LFP Product Licensing has signed a set of exclusive global licensing deals for its Hustler brand with GloBrands.

The partnership will see GloBrands expand on the Hustler brand name with the development of new lines of consumer lifestyle products. As part of the agreements, marketing and manufacturing will begin immediately with the first items from the range rolling out later this year. Items in the line will include energy drinks, waters, condoms, signature cigars, hookahs and hookah tobacco and electronic tobacco products.

“People today identify with brands that demonstrate strong purpose,” says Andrei McQuillan, vice president, marketing, GloBrands. “That’s why we are thrilled to introduce the Hustler Collection, which is a portfolio of recreational innovative products that embody the spirit of Hustler and its iconic founder, Larry Flynt. Like Mr. Flynt, the Hustler Collection exemplifies the same spirit of freedom, defiance and aggressive entrepreneurialism.”

The Hustler brand has previously been licensed for products including fragrances and e-cigarettes.