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Brandgenuity unmasked as licensing agency for The Phantom of the Opera

Leading agency to represent Broadway’s longest running show


NEW YORK, NY (March 26, 2010) – The Really Useful Group Ltd has announced that it has signed NY based licensing agency Brandgenuity to develop and manage its US licensing program for The Phantom of the Opera and the forthcoming production Love Never Dies to complement its own In theatre activities.

“We are delighted to have appointed Brandgenuity to work with us on these prestigious titles and have every confidence that they will help us develop a licensing program that is both sympathetic to the original theatrical productions but also embraces the exceptional new creative materials available,” said Michael George of The Really Useful Group.

An array of successful musicals in recent years has contributed to the American public’s fascination with musical theater and now admirers of the Phantom phenomenon can look forward to licensed products, including apparel and accessories, social expression, home decor, housewares, HBA, gifts, collectibles, interactive and games. Brandgenuity will draw on the robust archive of musical and visual assets in product that celebrates and embodies the world’s most haunting love story as it approaches its 25th anniversary. Licensees will have access to elements of the Phantom’s costume, set and stage design, and world renowned lyrics for use in producing first-class merchandise.

“The Phantom of the Opera is a Broadway classic and an evergreen brand,” said Adina Avery-Grossman, Managing Director at Brandgenuity. “Its iconic look and unforgettable music have made it a part of pop culture here in the US and around the world. We are confident that we will be able to create products and experiences that capture the romantic yet haunting spirit of the property and that feed the passion of fans everywhere.”

On Broadway, since its debut on January 26, 1988, The Phantom of the Opera has earned $740 million, making it the highest-grossing show in Broadway history. Beyond Broadway, Phantom has been produced in 149 cities, in more than 25 countries around the world and seen by over 100 million people. Its staggering international success is represented by total worldwide grosses estimated at over $5 billion. This colossal figure makes The Phantom of the Opera the most successful entertainment venture of all time, surpassing not only any other stage production in history, but also the world’s highest-grossing film Avatar, and other major blockbusters including The Lord of the Rings, Jurassic Park and Star Wars. A sequel to The Phantom of the Opera entitled Love Never Dies, will open this March in London and in late Fall ’10 in the United States.

About The Really Useful Group

The Really Useful Group (RUG) was founded in 1977. It is an International entertainment company actively involved in theatre ownership and management, theatrical production, film, television, video and concert productions, merchandising, records and music publishing.

About Brandgenuity LLC

Brandgenuity LLC is a leading independent trademark licensing agency based in New York. The agency was voted #1 Licensing Agency of the Year 2008 by a leading industry publication. Brandgenuity extends world-class brands into new categories to build awareness and generate incremental revenue. The agency’s clients include MGM Studios, Food Network, World Poker Tour, Cadbury Adams, Church & Dwight, and Pabst Brewing Company among others.


Rachel Humiston
Brandgenuity LLC
(212) 925-0730