Iconic Music Lifestyle Brand Extends into Apparel and Wall Art, Working Together with Beanstalk
June 13, 2014, London, U.K., - Iconic American music lifestyle brand, Fender, today announced Sunset Bioworld and Pyramid Posters as its first two European licensing partners in the apparel and wall art categories. The deals mark the launch of the brand’s European licensing programme, developed in collaboration with Fender’s exclusive licensing agency, Beanstalk.
Sunset Bioworld will create a line of apparel and accessories items, including t-shirts, hoodies, jackets, socks, headwear, wallets and key chains. Pyramid Posters has been granted the European rights for a Fender wall art collection, featuring posters, canvases, wood prints, mirrors, metal prints, key chains and badges. Both ranges will be available through traditional as well as online retailers across Europe.
Brian Tedeschi, Director of Business Development at Fender, says, “We are excited to kick-off the European part of our licensing programme, building on the success we are already enjoying in North America and Asia. Fender has an incredibly loyal fan base, with an appetite for products that help them connect with the brand outside of music. The new apparel and wall art collections will further establish Fender as an influential player in modern, music lifestyle culture across Europe.”
Lisa Reiner, President of Beanstalk Europe and Asia Pacific, comments, “With its iconic rock-n-roll status, Fender meets the European market demand for brands with a strong lifestyle image and a contemporary music connection. Extensions into key categories such as wall art and apparel will offer fans of the brand the opportunity to further connect with Fender through new products and retail channels. Sunset Bioworld and Pyramid Posters are both market leaders in their respective areas, making them idealpartners for a brand that is widely renowned for its superior quality musical products.”
Fender is the world’s leading guitar and musical instrument amplifier brand and a name that is synonymous with popular music since its inception in Southern California in 1946. Fender instruments, such as the Telecaster®, Precision Bass®, Stratocaster® and Jazz Bass® guitars, and Bassman®, Twin Reverb® and Deluxe Reverb® amplifiers, are known worldwide as the instruments that started the rock ‘n’ roll revolution, and they continue to be highly prized by today’s musicians and collectors alike. For more information, visit www.fender.com.
Beanstalk, a global brand extension agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer.
Beanstalk offers a breadth of services including brand licensing, direct-to-retail program management, license acquisition for manufacturers, and royalty auditing. Blueprint – Powered by Beanstalk, our consulting division, advises clients through four key practice areas: brand extension + retail development, research + insights, design + identity, and operations + governance. Tinderbox, our digital division, works with new media properties to realize their potential in the world of consumer products.
The company is headquartered in New York, with offices in London, Los Angeles, Miami, and Cincinnati, and affiliates throughout the world. For more information, please visit www.beanstalk.com. Beanstalk is a part of the DAS Group of Companies, a division of Omnicom Group Inc.
About The DAS Group of Companies
The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.