A collection of new celebrity chefs are taking the licensing world by storm with their dynamic personalities and unique product extensions.
Game developer Atari is planning a mobile fitness app that incorporates its classic video games such as "Pong" and "Centipede" into exercise routines.
The University of California, Davis has partnered with alumni-owned business City Bicycle Company to create a branded bicycle.
FAM Brands is teaming up with Sakar International to develop fitness trackers and other electronic accessories under the Bally Total Fitness brand.
Winter sports brand Burton has unveiled a new limited edition holiday line of snowboards adorned with iconic starlet Marilyn Monroe.
Quiksilver has tapped The Faction Collective to design and manufacture a new range of freeride and freestyle skis under its Roxy brand.
Manchester United has entered a multi-year partnership with IVC to create a line of branded wellness products in China.
Weight Watchers launched a line of branded ready-to-eat cereals in partnership with Mom Brands, the largest family-owned cereal company in the U.S.
The Little Gym International is introducing SpongeBob SquarePants-themed Awesome Birthday Bash parties in partnership with Nickelodeon.
Two former Mattel and Spin Master execs have joined the team of the newly launched sports and entertainment brand–Day 6 Sports Group.
England's Rugby Football Union has teamed up with Wattbike for a range of branded exercise bikes and floor mats.
American Gladiators has launched a new fitness licensing program that will let trainers across the U.S. operate their own certified American Gladiators Fitclub.
Celebrity fitness trainer Jillian Michaels and Kmart will launch Impact by Jillian Michaels, a performance activewear collection for women, in stores this fall.
Brick Lane Bikes has appointed London-based consultancy firm Foundry Brand Consultants to gear up its licensing program.
Fitness company Zumba and GoNoodle, a provider of online physical activity breaks, have teamed up for National Childhood Obesity Awareness Month.
Majesco has put the development of new Zumba Fitness video game titles on hold.
Universal Partnerships & Licensing and Garmin International have teamed up to release The Biggest Loser-branded fitness devices.
Tommy Bahama and the California-based stand-up paddleboard (SUP) company Suplove have collaborated on a line of co-branded paddleboards.
My Gym Children’s Fitness Center has teamed with The Hain Celestial Group for a marketing campaign in the U.K. featuring Hain’s Ella’s Kitchen.
Mercis is planning a series of events featuring its character Miffy to promote exercise among kids in the Netherlands.
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