This marks the first time that Volkswagen has worked with a third party agent for its brand licensing activities. The multi-year agreement covers all of Volkswagen’s licensing interests for the global Volkswagen licensing program for merchandise; and the companies are developing products for rollout next year.

“We are very pleased to select IMG as our partner," says Birgit Weigel, director of Volkswagen lifestyle and license management. "Their outstanding reputation and global experience fit our requirements perfectly and we are confident that they will represent our interests extremely well.”

"We are very proud to have been awarded this multi-year contract to represent the Volkswagen brand. The VW brand resonates worldwide for many aspirational values such as quality, functionality, technical excellence, ecological awareness and affordability," says Bruno Maglione, IMG Licensing executive vice president and global managing director, IMG Worldwide. "In addition to that, Volkswagen has over the years developed advertising campaigns and vehicle models that have marked eras and serve as iconic cultural and lifestyle milestones.  These are all unique and attractive attributes that will be leveraged for distinctive and appealing consumer products.”