Fender

“Our goal is to honour the brand’s legacy while introducing it to new generations of fans across categories and geographies,” said Oli Stanton, New Business Director at Global Merchandising Services.

“Our partnership with Fender expands Global’s reach beyond artists into corporate brands,” said Jens Drinkwater, Head of Licensing at Global.

“Bringing these two brands together marks an iconic musical moment for a passionate group of guitar and LEGO brick lovers,” said Fender’s Richard Bussey.