Brand licenseOverview of Brand License
We support brand businesses in Japan and overseas, such as ADMIRAL, TOROY and LIBERTY BELL, for which Toyota Tsusho acts as the master licensee, and coordinate licensing contracts for Japanese clients. We nurture brands with longevity by controlling commercialization suited to market needs while preserving brand concept, and by undertaking promotion and marketing activities.
Furthermore, we propose value-adding plans to contribute to sales expansion and image improvement with collaborations between brands and artists, and development of original brands.
- ADMIRAL started in 1914 as a supplier of uniforms to the British Navy.
The impressive brand mark represents a Navy Admiral armlet.
In the 1970s, ADMIRAL became the official sponsor for major British national sporting teams, including Manchester United and the English National Soccer Team.
In the 1980s, ADMIRAL collaborated with sports other than soccer, including cricket and rugby, and established itself as a total sports brand.
Although it is quite common now, ADMIRAL has been a pioneer of sports fashion, creating the foundation for tie-ups between professional teams and sports brands.
In the 21st century, ADMIRAL has gained recognition in Italy, Germany, the Netherlands and other European countries. ADMIRAL has become a much-loved international brand in more than 40 countries, including Japan.
- TOROY was launched in 1968.
TOROY evokes nostalgia for the west coast of America and a dandy lifestyle. In the 1970s and 1980s, the brand took the world by storm amid a golf and tennis boom.
In 2005, TOROY revamped its pipe logo to represent the concept of the brand: “Relax.” TOROY offers a broad line-up, proposing strength and stability in maturity as a total brand which expresses a relaxed attitude and quality in everyday life.