Joester Loria
Joester Loria Group is a privately held, full-service global brand licensing agency founded in 1999 that represents marquee brand owners including Toyota, World of Eric Carle, Miffy, PepsiCo, Corona, and Pringles, building licensing programs across apparel, accessories, food, and home categories worldwide.
- Company typePrivate
- Founded1999
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Joester Loria does
Joester Loria Group (JLG) is a privately held, full-service global brand licensing agency founded in 1999 by Debra Joester and Joanne Loria, headquartered at 30 Irving Place, New York City. The firm represents brand owners and intellectual property holders — including Toyota, World of Eric Carle, Miffy, Dog Man, Captain Underpants, PepsiCo (Cheetos, Pringles, Mountain Dew, Doritos, Ruffles, Rice Krispies Treats, Pop-Tarts, Eggo, Honey Bunches of Oats, Sparkling Ice, Cheez-It), Corona, Modelo, Victoria, Pacifico, Chiquita, Papyrus, Kibbles n Bits, 9 Lives, and Line Friends — across apparel, accessories, footwear, food extensions, home goods, and experiential categories. Its services span brand representation and consulting, manufacturers representation, creative and product development, licensing and collaborations, business development, program management, retail and marketing, finance and operations, and a "Systems" product for contract management, financial reporting, and product approvals.
JLG monetizes through licensing agency commissions earned on royalty streams generated on behalf of its licensor clients, with no publicly disclosed pricing model and custom-arrangement agreements per program. Its go-to-market is sales-led and relationship-driven, leveraging deep retail and manufacturer contacts across product categories and global geographies (U.S., U.K., Japan, China, Australia, Canada). The agency's stacked accolades — 24 Licensing Excellence awards from License Global, LIMA Hall of Fame induction in 2014 for its co-founders, and consistent annual nominations — together with marquee enterprise anchors (PepsiCo for over 25 years, Penguin Young Readers for nearly 15 years, Toyota globally) underpin a defensible market position. No proprietary technology platform or AI/ML capability is disclosed in available materials; the offering is fundamentally service-based and human-capital intensive, with 11–50 employees.
Joester Loria firmographics
Firmographics- Name
- Joester Loria
- Legal name
- Joester Loria Group
- Website
- https://joesterloriagroup.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Joester Loria Group is a privately held, full-service global brand licensing agency founded in 1999 that represents marquee brand owners including Toyota, World of Eric Carle, Miffy, PepsiCo, Corona, and Pringles, building licensing programs across apparel, accessories, food, and home categories worldwide.
- Ownership category
- akta.pro rank
Joester Loria industry classification
Industry- Product category
- Brand Licensing Services
- NAICS
- Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Management Services (8741)
- akta.pro primary industry
- Luxury Licensing & Brand Management (CRAKAFAL)
- akta.pro secondary industry
- Luxury Fashion Licensing & Brand Extensions (Fragrance/Beauty/Home) (CRAAAFAO)
Keywords
Where Joester Loria is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Joester Loria business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Licensing Agency Fees / Commission: JLG earns revenue as a licensing agent by representing brand owners and helping them secure licensing partnerships with manufacturers, retailers, and collaborators. Revenue is generated through licensing program management, brand representation, and consulting services.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Joester Loria product offering
Product offeringCore offering
Joester Loria Group is a full-service global brand licensing agency that represents brand owners and IP holders (such as Toyota, PepsiCo, Corona, World of Eric Carle, and Miffy) to develop, manage, and execute licensing programs. The agency identifies and partners with manufacturers, retailers, and collaborators to extend brands into consumer product categories, handling strategy, partner identification, negotiation, creative development, retail execution, and ongoing program management.
Product overview
Joester Loria Group (JLG) is a full-service global licensing agency that represents a portfolio of iconic brands for licensing programs. The company offers a comprehensive suite of services including Brand Representation & Consulting, Manufacturers Representation, Creative & Product Development, Licensing & Collaborations, Business Development, Program Management, Retail & Marketing, Finance & Operations, and Systems. JLG's licensed brand portfolio spans diverse categories including children's entertainment (Miffy, Captain Underpants, Dog Man, Cat Kid Comic Club, World of Eric Carle), food & beverage (Cheez-It, Chiquita, Corona, Eggo, Honey Bunches of Oats, Modelo, Pacifico, Pop-Tarts, Pringles, Rice Krispies Treats, Sparkling Ice, Van Holten's, Victoria), pet care (9 Lives, Kibbles n Bits), automotive (Toyota, Lexus), and social expressions (Papyrus). The agency connects these brands with consumers through strategic licensing partnerships, retail collaborations, and cultural activations across fashion, accessories, home goods, food extensions, and experiential products.
Differentiator
Problem solved
Functional benefit
Products and services
- Brand Representation & Consulting Strategic licensing services that extend brands through partnerships and retail programs, delivering on client objectives for brand owners and IP holders.
- Manufacturers Representation Partnership services providing guidance and tools for brand owners, retailers, and manufacturers to scale and grow their businesses through licensing.
- Creative & Product Development Creative team services that immerse in brand DNA to deliver trend-right products with consumer engagement and brand relevance for licensors and licensees.
- Licensing & Collaborations Expertise and services that fast-track successful licensing program execution with retail experience and consumer trend insights.
- Business Development Identification of manufacturers and retailers that align with client objectives and negotiation of agreements optimizing revenue and brand protection.
- Program Management Monitoring and support of licensing programs including licensee management, retail development, marketing support, and contract compliance.
- Retail & Marketing Go-to-market strategies, marketing initiatives, and launch moments that drive visibility and sell-through across retail channels.
- Finance & Operations Financial management services including invoicing, collections, royalty reporting, and licensee audits.
- Systems (Licensing Software) Industry-leading software for contract management, financial reporting, brand assets, product approvals, and program data collection used to run licensing programs.
Quantifiable outcome
- McDonald's x BoxLunch collaboration sold out in 48 hours with 7-figure retail sales and 212+ million impressions (2024)
- +6 more outcomes
Companies that use Joester Loria
Customer profileNamed customers9 records
Segments2 records
Ideal customer profiles2 records
Joester Loria technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Joester Loria partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core and minor.
- Toyota Motor CorporationcoreJLG serves as Toyota's licensing agent, managing global brand licensing programs that extend Toyota's brand into consumer products including apparel, accessories, and collaborations with fashion brands like Pull & Bear, HUF, and Howler Brothers.
- Miffy (Dick Bruna)coreJLG serves as the North American licensing agent for Miffy (Dick Bruna's iconic rabbit character), brokering deals with brands like BAGGU, LeSportsac, Hanna Andersson, Starbucks, Casetify, HiSmile, and Retrospekt. The partnership has generated sold-out collections and viral successes.
- General MotorsminorJLG is one of the licensing agents managing GM's brand licensing programs for merchandise spanning digital collectibles, apparel, toys, and accessories.
- BMWminorJLG is referenced as one of the agents managing BMW's global licensing programs for merchandise.
- Aston MartinminorJLG is referenced as one of the agents managing Aston Martin's global licensing programs for merchandise.
- NissanminorJLG is referenced as one of the agents managing Nissan's global licensing programs for merchandise.
- BrandgenuityminorBrandgenuity is another leading licensing agent, mentioned alongside JLG as managing automotive brand licensing programs for merchandise.
- Hanna AnderssonminorJLG brokered a new licensing collaboration between Miffy and Hanna Andersson featuring the children's character in apparel collections. This builds on previous sold-out collections with the brand.
- LeSportsacminorJLG brokered a new licensing collaboration between Miffy and LeSportsac featuring pastel and garden-inspired bag designs. The collection features designs of Miffy and her friend Melanie in soft pink tones.
- Ground Up (Footwear Licensing)minorGround Up is a footwear licensing firm that partnered with JLG to extend PepsiCo brands (Mountain Dew, Doritos, Cheetos) into footwear and now hosiery. JLG facilitated the partnership to expand Cheetos brand into hosiery.
- BAGGUcoreMiffy x BAGGU collaboration became BAGGU's fastest-selling co-branded release, generating 8.5M unique views and selling out key items within minutes.
- Pull & Bear (Inditex)coreJLG facilitated Toyota Land Cruiser x Pull & Bear collaboration: 14-piece capsule sold through Pull & Bear's 970 global locations, achieving 80% sell-through in days and 5M+ impressions.
- Hey Dude (Crocs)coreCorona x Hey Dude collaboration for Summer 2024: 4-SKU footwear collection sold exclusively at Foot Locker and HeyDude.com. Corona Wally styles were top sellers for two weeks with 7.3M Pinterest impressions.
- Hydro FlaskcoreWorld of Eric Carle x Hydro Flask limited edition collection became the #1 selling item on HydroFlask.com and Hydro Flask's most successful limited edition launch, generating 41M+ impressions.
- QuiksilvercorePacifico Clara x Quiksilver multi-year partnership celebrating surf culture with episodic collections sold through thousands of surf and specialty retailers, featuring pro-surfer campaigns and ocean conservation messaging.
- BoxLunchcoreMcDonald's x BoxLunch collaboration: first McDonald's retail collection since 1980s with 20+ pieces, sold out in 48 hours with 7-figure sales and 212M+ impressions. Featured at all 160 BoxLunch stores with window takeovers.
- HUFcoreToyota Trailhunter x HUF collaboration: 15 fashion pieces for outdoor enthusiasts, sold exclusively at Huf.com and Zumiez, with total sell-out driven by social content featuring skateboarder Karl Watson.
- Dr. SquatchminorCheetos x Dr. Squatch FLAMIN' HOT BRICC collaboration generated 24M+ impressions and sold out within minutes, bridging food and personal care categories.
- CrocscorePringles x Crocs global collaboration generated $3.5M in retail sales and 1.6 billion impressions across multiple product drops including an innovative boot and classic Crocs styles.
- StarbuckscoreMiffy x Starbucks limited-edition collection launched in the U.S. and Canada following successful rollouts in Singapore and Asia Pacific, featuring drinkware, water bottles, gift cards, and a plush.
- Christian DiorcoreWorld of Eric Carle x Christian Dior collaboration: 23 luxury pieces spanning accessories, apparel, and footwear for men, women, and children. Available at Dior boutiques worldwide and dior.com. Featured at Licensing Expo and on social media by Creative Director Jonathan Anderson.
- Delivering GoodminorJLG is a proud supporter of Delivering Good, a charitable organization. JLG gives back through Delivering Good initiatives and hands-on volunteering.
- PepsiCocoreJLG served as licensing agent for PepsiCo for over 25 years, building their licensing program from the ground up with brands including Cheetos, Mountain Dew, Doritos, and Ruffles. The partnership has expanded into footwear and now hosiery.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Joester Loria competitors and assessment
Company assessmentDirect peers
- The Brand Liaison: Mid-sized licensing agency representing brand owners across consumer product categories. Comparable in scale and service offering to JLG.
- Licensing Works!: Boutique licensing agency focused on brand extension programs, comparable in service model and target client (mid-to-large brand owners seeking licensing representation).
- Brandgenuity: Licensing agency explicitly named alongside JLG in the source data as a co-manager of automotive brand licensing programs. Direct competitor in automotive and corporate-brand licensing.
- Quatro Licensing: Licensing agency representing brands across categories including food, beverage, entertainment, and lifestyle — a closely comparable service portfolio to JLG.
- Beanstalk: Global brand licensing agency that represents licensors and brokers licensing programs across consumer products, similar to JLG's full-service representation model. Direct competitor for major brand mandates.
- Striker Entertainment: Licensing and brand management agency focused on entertainment and pop-culture IP, directly comparable to JLG's entertainment/character brand portfolio work.
Broad incumbents
- IMG (Endeavor): Global licensing and brand management arm of Endeavor, representing sports, entertainment, and fashion IP. A larger incumbent in licensing representation that competes for the same marquee brand-owner clients.
- WildBrain CPLG: One of the largest global licensing agencies (part of WildBrain), serving entertainment and consumer brands worldwide. A scaled incumbent competing for the same licensors and licensees that JLG serves.
- CAA-GBG (Creative Artists Agency): Licensing and brand-management division of CAA, representing major entertainment and corporate brands globally. A scaled incumbent competing for premium brand-owner mandates.
Emerging players
- Retail Monster: Licensing sales agency that helps licensors secure retail placement and licensee partnerships. Overlaps with JLG's manufacturer-retailer representation services, particularly in North America.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Joester Loria social profiles
Digital presenceJoester Loria financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joester Loria leadership team
Management profileNumber of profiles
Profiles8 records
Joester Loria funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joester Loria M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Joester Loria
What does Joester Loria do?
Joester Loria Group is a full-service global brand licensing agency that represents brand owners and IP holders (such as Toyota, PepsiCo, Corona, World of Eric Carle, and Miffy) to develop, manage, and execute licensing programs. The agency identifies and partners with manufacturers, retailers, and collaborators to extend brands into consumer product categories, handling strategy, partner identification, negotiation, creative development, retail execution, and ongoing program management.
Is Joester Loria a public or private company?
Joester Loria is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Joester Loria founded?
Joester Loria was founded in 1999. It employs 11 to 50 people.
Where is Joester Loria based?
Joester Loria is headquartered in New York, United States, in the North America region.
How does Joester Loria make money?
One revenue line is on record: licensing Agency Fees / Commission.
Who are Joester Loria's main competitors?
Direct peers on record are The Brand Liaison, Licensing Works!, Brandgenuity, Quatro Licensing, Beanstalk and Striker Entertainment. Broad incumbents are IMG (Endeavor), WildBrain CPLG and CAA-GBG (Creative Artists Agency). Retail Monster is listed as an emerging player.
Does Joester Loria have an API?
No public API is recorded for Joester Loria.
What industry is Joester Loria in?
Joester Loria's product category is Brand Licensing Services. Its primary akta.pro industry code is CRAKAFAL, Luxury Licensing & Brand Management, with a secondary code of CRAAAFAO, Luxury Fashion Licensing & Brand Extensions (Fragrance/Beauty/Home). Its NAICS code is 5418 and its SIC code is 8741.