By Gary Symons
TLL Editor in Chief
Fender Musical Instruments Corp., the guitar maker that gave the world the Telecaster twang and Precision Bass groove, is plugging into new markets as it heads toward a milestone anniversary tour.
Global Merchandising Services on Thursday announced the first wave of licensing partners for Fender’s expanding brand extension program, timed to celebrate the company’s 80th anniversary in 2026, as well as the 75th birthdays of the Telecaster guitar and Precision Bass.
As any musician knows, those two instruments alone have been at the heart of modern music almost since the first electrified instruments were created. The Telecaster in particular created a design that is the most emulated for all electric guitars worldwide. When I run my weekly open mic concerts, there’s always at least a couple of Telecasters hanging on the wall, and frequently a Precision Bass or two.
In partnership with Fender, Global Merchandising is orchestrating, so to speak, a multi-category licensing campaign that mixes heritage, innovation and culture. The program’s opening lineup of licensees spans everything from beer to gaming, footwear to fine art.
Newly signed partners include Blue Tree for beer gifting in the United Kingdom; Round2 LLC for diecast collectibles in the U.S.; Tex-Ass GMBH for apparel in Germany; Fashion UK for apparel in the U.K. and Europe; Blackwing for stationery worldwide; Sock Affairs for accessories in Europe; Lugz for U.S. footwear; Hyperkin for gaming accessories in the U.S.; King & McGaw for framed fine art in the U.K.; Licensing Essentials for apparel in Australia and New Zealand; and Epic Desk for desk accessories in the U.S.
If it sounds like Fender is putting its brand on just about everything, that’s the point. Global Merchandising points out that Fender has a massive cultural following that transcends the musicians, and extends out to music fandom. The partners have an ambitious agenda, and say additional partnerships in categories such as wine, watches and travel gear are in the works and will be unveiled in the months ahead.
“Fender is synonymous with creative expression and cultural impact,” said Oli Stanton, business director at Global Merchandising Services. “Our goal is to honor the brand’s legacy while introducing it to new generations of fans across categories and geographies. This first slate of partners lays the foundation for an anniversary campaign that is both reverent and resonant.”
To boost its reach, Global has also appointed new agent partners in South Korea, India, Italy and other territories, further expanding Fender’s international presence.
For Fender, the campaign marks both a nostalgic nod to its iconic instruments and a chance to riff on new consumer trends. “As we approach three major milestones—Fender’s 80th and the 75th anniversary of the Telecaster as well as the P Bass—we are excited to bring Fender’s story to life in new and engaging ways for our fans,” said Najla Quarry, licensing director at Fender.
The program builds on Fender’s history of high-profile collaborations with brands such as Supreme, Saint Laurent, Jameson Whiskey, Wrangler, Zara and Lego. Those partnerships helped cement the brand’s reputation as not just an instrument maker but a cultural amplifier.
Founded in 1946 by Leo Fender, the company’s instruments have been played by legends from Buddy Holly to Jimi Hendrix, from the garage to the arena stage. The Telecaster and Precision Bass, introduced in the 1950s, are staples of modern music, laying down everything from country riffs to punk power chords to Motown grooves.
With the new licensing push, fans who’ve never picked up a guitar may still find a way to plug into the brand. Whether that’s slipping on a pair of Fender-branded socks, cracking open a Fender beer or parking a Fender diecast model car on their desk, the company hopes to strike a chord with consumers who live far beyond the stage lights.
Fender’s anniversary licensing program will continue to expand into 2026, with more partnerships expected to be announced later this year.
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