LA-based Randy’s Donuts is looking to forge partnerships globally, adding its brand to fashion and lifestyle products.

The company has appointed IMG as its exclusive licensing agency to expand into new categories and markets.

Founded in 1952, Randy’s Donuts is a famous landmark in Los Angeles, with its giant rooftop donut sign featured in various pop culture moments.

The brand is accelerating its global expansion, with its recent debut in New York City and upcoming openings in Las Vegas and Santa Clara, along with growth in international markets such as Japan, Korea, Mexico, and the Middle East. 

As part of the multi-year partnership, IMG will work with Randy’s to build a dynamic licensing program spanning fashion and apparel, food and beverage, collectibles, immersive brand experiences, and more.

The agreement also marks the chain’s first such global partnership with a licensing agency.

“Partnering with IMG Licensing marks an exciting new chapter for us, opening the door to creative collaborations across verticals,” said Mark Kelegian, CEO of Randy’s Donuts. “IMG’s global expertise allows us to bring the spirit and heritage of Randy’s Donuts to even more people around the world in fresh, unexpected ways.”

Van Kokeh, VP of IMG licensing, added: “With nearly 80 years of heritage, an unmistakable brand identity, and universal resonance among chefs, celebrities, as well as Gen Z and Millennial audiences, Randy’s Donuts has tremendous licensing potential.”

IMG plans to leverage the brand’s rich history, street aesthetic, and past collaborations with Guess, Crenshaw Skate Club and Toms to develop culturally relevant product offerings and experiences that will help strengthen its reach worldwide.

Further reading: IMG to represent the Museum of Modern Art in global licensing deal