Airfix extends Imperial War Museum relationship - Licensing.biz

Airfix extends Imperial War Museum relationship

As centenary of WW1 outbreak approaches, Airfix is to produce dioramas and military vehicles.
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The Imperial War Museum is continuing with its planning to mark the centenary of the outbreak of the First World War - with Airfix aiming to develop a range of dioramas and military vehicles.

Already a licensee, Airfix was keen to secure the museum as a key licence as part of its strategy to commemorate significant anniversaries.

"The museum offers us expert advice and unrivalled access to their collections, ensuring that our products are accurate," said Darrell Burge, head of marketing at Airfix. "As a first step in our strategy, in 2011 we will be launching our Victoria Cross Icons collection, telling just a few of the incredible stories of bravery featured in the new Ashcroft Gallery."

The Lord Ashcroft Gallery will open on November 12th at the museum. It will house the Extraordinary Heroes exhibition of Ashcroft's collection of Victoria Crosses, the largest in the world.

Elizabeth Bowers, head of publishing and licensing for the Imperial War Museum, commented: "2014 is a major anniversary for the Imperial War Museum and we are delighted that Airfix have seized the opportunity to work with us. We will be revealing more details and licences throughout the year in the lead up to Brand Licensing Europe in 2011."

The museum is embarking on a major project to renew its permanent First World War galleries in time for 2014.

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