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University of Oxford Taps Brandgenuity to Develop Lifestyle Licensing Program

Extensions will enable admirers of Oxford far and wide to enjoy the University’s unique culture and spirit


London, England (January 22, 2019) – The world-renowned University of Oxford will partner with global brand licensing agency Brandgenuity to expand its licensing program across a range of lifestyle and authority categories.

As storied as England itself, Oxford embodies British heritage, education, and ambience. While steeped in history, Oxford is thoroughly modern - continuously at the forefront of British thought, culture and university sport throughout its long history and into the present.

The Oxford licensing program will channel the contemporary, classic British atmosphere and lifestyle that makes Oxford admired all around the world. Licensing partners will be invited to interpret the Oxford brand in fresh, forward ways, with the help of the vast collections housed across its many great institutions, including the University’s Bodleian Libraries, Ashmolean Museum, and Oxford Botanic Garden.

In addition to apparel, accessories, and home, the Oxford program will leverage the University’s unparalleled educational credentials to create toys, games, and back to school products that allow the next generation of consumers to sample Oxford for themselves.

“Following a careful review of the agency marketplace, it was clear that Brandgenuity brings passion, creativity, enthusiasm and of course impressive results to the business of brand licensing,” commented Chris Evans, Managing Director, Oxford Limited. “Together, we plan to reinterpret the undoubted potential of the brand of the University of Oxford, bringing together the power of our global reputation and nine centuries of heritage with the breadth of opportunity and role in the modern world that Oxford, as the world’s number one* university, has to offer.”

“We are thrilled to be working with an iconic British brand whose beauty and excellence will help to produce truly timeless products,” said Teri Niadna, Managing Director of Brandgenuity Europe. “As a globally recognized institution, the University of Oxford has the potential to resonate with audiences on a worldwide scale.”

About University of Oxford

As the oldest university in the English-speaking world, Oxford is a unique and historic institution. There is no clear date of foundation, but teaching has existed at Oxford since 1096. Today there are 38 colleges and over 23,000 students at Oxford. *In 2017 and 2018 Oxford was ranked first in the Times Higher Education (THE) World University Rankings.

About Oxford Limited

Oxford Limited is a wholly owned subsidiary company of the University of Oxford. It manages the University’s brand licensing, retail and merchandise programmes.

About Brandgenuity

Brandgenuity is a leading global independent brand licensing agency headquartered in New York, with offices in London, Munich and Hong Kong. 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 BMW, Church & Dwight (ARM & HAMMER), White Castle, Edgewell (Edge, Banana Boat, Hawaiian Tropic, Playtex), Carmen Sandiego, MGM Studios (The Addams Family, Rocky, Pink Panther), PUR, Planet Fitness, ABI (Budweiser, Corona), NFLPA, Welch’s, Mrs. Fields, and others. For more information, contact