Global Merchandising Services’ Lisa Streff on building brands into lifestyle platforms

Lisa, it’s great to chat. You’ve been with Global Merchandising for just over a year now. What have been some highlights?
It’s been an incredibly exciting and fast-paced year. What drew me to Global Merchandising was the unmatched portfolio of legendary artists and their strategic diversification into lifestyle and entertainment brands. It has been a tremendous year of growth for the company, and I am so honoured to play a role in it.

One of the biggest highlights has been the 50th anniversary campaign for Iron Maiden – and the merchandising campaign around it. The scale and creativity behind the Run For Your Lives world tour, the upcoming Infinite Dreams visual history book and the cross-category success – from high-end collectibles and apparel to mobile gaming and even wine – perfectly showcase how deep and diverse our licensing strategy can be.

Another major moment for us is going to be Ozzy Osbourne’s farewell concert, Back to the Beginning. We’ve built a global program with over 40 licensees that touch nearly every category imaginable – footwear, fashion, jewellery, collectibles and even travel accessories.

We are also extremely excited about Oasis’ sold-out worldwide reunion tour kicking off in July in the UK with shows around the world, including US, Mexico, South Korea, Japan, Australia, Argentina, Chile and Brazil – playing to over two million fans. We have exclusive capsule launches celebrating their Definitely Maybe album with the UK streetwear brand Represent, as well as products coming from Levi’s, Funko, Pintrill, Clipper, Casetify, Pluginz, Licensing Essentials, Cotton On, CPS Chaps, and many more.

It’s been a busy year!
Yes! And I’d be remiss not to mention the newest addition to our roster in the entertainment category, Skibidi Toilet, which is completely redefining how digital-first properties can scale into consumer products. It’s been a year of pushing boundaries, and we’re just getting started.

These are all global brands, but what are some of your key focuses for the US market?
In the US, our strategy is all about building brands into lifestyle platforms. We see incredible untapped opportunity in the crossover between music and pop culture – particularly for brands like Fender, which has the legacy and aesthetic to resonate far beyond instruments.

We’re also leaning into nostalgia-driven storytelling with 90s and 2000s icons like the Backstreet Boys, while recognising that Gen Z and Alpha are engaging with legacy artists in totally new ways via social and streaming platforms. We want to meet them there – with product that feels current, relevant and cool.

What does a brand need to have in order to appeal to Global Merchandising?
There are a few key elements: global recognition, a passionate fanbase, a strong visual and cultural identity, and a willingness to evolve. We work with brands that have a clear point of view and deep emotional resonance – whether they’ve been around for 30 to 50 plus years, like Iron Maiden, Motorhead, Oasis and Motley Crue… Or experiencing recent growth and recognition such as these two Southern California lifestyle brands, Foos Gone Wild and BlackCraft.

“We love working with licensees who come to us with bold ideas grounded in authenticity.”

We also look for storytelling potential. Can we build out a licensing program that taps into the essence of the brand while offering creative room to grow? That’s what fuels our partnerships – from a legacy band like Iron Maiden to the iconic Southern California-born alternative lifestyle brand, BlackCraft. We’re not here just to put logos on t-shirts – we’re here to build lasting brand extensions across meaningful categories.

What examples would you point to as being a good showcase for how creative licensees can be with your brands?
We’ve seen some incredible creativity across the board. One standout is Iron Maiden’s collaboration with Massive Warfare on a mobile game – it’s a perfect fusion of music and interactive entertainment. Their success in beverage licensing, like the Darkest Red wine, also shows how far the brand can stretch while staying true to its roots.

Ozzy Osbourne’s licensing program is another great example – from premium jewellery with The Great Frog to fun novelty items like the Tubbz Cosplay Duck and metal posters from Displate. These partnerships reflect the multi-dimensional personality of the brand. We love working with licensees who come to us with bold ideas grounded in authenticity. When those two elements align, that’s where the magic happens.

Is there a brand in your portfolio that you feel is especially ‘untapped’ at the moment?
Fender is definitely one to watch. As we gear up for their 80th anniversary in 2026, there’s enormous potential to expand this iconic brand into fashion, footwear, home, HBA and electronics and tech accessories. Fender has defined generations of music and culture – it’s not just a guitar brand, it’s a symbol of self-expression and artistry.

Another is Skibidi Toilet. With over 110 million YouTube subscribers and 35 billion views, it’s a cultural juggernaut with massive appeal to younger audiences. The licensing opportunities here are endless – apparel, footwear, accessories, arts & crafts, stationery, home décor and beyond. It’s an incredibly fun brand that invites creativity and unconventional thinking.

Terrific. Vegas Licensing Expo is around the corner. What are some of your key aims for the show?
Licensing Expo is an amazing platform for us to showcase our growing portfolio and the full scope of our licensing capabilities. We want to connect with current and future partners across all categories – from retail and digital, to fashion, wellness, kids, gaming, food & beverage, collectibles and more. We’re looking to build strategic, long-term relationships that can bring new energy and innovation to our brands.

“It’s been a year of pushing boundaries, and we’re just getting started.”

It’s also a time to celebrate our artists and announce exciting new initiatives – from anniversary campaigns to major concert tours and collaborations. Ultimately, Vegas is about momentum, and we’re bringing a slate of properties that are ready to scale.

Before we wrap up, what helps you have ideas for brand extensions? What fuels your creativity?
Inspiration is everywhere. I draw ideas from pop culture, music, fashion trends, streetwear, digital content and especially from walking through retail stores. There’s something incredibly energising about seeing what’s happening in the marketplace in real time – it always sparks new ideas.

I pay close attention to what our competitors are doing, but even more so to how consumers are interacting with brands. I’m constantly on the lookout for white space and untapped opportunities. Above all, I’m fuelled by the passion of the fans and the incredible creativity of our licensees and artist partners – they’re a constant source of innovation.”

I also believe in the power of collaboration. Some of our best ideas come from brainstorming sessions where someone throws out a “what if?” and we run with it. When you’re surrounded by a team that truly loves what they do and the brands they work with, creativity becomes contagious. That’s what makes this job so exciting.

Absolutely. Thanks again Lisa. See you in Vegas!