Robot Wars storms into gifting following new Demand Media partnership

Licensing Link Europe brokered the deal with the giftware specialist and the hit TV series Robot Wars.
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Popular TV series Robot Wars is making its way to the gifting aisle courtesy of a new licensing deal for Demand Media.

Brokered by the brand extension agency Licensing Link Europe, the Demand Media Robot Wars range will be led by stainless steel model construction sets of the show’s house robots.

The gifting selection also includes a first aid kit in a tin, plasters tin and workshop enamel mugs, all illustrated with colourful graphics of Matilda, Sir Kill-a-Lot, Dead Metal and Shunt.

The range was first launched in February at Spring Fair where it received a positive response from retailers. It will launch at retail in September 2018 when it will be available at gift shops, garden centres and high street retailers.

Jason Fenwick, managing director of Demand Media, said: “The popularity of both the show and its house robots has made Robot Wars an ideal property for categories that reflect both its learning-related aspect and its sense of fun.

“We are delighted with the response to our range and are looking forward to a strong performance at retail.”

Chris Taday, director of Licensing Link Europe, added: “The continuing success of Robot Wars has inspired some marvellous licensed product. The Demand Media range, combining useful gifts and fantastic construction sets, all inspired by the show’s wildly popular house robots, is yet another winner.”

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