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Brand Licensing · Partnerships · Los Angeles
The Garfield Agency builds licensing programs and partnerships that turn established brands into new revenue across gaming, toys, apparel, collectibles and automotive. Led by Bruce Garfield, 23+ years directing brand licensing for Honda and Acura.
Decades of programs negotiated and nurtured alongside the brands you already know.
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What We Do
We strategically evaluate, develop and expand brands into new partnerships and categories that generate exposure, royalties and bottom-line profitability.
Program creation, development and management, from category strategy and partner selection to negotiation, contracts and royalty performance.
Collaborations and co-brands that align with your goals, strategic objectives and corporate vision, built as relationships that last well past the first deal.
Direct contacts across gaming & eSports, toys, hobby & collectibles, apparel and accessories. These are the categories where brand equity becomes product.
Trademark and intellectual property protection built into every program: registrations, enforcement and market intelligence, guided by advisors who ran IP at the highest levels of the auto industry.
Where it genuinely serves the brand, we extend programs into next-generation channels like digital collectibles, Web3 and AI-driven experiences.
Why Licensing
Licensing adds positive, high-margin cash flow by contractually granting limited rights to your trademarks, while partners carry the manufacturing and retail risk.
Your core brand shows up in categories you don’t operate in today, expanding reach to audiences your own products never touch.
Well-chosen partnerships align with your values and vision, protecting the brand while it grows, with a champion at the negotiating table.
Who We Are
Advisors who have run licensing, IP, racing, gaming and marketing at the highest level, working together in Los Angeles.
Founder
CEO · Brand Licensing, Merchandise & Partnerships
LinkedInBruce brings extensive knowledge in licensing, branding and product placement to create strategic brand opportunities that maximize revenues and extensions. For 23+ years at American Honda he oversaw branding for Honda and Acura Automobiles, Honda Motorcycles, Honda Power Equipment, Honda Racing and HondaJet, managing brand logos, merchandise and licensing programs across apparel & accessories, gaming & eSports, sporting goods, watches & jewelry, toys & collectibles, consumer electronics and more.
He developed, negotiated and nurtured partner and licensee relationships, bringing business and legal training to every deal: a tough negotiator and brand champion, compassionately nurturing of business partnerships. In his free time, Bruce serves on the boards of two non-profits, a financial institution and an environmental company.
CFO & Legal Advisor
Gaming & Data Advisor
LinkedInA gaming-industry veteran since 2009 and an original employee at CIE Games, Austin became Head of Business Development for Racing Rivals after Glu Mobile’s acquisition, doubling its licensing catalogue and building partnerships with automotive brands. In 2017 he founded Yuen Design Inc., consulting on product management and licensing in mobile gaming.
Global Business Development & IP Advisor
LinkedInVice President of Business Development at RPX Corporation, focused on the automotive sector, following 39 years at Honda Motor Co., Japan, most recently as Senior VP of Honda Patents and Technologies North America, managing IP business, litigation and licensing.
Motorsports Advisor
Championship driver and founder of RealTime Racing, the factory Honda/Acura team in the Pirelli World Challenge. Winner of 91 professional sports car races across 10 series, 10 SCCA Pro Racing drivers’ championships, and an SCCA Hall of Fame inductee. His team has delivered 14 manufacturers’ championships for Honda and Acura.
Marketing, Research & Management Consulting
A strategist with a Ph.D. in Psychology and decades of experience studying markets, competitors and customers. She connects brands with the audience most likely to buy, across industries from packaged food and health insurance to snow sports, motorcycles and automobiles.
Marketing & Advertising Advisor
LinkedInFormer President and Creative Director of California Creative Enterprises, one of California’s largest privately held advertising agencies. He created major media campaigns, including growing Metabolife International from $300,000 to over a billion dollars in annual sales in two and a half years.
Latest News
From guiding new entrepreneurs to enhancing established brand portfolios, Bruce built a career on constant evolution.
Each fall, the who’s who of the auto industry unveils the future of mobility in the car culture capital of the world.
Connecting the world’s most influential entertainment, art and corporate brand owners with licensing partners.
Contact
Get in touch so we can help jump-start your brand licensing program and present new partnership opportunities.
310 - 562 - 4994 Los Angeles, CA 90064