Greenlight, part of BEN Group New York, has appointed BeFound, a newly0-formed venture in Dubai, as the local licensing agency for the Albert Einstein brand.

BeFound will represent the scientist across the MENA region, and will manage rights for consumer products as well as promotional licensing.

“Working to expand the licensing program for Albert Einstein in MENA is almost like a dream come true,” says Nitin Kalra, founder, chief executive officer, BeFound. “As one of the most renowned brains in the world, Einstein touched everyone's lives in some way or the other. Parents aspire their kids to be like Einstein, whereas almost the entire tech world owes their foundation to Einstein's research in his times. I am confident that everyone can relate to Einstein in their own way and that's what makes this brand program exciting yet challenging.”

“We are incredibly excited to bring BeFound on board to expand the Einstein licensing program,” says Ryan Kernan, vice president, rights representation and merchandise licensing, Greenlight. “BeFound's deep connectivity and extensive experience in the region, coupled with Einstein's mass appeal, will bring the Einstein brand to life in new ways across the MENA region, celebrating Dr. Einstein's unparalleled legacy.”