By Allison Watkinson
TLL Reporter
Fender Musical Instruments has appointed Global Merchandising Services as its new international licensing agent.
Global Merchandising Services will operate as Fender’s exclusive licensing agent for the UK and EMEA, as well as serving as a non-exclusive agent for additional regions across the globe.
As its new licensing representative, Global Merchandising Services will work closely with the Fender team to develop a brand extension program across multiple categories such as childrens’ products, education, home goods, technology, fashion, experiential collaborations and more.
“We are thrilled to join forces with Global to spearhead Fender’s worldwide brand licensing program,” said Fender licensing director, Najla Quarry. “Fender has a rich history of inspiring artists and fans alike, and this partnership will allow us to further extend our iconic brand into new markets and categories around the globe.
“Global’s expertise in managing leading global brands makes them an ideal partner, and together, we look forward to creating exciting new opportunities for our customers to engage with Fender in fresh and innovative ways,” added Quarry.
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Initially founded in 1946, the Fender Musical Instruments Corporation (FMIC) is a global company that manufactures, markets and distributes a wide selection of products for musicians.
This includes high-quality guitars, amps, effects pedals, instrument accessories, learning platforms, interactive applications and more.
FMIC’s portfolio of wholly-owned and licensed music brands includes Fender, Squier, Gretsch, Jackson, EVH, Charvel, Bigsby and PreSonus.
“Our partnership with Fender expands Global’s reach beyond artists into corporate brands, continuing our story as a trusted home for the world’s most beloved and recognizable music IP,” said Global Merchandising Services licensing head, Jens Drinkwater. “We are beyond excited to be working with such a true pioneer in music.”
The Global Merchandising Services agency will seek new licensees for the Fender brand, as well as develop expansions for its existing partners.
Global Merchandising Services is a licensing and merchandising company that focuses on providing services to the music, celebrity and lifestyle industries.
The company offers a wide range of services to its clients including product development, branding, manufacturing, direct sales, retail distribution, third-party licensing, sponsorships, endorsements, e-commerce and more.
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