Global Merchandising Services to helm UK and EMEA licensing push for Fender

Global Merchandising Services has been appointed exclusive licensing agent for Fender in the U.K. and EMEA.

Founded in 1946, Fender has created guitars, amps, pedals, and accessories for players around the world, boasting over 85% stage share.

Global plans to develop a comprehensive brand extension programme across multiple categories, including Kids & Educational, Home & Tech, Fashion, Collabs, Experiential and more.

“We are thrilled to join forces with Global to spearhead Fender’s worldwide brand licensing program,” said Najla Quarry, Licensing Director, Fender Musical Instruments Corporation.

‘Fender has a rich history of inspiring artists and fans alike, and this partnership will allow us to further extend our iconic brand into new markets and categories around the globe. Global’s expertise in managing leading global brands makes them an ideal partner, and together, we look forward to creating exciting new opportunities for our customers to engage with Fender in fresh and innovative ways.”

Jens Drinkwater, Head of Licensing at Global, added: “Our partnership with Fender expands Global’s reach beyond artists into corporate brands, continuing our story as a trusted home for the world’s most beloved and recognizable music IP. We are beyond excited to be working with such a true pioneer in music.”