Under the strategic agreement, IMG will represent STUDIOCANAL’s content library – which includes IP like Terminator 2, Rambo 1,2 and 3, and Evil Dead – to develop immersive, innovative and experiential attractions around the world.

“We are thrilled to partner with IMG Licensing to expand STUDIOCANAL’s presence in the rapidly growing location-based entertainment sector,” said Valerie Rolandez-Barrios, SVP IP Licensing & Partnerships at STUDIOCANAL.

“IMG’s deep expertise and global reach make them the ideal partner to bring our iconic films and characters to life through meaningful, high-quality experiences for audiences everywhere.”

Tim Smith, Senior Vice President, IMG Licensing, added: “Amid the accelerating global appetite for immersive, experience-driven engagement, STUDIOCANAL’s rich and expansive portfolio presents a compelling foundation for the development of sophisticated location-based entertainment rooted in globally resonant intellectual property.

“We are excited to translate these narratives beyond the screen into thoughtfully conceived, real-world environments that not only captivate audiences but also cultivate enduring brand equity.”

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Founded in 1846, the Smithsonian encompasses 21 museums as well as 14 education and research centres, and the National Zoo. The institution is also home to more than 157 million objects and specimens.

“IMG’s expertise unlocks new opportunities, reaches new audiences, and will generate sustainable revenue that supports Smithsonian programs,” said Denise Elliott, Acting President of Smithsonian Enterprises.

“This collaboration expands our ability to share the Smithsonian brand through high-quality, mission aligned products.”

Bruno Maglione, President of IMG Licensing, added: “We are honoured to represent the nation’s leading curator of knowledge and research. The Smithsonian’s 21 museums offer an unparalleled wealth of facts, stories and artifacts that speak to America’s heritage and historical achievements.

“We look forward to consumer products playing a meaningful role in advancing the institution’s noble mission, the increase and diffusion of knowledge, especially as the nation approaches America’s 250th anniversary.”

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IMG Licensing will have with an initial focus on BACARDÍ rum, MARTINI vermouth and sparkling wine, and other brands – looking to expand them across categories like food, fashion, housewares, travel, and lifestyle products, as well as location-based experiences.

“For decades, our portfolio of iconic brands has captivated audiences and become a beloved part of culture, and by partnering with IMG, we can now unlock their full potential across new consumer product categories as we continue to focus on entertainment and the worlds around it,” said Ned Duggan, Chief Marketing Officer for Bacardi.

Bruno Maglione, President at IMG Licensing, added: “The rich heritage of the Bacardi company and its brands, along with global resonance, and a diverse portfolio promise tremendous licensing potential, enabling these brands to extend into new and authentic spaces, while continuing to connect with communities worldwide.”

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Under the agreement, IMG Licensing will manage and enhance the MTA’s licensing program, developing new product categories and brand extension opportunities across apparel, accessories, home goods, stationery, publishing, food and beverage, toys and games and experiential offerings.

The brand boasts nearly 120 years of assets, including its subway route indicators, logo, station signs, mosaics, maps, and photography collections.

“The MTA is much more than a transit system – it’s a cultural touchstone that reflects the fast-paced, buzzing energy of New York City,” said Robert M. Schwartz, Vice President at IMG Licensing.

“From its globally recognized maps and mosaics to its history of artistic innovation, the brand embodies the city’s spirit. We are thrilled to team-up with the MTA to build a robust licensing program that celebrates its heritage while connecting it to a global audience in modern, creative ways.”

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IMG and the Jackie Robinson Estate will work closely to offer fans new ways to celebrate Jackie’s lasting impact through a wide range of products, including jerseys, sneaker collaborations, apparel, headwear, collectibles, video games and more.

IMG will also develop institutional marketing campaigns to celebrate Jackie’s values and pioneering spirit, while commemorating significant milestones in Jackie’s life and career. This will include activations surrounding ‘Jackie Robinson Day’ on April 15th, an annual celebration of the day he became Major League Baseball’s first Black player.

The partnership builds on IMG’s successful partnership with the Jackie Robinson Foundation since 2020, advancing JRF’s mission to close the opportunity gap for minority students in higher education through licensing and cause marketing.

“We are thrilled to expand our relationship with IMG to honor Jackie’s legacy in new, innovative ways,” said David Robinson, Jackie and Rachel Robinson’s son.

“As we celebrate the Dodgers’ recent victory, it’s a fitting moment to reflect on Jackie’s profound impact – he truly changed the face and spirit of sports and championed equality throughout American society with relentless courage. Through this partnership, we’re excited to bring his story to life for new generations, honouring his legacy with engaging activations that highlight his role as a trailblazer and advocate for social justice.”

Brett Weiss, Vice President, Licensing and Business Development at IMG, added: “Partnering with the Jackie Robinson Estate is a true honour. Jackie’s legacy extends far beyond baseball, leaving an indelible mark on American sports and culture.

“We are committed to preserving and promoting his remarkable story through creative and impactful licensing initiatives and partnerships. We look forward to leveraging our experience with JRF, along with our sports expertise and global network, to give fans around the world new ways to experience Jackie’s magic.”

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The renewed deal runs through to 2029. IMG’s licensing programme for the race spans over 130 licensees across multiple categories, doubling the annual revenues in the last three years. Highlights included an eyewear collection with Persol, replicas of the Le Mans hypercars with LEGO, Hot Wheels ranges with Mattel and high-end collections with S.T. Dupont and Montegrappa.

“IMG has been making a valuable contribution to the prestige of the 24 Hours of Le Mans brand for over 15 years,” said Stéphane Andriolo, Sales and Marketing Director at ACO.

“We are delighted to extend this winning partnership over the next five years and have every confidence in IMG’s backing of the 24 Hours of Le Mans through this golden age of endurance.”

Mickael Andreo, Vice President of Licensing, IMG, added: “For over 100 years, 24 Hours of Le Mans has pioneered trends not only in motorsports but also in fashion, technology and culture. It has consistently set the standard for blending tradition with innovation, successfully connecting with both older and younger generations.

“We’re excited to keep working with the ACO to grow the brand through strategic collaborations that reach diverse global audiences, unlock new revenue streams, and enhance fan engagement.”

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Available at Toptracer-enabled facilities from September 30th, the game uses Toptracer’s ball-tracing technology and sees players will team up with Angry Birds characters to knock down virtual structures and take on challenges.

The collaboration was facilitated by Angry Birds’ licensing representative IMG.

“We partnered with The Angry Birds franchise because it is one of the world’s most beloved entertainment brands, spanning games, blockbuster movies, animated series, and more, with over five billion mobile game downloads to date,” said Scott Blevins, General Manager of Toptracer.

“Angry Birds is yet another exciting step forward in our mission to revolutionise the range experience, giving our customers the opportunity to drive their businesses like never before.”

Katri Chacona, Head of Brand Licensing at Rovio Entertainment, added: “We are delighted to be collaborating with Toptracer on the upcoming addition of Angry Birds to their world-renowned range technology.

“It’s hugely exciting that visitors to Toptracer’s 1,000-strong roster of driving ranges will be able to engage with Angry Birds. We believe the resulting experience will drive the fun factor to a whole new level for Toptracer’s global audience, whether they are already Angry Birds fans or experiencing the brand for the first time.”

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Under the multi-year agreement, IMG will work closely with Devolver Digital and Fall Guys’ publisher Epic Games to further expand the brand and deliver engaging products and experiences for its active online community.

“IMG is a global licensing agency whose reputation and results precede it, and with good reason,” said Fée Heyer, Head of Global Licensing & Partnerships at Devolver Digital.

“Representing massive gaming brands targeting similar audiences, IMG is the perfect partner to further expand the Fall Guys consumer products programme throughout EMEA and Brazil, one of the fastest-growing gaming markets in the world. We are excited to work with IMG to develop the Fall Guys licensing programme across these regions.”

Adam Steel, Senior Director of Licensing, IMG, added: “Few games have embedded themselves in mainstream culture as quickly and effectively as Fall Guys. Its innovative gameplay and widespread popularity have set a new standard in the industry, inspiring others to follow in its footsteps.

“We are excited to work with this pioneering team and help expand the brand into new categories and markets.”

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The Esquire fragrances were developed around the brand’s literary history and notable contributors, with the names of the four initial scents being American Novelist, Modern Poet, New Journalist and Editor in Chief.

American Novelist is an ambery, warm fragrance with notes including bergamot, leather, and cedar, while Modern Poet is an herbal fragrance with notes including matcha, gin, and patchouli. Elsewhere, New Journalist boasts notes including apple leaf, blue lavender, and sandalwood, while Editor-in-Chief is spicy, with notes including clove, labdanum and tonka bean.

More fragrances will be added to the collection throughout the next few years.

“Our readers have an insatiable appetite for stories about men’s fragrance and grooming, and we’ve been talking about developing men’s fragrances for years,” said Michael Sebastian, editor-in-chief of Esquire.

“After the successful launch of our jewellery line, this felt like the right time to do it. It’s the natural next step in creating products that will resonate with our readers.”

Hanan Malul, CEO at Michael Malul, added: “Collaborating with Esquire on this line of fragrances has been rewarding from start to finish. We had the pleasure of diving into Esquire’s incredible history, and its inspiring trajectory, to bring it to life through fragrances. The result is something very special that we’re excited for people to experience.”

Currently, the fragrances can be purchased on the Michael Malul website. Soon, they will be available on Amazon and in major retailers across the United States.

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The limited-edition collection features apparel in soft fabrics and colourways reminiscent of a beach sunset, spanning hats, sweatshirts, shirts and shorts for men and women.

To celebrate this collaboration, a custom vineyard vines Jeep Gladiator will embark on a promotional road trip, stopping in select locations to showcase the collection, host exclusive events, and promote the Enter-to-Win a custom Jeep vehicle X vineyard vines sweepstakes.

“In 1998, we followed our dreams and started selling ties out of the back of a Jeep Wrangler on Martha’s Vineyard,” said Shep Murray, Co-Founder of vineyard vines.

“Now, partnering with the Jeep brand for an exclusive collection, road tour, and giveaway is the ultimate ‘Every Day Should Feel this Good’ moment for us.”

Kim Adams House, Head of Licensing, Merchandising and Multicultural Marketing at Stellantis, added: “The Jeep brand holds a rich, truly American history that is steeped in freedom and adventure and holds a unique place deep in the hearts of our owners and enthusiasts as well as fans and followers.

“Vineyard vines and its ‘good life’ ethos expresses a dimension of the Jeep brand’s qualities and its ‘Go Anywhere, Do Anything’ spirit. This special collaboration creates an authentic bridge, allowing each brand’s communities to demonstrate their love of both brands at the time that those golden New England summers begin.”

Jeep and vineyard vines were brought together by FCA’s licensing agent, IMG.

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