Black Lives Matter expands licensee base with tonies

As part of its growth efforts, BLM Licensing Committee is expanding its licensee base.

The groups’ growth has been accelerated further with a partnership with kids’ audio system tonies. Through this partnership, the Black Lives Matter Licensing Committee will work closely with tonies on their product development strategy and creative development.

Saphia Maxamed, founder of Black Lives Matter Licensing Movement, says: “Our group has identified an area where they can help move the industry forward by being a voice on how to diversify product ranges to ensure both authenticity and inclusivity. We are aware that not every category can carry our licence, after all, the products and partners need to make sense. However, we are extremely happy the industry is open to working through how they can best support the movement and make the changes needed to be supportive of the black community. Being able to give guidance to such an important partner in our industry is incredible, and we’re looking forward to working together.”

All monies received from the partnership will be donated to a beneficiary that will be announced in due course.

Liz Peters, Head of UK & Eire Portfolio at tonies, comments: “We are really happy to be working with the BLM Licensing Committee. Here at tonies, we are committed to diversifying our portfolio and it is extremely important to us to make sure we are getting the look and feel of the product, as well as the content, right. The advice and support we have received from the team at BLM Licensing has been invaluable to us in developing our portfolio of Tonies and we are delighted that our fee will be going back into the community.”

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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