TLC will represent the camera brand for worldwide licensing.

The Eastman Kodak Company has appointed CAA-GBG, through its TLC division, to expand Kodak’s worldwide brand licensing program.

TLC will develop a long-term brand extension strategy for the camera brand that focuses on audio-visual technology and communication sectors.

Key markets for the program include North America, Latin America, Asia and India.

“We are truly excited to be a part of this next phase of Kodak’s brand development,” says Daniel Avener, senior vice president, TLC. “TLC is uniquely positioned to leverage Kodak’s iconic brand status for future generations of consumers and professionals across the globe.”

Although Kodak is known for its history in photography, the company also has a motion picture film group with recent releases including Jason Bourne, The Hateful Eight and Batman v Superman: Dawn of Justice, all being shot on Kodak film.

“We look forward to working with TLC to maximize the value of the Kodak brand across a broad range of consumer products,” says Brian Cruz, vice president and general manager, consumer products group, Kodak. “We know that there is huge potential to grow the Kodak brand through our licensing business, and TLC is the right partner to help us grasp these opportunities.”