Bulldog eyes new licensing adventure with ROUTE 66

Bulldog Licensing has added the iconic lifestyle brand ROUTE 66 to its ever-expanding property portfolio.

The ROUTE 66 IP is relatively new to the UK market, but arrives backed by a host of resources including 125 high res photos and 367 original artworks.

The brand has been picked out by Bulldog for its ‘massive potential in the licensing space.’ In Germany, where a licensing programme is already up and running, ROUTE 66 is a €30 million retail property.

It also has a large following among the Italian fashion scene.

Bulldog Licensing is currently in discussion with a host of potential partners across various categories.

‘We are really excited to be working on this Authentic American Lifestyle brand,” said Bulldog retail licensing manager, Lindsey Chester.

“ROUTE 66 is instantly recognisable, so there’s ready-made brand awareness and the brand has timeless appeal. We will be looking to extend this versatile property over a wide range of categories and the potential is vast.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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