The brand extension agency, Parham Santana has reached an agreement with Gund to develop its BrandSlam licensing division including, strategy, creative sales and licensee management.
The agency will assist Gund in producing a strategy for brand extension, allowing its consumers to engage Gund across new product categories.
Licensed product will also be designed for sale at stores where Gund’s range of teddy bears and plush toys is currently available.
The firm began designing and producing teddy bears in 1898, becoming the first American company to do so.
Sally Drewes, Gund’s marketing director, said: "Gund is thrilled to be partnering with Parham Santana’s BrandSlam.
"Parham Santana’s expertise in brand extensions will help leverage Gund’s into new and unique product categories. we are looking forward to working with Parham Santana’s experienced and talented team of branding experts."
Aaron Spiegland, vice president of strategy and licensing at Parham Santana and head of its BrandSlam division, added: "We are excited to introduce the many great attributes that have long been associated with the Gund brand to consumers across a wide variety of new product categories.
"Gund is an American icon. We are honoured that they have chosen us to partner in this initiative."