By Allison Watkinson
TLL Reporter
Brand Central and its network of global sub-agents have secured new licensing partners for the Bored of Directors NFT collective.
Brand Central LLC is the exclusive global licensing and brand management agency for the Bored of Directors NFT collective. The agency is known for helping its clients enhance brand value through strategic licensing partnerships.
The Bored of Directors NFT collective offers a collection of Bored Ape Yacht Club NFT images under one umbrella brand. Bored of Directors is owned by NFIP Holdings, an IP holding company that focuses on NFT licensing.
The partnerships for the Bored of Directors NFT collective cover a variety of consumer product categories including apparel, accessories, footwear, electronic accessories, and more.
“We are blown away by the traction we are getting from the Bored of Directors brand around the globe,” said Ross Misher, CEO of Brand Central. “Bored Apes have become internationally recognized NFT icons and consumers, and retailers want to be part of the phenomenon.”
The Bored of Directors and Brand Central are among the first to combine NFTs in a more conventional licensing program, and certainly they have been among the most successful in the space. Typically, NFTs are licensed from the IP of existing licensors in the world of entertainment and pop culture. In this case, Brand Central has focused on making the Bored Ape NFTs the licensed property, and the agency has been successful in turning that into a widely licensed brands in multiple categories.
The latest licensees in the U.S. market include Bioworld, Brand Collective, Concept1, Just Funky, Prime 3D, and Textiss. The new licensees in the U.K. include Poetic Brands, Ecell, and Whitehouse Leisure.
The licensees in the South Korea market for the NFT collective include Creas F&C and Osong. For South and Central America, the Bored of Directors brand is partnering with Industrias Calimod and Aurimoda.
European licensees for the brand include Skybrands, Stone Kids, and Hybris. In addition, Chole Ltd. will release a licensed collection in Israel.
Ross Misher and Alex Locke, the co-founder of Bored of Directors, will be speaking at the Brand & Licensing Innovation Summit in New York on Nov. 8.