4kids and RAF to part company

Four-year agency relationship comes to an end following competitive tender process.
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4Kids Entertainment and the Royal Air Force have ended their agency relationship.

4Kids was awarded the licensing agency contract by the Ministry of Defence in October 2004 to help raise the profile of the Royal Air Force as a consumer brand.

The agreement was thought to be the first partnership of its kind with the MOD.

4Kids went on to create a comprehensive licensing programme throughout the UK with partners across the publishing, back to school, apparel, collectables and toy categories.

The programme has also expanded into mainland Europe where it is positioned as a fashion lifestyle brand.

"The Royal Air Force is very pleased to have benefited from the advice and expertise of 4Kids in breaking new ground in the licensing arena," said Squadron Leader Stuart Balfour, head of licensing and marketing for the RAF. "Over the past four and a half years, we have seen the Royal Air Force brand develop both its reach and profile significantly, achievements which would not have been possible without the hard work of 4Kids.

"Now that our partnership has come to a natural end, we wish 4Kids every success with its extensive portfolio of other premier brands."

Sandra Vauthier-Cellier, MD of 4Kids, added: "It has been a privilege to work so closely with the Royal Air Force over the last four and a half years, and 4Kids is proud of the successful licensing programme we have developed around the brand.

"We will be working with the Ministry of Defence to ensure a smooth transition of strategies across the various markets in which the brand has been established, and wish the team continued success in the future."


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