Agency to handle select categories in the growing Top Gear licensing programme.
BBC Worldwide has appointed growing agency Fluid World to look after certain categories in the Top Gear licensing programme.
The firm will be looking at new areas for merchandise including luggage and travel accessories, car accessories and electronics. All other categories will continue to be managed in-house at BBC Worldwide, with Fluid World reporting directly to head of UK licensing, Richard Hollis.
"Top Gear has been our fastest growing merchandising property in many categories, most notably in gift, but the brand licensing potential for this brand - we believe - is bigger still," Hollis commented. "We have brought Fluid World on board to focus on a select number of categories, to deliver high quality merchandise that reflects the production values of the show."
Andrew Lane, CEO of Fluid World, added: "We are very proud to be working with BBC Worldwide on such a prestigious property. They have successfully developed Top Gear into a lifestyle brand and we look forward to contributing to its further growth and success."