Tag Archives: Brand Central

Brand Central named global consumer products agency for US YouTube-created lifestyle brand Full Send

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Brand Central LLC has been appointed the global consumer products agency for the US lifestyle brand Full Send, a label created by collaborative portfolio of YouTube content creators, including the popular Nelk Boys.

Under the partnership, Brand Central will look to develop strategic collaborations as it extends the Full Send brand into retail, tapping into the popularity of the brand’s collaborative popularity across content creators such as @kyleforgeard, @mtvjesse, and @stevewilldoit.

 The licensing agency is looking to attract licensees and retailers on a mission to tap into the world of digital influencers. Both the FULL SEND brand and the Nelk Boys were founded in 2010 and have to date amassed more than 27 million followers across all social platforms. 

“Our team is thrilled to go all in with Brand Central as they are the go-to licensing experts in digital, lifestyle, and pop culture representing brands such as Jake Paul and Ninja,” said Full Send’s business manager, Drew Hill. 

“We are honored to work with the Nelk Boys and the Full Send brand which is the obsession of millions of young adults fans.  We are confident of the success of Full Send at retail and looking forward put together very compelling collaborations that will be become ‘must have’ products of 2021,” added Ross Misher, Brand Central CEO.

Metrostar to launch Kraft Heinz into the licensing arena at Festival of Licensing

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Metrostar will be joining the line-up of virtual exhibitors at this year’s Festival of Licensing, where it will take to the screens to showcase its newest client, Kraft Heinz and make use of the platform for a hard launch of its brands into the world of licensing.

The two companies, along with the company’s global licensing agent, Brand Central, have been working with Kraft Heinz brand teams on strategies for each of the brands in the UK. As such, together they have identified their key priorities for the show.

Metrostar now reports that early conversations are going well, citing ‘high levels of interest’ amongst both retailer and licensees, and that the Festival of Licensing will ‘provide the ideal platform to introduce Kraft Heinz brands to the broader licensing industry.’

A variety of Heinz sub-brands are to be on show, including Tomato Ketchup, Baked Beans, Salad Cream, Cream of Tomato Soup, Spaghetti Hoops, as well as other brands in the company’s portfolio such as HP Sauce, Lea & Perrins, Amoy and Bull’s Eye.

Metrostar MD, Claire Potter, said: “Our workshops have generated some great new product ideas for these iconic brands. The opportunity to extend is significant and we’re looking forward to talking with potential partners in food and non-food about our thoughts. The Festival of Licensing couldn’t have come at a better time for us.”

Kraft Heinz marketing director, Northern Europe, Olivia Hibbert, added: “With unmatched strength in brands spanning across categories with over £800M in UK and Ireland sales, we are excited to take these iconic and much loved brands into new and exciting directions for the future.”

Kraft Heinz taps Metrostar and Brand Central to licensing roll out of Heinz, HP Sauce and Lea & Perrins

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Kraft Heinz has tapped Metrostar and Brand Central LLC to manage the brand licensing programme for its flagship brands in the UK and Ireland. The campaign will exploring product extensions such as new food categories and merchandise partnerships with leading names in the lifestyle sector for the likes of Heinz, HP Sauce, Lea & Perrins, Amoy, and Bull’s-Eye.

The programme will build upon Brand Central’s representation of Kraft Heinz brands in the United States and Canada.

Kraft Heinz boasts a strength in brands spanning across categories with over £800M in UK and Ireland sales. The firm has more than 200 brands sold in nearly 200 countries, including eight $1bn + brands.

Metrostar and Brand Central will jointly manage the programme with Metrostar taking the lead in prospecting and licensee management.

“After discussions with several licensing agencies, we are excited to select Metrostar and Brand Central to represent Kraft Heinz in the UK and Ireland,” said Olivia Hibbert, marketing director, Northern Europe at Kraft Heinz. “We feel that Metrostar and Brand Central have the right innovative approach to take our iconic and much loved brands in to new and exciting directions for the future.”

Ross Misher, CEO of Brand Central, added: “Working with the global licensing team at Kraft Heinz, we are looking forward to expanding our program beyond the US and Canada and into Europe. There is an enormous global opportunity for Kraft Heinz across territories with its portfolio of strong brands.

“Metrostar is the perfect partner to launch into this new market with their expertise in food licensing and strong retail relationships. Kraft Heinz brands have a huge emotional connection with consumers in the UK who grew up eating these products and continue to enjoy them today.”

Metrostar MD, Claire Potter, concluded: “These brands are legends in British food and we see great potential in a number of product areas. We’re thrilled to be representing Kraft Heinz and to be working, once again, with Ross and the team at Brand Central.”

Brand Central and Metrostar partnered previously on the UK licensing campaign for Krispy Kreme doughnuts. The campaign was nominated for Best Food & Drink Licence at the Brand & Lifestyle Licensing Awards and Krispy Kreme won the Best Health & Beauty Range in 2018.