After parting company with 4Kids earlier this month, the Royal Air Force has appointed IMG as its new worldwide licensing agent.
The RAF and IMG will now work together to build on the existing licensing partnerships secured, as well as looking at new opportunities.
Most recently, the RAF launched several action figures, a fast jet and role play kits as part of the HM Armed Forces toy line from Character Options. The range received good coverage in the media, including in The Guardian, Daily Mail, The Times and on GMTV and Sky News.
"We are delighted and honoured to represent the RAF and its portfolio of brands," commented Simon Gresswell, VP of licensing at IMG. "We have already identified a number of distinct opportunities in specific product categories, which will celebrate the brand's attributes and be built on consumer touch points, from its proud history to its modern day, hi-tech profile."
Sqn Ldr Stuart Balfour (pictured with Gresswell and IMG's Olivia Smales), added: "We are extremely pleased to be entering into a partnership with IMG in order to further develop the Royal Air Force brand, a brand that already holds iconic status in its territories.
"Indeed, we see IMG as the ideal company to enable us to significantly increase both the reach of our brand and the understanding of the ethos and values of the Royal Air Force."