PepsiCo has renewed its European licensing representation with IMG, covering brands such as Pepsi, Mountain Dew and 7Up.
Since partnering with IMG in 2015, the company’s portfolio of licensed products has grown considerably, featuring nine new fashion apparel licensees, beauty, giftware and stationery partners.
“We are pleased to extend our relationship with PepsiCo following a successful two-year run of signings. With a carefully considered strategic approach targeting millennials, we have expanded the brands’ licensing programme across Europe,” said Matthew Primack, SVP of IMG.
“We look forward to continuing to build PepsiCo’s flourishing fashion-forward apparel portfolio, as well as extending into other brand-relevant categories.”
Meanwhile, during the last two years PepsiCo has launched licensed apparel in various fashion stores including ASOS, Topshop, Primark and H&M with Poetic Brands and many more.
This year will see several new apparel licensees come on board, including a direct-to-retail license in Europe with Etam Group-owned retail chain Undiz and a collaboration with streetwear brand JunkYard in Italy and Scandinavia.
In other categories, the company has been developing a line of lip balms with Amber House Ltd, stationery items with Helix Trading and metal signs with The Original Metal Sign Co.