About Anjar

About Us

Anjar is an award-winning IP licensing, brand management, and new product development agency. Together with Becker Associates, we provide international licensing and distribution across the infant, preschool, toy, game, apparel, pet, gift, publishing, content, and media industries.

Since our founding in 1969, Anjar and Becker Associates have licensed more than 1,500 products, and our licensees have generated approximately $2.5 billion in sales to consumers in more than 100 countries. Gumby & Pokey, Barrel of Monkeys, Big Fat Yarn, Disappearing Magic Baby Bottle, Fireball Island, Fireball Island: Curse of Vul-Kar, Crimson Cutlass, Flipsiders, Timber Tots, Battle Dome, Nerf Ping Pong, Baby Get Well, Teenage Mutant Ninja Turtle Goops, Go For Broke, Othello®, Pathfinder, Sliders, Pocket Games, Anne Geddes Plush, Anne Geddes Puzzles, Breaking Point (Tumball), The Game of the Generals, Sonic Cyclone, Steve Kaufman Puzzles, and PlayTape are among the products we have developed, licensed, or marketed; many became household names and sold millions of units.

Anjar represents inventors and entrepreneurs who want to bring their ideas to market. We help develop and present concepts to major manufacturers worldwide for licensing, negotiate and draft agreements, and oversee approvals, royalties, financial matters, legal issues, and intellectual property. Together, Anjar and Becker Associates are or have been the exclusive licensing agents for some of the world’s most famous and iconic brands, 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.

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, TCG Toys, DanDee, Winning Moves, American Eagle Outfitters, Bentex, and more. Target, Walmart, Amazon, 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, The Simpsons, Batman, Spider-Man, Superman, Hello Kitty, Smiley, Steve Kaufman, and Anne Geddes. We have created new distribution channels for Wham-O through apparel, retro games, and pet products; licensed Sophie la Girafe plush; and helped relaunch Fireball Island and Battle Dome. We are proud recipients of the Outstanding Licensing Agent Award and have been named among the 100 most influential figures currently working in toy and game design for six consecutive years by Mojo Nation in association with Hasbro.

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Jonathan Becker, CEO of Anjar Co. LLC, is an IP attorney with more than 40 years of experience in the toy industry. Jonathan was “born” into the industry and joined his father, Jim, at Anjar in 1987 after practicing law for several years at the New York offices of Ladas & Parry, an international patent and trademark firm. Jonathan is recognized as one of the leading and most experienced licensing attorneys in the toy business. He is a tenured 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 the past 31 years. Many FIT graduates have gone on to stellar careers in the toy industry, including several at Anjar who have designed some of our best-selling products over the past three decades.

Patti Becker, CEO and Founder of Becker Associates LLC, has more than 45 years of experience in the toy industry. She helps companies, entrepreneurs, and inventors develop their intellectual property and market their brands and products to major manufacturers worldwide. Her background combines art, developmental child psychology, education (BA), and marketing (MBA). Before joining Anjar and founding Becker Associates, Patti held positions at three U.S. consumer-products manufacturers. As Past President of Women in Toys, Licensing and Entertainment, she established the Women’s Empowerment Program with Walmart in 2012, enabling 1,000 women-owned businesses to pitch directly to Walmart buyers and manufacturers, share experiences, and discuss best practices. Patti transformed WIT from a small U.S.-based organization into an international organization with 4,500 members in more than 26 countries, increased its operating budget by 600%, created an advisory board of international industry leaders, expanded its awards and scholarship programs, strengthened its global network, and achieved worldwide recognition for WIT. Patti is also an advocate for mental health and philanthropy.

Roger Becker joined Anjar Co. LLC in 1980 after attending Berklee College of Music, where he majored in Composition and Conducting, following in the footsteps of his father, James R. Becker, who began his career as a C-cornet player for the Dorsey Brothers Orchestra. For more than 24 years, Roger kept Anjar on the cutting edge of technology in both the Graphics and Operations departments. Anjar was the first company in the business to fully automate royalty and document processing, including licensee correspondence. In 2002, Roger left Anjar to become an accomplished graphic artist and IT consultant. Roger is now delighted to be back at Anjar as it grows and adapts to the ever-changing world of entertainment, online content, and streaming media.

Jim Becker, founder of Anjar Co., was recognized as a pioneer in toy licensing and was inducted into the Toy Industry Hall of Fame in 2018, during Anjar’s 50th-anniversary year. Jim created, developed, and licensed some of the most iconic toys and games of all time, including Gumby & Pokey, Barrel of Monkeys, the Magic (Disappearing) Baby Bottle, Othello®, Breaking Point, and Battle Dome, along with hundreds of other products, many of which sold millions of units.

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Patti and Jonathan have more than 100 combined years of toy-industry and licensing experience. Their complementary backgrounds in art, child development, marketing, law, licensing, and product development add tremendous value for the inventors and licensors we represent. Anjar and Becker Associates have licensed more than 1,500 products, and their licensees have generated approximately $2.5 billion in sales. We typically attend about 25 trade shows around the world each year, present new product ideas to nearly 500 companies globally, and have introduced more than 100 new items annually in recent years. We have also expanded into pets, apparel, publishing, content, and media.

Individual toy and game companies can review ideas only for their own product lines. Anjar looks for products with potential across hundreds of companies worldwide. We regularly receive and study company wish lists, giving us insight not only into current product ranges but also into strategic plans for extensions and expansion into new categories. Long-standing, trusted relationships throughout the industry also help us identify opportunities that may not yet be widely known.

We are excited about the future of play. With the expertise of the Anjar team, the talented inventors and manufacturers we represent, and relationships built over more than 50 years and 1,500+ licenses, we are well positioned to bring innovative toys, games, publishing, content, and entertainment to companies around the world. We strive to create lifelong memories through play while encouraging sustainable products and packaging made with non-toxic, responsibly sourced materials that can be recycled or repurposed. Our goal is to help build enduring global brands while improving the lives of children and protecting the planet for future generations.