LAS VEGAS — Likeness Agency, a newly launched boutique licensing firm, is making its debut at Licensing Expo 2026 with a mandate to expand commercial opportunities for underrepresented intellectual property across the global licensing market.

Founded by licensing and consumer products executive Jasmin Francis-Bush, the agency focuses on building structured licensing programs for culturally driven brands, estates, and talent. Its model centers on translating cultural influence into scalable consumer products, retail partnerships, and cross-category collaborations.

“Many culturally influential brands remain under-leveraged in licensing,” said Francis-Bush. “We’re focused on connecting that IP with the right partners to unlock long-term, meaningful growth.”

Francis-Bush brings experience across sports, retail, and consumer products, with prior roles at the NBA, Bloomingdale’s, Macy’s, Williams-Sonoma, Pottery Barn, Nintendo of America, and collegiate licensing. Likeness Agency is targeting opportunities across all licensing categories, collaborations, and experiential retail for its clients and welcoming new clients as well.

At launch, the agency is introducing a roster of clients actively seeking licensing partnerships:

• The Apollo Theater — The iconic Harlem institution is expanding its licensing footprint, leveraging its archives and global brand equity across multiple product categories.
• The Althea Gibson Estate — The estate of the tennis pioneer and 11-time Grand Slam champion is building on recent visibility tied to milestone anniversaries and retail launches, with opportunities in sports lifestyle and heritage storytelling.
• 5001 Flavors — The New York-based bespoke fashion lifestyle brand is entering licensing to extend its red-carpet celebrity and custom suiting aesthetic into broader consumer markets.
• Yeza — The Jamaica-based reggae artist and digital creator represents emerging music IP with global reach, spanning lifestyle and brand collaborations.

Likeness Agency is meeting with licensees, retailers, and brand partners at Licensing Expo to explore partnerships across categories and territories.