Brandgenuity Continues Anniversary Celebration

Brandgenuity is expanding its relationship with Paramount in the U.K. In addition to MTV and its sub-brands.

License Global

October 3, 2023

2 Min Read
"The Sims," Brandgenuity
"The Sims"Brandgenuity

In 2023, Brandgenuity celebrates its 20th anniversary. In 2003, four passionate licensing executives decided to join forces and launch an agency; Brandgenuity would focus on leveraging licensing as a tool for strategic growth and providing hands-on client service. In 2015, the agency expanded into Europe, with Teri Niadna heading the London office and all European operations. The agency has lots of exciting news in the works.

Brandgenuity was selected to build a global licensing program for the iconic life simulation game franchise, “The Sims,” targeted to its creative and diverse Gen Z and millennial fanbase. Lifestyle categories will include apparel, accessories, collaborations, collectibles and games, publishing and more.

Brandgenuity is expanding its relationship with Paramount in the U.K. In addition to MTV and its sub-brands, Brandgenuity will be seeking partnerships on behalf of Paramount’s TV and movie catalogue, including “Emily in Paris,” “Teenage Mutant Ninja Turtles,” “Baby Shark,” “South Park,” “SpongeBob SquarePants” and more.

Brandgenuity teamed with the NFLPA to host the first NFLPA Player Passport Tour in June, including a packed schedule across Frankfurt and London. Eight active NFL players were invited to attend the trip to build professional relationships for the NFLPA, as well as develop their own brands within the markets. With new products across the NFLPA portfolio launching during this year’s international games in London and Frankfurt, the Player Passport came at the perfect time for players to become even more acquainted with the hosting markets.

Related:Brandgenuity: Stand and Deliver

Sustainability continues to be top-of-mind for brand owners around the globe. Brandgenuity is continuously looking for ways to help deliver on this for clients and consumers. An exciting launch this year was the Groundtruth x Ed Stafford Duffle Pack, made from recycled components and materials, including plastic bottles and captured carbon.

The BMW licensing program continues to delight its fans with its growing lifestyle licensing program that appeals to a wide range of consumer segments. BMW and PUMA continue their fuel-driven relationship by recently announcing their latest collaboration, the 24H OF THRILLS Collection. Reflecting the essence of speed, power and precision, this collection brings the exhilaration of GT and endurance racing into everyday fashion. And, eyewear partner, Marcolin, has a sleek line of BMW eyewear that reinforces the brand’s design aesthetic.

Visit Brandgenuity at stand C254 at Brand Licensing Europe.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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