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Brandgenuity to Drive Global Licensing Program for Major Automotive Brand


New York, NY (March 29, 2017) –Brandgenuity has announced that it will expand and manage the global licensing program for the BMW Group.

The BMW Group currently has a worldwide consumer products program. The premium consumer products program offers high-quality products to its consumers across many categories from apparel and collectibles to video games, watches and fashion accessories. Puma is the flagship global apparel partner while retail licensee Ports is responsible for the BMW Group mono-branded stores in China.

Brandgenuity, a full-service trademark licensing agency based in New York and London, will add offices in Munich and Hong Kong to further accelerate and grow the program across the world. The agency will also be responsible for managing and extending the existing program in toys, diecast and collectibles for the BMW and Mini brands.

Brandgenuity will begin managing the program starting in April 2017. “We are thrilled that the BMW Group has selected us to fuel the growth of their consumer products program,” said Andrew Topkins, Managing Director, Brandgenuity LLC. “We look forward to finding more world-class partners for this world-class brand.”

“Every great brand is about a promise and a relationship,” said Teri Niadna, Managing Director of Brandgenuity Europe. “We look forward to combining this with beautiful, purposeful design and innovation for an inspired, wide range of great products.”

Brandgenuity plans to expand licensing in Europe, North America, Korea, Japan and the Middle East. Key categories for growth include lifestyle apparel and accessories, additional mono branded experience stores and co-branded products. The agency will be looking for world-class partners with the capability to create inspired designs.

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About Brandgenuity

Brandgenuity LLC is a leading independent international brand licensing agency headquartered in New York. The agency is ranked amongst the top 15 licensing agencies worldwide. Brandgenuity extends famous and iconic brands into new categories to build awareness and generate incremental revenue. A full suite of licensing services includes strategic licensing planning, prospecting, legal support & contract negotiation, retail development and assisting manufacturers in the strategic acquisition of licenses. The agency’s clients include Viacom Network, Staples, Arm & Hammer, Planet Fitness, Hawaiian Tropic, Banana Boat, Playtex, and MGM Studios, among others. For more information, please visit and our Licensing Show booth #J122.