Although the brand is best known for racing, Goodyear now has its hand in the footwear, apparel and other consumer product categories.
The Royal Horticultural Society has tapped the Gourmet Candy Company to create a range of branded chocolates and sweets.
The Goodyear Tire & Rubber Company has renewed its licensing representation for its non-tire merchandise with IMG.
Kellogg’s will transform its New York City restaurant into a limited edition Pop-Tarts Café until Sunday, Feb. 26.
Just Born Quality Confections, makers of Mike and Ike and Hot Tamales, has teamed up with 2K Sports and NBA All-Star Paul George to promote the annual sports video game “NBA 2K17” and introduce a series of promotional packaging.
Gold’s Gym has partnered with C+A Global to develop a line of branded protein powders and small kitchen appliances.
The Smiley Company has partnered with Vittel to create an on-pack promotion to help promote the water brand’s smaller format bottles this year.
M-Sport, Ford Motor Company’s rally partner and winner of multiple rally and FIA WEC championships, has named Global Icons as its exclusive worldwide licensing agent.
The National Basketball Association and Gatorade have entered a multi-year partnership where the NBA Development League will be renamed the NBA Gatorade League.
M&M’s has teamed with CandyRific to create a line of patriotic novelty candy items.
Taco Bell Canada has partnered with celebrity designer Hayley Elsaesser to launch an exclusive TaCoat, the first-ever winter coat inspired by Taco Bell’s crunchy taco.
Warner Bros. Consumer Products has extended its partnership with Party City for a full range of costumes and accessories based on its portfolio of brands.
Miranda Lambert has teamed with Petmate to launch the MuttNation Fueled by Miranda Lambert brand.
Lifestyle label Lucky Brand has partnered with NASCAR to create a line of vintage inspired t-shirts.
WWE and Authentic Brands Group are taking the fitness and training brand Tapout to J.C. Penney with a brand-new apparel line in nearly 300 stores.
Dylan’s Candy Bar has appointed IMG as its worldwide licensing agent to expand its brand globally across multiple product categories.
Martha Stewart Living and Martha Stewart Digital have partnered with Church & Dwight, the makers of Arm & Hammer, to launch a spring cleaning content series called Martha University.
Steel Urban Licensing, licensor of Graffiti Greetings, has partnered with Card.com to launch a line of pre-paid debit cards featuring various graffiti works in the U.S.
Creative Artists Agency has launched a new full-service culinary marketing and hospitality arm–CAA Culinary.
Celine Dion has partnered with Epic Rights and Prominent Brand + Talent to launch her collection of Celine Dion lifestyle products and services.
Activision Publishing has partnered with McDonald’s to include “Skylanders Superchargers” toys in Happy Meals at participating McDonald’s restaurants across North America.
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