At Hasbro, not everything is fun and games. There are also fashion products, movies, television shows, digital apps and a variety of innovative ideas to tell the story of the company that introduced the world to iconic products such as Mr. Potato Head, the Monopoly game or one of the first action figures, G.I. Joe.

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For Joel Barnett, there’s more to licensing a brand than just placing a name on a product and putting it on store shelves. Barnett, the owner of Irvine, Calif.-based boutique licensing agency Brentwood Licensing, believes in understanding the needs of his clients and what makes their brands unique.

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The publishing business may have changed a lot over the last decade, but that doesn’t mean established companies can’t build on past success. Andrews McMeel Publishing sees great opportunities ahead that should lead to more decades of leadership.

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Some firms might focus on supplying only one end of the market, but that is not the case at Concept One Accessories, CEO Sam Hafif says. “We are very diverse,” he asserts. “We supply everyone from Walmart to Saks Fifth Avenue.”

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For pet owners and anyone with a deep love and concern for animals, the ASPCA® (The American Society for the Prevention of Cruelty to Animals®) is one of the most recognized nonprofit organizations in the country. As a household name in the pet world reaching hundreds of millions of people through online and television advertisements, the ASPCA name carries considerable weight and value, especially among cause-conscious consumers.

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Animal Planet has been a leader in the toy and pet categories for more than 10 years. Four years ago, Discovery Communications retained The Joester Loria Group (JLG) to further develop and execute the licensing programs for Animal Planet.

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The American Kennel Club is reaching beyond its traditional base of pedigree dog owners and breeders while staying true to the values that have guided it for 128 years.

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Thanks to the array of hit films and properties from Universal Pictures, Universal Partnerships & Licensing has the opportunity to create desirable licensing, branding and marketing programs. Part of NBCUniversal, Universal Partnerships & Licensing leverages the inherent brand strength within each title. It reviews the film’s target audience and script, and takes into account whether the title is a sequel.

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