TOTAL LICENSING
several stand alone “University of
Cambridge” stores featuring top qual-
ity leather goods. We also have appar-
el licensees who are creating formal
menswear lines including very expen-
sive suits and jackets using beauti-
ful Italian cloth. Not something that
would work in Cambridge but a very
successful concept for us overseas.”
The worldwide licensing programme
is managed and coordinated by the
University’s London-based agent
Mycroft International. Managing Di-
rector, Chris Groves, is enthusiastic
about growth potential.
“We believe there is considerable
scope to expand and develop the
University of Cambridge programme
both in the UK and internationally.
Once you start digging into the ar-
chives and history of the University,
the material available is fantastic. We
are just about to launch a Soccer ball
packaged with a booklet highlighting
the University’s role in structuring the
“The more
wider market, for example giving an ee and retail partners in and around rules of the game introduced in 1863.
support and
unexpected twist to otherwise fairly Cambridge where the core products The more support and inspiration we
run-of-the-mill products such as dec- are principally geared to the substan- can give to our licensees the better
inspiration we
orated DIY and garden tools and fry- tial tourist trade. However, one of the and more varied the product offer. can give to
ing pans. It is now keen to expand into most successful nationwide licences is When you look at the alumni and
our
the female fashion sector with apparel, with Toybrokers who has created a achievements of the University there
licensees the
accessories and possibly cosmetics. range of science-based educational is huge potential to create licensed
The V&A has 40 licensees in the UK toys. product which has real synergy with
better...”
and Europe and a further 15 in Japan Internationally the University has over the University’s standing and is some-
and the USA (including Silver Seasons, 30 licensees with a particularly strong thing above and beyond the normal
Brunshwig & Fils. Galison and the NY presence in the US, China, Taiwan and gift category.
Graphic Society). In addition the An- Japan. The University has recently intro-
cestors V&A Inspired! Jewellery col- Gillian Luff – Head of Communication duced a hologram system which is
lection has been available this year for Services at the Office of External Af- being rolled out internationally –part
the first time on shopping channels in fairs and Communications - is respon- of its mission of being in control of its
the UK, Canada and Japan and in May sible for the licensing programme. name and trademarks.”
will be available on QVC USA. A new “Our key objective is to protect the
objective is to increase the territories integrity of the Univer-
in which products are produced and sity name and trademarks.
distributed. Another advancement Being in control of usage
sees the V&A working more closely is the prime motivator for
with retailers, with current exclusive us; we want to ensure that
arrangements with John Lewis in gifts product bearing our name
and Debenhams in menswear and is of a quality that reflects
gifts. the excellence of the Uni-
This year the University of Cambridge versity.
celebrates its 800th Anniversary with “It is interesting to see
a wide variety of events in Cambridge how the University’s im-
and around the world. The anniver- age is perceived outside
sary is generating a lot of interest in the UK and how this af-
items that can be purchased as mem- fects opportunities in
orabilia. licensed product. For in-
The University has a group of licens- stance, in China we have
127
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