Brand Central at 25: 10 Memorable Collabs
Licensing agency Brand Central revisits 25 years of industry-leading deals by looking back at some of its stand-out partnerships.
Mars x Kate Spade New YorkBrand Central
Brand Central, a Top 10 agency in License Global's Top Global Licensing Agency rankings, is celebrating its 25th anniversary this year, marking a quarter century of industry-leading partnerships. To honor the milestone, License Global sat down with Ross Misher, chief executive officer, Brand Central, to revisit and reminisce 10 standout collaborations created by the agency over its tenure. With more than 1,000 license agreements under Brand Central's belt, narrowing the list was no small feat.
"Pulp Fiction" x NECA (2002) – "With one of our first clients, Miramax Films, we helped create Jules' Bad Motherf**ker wallet right out of the movie, which remains one of my favorite products 25 years later," says Misher.
Betty & Veronica x Kitson (2004) – Brand Central created a new licensing model by bringing an IP to the upscale boutique that sparked the "Are you a Betty or a Veronica?" moment at Kitson. The collection generated over $100,000 in the first month and set a blueprint for future boutique collabs.
TargétCouture (2006) – Brand Central partnered with Target and turned "Tar-zhay," the upscale-leaning moniker shoppers of the store have come to embrace, into a real fashion collection. It was the first time Target's logo was incorporated outside the store.
"Are You Smarter Than a 5th Grader?" x Hasbro (2007) – "We raced from concept to shelves in under six months and became the No. 1 toy at Walmart for the holidays that year," says Misher. "It validated what can be done with speed and scale."
Kellogg's x Cinnabon (2008) – Kellogg's asked Brand Central to find an indulgent brand that made sense across their vast portfolio, so it identified and secured the Cinnabon license. It was the agency's first manufacturer representation deal and confirmed the power of this new model for Brand Central.
Kellogg's x Cinnabon, Brand Central
Silly Bandz (2009) – "We found this cool little collectible at a small booth in the back of New York Toy Fair and helped turn it into a nationwide craze through the power of licensed collaborations with Justin Bieber, Hello Kitty, 'SpongeBob' and many more," says Misher.
Mott's Fruit Snacks (Dr Pepper Snapple Group) x General Mills (2010) – "This became Brand Central's largest deal ever," says Misher. "It helped shift fruit snacks from kids' lunchboxes to all-family snacking, showing how licensing can reshape a category."
E! Entertainment x Hudson News (2012) – Brand Central licensed a media brand into an airport store that has welcomed travelers for close to 15 years.
Oreo x Supreme, TargétCouture, "Pulp Fiction" x NECA, Brand Central
Oreo x Supreme (2020) – This specific deal was one of the first times the sweet-treat-maker altered the stamp on its iconic cookie, which in turn changed the game for branded Oreos. The limited-release cookies quickly became a viral fashion item, with resale prices reaching over $90,000, says Misher.
M&M'S (Mars Wrigley) x Kate Spade (2024) – Setting off a candy couture trend, this collection of fashion accessories sold out online and in stores, celebrating the pure fun of M&M'S.
Brand Central is exhibiting at Licensing Expo 2026, taking place May 19-21 at Mandalay Bay Convention Center in Las Vegas, Nev. Find them at Booth D154.
Register for Licensing Expo 2026.
Article Written By: Amanda Cioletti