Magic Hat Brand Management has been appointed by Established Inc. to represent the Technicolor brand across South Korea.
The company has been given a mandate to develop and expand the brand through a new generation of strategic licensing partnerships, collaborations and consumer experiences.
For more than a century, Technicolor has been synonymous with the evolution of colour and visual technology.
Magic Hat will look to further build on this heritage, identifying new ways for consumers to experience Technicolor, bringing the brand into relevant contemporary categories and creating partnerships that celebrate the ‘powerful intersection’ of colour and technology.
Initial areas of opportunity include consumer electronics and connected technology; audio, headphone and speakers; gaming and entertainment accessories; craft, art and creative products; toys, play and educational products; home, interiors and lighting; stationery and creative tools; photography and imaging; travel and lifestyle accessories; experiential, immersive and entertainment concepts; plus strategic collaborations with leading Asian brands, designers and creators.
The programme will focus on building meaningful, culturally relevant extensions of Technicolor rather than simply placing the name on products. Each partnership will seek to interpret the brand’s distinctive DNA through bold colour, creative expression, innovation and technology.
“Technicolor is one of those incredibly rare brands whose name has transcended the company itself and became a cultural icon. For generations, it has represented the magic and transformative power of colour,” commented Daniel Avener, founder and ceo at Magic Hat Brand Management. “The opportunity now is to take that extraordinary heritage and reinterpret it for a new generation of consumers. Asia is one of the most exciting markets in the world for technology, fashion, creativity, entertainment and design, making it a natural environment in which to build the next chapter of Technicolor.
“We see enormous potential to bring colour and technology together across everything from consumer electronics and gaming to fashion, craft, play, home and immersive experiences.”
Daniel continued: “We’re also incredibly excited to be working with Jason Sutton and the team at Established. on this project. Jason brings a fantastic understanding of the brand, its heritage and the opportunity ahead, and we share a very clear ambition to build Technicolor into a relevant, exciting and highly distinctive consumer brand for a new generation across Asia.”
Jason Sutton, executive director at Established Inc, added: “Having worked with Daniel and Magic Hat in the past, I am pleased to be expanding the Technicolor brand into the South Korean market with such a creative and powerful partner marking a new chapter in the legacy of the iconic Technicolor brand.”
The appointment forms part of a broader strategy to develop Technicolor as a contemporary global consumer brand while remaining rooted in the heritage, innovation and visual creativity that have defined the name for more than 100 years.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).