Global Merchandising Services has announced the first wave of licensing partners as it builds a robust global brand extension program for Fender Musical Instruments Corporation (“Fender®”), in celebration of the brand’s 80th anniversary, as well as the 75th anniversary of the iconic Telecaster® guitar and Precision Bass® in 2026.
In collaboration with Fender, Global Merchandising is curating a multi-category global program that blends heritage, innovation, and culture—anchored by an expanding network of strategic licensees and agency partners around the world. Newly signed licensing partners across key categories include Blue Tree (Beer gifting- UK), Round2 LLC (Diecast Collectibles – USA), Tex-Ass GMBH (Apparel – Germany), Fashion UK (Apparel – UK, EU), Blackwing (Stationery – Global), Sock Affairs (Accessories – EU), Lugz (Footwear – US), Hyperkin (Gaming Accessories – US), King & McGaw (Framed Fine Art – UK), Licensing Essentials (Apparel – Australia, New Zealand), and Epic Desk (Desk Accessories – US).
Additional partnerships across lifestyle categories—including wine, watches, and travel accessories—are currently in development with marquee global brands and will be revealed in the coming months.
To support this next phase of global growth, Global has appointed strategic agent partners in South Korea, India, Italy, and beyond, further amplifying Fender’s global footprint and connecting the brand with new fans and consumers worldwide.
Oli Stanton, New Business Director at Global Merchandising Services, said:
“Fender is synonymous with creative expression and cultural impact. Our goal is to honour the brand’s legacy while introducing it to new generations of fans across categories and geographies. This first slate of partners lays the foundation for an anniversary campaign that is both reverent and resonant.”
“As we approach three major milestones—Fender’s 80th and the 75th anniversary of the Telecaster as well as the P Bass, we are excited to bring Fender’s story to life in new and engaging ways for our fans,” said Najla Quarry, Licensing Director, Fender. “Together with Global Merchandising, we are developing a licensing program that reflects the innovative legacy of Fender and delivers unique products that will connect with players and fans around the world.”
This expanded licensing campaign builds on the success of Fender’s previous high-profile collaborations with brands such as Supreme, Saint Laurent, Jameson Whiskey, Wrangler, Zara, and LEGO—cementing its place as a cultural and commercial force far beyond the music industry.
For technical specs, additional information on new Fender products and to find a retail partner near you, visit www.fender.com. Join the conversation on social media by following @Fender.
