Royal Navy push ramping up

Samantha Loveday

By Samantha Loveday

February 25th 2009 at 9:10AM
Royal Navy push ramping up

First wave of products now in the marketplace, with more to come throughout 2009 and 2010.

IMG has promised it will be an exciting year ahead for the Royal Navy brand - with the first wave of products now available and a raft of new releases to come throughout the rest of 2009.

The licensing programme is anchored around three key areas: prestige, performance and special interest.

In the prestige sector, exclusive handmade fountain pens are in development with Krone, while a range of traditional watches - inspired by historic items such as the Ship's Telegraph artefact provided by the Royal Naval Museum - are now on sale by SK.

SK is also developing performance waterproof sports watches, while a luxury line of outerwear and footwear is also being created.

Moving into the special interest and family area, the brand has struck a number of partnerships with key publishers including Haynes, DK and Penguin.

Last year saw the launch of Battle At Sea with DK, while this year welcomes the Survival Handbook in Association with the Royal Marines (pictured) at the Outdoor Show in March, followed by Haynes' 100 Years of Naval Aviation and Rescue 194, plus the Royal Marines Fitness Manual, due to be published by Haynes in December 2009.

Action figures and vehicles are rolling out in May from Character Options, while Hornby has also created a range of authentic products for a variety of age groups, including the HMS Illustrious and HMS Hood under the Airfix brand.

"Given the depth and breadth of the Royal Navy brand, there remains oceans of opportunity, particularly in kids' apparel, with the development of a new inspirational source guide for licensees, and adult casual apparel, drawing on the vast array of insignia, phraseology and symbolism," said Olivia Smales, licensing manager at IMG.

"It's an exciting year ahead for the Royal Navy licensing programme and we welcome other relevant partners who'd like to come on board."