Global Merchandising details first wave of Fender licensees

Global Merchandising Services has detailed its first wave of licensees for Fender.

Newly signed licensing partners include Blue Tree (Beer gifting – UK), Round2 LLC (Diecast Collectibles – USA), Tex-Ass GMBH (Apparel – Germany), Fashion UK (Apparel – UK, EU), Blackwing (Stationery – Global), Sock Affairs (Accessories – EU), Lugz (Footwear – US), Hyperkin (Gaming Accessories – US), King & McGaw (Framed Fine Art – UK), Licensing Essentials (Apparel – Australia, New Zealand), and Epic Desk (Desk Accessories – US).

Additional partnerships across lifestyle categories – including wine, watches and travel accessories – are also currently in development.

Global has also appointed strategic agent partners for Fender in South Korea, India, Italy and beyond.

“As we approach three major milestones – Fender’s 80th and the 75th anniversary of the Telecaster as well as the P Bass – we are excited to bring Fender’s story to life in new and engaging ways for our fans,” said Najla Quarry, Licensing Director at Fender.

“Together with Global Merchandising, we are developing a licensing program that reflects the innovative legacy of Fender and delivers unique products that will connect with players and fans around the world.”

Oli Stanton, New Business Director at Global Merchandising Services, added: “Fender is synonymous with creative expression and cultural impact. Our goal is to honour the brand’s legacy while introducing it to new generations of fans across categories and geographies. This first slate of partners lays the foundation for an anniversary campaign that is both reverent and resonant.”