Beanstalk and Tinderbox grow licensing portfolio with Electronic Sports League, Taco Bell and more

Brand extension agency, Beanstalk is celebrating another year of growth with the addition of some notable clients to its licensing portfolio.

Beanstalk’s digital division, Tinderbox has added the world’s largest esports company, Electronic Sports League, and has expanded its relationship with Activision by adding Crash Bandicoot and Spyro to its listings.

The American Cancer Society has chosen Beanstalk to represent the brand and to develop and launch a seal of approval licensing programme that will further the organisation’s efforts to spread word about preventing cancer.

Through licensing partnerships with manufacturers of consumer products that promote health and wellness, the seal will not only inform consumers of productrs that help prevent cancer, but will also increase awareness of the organisation’s breadth of services.

Beanstalk will identify partners in categories such as sunscreen, cosmetics with SPF, UPF suncare apparel and accessories, UV protectant sunglasses, UV protectant window film and glass and smoking cessation replacement therapy products.

Meanwhile, in the lifestyle space, Beanstalk will develop a licensing programme across a range of categories for the popular Taco Bell brand.

In digital, Tinderbox has been appointed to represent ESL, the world’s largest esports company, for licensing opportunities in North America and Europe. The firm will supports ESL by developing a consumer products programme that leverages the popularity of esports and connects fans to one of the largest growing spectator sports in the world.

Tinderbox will actively pursue opportunities in the lifestyle and consumer electronics sectors, including apparel, fashion accessories, gift and novelty, consumer peripherals, audio and gaming accessories.

Activision has also extended its partnership with Tinderbox beyond Call of Duty by appointing the agency to represent its videogame franchises Crash Bandicoot and Spyro for licensing in Europe. It will look for opportunities across accessories, fashion, apparel, collectables and consume electronics.

The agency will leverage the franchise’s retro appeal with existing fans while creating new touchpoints for its new audience.

President and CEO of Beanstalk, Allison Ames, said: “As brands continue to adapt and find new ways to creatively disrupt how they engage with consumers, licensing has become even more meaningful for brand owners as an authentic way to create long lasting and memorable products and experiences.

“We are both honoured and excited to be working alongside our new clients to build their brand-enhancing licensing programme that will further support their overall business and marketing goals and objectives.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

Check Also

Brands & Retail UK summer conference to wrap up with ‘Meet the Buyers’ Networking Party

Ryan Beaird, Event Director of Brands & Retail UK, has announced a new format for …