Beanstalk to Bring ‘Forza’ to the Track

Beanstalk, Microsoft Studio’s exclusive global licensing agent, brokered the deal. The agency will also assist the brand in extending into additional categories.

Under the terms of the agreement, GMDS will create and distribute branded apparel–including youth-, womens- and menswear ranging from outerwear to t-shirts and headwear–and merchandise in major U.S. retailers as well as globally in GP Stores in South America, Asia, South Africa and the Middle East.

“GMDS USA is very honored and proud to be able to help bridge the reality of real racing with the world’s award-winning game racing franchise, ‘Forza Motorsport,’” says Stefano Jarach, chief executive officer, GMDS USA. “We will use our high-quality, stylish design, and unprecedented worldwide distribution to bring racing fans exciting and cool ‘Forza Motorsport’ gear.”

Additionally, GMDS USA will host a trackside program that will feature the video game, the apparel and other products that will only be available for fans that attend the races.

“We listened to our community’s request for licensed ‘Forza Motorsport’ merchandise and are pleased that we found the right partner with GMDS USA,” says Alan Hartman, studio head, Turner 10. “The ‘Forza Motorsport’ brand stands for community, experience and excellence, and we feel confident that GMDS USA’s ‘Forza Motorsport’ products will live up to those standards.”