Growing with Purpose: John Deere’s Licensing Programs Aim to Expand Reach and Instill Positive Values WorldwideGrowing with Purpose: John Deere’s Licensing Programs Aim to Expand Reach and Instill Positive Values Worldwide

John Deere, a rich heritage brand, is widely known for its diverse licensing portfolio. And in 2025, the company is looking to enhance and broaden its licensing programs even further to amplify its core message — to show appreciation for the people who work tirelessly to support us by providing the things we use every day like the roads we drive on, the fuel in our cars and the food on our tables.

John Deere's core message has been illustrated within its toy collaborations and partnerships for years. When creating a toy line, John Deere strives to produce an engaging and educational experience for all consumers. The company also aims to build children’s natural curiosity and “can-do” spirit while engaging in physical play, a novelty in an increasingly digital world.

Child plays with John Deere toys

John Deere toys not only provide children with memorable experiences, but the toy reviews are also overwhelmingly positive, with affordability and safety often mentioned. Elements that are frequently valued in the parent consumer market.

“By working collaboratively with our trusted licensees we’re able to reinforce the values, reputation and quality of our brand,” says Brooke Schmidt, global brand licensing category manager, John Deere. “With our partners, we also work hard to inspire the next generation of innovators."

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Innovation has always been at the core of John Deere’s licensing strategy. And, in 2025, the company is looking to develop long-term partnerships that will help them innovate in categories such as outdoor lifestyle, garden, workshop, home décor and electronic accessories.

More specifically in the gardening space, a growing licensing category for John Deere, the company hopes to target female consumers to create stylish ergonomic tools, accessories, comfortable kneelers, functional bucket organizers and high-quality small hand tools designed for ease of use and durability. And in the outdoor space, Deere is seeking to develop durable camping gear, portable fire pits and family-friendly outdoor games to enhance consumers’ love for the outdoors.

John Deere amplifying outdoor experience

“John Deere customers and brand fans have a strong affinity for the outdoors, whether cultivating a garden, quality time around the fire pit or family fishing trips,” says Kasia Finnan, global brand licensing category manager, John Deere. “The John Deere brand is a natural fit for these licensing categories, providing quality products that can be used for fun and everyday life.”

Fulfilling Consumer Needs Through Licensing

A priority for John Deere in its licensing programs is to anticipate customer needs ahead of the market. Most recently, John Deere partnered with Skechers to provide agricultural professionals, construction workers and outdoor enthusiasts with everyday footwear for a safe and comfortable day’s work or outdoor adventure. The collection includes a men’s shoe designed with waterproof materials and protective features like composite toe, nano carbon safety and PORON XRD metatarsal (bone) protection.

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The collection also includes a children’s shoe that features tractor-inspired designs and S-lights with on/off buttons. (What kid doesn’t like shoes with lights?) The children’s shoe also features Skechers air-cooled memory foam insoles and is machine-washable, saving parents time after kids have enjoyed an exciting day outside in the fresh air.

This coming year the company will be looking for more ways to satisfy consumers’ needs in emerging markets, particularly in regions like Europe, Brazil, Central America and parts of Africa and Asia. The vast agricultural lands and diverse climates of these regions make them ideal target markets.

180 Years of Community Support

Alongside its licensing programs, John Deere has a longstanding history of creating purposeful impact for the communities it serves and for the families who live, work and learn in these communities. One example is supporting youth programs like National Future Farmers of America (FFA), a non-profit that provides financial support for FFA members and agricultural education initiatives. In fact, John Deere announced this past March a commitment of $3.9 million to the organization.

Related:Skechers Announces John Deere Footwear Partnership

Other ways John Deere supports farmers and communities are through organizations such as Feeding America, which the company recently granted $6.6 million towards solving hunger, and Farm Rescue, a non-profit that offers free planting, haying, harvest and livestock feeding assistance to farm families experiencing a major injury, illness or natural disaster.

Build Up and Transform the Licensing Industry with John Deere

All in all, John Deere uses its licensing programs and merchandise as a vehicle to showcase the importance of supporting the farmers and leaders that spend their day-to-day lives sustaining and feeding the people around them. The company is excited to keep doing so in the new year with partners that have a track record of quality and strong relationships with retailers. John Deere will attend the New York Toy Fair, Licensing Expo, Atlanta International Gift, Spielwarenmesse, Home Furnishings Market and the National Hardware Show, and is eager to start conversations and create futures with other companies in the licensing industry.