Tempo has entered a strategic partnership with Monster, which will see the service provider become responsible for Monster’s product development, distribution and marketing in Australia and New Zealand.

The partnership will combine Monster’s product vision, wide range of categories and technology with Tempo’s speed to market, global social compliance and strong retail relationships. The collaboration will also allow Monster to enter new categories to better serve and reach more consumers.

Monster senior vice president of brand and corporate development, Kevin Lee said the company’s new value-added licensing model is about finding the right partner for every territory across the globe.

“We are not just looking for regular licensees that do traditional sourcing. Monster is looking for companies that understand the brand and share the same passion for design, innovation and delivering new categories to serve retailers and consumers,” he said.

“We were extremely excited when we found Tempo and their ability to serve our partnerships globally.”

Tempo executives acknowledged that Monster has been innovating in the categories it plays in for decades. “We have been huge fans of the brand and are excited to get closer to the brand by partnering with them on development, distribution and marketing.”

In early 2020, Monster transitioned to a business model built around value-added licensing that involves working with manufacturing and distribution partners to drive strategy, innovation, technology, product design, sales, sell-through training and marketing.

This business model was first rolled out in the United States and Canada, enabling Monster to provide more products in more categories for some of the largest retailers in North America, including lighting, smart IoT, gaming, mobility, connected car and automotive, in addition to cables, power/surge protection, screen clean, TV mounts, headphones and speakers.

Monster is now expanding in Europe, the Middle East and Asia Pacific.