MGM sharpens licencing focus with Bond 25

13-May-2019 • No Time To Die

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MGM recently hired Robert Marick, a former Discovery executive, as Executive VP for Consumer Products and Experiences. 

“MGM evaluated its past approach to licensing and realized it had under-developed not only its classic films, but also that there are new opportunities for building out programs across the board,” said Marick in a report by LIMA. “MGM is going to take a much more strategic franchise approach to how it licenses in the future.”

The licensing program, with Brandgenuity continuing as its agency, initially will be built around James Bond (Bond 25 is due in April).  Its focus will be on location-based entertainment (outside of the 'saturated' US market) and video and mobile games.

Those hoping that MGM avoids the pitfalls of another lackluster mobile gaming effort and await a AAA console title may be disappointed.

“The landscape has changed from back when it was pretty much just videogames consoles,” says Marick. “The consoles are still there but you can add in mobile devices and there are more opportunities.”