Expo Roundup: Shimmer the Glowworm

Three brands spanning beverages, independent character entertainment and legacy children’s franchises have announced licensing developments in advance of Licensing Expo 2026, scheduled for May19–21 at Mandalay Bay Convention Center in Las Vegas.

Shimmer the Glowworm Signs with Becker Associates, Anjar Co. for Global Licensing

Shimmer the Glowworm, an independently created character brand that has accumulated more than 40million organic views on Giphy, has signed with Becker Associates and Anjar Co. for global licensing representation ahead of the brand’s debut at Licensing Expo 2026.

Created by Shelby Herman, Shimmer the Glowworm is built around the message “show your glow.” The property includes animated episodes, original music, published storybooks and a live stage musical. More than 350 original GIFs and stickers have been organically adopted by Gen Z audiences across English-, Japanese- and Spanish-speaking communities. Target licensing categories include toys, apparel, publishing, live entertainment and digital media.

Patti Becker, CEO and founder of Becker Associates, said the brand’s independent traction was a meaningful signal for the licensing market.

“Shimmer the Glowworm is a fully built world with original music, animated episodes, published books, a live stage musical, and a philosophy that resonates across generations,” Becker said. “The organic traction this brand has achieved independently is a powerful signal. We are proud to bring Shimmer to the global licensing marketplace in time for the Licensing Expo.”

Herman said the international, self-driven adoption of the character validated her instincts about the property’s appeal.

“One tiny glow can change everything,” Herman said. “Watching GenZ find her on their own — in three languages — told me the world was ready for Shimmer.”

Becker Associates and Anjar Co. have collectively licensed more than 1,500 products since 1969, with licensee sales exceeding $2.5 billion globally.

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