Licensor Diageo and licensing agency Beanstalk are pairing to expand the Guinness beverage brand into new and broader categories.
The Goodyear Tire & Rubber Company has launched a new range of luggage and bags in Europe.
The Hershey Company has announced plans to grow its flagship Hershey’s Chocolate World store in New York City.
The Pabst Brewing Company, makers of Pabst Blue Ribbon beer, have tapped Stern Pinball to debut a new PBR-themed Can Crusher pinball machine at this year’s Comic-Con International: San Diego.
Twentieth Century Fox and Blue Sky Studios have partnered with Bazooka Candy Brands to feature the upcoming film Ice Age: Collision Course in a co-branded advertising campaign and online game.
Following the international release of Bogart’s Gin, the Humphrey Bogart Estate has expanded its partnership with Rok Stars to launch a range of Bogart Spirits gin and vodka in the U.S.
Perfetti Van Melle has joined forces with French car manufacturer Citroën to launch a special edition 1200 C1 Mentos car.
On the heels of the Hello Kitty Café Truck, Sanrio has opened the first Hello Kitty Café in the U.S.
Realtree, a camouflage designer and licensor, has tapped Turner Licensing to create a new line of merchandise inspired by the brand.
Following the announcement of NBA Stores in the Middle East, the National Basketball Association has tapped Spanish restaurant group AN Grup to open the first NBA Café in Europe this fall.
Kellogg’s has partnered with MSA Apparel for a line of young men’s and junior's fashion tops and fleece, in a deal brokered by The Joester Loria Group.
Goodyear is continuing to expand its reach beyond the tire aisle with the help of licensing agent IMG.
The NFL Players Association is joining forces with the Fire Department of New York for a limited edition t-shirt collection to celebrate FDNY's 150-year legacy.
Manchester United has appointed South Korean footwear brand Sbenu as the club’s official casual footwear partner in the country.
Electronic Arts is adding 16 Brazilian football teams to its video game "FIFA 16," which is set to be released later this month.
Perfumery Xyrena is working with Kentucky basketball player Dalton Maldonado for a signature fragrance from an openly gay athlete.
LMCA has been appointed to represent the electronics brand RCA for licensing in China.
Loudmouth is offering a limited quantity of licensed Major League Baseball pants and shorts.
British sports car manufacturer TVR has appointed the TSBA Group to represent its brand for licensing worldwide.
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