9 Story Brands Renewed Fred Rogers Licensing Deal
The companies extended their global merchandising partnership for an additional seven-year term.
Updated on Oct. 5, 2026 in Family
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9 Story Brands and Fred Rogers Productions have renewed their long-standing global licensing and merchandising partnership. This agreement secures the agency's exclusive worldwide rights for another seven years.
Why it matters
This renewal aims to support the continued expansion of the brand into new retail channels, territories, and product categories. It solidifies the commercial strategy for a franchise that has remained active for nearly 15 years.
The franchise, currently in its eighth season, maintains a portfolio of more than 60 licensees and 190 published titles from Simon & Schuster. Projections indicate the addition of 75 new stock keeping units by the end of 2026.
The players
9 Story Brands
This company operates as a global content and licensing organization that manages intellectual property for various children's entertainment franchises.
Fred Rogers Productions
This non-profit organization produces children's television programming rooted in the educational and social philosophies of its namesake.
Jakks Pacific
This multi-line toy company designs and markets consumer products for major entertainment brands across the global market.
Simon & Schuster
This major publishing house develops and distributes books and educational media for children and adult audiences.
The details
The partnership continues to oversee merchandising efforts spanning toys, apparel, crafts, and location-based entertainment. Jakks Pacific remains the designated toy partner as the brand targets further growth through the end of 2026.
Timeline
The agreement spans a new seven-year term.
More than 75 new stock keeping units are expected by the end of 2026.
Industry Dynamics
This extension mirrors a broader industry trend where major entertainment firms rely on long-term agency partnerships to maximize intellectual property value. It reflects the ongoing strategic consolidation of merchandising rights for enduring children's media franchises.
Consumers can expect an expanded variety of toys, apparel, and books to reach retail shelves through the end of 2026. This partnership ensures continued access to officially licensed merchandise tied to the television series' ongoing seasons.
The takeaway
This partnership extension highlights the enduring commercial value of legacy children's intellectual property in a competitive retail environment. Fans and families should anticipate a consistent stream of new product rollouts as the franchise continues its expansion strategy.
Further reading
Learn more about the business of children's media in our Family section.
Source note: This article includes information reported by AnimationXpress.
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