IMG takes the wheel at Fiat

Licensing agent will steer brand extension programmes for remaining FCA Group car brands not already under its remit: Fiat 500, Alfa Romeo, Lancia and Abarth

Written by Rhys Thomas

Posted 18.06.2019 | Lifestyle

IMG takes the wheel at Fiat thumbnail

IMG has been appointed by FCA Italy S.p.A. and FCA Group Marketing S.p.A. to manage global licensing for its Fiat, Fiat 500, Fiat Professional, Alfa Romeo, Lancia and Abarth brands.

The partnership now sees IMG representing the entire FCA Group, already being the licens ing agent for its US-based brands Jeep, Ram, Dodge and Chrysler.  

“We are delighted to be working with these world-renowned Italian brands – each rich in heritage, individual identity and popularity,” says Bruno Maglione, President of Licensing, IMG. “We see great opportunities to leverage the strengths of this compelling brand portfolio and their diverse brand profiles.”


IMG will focus on growing the Italian automotive brands’ presence internationally through a range of licensed categories from toys, video games and collectables to broad-based brand lifestyle programmes and technical products.

The collaboration also includes management of the Fiat, Fiat 500, Fiat Professional, Alfa Romeo, Lancia and Abarth brands’ existing licensing programmes globally.

Cristiano Fiorio, Head of Brand Communication, FCA EMEA region, ays: “We selected IMG after in-depth and thorough research, because they were able to interpret, envisage and foresee the importance of growing brand extension, while being rigorous on the protection of the brands’ identities and values. They have been able to create a sustainable business plan, and at the same time demonstrate how to sustain brand equity.”

IMG intends to take a region-by-region approach to developing and extending each of the brands’ licensing programmes through a international team led by IMG’s Milan office.


Registration remains open for the 72nd Spielwarenmesse thumbnail

Registration remains open for the 72nd Spielwarenmesse

The closing date for Spielwarenmesse 2021 has been deferred for new exhibitors and the range of services has been extended

ToyAid sees toy, entertainment and licensing companies join forces for good thumbnail

ToyAid sees toy, entertainment and licensing companies join forces for good

ToyAid’s June campaign, “Buy Some Toys for Make Some Noise”, aims to raise as much money as possible to help ...

Xilam Animation names Licensing Works! North American agent for Zig & Sharko thumbnail

Xilam Animation names Licensing Works! North American agent for Zig & Sharko

Licensing Works! is now assembling a merchandise programme for the hit animated slapstick comedy brand targeting kids, tweens, teens and ...

Press Releases

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year