By Allison Watkinson
TLL Reporter
Global Merchandising Services has signed a slate of new licensing partners to promote the Backstreet Boys’ Las Vegas Sphere residency.
“This residency at Sphere is the start of a bold new chapter for us,” said the Backstreet Boys. “We’re incredibly grateful to work with Global Merchandising and all of these amazing partners who share our vision of creating meaningful, next-level experiences for our fans. We can’t wait to celebrate with everyone in Vegas.”
The new partnerships span multiple categories including fashion, exclusive pop-ups, food, merchandise, interactive experiences and more.
For the fashion category, Global Merchandising Services has secured licensing partnerships with Anti Social Social Club and Madeworn. Anti Social Social Club is launching a limited-edition Backstreet Boys capsule collection inspired by streetwear and nostalgic 90’s pop music. Madeworn is developing a collection of vintage-inspired apparel that will be available exclusively through a pop-up experience called the Backstreet Boys Terminal.
Developed as a collaboration between Vibee and the band, the Backstreet Boys Terminal is an immersive pop-up experience located at The Venetian Resort in Las Vegas. The co-branded pop-up features displays with band memorabilia, photo moments, TRL studio recreations and personalized dressing rooms.
Through its official merchandise store, the pop-up also offers a selection of exclusive products from the Backstreet Boy’s licensing partners.
The products featured in the pop-up experience include exclusives from Madeworn, Anti Social Social Club and more.
For the food category, Crumbl is rolling out a new licensed dessert every week that are inspired by the members of the 90’s pop group.
Available at all Crumbl stores, the Backstreet Boys desserts will be promoted across numerous Las Vegas locations.
Additional activations for the band include a three-night Backstreet Karaoke Night experience at Area15 and a Backstreet Boys drink menu and event at Golden Tiki.
“These new collaborations are all about delivering authentic, fan-first moments that celebrate both the legacy and the evolution of the Backstreet Boys,” said Global Merchandising Services SVP, Lisa Streff. “From exclusive fashion drops to interactive nightlife and sweet treats, this is one of the most dynamic brand programs we’ve seen for a music residency—and it’s just the beginning.”
Marked as the first pop act to headline at Sphere, the Backstreet Boys will host 21 concerts in July and August that will bring their Millennium album and other fan favorites back to live performances.
Set to promote the band’s latest album Millennium 2.0 (Sony Legacy), the residency at Sphere is produced by Live Nation, with Vibee serving as the official VIP experience partner.
Named the exclusive global licensing representaive for the Backstreet Boys, Global Merchandising Services is a licensing and consumer products agency that specializes in representing music, celebrity and lifestyle brands.
The company offers a variety of services to its clients across design, product development, branding, manufacturing partnership negotiation and direct sales.
Global Merchandising Services conducts business across all channels of retail distribution, live events, web shops, pop-up shops, sponsorships, endorsements and third-party licensing.
Image Source: Backstreet Boys/Global Merchandising Services.