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Beanstalk to rev up Bentley licensing programme

British luxury car manufacturer, Bentley has appointed Beanstalk as its exclusive global agency for toys and interactive.

The partnership will see Beanstalk manage and grow Bentley’s global licensing programme across the toys, collectables and interactive product categories. The agency will support existing licensees, as well as utilise its extensive network and experience to extend the automotive brand’s product offering into new and exciting partnerships.

Over its 100-year history, Bentley has established itself as the most sought-after luxury car brand in the world.

Driven by its Beyond100 strategy, Bentley is looking to lead the way into a new, sustainable, wholly-ethical role model for the luxury sector.

Beanstalk will work with Bentley to ensure that the toys, collectables and interactive programme reflects the brand’s mission and positioning, while engaging with consumers of all ages, from kids to adults.

“We are truly honoured to be partnering with Bentley to leverage Beanstalk’s rich experience working with the world’s leading brands,” commented Allison Ames, president and ceo of Beanstalk. “By combining Bentley’s mastery in luxury cars with Beanstalk’s brand extension expertise, we look forward to further developing the brand’s world-class programme of replica vehicles in the physical and digital spaces, allowing consumers of all ages to experience the brand.

“The partnership with Bentley will also further the brand’s commitment to sustainability, a shared priority for both Beanstalk and Bentley.”

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