Royal Opera House ramps up licensing programme

By Katie Roberts

March 3rd 2010 at 9:58AM
Royal Opera House ramps up licensing programme

Organisation adds four new licensees under The Royal Ballet brand.

The Art File has secured the key stationery and greetings card licence and premiered its new Little Dancer collection at Spring Fair.

Jakks Pacific has signed a global licence to develop and market a line of dress-up and role-play clothing inspired by The Royal Ballet with rights to sell the range into 60 countries.

Apparel company, Joules has inked a deal for a range of casual children's clothing under The Royal Ballet brand and Ancestors of Dover will be developing ballet related costume and fine jewellery.

The new partnerships add to the organisations existing licensing programme, which includes Freddy as official dance wear licensee and Oberon books.

The new licensees are the first to be signed since Royal Opera House Enterprises, the commercial trading division of the Royal Opera House, was established in September 2009 to consolidate the merchandising and licensing businesses.

Stephen Michael, MD of Royal Opera House Enterprises said: "We are delighted to be launching these partnerships at the beginning of what is an incredibly exciting programme of brand expansion."

Ged Mace, MD of The Art File added: "We were keen to secure The Royal Ballet licence and are now looking forward to developing several ranges of cards and stationery. It is a great brand and will have appeal across many sectors."

Martine Joule of Joules Clothing commented: "We are thrilled to be working with The Royal Ballet. It's a great British institution that is built on strong values.

"The brand fits so well with Joules and our design team are working hard to create a collection that represents us both and is sure to delight all who wear it."