Deal marks Firefly’s first foray into cannabis.

License Global

May 20, 2022

1 Min Read
Firefly Brand Mangement logo.
Firefly Brand Mangement logo.Firefly Brand Mangement

Expanding its client roster, Firefly Brand Management has teamed with The Kind Group to represent High Times, a cannabis lifestyle brand. The deal marks Firefly’s foray into the growing cannabis licensing space. The Kind Group is a full-service merchandise, licensing and brand elevation agency to elite cannabis and psychedelic brands looking to diversify revenue.  

Firefly will kick off its representation of the popular brand at this year’s Licensing Expo in Las Vegas, seeking partnerships in all product categories, excluding “plant touching'' categories. 

Read More: Firefly Brand Management Signs with MeTV

“We couldn’t be more excited to be part of the gold standard in the cannabis culture,” says Cynthia Modders, chief executive officer, Firefly Brand Management. “Our introduction into the cannabis industry begins with one of the most unique brands in the industry, boasting 13MM social media followers across multi-channels. The brand maintains a rich heritage and has stood the test of time with a 45-year legacy that is certain to transcend into the most exciting top-tier licensing categories ever.”   

“For nearly 50 years, reaching new consumers and helping them better understand and experience the plant and our brand has been paramount to our success,” says Paul Henderson, chief executive officer, High Times. “While we’ve done this through media, events and now actual cannabis sales in our dispensaries in California, this new partnership with Firefly will help us expand that growth around the world and into markets that have still yet to see the light. Now, through branded merchandise and other licensing deals, the sky is the limit for High Times.” 

Firefly Brand Management exhibiting at Licensing Expo 2022. Find out more information here.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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