VBG will manage the strategic growth and development of the London firm’s properties such as Tutti Cuti, Jeli Deli, Swanky Modes and Drop 720, through licensing, marketing and retail alliances.
Meera Santoro, co-founder and head of licensing and creative, believes the firm has found the perfect alliance with VBG.
“We have a really exciting programme planned which is already underway,” Santoro said.
Bruce Giuliano, co founder of the licensing agency, said: 'Santoro has always been significant from the standpoint of cultural relevance and from a retail and commercial perspective.
“Now is our opportunity to tell this story to the US market. We believe Santoro's properties represent a unique opportunity to bring their characters to life through consumer products. We believe they will find their way into various aspects of the US market including animation, TV, the internet, and other entertainment channels," Giuliano added.
Colleague Amrita Sen commented: “Clearly from our conversations with various retailers and licensees, the US market has been highly anticipating the launch of the Santoro properties. Most people in the trade recognise the historical significance of Santoro and their brands.
“Our job will be to add a new dimension to the existing portfolio of products through new licensing relationships and interesting marketing partnerships," Sen said.