IMG Licensing, a division of IMG Worldwide, and the marketing firm UniWorld Group have partnered to develop licensing and marketing opportunities for the music brand Def Jam Enterprises.

The collaboration is the first for the newly launched Global Brand Licensing division.

Def Jam Enterprises, the record label brand from music industry magnate Russell Simmons, is celebrating its 30th anniversary this year.

“Def Jam is a powerhouse brand in the music industry and has launched the careers of many stand-up comedians and poets,” says Robert Strand, vice president, IMG Licensing. “Def Jam is definitely a recognizable global brand and influential name in pop culture. With IMG’s global licensing capabilities and UniWorld’s brand stewardship, we believe a substantial consumer products business can be built around Def Jam.”

The partners will now look to expand the brand into new categories in order to deepen its connection with consumers globally.