The University of Oxford held a special event last week to show how it is continuing to build its licensing programme.

Held at one of Oxford’s oldest and most historic colleges, Exeter, delegates were treated to two days of the company’s plans for the brand, while a new style guide was also shown off.

Oxford Limited has been working with European agent IMG to develop its brand licensing activities. New partners, including Henry Cottons for apparel, Action Tosi for footwear and Terrida for leather luggage, are developing a number of products for launch in high-end retailers across Europe this year.

Further afield, a major apparel deal is getting ready to launch in Korea with Bean Pole, owned by Samsung Cheil. The firm’s North American agent, Stone America, has already signed deals for apparel (Chaser), high spec personal computers (F Ross) and educational games (Discovery Bay). It is in a number of other discussions including DTR apparel deals, fragrances and home interiors.

The new style guide showed the directions available for licensees; there are two styles of packaging, classic cream and navy, plus contemporary college stripes.

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There are three pillars to the Oxford University licensing programme - apparel and accessories, home and interiors and educational toys and games.