McDonald’s has appointed The Joester Loria Group as its new global licensing agent.
The fast food giant will work with JLG to widen the reach of its golden arches through collaborations and collections of licensed products.
The initial focus will be on accessories, collectables for adults and fashion – a category the burger and fries joint has a long history with, having partnered with fashion brands and retailers since the early 80s.
JLG will work closely with McDonald’s Global Marketing team to tap into the brand’s unique visuals, popular characters and iconic brand campaigns. The agency says it is on the hunt for episodic campaigns, pop-up events, unexpected mash-ups and great product to launch later this year.
“McDonald’s has been ingrained in the fabric of culture for years, and there’s a long history of fans wearing our brand with pride,” says Jen Landolt, Senior Director, Global Marketing at McDonald’s Corporation.
“We look forward to collaborating with great brands to deliver product that celebrates McDonald’s heritage and deep emotional connection with our customers.”
Last month, McDonald’s introduced its Golden Arches Unlimited online store offering a selection of fun, functional items and seasonal products.