Caterpillar: Building Better with Licensing

Caterpillar is adding strength to its licensing program with new collabs and unique product partnerships.
Barbara Sax

July 2, 2021

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Since 1925, the Caterpillar name has been synonymous with high-performance products built to last. Caterpillar’s Cat brand is one of the most valuable brands in the world and the Cat logo has become an icon, often worn as a badge symbolizing hard work, grit and a get-it-done attitude.

With a heritage that encompasses decades of steadfast performance and reliability across the industry it serves as well as global recognition, Caterpillar is poised for an expanded licensing presence.

“Under our flagship Caterpillar and Cat brands, we develop products and experiences that help our customers be more successful at work, at home and everywhere in between,” says Kenny Beaupre, manager, brand licensing, marketing and brand, Caterpillar.

After 95-plus years in business, Cat customers have come to expect strength, durability and quality from Cat-branded products, whether it’s the brand’s large earthmoving equipment or its various licensed products. Co-branded products and brand collaborations have been

a part of the brand’s portfolio since the late 1980s, but the company has been ramping up its licensed partnerships.

“We work hard to deliver on that expectation, especially when considering how to leverage key partnerships to improve our customers’ day-to-day lives,” says Beaupre. “Our licensed products have a lot in common with our core products. Our partners make products with a strong focus on quality, strength and durability.”

Caterpillar is looking to forge partnerships to create goods that capture the Cat spirit, personality and DNA – products that, like Caterpillar equipment, are tough, authentic, proud, powerful and uncompromising. The brand recently teamed up with Bullitt Mobile for a line of rugged smartphones. The latest S42 Hybrid Plus smartphone’s external components are blended with a silver, ion-based antimicrobial additive for exceptional germ defense – a groundbreaking feature that represents an industry first.  

“These phones are durable enough to be used on the job site, and they’re made for people who work hard and play hard every day,” says Beaupre. “The phones are dust-proof, drop-proof and resistant to vibration, sand, salt/mist and pressure, and are designed to withstand the rigors of a building site or the challenges first responders face on the job.”

In the footwear and apparel categories, Cat-licensed products feature the high-quality construction and global appeal that have become a standard for the brand. Partnerships with Wolverine Worldwide and SRIA have produced collections in the lifestyle and workwear segments that are available in nearly 150 countries and 200 Cat mono brand stores.

“Our newest licensing partnership is with Positec for top-of-the line professional grade power tools and outdoor tools,” says Beaupre. “The products all feature Cat’s core industrial and technical brand attributes, including cutting-edge technology. They are the first power tools to use graphene battery technology, enabling them to fully charge in just 20 minutes. Plus, they last four times longer than typical lithium ion batteries.”

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