Brandgenuity Appointed Licensing Agent for ‘The Sims’

Brandgenuity will bring consumer product programs to the video game franchise.
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License Global

May 22, 2023

'The Sims' artwork
'The Sims' artwork Brandgenuity


has been appointed to develop a global licensing program for the life-simulation game franchise, “The Sims,” catering to its diverse and engaged Gen Z and millennial fanbase.

With a history spanning 23 years, “The Sims” has generated over 500 million downloads with the latest installment, “The Sims 4,” bringing more than 70 million players worldwide to the game. Furthermore, the franchise is poised for growth with “Project Rene,” a game touted as “The next generation of play,” which is currently in development.

“Simmers have eagerly asked for more – product, content, experiences, and with licensing, we’re excited to deliver to the fans, who are the heart of the brand,” says Julia Victor, head, brand, The Sims.

Brandgenuity will collaborate with “The Sims” franchise to extend the brand’s reach across various lifestyle categories, such as apparel, accessories, collaborations, collectibles, games and publishing. Its efforts will expand the brand’s online and offline presence, bringing

“The Sims” universe to life in various new ways.

“‘The Sims’ is like no other interactive brand – creative, inclusive and mischievous,” says Jay Asher, partner, Brandgenuity. “We’re so excited to bring ‘The Sims’ from URL to IRL, to delight fans with the products they’ve been asking for and to deliver new ways for them to engage with and share the brand.”

Brandgenuity, which was recently named among License Global’s

Top Brand Licensing Agents

, will be exhibiting at

Licensing Expo

in Las Vegas, booth J140.

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