TreImage: Seeing the Bigger PictureTreImage: Seeing the Bigger Picture

If there is one image that encapsulates Licensing Expo 2023, it’s rapper Ja Rule jumping out of a life-size Funko box onstage during his performance at the Opening Night Party. That wasn’t a stunt but rather a sneak peek into a licensing partnership. Earlier this year, Funko released a Pop! Vinyl figure of the multi-hyphenated celebrity ahead of a world tour this year. The performance and partnership were the work of Long Beach, Calif. licensing agency, TreImage, which is bringing topnotch talent to Licensing Expo. This year’s Opening Night party, again powered by TreImage, will feature country music vocal group, Chapel Hart, who are opening up for R&B/ hip-hop artist, CeeLo Green.

At the helm of TreImage is Charles Singleton, founder, chief executive officer, who integrates the entertainment, luxury consumer products and nonprofit sectors to create experiences that maximize its clients’ brand-building efforts. TreImage formed when Singleton set his sights on boosting the profile of urban brands that weren’t getting the recognition they needed. Through his efforts, TreImage’s brands began to receive global notice.

Charles Singleton.

“Urban brands were not getting the light that they needed, and I wanted to step into that role,” says Singleton. “All of a sudden, I had all these corporate brands reach out to me, and I became more of a corporate entity with these big boys. We’ve expanded. Now, we have partnerships with agents in Europe, Asia, South America, Central America and Africa. We have a worldwide reach with agents, manufacturing and licensing options.” 

Related:CeeLo Green to Headline Licensing Expo Opening Night Party

Taking Notice

TreImage continues to establish itself in the food and beverage sector through collaborations with corporate brands. In 2020, TreImage worked with SunMaid raisins to help raise awareness of the brand’s rebranding to include categories such as consumer packaged goods, kitchen textiles and home décor, apparel, fashion accessories, toys and publishing.

TreImage partnered with Sunkist on a line of sauces and dressings. This year, Broadus Foods and SweetKiwi announced a partnership to introduce frozen Greek yogurt bars featuring Snoop Cereal flavors. Recently, TreImage secured the Smurfs license for SweetKiwi, resulting in a line of Greek frozen yogurt bars in two new flavors to launch at retail this summer. 

Snoop Cereal.

With strengths in licensing, marketing, branding and, more recently, manufacturing, TreImage can provide a 360-degree campaign for its client.

“Licensing and marketing go hand-in-hand, and that’s how TreImage is different,” says Singleton. “We feel that a lot of clients that license are not properly marketing to the consumer, and [therefore] the license is not going to [perform]. Just because you got it into a retailer doesn’t mean anything if nobody knows about the product.” 

TreImage specializes in representing entertainers for licensing and marketing opportunities. The agency’s roster of celebrities is expanding daily. While having a celebrity on board a licensing program may help bolster a product, Singleton emphasizes that it doesn’t guarantee increased sales.

“We give [celebrities] ownership of the IP, so they would be more motivated to push it,” says Singleton. “It’s more of a joint venture, and we can launch the product together. If the joint ventures are successful, the celebrity has ownership. The project’s success hinges on effective marketing and promotional support from the celebrity or brand involved.” 

Making Moves 

Leading up to Licensing Expo, TreImage will highlight its recent licenses, and more celebrity food collaborations are in the works. TreImage has successfully secured a deal for a line of Tropical Vibes rum, scheduled to hit stores this fall. However, Singleton is currently prioritizing the expansion of the agency’s presence in both the gaming and food and beverage sectors. This involves establishing new partnership agreements with a slot machine manufacturer, a game app developer and an upcoming partnership announcement with a major food and beverage manufacturer. These strategic initiatives position TreImage to introduce innovative and captivating products into the market space. 

Ja Rule at Licensing Expo 2023.

Singleton’s goal for TreImage is to establish an agency that can stand alongside long-standing companies in licensing. 

“A lot of the brands are already with the big boys,” says Singleton. “We are carving our way into this society of licensing. We’ve been doing a pretty good job the last few years, and we’re constantly growing. And I think adding the manufacturing aspect to our business will attract more brands.”

This story was taken from the May 2024 issue of License Global. Read the full issue here.