The Beatles Return North American Merchandising Rights to Bravado

Apple Corps and Universal Music Group’s (UMG’s) merchandise and brand management company, Bravado, have announced they have again partnered to develop new merchandise opportunities for The Beatles across retail, licensing and e-commerce in North America.  

The new agreement brings the band’s merchandise business and recorded music catalog together for a unified brand strategy across music and merchandise offerings. Bravado will work with Apple Corps to continue to expand The Beatles’ presence in the region by leveraging the company’s retail and licensing partnerships and e-commerce network to amplify direct-to-consumer efforts.  

UMG has been home to The Beatles’ recorded music catalog since 2012, a decade in which UMG and Apple Corps have worked together to find projects and campaigns to further introduce the band’s music to new generations of fans around the world. The Beatles’ arrival on streaming platforms in 2015, documentaries and active, engaging presence on social media platforms have served to prolong and broaden the brand’s global appeal. 

“Bringing The Beatles back to Bravado was a top priority of mine – not only as a fan of their music but as someone who is inspired by the creative and cultural impact they continue to have around the world,” says Matt Young, president, Bravado. “The responsibility of representing such an iconic and beloved brand isn’t lost on me and we look forward to working with Jeff Jones and the Apple Corps team to continue to bring The Beatles’ vision to life.”  

Related:Igloo Releases Limited-Edition Beatles Playmate Cooler

Bravado’s new Beatles online retail store is at Usastore.thebeatles.com. 

Bravado is exhibiting at Brand Licensing Europe 2022.  Find more info here.