Beanstalk: Scaling New Heights
Adaptation, innovation and expansion drive Beanstalk’s growth.
At a Glance
- Cultural Intelligence
- At the Museum
- Elsewhere in Beanstalk News
Beanstalk, a global brand licensing agency, recently celebrated its 30th anniversary. The company, which boasts estimated retail sales of $9.9 billion, consistently ranks in the Top 5 on License Global’s Top Global Licensing Agents. Its impressive client list includes automotive brands like Audi, Bentley and Volvo; food and beverage brands, Kellogg’s, Guinness and Baileys and gaming properties from Microsoft, Activision and Atari.
Here, License Global speaks with Beanstalk about trends, licensing with The Metropolitan Museum of Art, new deals in LATAM and the latest agency news.
First Down men’s puffer coats, The Met
Cultural Intelligence
Beanstalk recently launched its Cultural Intelligence global trend reporting service that utilizes data, research and analytics to identify relevant consumer, market and retail trends that brands can leverage to innovate and grow their licensing programs.
“With the world growing and evolving around us, brands must be ready and nimble to implement innovation into their core business,” says Allison Ames, president and chief executive officer, Beanstalk. “Beanstalk Cultural Intelligence serves as a curated opportunity for brands to leverage and activate new trends and ultimately see long-term value and consumer affinity.”
Todd Kaufman, vice president, strategy and partnerships, Beanstalk, and head of its Cultural Intelligence practice, has his eye on growing trends in the licensing space, starting with the evolution of the metaverse.
“Despite the shift away from NFTs and the current market volatility, this is still an incredibly powerful platform for brands to reach younger Gen Z and Gen Alpha consumers,” says Kaufman. “When the dust settles, brands will still lean into the opportunity to meet these consumers where they are through immersive digital activations that fuel new brand love.”
Collaborations are a large and expanding part of the brand licensing business; Kaufman says collaborations are now crucial to brand extension programs and the overall marketing mix. As a result, Beanstalk has developed a strategic partnership with Los Angeles-based agency, Collaborations Licensing, to boost its expertise in this area.