TOTAL LICENSING
and children.
On the apparel side, Marks & Spen-
cer continued their successful license
with their third annual range of Christ-
mas gifts which included a number of
new categories such as car bath toys
which were launched as part of the
in pole position
M&S men’s gifting range.
Stationery and games have also been
With a view to the more adult market Gran Turismo, the world’s leading rac-
popular categories. The 2008 Top Gear
than is generally associated with BBC ing game franchise. The deal will see
calendar by Danilo was one of the
Worldwide, the company is continu- the Top Gear test track included in
best-selling motoring calendars and
ing to enjoy significant success with GT5 alongside some of the world’s
the Top Gear Top Trumps has been
its licensing programme for Top Gear most renowned racing circuits in the
highly successful with more ranges
– the BAFTA and International Emmy- world. 2007 also saw the release of
currently in discussion.
Award winning series. the top Top Gear CDs, both of which
For 2009, a range of children’s
The original Top Gear began airing in achieved Gold and, for younger fans,
lunchware and stationery will be
1977 as a conventional motoring mag- the Top Gear toy and gift range was
launched through DNC together with
azine show. It was relaunched in 2002 Marks and Spencer’s best-selling brand
a new range of Easter Eggs and Paul’s
as a broader series with a unique hu- licensed range
Model Art Die Cast models which are
morous style – largely thanks to its for Christmas
based on the power laps
presenters Jeremy Clarkson, Richard 2007. In fact the
and will be at retail
Hammond, James May and The Stig Top Gear Car
in time for Father’s
– an anonymous test driver. Football was the
Day.
Since the relaunch, the show has gone single best-sell-
After announcing
from strength to strength and is now ing item within
Wow! Stuff as the
broadcast to nearly 400 million view- the range. Over
master toy licensee
ers in over one hundred countries land above
for Top Gear re-
around the world. these, the Top
cently, product con-
Whilst first-run episodes are broad- Gear DVDi
cepts are now under-
cast in the UK on BBC Two, Top Gear reached the number
way and Wow! Stuff will exhibit their
is also aired on BBC America and one position in the DVDi charts.
new giftware range at the 2009 Spring
Dave together with other television As a result of the continued success
Fair. The Wow! Stuff stand is to host
channels worldwide. This has led to of both the television series and the
a branded Top Gear area showcasing
the creation of a number of interna- magazine, BBC Worldwide are ex-
new products such as remote control
tional versions with local production tending the reach of this ‘super brand’
vehicles, novelty gifts and desktop
teams and presenters for Australia through a number of new product
toys, all of which will launch at retail
and for the United States. launches aimed at adults, together
in Autumn.
In the UK, the Top with boys and families.
These latest deal cements BBC
Gear magazine With eleven licenses currently signed
Worldwide’s move towards licens-
is the UK’s big- and other deals in the works, the BBC
ing adult brands. Neil Ross Russell,
gest-selling mo- believe that the key to further growth
Managing Director for Children’s and
toring magazine for the programme is to ensure that
Licensing, said, “We’re excited about
and is currently the licensed product reflects the ir-
this new deal not least because of
the third high- reverent humour and content of the
the fantastic job we know Wow! Stuff
est selling maga- show, as well as the cult appeal of The
is going to do but also because we
zine in the men’s Stig.
know the interest from retailers and
lifestyle market. Recent product launches include the
other licensees is already phenomenal.
In fact there are Ultimate Car Challenge Board Game
We recently announced a number of
now twenty-four from Imagination. This launched for
changes to our business which reflect
licensed editions the Autumn/Winter 08 season at the
the importance of brands like Top
of the Top Gear same time as Kinnerton launched a
Gear, Planet Earth, Doctor Who and
magazine. Chocolate Advent Calendar and a
other great BBC Worldwide non-chil-
On the product 2009 calendar.
dren’s brands. This deal is a real testa-
side, in 2007 Top Additional licenses include a Top Gear
ment to our commitment to licens-
Gear announced Power Laps Scalextric from Hornby
ing adult brands as well as the great
a VoD and Gam- Hobbies set which creates a track ex-
children’s properties for which we are
ing deal with Sony perience designed to appear to adults
better known.”
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