Existing book publishing deal extended to include brand licensing.
Metrostar has been appointed brand licensing agency for The Scout Association.
The firm has been representing the Scouts in book publishing for two years, and has brokered a range of deals including children's non fiction, a cookery title and adult non fiction.
The new three-year deal begins with the development of the Scouts' heritage assets. A style guide using vintage Scouting annual covers and images from the 1940s is being developed by Minnow Creative.
Metrostar will be presenting the guide to licensees and retailers involved in male gifting, stationery, gadgets, games, accessories and apparel.
"It is estimated that one in four British men has been involved in Scouting in some capacity during his life - which brings an enormous market to licensees which invest in the Scouts brand," said Metrostar's Claire Potter. "The new style guide is very striking, evocative and nostalgic and we're very excited about introducing it - and The Scout Association - to retailers and licensees."
Chris James from The Scout Association added: "We're delighted to be working with Metrostar to raise our brand profile and generate new interest in Scouting. Today, Scouting provides activities and opportunities for 400,000 girls and boys across the UK and through our licensing programme we hope to inspire more volunteers to get involved."