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The Joester Loria Group Celebrates 25 Years of Licensing Excellence

The Joester Loria Group Celebrates 25 Years of Licensing Excellence

The Joester Loria Group marks its 25th anniversary, celebrating a quarter-century of delivering award-winning licensing programs, brand extensions and strategic partnerships for some of the world’s most renowned and coveted brands.

Founded in 1999 by Licensing International Hall of Fame honorees Debra Joester and Joanne Loria, The Joester Loria Group (JLG) has been at the forefront of the licensing industry for 25 years. This milestone is a testament to the agency’s commitment to excellence, creativity, and unwavering dedication to delivering success for a diverse roster of clients.   Over the past 2 decades, JLG has earned recognition for its strategic brand extensions, identifying emerging trends and pioneering buzz-building collaborations.

In its first decade, JLG won recognition for orchestrating the return of Care Bears, appealing to the mothers who grew up with Care Bears and a new generation of fans.  With a strategy that delivered distinct, curated programs for infants, toddlers and teens, Care Bears became a top selling brand worldwide. The agency also garnered recognition for reinventing automotive licensing with a groundbreaking global lifestyle strategy for the Jeep brand, driving billions of dollars in sales with luggage, strollers, bikes, apparel and 650 Jeep dedicated stores on 3 continents. JLG continues its innovative work in the automotive sector representing Toyota Motors North America’s Toyota and Lexus brands.

Food and beverage brands have been a centerpiece of JLG’s portfolio since 2004, when PepsiCo retained the agency. Over the next decade, JLG   expanded that roster to include Frito Lay, WK Kellogg Co, Kellanova, Modelo, Corona and Pacifico Beers, Chiquita and McDonald’s, developing highly successful brand extensions and programs designed to enhance consumer engagement and brand affinity.

JLG’s literary licensing division covers celebrated brands such as The World of Eric Carle, Miffy and Dav Pilkey’s publishing franchise, including Dog Man and its licensing program for Dog Man extends to the DreamWorks/Universal feature film release in January 2025. The agency’s work continues to elevate Eric Carle’s legacy with award-winning products, promotional partnerships, and experiential brand extensions.  Similarly, the agency’s work with Mercis has established Miffy as a Gen Z favorite in North America.

“As we celebrate our 25th anniversary, we reflect on the remarkable journey that has brought us to this milestone. We are proud of our long-term relationships with clients, retailers,  and manufacturers and the strategic approach that ensures consumer engagement with our clients’ brands in unique and authentic ways.  On a personal level, I am incredibly proud of the entire JLG team, their professionalism and ability to deliver exceptional results,” said Debra Joester, President & CEO of The Joester Loria Group.

Looking ahead, JLG is excited about the future.  The agency remains committed to innovation and excellence, with a keen eye on cultural change and the dynamic, evolving marketplace.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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