CAA-GBG has partnered with Ryan Seacrest Distinction, Riot Games’ “League of Legends” and Bobcat to expand and extend their brand awareness and equity through strategic licensing opportunities.
The agency will leverage its global network and creative capabilities to support these new partners as they connect with consumers in innovative ways that go beyond their core products and media, enabling them to strengthen their communities of brand loyalists, reach new consumer audiences and unlock their full brand potential.
The three new partnerships demonstrate the range of CAA-GBG’s capabilities and expertise in bringing brand extension programs to market across a variety of customer segments and business models. CAA-GBG specializes in building successful, long-term programs on behalf of its clients across the lifestyle, corporate, sports and gaming, character and talent segments. CAA-GBG considers and manages all aspects of bespoke brand extension programs, including strategy and insights, creative ideation, licensee acquisition, retail targeting and activations, marketing management, business affairs, royalty collection and analysis.
CAA-GBG will work with Ryan Seacrest Distinction as it expands into new categories and brings Seacrest’s signature style to a wider audience. The branded collection of accessibly priced suit separates, sport coats, dress shirts and accessories launched through an exclusive partnership with Macy’s in 2014. CAA-GBG and Seacrest plan to extend the line into the footwear, eyewear, sportswear, home, haircare, health and wellness and food and beverage categories.
The company will help Riot Games’ “League of Legends” identify and boost growth opportunities across new consumer product categories, including fashion, accessories, gifts and collectibles, and mobile/tech accessories, with a focus on target markets that include the U.S., China, South Korea, Brazil and Western Europe.
CAA-GBG will also work with Bobcat, the manufacturer and marketer of compact equipment, to introduce the brand into new categories via strategic licensing and retail efforts. Bobcat seeks to offers consumers a wide range of products designed to help them deal with real-world challenges. The brand’s offerings span workwear, apparel, footwear, hand tools, accessories, outdoor power tools and equipment, safety equipment, coatings and sealants, lubricants, and truck/trailer accessories, among other products.