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From Screen to Store: WildBrain Strikes New Deals for Iconic Brands Ahead of Licensing Expo

WildBrain is expanding its iconic franchises — Teletubbies, Strawberry Shortcake, and In the Night Garden — with new consumer product partnerships ahead of Licensing Expo. The latest collaborations highlight the nostalgic appeal and enduring cross-generational fandom of these beloved properties.

“The fandom for our beloved franchises Teletubbies, Strawberry Shortcake, and In the Night Garden is soaring across demographics and territories around the world,” says Elizabeth Litten Miller, Vice President, Franchise Strategy at WildBrain. “Our latest licensing partnerships bring their pop culture appeal to life in unique, playful, and eye-catching ways.”

The House of Teletubbies World Tour kicks off this summer, featuring pop-up stores, event activations, and art installations. In June, the Teletubbies will partner with Siam Piwat for Bangkok Pride, leading the parade and hosting a pop-up shop and café. They will also collaborate with artist ONCH for an immersive pop-up at Kappa Toys at AREA15 in Las Vegas and appear at RuPaul’s DragCon LA.

New licensing partnerships for Teletubbies include Glisten Cosmetics’ eyeliner palettes inspired by the characters and Koi Footwear’s expanded range. In the U.S. and Canada, TeeTurtle will launch Teletubbies plush toys in summer 2025.

Strawberry Shortcake, celebrating her 45th anniversary, expands into food, beverage, and cosmetics. Retailer FYE will feature in-store takeovers, while digital nail salon Pamper Nails offers a themed mystery box. Skinnydip and Shein will launch new apparel collections. TeeTurtle will launch a range of scented plush toys for Strawberry Shortcake in July.

In the Night Garden continues to captivate preschoolers with new products from Tonies and Golden Bear.

For more information, visit WildBrain’s licensing agency, WildBrain CPLG in Booth No. J206 at Licensing Expo.

Licensing Expo attendees can visit The Toy Book and The Pop Insider in Booth. No. G234 to pick up copies of our new issues — while supplies last — and discuss opportunities with our brands.

Rev Up and Roll Out: Mattel, Hasbro Partner for Hot Wheels Transformers Collection

Mattel and Hasbro have teamed up to celebrate 40 years of Transformers. The Hot Wheels Transformers Collection features new collectibles that combine Hot Wheels products with fan-favorite Transformers characters.

The Hot Wheels Optimus Prime features his design from Generation 1. | Source: Mattel

The collaboration features new vehicles inspired by Autobots and Decepticons. | Source: Mattel

The Hot Wheels Skate line will feature fan-favorite Transformers characters. | Source: Mattel

The leader of the Autobots is ready to battle the Decepticons! Hot Wheels Transformers Optimus Prime is a stylish 1:64 scale vehicle that can convert from a heavy-duty truck cab to a towering robot. Modeled after his first appearance in Generation 1, this 1:64 scale die-cast collectible features attachable hands and an ion blaster.

The collaboration will also feature fan-favorite Transformers characters across popular Hot Wheels lines, such as Hot Wheels Basic Singles Assortment, Hot Wheels Silver Series collection, and Hot Wheels Skate.

These intergalactic robots will stay in disguise until later this summer, but be on the lookout for Hot Wheels Transformers Optimus Prime on May 21 exclusively at mattelcreations.com.

Hasbro to Launch ‘Transformers One’ Figures at Target

Hasbro will release new Transformers One figures at Target this summer.

We previously covered some of Hasbro’s new figure offerings inspired by the upcoming Transformers One movie. Now, the company has unveiled a full collection of additional figures.

Transformers One Quintesson High Commander ($19.99) | Source: Hasbro

Transformers One Ultimate Energon Optimus Prime (Orion Pax) ($29.99)| Source: Hasbro

Transformers One Energon Matrix Optimus Prime ($4.99) | Source: Hasbro

Transformers One Energon Glow Bumblebee (B-127) ($24.99) | Source: Hasbro

The Quintesson High Commander action figure is a 5-inch figure that can convert from robot to Cybertronian jet mode in 18 steps. It comes with an Energon cube accessory. The Ultimate Energy Optimus Prime (Orion Pax) stands at 10 inches tall and includes an Energon axe that can attach to the figure in both Cybertronion truck and robot modes. The Energon Glow Bumblebee (B-127) figure includes fan-favorite Bumblebee. The figure can convert from robot to Cybertronion car in six steps and comes with a blaster and sword.

Transformers One Race and Blast 2-Pack ($24.99) | Source: Hasbro

Transformers One Racing Warrior 3-Pack ($29.99) | Source: Hasbro

Transformers One Race Changers 2-Pack ($19.99) | Source: Hasbro

There are more than individual figures in this new release — the new figure series will also include packs with toys that are ready to race.

The Race and Blast 2-Pack includes a Megatron/D-16 figure and Whirlwing figure; the One Racing Warrior Pack includes an Optimus Prime/Orion Pax figure, a Megatron/D-16 figure, and a Mirage figure; and the Race Changers 2-Pack includes an Optimus Prime/Orion Pax figure and Megatron/D-16 figure.

Transformers One tells the origin story of Optimus Prime and Megatron. The movie is coming to theaters Sept. 20. The newest Hasbro Transformers One figures will launch this summer exclusively at Target.

Character Arts, Ruz Partner for ‘Rudolph the Red-Nosed Reindeer’ Plush

Character Arts, the exclusive licensor for Rudolph the Red-Nosed Reindeer, has expanded its licensing partnership with Ruz USA.

Under the new agreement, Ruz will release a range of Rudolph-themed plush products for the 2025 holiday season, including standard and animatronic plush. The company will also create and distribute a variety of Rudolph-themed novelty and seasonal items including home and tabletop decor, trains, PVC figurines, porch greeters, costumes, and more.

We are enthusiastic about expanding our partnership with Ruz and anticipate a very successful new line of plush. Ruz has built its reputation creating some of the most creative and modern plush formats in the market, and we are looking forward to working with them on an exciting new refresh for our Rudolph line.

– Danielle Flom, Director of Licensing, Character Arts

Ruz has been a licensee of Rudolph the Red-Nosed Reindeer since 2016 for a range of consumer products which expanded to include ornaments in 2022.

“Rudolph is a cornerstone property for the holiday season. With plush as an integral category, we will be able to offer retailers a well-rounded program,” says Howard Krotman, CEO, Ruz USA. “We value our relationship with Character Arts and are looking forward to building upon our already strong existing partnership.”

This year, Rudolph the Red-Nosed Reindeer is celebrating its 60th year on television. Celebrations will take place across retail channels and holiday events will be held at resorts and theme parks across the country. In addition, a national touring stage show, Rudolph the Red-Nosed Reindeer: The Musical, will run for its 10th year.

For more information, visit characterarts.com.

Mob Entertainment Makes ‘Poppy Playtime’ Deals with Legendary Entertainment, Scholastic

Transmedia entertainment company Mob Entertainment, known for its horror game franchise Poppy Playtime, has forged a deal for kids’ entertainment content with Legendary Entertainment and Scholastic.

Legendary Entertainment is the studio behind recent box office hits Dune: Part Two and Godzilla x Kong: The New Empire. As part of the deal, Legendary will adapt Poppy Playtime into a project with producers Don Murphy and Susan Montford of Angry Films.

“When we first started this journey, we followed our passion and created a series of games and brands with the purpose of inspiring and entertaining. We’ve always dreamed big and are thrilled to have created something that has captured the hearts of tens of millions around the world,” says Co-founders Zach Belanger, CEO, and Seth Belanger, CCO of Mob Entertainment. “This movie deal is a great logical next step in the growth of our transmedia entertainment company.”

In addition to the big screens, global children’s publishing, education, and media company Scholastic will also work with Mob Entertainment to launch the Poppy Playtime Orientation Notebook. Available now online at the Scholastic store and various local bookstores and retailers, the book offers an exploration into the mysterious realm of Playtime Co. and the intriguing origins of the characters.

To learn more about the company and stay updated on news and announcements, visit mobentertainment.com.

11:11 Media Co-Founders Paris Hilton, Bruce Gersh Plan Fireside Chat at Licensing Expo

Media personality and entrepreneur Paris Hilton is making her way to Licensing Expo!

The “Paris Hilton and 11:11 Media: Building a Global Brand across Culture, Content, and Commerce, and its Vision for Launching New Kids and Family Franchises” fireside chat will include Hilton and Bruce Gersh, co-founders of 11:11 Media.

Over the past 10 years, influencer brands have grown to become a trusted and sought-after franchise development opportunity. Whereas once they were met with skepticism in terms of longevity, today they are engines of true and authentic engagement.

Amanda Cioletti, Vice President, Content and Strategy, Global Licensing Group, Informa Markets, Organizers of Licensing Expo

Moderated by industry leader Elie Dekel, the discussion will offer insight into the strategies driving 11:11 Media’s success. 11:11 Media will also give attendees a preview of future plans for the company, including the development of new entertainment franchises and expansion into the kids and family industry.

11:11 Media has seen the successful release of a number of consumer products, with licensing partnerships across categories such as beauty, home, pets, and more. “11:11 Media is at the forefront of a new approach to building franchises for the next generation of audiences,” Dekel says. “Today’s audiences are more actively engaged in their fandoms than ever before, and Paris connects with her global fanbase better than anyone.”

This year’s Licensing Expo will run from May 21-23 at the Mandalay Bay Convention Center in Las Vegas. The fireside chat featuring Hilton will take place on Wednesday of the show, May 22.

Be sure to connect with The Toy Book and The Pop Insider at Licensing Expo at Stand No. G234. Click here to view our profile page on the Licensing Expo Meetings Platform.

Lisa Streff Appointed as Global Merchandising’s SVP of Licensing & Brand Development for North America

Global Merchandising Services, a leading music, celebrity, and lifestyle merchandising company, appointed Lisa Streff as Senior Vice President of Licensing & Brand Development for North America.

Streff joins the Global team with an extensive background in music merchandising and brand development. She served as Senior Vice President of Global Licensing for Universal Music Group’s Epic Rights and Bravado rosters, where she oversaw worldwide licensing for artists including David Bowie, AC/DC, and Tupac.

In her new role, Streff will collaborate closely with Global’s Head of Licensing Jens Drinkwater and Director of Licensing Mary Kean to expand the company’s North American licensing programs and broaden its rights representation services.

Founded in 2008 by Barry Drinkwater, Global has established itself as a provider of merchandising solutions for some of the world’s most iconic artists, including One Direction, Beyoncé, and The Grateful Dead.

“It has been a thrilling ride over the past 10-plus years working in the world of music merchandising starting with my mentor Dell Furano’s Epic Rights through Universal Music Group and now joining the amazing team at Global,” Streff says. “I am excited to dive in with Jens and Mary to further build the program of Global’s slate of world-class artists.”

Hasbro Unveils BEYBLADE X Transformers Line

Hasbro has launched Transformers-themed BEYBLADE XTREME tops. The BEYBLADE x Transformers collaboration, available exclusively on Amazon, comes during BEYBLADE’s 25th anniversary. There are currently two mulitpack sets in the collection: the BEYBLADE x Transformers Optimus Primal 3-60F vs. Starscream 3-80N Multipack Set and the BEYBLADE x Transformers Optimus Prime 4-60P vs. Megatron 4-80B Multipack Set.

Optimus Primal and Starscream are featured on the Tops. | Source: Hasbro

The packaging provides detailed information about the Tops. | Source: Hasbro

The BEYBLADE x Transformers Optimus Primal 3-60F vs. Starscream 3-80N Multipack Set includes two right-spinning tops and two launchers. The tops feature images of the Transformers Optimus Primal and Starscream and the launchers feature the Transformers brand name. The set is available to preorder on Amazon now.

Optimus Prime and Megatron are featured on the Tops. | Source: Hasbro

Kids can learn about the Tops while reading the packaging. | Source: Hasbro

The second multipack, the BEYBLADE x Transformers Optimus Prime 4-60P vs. Megatron 4-80B Multipack Set, includes two right-spinning tops featuring images of Optimus Prime and Megaton. It also includes the two white launchers with the Transformers name. The multipack is available to preorder on Amazon.

Kids can launch directly into a battle with either set or reconfigure the tops’ interchangeable blades, ratchest, and bits with other BEYBLADE X Tops. BEYBLADE X authentic Takara Tomy die-cast mental Tops feature the X-Celerator Gear System. Beystadiums are not included in either set.

In addition, the BEYBLADE X App will launch on June 1, on which iOS and Android users can scan the BEYBLADE x Transformers Tops to unlock digital rewards and keep track of their BEYBLADE Top collection in the “Beylocker.” There will be several ways for users to earn digital rewards as they play against other Bladers on the app.

Both sets ($24.99 each) are designed for kids ages 8 and up and will be released in July.

Sambro Appoints Chris Hylton as CFO

Sambro International, a global licensed toy supplier, has named Chris Hylton its CFO.

In his role, Hylton will lead Sambro’s UK-based financial operations. He will work closely with Paul Blackaby, CEO of Sambro, and the senior leadership teams to support company growth.

Sambro is a fantastic toy company and it’s great to be part of a team which not only has a drive towards commercial goals but also an abundance of fun, creativity, and ambition. It’s the people-led approach to business that is a big draw for me and there is enormous opportunity in the business to drive value for our people, customers, and shareholders.

– Chris Hylton, Chief Financial Officer, Sambro International

Hylton was previously the Group Commercial Finance Director at retail platform N Brown Group and has more than 20 years of experience in finance, including commercial finance and financial leadership roles.

“Chris’ appointment is very important for us and helps us bolster the experience and expertise of our senior leadership team as we look to deliver on our strategic objectives and growth plans over the next few years,” Paul Blackaby says. “Chris has already hit the ground running, proving to be a valuable and passionate addition to the Sambro team.”

To learn more about the Sambro team and company mission, visit sambro.com.

Lemada Light Industries, Hasbro Games Partner for Rummikub Distribution

Lemada Light Industries and Hasbro Games teamed up to expand Rummikub’s reach. Hasbro will have exclusive distribution rights to the game in North America, in addition to its already established Rummikub distribution rights within France.

“This partnership with Hasbro is a monumental moment for our company and for Rummikub,” says Micha Hertzano, Co-Founder of Rummikub. “Joining forces with a global leader like Hasbro opens endless possibilities and ensures that our game will reach even more players around the world.”

Lemada Light Industries manufactures the Rummikub game. | Source: Rummikub YouTube

Rummikub is a tile-placement game created by Ephraim Hertzano back in the 1950s. Hertzano was inspired by his time spent living in Romania, during a period when card playing was outlawed in the region. He aimed to create a game that had no ties to a specific language or religion so anyone could play it.

“Adding this beloved game to the Hasbro family is a testament to our commitment to timeless classics that bring families and friends of all ages and generations together for fun and meaningful social interactions,” says Brian Baker, Senior Vice President of Board Games at Hasbro.

Hasbro’s Rummikub will be available this fall, with additional plans to expand offerings next year.

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