, a global brand licensing agency, has entered a strategic alliance with Collaborations Licensing, a licensing agency and brand consulting firm that specializes in collaborations and brand partnerships. The alliance will enable both agencies’ clients to implement dynamic brand partnerships that engage new consumers and establish cultural relevance while leveraging each other’s expertise in creative deal structures and co-branding opportunities.
“Beanstalk brings unparalleled access to some of the biggest brands in the world,” says Jason Kletzky, founder, president, Collaborations Licensing. “We bring out-of-the-box ideas and the ability to execute partnerships that blend innovation and culture. By combining our respective strengths, we will bring a fresh perspective to the consumer products space that helps our clients stand out from the crowd and create new points of distinction.”
Collaborations was founded by industry veteran, Jason Kletzky, to fill a white space between street/skate
Beanstalk has been active in the traditional, licensed co-brand space throughout its history, with partnerships, including Andy Warhol x Vans, Vespa x adidas and HGTV HOME x Sherwin-Williams. However, the market has now shifted. Across fashion, lifestyle, food and beverage, brand partnerships are being used as a marketing tool to generate buzz and engage consumers through limited-edition drops that create a sense of purchase urgency.
Collaborations’ relationships with culturally relevant brands and expertise in creative deal structures combined with Beanstalk’s client roster will lead to new brand partnerships that amplify each brand’s presence in the zeitgeist. The agencies will work to establish brand partnership strategies for their collective clients to create on-trend products.
“While licensed products have always served as a revenue-generating marketing tool, the modern wave of brand partnerships today leans much more into a product’s ability to generate halo and hype, with those partnerships generating hundreds of millions of brand impressions to engage consumers,” says Allison Ames, chief executive officer, Beanstalk. “In order to ensure our clients are not just keeping pace with, but setting trends, our alliance with Collaborations Licensing will further evolve the work that we have already accomplished in this space.”
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