Toyota seeks licensees and OEM partners for brand merchandise

Toyota Motor Corporation has announced a call for licensees and OEM partners to promote the sale of merchandise for its ‘TOYOTA’ and ‘GAZOO Racing’ (GR) brands. This initiative is part of a broader strategy to enhance brand value and growth across five key brands: Century, Lexus, Toyota, GAZOO Racing, and Daihatsu.

The company is seeking partners across various sectors, including apparel, accessories, outdoor and leisure, sports, lifestyle goods, hobbies, toys, stationery, and consumer electronics/gadgets. Toyota intends to consider flexible cooperation models, such as licensing agreements, joint development, and OEM manufacturing, to create more touchpoints with fans.

Toyota and GAZOO Racing will showcase current products, such as Land Cruiser official items and the GR Collection, at the 102nd Tokyo International Gift Show Autumn 2026, held at Tokyo Big Sight from September 2 to September 4.