Volkswagen Zubehör GmbH, the Volkswagen Company that controls all licensing rights to the iconic Volkswagen automobile brand, announced today their selection of IMG Licensing, a division of global sports, fashion and media company, IMG Worldwide, as their exclusive global consumer product and brand agency for the internationally renowned automobile brand. The multi-year agreement covers all of Volkswagen’s licensing interests for the global Volkswagen Licensing Program for Merchandise Products.
“We are very pleased to select IMG as our partner. Their outstanding reputation and global experience fit our requirements perfectly and we are confident that they will represent our interests extremely well,” said Birgit Weigel, Director of Volkswagen Lifestyle and License management.
Bruno Maglione, IMG Executive Vice President and Global Managing Director, IMG Worldwide Licensing added, “We are very proud to have been awarded this multi-year contract to represent the Volkswagen brand. The VW brand resonates worldwide for many aspirational values such as quality, functionality, technical excellence, ecological awareness and affordability. In addition to that, Volkswagen has over the years developed advertising campaigns and vehicle models that have marked eras and serve as iconic cultural and lifestyle milestones. These are all unique and attractive attributes that will be leveraged for distinctive and appealing consumer products.”
Volkswagen has not previously worked with a third party agent for its brand licensing activities and the selection of IMG is the result of a carefully managed one year process. The two companies are working on development plans with the vision of rolling out the first new products during 2012.