Industry News 2/7/2017

Nitro Circus Announces New European Agency Partnership with License Connection and the Licensing Locomotive

Nitro Circus, the world’s top action sports entertainment company, has tapped two new licensing agencies to launch a range of new consumer products in several European markets: License Connection in the Benelux (BLX) countries (Belgium, the Netherlands and Luxembourg) and The Licensing Locomotive in Spain, Portugal and Central Eastern Europe (Poland, Hungary, the Czech Republic, Slovakia, Slovania, Romania, Serbia, Kosovo, Bosnia, Albania, Montenegro, Croatia, Macedonia, Latvia and Lithuania).

“We are excited to partner with License Connection and The Licensing Locomotive,” said Cassie Dombrowski, Director of Global Licensing for Nitro Circus. “For half a decade Europe has been such a highlight of our live tours. So teaming up with industry leaders who have extensive experience in these key territories is a tremendous opportunity to expand on our brand footprint.”

“We are thrilled to represent this phenomenal brand for the BLX market and work with such a bold and innovative company,” said Daphne Kellerman, founder and owner of Licensing Connection. “We look forward to making Nitro Circus a success in the Benelux and laying the foundation for an extensive licensing rollout.”  

“It’s amazing for us to start working with Nitro Circus and launch a comprehensive licensing program in Central Eastern Europe and Iberia,” said Pablo Cabezas, Business Development Manager for The Licensing Locomotive. “Our team has a great deal of experience with this type of property and is very enthusiastic about the possibilities for Nitro Circus. Our plan is to start with key categories like apparel, sporting goods and toys in the major countries in these regions, such as Spain and Poland, then progressively expand.”

This news adds to Nitro Circus’ licensing winning streak over the past 18 months as it makes an extensive push across a variety of sectors. The company has already partnered with agencies in the United Kingdom and Eire (Lisle International), Australia and New Zealand (Velocity Brand Management), Canada (Branding Streams) and Mexico (Versa Licensing). Nitro Circus also has signed direct to retail agreements with Blue Inc in the U.K. and The Warehouse in New Zealand. The action sports collective will also continue to roll out an expansive collection of soft-lines and hard-goods worldwide, including apparel, sporting goods, toys, bikes, scooters and other ride on products, video games and more. Looking further ahead, Nitro Circus is pursuing emerging opportunities with skill-based casino gaming and virtual reality amusement park rides and experience.

About Nitro Circus:

Nitro Circus continues to position itself as the world’s leading youth action sports & entertainment brand. From humble beginnings in 2003 – with Jeremy Rawle, Gregg Godfrey and soon to be action sports superstar Travis Pastrana producing DVDs from a Utah garage -- to a smash TV series which has aired in over 60 countries, Nitro Circus has exploded to global popularity. In 2012, Nitro Circus: The Movie, featuring cast members from the hit television series, was released in cinemas worldwide. In 2015, Nitro Circus announced a partnership with NBC Sports Ventures. The multi-year strategic alliance features TV specials and live events, such as Nitro World Games, and series programming airing nationally in the U.S. on NBC and NBCSN as well as streamed on the NBC Sports App. 

The hit TV show was transformed by action sports industry guru Michael Porra into a must-see live event in 2010 creating the Nitro Circus Live global touring phenomenon. Since its inaugural Australian trek six years ago, the tour has travelled the globe, obliterating box office records and cultivating a legion of diehard fans. Nitro Circus has now rolled across five continents, blown away over three million fans and sold out shows in the United States, Canada, Europe, Australia, China, Japan, the Middle East and South Africa. After over 70 shows globally in 2016 and with more shows coming up worldwide in 2017, Nitro Circus is undoubtedly the world’s most successful action sports touring brand. For more information visit 

About License Connection:

License Connection is an International License Agent that connects top brands with a range of quality products in the Benelux. Daphne Kellerman is the founder and owner of License Connection. License Connection is a specialist in creating connections. The company devises creative concepts for its brand portfolio. It then translates these ideas into concrete sales promotions and licensed products and connects this to selected parties who have proven quality. This method creates both sustainable partnerships and successful campaigns. Since the start of the company in 2002, License Connection works closely together with the key principals of its partners.

License Connection is well known for its long lasting properties like Peppa Pig, Masha & the Bear, Forever Friends, and Discovery Channel. We not only focus on children’s brands, but with the recently added Sports Brands and heritage brands, our diverse portfolio is fulfilled from kids properties to an adult target group. 

License Connection has become the company where personal attention to all brands results in products and sales promotions, profit and value to all parties. License Connection is therefore known as the “local extension of your company.”

About The Licensing Locomotive:

Born eight years ago in Spain, The Licensing Locomotive (TLL) currently has offices in Barcelona and Warsaw, Poland. TLL was one of the first agencies considered a “Boutique Agency”, specializing in giving a customized answer and a tailor-made program to their partners. Also, it was one of the pioneers in having an international view of the Licensing market, which until recently had been fractionated in separate countries. 

The result is an agency with partners across Europe and known for its creativity and originality to search, select and represent the most innovative properties in the Licensing market.