TOTAL LICENSING
than rugby - a place of entertainment,
shopping, corporate hospitality, leisure
facilities and first rate accommoda-
tion. In turn, Twickenham is now re-
garded as a powerful 365-day-a-year
destination brand.
CPLG’s best-in-class licensing pro-
gramme for the Rugby Football Union
(RFU), which has been built around
the England Rugby brand, encom-
passes the various aspects of the RFU
brands, including the World Rugby
manufacturing company which has in a fun and interesting way.
Museum, which features one of the
been specialising in the museum and Customworks is also currently mak-
largest collection of rugby memora-
heritage market since 1998. ing the final touches to its new range
bilia in the world.
One of Customworks’ licences in- of products, which are based on the
CPLG is in the process of renewing
cludes some of the world’s most fa- licensed imagery from the ever-grue-
several deals with the RFU across
mous art imagery by artist, Salvador some Horrible Histories books.
souvenirs, publishing, cards and calen-
Dali. Surreal images such as Girl at the The Natural History Museum is one
dars; and company
Window, Persistence of Memory and of London’s main visitor attractions,
has announced that
Galatea of Spheres are just a few from currently enjoyed by 4 million visitors
it has renewed the
a range that are available across prod- each year and around 10 million visi-
RFU’s deal with
ucts including fridge magnets, magnetic tors online. The Museum is also a sci-
M&S across a broad
bookmarks, sketchpads, jigsaw puzzles, ence research centre, employing 300
range of apparel
button badges and pocket mirrors. scientists and working with over 60
including the men’s
The characters of Beatrix Potter have countries to help conserve the natu-
formalwear range
been the subjects of a top-selling ral world. Licensing is a key part of
and kids’ casual
range of fridge magnets for a num- the strategy to promote and support
clothing.
ber of years. Customworks has an- the Museum’s work. Licensees gain
CPLG is also work-
nounced that the range has been ex- benefits from the association with
ing with Wembley
tended across many other products, scientists who verify the product to
to develop a range of products that
from sketchpads and notebooks to ensure accuracy. Licensed product
reflect the history, heritage and ex-
magnetic bookmarks and rulers. is sold throughout the world taking
citement of Wembley Stadium from
Customworks has a brand new licence the Museum’s name to a global audi-
posters and books to DVDs and
agreement with the Science Museum ence and generating revenue to fund
souvenirs. CPLG Sport sees Wem-
with new products available now. The its work. Wow!Stuff has expanded its
bley fitting into the retail landscape
company is producing magnet sets of range to 20 products and were visible
alongside other iconic British brands.
19th and 20th Century Inventions, and in the main high street stores over
Customworks is
a number of products based on the Christmas period. New licensee
a Scottish
the Periodic Table and its Brainstorm has developed a range of
based
elements. The range in- educational science toys and the Cre-
cludes a magnet set ative Cake Company has renewed its
to help students license with a new Giganotosaurus
learn about the cake. The Museum’s licensing pro-
periodic table gramme is now expanding into home
décor and apparel combining its huge
collection of natural history images
and powerful brand.
The Royal Horticultural Society En-
terprises (RHSE) operates a mature li-
censing programme, going for over 15
years. The mainstay of the programme
is the collection of botanical art in the
RHS Lindley Library. The Library holds
in excess of 23,000 original works of
art and countless others in bound vol-
umes. RHSE Licensing seeks licensees
that appreciate the artwork, but also
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