By Gary Symons
Randy’s Donuts, an LA favorite, wants to make a lot more doughnuts, and a lot more dough.
So the iconic snack shop, a well-known landmark and pop culture icon in the City of Angels, has engaged IMG Licensing to help guide an ambitious global expansion plan. Under a new, multi-year partnership, IMG has been engaged as the brand’s exclusive licensing agency.
“Our legacy has always been rooted in quality, innovation, and community,” said Mark Kelegian, CEO of Randy’s Donuts. “Partnering with IMG Licensing marks an exciting new chapter for us, opening the door to creative collaborations across verticals. Their global expertise allows us to bring the spirit and heritage of Randy’s Donuts to even more people around the world in fresh, unexpected ways.”
IMG says it’s remit is to work closely with Randy’s Donuts to build a dynamic licensing program spanning fashion and apparel, food and beverage, collectibles, immersive brand experiences, and more.
Founded in 1952, Randy’s Donuts has become a symbol of LA pop culture and a must-see stop for locals and tourists alike, with its giant rooftop donut sign featured in various films, music videos, and pop culture moments.
As the brand approaches its 75th anniversary in 2027, Randy’s Donuts is accelerating its global expansion, with its recent debut in New York City and upcoming openings in Las Vegas and Santa Clara. Randy’s is also expanding in international markets such as Japan, Korea, Mexico, and the Middle East.
The new agreement with IMG marks Randy’s Donuts’ first such global partnership with a licensing agency.
“With nearly 80 years of heritage, an unmistakable brand identity, and universal resonance among chefs, celebrities, as well as Gen Z, and Millennial audiences, Randy’s Donuts has tremendous licensing potential,” said Van Kokeh, Vice President, IMG Licensing. “Together, we’re excited to build Randy’s Donuts into a true global lifestyle brand through strategic partnerships, entertainment initiatives, and immersive activations.”
IMG Licensing says it will leverage the brand’s rich history, street aesthetic, and past collaborations with Guess, Crenshaw Skate Club and TOMS to develop culturally relevant product offerings and experiences that strengthen the brand’s global reach.
For more information about licensing opportunities with Randy’s Donuts, visit https://imglicensing.com/brands/randys-donuts/.
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