About Us

Three affiliated business units comprise Maxx Group. Maxx Marketing, established in 2000 by current CEO Michael Kwan, was the foundation. In the course of creating bespoke promotional marketing product solutions for Fortune 500 clients, Maxx Marketing worked with the top Hollywood studios, licensing in rights to countless kids and family entertainment. Impressed by the creativity of the ensuing custom promotional merchandise, Maxx was asked by Warner Bros. to create consumer products for sale in retail, resulting in the creation of YuMe Toys in 2017. The third pillar of Maxx Group is Licensing Matters Global, a rising star in the multibillion-dollar brand licensing industry, also founded in 2017. The three companies work independently and can also integrate to provide a complete range of services under one umbrella. By leveraging Maxx Group’s synergies, clients obtain unrivalled speed to market and cost-savings that are second to none.

Maxx is a highly respected promotional and product marketing solutions agency with a roster of blue-chip clients that includes Kellogg’s, Coca-Cola, and KFC. We take tremendous pride in our creativity, ability to create award-winning marketing campaigns, attention to detail, and best-in-class customer service. As one of the largest producers of custom-designed products, Maxx helps differentiate brands by creating marketing programs and merchandising solutions tailored to our clients’ business objectives. Maxx has ten offices that cover Europe, Asia, and the Americas, enabling us to deliver products to over 100 countries, whether to distribution centers, direct to retail, or the consumer.

YuMe Toys is an award-winning global toy brand recognized for an innovative, market-led approach. Since it was founded in 2017, YuMe’s plush toys and collectibles have gained strong momentum in North America, Europe, and Asia. YuMe’s research-led capabilities are driven by Maxx Group’s 20 years experience in promotional merchandise, with unparalleled expertise in thoughtful product design, development, manufacturing, and retail marketing activities. YuMe carefully crafts high quality, unique toys featuring popular intellectual properties from Warner Bros. Consumer Products, Hasbro Toys, and other top entertainment brands. The YuMe line includes JK Rowling’s Wizarding World™/ Harry Potter™ & Fantastic Beasts™ franchise, DC Universe, Scooby-Doo, Looney Tunes and Tom & Jerry, from Warner Bros. Consumer Products. In addition to YuMe Originals, the in-house designed plush toys, created to empower play every day. In a newly sealed partnership with the world’s largest toy manufacturer, Hasbro, YuMe will develop and launch a range of plush toys for Power Rangers, NERF, My Little Pony, Transformers, Monopoly and Mr. Potato Head.

Licensing Matters is a global, full service licensing agency with a twist. In addition to offering best-in-class agency services, we have the resources to develop, source, and sell products if our licensor partners desire it. This model has several transformational benefits, namely increased speed to market and improved retail response times. The team has experience with all brand genres, including entertainment, sports, and corporate, and has delivered award-winning programs around the globe. Our newest clients are Shell, the European Space Agency, and BuzzFeed.

When beneficial to our clients, the Maxx Group companies can seamlessly integrate to provide an end-to-end solution that enables brands to monetize their intellectual property across markets. We offer unparalleled expertise in product design and development, manufacturing, brand-extensions, licensed-promotions, and retail marketing activities, for corporate, sport, entertainment, celebrity, and lifestyle brands. Maxx Group follows professional and ethical business practices, based on organizational values such as team cooperation, reliability, high quality, long-term focus, social responsibility, and sustainability.