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News extra: More licensing news from this week

Including Playmates Toys and Wow Stuff being confirmed as master sponsors for The Light Fund English Channel Relay Swim.

Source rounds up more news from the licensing industry across the globe from the week.

The master sponsors have this week been confirmed for The Light Fund English Channel Relay Swim. Playmates Toys and Wow Stuff have both guaranteed five-figure sums to support the pivotal role of the two pilot boats transporting, supporting and protecting both six-member swim teams during the relay. The names of both companies will now appear on the two vessels: Pilot Boat Optimist and Pilot Boat High Hopes. In addition, some 70 other businesses working in the licensing industry have supported the swimmers with sponsorships varying from hundreds to thousands of pounds – covering everything from drinks bottles to deep sea water training, towels to film and drone technology. The money raised and pledged so far has taken the two teams almost two thirds of the way to their target of £250,000, which will be a record for any single Light Fund challenge. The swim is due to take place between 30 June and 3 July. You can visit the event’s JustGiving page by clicking here.

Brands with Influence has tapped Brandgenuity to serve as the exclusive licensing agency in the US and Canada for reality dating show, Too Hot to Handle. The agency will look to build a robust lifestyle programme for the steamy Netflix show which is now in its third season. Categories being targeted include swim and resortwear, beauty, beach gear, accessories and branded collaborations.

Simon Philips has joined the board of Falcon’s Beyond Global as the company eyes further growth. Simon has a raft of industry experience gleaned from roles at Marvel Entertainment International, The Walt Disney Company and 4Kids. He currently serves as md global consumer products at Moonbug Entertainment.

MGM is building momentum for Vikings: Valhalla with an expansive licensing programme following the debut of the new series on Netflix. Vikings has garnered 625 million cumulative views across its six seasons and 89 episodes and Vikings: Valhalla is the newest chapter. Building on the programme created for the original Vikings, MGM has already signed up partners including Hot Topic, C&A Modas, Marketing Licensed Products, Hybris Productions, TatooedNow!, Nastrovje and Ecell Global. In addition, Fungilobal Development, GB eye and Winning Moves are also on board.

King Features is partnering with Swedish slots specialist, Lady Luck Games to create branded digital game content featuring Popeye, Olive Oyl, Beetle Bailey and Flash Gordon. The new games will be available for players in slots across Europe and Asia for the first time. The first games will be showcased at ICE London in April.

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Across the EU7 (UK, France, Germany, Italy, Spain, Belgium and the Netherlands), licensing now makes up 27% of total spend in toy sales, rising from 22% in 2020, according to Circana....
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Panini has entered into a licensing partnership with The FA to create the first ever UK domestic football sticker collection to celebrate the Barclays Women's Super League....
Fanatics has secured a long-term agreement with leading US collegiate licensing company CLC to sell licensed fan merchandise from US colleges to UK and international fans of college sports....
STUDIOCANAL - in partnership with Mercis and Superprod Animation - has unveiled plans to develop and produce a new CGI series for classic brand, Miffy....
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