As new brands emerge and established brands evolve, kids are constantly investing their time with characters and properties in new ways. Once kids find something they like, they’ll want to see it throughout their toy box, in their wardrobe, and on the screen. With that in mind, we’re highlighting a selection of IPs that are making moves in the licensing world, including reinvented classics, new introductions, brands driven by digital personalities, and household names with incredible staying power. Look for a host of new toys, games, consumer products,  and experiences inspired by these brands to make their way into homes, classrooms, libraries, and retail shelves in the year ahead.

The popular YouTube musician and educator is expanding into toys and books! Rachel Accurso, best known as Ms. Rachel, creates educational videos for kids that focus on speech development and learning resources. The YouTuber, clad in blue overalls and a pink T-shirt, has partnered with Penguin Random House to release a series of Ms. Rachel-inspired picture books. Spin Master is the master toy licensee for the Ms. Rachel brand and will release a line of developmental and early childhood learning toys that include plush, puzzles, vehicles, playsets, and more. Ms. Rachel is repped by the Creative Artists Agency (CAA).

Visit CAA Brand Management at Licensing Expo in Booth No. G156

The Decora Girlz brand is full of color, creativity, and customization. The fashionable Girlz, available as 11-inch dolls and 5-inch mystery collectible dolls, come with colorful clothes and accessories to mix and match. Kids can use the included stickers to customize their dolls and add a unique touch. Playsets are also available. At press time, Cepia is said to be developing a full licensing program for the brand. 

Visit Cepia at Licensing Expo in Booth No. S192

Now in its 40th year, Paramount’s Teenage Mutant Ninja Turtles (TMNT) brand continues to expand following the theatrical release of last year’s Teenage Mutant Ninja Turtles: Mutant Mayhem. Later this year, kids can look forward to Outright Games’ Teenage Mutant Ninja Turtles: Mutants Unleashed on Nintendo Switch, Xbox, and PlayStation, and the debut of Tales of the Teenage Mutant Ninja Turtles TV series on Paramount+. Kids can also play with TMNT Mutations Mix and Match Figures (pictured below) and the TMNT Mutant Mayhem Role Play Masks from Playmates Toys. Other licensed products include ToyMonster’s Fugglers’ TMNT line; Hasbro’s TMNT-themed Monopoly game; action figures in various scales from TLS Toy, NECA, and Super7; and Mattel’s TMNT x Masters of the Universe mashup.

Visit Paramount Global at Licensing Expo in Booth No. O180

After spending three years acquiring IP rights from various parties, The Nacelle Co. is rebooting a range of toy lines and entertainment properties as an interconnected universe of storytelling spanning toys, animation, comics, and beyond. 

Visit The Nacelle Co. at Licensing Expo in Booth No. G232

The colorful bears have received a few makeovers, but they’re still a staple in kids’ hearts. CloudCo Entertainment licenses the brand in Heritage Style (with art from the ‘80s), Infant Style (known as Care Bears Baby), and the most recent redesign, which features a cartoon look. Kids can collect Care Bears-themed products, including an extensive “new-stalgic” toy line from Basic Fun! (left), bathing suits from Justice, and backpacks from Loungefly. Other products featuring characters from the brand, such as candles and waffle makers, are available from licensees Goose Creek and Uncanny Brands, respectively.

Visit CloudCo Entertainment at Licensing Expo in Booth No. D178 

The Pokémon Co. International continues to grow its namesake brand, now in its 28th year. New licensing deals are likely on the horizon following the release of Pokémon Horizons: The Series on Netflix this spring. An extensive licensing program spans all categories, including plush, arts and crafts, action figures, playsets, and walkie-talkies from licensees such as Jazwares, Build-A-Bear Workshop, Basic Fun!, Crayola, eKids (pictured), and Mattel.

Visit The Pokémon Co. International at Licensing Expo in Booth No. N180

YouTube content creator and philanthropist James “Jimmy” Donaldson, known across social media as MrBeast, is on the rise. The online personality creates extravagant videos featuring social challenges and large giveaways that captivate a younger audience. 

The MrBeast brand extends into food and beverage, apparel, sporting goods, and more. Following successful partnerships with Hasbro’s NERF brand (pictured above) and the NBA’s Charlotte Hornets, Donaldson inked a deal with Moose Toys under which the company will serve as MrBeast’s global master toy partner with an extensive range of products set to hit retail this fall.

Bluey, her sister Bingo, and their Mum and Dad continue to appear off-screen. BBC Studios recently partnered with Home Chef to release eight Bluey-themed meals, with each kit including a Bluey toy. Moose Toys also has new Bluey playsets lined up, and Crayola included the Heeler Family in its Color Wonder collection. Other licensing deals include Outright Games’ recent release of Bluey: The Video Game, a Spirograph art set from Hasbro and PlayMonster, and bubble bath soap from Happy Bubble.

Visit BBC Studios at Licensing Expo in Booth No. N204 

Following last year’s launch of a dedicated licensing program, Chuck E. Cheese is moving beyond being a purveyor of pizza. On top of re-imagined entertainment centers and a branded area at the California Dreamin’ Water Park, Chuck E. Cheese arrived in the frozen pizza section of Walmart and other grocers last fall. Now, Chuck E. Cheese has partnered with Bonkers Toys to launch Mystery Eggs at Walmart and on Amazon (pictured right) and will release co-branded die-cast race cars with Hendrick Motorsports and Lionel Racing this summer. Other licensing partnerships include BioWorld, Kidz Bop, Flatlander Foods, and Weldon Owen Publishing. CEC Entertainment tells The Toy Book that Chuck E. Cheese and his friends are prepping for further brand extensions — and new formats — as the company makes plans for the brand’s 50th anniversary in 2027.

A version of this feature was originally published in The Toy Book’s 2024 Licensing & Entertainment Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!