Imperial War Museums signs new partnerships for toys and games

IWM has signed new deals with Smart Fox, Junction 18 and Shruti Designs for toys, games and gifts.
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Imperial War Museums (IWM) has signed new partnerships to develop new products across toys, games and male gifting categories.

IWM has announced a partnership with Smart Fox, a Koch Media company, which will see a new range of children’s construction sets added to IWM’s toys and games portfolio.

The range will feature the iconic Second World War ship HMS Belfast that led the fleet into D-Day, as well as the Lancaster Bomber, Sherman Tank, Willys MB Jeep and the Hawker Hurricane, all of which can be seen at IWM Duxford, the European centre of aviation history.

The sets will offer younger age groups a fun introduction to history and will be exhibited at Spring Fair in February.

IMW also plans to tap into the arts and crafts trend with a range of craft tins, designed to evoke the Make-do-and-Mend campaign of the second world war. The crafting sets will take inspiration from IWM’s imagery, posters, designs and popular characters like Mrs Sew-and-Sew.

IWM has also confirmed a new signing with Junction 18 and Shruti Designs, a supplier of gifts, fashion accessories and home décor. The male gifting range features the exclusive Spitfire Collection with patterns by Hemingway Design.

Products include a wash bag, messenger bag, coasters, glasses case, hip flask, glass tray, mug and paper weights. The range will be formally launched at the Junction 18/Shruti Open Showroom Event from March 5th to 17th and can then be pre-ordered for September delivery.


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