Bushnell steps up licensing drive

Moda signs deal with BBC International for footwear for outdoor lifestyle brand.
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Bushnell Outdoor Products has licensed BBC International to develop a new line of footwear for the brand.

The new collection will be introduced in Q1 2011, distributed mainly in sporting goods, department stores, speciality sport and footwear chains.

"The Bushnell brand gives BBC International an established outdoor lifestyle brand that enthusiasts, whether they are hunters, hikers, campers or birders, will surely embrace," said Scott Todd, SVP of Moda Licenisng, which negotiated the deal.

Bob Campbell, founder and chairman of BBC International, added: "We strongly believe that the Bushnell line of footwear for the whole family will drive consumer traffic and generate incremental sales."

Phil Gyori, EVP of marketing at Bushnell, continued: "BBC has a keen understanding and a shared passion for the Bushnell brand and its targeted lifestyles. We know the product collections they develop will resonate with the consumer and will be a great extension of the brand."

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