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Brandgenuity at 20

Brandgenuity at 20

In 2023, Brandgenuity celebrates its 20th anniversary. In 2003, four passionate licensing executives decided to join forces and launch an agency. Brandgenuity would focus on leveraging licensing as a tool for strategic growth and providing hands-on client service. In 2015, the agency grew to expand into Europe, with Teri Niadna heading the London office and all European operations. The agency has lots of exciting news in the works!

The Sims

Brandgenuity was selected to build a global licensing program for the iconic life simulation game franchise, The Sims, targeted to its creative and diverse Gen Z and Millennial fanbase. Lifestyle categories will include apparel, accessories, collaborations, collectibles and games, publishing and more. 

Brandgenuity Expands Partnership with Paramount in Europe 

Brandgenuity is expanding their relationship with Paramount in the UK! In addition to MTV and its sub brands, Brandgenuity will be seeking partnerships on behalf of Paramount’s TV and Movie catalogue including Emily in Paris, Teenage Mutant Ninja Turtles, Baby Shark, South Park, Spongebob Squarepants and more. 

NFLPA Player Passport

Brandgenuity teamed with the NFLPA to host the first ever NFLPA Player Passport Tour in June 2023, which included a packed schedule across both Frankfurt and London. 8 active NFL players were invited to attend the trip to build professional relationships for the NFLPA, as well as developing their own personal brands within the markets. With new products across the NFLPA portfolio launching during this year’s international games in London and Frankfurt, the Player passport came at the perfect time for players to become even more acquainted with the hosting markets.

A Focus on Sustainability

Sustainability continues to be top of mind for brand owners around the globe. Brandgenuity is continuously looking for ways to help deliver on this for clients and consumers. An exciting launch in 2023 was the Groundtruth x Ed Stafford Duffle Pack which is made from recycled components and materials including plastic bottles and captured carbon. 

BMW Licensing Revving Up!

The BMW licensing program is continuing to delight its fans with its growing lifestyle licensing program that is appealing to a wide range of consumer segments.  BMW and PUMA continue their fuel-driven relationship by recently announcing their latest collaboration, the 24H OF THRILLS Collection. Reflecting the essence of speed, power, and precision, this collection brings the exhilaration of GT and endurance racing into the world of everyday fashion. And, marquis eyewear partner, Marcolin, has a sleek line of BMW eyewear that’s reinforcing the brand’s design aesthetic. Visit Brandgenuity at Brand Licensing Europe at Stand C254.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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