Case Studies


Brandgenuity is a global licensing agency who gets excited about great brand extensions. The right licensing partnership, beautifully conceived and executed, can elevate a great brand and delight its existing fans while engaging new ones. Beginning 16 years ago, Brandgenuity had one dream: to help strong brands unlock their potential through licensing. They think of licensing as business development, and Brandgenuity’s been truly privileged to develop businesses on behalf of world-class brands over the years. They have created products and services that are aligned with brand goals, brand values and brand DNA. They’ve been successful by acting strategically, minding the details, developing customized solutions for their clients and providing a one-stop, comprehensive agency solution for markets worldwide. Brandgenuity has offices across Europe, North American and Asia.

Feld Entertainment

Feld Entertainment is a world leader in live family entertainment bringing countless smiles to more than 30 million people in 75 countries and 6 continents. Established brands include Monster Jam, Monster Energy Supercross, Disney on Ice, Disney LIVE!, Marvel Universe LIVE!, Sesame Street Live!, and DreamWorks Trolls The Experience. Each of their nearly 5,000 shows a year bring a tradition of passion, inspiration, innovation, and astonishing detail to life.

Edgewell Personal Care

Edgewell Personal Care is a leading pure-play consumer products company with an attractive, diversified portfolio of established brand names such as Schick® and Wilkinson Sword® men’s and women’s shaving systems and disposable razors; Edge® and Skintimate® shave preparations; Playtex®, Stayfree®, Carefree® and o.b.® feminine care products; Banana Boat®, Hawaiian Tropic®, Bulldog® and Jack Black® sun and skin care products; Playtex® infant feeding; Diaper Genie®; and Wet Ones® moist wipes. The Company has a broad global footprint and operates in more than 50 markets, including the U.S., Canada, Mexico, Germany, Japan, the U.K. and Australia, with approximately 6,000 employees worldwide.


Evolution is a full-service licensing, brand management, product development, and sourcing firm, focused on identifying and monetizing all forms of intellectual property. It provides the “platform” that enables property and brand owners to monetize their IP by managing the entire licensing life cycle from initial concept through to the retail shelf. The agency’s clients consist of various companies such as Rovio and Viz Media.

Live Nation Merchandise

Live Nation Merchandise (LNM) is the merchandise and licensing division of Live Nation Entertainment representing over 150 top music and concert artists worldwide. Live Nation Entertainment is the world’s leading live entertainment company, with 550 million fans across 40 countries, Live Nation Entertainment operates concert promotions, venue operations, sponsorships, ticketing solutions, e-commerce, and artist management across global market leaders Ticketmaster, Live Nation Concerts, and Live Nation Media & Sponsorship.

Energizer Holdings, Inc.

Energizer Holdings, Inc. headquartered in St. Louis, MO, is one of the world's largest manufacturers of primary batteries, portable flashlights and lanterns. Energizer is a global leader in the dynamic business of providing power solutions with a full portfolio of products including Energizer® brand battery products such as Energizer® EcoAdvanced™; Energizer MAX®; Energizer® Ultimate Lithium™; Energizer Recharge® batteries and charging systems; and portable flashlights and lanterns. In 2016, Energizer acquired HandStands Holding Corporation, a leading designer and marketer of automotive fragrance and appearance products. HandStands offers innovative products from recognized brands such as Refresh Your Car!®, California Scents®, Driven®, Bahama & Co.®, LEXOL® and Eagle One®.


Hallmark For more than 100 years, family owned Hallmark Cards, Inc. has been dedicated to creating a more emotionally connected world. Headquartered in Kansas City, Missouri and employing more than 27,000 worldwide, the approximately $4 billion company operates a diversified portfolio of businesses. Its global Hallmark Greetings business sells greeting cards and gifts in more than 30 languages with distribution in more than 100 countries and 100,000 rooftops. Hallmark Retail operates 2,000 Hallmark Gold Crown stores in five countries and Hallmark Home & Gifts sells a broad array of home décor and gift product throughout the U.S. Crayola® offers a wide range of art materials and toys designed to spark children’s creativity around the globe. Crown Media Family Networks operates two cable channels: Hallmark Channel and Hallmark Movies & Mysteries Channel. Crown Center is a real estate development company that manages the 85-acre hotel, office, entertainment and residential campus surrounding Hallmark’s headquarters. For more information, visit Connect on Facebook, Twitter, Instagram, Pinterest, LinkedIn and YouTube.

Real Madrid Adidas Group Global Merchandising

Adidas Group serves as the master kit supplier for the Real Madrid football club, and its Global Merchandising (AGM) group is the exclusive licensing representative for the club on a worldwide basis. As of 2014, Real Madrid had 10.5 million supporters in Spain and more around the world, including 136.7 million in China, 20.7 million in India, and 19.9 million in Mexico. Through its licensing business, the Real Madrid brand is present in more than 97 countries with 127 active licensees. In the last year alone, more than 26 million units were sold of 5,000 different products, generating 88 million euros in retail value. Key categories include apparel, toys and games, gifts and novelties, electronics, personal care, and back-to-school.

Chelsea FC

Chelsea Football Club was founded in 1905 and is one of the most popular football clubs in the world. With more than 500 million followers worldwide, the club’s global fanbase increases each year due to its continued on-field success, indicated by its position as the reigning Premier League Champions. The club operates a successful licensing program in the UK and abroad, with licensees signed in growing football markets such as the U.S. and Far East and agencies appointed in Poland and other international markets. Chelsea’s licensed product range includes everything from apparel and collectibles to digital products such as branded mobile keyboards, email addresses, and a math app.

Velocity Brand Management

Velocity Brand Management is a licensing agency based North Sydney, New South Wales, Australia, that focuses primarily on sports properties.Its clients include the National Rugby League, International Rugby Board, Rugby Cup, Football Federation Australia, Cricket Australia, and Hyundai A-League, as well as non-sports properties such as Foster’s beer which they represent worldwide.


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