San Francisco-based global brand management and licensing agency Firefly Brand Management is expanding its offerings with the launch of a new division, Firefly Consumer Products. The new consultancy is dedicated to helping manufacturers identify licenses and brands to drive growth and revenues.

Firefly Brand Management president and founder Cynthia Modders is overseeing the new venture. The 30-year industry veteran will work closely with manufacturers to identify new inbound licensing opportunities with the potential for long-term growth. The service will also extend to strategic development, solicitation and negotiation of licenses. Firefly Brand Management, meanwhile, will maintain its focus on brand management and outbound licensing deals for its portfolio of brands such as Subway Surfers(pictured), Boy Meets Girl and Chuck E. Cheese’s.

Modders says as a full-service licensing business, the expansion not only permits Firefly to extend its capabilities with current clients, but also to build upon its relationship with key manufacturers in areas such as interactive, entertainment, technology and music industries.

Firefly Consumer Products will make its first project announcement in June at Licensing Show in Las Vegas.