SGW Global and Motorola Mobility have signed a six-year agreement, as SGW Global has the exclusive rights to develop and market the Motorola brand of nursery and personal audio products globally starting Jan. 1, 2021.

The new deal is a partnership extension of more than 10 years. The companies, along with global retail partners, will work closely together to transition from the current range of nursery and personal audio products to new ranges introduced by SGW.

This partnership will also take advantage of the experience, energy and capabilities of both companies to work on design and innovation with the intention of enriching product quality, user experience and audio performance.

“We consider it to be a huge privilege to be associated with the Motorola brand, and having been a licensee of other categories for the past 10 years understand the strength that the brand brings.” says Malcolm Paton, executive director, SGW Global. “Motorola’s legacy of quality and innovation is second to none and we at SGW will strive to continue and build on that journey. Motorola is instantly recognizable by consumers throughout the world.”

The agreement will see SGW’s consumer electronics portfolio significantly strengthen and unlock worldwide opportunities for the Motorola brand.

“Throughout our long-standing relationship, we have always been impressed with the quality, safety and reliability of SGW products, SGW’s compliance with the requirements of the brand licensing program and SGW’s dedication to the Motorola brand,” says David Carroll, executive director, brand licensing, Motorola Mobility. “With SGW’s leadership, we believe SGW will take Nursery products, and Personal Audio products to a new level and look forward to partnering with SGW on this journey.”