TOTAL LICENSING
Oxf rd
Endless possibility amid the dreaming spires...
Oxford Limited
Oxford Limited, a dedicated company
is on the way to
whose purpose is for licensing, was
established in 1990, and originally op-
achieving a rare
erated out of the official University of
first – Oxford shop, selling traditional colle-
celebrating the
giate t-shirts and merchandise. While
traditions of the
this was successful, the university and
University of
company realised that the potential to
expand Oxford as a brand was almost
Oxford while
limitless.
making the With agents already operating in the
brand
UK, Korea, Japan, USA and other
accessible to a
countries, there is an endless possibil-
wide market
ity of products that can be produced.
Oxford Limited stresses, however,
that the quality of these products, be
they drinking glasses, bedding or cuf-
flinks, must be high enough to protect
a name that has existed for 800 years
and is lodged firmly in the history of
Everyone has a vision of the University that at five minutes past nine every
education and England as a whole. The
of Oxford – the dreaming spires spik- single day, the bell at Christ Church
products cannot be tacky, or short-
ing up into a hazy sky with gothic im- will ring 101 times, on a clock that is
lived – they must reflect the genuine,
portance, history dripping from every deliberately set five minutes late – to
modern intellectual educational excel-
street corner, students whizzing by the distress of Alice in Wonderland’s
lence of the university with centuries
balancing books in the basket of white rabbit, whose inspiration came
of heritage and achievement.
rickety bicycles, centuries of from this peculiar habit? The Univer-
The objec-
ground-breaking discover- sity is packed to its intricately carved
tives of the
ies compacted into a few vaulted ceilings with history, archives,
program from
square miles, Inspector and legions of famous alumni. The
Oxford Lim-
Morse’s untimely de- Bodleian Library, for example, just in
ited are to
mise on the quad of its underground tunnels houses over
articulate and
Exeter College. a million books.
demonstrate
And it is without a Oxford Limited is achieving a rare
distinctive-
doubt a wonderful first; while embracing this rich and di-
ness through
place – almost a cos- verse history, it is slowly changing the
licensed prod-
mos in its own right. perception that people have of a more
uct, and by
Where else would you ‘stiff-upper-lip’, elitist university, turn-
building a con-
find a place filled with such di- ing it into a brand that, while retaining
sumer brand,
verse and stunning architecture, or ec- and indeed celebrating its traditional
slowly chang-
centricities such as All Souls’ College, and century-spanning roots, is acces-
ing people’s
which has no students, and the fact sible to more and more people.
perspectives;
128
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