Brand extension agency is on board to grow the outdoor TV host’s licensing program.

Bear Grylls Ventures has tapped Beanstalk to represent the adventurer and TV personality for licensing in Europe and North America.

Beanstalk will now aim to build a lifestyle program that will carry the brand’s vision to “inspire, equip and empower” across a host of categories including apparel, accessories and outdoor products.

“We are honored to have been selected to assist Bear Grylls in developing his licensing program,” says Allison Ames, president, Beanstalk. “As one of the world’s most admired personalities and adventurers, we are thrilled to be working with Bear and his team to extend his brand through inspiring products that capture its unique spirit of self-challenge and pushing boundaries. Bear Grylls is the global authority in outdoor adventure and we look forward to empowering his admirers to engage with his brand in new and meaningful ways.”

Grylls is best-known for his Emmy award-winning television shows “Man Vs Wild” and “Born Survivor.” He also hosts the adventure show “Running Wild” on NBC in the U.S. as well as “The Island with Bear Grylls” for Channel 4 and “Bear Grylls Survival School” for ITV in the U.K. and “Absolute Wild” for Dragon TV in China.

Additionally, he is currently the youngest ever Chief Scout to the U.K. Scout Association and is an honorary Colonel to the Royal Marines Commandos.

“Bear is admired by adults and children alike, and is a truly original and inspiring individual,” says Rupert Tate, chief executive officer, Bear Grylls Ventures. “As a result of his unique and diverse background and experiences, Bear has become the leading global adventure specialist around the world. His vision and reputation will transfer perfectly into a lifestyle consumer products progrm that celebrates his individuality and allows consumers to share his love of adventure. We are very happy for Beanstalk, the world’s leading specialist brand licensing agency, to join us on this exciting journey as we develop this unique brand.”