TOTAL LICENSING
NEW LICENSING AGREEMENTS FOR
THE BBC’S TOP GEAR
BBC Worldwide recently announced two new licensing agreements for
Top Gear. Wesco are to produce a range of Top Gear wall and alarm clocks,
watches, gift sets, children’s watches, computer accessories and a torch.
Trademark Products Ltd were awarded a clothing license for a range using
the Top Gear logo.
The deal comes as BBC Worldwide steps up its focus across its adult brands
portfolio under the guidance of new Commercial Director, Gavin Miller. Miller
is tasked with identifying and developing licensing strategies to build adult
brands such as Top Gear, Strictly Come Dancing, Planet Earth and Doctor Who,
by extending them into new licensing channels including merchandising.
Miller said, “BBC Worldwide is committed to building and sustaining profitable
brands across our adult-focussed
BBC portfolio. The Top Gear brand
lends itself to creative and innovative
merchandise products which we’re
able to exploit with forward-thinking
licensees on board. Wesco’s range for
Doctor Who has been a huge success
so I’m confident the Top Gear lines
will make just as much impact. I’m also
delighted that Trademark are joining
our list of partners, launching Top Gear
into a fashion-led clothing brand.”
Wesco’s range, with first product
due to launch in Summer 2009, is to
include a Stig projection alarm clock,
wall clock, Stig mouse and mouse
mat, aluminium torch, pen, Stig USB
memory stick, amphibious vehicle mouse and mouse mat set, and Stig watch.
Wesco MD, Rob Hughes, says “Wesco is delighted to continue its 20-year
relationship with BBC Worldwide. The signing of Top Gear has given us access
to one of the most popular TV shows of its generation. The show’s broad age
and gender appeal, together with its love of gadgetry, makes it ideally suited
to Wesco’s creative style”.
Trademark Products Ltd have agreed to a two- year deal to extend the range
into the wider high street market with trend driven T-shirts, sweaters and
hoodies to launch early Summer 2009. The range will use new Top Gear
artwork direction which includes new-look packaging.
Further new deals for the Top Gear brand were signed with Half Moon Bay
to develop a design-led gift range featuring the new Top Gear art direction,
and with Star Cut-Outs who were appointed to develop life-size Top Gear
cardboard cut-outs and wall stick-ups. Both licensees will launch their product
in Autumn this year.
OLIVE OYL ON MANGO T-SHIRTS
Barcelona-based retailer Mango and
their brand MNG have teamed with
King Features Syndicate to launch a
collection of T-shirts featuring Olive
Oyl.
The limited-edition, five-piece col-
lection arrived instore in February.
Mango currently has more than 1000
stores in 92 countries and is the sec-
ond-largest company in Spain export-
ing women’s clothes. The new line will retail between $18 and $24 USD.
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