By Allison Watkinson
TLL Reporter
Brentwood Licensing has announced an exclusive agency partnership to represent all of Wham-O’s brands across North America and Mexico.
Wham-O is a North American toy company that has been in operation for over 75 years.
The company offers a wide range of popular toys, games and outdoor recreation products through its extensive portfolio of wholly-owned and licensed brands.
With a focus on family-friendly and outdoor playactivities, Wham-O’s portfolio of brands includes well-known toys such as Frisbee, Hula Hoop, Slip ’N Slide, Hacky Sack, Boogie Board, Morey and more.
“Wham-O’s brands have stood the test of time and continue to connect with audiences across generations,” said Wham-O licensing head, David Huang. “This partnership with Brentwood Licensing allows us to extend that connection into new categories while maintaining the legacy of play that defines who we are.”
Through the terms of the partnership, Brentwood Licensing will spearhead new licensing partnerships and collaborations that will extend Wham-O’s brands across new consumer product categories and retail activations.
Brentwood Licensing will build on Wham-O’s existing momentum in the licensing industry by seeking partnerships that increase consumer awareness and cultural relevance.
The initial focus for the licensing program will be to expand the properties through strategic lifestyle partnerships that cater to kids, families, youth and adults throughout Mexico and the United States.
“We’re honored to represent one of the most legendary toy brands in history,” said Brentwood Licensing president, Joel Barnett. “Our goal is to craft a smart and strategic licensing program that both honors Wham-O’s roots and introduces its spirit of play to new audiences and categories.”
Founded more than 20 years ago, Brentwood Licensing focuses on building licensing opportunities with manufacturers, retailers and brands to create strategic brand extensions and lifestyle-focused licensing programs.
The agency is led by Joel Barnett, who brings more than 30 years of experience in the industry across sourcing, retail management and brand extensions.