Under the agreement, Global Merchandising Services will develop and execute a worldwide licensing program focused on categories including fashion lifestyle, beauty & wellness, strategic collaborations, and limited-time offerings.

“Ongoing growth has positioned Vita Coco as far more than a beverage – it’s a mindset and a lifestyle brand with enormous cultural relevance,” said Global Merchandising Services’ Oli Stanton.

“We see tremendous opportunity to build thoughtful partnerships that authentically extend the brand into fashion, wellness, and collaborative experiences, creating programs that excite consumers – while delivering meaningful value to retail partners worldwide.”

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The range spans fashion-forward golf shirts, hats, gloves and golf tees, while capturing Cooper’s ‘edgy aesthetic’.

“Golf has always been one of my passions, and this line lets me bring a little rock ‘n’ roll to the course,” said Alice Cooper.

“It’s fun, edgy, and totally in line with my style and perfect for fans who like to make a statement.”

Barry Drinkwater, Founder of Global Merchandising Services, added: “We couldn’t be more excited to launch our ‘Golf Rocks’ store with the Alice Cooper’s The Cooper Club line. It’s the ultimate mash-up of rock star attitude and golf-ready performance, giving fans a chance to show off their personality while enjoying the game.”

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Global Merchandising will develop a licensing strategy across categories including home, fashion, stationery, textiles, interactive, experiential and beyond. The programme will also honour the museum’s exhibition calendar by translating them into consumer product lines – beginning with the upcoming exhibition Wes Anderson: The Archives, which debuts on November 21st, 2025, through to July 26th, 2026.

“We are honoured to be collaborating with one of the world’s most dynamic and future-facing cultural institutions,” said Oli Stanton, New Business Director at Global Merchandising Services.

“The Design Museum’s innovative programming and influential exhibitions offer extraordinary storytelling and creative licensing potential that will resonate with consumers and design enthusiasts globally.”

Lycia Lobo, Chief Operating Officer at the Design Museum, added: “This is an exciting and strategic new chapter for the Design Museum. With Global Merchandising’s expertise in brand building and international retail, we look forward to extending the museum’s reach into new territories and formats – sharing the value of design with broader audiences through imaginative, high-quality products.”

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Our mission is to bridge the gap between the creator economy and the entertainment industry. It’s all about taking what’s authentic and fan-driven about internet culture and pairing it with world-class storytelling, production, and brand strategy.

And Skibidi Toilet – for those not in the know, what’s the origin story behind the brand?
Adam: Skibidi Toilet started as a surreal animated series created by a brilliant independent animator named Alexey. He built it entirely on his own, one frame at a time, and somehow tapped into the collective imagination of Gen Alpha. Within two years, it became one of the most watched franchises on the planet, with tens of billions of views and a passionate global fanbase.

Is that when it came to your attention?
Adam: It came onto our radar when we realised its cultural footprint rivalled that of legacy franchises like Marvel and Harry Potter – yet it was completely decentralised and creator-led. We saw it as the purest example of a new kind of IP: born from the internet, owned by its audience and ready to evolve into a full entertainment universe.

I imagine people have spent a long time trying to work out exactly why it’s resonating so strongly with people. What do you put it down to?
Adam: Because it’s unfiltered creativity. There’s no committee, no corporate polish, just pure imagination and chaos in the best way. Gen Alpha has grown up remixing culture in real time – Skibidi speaks their language. It’s funny, weird, endlessly rewatchable and deeply communal. And underneath the absurdity, there’s real craft – cinematic scale, recurring characters and serialised storytelling. Kids see it as theirs. It’s a franchise that grew up with them, not at them.

“Gen Alpha has grown up remixing culture in real time – Skibidi speaks their language.”

Great answer. And I imagine there was an element of risk taking on an IP like this. Have you found you’re having to give prospective partners an ‘education’ around why this IP is one to get behind?
Adam: At first, yes. Skibidi doesn’t fit traditional boxes, so we had to show partners the data – 65 billion YouTube views, 18 billion TikTok hashtag views… – and help them understand this isn’t a meme, it’s a movement. But once they see the scale and the fan engagement, the ‘education’ becomes inspiration.

Every major brand is now looking for relevance with Gen Alpha, and Skibidi delivers that in a way no legacy franchise can. The energy, humour and reach is undeniable. Invisible Narratives was built to translate that kind of digital phenomenon into mainstream opportunity, and Skibidi is the perfect proof of concept.

What about the brand makes it ripe for expansion into consumer products, film, and TV?
Adam: Skibidi has what every enduring franchise needs: clear iconography, emotion, conflict and humour. Its characters – the Cameramen, Speakermen, Skibidi Toilets, Astro Toilets, TV Men, and so on – are instantly recognisable and lend themselves to storytelling and collectibility.

We’re now building a broader narrative architecture with Alexey through expanding the lore and characters while staying faithful to the chaotic, creator-driven DNA that made it special. That opens the door to film, television, publishing, gaming and every imaginable form of merchandise.

“Kids see it as theirs. It’s a franchise that grew up with them, not at them.”

This is a good moment to bring you in Lisa. Global Merchandising Services is the licensing agent for Skibidi Toilet. Why is this IP an exciting prospect?
Lisa Streff, SVP of Licensing & Brand Development, North America, at Global Merchandising Services: Skibidi Toilet is one of those rare properties that transcends borders and demographics. It began as a digital series, but it’s quickly went viral and evolved into a truly global phenomenon with a massive, passionate, and highly engaged fanbase.

We are always drawn to brands that have authentic cultural impact – and Skibidi Toilet absolutely fits that mold. Its blend of sci-fi, dark humour and action has made it a pioneer of digital entertainment. The IP’s growth potential across apparel, accessories, home furnishing, collectibles and lifestyle categories was clear from day one, and we knew we wanted to be part of that journey.

How did you ‘get to grips’ with the IP yourself?
Lisa: Our team dove deep into the world of Skibidi Toilet – literally binge-watching episodes, analysing audience engagement and understanding the community that has formed around it. What’s fascinating is how layered and detailed the series is with real storytelling and world-building behind the chaos.

We also collaborated closely with the team at Invisible Narratives to fully grasp the tone and emotional resonance that make it so engaging. Immersing ourselves in that ecosystem helped us see exactly why fans are so invested – and how we could translate that into compelling consumer products.

How tough is it to unearth, and then sign, a viral hit like this?
Lisa: Timing is everything, and the instinct to recognise potential. Invisible Narratives created an innovative brand with strong storytelling and community engagement, as well as a lot of passion behind it. It isn’t just a fad; it’s become a true cultural touchpoint. Finding and signing the next hit often comes down to recognising when something has moved beyond trend status into a lasting franchise – and having the relationships and experience to help scale it globally.

Early launches for Skibidi have spanned toys, apparel, sleepwear, Halloween costumes… Was it an easy or a tough sell for these ‘early adopters’?
Lisa: The response from the market has been tremendous. Many of our initial partners recognised early on that Skibidi Toilet wasn’t just another viral moment – it’s a sustained cultural movement. And as Adam said earlier, the data speaks for itself. For that reason, conversations with ‘early adopters’ were very collaborative and forward-thinking. Our initial partners saw the long-term potential and wanted to be part of building something that’s redefining what a digital-first franchise can achieve.

“The response from the market has been tremendous.”

What about the brand has resonated with licensees? Why is it an exciting brand to create for?
Lisa: Licensees love that Skibidi Toilet is bold, unexpected and instantly recognisable. The brand’s reach on YouTube means partners can connect directly with an active global audience that’s already deeply engaged. Licensees are really energised by that dynamic environment and the ability to innovate. It’s digital-first property approach makes it relevant to the target Gen Alpha fanbase. At both Licensing Expo and BLE this year, we have had a ton of interest from licensee worldwide to jump aboard the Skibidi train.

Looking ahead, what other sectors do you feel it can thrive in?
Lisa: Because the fanbase is global and highly engaged, there’s tremendous opportunity to grow Skibidi Toilet’s consumer products program on a worldwide scale across a broad range of categories that can tap into the storytelling and creativity of the brand. Skibidi Toilet’s universe continues to expand, and that gives us limitless opportunities to innovate with partners.

Adam: We’re already seeing incredible traction in toys, collectibles and apparel, but Skibidi’s world lends itself naturally to interactive experiences too, such as mobile and console gaming, live events, and digital customisation. The next evolution will be community-driven. Think user-generated content tools, music and shared creative spaces where fans can actually build inside the Skibidi universe. That’s where it becomes more than a franchise, it becomes a cultural playground.

Exciting times. Guys, a huge thanks again. Let’s catch up again soon.

The post “This isn’t a meme, it’s a movement”: Invisible Narratives’ Adam Goodman and Global Merchandising Services’ Lisa Streff on the rise and rise of Skibidi Toilet appeared first on Brands Untapped.

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.”

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The inaugural slate spans apparel, accessories, stationery, sleepwear, collectibles, home goods and more, set to land in 2026.

Licensees includes Isaac Morris (master apparel), Concept One (accessories), Centric Brands (sleepwear), Handcraft (underwear), Franco (bedding), and NECA/Rubies (Halloween costumes) across North America.

Also joining the North American program are Go Retail for calendars (also covering the UK, Australia, and New Zealand), Advance Graphics for standees, Surreal (novelties), and Trends International for posters. In the collectibles space, Funko will release a line of stylized Pop! figures.

Internationally, apparel partners Aykroyds, Fashion UK, and Van der Erve will handle UK and EMEA and Stor (drinkware) will serve the broader EMEA region.

“From the beginning, our goal has been to grow Skibidi Toilet far beyond the screen,” said Adam Goodman, CEO of Invisible Narratives.

“This expansion perfectly reflects the ethos of Invisible Narratives, transforming digital creations into lasting global franchises. Our partnership with Global Merchandising is a key part of our journey, helping us make Skibidi a true pop culture disruptor and a testament to the staying power of bold, original IP.”

Lisa Streff, SVP of Licensing & Brand Development, North America, at Global Merchandising Services, added: “Skibidi Toilet is a global, multi-platform franchise with one of the most highly engaged fan communities we’ve ever seen.

“The brand’s explosive digital-first presence, combined with Invisible Narratives’ unmatched franchise development strategy, creates an incredible opportunity for licensing. We’re thrilled to welcome this first group of new top-tiered partners to bring Skibidi to fans around the world.”

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Timed to celebrate the 25th anniversary of their Millennium album, and with packaging is inspired by the I Want It That Way music video, the set features Little People versions of Nick Carter, AJ McLean, Brian Littrell, Kevin Richardson and Howie Dorough.

The launch comes as the Backstreet Boys’ sold-out residency at the Las Vegas Sphere comes to a close.

“From exclusive fashion drops to interactive nightlife, sweet treats, and now the Mattel collector set launch, this is one of the most dynamic brand programs we’ve seen for a music residency – and it’s just the beginning,” said Mary Kean, Director of Licensing, Global Merchandising Services.

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Partners include Anti Social Social Club for a limited-edition Backstreet Boys capsule collection blending iconic streetwear with nostalgic pop flair, as well as Crumbl who will be rolling out a band member-inspired dessert each week, as part of their rotating menu.

Elsewhere, Madeworn is on board for a premium collection of vintage-inspired apparel, while Area15 will host a three-night-only Backstreet Karaoke Night experience with themed cocktails, immersive sets and sing-alongs for superfans. Golden Tiki will launch a signature series of Backstreet Boys-themed tiki drinks and a special Shrunken Head Ceremony, set for late July.

This is in addition to the opening of the Backstreet Boys Terminal, a co-branded immersive pop-up experience from the band at The Venetian Resort Las Vegas.

“This residency at Sphere is the start of a bold new chapter for us,” said the Backstreet Boys in a joint statement.

“We’re incredibly grateful to work with Global Merchandising and all of these amazing partners who share our vision of creating meaningful, next-level experiences for our fans. We can’t wait to celebrate with everyone in Vegas.”

Lisa Streff, SVP of Licensing & Brand Development for North America at Global Merchandising Services, added: “These new collaborations are all about delivering authentic, fan-first moments that celebrate both the legacy and the evolution of the Backstreet Boys.

“From exclusive fashion drops to interactive nightlife and sweet treats, this is one of the most dynamic brand programs we’ve seen for a music residency – and it’s just the beginning.”

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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!

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Since launching in 2018, Foos Gone Wild has built an audience around its videos and memes that celebrate and satirise ‘foo’ behavior. Foos Gone Wild now produces live events, exclusive merchandise drops, music releases and collaborations with figures like Tony Hawk, Mario Lopez and Danny Trejo.

Global will drive Foos Gone Wild’s expansion into new categories, including apparel, footwear, accessories, collectibles, gaming, food & beverage and more. Foos Gone Wild’s creator, known as ‘Lil Mr. E’, will be attending this year’s Licensing Expo, appearing on Wednesday, May 21st between 2:00pm – 3:00 pm at Global’s booth #A170.

“We are excited to welcome Foos Gone Wild to the Global family,” said Lisa Streff, SVP of Licensing & Brand Development, North America, at Global Merchandising Services.

“Foos Gone Wild is more than a brand; it’s a cultural movement with a passionate fan base. We look forward to expanding its reach across retail, licensing, and eCommerce, creating new opportunities for fans to engage with the brand in innovative ways.”

Foos Gone Wild’s ‘Lil Mr. E’, added: “Foos Gone Wild started as a social media movement, but the demand for our merch and content has exploded. With Global’s extensive industry experience and our devoted following, this partnership is set to take the Foos presence in entertainment, lifestyle, and consumer products to the next level. We are ready!”

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