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Licensing Agents Perform Double Act

Two leading entertainment agents have joined forces to build global marketing and brand-building opportunities.

The new partnership has been forged between Australia-based international licensing agency Gaffney International Licensing and New York licensing and marketing agent Big Tent Entertainment.

"The world of licensing is going through fairly significant upheaval, largely due to the globalisation of retailers, licencees and licensors," said Fred Gaffney, chairman of Gaffney International.

"For Gaffney International Licensing, this meant that it was time for us to seek out a strategic partner that could both compliment and augment our market position and strengths."

The wide-ranging agreement will enable the two companies to combine forces under a joint content board staffed by executives from both companies to work on a number of strategic marketing initiatives to benefit both existing and new clients.

"Retailers, licensors, and licencees will all benefit from the expanded scope of the two companies," added Rich Collins, CEO of Big Tent Entertainment.

Gaffney's 30-year track record as a global entertainment licensing agent includes established brands such as Care Bears, Crocodile Hunter, Jack Daniels, Pepsi, Playboy, Strawberry Shortcake, Teenage Mutant Ninja Turtles, The Wiggles, WWE and Yu-Gi-Oh!

Formed in 2002, marketing and new media agency Big Tent's brands include the Alaska Momma art library, Miffy, Koala Brothers and teen online community Habbo Hotel.

5 Apr 2006
© C21 Media 2006

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