Becker Associates is an award-winning IP licensing and brand management agency. We provide international licensing and distribution to the infant, preschool, and toy industries.
Together with Anjar Co. LLC, we've licensed more than 1,000 products and our licensees have sold ~$2 billion of fun to children around the world. Gumby & Pokey, Barrel of Monkeys, Disappearing Magic Baby Bottle, Fireball Island, Fireball Island: Curse of Vul-Kar, Crimson Cutlass, Flipsiders, TimberTots, Battle Dome, Nerf Ping Pong, Baby Get Well, Teenage Mutant Ninja Turtle Goops, Go For Broke, Pathfinder, Sliders, Pocket Games, Anne Geddes Plush, Anne Geddes Puzzles, Breaking Point (Tumball), The Game of the Generals, Pathfinder, Sonic Cyclone, Steve Kaufman Puzzles, and PlayTape are some of the products we’ve developed, licensed or marketed, many of which have become familiar household names and sold millions of pieces!
In addition to the inventors we represent, Anjar is the exclusive licensing agent for some of the most famous and iconic brands in the world, including Wham-O's Frisbee, Hula Hoop, Super Ball, Hacky Sack, Slip 'N Slide, Boogie Boards, and Trac-Ball, Sophie la Girafe (the #1 infant brand in Europe), Steve Kaufman (Andy Warhol's protégé and assistant), and Anne Geddes. We hope to inspire play, which is universal, and create lifelong memories and experiences across our portfolio of products, as we turn many of the best-known toys and games into global, world-famous brands.
Our licensees include Hasbro, Mattel, Fisher-Price, Jazwares, Ravensburger, Simba-Dickie Group, Tomy, Schmidt Spiele, Brio, John Adams, Lansay, Vulli S.A.S., Funskool (India), Commonwealth Toy, Fat Brain Toys, Identity Games, Irwin Toys, Mandoo, MegaBleu, University Games, Hutter, Broadway Toys, Crown & Andrews, Hanall M&C, MJM Australia, Restoration Games, Trends, Grandi Giochi Group, Felix Toys, Epee and TCG Toys. Amazon, Walmart, Target, Toys "R" Us, and thousands of other retailers have sold our merchandise in more than 100 countries. Our products have been co-branded with Disney, Pokémon, Sesame Street, Nickelodeon, Warner Bros., Marvel, G.I. Joe, Barbie, Simpsons, Batman, Spiderman, Superman, Hello Kitty, Smiley, Steve Kaufman, and Anne Geddes, connecting kids with their favorite licensed brands and characters. We're the proud recipient of the prestigious 'OUTSTANDING LICENSING AGENT' Award.
Patti and Jonathan have over 80 combined years of toy industry and licensing experience. Patti and Jonathan’s unique, complementary backgrounds and expertise adds tremendous value to the inventors and licensors we represent. We typically attend ~25 different trade shows around the world annually, and present new product ideas to nearly 500 different companies globally. In 2020 and 2019, we introduced over 100 new items each year.
While each individual toy company can only review products for their own product lines, Becker Associates looks for products that have potential with any one of hundreds of companies around the world. We also receive and study the ‘wish lists’ of toy companies, so we not only understand the company’s current product range, but also their strategic plans to expand into new categories or product extensions.
Although we’re all faced with unique challenges in the post-Covid era, we’re very excited about the future of our industry, especially as children and adults look to fill more time at home with games, puzzles and other toys. We’re grateful for the talented inventors and great manufacturers we represent, and the thousands of relationships that we’ve built over 50+years and 1,000+ licenses. Selected as one of the Top 100 Most Influential Figures in the Toy and Game Industry, we’re well-positioned to continue to provide innovative and exciting new toys and games to the Industry.
Patti Becker, CEO & Founder of Becker Associates LLC, prides herself on helping companies, entrepreneurs, and inventors develop their IP, and market their brands and products. She has over 40 years of experience in the Toy Industry. Her background combines art, developmental child psychology, education (BA), and marketing (MBA). Before joining Anjar and founding Becker Associates, Patti held positions at three different US consumer products manufacturers. Patti is also Past President of Women in Toys, where she established the Women’s Empowerment Program with Walmart in 2012, encouraging 500+ women-owned businesses to pitch their ideas directly to Walmart buyers and discuss their experiences. Patti transformed WIT from a small U.S.-based organization into an international organization with 3,500 members in over 24 countries, increased WIT’s operating budget 600%, created a stellar Advisory Board of International industry leaders, grew social media networking, expanded the awards and scholarship programs, and achieved global recognition for WIT.
Jonathan Becker, President of Anjar, is an IP Attorney, recognized as one the leading licensing attorneys in the Toy Business. Jonathan was “born” into the industry, and joined his Dad, Jim, at Anjar in1987, after practicing law for several years at the New York offices of Ladas & Parry, an international patent and trademark firm. Jonathan is an adjunct assistant professor in the Toy Design Department at the Fashion Institute of Technology (the first program in the world to offer a BFA in Toy Design), where he co-wrote the curriculum, and has taught Business Practices for over 30 years. Many FIT graduates have gone onto stellar careers in the toy industry, including several at Anjar where they’ve designed some of our best-selling products over the past three decades.
James R. Becker, the Founder of Anjar Co. was recognized as a pioneer in toy licensing, becoming the 72nd inductee into the prestigious TOY INDUSTRY HALL OF FAME on Anjar's 50ᵗʰAnniversary, in 2018. Jim was responsible for creating, developing and licensing some of the most iconic toys and games of all time, including Gumby & Pokey, Barrel of Monkeys, the Magic (Disappearing) Baby Bottle, Othello, Battle Dome, Breaking Point, and hundreds of other products, many of which sold millions of units.
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