MGM Consumer Products has reorganized its business in an effort to make the most of its current properties and extensive back catalogue. To that end, the company’s forged new partnerships with New York-based licensing agency Brandgenuity and Jokar Productions and is expanding its existing relationship with L.A.’s Brand Sense Partners. The plan is to divide up the day-to-day management of its properties between Brandgenuity and Brand Sense, with MGM’s current executive roster, including EVP Travis Rutherford, supervising overall strategy, creative services, marketing and consumer and trade messaging.
Brandgenuity is now managing the licensing partnerships for several MGM properties, including boys action IP Storm Hawks and the perennial Pink Panther program. Brand Sense, meanwhile, is expanding its partnership to shepherd new programs for a number of the 4,100 films in MGM’s catalogue and has also been charged with creating new genre-based consumer products programs around concepts such as Midnight Movies and Hollywood Tough Guy.
For its part, Jokar Productions, recently launched by former MGM executive director of global licensed publishing John I. Rosenberg, will handle worldwide publishing for MGM brands. Jokar is making complete book packaging capabilities as well as more traditional forms of licensed publishing available to MGM.