doll sold in the United States up to $250,000.