Beanstalk Taps First Licensee to Extend Audio Brand

NEW YORK, NY (December 9, 2022) – Skullcandy, the original lifestyle audio brand, has teamed up with Lifeworks, a leading technology, sport, and automotive manufacturer, to debut Skullcandy branded speakers. In a space typically dominated by basically designed audio accessories, the Skullcandy speaker line utilizes the power of color and upbeat aesthetics to create a vibrant listening experience, all at a high quality and attainable price point.

Brokered by Beanstalk, Skullcandy’s global brand extension licensing agency, the partnership with Lifeworks marks the inaugural licensing agreement for the beloved audio brand. The initial launch includes nine different speaker designs and sizes, ranging from ultra-portable to large party speakers. Key product features include premium audio quality, all-day battery performance, waterproof exterior and USB-C charging ports. The speakers celebrate the first phase of the range, with home audio products, mobile accessories, and PC and gaming accessories to follow.

"Fans of the brand have repeatedly been calling out for us to Skullcandy-fy products and experiences in our social comments and consumer research. So they actually did the heavy lifting for us by identifying exciting potential in close-to-core categories, and we knew there was demand from the get-go,” says Derek Steiner, Director of Global Brand Partnerships, Skullcandy. “Getting back into wireless speakers was a no-brainer, and we just needed to find the quintessential partner that could wield the power of the Skullcandy brand. We found this ideal partner in Lifeworks, who have teamed up with the Skullcandy brand to amplify our presence in the market with distinct youthful energy to cultivate bonds with current and new consumers with a line of amazing products geared toward the adventurous and young at heart."

“Lifeworks is super excited to announce our strategic partnership with Skullcandy, delivering this iconic brand into some exciting new categories and products. We hope consumers enjoy our hard work, as we are looking to revolutionize the way you listen, work, and game with the Skullcandy brand!” says Amin H. Adjmi, CEO, Lifeworks.

“We’re thrilled to launch the Skullcandy licensing program with Lifeworks,” says Jenna DeVico, Director, Brand Management, Beanstalk. “Lifeworks has a strong understanding of the Skullcandy aesthetic and the premium nature of Skullcandy’s product and will be able to execute extensions that seamlessly pair back to the brand’s core identity. The partnership will propel Skullcandy into becoming an all-encompassing lifestyle brand by enabling existing consumers to see their favorite electronics brand enter new categories. At the same time, new consumers, who have been feeling the need for more expressive audio accessories, will be delighted by the innovation and style of the fun range.”

Skullcandy speakers are set to launch across mass and e-commerce retailers in Spring 2023.

About Skullcandy

Skullcandy is the original lifestyle audio brand, born in 2003 on a chairlift in Park City, Utah. Fast forward to today where Skullcandy is on a mission “to unleash the visceral power of music for all.” Skullcandy headphones and earbuds are created, tuned and tested to deliver music you can feel, specially engineered to provide a deeper, more immersive listening experience. The brand features The Workshop, home of custom, limited-edition audio products designed by artists and partners and hand-printed using state-of-the-art digital technology and a personal touch. Skullcandy supports charitable causes through its Music With A Mission program where dedicated campaigns and a portion of proceeds from limited-edition product sales help make an impact. Skullcandy designs, markets and distributes its audio products through a variety of distribution channels globally. The company’s website can be found at www.Skullcandy.com.

About Lifeworks

Lifeworks is a global designer and manufacturer of consumer products. We focus on all aspects of the product life cycle, from concept through distribution. We create, develop, and manage brands that are meaningful, authentic, and memorable. Headquartered in New York City.

About Beanstalk

Beanstalk, a global brand extension licensing agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer. Beanstalk offers a breadth of services across our practice areas, including brand representation, digital media representation (Tinderbox), manufacturer representation, cultural intelligence, creative services, legal and financial services, and royalty auditing. The company is headquartered in New York, with offices in London, Miami, Cincinnati, Mexico City and Sao Paulo, and affiliates throughout the world. Beanstalk is the recipient of the 2022 Licensing International Excellence Award for Best Licensing Agency. For more information, please visit www.beanstalk.com. Beanstalk is a member of the Omnicom Specialty Marketing Group.