Anjar Co
- Company typePrivate
- Founded1969
- HeadquartersStamford, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
Anjar Co firmographics
Firmographics- Name
- Anjar Co
- Legal name
- Anjar Co. LLC
- Website
- https://anjar.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Anjar Co industry classification
Industry- Product category
- Toy & Game Licensing Services
- NAICS
- Doll, Toy, and Game Manufacturing (33993), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)
- SIC
- Patent Owners & Lessors (6794), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Merchandising, Character & Brand Licensing (MPADALAF)
- akta.pro secondary industry
- Apparel Sourcing, Buying Houses & Trading Companies (CRAAAAAN)
Keywords
Where Anjar Co is headquartered
LocationHeadquarters
- HQ city
- Stamford
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Anjar Co business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Licensing Royalties: Anjar Co & Becker Associates earn royalties from license agreements between inventors and manufacturers. The inventor receives 60% of all royalties and advances earned from licenses, while Anjar Co & Becker Associates retains 40% as its management fee. The company states that over 99% of their income comes from royalties shared with inventors.
- New Product Submission Review Fee: A fee of $195 is charged for reviewing new product concepts. This covers the initial evaluation of novelty and licensibility. The company emphasizes this is different from 'inventors submission' companies that make virtually all their money from fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Product Submission Review |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Anjar Co product offering
Product offeringCore offering
Anjar Co. is an IP licensing and brand management agency representing independent inventors and brand owners in the toy, game, and infant product industries. The company presents new product concepts to global toy and game manufacturers, negotiates license agreements on behalf of inventors, and serves as the exclusive global licensing agent for iconic brands such as Wham-O (Frisbee, Hula Hoop, Super Ball, etc.), Sophie la Girafe, Anne Geddes, and others. The company does not manufacture products; it earns royalty income by connecting inventors and brand licensors with manufacturers.
Product overview
Anjar Co. LLC is an award-winning IP licensing and new product development agency serving the infant, preschool, and toy industries since 1969. The company does not offer a unified software product but rather provides licensing agency services representing a portfolio of iconic toy and game brands. Their core offering is licensing representation and brand management for properties including Wham-O (Frisbee, Hula Hoop, Super Ball, Hacky Sack, Slip 'N Slide, Boogie Board, Trac-Ball), Sophie la Girafe (#1 infant brand in Europe), Anne Geddes, Steve Kaufman, Big Fat Yarn, Timber Tots, Fireball Island, and over 100 other licensed products. The company facilitates international licensing, brand extensions, new product development, and distribution for these brands to licensees including Hasbro, Mattel, Fisher-Price, Jazwares, Ravensburger, and others.
Differentiator
Problem solved
Functional benefit
Products and services
- IP Licensing Representation Service Licensing representation service for independent inventors, professional inventors, and brand owners. Anjar presents new product concepts and brand properties to toy and game manufacturers worldwide, negotiates license agreements, and manages the licensing relationship. Inventors receive 60% of all royalties and advances; Anjar retains 40% as its management fee.
- New Product Submission Review Evaluation service for new product concepts. Anjar charges a $195 review fee to assess the novelty and licensibility of submitted inventions, including written descriptions, sketches, drawings, photographs, and optionally working or non-working prototypes. Payable by PayPal, check, or money order.
- Wham-O Brand Portfolio Licensing Exclusive global licensing representation for Wham-O's iconic toy brand portfolio including Frisbee, Hula Hoop, Super Ball, Hacky Sack, Slip 'N Slide, Boogie Board, and Trac-Ball. Licenses are developed across all product categories including apparel, pet products, and crafts for major manufacturers worldwide.
- Sophie la Girafe Licensing Licensing representation for Sophie la Girafe, the #1 infant brand in Europe, across all product categories. Sophie la Girafe was a finalist in 2 categories in the 2023 Brand & Lifestyle Licensing Awards.
- Anne Geddes Brand Licensing Licensing representation for the Anne Geddes brand, the iconic photography brand known for images of babies, offered as plush and other consumer product categories.
- Fireball Island Board Game Licensing Licensing representation for the classic volcanic peril board game Fireball Island, revived with modern versions including Race to Adventure, The Curse of Vul-Kar, and Wreck of the Crimson Cutlass. Licensed to Restoration Games.
Quantifiable outcome
- Over 1,000 products licensed since founding in 1969
- +3 more outcomes
Companies that use Anjar Co
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
Anjar Co technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Anjar Co partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor, core and flagship.
- Shimmer the GlowwormminorShimmer the Glowworm signed with Becker Associates & Anjar Co. The independent character brand has 40M+ organic Giphy views and is launching a licensing program, to be represented at Licensing Expo.
- PlaySpace HealthcoreThe Moodsters partnered with PlaySpace Health for digital mental wellness content and The Moodsters Children's Foundation collaboration with PlaySpace Health. Deal brokered by licensing agencies Becker Associates and Kaufman Licensing.
- Leo the TruckcoreAnjar Co. & Becker Associates signed to drive North American success for Leo the Truck, representing the animated YouTube series (translated to 15 languages, 23 billion views) across multiple licensing categories including bed linen, pajamas, and books (Panini). Leo the Truck won Best Rising-Star Property of the Year at the Bologna Licensing Awards 2026.
- Winning Moves Games USAcoreWinning Moves Games USA signed a licensing agreement with Anjar and Wham-O to bring back classic retro-style versions of Frisbee, Super Ball, Hacky Sack, Trac Ball, and other iconic Wham-O toys. The line launched in Spring 2022. Winning Moves is a Massachusetts-based maker of classic board games, card games, and puzzles with over 25 years of experience.
- JazwaresflagshipJazwares signed a long-term deal with Anjar & Becker Associates and Wham-O to produce an all-new line of pet toys inspired by Wham-O brands including Frisbee, Superball, Hula Hoop, Slip 'N Slide, and Hacky Sack. The pet toys include balls, discs, tug toys, plush, and new innovations in the pet space. Scheduled for release at brick-and-mortar and e-commerce retailers in North America in fall 2022.
- Wham-OflagshipAnjar Co & Becker Associates serve as the exclusive global licensing agency for Wham-O, representing iconic brands including Frisbee, Hula Hoop, Super Ball, Hacky Sack, Slip 'N Slide, Trac-Ball, and Boogie Board. Wham-O has been producing classic American toys for nearly 75 years. The partnership was signed in March 2021 to develop and license consumer products inspired by Wham-O's classic brands across all product categories including apparel, pet products, and crafts.
- Sophie la GirafecoreAnjar Co. & Becker Associates signed a deal with Deliso to serve as the licensing agent for Sophie la Girafe (the #1 infant brand in Europe) in all product categories. Sophie la Girafe was a finalist in 2 categories in the 2023 Brand & Lifestyle Licensing Awards.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Anjar Co competitors and assessment
Company assessmentDirect peers
- Beanstalk: Global brand licensing agency representing licensors across toys, consumer products, and entertainment. Directly comparable to Anjar as a licensing intermediary connecting brand owners with manufacturers and retailers worldwide.
- WildBrain: Licensing and content management company representing entertainment and character properties across consumer products. Comparable to Anjar in managing IP licensing portfolios for multiple brand owners globally.
- The Joester Loria Group: Licensing and brand management agency representing entertainment and consumer brands for licensing programs. Directly comparable as a mid-sized agency serving similar brand owners and manufacturer clients.
- CopCorp Licensing: Licensing agency representing brands across entertainment, toys, and consumer products. Directly comparable as a specialized agency operating in the same brand-licensing intermediary model as Anjar.
- Brand Central LLC: Licensing and brand management firm representing licensors across toy, entertainment, and consumer goods categories. Directly comparable agency model connecting brand owners with manufacturers and retailers.
- Retail Monster: Licensing and brand extension agency focused on toys and consumer products. Comparable as a specialist licensing intermediary for toy/entertainment brands seeking retail placements and licensing deals.
- Lisa Marks Associates: Boutique licensing agency representing entertainment and consumer brands. Comparable small-to-mid agency serving similar inventor and brand-owner clients in the toy and entertainment space.
Broad incumbents
- Hasbro: Major toy and game manufacturer that is both an Anjar licensee and a broader industry incumbent. Comparable as a large player in the toy/consumer products space that has its own internal licensing operations and brand portfolio.
- Mattel: Major toy manufacturer and Anjar licensee that operates its own global licensing and brand management functions. Comparable as a large incumbent in the toy industry that competes for the same brand and inventor pipeline at scale.
Others
- Wham-O: Iconic toy brand owner (Frisbee, Hula Hoop, etc.) for which Anjar is the exclusive global licensing agent. Comparable as a principal/licensor in the same brand ecosystem rather than a direct competitor; illustrates the type of client Anjar serves.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Anjar Co social profiles
Digital presenceAnjar Co financial estimates
Financial estimateRevenue estimate
Valuation estimate
Anjar Co leadership team
Management profileNumber of profiles
Profiles3 records
Anjar Co funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Anjar Co 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 Anjar Co
What does Anjar Co do?
Anjar Co. is an IP licensing and brand management agency representing independent inventors and brand owners in the toy, game, and infant product industries. The company presents new product concepts to global toy and game manufacturers, negotiates license agreements on behalf of inventors, and serves as the exclusive global licensing agent for iconic brands such as Wham-O (Frisbee, Hula Hoop, Super Ball, etc.), Sophie la Girafe, Anne Geddes, and others. The company does not manufacture products; it earns royalty income by connecting inventors and brand licensors with manufacturers.
Is Anjar Co a public or private company?
Anjar Co is a private company. It is classified as family owned and is currently operating.
When was Anjar Co founded?
Anjar Co was founded in 1969. It employs 1 to 10 people.
Where is Anjar Co based?
Anjar Co is headquartered in Stamford, United States, in the North America region.
How does Anjar Co make money?
Two revenue lines are on record. Licensing Royalties are the primary driver. The others are new Product Submission Review Fee.
Who are Anjar Co's main competitors?
Direct peers on record are Beanstalk, WildBrain, The Joester Loria Group, CopCorp Licensing, Brand Central LLC, Retail Monster and Lisa Marks Associates. Broad incumbents are Hasbro and Mattel. Wham-O is listed as an others.
Does Anjar Co have an API?
No public API is recorded for Anjar Co.
What industry is Anjar Co in?
Anjar Co's product category is Toy & Game Licensing Services. Its primary akta.pro industry code is MPADALAF, Merchandising, Character & Brand Licensing, with a secondary code of CRAAAAAN, Apparel Sourcing, Buying Houses & Trading Companies. Its NAICS code is 33993 and its SIC code is 6794.