January 31, 2017 Last Updated 3:33 pm

Rodale signs brand-licensing deals for Men’s Health for Asia, South Pacific markets

The publisher will partner with Global Icons in China, South Korea, and Southeast Asia, and with Asembl Brands of Australia for Australia and New Zealand markets

NEW YORK, NY – January 31, 2017 — Rodale Inc., the global health and wellness content company, today announced that Men’s Health will be partnering with industry-leading agencies Global Icons — to develop brand-licensing programs in China, South Korea, and Southeast Asia — and Asembl Brands of Australia — to develop brand-licensing programs in Australia and New Zealand. Men’s Health has been published in Asian and South Pacific markets since 1997.

“Developing consumer products that are backed by the global recognition that our brand portfolio offers will open new doors for our customers to accomplish their fitness goals and lead healthier lives,” said Rob Novick, Senior Vice President of Global Business Development at Rodale Inc. “We are delighted to be working with Global Icons and Asembl to create new Rodale brand experiences for the burgeoning health- and wellness-minded populations in Asia and the South Pacific.”

With a reputation for developing branded products that consumers know and trust, Global Icons has worked with notable clients that include Nutella, BMW, Magic Chef, and Ford. Rodale kicked off its partnership with the agency at the recent Hong Kong Licensing Show.

“We are thrilled to be representing Men’s Health, the leading global lifestyle brand for the performance-driven man,” said Iain Parker, Global Icons CEO, Europe & Asia Pacific. “There was a tremendous response at the Hong Kong Licensing Fair, and we see great potential to develop the program in key categories, such as Vitamins and Supplements, Fitness Equipment, Food and Beverage, and Apparel and Accessories, within our territories in Asia.”

As expert brand-licensing innovators in the Asia-Pacific, Asembl works specifically with fashion and lifestyle brands, including DIAGEO’s Baileys liqueur, Gold’s Gym, Finlayson, and Le TIGRE.

“With readership for the Men’s Health Australia publications increasing every year, now is a perfect time to connect on a deeper level with audiences through a brand-extension program,” said Justin Watson, Managing Director of Asembl. “We look forward to developing products that will enable men to make positive changes in their lives.”

Rodale Inc. is one of the top brand licensors in the world. Through the partnership with Global Icons and Asembl, Rodale will extend brand offerings across a wide range of healthy-living product categories, including frozen ready meals, sports nutrition, vitamins/supplements, personal care, and fitness equipment. Rodale has already seen success developing an array of branded consumer products in U.S. and European markets where the company is represented by brand-licensing agencies The Wildflower Group and Golden Goose, respectively.

Men’s Health magazine, with a global print and digital readership of 60 million across 41 editions in 65 countries, is the biggest men’s magazine brand in the world. Men’s Health is the go-to source for the latest information and expert advice for a healthy and active lifestyle.

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