TOTAL LICENSING
Maserati.
Maserati have been licensing their
iconic brand for several years now,
initially managed through Ferrari but
today through their own licensing di-
vision.
Beyond products that you would
expect the car manufacturer to li-
cense, such as model cars, toys and
videogames, the company have also
embarked on a major programme to
extend the Maserati licensing pro-
gram into ranges of luxury and fashion
goods. The objective of the program
is to create categories that are linked
to the core brand values of the mo-
tor marque whilst at the same time
generating the excitement, innovation,
technological expertise and style and
design that consumers expect from
the car brand.
Whilst Maserati cars are, of course,
sold around the world, the licensing
division plans to initially focus on the
car brand’s leading markets.
ti’s creation of a luxury branded li- across the spectrum of licensed cat-
A key license for the Maserati pro-
censing programme with plans already egories from apparel and homewares
gram has been the signing of a licens-
in the works to take the programme to die cast.
ing and sponsorship agreement with
into lines of fashion and other luxury The Beanstalk Group will manage and
famous Swiss watchmakers Audemars
goods. develop an international licensing pro-
Piguet.
gramme that builds on the heritage
The agreement was concluded at the
Vespa and global affinity for the Vespa brand
end of 2005 when Audemars Piguet
From four wheels to two and, specifi- in all these major product categories
became the lead partner for the Tro-
cally, Vespa. and that celebrates the romantic yet
feo Maserati. In fact, the company has
The Vespa line of motor scooters was contemporary lifestyle that Vespa em-
been sponsoring the Trofeo Maserati
first manufactured in Italy in 1946 by bodies.
Europa since 2004 and is the offi-
Piaggio & Co. The Vespa was widely The vision for the Vespa brand is to
cial partner of the MC12 cars taking
used in the 1950s and 60s, when it also develop unique, fun and versatile prod-
became the adopted ucts that fuse innovation and heritage
vehicle of choice for in a timeless fashion.
the UK youth-cul-
ture known as Mods. Ducati
Piaggio revolution- And so to Ducati, probably the most
ized the two-wheel famous two-wheeled brand to come
industry with the out of Italy.
Vespa and provided It is with unwavering passion and com-
part in GT competitions. The tie-in
a model on which nearly every other mitment to innovation that Ducati cel-
between the two companies mirrors
scooter made since has been based. ebrates every racetrack victory. Eight
their common pursuit of excellence
In recent news, The Beanstalk Group decades of advanced engineering. Eight
and resulted in the launch of the Du-
signed an agreement for global repre- decades of groundbreaking design. Ev-
altime Millenary Maserati watch as a
sentation of the iconic Italian scooter eryone at Ducati looks to the future
limited edition to celebrate the 90
th
brand. for the next product launch, the next
anniversary of the famous car manu-
As the flagship brand of the Piaggio advanced engine technology and the
facturer. A number of other high-end
Group, Vespa has been inextricably next racing championship. And Ducati
stylish products have also been pro-
liked to beautiful Italian design for is always pushing to better itself… lap
duced by Audermars Piguet in conjuc-
over 50 years. Through this authentic times, riding skills, competitiveness in
tion with Maserati.
Italian heritage, Vespa has become a their racing efforts. In addition, the
The signing of Audemars Piguet agree-
style icon, a way of life and a living leg- company is working to entertain a
ment signals the beginning of Masera-
end that sparks interest and passion growing number of fans and enthu-
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