Greenlight Appoints BeFound as the Licensing Agency for Albert Einstein in MENA
Greenlight, part of BEN Group, Inc. (BEN) New York has appointed the newly formed venture in Dubai – BeFound, as its local licensing agency for the Albert Einstein brand. BeFound will represent the world-renowned genius scientist across the MENA region, and will manage rights for consumer products as well as promotional licensing.
“Working to expand the licensing program for Albert Einstein in MENA is almost like a dream come true. As one of the most renowned brains in the world, Einstein touched everyone’s lives in some way or the other. Parents aspire their kids to be like Einstein, whereas almost the entire tech world owes their foundation to Einstein’s research in his times. I am confident that everyone can relate to Einstein in their own way and that’s what makes this brand program exciting, yet challenging,” says Nitin Kalra, Founder & CEO of BeFound – A Brand Licensing Company.
Ryan Kernan, Vice President – Rights Representation & Merchandise Licensing, Greenlight adds, “We are incredibly excited to bring BeFound on board to expand the Einstein licensing program. BeFound’s deep connectivity and extensive experience in the region, coupled with Einstein’s mass appeal, will bring the Einstein brand to life in new ways across the MENA region, celebrating Dr. Einstein’s unparalleled legacy.”