Apple Corps, Ltd. and The Thread Shop, Sony Music Entertainment’s merchandising division, have entered into a broad partnership to develop new merchandise, licensing, retail and e-commerce opportunities for The Beatles in North America.
The Thread Shop will work closely with Apple Corps to expand The Beatles’ brand presence in the US and throughout the region by creating new apparel, products and collaborations.
The Beatles’ merchandise in North America was previously licensed to Universal‘s Bravado.
In connection with the agreement between Apple Corps and Sony Music, Joe Marziotto has joined the Thread Shop Team as Vice President, Licensing & Marketing to continue active Beatles licensing relationships and develop new opportunities for the band in partnership with Apple Corps.
He reports to Howard Lau, Head of The Thread Shop.
The Thread Shop will design, develop, sell and license all-new original offerings from The Beatles, as well new Beatles partnerships.
New merchandise from The Beatles will be made available across The Thread Shop’s network of major retail chains and independent retailers.
The Thread Shop will also operate The Beatles North America direct-to-consumer commerce site, usastore.thebeatles.com.
The first wave of The Beatles merchandise collection will be introduced with a Beatles holiday pop-up store in New York City from December 11 through December 22.
The pop-up will showcase new apparel designs as well an assortment of licensed Beatles clothing, toys, and other branded products including turntables and a pinball machine, and more.
Apple Corps Ltd. was founded by The Beatles in 1968 to oversee the band’s creative and business interests.
As part of its management of The Beatles’ entire intellectual property portfolio, the London-based company has administered the legendary band’s recorded catalog, with more than 800 million physical and digital albums sold to date.
“We are tremendously honored that they have entrusted The Thread Shop with their iconic brand, and we look forward to sharing their extraordinary vision with fans.”
Richard Story, President, Sony Music Entertainment
Richard Story, President, Commercial Music Group, Sony Music Entertainment, said: “More than a half-century after Beatlemania first broke out in the US, The Beatles remain an unmatched cultural force in our society.
“Their revolutionary achievements continue to inspire artists and thinkers across borders, cultures, and generations.
“We are tremendously honored that they have entrusted The Thread Shop with their iconic brand, and we look forward to sharing their extraordinary vision with fans.”
The Thread Shop inked a deal to acquire the music merch division of The Araca Group for an undisclosed fee in August.Music Business Worldwide
