Global Merchandising Services has been appointed the exclusive licensing agent for Fender Musical Instruments in the UK and EMEA (non exclusive for the rest of the world).
Global will develop a comprehensive brand extension programme, working closely with Fender to leverage nearly eight decades of musical excellence and innovation. Expanding on successful Fender partnerships from Saint Laurent to Supreme, LEGO, Wrangler, Zara and more, Global will be developing meaningful programmes across multiple categories, including kids and educational, home and tech, fashion, collaborations, experiential and more.
“We are thrilled to join forces with Global to spearhead Fender’s worldwide brand licensing programme,” commented Najla Quarry, licensing director at Fender Musical Instruments Corporation. “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.”
Jens Drinkwater, head of licensing at Global Merchandising Services, continued: “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 recognisable music IP. We are beyond excited to be working with such a true pioneer in music.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).
