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.
Licensing agency The Joester Loria Group has brokered several new deals to grow the Corona and Modelo beverage licensed product program in glasswares and bar and beverage accessories.
Studio 100 International has partnered with European grocery retailer Lidl for “Maya the Bee”-themed playgrounds in Slovakia.
The Texas Lottery will now feature the Gas Monkey Garage, an automotive restoration shop in Dallas, TX, on new $2 scratch tickets, in a deal brokered by Brandgenuity.
Syfy Labs, Syfy’s innovation lab and MakerBot have expanded their partnership through a line of exclusive 3D models based on five of the network’s original series.
Hallmark Cards has teamed with FTD Companies to offer an exclusive artist-designed floral and plant collection that celebrates special occasions throughout the year.
Global color authority Pantone, in partnership with its agent Crazy Bell Agency, has appointed Brand Central as its licensing representative for the U.S.
Licensing agency The Joester Loria Group has tapped Dope Couture, a Los Angeles-based streetwear and urban clothing brand, for a co-branded apparel range featuring Modelo Especial.
Licensing agency Moxie & Company has signed a raft of deals for multiple brands including Van Gogh Museum, British Motor Heritage and Nancy Drew, among others.
Coastal Limited has secured a number of new deals for several of its Southern California clients.
CBS Consumer Products has tapped FanSets to launch a collection of limited edition pins and pin sets inspired by “Star Trek.”
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