Apparel, collectables and publishing licensees on board to kickstart new global licensing programme.
Brandgenuity has revealed a hat trick of licensees for the G2 esports brand, kicking off the global licensing programme for the property.
Difuzed is on board as G2’s first new lifestyle apparel licensee, producing multiple drops of bold streetwear styles. Each product drop will be available in the newly relaunched G2 ecommerce store at key occasions throughout the year, providing fans with continuous seasonal new product.
Meanwhile, The Koyo Store will produce a range of collectable logo and player cards, pins, keychains and coins for fans to engage with their favourite team gamers and the G2 Samurai mascot.
The limited edition collectables will be available through The Koyo Store website as well as specialty stores throughout Europe, North America and Australia.
Merch Management rounds out the trio of first licensees. The company will produce a print on demand apparel range for Merch by Amazon, to further extend G2’s apparel programme on a platform that continues to grow across key global markets and as a leading fashion retailer.
G2 will also leverage Amazon’s Kindle direct publishing platform to offer a range of notepads, colouring books, journals and sketch books. Products by Amazon will be available to purchase in the US, Canada, UK, Germany, France, Italy and Spain.
“No other esports organisation is currently set up to take advantage of the power of their brands like G2 is right now,” said Carlos Rodrigues, ceo and founder of G2 esports. “With the addition of these three licensing partners, G2 will be in prime position to create some amazing collaborations for our fans to enjoy.”
Teri Niadna, md of Brandgenuity Europe, added: “We are thrilled to be launching our programme with these three partners, who will bring their expertise, unique design language and distribution to bear.
“This brand has everything we look for to build a great licensing program: double-digit growth trajectory, a distinctive personality and truly passionate fans.”
Other categories for expansion include lifestyle apparel and accessories, gifts, interactive, collectables, collaborations and experiences.
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