Founded in 2022 and proudly based in Mornington, Victoria, Brand Licensing Group (BLG) has quickly established itself as a premier wholesale destination for licensed merchandise in Australia. The company was created with one clear vision: to connect world-class brands with Australian retailers through high-quality products, competitive value, and strong partnerships.
As a locally owned and operated business, BLG offers a unique blend of international licensing expertise with a deep understanding of the Australian retail landscape. Its agility and entrepreneurial spirit allow the company to move quickly, seize opportunities, and deliver tailored solutions for retail partners.
Building Brands Into Everyday Life
BLG partners with a wide range of iconic brands — from AFL, NRL, Cricket Australia and Holden to global entertainment powerhouses like Disney, Warner Bros., LEGO, Sanrio, and Ford. Each license reflects the company’s belief that great brands have the power to inspire, entertain, and unite fans across categories.
Whether it’s a parent buying a backpack for their child, a collector adding to their Hot Wheels showcase, or a fan celebrating their favourite franchise, BLG ensures that licensed products are part of everyday Australian life.
LEGO licensed lifestyle products bring playful design into everyday living.
Selective Partnerships, Lasting Impact
With a portfolio spanning pet products, auto accessories, travel, barware, and gifting, BLG is helping retailers expand their assortments with merchandise that customers connect with instantly. The company does not aim to flood the market; instead, it carefully selects partners and categories where brand and product innovation will resonate most.
BLG has also begun to expand into the toy category, aspiring to become a recognised name within the licensed toy space through thoughtful partnerships and strategic retail placement.
This approach has enabled BLG to build trust-based relationships with licensors and retailers alike. The Group’s commitment to quality, competitive pricing, and strong retail service makes it a reliable partner in a sector where brand integrity and customer satisfaction are paramount.
Hot Wheels collector merchandise showcases how licensing taps into fan culture and passion.
Expanding Horizons
In 2024, BLG secured an exclusive Australian distribution partnership with LEGO — a significant milestone that underscores its growing reputation as a trusted brand licensing partner. The Group also signed an exclusive Australian distribution deal with Phidal Publishing, a global leader in licensed book and educational products. These strategic relationships open new doors with retailers across multiple categories and channels, broadening BLG’s reach well beyond traditional merchandise.
Looking ahead, the Group is actively pursuing further exclusive partnerships and exploring opportunities in sustainability-driven products, digital brand extensions, and direct-to-consumer collaborations. This ambition ensures BLG remains at the forefront of the licensing sector in Australia.
Positioning Statement
For Australian retailers seeking differentiated merchandise who want credible licensed brands combined with strong margins and supply reliability, Brand Licensing Group is the wholesale licensing partner that delivers premium, innovative licensed goods at competitive pricing, because we are an official license partner to high-value global and local brands and we maintain strict standards of product quality, brand alignment, and service to our retail partners.
Looking Ahead
As a young but ambitious company, Brand Licensing Group is committed to building long-term value for retailers, licensors, and consumers alike. With a growing portfolio of licenses and categories, the Group’s focus is on innovation, authenticity, and service — ensuring that Australia’s retail shelves continue to reflect the brands people love most.
Over the next five years, BLG aims to broaden its product mix across fashion, publishing, and homewares, strengthen its presence with exclusive brand collaborations and distribution partnerships, position itself as a leader in sustainable licensed products, continue building enduring partnerships with licensors and retail leaders across the country, and secure additional high-profile distribution arrangements that expand its portfolio and cement its role as a key player in the licensed merchandise industry.
Conclusion
Brand Licensing Group is more than a wholesaler — it is a bridge between global brands and Australian consumers. Through careful selection, premium product development, and strong market partnerships, BLG is carving out its place as a leader in the evolving world of brand licensing.
This is only the beginning — and with its growing reputation, BLG is set to play an ever more important role in shaping Australia’s licensed merchandise landscape.
This article originally appeared in Edition 51 of The Bugg Report Magazine
