The partnership will build on campaigns launched by Fender’s in-house team, which include the Fender premium audio system for vehicles and Fender’s first electric guitar that also acts as a video game controller, designed for the Rock Band video game. BLT will focus on the following categories: apparel, accessories, audio, electronics, mobile devices and accessories, toys, bags and packs, home and décor, barware, stationary, school supplies and greeting cards.
“Licensing provides an opportunity to connect the brand with all music enthusiasts, regardless if they play an instrument or not, and to be part of their everyday life in a meaningful way,” says Mark Van Vleet, senior vice president of business affairs for Fender Musical Instruments Corporation. “We partnered with Brand Licensing Team because of their strategic approach
“We only work with brands we are passionate about, and Fender taps into the fun, music-loving side of us all,” say BLT managing partners Cindy Birdsong and John Shero. “They set the bar high and have a vision that is inspiring. Our goal is to build upon the current brand equity in exciting new ways through innovative products and partnerships.”
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