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Normally Fender would gather guitar dealers in their respective territories and bring them together to view first hand their new releases for the remainder of the year. With Covid-19 putting an end to that, Fender decided this year to present their wares globally to their dealers online.

Fender Musical Instruments Corporation (FMIC) today announced a new slate of products for the remainder of 2020 via a global online meeting experience for dealers worldwide. With new additions across nearly every category – from electrics, acoustics and amplifiers to pedals, Squier, accessories and apparel – Fender continues its commitment to product innovation and serving the needs of players creating music during this time. In light of COVID-19 restrictions, which caused the cancellation of the annual Summer NAMM show in Nashville, Tenn. and the brand’s decision to forgo participation in Winter NAMM 2021, Fender has created a private interactive portal for dealers to explore executive and product video and visuals via an easy to-follow user interface.

“2020 has presented unprecedented challenges for every business around the world,” said Tammy Van Donk, EVP Sales, America and EMEA Fender. “As we continually adapt to new norms, we are excited to provide a new immersive online dealer experience in lieu of Summer NAMM and Winter NAMM in 2021. It is with immense pride that Fender continues to unveil new product innovations and instill confidence in our industry at a time when dealers and players alike need them most.”

“Continued product innovation is at the core of everything we do, and our new products are a direct reflection of feedback from artists and players around the world,” added Justin Norvell, Executive Vice President, Product at Fender. Throughout the remainder of 2020, we’re introducing an elevated, compelling selection across all categories – including electric and acoustic guitars, basses, amps, pedals, accessories and more – with something for every player at every stage of their musical journey. Some of the greatest music has come through in the most challenging times, so serving artists now and in the future with tools to create has never been more important.”

We’ll bring you a more detailed look at the new product categories soon but for now, here’s a brief look at what was released today.

Fans of the vintage Fender look and sound are in for a particular treat with the launch of a series of classic Limited Edition Road Worn® guitars joining the Vintera® Series, which recreate the feel of well-loved originals with distinct aging patterns and an authentic broken-in aesthetic. There will also be a limited run of the 70th Anniversary Esquire® – a remake of the very first solid-body guitar ever crafted by Fender – and bass players will get to enjoy two versions of the 60th Anniversary Jazz Bass® including a very special Road Worn® model.


Fender Anniversary models


On the heels of one of Fender’s most successful acoustic guitar launches to date, the American Acoustasonic® series continues to push the boundaries of product innovation with the launch of the Limited Edition American Acoustasonic® Stratocaster® guitar, plus there’s a new selection of acoustics in the California series.

California Traditional models


In 2020, Fender continues to expand and innovate its line-up of industry-leading amplifiers, with new additions to the first-of-its-kind Tone Master™ Series and a new selection of acoustic guitar amplifiers. Fender is extending its hugely popular Tone Master Series with the Tone Master Deluxe Reverb Blonde Amplifier ($1.799) and the Tone Master Twin Reverb Blonde Amplifier ($2,099) Available September. Both paired with all-new Celestion® G12 NEO Creamback speakers for a more distinctive rock ‘n’ roll flavor. Additionally, the Tone Master Deluxe Reverb has been modified to remove the virtual bright cap on the Vibrato channel, giving modern players greater tonal flexibility when using distortion and overdrive pedals. These amplifiers use massive digital processing power to achieve a single remarkable sonic feat: faithfully modeling the circuitry and power output of original tube amps. The result is tubeless tube tone, volume and dynamics virtually indistinguishable from the all-tube original.

Tonemaster Blonde


Since its 2018 inception, Fender Effects has become increasingly well-known for its innovative original pedals, expanding its range to cover even more areas of the pedalboard than ever before Fender introduces their newest offerings, including the Acoustic Preverb, Tread-Light™ Wah and Volume pedals, and the Trapper Bass Distortion. The enclosures are engineered for heavy-duty use, while the LED backlight readies players to take the stage and give their best performance in any environment.


Squier and beginner fans will not be disappointed this summer as the brand diversifies with its Squier Mini Series – the perfect companion for players seeking a smaller-sized guitar or bass with classic style and familiar Fender® tone.

Squier Mini


The 2020 Fender portfolio of accessories speaks not only to a player’s comfort level – but their personal style as well. Offerings include all-new mojo grip picks in a variety of designs and thicknesses and a wide variety of straps, including the Serape, Sonoran, Quickgrip, Legacy Monogram straps, as well as offerings in new Wild faux snakeskin and animal print patterns. Players can mod out their guitars with American Professional Stratocaster and Telecaster necks, American Ultra Noiseless Pickups and CuNiFe wide range bridge and neck pickups. Protect your gear from wear and tear with Strap Blocks and Tweed Pedalboard Cases in a variety of sizes, or travel into the great outdoors with our sturdy foam Busker dreadnought case. Accessories will be available for purchase in Q4 2020.


Fender continues to deliver trendy, comfortable styles across its apparel collections with the introduction of cool Hawaiian button-ups, summer-inspired tees and rocker-chic bandanas. Collections also include new men’s and women’s t-shirts, hats and jackets in a wide variety of styles, fits, and sizes up to 3X, trending colours and fan-favourite designs. Additional lifestyle products include a Fullerton Shop Jacket, Twin Palms-inspired water bottle and mug, new hats and more.

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