Global Icons and Asembl Brands Australia are on board to bring the men’s magazine into new categories throughout the Asian and South Pacific markets.
Rodale has appointed two agents–Global Icons and Asembl Brands of Australia–to develop brand licensing programs for the Men’s Health brand throughout the Asia Pacific.
Global Icons will represent the men’s magazine across China, South Korea and Southeast Asia. Meanwhile, Asembl Brands of Australia will represent the brand in Australia and New Zealand.
“With readership for the Men’s Health Australia publications increasing every year, now is a perfect time to connect on a deeper level with audiences through a brand-extension program,” says Justin Watson, managing director, Asembl. “We look forward to developing products that will enable men to make positive changes in their lives.”
Through the partnerships, Rodale will extend its Men’s Health brand offerings across a range of healthy-living product categories–including frozen ready meals, sports nutrition, vitamins/supplements, personal care and fitness equipment.
“Developing consumer products that are backed by the global recognition that our brand portfolio offers will open new doors for our customers to accomplish their fitness goals and lead healthier lives,” says Rob Novick, senior vice president, global business development, Rodale. “We are delighted to be working with Global Icons and Asembl to create new Rodale brand experiences for the burgeoning health- and wellness-minded populations in Asia and the South Pacific.”