By Gary Symons
TLL Editor in Chief
Brandgenuity has been selected as the exclusive global licensing agency for Nissan Motor Corporation.
Brandgenuity will be tasked with managing and accelerating growth across the current licensing program for Nissan’s brands, including iconic sports cars (Z, GT-R, Skyline), innovative electric vehicles (Ariya, Leaf) and Nissan Motorsport (NISMO) around the world.
The agency plans to expand its operations beyond the US, Europe and Hong Kong and will open a new office in Japan.
Teri Niadna, managing director of Brandgenuity, says Nissan’s built-in advantage in licensing is due to its extensive range of vehicles and legendary nameplates that embody its pioneering spirit of empowering mobility through innovative technologies and uncompromising performance.
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As well, Nissan just marked its 90th anniversary in December, and this year will observe another as NISMO celebrates its 40th anniversary.
“We are honored to work alongside Nissan on this game-changing global licensing assignment as they steer towards a new phase of licensing,” said Niadna. “Nissan stands for “Innovation for Excitement,” and we will bring that same approach to unique, innovative and enriching licensed products for passionate fans everywhere.”
Brandgenuity also points out Japanese car culture is one of the most popular car scenes in the US and it continues to grow, with Nissan at the forefront. Its cars have been featured in video games and movies for decades, bringing the unmatched excitement of driving to Nissan fans around the globe.
“We are thrilled to partner with Nissan, a leader in the lifestyle automotive space and among Japanese car enthusiasts,” said Jay Asher, Partner at Brandgenuity. “We are excited to develop new partnerships for this world-class brand and we plan on expanding our global operations to open an office in Tokyo in the near future.”
Asher says Brandgenuity will extend Nissan and its key brands across lifestyle, collaborations, interactive, collectibles and more, leveraging iconic and inspiring design and thrilling brand elements into innovative products and categories.