New Best of British partners secured for Wallace and Gromit

Aardman unveils fresh style guide to coincide with next year's Diamond Jubilee and Olympics.
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Aardman Rights has notched up a raft of new licensing deals for its Wallace and Gromit property, as it looks to launch its Best of British style guide.

The firm is emphasising the Best of British qualities of the classic brand, coinciding with 2012's Diamond Jubilee and the London Olympics.

The new style guide includes a contemporary take on nostalgic themes, with a fresh colour palette and iconic British imagery.

Several new and existing licensees have come on board for bespoke Best of British product - Danilo for calendars, ECP for homewares, Swan for a W&G: Best of British toaster, toasted sandwich makers and kettle, plus Huntley & Palmer for biscuits and confectionary.

Rainbow Designs is also developing a giftware range including plush, mugs, slippers and keyrings.

"There's always been a real sense of British pride with Wallace and Gromit, and with two such significant British events occurring next year, the Queen's Diamond Jubilee and the London Olympics, it was an obvious step for us to create a tailored style guide to maximise on such a unique opportunity," said Rob Goodchild, UK licensing manager at Aardman.

"The response has been brilliant and we're pleased to have already inspired so many new great lines from partners."

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