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Licensing International Excellence Awards 2021 - The Winners!

| 24.05.2021 | The winners of the 2021 Licensing International Excellence Awards were unveiled today in a virtual gathering that brought together nearly 1000 industry executives from around the world to celebrate the best of the best. 


The 22 award winners from seven countries – China, Finland, France, Japan, Singapore, United Kingdom and the U.S. – were selected from among 152 nominees from around the world who made the final ballot. More than 650 entries were received, and an elite global judging panel narrowed those entries down to the final ballot, which was voted on by members of the licensing industry at large. The winners were announced from locations around the world by executives from the event sponsors – Alifish, InSpirit Designs, ViacomCBS Consumer Products, and Wildbrain CPLG. 


The awards honor innovation and creativity in the way brands use licensing to further their goals; how licensees develop and bring to market products using those licenses, and how retailers creatively spotlight licenses on their shelves. One special award added this year was for the Pandemic Pivot, recognizing companies’ efforts to use licensing to react to the effects of the global pandemic. From among six companies on the ballot, Peanuts Worldwide took home that honor for its work in developing and making available for free in-home educational materials and lesson plans, among its other efforts.


In addition to honoring the work of the nominees and winners, the ceremony included the announcement that Kathy Ireland, CEO and Chief Designer at Kathy Ireland Worldwide; and Salvatore LaRocca, President, Global Partnerships of the National Basketball Association, as the newest inductees into the Licensing Hall of Fame; they’ll be formally feted at an event in late October. 


This was also a showcase of this year’s six international Rising Stars: James Choi (ELLALAN); Addie Dorsey Goossens (Ubisoft); Rachel Hak (Crayola); Kevin Ramsey (Warren James); Jyoti Sardana (OneTeam Partners); and Carolina Verdugo (Beanstalk). 


“In our 36th year of honoring the best of the global licensing industry, it’s inspiring to see the quality of the work produced by people and companies even as they were adapting to new ways of creating and collaborating amid the effects of the pandemic,” says Maura Regan, President, Licensing International. “The achievements that we honor today are testament to the power of brands, and the power of licensing as a business to create products and programs with lasting appeal.” 


Here are the 2021 Licensing International Excellence Awards winners:



  • APPAREL / FOOTWEAR / ACCESSORIES – Dr. Martens for Jean-Michel Basquiat Boots
  • APPLIANCE / AUTOMOTIVE / HOUSEWARES / ELECTRONICS ¬¬– Beijing Xiaomi Mobile Software Co. for Pokémon Travel
  • TOYS / GAMES / NOVELTIES FOR AGES 0-8 – PlayMonster for Peppa Pig Grow & Play Peppa Pots
  • APPS / SOFTWARE / VIDEO GAMES – Top Golf for Angry Birds Interactive Golf Game
  • FOOD / BEVERAGE – Kinnerton Confectionery for Harry Potter Chocolate Range
  • HEALTH & BEAUTY AIDS – Mad Beauty for Friends Bath & Body Essentials
  • HOME DÉCOR – Secret Lab for Batman Gaming Chairs
  • PUBLISHING / BACK-TO-SCHOOL – Chronicle Books for LEGO Note Brick
  • TOYS / GAMES / NOVELTIES FOR AGES 8+ – LEGO for Andy Warhol LEGO Art Edition


  • ART / DESIGN / CELEBRITY / FASHION BRAND – The Very Hungry Caterpillar by Eric Carle Studio
  • DIGITAL / APP / VIDEO GAME BRAND – Super Mario by Nintendo
  • CORPORATE BRAND – Goodyear by The Goodyear Tire & Rubber Company and IMG
  • ENTERTAINMENT / CHARACTER BRAND: ANIMATED – Peppa Pig by Hasbro & Hasbro China
  • ENTERTAINMENT / CHARACTER BRAND: LIVE-ACTION – Harry Potter by Warner Bros. France
  • FOOD / BEVERAGE / RESTAURANT BRAND – Coca-Cola, Hi-C & Sprite by The Coca-Cola Company
  • SPORTS / COLLEGIATE BRAND – NFLPA by NFL Players Association 


  • BEST LICENSED PROMOTION – Direct Line & Born Licensing for “We’re On It” with Transformers, TMNT & Robocop 
  • BEST LICENSED COLLABORATION – Crayola x Adidas x Donovan Mitchell
  • THE PANDEMIC PIVOT AWARD – Peanuts At-Home-Offerings by Peanuts Worldwide

Licensing International Inc.

Asmodee Announces Partnership With Fansets For Keyforge Enamel Pin Collection

| 15.06.2021 | FanSets LLC and Asmodee Entertainment have entered a licensing partnership to bring enamel pins of fan-favorite characters from the KeyForge universe – the setting for Fantasy Flight Games’ groundbreaking card game of the same name – to collectors throughout the US, Canada and the UK. KeyForge characters from every house, including the newly premiered house Unfathomable, will be available in Summer 2021. This exciting deal is the latest example of Asmodee Entertainment’s

continued expansion into licensed opportunities. For FanSets, this deal expands their collector-focused product line and is their first tabletop brand partnership.


“We are excited to announce this new partnership just in time for fans to explore the newly released KeyForge game set Dark Tidings,” says Alexander Thieme, Licensing Manager for Publishing and Consumer Goods at Asmodee Entertainment. “FanSets’ fantastic enamel pins provide our fans a way to represent their allegiance to their favorite houses. We’re thrilled to work alongside the talented team at FanSets to bring such a great, sought after collectible to our fans!” 


KeyForge is the world’s first Unique Deck Game. Fans play as the mighty Archons and, using their team of vault warriors, race to forge keys to unlock the secret vaults of the Crucible, a world in which anything is possible and nothing is predictable. Fans of KeyForge all have

favorite cards and houses, either because of the colorful and dynamic artwork featured or because of the card’s power on the table, and now they can represent their favorites with equally dynamic enamel pins.


“Our customers are collectors, hobbyists, and passionate fans,” says FanSets co-founder Lew Halboth. “We love tabletop games and are putting every ounce of that passion into developing these KeyForge pins. We know fans will love them because we love them. We are excited to add Asmodee Games as one of our key licenses going forward and we look forward to working with their passionate team.”


The first of these exciting releases is planned for Q3 2021 and pins will be available at hobby and specialty shops and online. Asmodee

Yann Fresnel Creates Toy Influence


| 31.05.2021 | Yann FRESNEL, a Top Europe Sales Director has created his own company called "Toy Influence", a few days ago. Yann is French and a multi lingual General Manager who has worked in Smoby, Newell Brands, BERG Toys and smarTrike. The company´s focus is to assist toy companies to implement or grow their business in Europe.

  • Consulting (strategic approach, market research, business analysis, sales, marketing and digital)
  • Sales (distribution, OEM/ODM, FOB/DOM, Europe, key contacts)
  • Influence (network, social medias)

Contact, Toy Influence

Aconynte Books & UBISOFT® Collaborate to Publish Exciting New Assasin´s Creed® Novels Set in China

| 22.02.2021 | Asmodee Entertainment are delighted to announce that Aconyte, the fiction imprint of global games group Asmodee, have partnered with international video games company Ubisoft to publish a new Assassin’s Creed® novel trilogy, starting this summer.


Kicking off with THE MING STORM, the action-packed trilogy is set in 16th century China. Our central character is Shao Jun, a young Assassin, already a fan favourite from the franchise as the main protagonist of the Assassin’s Creed: China video game. After the elimination of the Chinese Brotherhood by the rival Templars, Shao Jun must travel to Europe to train with the legendary Ezio Auditore, before she returns to exact revenge.


Written by bestselling Chinese author Yan Leisheng, the novel has recently been published in his homeland and also France, with a Russian edition imminent. The Ming Storm will be published in the US and Canada on June 1st 2021 and on July 8th in the UK. The book will be available in paperback and ebook formats, with an audiobook version expected to follow shortly after.


“When we started out on this project for the Chinese fans of Assassin’s Creed, we wanted to create something that would feel meaningful and engaging to them. We worked hard finding the author who would understand both our franchise and how to tell a compelling story that would resonate with the audience,” said Aymar Azaizia, Transmedia and Business Development director at Ubisoft. “We are really proud to be able to bring this original trilogy to English readers worldwide through Aconyte. Although the content is not set in the continuity of the main storyline, you will find a great authentic Assassin’s Creed story. Enjoy the ride!”


At the end of 2020, Aconyte was announced as Ubisoft’s go-to fiction partner for novels for adult readers, to create new adventures from unexplored corners of the worlds of popular games like Watch Dogs®, Tom Clancy’s The Division, Beyond Good & Evil and more. More announcements are expected as Aconyte’s range of compelling tie-in fiction expands further. Asmodee

Imaginarium Closes Stores

| 18.02.2021 | Spanish retailer Imaginarium closes 39 of its 41 stores, leaving only 2 open. This is sad news for the international toy community. Imaginariums setup and approach to the market was well received throughout the industry. Even competitors watched very closely how Imaginarium provided a very customer needs driven shop design and marketing. Ph

New York Toy Fair 2021 Cancelled

...and is set to return in February 2022

| 08.01.2021 | The Toy Association had already postponed the Toy Fair New York and planned to launch it in May 2021. Now all these plans are cancelled. All eyes on the Toy Fair Dallas, which is scheduled for October 2021. 


“Our foremost consideration is the health and well-being of the global toy and play community and setting a clear path forward. We want to provide our exhibitors, retail buyers, and the larger toy and play community with certainty on important destination shows and the ability to take advantage of immediate opportunities through our year-round buying and selling platform.”, says President and CEO of The Toy Association Steve Pasierb in his official statement. Ph

Licensing Expo and Brand Licensing Europe Confirm New 2021 Dates and Multi-Platform Format

| 10.12.2020 | Today, the Global Licensing Group, a division of Informa Markets and event organisers of leading global events Licensing Expo and Brand Licensing Europe, is announcing its 2021 dates and an innovative new event format. 


Licensing Expo will take place live and in-person at the Mandalay Bay Convention Center in Las Vegas, Nev on August 10-12. Accompanying the tradeshow is an online event, which will be held two weeks later on August 24-25. Brand Licensing Europe will take place live and in-person at ExCeL London on November 17-19, 2021, with an online event also following two weeks later on November 30-December 1, 2021.  


2020 has proven that the need to meet and connect face-to-face is paramount, however the flexibility and convenience of an online event setting is also useful to the business of brand licensing, particularly in terms of fostering IP exploration, new connections and thought leadership. 


The shift to a multi-platform format will blend the best components of in-person and online to create an enhanced experience for all participants no matter their circumstances or location. Supported by a robust online platform, exhibitors and visitors will have access before, during and after the events to schedule and host meetings, enjoy on-demand content and thought leadership and search and discover the widest range of properties available for license anywhere in the world.


The Las Vegas and London events will be organized in accordance with Informa’s AllSecure health and safety standards designed to ensure all participants can attend events safely and with confidence. AllSecure practices are comprised of learnings and best-practices from across the leading trade event companies around the world, in accordance with the World Health Organization (WHO) recommendations, to create physical environments that meet industry standards for gathering. 


“We truly understand the importance of relationships and in-person connections to the licensing industry and have therefore made the decision to move both events to a time later in the calendar year,” says Anna Knight, Vice President of the Global Licensing Group. “In addition, we have also seen a fantastic response to Licensing Week Virtual, which we ran in June, and October’s month-long celebration Festival of Licensing. Following consultation with many of our customers, we have decided to carry forward the successful elements of these virtual events and learnings from them to run alongside our in-person events in 2021 and beyond. Multi-platform events are definitely the future, and the combination of live and online offers no limits to global participation.”


“I know I’m not alone in eagerly anticipating the moment when we can all gather again in person, and this revised timeframe and hybrid solution for our industry’s two flagship gatherings will offer the best chance for that to happen soon and safely,” says Maura Regan, President, Licensing International, Global Licensing Group event sponsor. 


“While we certainly learned this year that nothing can replace actual face-to-face interaction, the unique value of virtual events is their global accessibility. This plan for the 2021 iterations of Licensing Expo and BLE will allow us to have the best of both worlds.” GLG

Licensing International Launches Diversity & Inclusion Accelerator Program

As part of its efforts to help its members and the broader licensing community build diverse and inclusive workplaces, Licensing International – the leading trade organization for the global brand licensing industry – has unveiled a new Accelerator Program aimed at bridging the gap between underrepresented, diverse entrepreneurs and the resources they need to build profitable, high-growth companies within the licensing industry.


The Diversity & Inclusion Accelerator Program was developed by Licensing International’s IDEA Committee (Inclusion, Diversity, Equity & Accessibility), a group of high-level executives from across the global brand licensing industry working to advance this cause and conversation. The launch of the Accelerator Program was announced at the latest Diversity & Inclusion Workshop Wednesday, Nov. 18, which saw executives from Horizon Group USA, Encantos, Marquee Brands and WildBrain discuss challenges and share insights.


Maura Regan, President, Licensing International: “We have always been committed to attracting, developing and retaining the best and brightest from all backgrounds to our incredible industry. The findings of our study of diversity in the licensing community – conducted by the Geena Davis Institute on Gender in Media at Mount St. Mary’s University and released back in August – made it clear that there is still much work to be done in this regard, and our Accelerator Program is another important vehicle to continue creating meaningful change.”  


Companies chosen to participate in the Accelerator Program will receive benefits valued at over $100,000 including monthly mentoring meetings with industry leaders, enrollment in the Coursework in Licensing Studies professional certification program and a one-year Licensing International membership.


To be considered companies:

  • Must be in the brand licensing business
  • Can be for-profit or non-profit
  • Applicants must be diverse (whether along the lines of race, gender, sexual orientation, age or physical attributes)

Applications are being accepted now through April 30, 2021, and the 2021 Accelerator Program Cohort will be announced the week of May 24, 2021. Licensing International

WATCH DOGS®: Legion Novel "Day Zero" Heading for Germany

Noted German publisher Cross Cult, recently announced as partner for Aconyte’s wide range of fantasy novels set in the worlds of many of Asmodee’s games, has also snapped up Day Zero, the tie-in novel to Ubisoft’s sensational new video game, Watch Dogs®: Legion.


Day Zero – to be titled Tag Null in German – is a direct prequel to the events of the game, designed so fans can finish reading the novel and immediately start playing. It follows four diverse Londoners just a few years from now, whose lives are turned upside down when they become drawn into a murderous conspiracy that threatens the safety of the entire city. Hacker, politician, petty criminal and private policeman – for all four of them, life will never be same again.


Authors are James Swallow, bestselling author of the Marc Dane thrillers and veteran tie-in writer, and Josh Reynolds, noted for his many exciting novels set in the Warhammer universe and several acclaimed Aconyte novels. Watch Dogs®: Legion — Tag Null will be released on November 26th in paperback and ebook, with an audiobook edition to follow. Asmodee

Licensing International Launches Scholarship Program to Support the Next Generation of Licensing Leaders

Licensing International – the leading trade organization for the global brand licensing industry – is proud to announce the launch of its newest initiative, the Licensing International Scholarship Program. Designed to inspire the next generation of talent while advancing the understanding of licensing in society, the program will grant scholarships to deserving individuals who are interested in a career in brand licensing.


Maura Regan, President, Licensing International: “This program is all about investing in the future of our industry and placing the business of brand licensing front and center among young leaders at the start of their career journey. So many of us stumble into brand licensing by chance. By introducing our industry to students at the start of their professional life, we hope to create a generation of passionate, skilled professionals who actively pursue careers in licensing.”  


The Licensing International Scholarship Program will be funded by donations made to Licensing International’s Foundation. Companies and individuals wishing to contribute can do so in two ways: 

  1. Make a direct donation in any amount.
  2. Leave your legacy with a Named / Sponsored Scholarship. Named scholarships give donors an opportunity to celebrate their commitment to education and the licensing industry. These special scholarships provide an enduring legacy for individuals, families and organizations to pay tribute to an individual or achievement. Named / sponsored awards supported by corporations or foundations also offer the right to impose certain criteria that may include, but is not limited to, a declared major, internship availability, year in school, personal background, etc. Named Scholarship:  $10,000.

Fund-raising for the Scholarship Fund will formally begin with the upcoming Licensing International Holiday Party, a global, virtual get-together set for December 3. The event is free to attend, but registrants are encouraged to make a small donation to the Scholarship Program if they are able. Every little bit helps – even small donations can make a big impact!


Licensing International will begin accepting student applications for scholarships in January 2021. Scholarships will be awarded to students seeking degrees in business, marketing, design, engineering, entrepreneurial studies and other brand licensing industry-related programs, who also meet a number of other eligibility requirements. Licensing International

Asmodee Entertainment and Welbeck expand Collaboration with Ticket To Ride and Unlock! Puzzle Books

Following the successful launch of The CATAN Puzzle Book, Welbeck Publishing Group and Asmodee Entertainment are pleased to announce that they are expanding this exciting collaboration with further titles based on two more well-known gaming brands from the Asmodee portfolio. This new collaboration will see both Days of Wonder’s Ticket to Ride and Space Cowboy’s Unlock! titles join CATAN in Welbeck’s range of boardgame-inspired puzzle books.


Ticket to Ride, from Asmodee’s Days of Wonder studio is the award-winning game of cross-country train adventure, with more than 8 million copies sold worldwide. Unlock! is a cooperative card game inspired by the hugely popular escape rooms phenomenon, and is produced by Asmodee’s Space Cowboys design studio.

“It is fantastic to work on two more projects with the great team at Welbeck. Their puzzle books manage to capture the spirit of the individual games and IPs. The format of a puzzle book casts both into a new and exciting form that draws readers in and keeps them happily engaged. Welbeck is a fantastic partner to work with and we look forward to seeing their adaptations of Ticket to Ride and Unlock! Soon,” says Alexander Thieme, Asmodee Entertainment’s Licensing Manager for the project.


The Ticket to Ride Puzzle Book will be a narrative trip across continents, and along the way, the reader will have to solve 100 puzzles in order to complete the journey successfully. It will combine the classic board game artworks with the new puzzles, and will be written by experienced puzzle writer and board game designer Richard Wolfrik Galland.


The Unlock! Escape Adventure Puzzle Book will provide a new way to enjoy the popular Unlock! Escape Adventure series by translating the game onto the page to create an engaging and interactive escape room-style experience. Multiple scenarios will be included, written by Jason Ward, a celebrated entertainment writer and puzzle creator whose work has appeared in The Guardian, Little White Lies, Dazed, Curzon, The Quietus, and IdeasMag.


“Both Unlock and Ticket to Ride, as well as many other Asmodee boardgames are ideally suited to the development of a puzzle book journey and we’re thrilled to be expanding our partnership with Asmodee. As with the games themselves, both titles will combine storytelling with the challenge of finding creative solutions to the puzzles embedded in the story and stimulating the reader’s mind whilst immersed in the worlds of these rich global brands,” adds Wayne Davies, Group Publisher, Welbeck Publishing.


Publication dates will be announced at a future date, with both titles to be published in a soon-to-be confirmed range of different language editions. Asmodee

Aconyte Books & Cephalofair collaborate to publish "Gloomhaven" Novels

Asmodee Entertainment are delighted to announce that Aconyte, the new fiction imprint of global games group Asmodee, has secured a multi-year agreement with Cephalofair Games to create brand new fantasy novels set in the world of their acclaimed GLOOMHAVEN games.


Created by maverick game designer Isaac Childres, Gloomhaven debuted in early 2017 and quickly became recognised as one of the top fantasy games ever – it currently sits at #1 on’s all-time best games chart. Collected together in a massive box stuffed with exquisite plastic miniatures, floorplans, rules and an intriguing selection of sealed boxes, it offers an unparalleled fantasy gaming experience. Players are a motley

selection of mercenaries, drawn into strange events in the town of Gloomhaven, as dark powers start a move to seize control. Decisions at each stage as the plot unfolds send players down unforeseen paths towards new adventures, as the game builds across many sessions into a deeply involving tabletop campaign.


The sequel, Frosthaven, is expected to take players north to a previously unexplored icechoked outpost in 2021. The game’s Kickstarter, run early this year, set a new record, with close to $13 million pledged by the time it closed. Aconyte plan to publish novels in both the Gloomhaven and Frosthaven settings. The first Gloomhaven novel is expected to hit shops in summer 2021, with further volumes already being planned.


Aconyte publisher Marc Gascoigne commented: “Gloomhaven is one of the most impressive new games, and game worlds, of recent times. The immense success of the Frosthaven launch has pushed interest in this incredible fantasy world to fever pitch. We can’t wait to bring fans new adventures and legends from Gloomhaven and beyond.”


Cephalofair’s CEO Isaac Childres said: “I am very excited to see experienced writers take on the world of Gloomhaven, and really drill deep into the lore to come up with thematic and engaging stories that are harder to tell in a board game format."


As part of its ambitious mission to set up exciting new content platforms for both wholly owned and top flight third-party properties, Asmodee Entertainment have recently announced Aconyte’s plans to produce novels set in the worlds of some of Asmodee’s most popular games and a host of characters from the Marvel comics universe. The imprint’s mission is to go beyond tie-in fiction and novelizations, to produce vibrant stories with richly imagined characters in living, deeply realised settings. The list debuted in early September 2020, with sales and distribution handled by Simon & Schuster. Asmodee

"The biggest challenge we are all facing is the pandemic"

Our interview with Maura Regan, President Licensing International Inc.

No doubt, Maura Regan (President Licensing International Inc.) is one of the most influencial women in (licensing) business. And a person with clear views and principles, she is willing to take a stand for. We proudly present this short interview with an executive, who has a message.


Bringing more than 20 years of global licensing and media experience, Maura joined Licensing International in December 2016 and assumed the role of President in July 2018. Under her leadership she is serving to help define and shape the future focus for the association.  Licensing International is the premier association for the global brand licensing industry. Its purpose is to foster the growth and expansion of licensing around the world and create greater awareness of the benefits of licensing to the business community at large.   


Follow the link for the full interview

Spielwarenmesse 2021 in Nuremberg to take place in summer for the first time

The Spielwarenmesse at Nuremberg’s exhibition centre traditionally opens its doors at the beginning of the year. Scheduled to run from 27 to 31 January 2021, the event has been called off in good time as a direct result of the persisting Covid-19 pandemic. For the first time in its long history, the world’s leading toy fair has been postponed until the summer by organiser Spielwarenmesse eG. The decision was made by the supervisory board on 24 September and comes in the face of rising infection rates and further restrictions on travel.


A short-term solution to the global challenge of Covid-19 is not yet in sight. The new change in circumstances and concerns over the health of all participants make it almost impossible to stage the Spielwarenmesse and guarantee the customary level of quality at the end of January. Many countries around the world are currently experiencing a dramatic increase in the number of Covid-19 infections, leading to new travel restrictions also in major European cities. These developments are casting doubt among exhibitors and visitors over whether they should be taking part in an international trade fair. This uncertainty has been voiced in intensive discussions with the Spielwarenmesse team.


Ernst Kick, CEO of Spielwarenmesse eG, stated: “We very much regret the decision to postpone the Spielwarenmesse 2021.” Preparations for the 72nd event in January were already well under way. Based on the guidelines of the Bavarian State Government, the Health & Hygiene Concept drawn up in collaboration with the local health authorities and venue operator NürnbergMesse, was well received by all participants. “I’d like to thank everyone who joined us on this path, and I feel sure that the improvements we have made will benefit all future events and appearances,” concluded Mr Kick.


Spielwarenmesse eG is currently in talks with NürnbergMesse to find a suitable date for the Spielwarenmesse 2021. In the meantime, the website at will continue to provide exhibitors, retailers and buyers, as well as media representatives with a large offering and a plethora of information about the toy industry. The digital platform is continually being expanded as an extra service and a complement to the physical exhibition experience. Spielwarenmesse eG

Licensing International Debuts Robust Industry Career Center

Licensing International – the leading trade organization for the brand licensing industry – has launched a new, multi-faceted Career Center designed to connect employers and licensing professionals across all disciplines and career stages with relevant opportunities.  


“Providing members of the licensing community with opportunities for professional development and career growth is core to our mission, and one could argue, more important now than ever,” said Maura Regan, President, Licensing International. “Our industry, like most others, is in flux right now, but there is opportunity out there, and this new Career Center will help connect the wealth of talented executives in our industry with companies that need their skills and expertise.”


The Licensing International Career Center is available on all devices via the Licensing International website or by going directly to Here are just some of the exciting new resources available to job seekers and employers–


Recruit for Open Positions:

  • Post your jobs, or your organization’s jobs, where the most qualified licensing professionals will find and apply to them.
  • Promote your jobs directly to brand licensing job seekers via our exclusive Job Flash email.
  • Search the resume database and contact qualified candidates proactively.
  • Expose your job postings to a larger audience through our NEW diversity, veterans and social networks. 

Manage your career:

  • Search and apply to the best licensing jobs at organizations worldwide for free
  • Upload an anonymous resume so employers can contact you, but you maintain control of your information and choose to whom you release your information.
  • Receive an alert every time a job becomes available that matches your personal profile, skills, interests, and preferred location(s).
  • Access a broad range of career resources and job searching tips and tools.

It’s always free for anyone to post a resume to the site and apply for jobs. Licensing International members can also post jobs for free, and non-members can choose from a number of flexible packages to list their job opportunties. Licensing International

Graham Saltmarsh Appointed to Lead Licensing International UK

Licensing International – the leading trade organization for the global brand licensing industry – has appointed industry veteran Graham Saltmarsh to head its division in the United Kingdom as Managing Director. Saltmarsh’s appointment marks the beginning of a bold new chapter for Licensing International in the world’s second-largest licensing market. In this role, Saltmarsh will be responsible for advancing the business of licensing across all sectors of the industry in the UK, creating programmes in support of current members and developing initiatives to meet the needs of future members, as well. 


Saltmarsh has spent the bulk of his career in licensing-focused roles at some of the world’s most influential media companies including BBC Worldwide and Nelvana. Most recently he served as Director of Licensing & Retail for the UK & Nordics at Turner Broadcasting where he oversaw the consumer product and marketing activities for key properties including “Ben 10,” “Powerpuff Girls” and “Rick & Morty.” Before discovering the joys of licensing, Saltmarsh was a sound engineer and made extreme sports films, so it’s possible he’s responsible for some of the worst music and programmes the ‘80s had to offer. Saltmarsh is a passionate supporter of the licensing industry’s Light Fund and has run the London marathon and rowed from London to Paris with a team of like-minded lunatics. His future fundraising activities will all be beer-related.


“In these trying times it’s more important than ever to bring all the different elements of this amazing industry together to share knowledge and expertise,” says Saltmarsh. “I am looking forward to working with Licensing International and to connecting people who are passionate about licensing and retail to drive the business forward.”


“We are thrilled to have Graham on board, leading the charge in the UK for Licensing International,” says Licensing International President Maura Regan. “His deep understanding of the UK licensing community, combined with a fantastic ‘can do’ attitude is a wonderful addition to the Licensing International team.”      


Saltmarsh will officially move into his new role on 15 September and can be reached at Licensing International

2020 Licensing International Excellence Awards Winners Unveiled

The winners of the 2020 Licensing International Excellence Awards were unveiled earlier today in a first-for-the-industry, live, virtual event that brought together nearly 1000 industry executives from around the world for a much-needed and well-deserved celebration. 


The event, hosted by Handcraft VP and stand-up comic Marshall Mizrahi, saw licensing powerhouse Martha Stewart inducted into the Licensing Hall of Fame and a showcase of this year’s six international Rising Stars: Krystyna Braxton (NFL Players Inc.); Allison Cimino (RockLove); Carolina Garcia Souza (Cinecolor Colombia, representative of The Walt Disney Company); Gao Qiang (Tencent); Hannah Stevens (The Point.1888); and Louis Yenik (Crunchyroll). Newly redesigned trophies for both the main Awards and the Hall of Fame were also unveiled at the event, designed by Alternatives and PowerStation Studios, respectively. 


The 23 Awards winners hail from around the globe, including companies from Brazil, France, Germany, Korea, the United Kingdom and the U.S., and were unveiled by 10 leading licensing executives who each brought their own special flair to the event. The Coca-Cola Company and Sesame Workshop each “took home” multiple trophies – Coca-Cola swept the Food & Beverage categories, winning Best Product for its Coca-Cola-flavored Tic Tacs in partnership with Ferrero, and picking up the prize for Best Food & Beverage Brand of the Year.  Sesame Workshop’s “Sesame Street” was named Best Live-Action Entertainment or Character Brand and also won for its “A Cautionary Tale” promotion with Squarespace. Meanwhile, Wildbrain CPLG was crowned as the first-ever winner in the newly added Best Licensing Agency category. 


A number of companies supported the Licensing International Small Business Global Grants Fund by taking space in the Awards Program, which was made available digitally Monday. Thanks to their contributions, the Grants Fund has raised more than $110,000 to help small businesses in the licensing community impacted by the COVID-19 crisis. To find how to donate to the fund or apply for a grant, click here.  


“This year marks the 35th anniversary of the International Licensing Awards, and while we had of course looked forward to celebrating in person, this virtual gathering was an amazing event,” says Maura Regan, President, Licensing International. “Perhaps more than ever it was important to celebrate the incredible creativity and innovation of our industry. Seeing the very best work of this industry on display, alongside some of the dynamic executives who drive it, was a powerful reminder that, in the wake of uncertainty, the power of trusted brands and well-known licenses is more critical than ever before.”


Here are the 23 2020 Licensing International Excellence Awards winners:



  • APPAREL / FOOTWEAR / ACCESSORIES – Vans for David Bowie Apparel & Footwear Range
  • APPLIANCE / AUTOMOTIVE / HOUSEWARES / ELECTRONICS ¬¬– Pro-Ject Audio Systems for The Beatles Turntable
  • TOYS / GAMES / NOVELTIES FOR AGES 0-8 – WowWee for Pinkfong Baby Shark Song Puppets 
  • APPS / SOFTWARE / VIDEO GAMES – Story Toys / Touch Press for Lego Duplo World App
  • FOOD / BEVERAGE – The Coca-Cola Company / Ferrero for Coca-Cola Tic Tac
  • HEALTH & BEAUTY AIDS – Lipsmacker for Crayola Lip Care Line
  • HOME DÉCOR – Dreamtex Ltd for National Geographic Recycled Bedding
  • PUBLISHING / BACK-TO-SCHOOL – Party City - Pantone’s 2019 Color of the Year Partygoods & Tableware
  • TOYS / GAMES / NOVELTIES FOR AGES 8+ – Lego for Stranger Things Lego Set


  • ART / DESIGN / CELEBRITY / FASHION BRAND – V&A by Victoria & Albert Museum 
  • DIGITAL / APP / VIDEO GAME BRAND – Brown & Friends by LINE Friends
  • CORPORATE BRAND – Cat by Caterpillar  
  • ENTERTAINMENT / CHARACTER BRAND: LIVE-ACTION – Sesame Street by Sesame Workshop
  • FOOD / BEVERAGE / RESTAURANT BRAND – Coca-Cola by The Coca-Cola Company
  • SPORTS / COLLEGIATE BRAND – Rugby World Cup by World Rugby / IMG


  • BEST LICENSED PROMOTION – Squarespace & Sesame Street “A Cautionary Tale”
  • BEST LICENSED COLLABORATION – SpongeBob Squarepants x Nike x Kyrie Irving
  • BEST EXPERIENTIAL OR LOCATION-BASED INITIATIVE – The Very Hungry Caterpillar at the Royal Horticultural Society
  • THE NEWCOMER AWARD – Harrogate Tipple Ltd for Downton Abbey Gin & Whisky

Licensing International

Squatter to Fly with New Growth Plan

Provided by Bugg Report, Australia

Squatter’s focus on sheep farming reflects the inextricable link between this industry and Australian history more broadly. Since 1797, wool has been central to Australia’s economy, agricultural practices and to the collective consciousness of its people. Early settlers soon discovered that with its infertile soil and dry climate, Australia was well suited to the production of high quality wool. The fibre quickly became the cornerstone of Australian agriculture and the nation is often said to have “ridden on the sheep’s back” as it strove for economic development. The Squatter board-game, which has been a household favourite in Australia for nearly 60 years, offers players a rough simulation of life as a sheep farmer with all the daily trials and tribulations this entails.


2022 will see the 60th Anniversary of the Iconic Australian board-game SQUATTER… With in excess of 500,000 games sold in Australia, it is the largest selling Australian game of all time. This is something to be celebrated and has proven the longevity of its game play. The Squatter team have already begun the planning process for a special limited edition 60th Anniversary version of the game and they anticipate that this will be supported with promotional activities and given its heritage, strong media coverage of this event.


Recent planning meetings have established a global strategy which will see the brand expand into other similar markets in Australia, which have strong primary producing industries including a commitment to agriculture.


The plan focuses on the following:

  • Squatter — Traditional game & additional formats
  • Squatter Custom Division
  • Squatter Licensing and Collaborations
  • Squatter International
  • Squatter

Get ready for the new card game to join the Squatter station.

This structure will form the basis for the on-going growth of the brand and the team are confident of engaging new generations towards the game and the brand, whist strengthening the aspect of the game’s traditional teachings of how one would go about operating a sustainable business, not just in Agriculture.


Most excitingly, the development and release of two new formats to be added to the Squatter family… SQUATTER MATES card game and SQUATTER COMPACT for people on the move are now underway. These new additions will allow the business to scale and broaden distribution concurrently. With new price points and innovating design and packaging, this will signal a much greater interest in the brand.


Squatter is extending its appeal to younger and more mobile players. Squatter Compact brings all the features of the classic board game in a versatile edition for two-to-four players and is packaged to be travel friendly. Squatter Mates is a card game with a twist for players of all ages who like all the Squatter fun in a faster game.


With these two new additions Australia’s iconic game Squatter presents a more compatible format for retailers with products of a distinctly Australian flavour. As these new advances roll-out, the team have been busily re-contacting both Government and primary industry organisations to secure additional re-endorsements for the game. This will provide added comfort to set a path for the game to be accepted into the schools system around the country as a learning tool for accounting methodology and sound business practices.


An important pillar in the growth plan will also be to work toward the appointment and partnership with key professionals in international markets, including the United States, Germany, France and the United Kingdom. Squatter hopes to develop a footprint for the brand in these markets initially and as other markets emerge, duplicate the plan.


Squatter Game

Another key activation to the plan will be the establishment of a Custom Division. This will allow for the development of special editions of the game, including limited edition versions such as ON THE LAND… Squatter will look to partner with organisations on a collaboration basis where the Squatter brand can assist in enhancing like-brands and together create a powerful marketing tool.


Squatter, a favourite with Australian families for decades, is a board game with enduring appeal. Players enter the world of sheep farming, battling droughts and wild dogs, winning at the stock sale and wool market and they experience the ups and downs inflicted by the Tuckerbag. Squatter brings cheers and fears to be fondly remembered for generations. Bugg Report

JAKKS Pacific Expands International Sales Operations With Enhanced Supply Chain, Bolstered Sales Teams

Leading toymaker JAKKS Pacific, Inc. (NASDAQ: JAKK) is pleased to announce strategic moves to enhance direct sales teams and bolster its supply chain in the key international markets of Spain, Italy and Mexico.


“It is great to have been able to implement these meaningful updates to our international sales capabilities, within a challenging landscape that has been painfully affected by the COVID-19 pandemic”


With a new distribution and logistics facility, based in Rotterdam, The Netherlands, JAKKS is well positioned to support its direct sales. By moving goods through Rotterdam, the largest gateway into Europe, JAKKS will be able to achieve increased economies of scale with centralized all-continental European distribution operations.


“It is great to have been able to implement these meaningful updates to our international sales capabilities, within a challenging landscape that has been painfully affected by the COVID-19 pandemic,” said Dan Cooney, EVP JAKKS International Division. “We have further established our ability to sell directly, as appropriate, while continuing to nurture and protect our very strong network of all-important distribution partners.”


In addition to its European activities, and after many years of expanding direct selling efforts in Mexico, JAKKS’ Mexico City office is now fully established to manage 100% of its direct sales in the market. This office will both enhance the operations and finance team in the Mexico City, as well as serve as a hub for all LATAM customer support, retailers and distributors.


JAKKS will continue to work with its key distributor partners worldwide to maximize sales opportunities for its broad multi-category portfolio of licensed brands, as well as products based on JAKKS’ internal I.P.. Jakks Pacific

USA - Licensing International - Diversity & Inclusion in the Licensing Industry

Licensing International – the leading trade organization for the brand licensing industry – hosted its first Diversity & Inclusion Workshop Monday, August 3, bringing together some of the leading minds in licensing and retail to discuss the challenges and opportunities organizations face as they look to enhance diversity and inclusive practices in their workforces and culture.


Madeline Di Nonno, CEO of the Geena Davis Institute on Gender in Media at Mount Saint Mary’s University kicked off the event with a presentation of the findings of their recent benchmarking study of diversity in the licensing industry, commissioned by Licensing International. Among other findings, the research shows that while 30% of companies surveyed currently have a D&I program in place, only 10% have budgeted financial support to those programs. 


“If you don’t measure, you don’t you have any substantive understanding of where things stand or a benchmark by which to gauge success,” says Maura Regan, President, Licensing International. “This research is the crucial first step in creating real, lasting change in our companies and the global licensing community as a whole.”


The full research study is now available for download at


Following the presentation of the research results, newly elected Licensing International Board Member Steven Wolfe Pereira, CEO & Co-Founder of Encantos, was joined by Petco’s Chief Marketing Officer Tariq Hassan, for a screenside chat about what it means to create an organization that is truly inclusive and how to go about doing it. 


“You cannot only do this from executive-level down,” said Hassan. “If you want to tell people to bring their authentic selves to work, you’ve got to allow them to have a place to express it, and you’ve got to allow it to then influence the decisions of the company. … ‘You don’t have to ask for permission to be who you are’ – we have to create a culture that celebrates that insistence. When you put it that way, it stops being about what’s wrong, and it focuses on the energy and creativity of what’s right.”


The panelists who participated in the third part of the event echoed that sentiment, and shared details about how they are nurturing diversity at their own companies. They included: Bryony Bouyer, Senior Vice President, Diversity & Inclusion and Multicultural Strategy at Hasbro; Cindy Levitt, Senior Vice President of Licensing, Mad Engine LLC; Dolores Ordas, Vice President of People and Culture, Mad Engine LLC; and Eric Ueno, SVP of Human Resources of Hot Topic Inc. 


Here are just some of the insights that were shared: 

  • Bryony Bouyer, Hasbro: “We always like to say that diversity and inclusion is not a strategy, it’s a value. Each of us own it differently. … This doesn’t work if our middle managers in particular aren’t driving it.”
  • Dolores Ordas, Mad Engine: “When you’re talking about inclusion, you’re talking about how do we leverage the different perspectives and skillsets to our strategic advantage?” a point that was echoed by Bouyer who said: “At the end of the day, multiple points of view drive innovation, which drives dollars.”
  • Eric Ueno of Hot Topic focused on the hiring process and said one key element was “paying attention to how you communicate with potential candidates – images, social posts, the words that you use, that those words reflect the goal of the diversity and inclusion and belongingness in your organization.” 
  • Cindy Levitt, Mad Engine said that transparency is key, in particular “making it a safe environment for everyone to talk about this very openly. … For everyone to really embrace it, we have to have an open forum internally to discuss it.”

Much of the conversation throughout the event centered on where and how organizations can start to take action. To that end, Licensing International is proud to share its new Diversity & Inclusion Toolkit, developed in conjunction with the Geena Davis Institute on Gender in Media. For the next month, Licensing International is making this Toolkit available to the global licensing community at large, after which time it will continue to be available to Licensing International members and partner trade organizations. 


Download your copy of the Diversity & Inclusion Toolkit here.

Licensing International

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