Global Merchandising Services to Spearhead Expansion of Fender’s Worldwide Licensing Program

Global Merchandising Services (Global) has announced it has been appointed exclusive licensing agent for Fender, in the U.K. and EMEA (non-exclusive for rest of the world).

Founded in 1946, Fender has created guitars, amps, pedals and accessories for players around the world.  

Global will develop a comprehensive brand extension program, working closely with Fender to leverage nearly eight decades of musical excellence and innovation. Expanding on successful Fender partnerships from Saint Laurent to Supreme, LEGO, Wrangler, Zara, Global will be developing meaningful programs across multiple categories, including Kids & Educational, Home & Tech, Fashion, Collabs, Experiential and more.

“We are thrilled to join forces with Global to spearhead Fender’s worldwide brand licensing program, says Najla Quarry, licensing director, Fender Musical Instruments Corporation. “Fender has a rich history of inspiring artists and fans alike, and this partnership will allow us to further extend our iconic brand into new markets and categories around the globe. Global’s expertise in managing leading global brands makes them an ideal partner, and together, we look forward to creating exciting new opportunities for our customers to engage with Fender in fresh and innovative ways."

“Our partnership with Fender expands Global’s reach beyond artists into corporate brands, continuing our story as a trusted home for the world’s most beloved and recognizable music IP,” says Jens Drinkwater, head of licensing, Global. “We are beyond excited to be working with such a true pioneer in music.”