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Parham Santana’s BrandSlam Division Takes On American Toy Icon image

Parham Santana’s BrandSlam Division Takes On American Toy Icon

Parham Santana – The Brand Extension Agency today announced a new licensing agreement with GUND for their licensing division, BrandSlam. GUND signed on to BrandSlam’s holistic approach to licensing, which includes strategy, creative, sales and licensee management.
Parham Santana will assist GUND in developing a licensing strategy for brand extensions, which will allow consumers to engage GUND across new product categories. Licensed product will be designed for sales at better stores where GUND is currently available.
For more than a century, GUND has been creating uniquely “huggable” teddy bears and other plush toys. Recognized the world over for their quality and innovation, GUND began designing and producing teddy bears in 1898– the first American companies to do so. Today, they are the leading plush manufacturer in the U.S. with an extensive collection of distinctive characters under the GUND and babyGUND brands.
“GUND is thrilled to be partnering with Parham Santana’s BrandSlam,” commented Sally Drewes, GUND’s Marketing Director. “Parham Santana’s expertise in brand extensions will help leverage GUND’s into new and unique product categories. We are looking forward to working with Parham Santana’s experienced and talented team of branding experts.”
“We are excited to introduce the many great attributes that have long been associated with the GUND brand to consumers across a wide variety of new product categories,” says Aaron Spiegeland, Vice President of Strategy and Licensing at Parham Santana and head of its BrandSlam division. “GUND is an American icon. We are honored that they have chosen us to partner in this initiative.”
Parham Santana (, The Brand Extension Agency helps national brands extend and restage in the retail world. Positioning and brand extension strategies for clients have guided long-term multi-billion-dollar retail programs for thousands of products at major national retailers in every channel of distribution – including Walmart, Kohl’s and Bed Bath & Beyond. Parham Santana’s clients are among the worlds leading brands, including Food Network, Better Homes and Gardens, Discovery Channel, and American Girl.
GUND®, a division of Enesco, LLC, is known worldwide for its top quality, soft and huggable plush designs and gift products. Award-winning GUND® products appeal to all ages, from infants up, and are perfect for both play and collecting. The 115-year old company is based in Edison, New Jersey, and distributes throughout the United States and Canada as well as in Europe, Japan, Australia and South America. GUND® products may be found in gift, specialty, toy, book, museum and department stores and many other retail outlets. Please visit

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