Automotive Brands Expand Reach Through Licensing Partnerships

Car companies leverage collaborations to connect with diverse audiences beyond traditional auto shows.

Apr. 2, 2026 at 5:00pm

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Automotive companies are increasingly using licensing strategies to expand their brand presence beyond traditional auto shows and meet-ups, reaching consumers in diverse settings through apparel, décor, toys, and more. Brands like General Motors, Toyota, BMW, and Nissan are forging partnerships with companies like Epic Games, LEGO, and Mattel to introduce nostalgic and innovative co-branded products that resonate with both enthusiasts and new audiences.

Why it matters

This trend highlights how automotive brands are redefining brand loyalty and finding new ways to connect with consumers, especially younger generations like Gen Z. By leveraging licensing, these companies can extend their reach into popular culture and lifestyle categories, fostering deeper engagement and brand affinity.

The details

General Motors has made significant strides in brand licensing, partnering with Epic Games to launch Cadillac-themed digital collectibles in 'Fortnite' and 'Rocket League.' Toyota has collaborated with apparel brands like Pull&Bear and HUF, as well as MGA Entertainment, to create custom die-cast car series. BMW maintains strict requirements for its licensees to ensure high-quality products that reinforce positive brand equity, while Nissan has partnered with LEGO to create a '2 Fast 2 Furious' Skyline GT-R model.

  • In 2024, GM partnered with Epic Games to launch the Cadillac Bundle in 'Fortnite' and 'Rocket League'.
  • Since 2023, The Joester Loria Group has represented Toyota globally for its licensing strategy.
  • In 2024, Formula 1 entered a 10-year partnership with LVMH, involving brands like Louis Vuitton, Moët Hennessy, and TAG Heuer.
  • In January 2024, Timex Group signed an agreement with Aston Martin to design, manufacture, and distribute watch and jewelry collections.
  • In 2025, Mattel debuted Mattel Brick Shop and Hot Wheels collections featuring Audi and Aston Martin models.

The players

General Motors (GM)

An American multinational corporation that designs, manufactures, and sells vehicles and vehicle parts, and has made significant strides in brand licensing, particularly with Gen Z.

The Joester Loria Group

A global licensing agency that has represented Toyota globally since 2023, collaborating with apparel brands and toy companies to create localized licensing programs.

BMW

A German luxury automobile, motorcycle, and engine manufacturing company that maintains strict requirements for its licensees to ensure high-quality products that reinforce positive brand equity.

Nissan

A Japanese multinational automobile manufacturer that has partnered with LEGO to create a '2 Fast 2 Furious' Skyline GT-R model.

Mattel

An American multinational toy manufacturing company that owns the Hot Wheels brand, which has collaborated with numerous automotive brands and entertainment properties.

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What they’re saying

“The core strategy for a global licensing program remains consistent, but execution must vary by region. Distinct product lineups, localized nameplates, consumer preferences, and even road sizes drive these differences.”

— Michael Almeida, Managing Director, The Joester Loria Group

“As a premium brand, BMW has stringent requirements for all licensees to ensure they develop high-quality BMW-branded products that resonate with BMW fans and reinforce positive brand equities.”

— Andy Topkins, Partner, Brandgenuity

“We were thrilled to see the very positive response to the '2 Fast 2 Furious' Nissan Skyline GT-R (R34) when it launched. LEGO developed the first-ever drifting function, bringing real innovation to fans.”

— Teri Niadna, Managing Director, Brandgenuity

What’s next

Attendees at Licensing Expo 2026 will be able to explore firsthand how the automotive category is integrating into brand licensing, as the event will feature the latest collaborations and innovations in this space.

The takeaway

Automotive brands are leveraging licensing partnerships to expand their reach beyond traditional channels, connecting with diverse audiences and fostering deeper brand loyalty, especially among younger consumers. This trend highlights the industry's evolving strategies to stay relevant and engage fans in new and innovative ways.