Cookie Jar Takes on Varsity Merchandise, Entertainment

Look for cheerleading to get a lot more animated under a new deal between Varsity and Cookie Jar Entertainment.

Under a just-announced strategic licensing partnership, Cookie Jar will develop both live-action and animated entertainment based on the leading brand of cheerleading and dance team apparel to start in 2010.

The meat of the agreement will be a licensing program to develop branded merchandise.

‘The Varsity brand embodies spirit, pride, passion, athleticism and leadership,’ said Lisa Streff, Cookie Jar Group senior VP, domestic consumer products. ‘Cookie Jar is looking forward to capturing the brand’s essence by developing a licensing program that is unique to Varsity.’