Iconic New York dance company the Rockettes is kicking its brand into high gear with the appointment of licensing agency Full Picture.

“Expansion into retail licensing is a logical next step for the brand,” says Chris Moseley, senior vice president, product management and brand oversight, the Rockettes. “The fundamental goal is to offer our legions of loyal and engaged fans even more great points of connection to the Rockettes.”

Full Picture will head the brand expansion and retail licensing for the property, with plans to extend into fitness, beauty and fashion categories.

“The Rockettes are not only an iconic brand with a hugely rich history, but they are also synonymous with dance, fitness, glamour, beauty, and, of course, Radio City Music Hall,” says Hilla Narov, vice president, brand management and licensing, Full Picture. “We’re thrilled to help bring the Rockettes to new levels of public awareness as we create brand partnerships that expand the Rockettes’ singular legacy.”