Licensor Diageo and licensing agency Beanstalk are pairing to expand the Guinness beverage brand into new and broader categories.
Hong Kong-based Star Cruises has partnered with international toy brand NICI to create a collection of toys and gifts inspired by its mascots, Captain Charlie and Charlene.
Harley-Davidson has partnered with Weber-Stephen Products to release a special edition Weber Q 1200 gas trill featuring the Harley-Davidson logo.
Life is Good, a lifestyle brand, has joined forces with more than 10 U.S. colleges to create a line of co-branded collegiate apparel.
Hot sauce brand Tapatio has tapped Brand Central to continue to develop its brand by launching into new product categories.
The Goodyear Tire & Rubber Company has launched a new range of luggage and bags in Europe.
The Hershey Company has announced plans to grow its flagship Hershey’s Chocolate World store in New York City.
The Pabst Brewing Company, makers of Pabst Blue Ribbon beer, have tapped Stern Pinball to debut a new PBR-themed Can Crusher pinball machine at this year’s Comic-Con International: San Diego.
Twentieth Century Fox and Blue Sky Studios have partnered with Bazooka Candy Brands to feature the upcoming film Ice Age: Collision Course in a co-branded advertising campaign and online game.
Following the international release of Bogart’s Gin, the Humphrey Bogart Estate has expanded its partnership with Rok Stars to launch a range of Bogart Spirits gin and vodka in the U.S.
Perfetti Van Melle has joined forces with French car manufacturer Citroën to launch a special edition 1200 C1 Mentos car.
BMW of North America is developing a new racing wheelchair for the U.S. Paralympics Track and Field Team in the Rio 2016 Paralympic Games.
PepsiCo has signed on with Victory Tailgate to create a range of branded cornhole boards and accessories baring the Pepsi and Mountain Dew insignias.
To celebrate the start of the college football season, the Collegiate Licensing Company is promoting the 11th annual College Colors Day, taking place Friday.
Brazilian apparel company Alpargatas has partnered with Safilo to create a new line of Havaianas-branded eyewear in agreement that extends through 2021.
The National Hockey League has named Adidas as its new, official outfitter of on-ice uniforms and the official supplier of licensed apparel and headwear,
Classic character Garfield is traveling the globe with new promotions and merchandise in China, Japan, Brazil and a host of other regions around the world.
Goodyear is planning to launch a new collection of luggage and bags in the U.K.
Luxury brand Moncler is entering the eyewear category in a new, exclusive partnership with manufacturer the Marcolin Group.
Sony Computer Entertainment America is signed a raft of new partners for the PlayStation brand and its other IP around the world.
PopCap Games has paired with ConAgra Foods for a new promotion that is featuring "Plants vs. Zombies" on Act II and Del Monte consumable products in Mexico.
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