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US Army Inks Licensing Deal With The Fan Brand

So, would you like that lampshade in camo?

It’s a fair question, as the US Army became the first branch of the U.S. Armed Forces to execute a license agreement with The Fan-Brand to develop and sell officially licensed lighted wall signs, pool table lights and an assortment of wall décor products bearing the U.S. Army’s iconic logo and colors. Beanstalk, the US Army’s official global brand extension licensing agency, brokered the agreement. 

“I can’t tell you how thrilled we are to welcome the U.S. Army as the first military branch in our family of licensed brands,” says Harrison Grimm, Founder & CEO of The Fan-Brand. “We are honored that the U.S. Army has selected us as a licensee and will strive to deliver products that our service men and women, veterans, and their families can be proud of.” 

Through its line of licensed products for the NCAA, The Fan-Brand has demonstrated its expertise by enabling school fans and athletic teams to express their team spirit, decorate their homes and show school pride in a unique and stylish way. Similarly, The U.S. Army’s licensing program aims to build positive brand awareness by offering distinctive products to millions of consumers who wish to showcase their U.S. Army support and patriotism. Together, the Fan-Brand and the U.S. Army give consumers the opportunity to celebrate the Army’s values, history and spirit through contemporary home furnishings. 

The line of products are available on The Fan-Brand direct-to-consumer website and various online retailers, with price points ranging from $34.99-$724.99. 

Since 2004, the U.S. Army Trademark Licensing Program has strategically expanded its brand into more than 100 product categories including apparel, footwear, jewelry, consumer electronics, gifts, collectibles and sporting goods. The program currently consists of over 250 Licensees and successfully leverages the values of pride, performance and personal development to build positive brand awareness, while creating multiple touchpoints for consumers. Officially Licensed U.S. Army products are available in more than 50,000 doors across the United States, including major retailers such as Walmart, Target, Kohls, and Cracker Barrel, among others. The key objective of the Army’s licensing program is to promote brand awareness through the development of quality licensed products that introduce a modern approach to the U.S. Army brand. By federal law, licensing fees paid to the U.S. Army for the use of its trademarks provide support for the Army Trademark Licensing Program, and net licensing revenue is devoted to U.S. Army Morale, Welfare and Recreation programs.



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