After 30 years of building licensing programs, the global agency continues to expand its areas of expertise and grow its clients’ brand licensing programs for a bold future.

Patricia DeLuca, Senior Managing Editor

July 21, 2022

1 Min Read
Xbox clothing from Fashion UK.
Xbox clothing from Fashion UK.Beanstalk

Thirty years ago, lawyers and colleagues, Michael Stone and Seth Siegel, founded Beanstalk – a brand licensing agency focused on leveraging the power of the licensing business model for corporate brands. Until then, licensing, with a few exceptions, had traditionally and primarily been a tool used for entertainment properties to sell products that bring characters and stories to life in the hands of the consumer. Beanstalk’s mission was to demonstrate how this legal tool could help corporate and other non-entertainment brands achieve their brand and marketing goals and objectives, while protecting the trademark and generating revenue. In 30 years, Beanstalk has experienced tremendous growth and made a positive impact on the licensing industry. It is now the 30th anniversary of the agency, and Beanstalk aims to build awareness of licensing and its benefits across the marketing community. 

Since 1992, the agency has evolved alongside its clients by expanding its global presence and diversifying its service offering. Beanstalk was founded in New York City with key clients including The Coca-Cola Company, Harley-Davidson and The Greenwich Workshop. The New York office continues to be the global headquarters of the agency with additional offices in London, Miami and Cincinnati, as well as recently opened offices in Mexico City and Sao Paulo to service Latin America, and strategic partnerships around the world. In 2005, Omnicom, a leading marketing communications holding company, acquired Beanstalk in what was the first-ever acquisition of a licensing agency by a holding company. Omnicom offers Beanstalk and its clients unparalleled access to complementary marketing services and resources. In 2011, Beanstalk acquired Nancy Bailey & Associates, combining talent, expertise and relationships to better serve both agencies’ clients. 

Related:Beanstalk Talks Licensing Labs, to Benefit UNICEF

There’s more to the story– read about Beanstalk here.  

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About the Author(s)

Patricia DeLuca

Senior Managing Editor, License Global

Patricia DeLuca currently serves as License Global's Senior Managing Editor.

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