The global automotive brand, Peugeot, has outlined its ambitious intentions to launch into the toy sector, having appointed Licensing Matters Global to roll-out a brand extension programme through licensing partnerships.

The London-based global licensing agency has detailed its new, long-term partnership with the Parisian company, Peugeot Industrie, a Peugeot Family Group subsidiary in charge of the expansion of the Peugeot brand into various consumer product sectors.

Under the agreement, LMG will aim to drive the Peugeot brand into toy aisles through new licensing partnerships.

“We are looking forward to working with LMG to expand our global consumer product offering,” said Christian Peugeot, CEO, Peugeot Frères Industrie. “Gifted with 210 years of entrepreneurial spirit, Peugeot constantly enriches its expertise to create objects and experiences that facilitate everyday life. We believe LMG is the right partner to tailor a program that will instill the Peugeot DNA in new product verticals.”

Michael Kwan, CEO of LMG, added: “We’re honoured to be given the opportunity to support Peugeot Frères Industrie’s ambition.”

“Throughout its history, Peugeot’s inventions – ranging from ground-breaking saw blades to first automobiles, via stylish table mills and robust DIY equipment – have embodied relentless technical ingenuity, timeless elegance and a family spirit,” added Felipe Noriega, vice president EMEA, LMG. “We are eager to help expand the legacy of this world-famous brand, through licensing, into objects and experiences that deliver those core brand attributes to consumers.”

LMG are currently seeking partner licensees in selected product across the toy sector, as well as consumer product categories such as Toys, Garden Power Tools, Camping Equipment, Major Electric Appliances, Sports Equipment, Travel Accessories and Fashion, among others.