By Allison Watkinson
TLL Reporter
Renaissance Licensing has secured new consumer product partnerships and sub-agents for the Steve McQueen Estate on behalf of the late actor’s son, Chad McQueen.
Steve McQueen was a Hollywood actor who rose to fame in the 1960s. McQueen was known for starring in high-profile films such as The Magnificent Seven, Papillon and the Thomas Crown Affair.
In addition to his acting pursuits, McQueen competed in numerous national and international motorsports racing events including the British Touring Car Championship, the 12 Hours of Sebring and the Elsinore Grand Prix.
Because of his racing experience, McQueen often performed his own stunts in feature films such as Le Mans, Bullitt and The Great Escape.
The recently-signed partnerships for the Steve McQueen brand will feature licensed products such as special-edition boots, motorcycles, luxury watches and themed apparel.
“It is so gratifying to see the continued interest that people all over the world have in my dad,” said Chad McQueen. “Each new partnership is a chance to reach a whole new generation of fans.”
The Original Playboy footwear brand is launching a chukka boot design that is based on the shoe that Steve McQueen wore during his Hollywood and racing career from the 1950s to the 1970s. The Original Playboy is a long-standing luxury footwear brand that is located in Denmark.
Metisse Motorcycles has been selected to develop a limited-edition Desert Rider motorcycle for the Steve McQueen Estate.
The France-based luxury watch manufacturer B.R.M. Chronographes is releasing a line of Steve McQueen timepieces that feature design elements inspired by automobiles and motorsports racing.
Automobile Club de l’Ouest and the Diverse clothing brand are launching a co-branded apparel collection inspired by both Steve McQueen and the Le Mans long-distance car racing competition.
In addition to these new licensing partnerships, Renaissance has signed multiple sub-agents for the Steve McQueen Estate in a variety of territories outside of North America.
These new sub-agents include Blue Chip Brands, Interactive Licensing Management, Infiniss and Gorian Consumer Products.
Blue Chip Brands will be responsible for managing the Steve McQueen brand’s licensing rights in Australia and New Zealand.
Interactive Licensing Management will handle the Steve McQueen Estate across Greater China, Japan and Southeast Asia.
Infiniss will manage the brand’s South Korean licensing program.
Gorian Consumer Products will lead the licensing program for the brand in several European territories including Germany, Switzerland, Austria, Belgium, Luxemburg and the Netherlands.
“Having local partners in key markets for the Steve McQueen brand is critical for our expansion strategy,” said Renaissance Licensing partner, Liz Van Denburg. “We have worked with these agents for many years and are confident in their ability to bring best-in-class partners to the Steve McQueen family of licensees.”
Founded in 2023, Renaissance Licensing is a global agency that offers a range of services such as retail distribution, brand management, licensed product development, partnership negotiation and more.