All you need is Love

Beatles licensing to step-up in ?08 with addition of Love brand.
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50 years after they first formed, The Beatles phenomenon shows no signs of slowing up, with a licensing programme going from strength-to-strength and a new range of merchandise based on the Love stage show planned for ’08.

The Beatles licensing activity is carefully handled by Caroline Mickler Ltd on behalf of Apple, the company controlled by The Beatles and their families. It is design-led and constructed to appeal to existing fans and a new audience, as each generation fails to find anything with quite the same iconic status and turns to the Fab Four as the apogee of pop culture cool.

Their enduring appeal was confirmed yet again last year with the launch of Love, a sold-out Cirque du Soleil show in Las Vegas featuring original Beatles songs remixed by George Martin.

Caroline Mickler’s eponymous boss told Licensing.biz: “There’s a significant level of interest in utilizing the artwork on a separate range of merchandise which we plan to license next year to coincide with Apple’s 40th anniversary.

“Beyond that, it’s business as usual. We have targeted companies who had the design capabilities and distribution that we felt The Beatles deserved. It has been an incredible success and that is testament to the enormity of the brand and to the sensitivity and care which we, Apple and the licensees have given it.”

So far there are 25 licensees on board, including well known brands such as Ben Sherman, Lee Cooper and Halcyon Days.

To read the full brand profile on The Beatles, click here.

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