Fluid World heads into space with Virgin Galactic

Firm appointed to develop licensing programme in all global territories outside of North America.
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Fluid World has scored a major coup - being appointed as master agent to develop the Virgin Galactic licensing programme in all global territories outside of North America.

The firm will manage the licensing programme from its London office, while appointing sub agents to oversee activity in localised territories outside of the UK.

Virgin Galactic, the world's first commercial spaceline owned by Sir Richard Branson's Virgin Group and Abu Dhabi's Aabar Investments PJS, is in the final stages of its test flight programme, which should see the Virgin Galactic first full space flight by the end of 2013.

Commercial operations will begin soon thereafter, when Branson and his family take off on the inaugural flight.

The global media coverage generated by the first flight will provide a valuable platform for the Virgin Galactic brand. Subsequent media activity, including documentaries, reality competition shows, concert events, etc will all serve to keep the brand in the public eye.

The licensing programme is due to launch in autumn/winter 2014 and will cover all major categories.

For further information visit the Fluid World website by clicking this link.

"Fluid World is both excited and privileged to be a part of the Virgin Galactic Space programme," said Andrew Lane, Fluid World CEO. "We will drive a groundbreaking global brand extension programme that will not only see the first brand to truly take ownership of real 'space' at a consumer product level, but also inspire astronauts of the future.

"Virgin Galactic will complement Fluid World's existing brand portfolio, as well as bring a whole new offering at retail level."

Stephen Attenborough, commercial director at Virgin Galactic, added: "We selected Fluid World to develop the Virgin Galactic licensing programme based on the team's understanding of the Virgin Galactic brand and its ability to translate that into a licensed product range.

"Andrew Lane and his team have a proven track record of developing high quality products that add to the overall value of the brands they work with and were, therefore, a natural choice."

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Fluid World

Fluid turned out to be very appropriate name for the company formed earlier this year by Hasbro?s licensing director Andrew Lane and former Manchester United licensing chief Tom Howgate.

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