Brand Licensing Team and Fender Musical Instruments Corporation Enter Licensing Partnership
ATLANTA, April 1, 2011 – Brand Licensing Team (BLT), a leading agency in Atlanta specializing in brand licensing, announced today that it has entered into an agreement with Fender Musical Instruments Corporation (FMIC) to help expand the Fender® licensing program into new categories and global markets.
Fender is the number one U.S. guitar and amplifier brand and a name that is synonymous with all things rock ‘n’ roll. The partnership will build on the innovative licensing campaigns launched by Fender’s in-house team, which include the Fender Premium Audio System for vehicles, developed in partnership with Volkswagen and Panasonic, and Fender’s latest development in its long-standing involvement in the Rock Band video game franchise, the first electric guitar that also acts as a video game controller.
Mark Van Vleet, Senior Vice President of Business Affairs for FMIC, comments, “Music is an integral part of consumers’ daily life. It triggers certain emotions and feelings, and Fender is one of the most recognizable and loved brands in this space. Licensing provides an opportunity to connect the brand with all music enthusiasts, regardless if they play an instrument or not, and to be part of their everyday life in a meaningful way. We partnered with Brand Licensing Team because of their strategic approach to licensing and care of the brand.”
BLT Managing Partners Cindy Birdsong and John Shero commented, “We only work with brands we are passionate about, and Fender taps into the fun, music-loving side of us all! They set the bar high and have a vision that is inspiring. Our goal is to build upon the current brand equity in exciting new ways through innovative products and partnerships.”
The licensing efforts will be focused on the following categories: apparel and accessories, audio and electronics, mobile devices and accessories, toys, bags and packs, home and décor, barware, stationary and school supplies, and greeting cards.
For more information, please contact Brand Licensing Team at 678-324-3250 or visit www.brandlicensingteam.com.
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