Market Mashup: ZAG, 9 Story, Boat Rocker

Loyalty programs, new consumer product partners and live events are some of the paths kidcos are taking to expand their brands this week.
May 25, 2022

By: Sadhana Bharanidharan and Ryan Tuchow

Business is booming at Licensing Expo in Las Vegas this week, and we’ve got you covered with updates on some of the biggest kids licensing deals coming out of the show.


The LA-based prodco has signed TCC Global as the exclusive loyalty partner in EMEA for its flagship franchise Miraculous—Tales of Ladybug and Cat Noir

TCC Global will launch new online and retail loyalty programs for the brand that include redemption rewards, sponsored products and digital games. Based in the Netherlands, the company has previously done similar work with Warner Bros. for Space Jam: A New Legacy, and with Mattel for Barbie and Hot Wheels.

9 Story Media Group 

9 Story and Karma’s World Entertainment have signed nine new North American licensing partners for Netflix series Karma’s World, which launched its second season in March and has a third on the way

Joining the brand’s consumer products program are Rubie’s (costumes), Accutime (watches), Sunstaches (glasses), Sprayground (bags), Trends (posters), ISlide USA (footwear), Prime 3D (puzzles), Zak Designs (dinnerware) and IG Design Group (cards). There are currently 40 licensees on the Karma’s World roster, including Fashion Institute of Technology and Retail Monster.

Boat Rocker 

The Toronto-based studio has partnered with live entertainment companies Fierylight and Terrapin Station Entertainment (a division of Sony Music Entertainment) to launch a Dino Ranch stage show in North America, the UK and Ireland.

Set for a 2023 launch, the touring production will feature dinos adventuring in a Wild West setting. Fierylight CEO Richard Lewis and musician Matt Lewis (Peppa Pig’s Best Day Ever) will write the script, and CAA agent Mario Tirado is booking the show’s North American dates.

Animated preschool series Dino Ranch premiered in January on CBC in Canada and Disney Junior in the US.


The Spanish prodco has named Bandai as the first master toy licensee for its series Milo (pictured, 52 x 11 minutes), a co-pro with UK animation studio Fourth Wall.

When it launches in spring 2023, the range will feature vehicles, playsets, figurines, role-play products, electronic educational toys and plush. The UK, Ireland, Portugal and Spain will be the focus of the initial rollout, with France, Germany and Italy expected to follow, according to a release from DeAPlaneta.

King Features 

Popular comic characters Popeye and Olive Oyl will be moving into more territories through several new licensing deals.

London-based Wildbrain CPLG will spearhead the brand’s growth in the Middle East, with help from Kuwaiti retailer Riva Fashion and UAE-based distributor Trucare FZC.

Meanwhile, licensing agent J&M Brands will launch the characters in the Netherlands, Belgium and Luxembourg with new apparel, food, health & beauty and eco-conscious partnerships.

And Mumbai-based Black White Orange is building an apparel line for the brand in India, brokering a deal with Universal Sportsbiz to launch a Popeye-inspired fashion collection from the clothing brand Wrogn.

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