SUBARU Brand Licensing

Together with partners who share our values, SUBARU aims to create distinctive products and experiences that open up new possibilities for the brand.

Our roots in aircraft manufacturing have shaped a culture of precision, craftsmanship and purposeful design. At the heart of SUBARU is Monozukuri: a commitment to engineering with integrity and turning forward-looking ideas into products that stand the test of time.

We welcome licensing collaborations across a wide range of categories, including scale models, apparel, accessories, outdoor products and digital content.

The opportunity extends beyond existing SUBARU fans. It speaks to people who value the joy of driving, a connection with nature and thoughtful design in everyday life. Together, we can translate the spirit of SUBARU into licensed products that feel authentic, useful and emotionally relevant.

The power of the SUBARU brand

A brand built on trust and passion

The strength of SUBARU has been built over time through enduring relationships with owners, fans and communities around the world. SUBARU is sometimes described as a brand for those in the know. For owners, however, its appeal runs much deeper: the longer they live with a SUBARU, the more they appreciate the thinking, capability and character behind it. Here are some of the reasons SUBARU continues to earn trust, loyalty and passionate support.

Brand Assets

SUBARU brand assets

Successful licensed products begin with distinctive, high-quality brand assets. SUBARU offers a rich portfolio of visuals, designs and story-led materials that can inspire products across multiple categories. Available content includes products and vehicles, past and present logos and emblems, motorsport assets, and historic advertising and promotional materials.

Products (Vehicles, Aircraft, Buses & Industrial Equipment)
Logos & Emblems (Current, Heritage & Feature Logos)
Motorsports (STI, VSC, Drivers, WRC)
Marketing & Advertising Materials
Subaru of America Brand Assets

Licensing in Action

Examples of licensing opportunities

Scale models and games

Scale models are a cornerstone of automotive collecting and hold strong appeal for dedicated fans. SUBARU vehicles also feature in a wide range of games, where their distinctive design and driving characteristics create a memorable presence in the virtual world.
Apparel and lifestyle products

For many fans, SUBARU is more than the car they drive; it is a brand and a set of values they want to express in everyday life. Apparel and lifestyle products can capture the individuality, community and sense of adventure that draw people to SUBARU.
Interiors and spaces

At AEON Mall Ota in Gunma Prefecture, a children’s play space uses a map of Ota City to explore the relationship between nature, community and mobility. Play equipment inspired by SUBARU aircraft and vehicles, together with sustainable materials, encourages children to imagine the future through play. Projects like this show how SUBARU design can support communities and engage the next generation.
Outdoor and lifestyle

REI is one of the largest outdoor retailers in the United States and has a strong following among outdoor enthusiasts. With a natural overlap between the REI and SUBARU communities, caravan events and collaborative projects across the United States have extended the brand experience beyond the vehicle.
Traditional Japanese products

SUBARU also collaborates on commemorative products and special projects. To mark a Tokyo Tower anniversary, the landmark partnered with the Subaru 360, an icon of the same era. The collaboration featured traditionally dyed Tenugui hand towels and matching fans.
Engineering expertise

SUBARU has developed deep expertise in technologies such as the horizontally opposed engine and Symmetrical All-Wheel Drive. This engineering knowledge can inspire innovation beyond the automotive category. One example is an all-wheel-drive bicycle developed by SUBARU engineers. The same spirit of practical, original thinking can bring new value to future collaborations.
Pets

SUBARU recognizes pets as important members of the family and has developed collaborations that make travelling together safer and more enjoyable. Products include functional, stylish drive harnesses and leads created with EZYDOG, a specialist pet-accessories brand.
Kids

SUBARU has collaborated on products designed to encourage children’s curiosity and concentration, from playful everyday items to an original, Japan-made Kendama approved by the Japan Kendama Association for competitions and grading.

How It Works

The SUBARU licensing process

Step1 Initial enquiry Contact the SUBARU licensing team with an outline of your business and area of interest. Step2 Proposal and review Submit a proposal setting out the product concept, category, territory, distribution, target consumer, launch timing and commercial plan. Step3 License agreement If the proposal is approved in principle, we will discuss and agree the commercial terms and enter into a merchandise license agreement. Step4 Product development and approvals Keep SUBARU updated throughout development and submit concepts, artwork, samples and packaging for approval. We will work together to ensure the product is accurate, high quality and consistent with the agreed proposal. Step5 Production and launch Once all contractual and approval requirements have been completed, the licensed product may enter production and launch in the approved market.

Frequently
Asked
Questions

Q. Do I need permission to use a SUBARU logo or vehicle image in my own work?: Yes. Prior written permission is required to use SUBARU logos, vehicle imagery, videos or other protected brand assets. Unauthorized use may infringe intellectual property rights, so please contact us before use.
Q. Can I propose a project based on SUBARU vehicles or the SUBARU brand?: Yes, we welcome relevant proposals. Illustrations, models, videos and other works based on SUBARU vehicles or brand assets may be protected by trademark, copyright or other intellectual property rights and must not be used without permission. Please provide a clear project outline and explain the proposed use. We will consider the strength of the brand fit and the value the project could create for both parties.
Q. How long does the review and contracting process take?: Timing depends on the nature and complexity of the proposal and may take several months. We assess each opportunity based on factors including brand fit, quality and potential mutual value. Submission of a proposal does not guarantee approval, and we may be unable to progress every enquiry.
Q. How are royalties determined?: Royalty rates and other commercial terms are agreed for each partnership and set out in the license agreement.
Q. Can SUBARU provide brand assets?: Access to brand assets is considered as part of an approved licensing partnership and is limited to what is necessary for the agreed product and use. Please specify the intended asset, application, media, territory and duration in your proposal. Availability cannot be guaranteed.
Q. Can SUBARU enter into a license agreement with an individual?: No. We accept licensing enquiries from companies and organizations only.