MUMBAI: Metro-Goldwyn-Mayer Studios (MGM) has teamed with Brand Sense Partners, to identify and execute new business ventures focused around MGM’s iconic brand, logo and lifestyle appeal.

Through this partnership with the an integrated brand extension and business development firm, MGM will seek out both non-traditional licensing categories and strategic partnerships to deliver consumer goods, services, and lifestyle experiences inspired by the studio’s rich heritage.

The MGM brand represents a lifestyle associated with both entertainment and the golden age of Hollywood and lends itself naturally to products and services. Recent consumer research finds that MGM achieves close to 90 per cent aided awareness. Brand Sense will be focused on a number of categories including apparel and accessories, furniture and home decor, consumer electronics and select services.