The lifestyle and entertainment brand Shimmer the Glowworm has recently selected Becker Associates and Anjar Co. for licensing representation. Developed by Shelby Herman, the IP became popular through GIPHY posts, where it has more than 40 million organic views.
The brand features Shimmer, a cartoon glowworm, who encourages families to showcase their glow and identify it in others. The Shimmer World features additional glowworms as well as different creatures, such as Ollie, Kiki, and Scout. Each character has its own personality and lives in a unique part of the universe, including burrows, meadows, and more.
Shimmer the Glowworm reaches audiences in several languages, including English, Japanese, and Spanish. Social media users employ more than 350 GIFs and stickers featuring the Shimmer World to express their emotions and communicate.
Families can discover more about the Shimmer World through seven original songs, six animated YouTube episodes, and a live show. While stickers and plush are currently available at shimmertheglowworm.com, the team is open to licensing opportunities across numerous categories, including apparel, toys, book publishing, digital media, live entertainment, and more.
“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,” Patti Becker, CEO & Founder of Becker Associates LLC, says. “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 adds, “One tiny glow can change everything. Watching GenZ find her on their own — in three languages — told me the world was ready for Shimmer.”
To learn more about the Shimmer World, visit shimmertheglowworm.com. Companies can contact Patti Becker at pbecker@beckerassociates.com or visit Licensing Expo to discuss licensing opportunities.
Meet The Toy Book Team at Licensing Expo!
The Adventure Media & Events team will be present at Licensing Expo with new issues of The Toy Book and The Pop Insider set to debut May 19. Visit us at Booth No. F106 to grab The Toy Book‘s 2026 Licensing & Entertainment Issue (featuring The Licensing Book supplement), and the spring edition of The Pop Insider. Both issues are now in production. To book your space in our new issues, please contact Jackie Breyer, James Devin, or Stephanie Katz.
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