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Expanding its diverse client roster, Firefly Brand Management has announced it has teamed with The Kind Group to represent HIGH TIMES, the most recognizable cannabis lifestyle brand on the planet. This deal marks Firefly’s foray into the growing Cannabis licensing space. The Kind Group is a full-service merchandise, licensing, & brand elevation agency to elite cannabis & psychedelic brands looking to diversify revenue. Founded by merchandise industry veteran Dean Gelfand.

Firefly will kick-off its representation of the popular brand at this year’s Licensing Show in Las Vegas, seeking partnerships in all product categories, excluding “plant touching categories.

“We couldn’t be more excited to be part of gold standard in the cannabis culture, “noted Cynthia Modders, Firefly Brand Management, CEO. “Our introduction into the cannabis industry begins with one of the most unique brands in the industry, boasting 13MM social media followers across multi-channels. The brand maintains a rich heritage and has stood the test of time with a 45-year legacy that is certain to transcend into the most exciting top-tier licensing categories ever.”  

“For nearly 50 years, reaching new consumers and helping them better understand, and experience, the plant and our brand has been paramount to our success. While we’ve done this through media, events, and now actual cannabis sales in our dispensaries in California, this new partnership with Firefly will help us expand that growth around the world and into markets that have still yet to see the light,” Paul Henderson, High Times Chief Executive Officer noted. “Now, through branded merchandise and other licensing deals, the sky is the limit for High Times.”

About The Author

Rebecca Ash

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

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