May 20, 2022
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.
“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
“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.”
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