Fifteen years after its TV debut on Nickelodeon, SpongeBob SquarePants remains an international pop culture icon with expanded merchandise lines and new collaborations.
Manchester United has entered a multi-year partnership with IVC to create a line of branded wellness products in China.
Atari, in partnership with FlowPlay, has launched the social casino game "Atari Jackpots," which brings casino-style play to an online, multi-player game.
U.K. sports brand Extreme's energy drink, Extreme Energy, is now available in more than 3,000 bars and clubs across the U.K.
NASCAR has teamed up with property developer AMP Group USA to open I-Drive NASCAR, a new indoor, high-performance kart racing facility in Orlando, Fla.
The Freestyle Football Federation has commissioned Northern Creative Studio to create a team of animated characters to promote the fast-growing sport.
Nickelodeon has signed on to broadcast “WWE Slam City,” WWE’s kids' animated short-form series, on the NickSports programming block on Nicktoons.
New York City-based licensing and branding agency The Wildflower Group has signed a new partner for fishing brand Rapala.
AutoTrader.com has signed a multi-year renewal of its partnership with Turner Sports and the National Basketball Association.
Bleacher Creatures has launched its 2014 NHL player plush collection, with Sidney Crosby of the Pittsburgh Penguins and Alex Ovechkin of the Washington Capitals.
Two former Mattel and Spin Master execs have joined the team of the newly launched sports and entertainment brand–Day 6 Sports Group.
Kimberly-Clark and the National Hockey League have renewed and expanded their multi-year partnership in North America.
Licensing Expo has announced plans to add a 5,000-square-foot motorsports-themed feature area in 2014.
American Gladiators has launched a new fitness licensing program that will let trainers across the U.S. operate their own certified American Gladiators Fitclub.
Just Promotions has teamed up with Australia’s National Rugby League to develop NRL mascot character meet-and-greets.
New York Toy Fair wrapped up its 111th year yesterday, after playing host to major releases from Disney, Nickelodeon, CBS, Funko and even the NBA.
Bazooka Candy Brands is expanding its line of Major League Baseball-branded Ring Pops this season to include new teams.
Early-career photos of Muhammad Ali are now available from USA Today Sports in conjunction with the launch of the USA Today Sports e-store.
Warner Bros. Consumer Products has joined forces with Hendrick Motorsports to develop consumer promotions and original content.
Top motorsports licensor is Polaris is extending its racing, recreational, utility and all-terrain vehicles across multiple product categories.
Mask-arade has launched a new range of officially licensed WWE facemasks.
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