Italy’s iconic automotive brands Fiat, Fiat 500, and Alfa Romeo have set out on the road for international growth within the licensing space, thanks to a new partnership with IMG.
IMG will focus on growing the Italian company FCA Group’s portfolio of car brands on the global stage, focusing on licensing categories such as toys, video games, and collectables, as well as broad-based lifestyle programmes and technical products.
In a deal that also includes the Fiat Professional, Lancia, and Abarth brands and the management of already established licensing programmes for the brands, IMG licensing partnership now spans FCA Group’s entire portfolio, including its US-based brands Jeep, RAM, Dodge, and Chrysler.
Bruno Maglione, president of licensing, IMG, said: “We are delighted to be working with these world-renowned Italian brands – each rich in heritage, individual identity and popularity. We see great opportunities to leverage the strengths of this compelling brand portfolio and their diverse brand profiles.”
Cristiano Fiorio, head of brand communication, FCA EMEA, added: “We selected IMG after in-depth and thorough research, because they were able to interpret, envisage and foresee the importance of growing brand extension, while being rigorous on the protection of brands’ identities and values.
“They have been able to create a sustainable business plan, and at the same time demonstrate how to sustain business plan, and at the same time demonstrate how to sustain brand equity.”
The region-by-region licensing programme will be led by IMG’s Milan office in Italy.