Although the brand is best known for racing, Goodyear now has its hand in the footwear, apparel and other consumer product categories.
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.
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.
Hundreds of executives from the brand licensing industry’s foremost companies will converge at the NYC Licensing Summit March 2-3 for two days of business building and networking as the event nears sell out.
Emirates Official Store, the branded merchandising arm of airline Emirates, has appointed Global Icons to serve as its exclusive worldwide licensing agent.
The New York Botanical Garden has partnered with luxury retailer Frontgate to release a series of reprints from the Rare Book and Folio Collection in the NYBG’s LuEsther T. Mertz Library.
PetSmart and Ellen DeGeneres’ lifestyle brand, ED, have joined forces to launch a new pet lifestyle brand exclusively at PetSmart.
4K Media has tapped the New Zealand Mint for a line of collectible silver coins engraved with characters and imagery from the animated series “Yu-Gi-Oh!”
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.
Sanrio has partnered with Züca to launch a new range of Hello Kitty luggage.
Dena Designs has partnered with three licensees for its Happi by Dena brand, in deals brokered by The Joester Loria Group, its exclusive licensing agent.
The Discovery Channel has partnered with 7-Eleven to celebrate the 28th annual Shark Week with an eight-week promotion.
The U.S. Army has partnered with Uniformed Scrapbooks of America to create a line of wall décor sourced from reclaimed wood.
TrueTimber Camo has partnered with G Mason Group to develop a new line of pet accessories.
Video game developer The Coalition has tapped Loot Crate to develop a subscription box based on “Gears of War 4”
U.K.-based KidsOut has partnered with OpSec Security, a company focused on protecting, authenticating and enhancing brands, to launch a new cause related licensing program for the charity.
The University of Texas and 289c Apparel have entered a multi-year agreement with The Northwest Company.
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