Live Company Group Plc (LON:LVCG) shares surged on Wednesday after it signed a licensing and merchandising agreement for its BRICKLIVE brand with Licensing Management International Limited (LMI), a marketing consultancy involved in the promotion of Game of Thrones.
The AIM-listed media group said under the agreement, which is due to run until the end of 2025, LMI would be responsible for identifying partners for the licensing and merchandising of BRICKLIVE-branded products that would then be sold at its shows, tours and events.
LMI was established in the early 1980s to handle European licensing for the original Star Wars film trilogy and has since provided services for the NFL as well as international brands such as Nestle and Shell.
“LMI has a wealth of experience in both merchandising and licensing products and goods, working successfully with well known, global franchises… and I'm therefore delighted to be working with LMI to develop the BRICKLIVE products", said David Ciclitira, Live Company’s executive chairman.
In early trading, Live Company shares were up 9% at 62.7p.