The Brandgenuity agency extends brands into new products and services that build brand equity, drive consumer engagement, and generate meaningful revenue through licensing relationships. Here are the latest novelties from the agency.
In 2022 Brandgenuity was named a Top 10 Licensing Agents by License Global, and took home 2 Licensing International Awards at Licensing Expo for the global work with BMW: Best Corporate Brand – BMW, and Best Product – Apparel, Footwear, Accessories for Corporate Brands – PUMA x BMW M Motorsport.
With more than 90 licensees and 2,500 SKUs across all major lifestyle, interactive and toy categories, BMW licensed products are sold in over 100 countries and are promoted with targeted marketing activations across all social media platforms, important influencers, in-store events and online. PUMA celebrated the historic 50th anniversary of BMW M with a special edition apparel and footwear collection, inspired by the iconic “50 Jahre BMW M” logo and featuring the historic red, light blue and dark blue colorways. Brandgenuity built something special with LEGO Technic and BMW Motorrad, and partnered the legendary MINI Cooper with the PLAYMOBIL Classic Cars team for a throwback playset.
During the last year, the team worked closely with licensees across multiple product categories to introduce new products to European and global markets.
Brandgenuity continued to develop and execute licensing programs for clients including Kahlua, Southern Comfort, Paramount, NFLPA, Unilever and MINI. The agency began representing iconic lifestyle fashion brands, C&C California and Rachel Roy in the UK and Europe; and, expanded their partnership with John Frieda to include Europe.
Brandgenuity stirred up a new licensing partnership with Nestlè Coffee mate and Kahlúa for a non-alcoholic Coffee mate Kahlúa & Crème Flavored Creamer – inspired by the iconic coffee liqueur used in some of the world’s favorite cocktails, from espresso martinis to mudslides.
NFL players branded lifestyle apparel launched with fashion retailer ASOS. The NFLPA program has welcomed new licensees, including Great Branding, for dual branded NFL and NFLPA drinkware across key European retail accounts. They will continue to build the line in the accessories and homeware categories. Stone Kids produced NFL players branded kids’ lifestyle apparel, at the occasion of the 2022 International Games in London and for the first time ever, in Germany. Moby Fox launched player branded Apple watch bands, and Displate introduced a vast collection of metal wall signs.
The Ed Stafford licensing program has had a dynamic year, with sold out bushcraft camps for kids and families hosted by Camp Wilderness, outdoor smock jackets laden with highly practical features from Ridgeline and a 2-in-1 backpack and duffel bag from Groundtruth, developed using non-virgin materials. The Hawaiian Tropic fragrance mists from Designer Parfums have had continued success and have expanded in continental Europe and Australia. Hawaiian Tropic and other Edgewell brands also formed part of a Zuru Mini Brands collection, launched into major retailers globally last July.
The Unilever lifestyle program has four licensees, with launches in stationery and apparel leading the way.
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Curated by Andrea De Amicis