Las Vegas’ Mandalay Bay Resort & Casino has tapped All-American Licensing & Management Group to develop a comprehensive licensing program.

The new MB Lifestyle brand will include a variety of products within the fashion, apparel and swimwear categories, as well as skincare products, spirits, luggage, furniture, home and bedding.

Product design will be based on the Mandalay Bay experience and its “resortist” philosophy.

“We’re always looking for creative ways to capture the imagination of our guests,” says Chuck Bowling, president and chief operating officer, Mandalay Bay. “With more than 70 years of licensing experience, AALMG is committed to connecting Mandalay Bay with opportunities that not only generate new revenue streams, but also build brand loyalty and awareness among our guests.”

Mandalay Bay has already opened its first MB Lifestyle flagship store within the resort. Future expansion plans include stand-alone retail shops in locations around the world.

“We are delighted to be working with Mandalay Bay. After studying this resort for more than a year, we are poised to develop Mandalay Bay as a stand-alone lifestyle brand with a uniquely distinct ‘resortist’ feel,” says Reed Nettles, project manager for the Mandalay Bay brand, AALMG. “We know that the retail industry is eager for the new casually elegant resort brand that Mandalay Bay represents throughout the world.”