BrandSlam, the licensing division of agency Parham Santana, has signed on to represent the United Nations Children’s Fund in the U.S.

Parham Santana will partner with the U.S. Fund for UNICEF to develop a strategy to find new categories for products with cause-related messaging.

Product sales will help UNICEF raise funds to save and improve children’s lives through healthcare, clean water, nutrition and education.

UNICEF’s licensing activities began in 1949 with its first Christmas card, and since then product-based fundraising has generated valuable funds while promoting the charity’s cause. UNICEF currently has an extensive licensing program with Hallmark for greeting cards and related categories sold at retail stores including Pier 1 Imports and Barnes & Noble.

“Consumers are increasingly seeking a sense of purpose and integration of their personal values into their everyday purchasing choices. The U.S. Fund for UNICEF’s new licensing opportunities will enable more consumers to make meaningful contributions to UNICEF’s causes while doing their weekly shopping,” says Aaron Spiegeland, vice president of strategy and licensing, Parham Santana and head, BrandSlam division.