A Long-Term Strategy for Licensing and Merchandising a Top-Tier Auto Brand

Folks love their cars, and for over a decade, bsp has connected Dodge fans with a full line of products to remember them by. The exclusive licensing partner for the Dodge and Ram brands, bsp has built and still manages one of the world’s largest licensing programs — a $500 million retail business operated by over 100 carefully selected and managed licensees. These include toys, collectibles, apparel, accessories, calendars, posters, video games, and consumer electronics, for sale in leading retailers such as Target, Walmart, Kmart, and Toys R Us. Since the program’s inception, bsp has increased its clients’ royalty revenue while also reducing the total number of licensees by 35 percent, thus emphasizing more profitable partnerships.

bsp created Dodge’s transformational licensing program not by agreeing to every deal, but by strategically supervising the global licensing landscape and crafting a program specially for Dodge and Ram. Ten years in the making, it’s still revving with success.