New York, New York, September 21, 2018 - Following the acquisition of the CRAFTSMAN brand by Stanley Black & Decker (NYSE: SWK), Beanstalk, a global brand extension licensing agency, has been selected to represent CRAFTSMAN for licensed consumer products. Beanstalk will serve as CRAFTSMAN’s exclusive licensing agency and will represent the brand globally.

Beanstalk has a long-standing relationship with Stanley Black & Decker, and together, have created one of the most successful and comprehensive licensing programs within the tool and hardware industry. With over 70 Stanley Black & Decker licensees worldwide selling licensed products in more than 90,000 doors, the licensing program delivered $1.55B in annual retail sales in 2017.

Beanstalk will now apply its strategic vision, award-winning category expertise, and best practices to the CRAFTSMAN brand’s licensing program, aiming to replicate the success it has achieved for the Stanley Black & Decker licensing program. The agency will leverage its wide-reaching relationships with best-in-class manufacturers to round out CRAFTSMAN’s consumer product offering with new close-to-core products.The CRAFTSMAN brand will launch at Lowe’s, ACE, Amazon and other key retailers throughout 2018.  

Beanstalk’s President & CEO Allison Ames commented, “We are truly honored to represent one of the most famous and recognized brands today. Everyone has a CRAFTSMAN story. It is an iconic brand that speaks to American values. Building on CRAFTSMAN’s longstanding reputation with both core and new consumers through fresh and innovative products will be one of the most exciting brand launches in the second half of 2018.”


CRAFTSMAN is the American icon that homeowners, home builders, auto enthusiasts and master mechanics have trusted since 1927 – and today’s CRAFTSMAN continues that legacy. With a focus on reliable, high-performance tools, storage and equipment, CRAFTSMAN has revived its long-established pride in superior quality. Now it’s easier than ever to get the tools trusted for generations at more places than ever. For more information visit or follow CRAFTSMAN on Facebook, Instagram and Twitter.

About Stanley Black & Decker

Stanley Black & Decker, an S&P 500 company, is a diversified global provider of hand tools, power tools and related accessories, electronic security solutions, healthcare solutions, engineered fastening systems, and more. Learn more at

About Beanstalk

Beanstalk, a global brand extension agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer.

Beanstalk offers a breadth of services including brand representation, manufacturer representation, icon representation, retailer partnerships, STUDIO B creative services, approvals management, legal and financial services, and royalty auditing. Blueprint – Powered by Beanstalk, our consulting division, advises clients through four key practice areas: brand extension + retail development, research + insights, design + identity, and operations + governance. Tinderbox, our digital division, works with gaming and new media properties to realize their potential in the world of consumer products. The company is headquartered in New York, with offices in London, Miami and Cincinnati and affiliates throughout the world. For more information, please visit Beanstalk is a part of the DAS Group of Companies.


About The DAS Group of Companies

The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (, is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.


                                    For further information:                                

Katie Riccio










Treasure X toy line launched in the US market July 2018


MELBOURNE, AUSTRALIA. – Today, Moose Toys announced that it has signed with The Licensing Shop Inc. (TLS) to launch a licensing program based on their new toy sensation Treasure X in the US and Canadian markets. Treasure X toys launched in July of this year and the sales are exceeding expectations with many retailers already calling it a hot toy for the 2018 holiday season. Treasure X is a hyper unboxing experience combining elements that children love including digging, treasure hunting, collecting and great story-telling. Treasure X is unique in that it contains 10 levels of adventure and the chance to find REAL GOLD! The first season launches with 24 high quality collectible characters and 8 gold treasures to collect. The toys are supported with a multifaceted marketing campaign including television and digital advertising, webisodes, social media and more. The first official Treasure X trailer has already reached over 7.2 million views. ( and the first Treasure X webisode is now live with another 7 to be released prior to Holiday 2018. (

The licensing program is planned to roll-out a year after the toy launch in the back-to-school window of 2019. Publishing, trading cards and board game categories will lead the way, followed by apparel, bags, stationery and accessories.

Dianne Bellchambers, Moose Toys’ Global Head of Licensing, explains, “Treasure X has received an overwhelming positive reaction. It’s a brand that can easily translate into other product categories. We are delighted to be working again with TLS to negotiate this strong interest amongst so many quality partners!”

Steve Fowler, President of TLS, continues, “We are honored and look forward to working with Moose Toys on this original and entertaining boys’ property. Our team will work with Treasure X licensees to strategically translate the special Treasure X brand elements into equally entertaining licensed consumer product executions.”


Moose Toys exists to make children happy. The team has innovation in their DNA and are famous for the design, development and manufacture of award winning toys that continue to disrupt the market! Moose Toys dominates in categories including collectables, craft, dolls, games and youth electronics and is consistently recognised as the most creative company in the industry.

The family run business disrupted the toy industry with the global phenomenon Shopkins and through these pintsized characters, reinvigorated the way children play. The success of the company extends to the development of content, entertainment and global licensing deals. Moose calls Australia home, has over 400 staff and distributes to over 100 countries.


For more information, contact:

Nancy Fowler | | (416) 322-7300 ext. 2



editors page

Experiments in Brick and Mortar

McDonald’s opened its new flagship location in downtown Chicago this summer. Complete with a mini-arboretum to help earn high LEED certification, 27-foot-tall windows to let in the sun and touch-screen kiosks that allow guests to customize their meals, this is the state of the art in the modern retail or foodservice experience.

Or so I was thinking when my order arrived at my table.  (Yep, no more standing aimlessly at the counter with other bored McDonald’s customers.)


EC Brand Logo 4c Holding


The Joester Loria Group Expands World of Eric Carle Program with Bedding and Room Decor from Jay Franco


  • The Joester Loria Group has brokered a new deal for their client, World of Eric Carle, to expand on their current program with bedding and room decor collections from Jay Franco for the U.S. and Canada.
  • Jay Franco, a leader in the bedding, bath, and beach industry for over 60 years, will capture the essence of the World of Eric Carle brand by creating an extensive bedding and room décor line utilizing the much loved The Very Hungry Caterpillar along with other iconic characters from Carle’s beloved books to create collections that capture the playful theme of the brand and emphasize the iconic collage art and all-over prints.
  • The collection will include a variety of home products, including bedding for juvenile, toddlers and infants, bath towels and accessories, pillows, beach, storage and travel items and be will be introduced during Market Week, September 24th – 27th.
  • “Bedtime stories marry perfectly with our product categories. And given the heritage and reach of the Eric Carle stories, we are so pleased to be offering bedding, bath and beach product to the marketplace in a variety of sizes ranging from newborn through pre-school. Our designs are bright, youthful and playful paying homage to 50 wonderful years of storytelling”  -Elisha Gordon, VP of Licensing
  • The World of Eric Carle is the award winning publishing franchise that features timeless stories and iconic characters. With 144 million books sold, the brand is a staple in schools, libraries and homes around the world for over three generations. The global consumer products program has experienced exceptional growth in over 35,000 doors in better retail channels in 15+ countries.
  • With over 145 licensees and promotional partners the brand extends into all major categories including: toys, games, apparel, accessories, home décor, social expressions, stationery, gift, feeding, classroom supplies and mobile apps.
  • The Very Hungry Caterpillar, one of the top selling children’s books of all time which has been translated into 60 languages and has sold over 45 million copies since its publication in 1969.

About World of Eric Carle™

World of Eric Carle™ is a design-driven licensing and merchandising program based on the beloved picture books by Eric Carle. A prolific author and artist, Eric Carle has written and illustrated more than seventy books which have sold over 144 million copies worldwide. Like his books, The World of Eric Carle brand draws upon Eric Carle’s approach to creativity, discovery, play and development. Licensing and merchandising programs are ongoing in the US, Japan, China, UK, Australia and Europe. For more information, please visit:


Jay Franco and Sons, Inc. is the leading importer in the licensed Home Furnishing industry featuring Bedding, Bath, and Beach accessories for over 60 years. The company prides themselves on providing their customers with superior expertise, expansive and innovative production capabilities, the latest textile fabrications, and selling their products in mass merchants, department stores, and specialty retailers nationwide for the best price. Jay Franco and Sons, Inc. has affiliated offices in Taiwan, Shanghai, India, and Pakistan.

About The Joester Loria Group

The Joester Loria Group,, is an award-winning full-service licensing and brand extension agency, representing Pepsi-Cola North America; Constellation Brands Beer portfolio including, Corona Extra (the #1 imported beer in the U.S.) and Modelo Especial (#2 import beer in the U.S.); Kellogg’s portfolio of cereal and snack brands; Entenmann’s baked goods; Jack Link’s meat snacks; Cabot Creamery, The World of Eric Carle™ including The Very Hungry Caterpillar; Waste Management;; and Stikbot by Zing.


The Toy


The LEGO® Group Named Official “Adopt-the-Pig” Toy Bank Sponsor for 2019


New York, NY | September 13, 2018 – The Toy Foundation (TTF) proudly announced today that The LEGO® Group has been named as the official “Adopt-the-Pig” sponsor of TTF’s Toy Bank for the remainder of 2018 and all of 2019. The 82-year-old toy company is deeply committed to philanthropy; its sponsorship of The Toy Bank includes a $10,000 donation in support of the Foundation’s mission to bring joy, comfort, and learning to children in need through toys and play.

“We are extremely grateful for LEGO’s ongoing support and steadfast commitment to our cause! While the donation of toys is always critical, the funding we receive from individuals and corporate sponsors makes it possible for us to actually get toys into the hands of deserving kids all over the world,” said Jean Butler, executive director of The Toy Foundation. “LEGO’s sponsorship will help The Toy Bank bring the magic of play to more than a million children in need throughout the coming year.”

LEGO has been a longtime supporter of the Foundation’s work. The company has generously donated toys over the years to support The Toy Bank, and has participated in other Foundation programs, including TTF’s integral Play Your Part events which benefit underserved and foster care children nationwide.

As TTF’s year-round signature giving program, The Toy Bank collects millions of toys from generous toy companies and distributes them to a network of carefully-vetted children’s charities. Since its inception in 2003, The Toy Bank has provided more than $200 million in toys to more than 25 million children in need, making play possible for kids who are undergoing medical treatments, living in poverty, in foster care, coping with military life, suffering from abuse, or otherwise in need.

About The Toy Foundation

The Toy Foundation (TTF) is a 501(c)3 children’s charity whose mission is to provide joy and comfort to children in need through the experience of toys and play. TTF serves children who are coping with serious illness, enduring temporary home placements in the foster care system, suffering from abuse or neglect, experiencing separation from a deployed military parent, or dealing with devastating natural disasters. To date, TTF’s signature program, The Toy Bank, has provided more than $200 million in toys to more than 25 million children in need around the globe, thanks to its generous toy donors.

About the LEGO Group

The LEGO Group is a privately held, family-owned company with headquarters in Billund, Denmark, and main offices in Enfield, USA, London, UK., Shanghai, China, and Singapore. Founded in 1932 by Ole Kirk Kristiansen, and based on the iconic LEGO® brick, it is one of the world's leading manufacturers of play materials.

Guided by the company spirit: "Only the best is good enough”, the company is committed to the development of children and aims to inspire and develop the builders of tomorrow through creative play and learning. LEGO products are sold worldwide and can be virtually explored at

For more news from the LEGO Group, information about our financial performance and responsibility engagement, please visit

LEGO and the LEGO logo are trademarks of the LEGO Group. ©2018 The LEGO Group


Kristin Morency Goldman
The Toy Association


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