By: Cole Watson and Ryan Tuchow

Spin Master 

The Point.1888 (UK), Segal Licensing (Canada) and HAVEN (New Zealand) have signed on as the first licensing agents for Spin Master’s new fantasy-adventure franchise Unicorn Academy. The Toronto-based company has also built out the brand’s licensing program with new North American partners including Accessory Innovations (backpacks and headwear), Jay Franco and Sons (home goods) and Centric Brands and Taste Beauty (sleepwear and beauty products). A movie premiere event and series (eight x 22 minutes) will launch globally on Netflix this fall, with an additional 250 minutes of short- and long-form Unicorn Academy content planned through 2025. 

Supercell

Hot off of hiring Curtis Lelash as head of film and TV in May, Finnish game developer Supercell is expanding its World of Clash games into licensing for the first time. WildBrain CPLG is now the company’s global licensing partner and will represent its games—including popular mobile titles Clash of Clans and Clash Royale—everywhere except China. The plan is to launch products in categories such as toys, apparel, publishing, collectibles and housewares. Supercell’s games, which it collectively refers to as its World of Clash franchise, have generated more than four billion combined downloads globally, according to the developer. 

Minecraft 

Microsoft has been busy building licensing deals for its flagship gaming franchise. Joining the program in the US and Canada are Crayola (seasonal and party products), American Greetings (cards), Crunch Pak (food and beverage) and Dynacraft (sporting goods). Internationally, Bladez Toys will make arts & crafts products for the UK, Europe and Australia; Procos is producing party favors for Europe; and Andromeda is working on back-to-school products in Mexico. Minecraft (pictured) is the best-selling video game of all time, and its developer—Microsoft-owned Mojang—is expanding into bona fide franchise territory with an animated feature film from Warner Bros. Animation and Legendary Pictures due out in April 2025. 

Scentco 

New York’s United Talent Agency (UTA) has signed on to represent The Bedtime Defenderz’ content and publishing interests in North America. Scentco launched the toy brand in 2022 with an initial wave of plush products and comic books. And it’s expanding into content this year with a 12-episode series from Nashville-based Armada Content premiering in the fall on YouTube.