Licensing and retail innovation agency Hot Pickle has scooped seven licensees for Wall’s Ice Cream.
Acting on behalf of the Unilever brand, Hot Pickle has signed the following partners: Global Licensing for apparel, Half Moon Bay for gifting, Navigate for picnicware, Warpaint Cosmetics for novelty toiletries, Aspire Brands for lip-care, Benross for small domestic appliances and Chelford for key-rings.
“Wall’s is the world’s largest ice cream brand with a heritage that stretches back almost 100 years,” said Robert Burstein, Senior Licensing Manager at Hot Pickle.
“We are lucky to have a wonderful archive to tap into and the reception to the brand, both from licensees and retailers, has been fantastic.”
Julie McCleave, Head of Licensing at Unilever UK, added: “We are delighted with how well the Wall’s licensing programme has been received at retail. Hot Pickle has been working closely with the Wall’s team to source historic imagery from our extensive archive to help develop a unique style guide.
"It is great to see this now come to life with fantastic looking product celebrating the heritage of this much loved brand."
Global Licensing Wall’s vintage range of T-shirts (pictured) was first launched at the end of June 2012 through Truffle Shuffle for £20 per T-shirt. You can find the most recent tee in New Look.
Navigate launched its unique outdoor living range in spring 2013 at John Lewis and Fenwicks, while Half Moon Bay also launched its Wall’s collection in spring.
Aspire Brands is set to launch a range of eight lip-balms, using classic Wall’s favourites such as Twister, Feast, Funny Feet, Starship and Split. The product will be available to buy in May 2013.
Warpaint will launch its range of novelty toiletries in spring/summer 2014.
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