Earl Enterprises has appointed IMG to extend its Planet Hollywood, Buca di Beppo,

Bertucci's, Bravo! Italian Kitchen, Brio Italian Grille and Earl of Sandwich brands globally through product and brand licensing partnerships.

IMG will work with Earl Enterprises to creatively extend its diverse portfolio across food, beverage, lifestyle, gaming and experiential categories through a range of product and brand licensing collaborations that reflect the unique characteristics of its hospitality and restaurant brands.  

“We firmly believe that customers’ affinities for our brands extend well beyond the in-restaurant dining experience and we are always looking for new ways to connect with our customers and be at the forefront of new trends,” says Robert Earl, founder and chief executive officer, Earl Enterprises. “IMG is the perfect partner to help take this to the next level, with a series of thoughtful licensed products and experiences that will embody everything customers know and love about our brands.”

IMG will pursue opportunities that reflect the heritage and tastes of each of the brands. The agency will work closely with licensees to leverage the strength of the brands across a variety of new retail channels, including grocery, club, specialty, ecommerce and more.

“We’re thrilled to be working with Earl Enterprises and its diverse portfolio of established restaurant brands loved around the world, from the iconic Planet Hollywood to the fun and festive family-favorite, Italian-American chain Buca di Beppo,” says Bruno Maglione, president, licensing, IMG. “Using our specialized expertise, we are looking forward to building upon their success and creating products and experiences that will allow consumers to enjoy their favorite menu items in new formats, new occasions and at home."