Licensing agency will bring the vehicle company into new categories, including apparel, toys and more.

The BMW Group has selected Brandgenuity to expand and manage its current global licensing program.

Under the agreement, Brandgenuity will add offices in Munich and Hong Kong in order to further accelerate and grow the program worldwide. It is also planning to expand licensing across Europe, North America, Korea, Japan and the Middle East. Key categories for growth include apparel and accessories as well as additional mono-branded experience stores and co-branded products.

The agency will also be responsible for managing and extending the brand’s existing program into toys, diecast and collectibles for the BMW and Mini brands.

“We are thrilled that the BMW Group has selected us to fuel the growth of their consumer products program,” says Andrew Topkins, managing director, Brandgenuity. “We look forward to finding more world-class partners for this world-class brand.”

The BMW Group’s current licensing program spans a host of categories, ranging from apparel and collectibles to video games, watches and fashion accessories. Puma also serves as the flagship global apparel partner while retail licensee Ports is responsible for the BMW Group mono-branded stores throughout China.

“Every great brand is about a promise and a relationship,” says Teri Niadna, managing director, Brandgenuity Europe. “We look forward to combining this with beautiful, purposeful design and innovation for an inspired, wide range of great products.”

Brandgenuity will begin managing the program this month.