(San Francisco) (June 21, 2022)—Firefly Brand Management has signed with the Cesar Chavez Foundation to represent one of the most iconic figures in American history, civil rights and farm labor leader Cesar Chavez.  Firefly and Chavez Foundation have established a mission-aligned licensing program dedicated to protecting and promoting the legacy and values of one of the country’s most prominent Latino Americans.

Firefly will spearhead strategic global and domestic plans seeking special collaborations and new licensing and merchandising partnerships, specifically in the Softline categories, that will include apparel, publishing, immersion experiences, gift and novelty, stationery, back-to-school programs, costumes and Mobile Apps.

“We welcome joining with Firefly to ensure the ideals and lessons of my grandfather’s legacy remain relevant and accessible for future generations of Americans,” said Andres Chavez, Executive Director of the National Chavez Center and one of Chavez’s grandchildren.

“There is no more distinguished figure for the Latino community and for America,” noted Cynthia Modders, president and CEO of Firefly Brand Management. “Cesar’s lifelong dedication and activism resulted in many historical accomplishments. He was most notably recognized for nonviolently battling for the rights of our country’s farm workers making him a social justice champion for Latinos and working people. We look forward to celebrating his life’s work and legacy through multiple categories and sharing his story by introducing a new line of products for new generations to enjoy and be proud of.”

The Cesar Chavez Foundation, through the National Chavez Center, manages the intellectual property of Cesar Chavez—including Chavez’s name, voice, image, likeness, speeches, and writings—on behalf of the Chavez Family.

About Cesar Chavez Chavez Foundation:

At the Cesar Chavez Foundation, our mission is to carry on Cesar’s life’s work of uplifting the lives of Latinos and working families by inspiring and transforming communities through social enterprises that address essential human, cultural, and community needs. Follow the Chavez Foundation on LinkedIn, Facebook, Instagram, YouTube and Twitter. For more information http://www.chavezfoundation.org.

About National Chavez Center:

The National Chavez Center (NCC) promotes and preserves the legacy of civil rights and labor leader Cesar Chavez through his images and words as well as the grounds where he spent his last years. The NCC honors the work and legacy of Cesar Chavez annually through the promotion and coordination of hundreds of annual service activities, speeches, events and celebrations across the country. Follow the NCC on Facebook, Instagram, and Twitter.

About Firefly Brand Management:

Firefly Brand Management is a full-service global brand management and licensing agency specializing in entertainment, interactive, technology, art and lifestyle properties. The company provides domestic and international licensing programs, product development, and offers dedicated marketing and business management services.