Musician, entrepreneur and philanthropist will.i.am has partnered with the partnership marketing agency memBrain.

Combining memBrain’s expertise in merchandise licensing and strategic marketing services and will.i.am’s visionary ideas and global awareness, memBrain plans to create new intellectual properties under the supervision of will.i.am while also offering its clients access to a unique range of creative services.

“We are proud to be working with will.i.am on his various endeavors and are excited to bring his innovative thinking into our company,” says Jennifer Sullivan, president, memBrain. “Like will.i.am, the memBrain team dreams big and sees the future for our clients. Our shared vision is to revolutionize the marketplace, redefine merchandise licensing and reinvent the way that brands connect with their fans.”

At Licensing Expo, memBrain is featuring several new projects including Ekocycle and #willpower.

Ekocycle is a collaboration between will.i.am and The Coca-Cola Company that encourages recycling through strategic brand partnerships and marketing programs. memBrain will take on merchandise licensing, social media management and strategic planning for the brand.

The #willpower property is inspired by will.i.am’s signature symbol. memBrain is now looking to expand the brand into apparel, accessories, electronics, toys and games and additional categories.

“I am proud to work with memBrain on the Ekocycle movement and am excited by what the future holds for our new partnership,” says will.i.am. “There aren’t any limits to what we can do together and I am excited to help the memBrain team to grow and do great things.”

Additional programs for the partners include Wizards and Robots, a graphic novel created in partnership with Intel futurist Brian David Johnson, and Lidokidos, a content platform for kids of the future. As a first program for Lidokidos, YouTube star Baby Kaely will be presenting at Licensing Expo. Her album will debut this year, along with an app and mobile game. A merchandise program is also forthcoming and will include apparel, accessories, electronics, publishing, school supplies and toys and games, and will support STEM education initiatives.