Royal Navy on course

Licensing programme set to gather pace as IMG seeks partners in new areas.
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With a growing programme of licensees developing products due for launch from this autumn, the Royal Navy’s licensing programme looks like it is going from strength to strength.

IMG has developed a strategy of creating ‘relevant and respectful’ products targeting distinctive adult, family and kids markets. A number of long-term licensees are now on board in categories such as publishing, fashion apparel, modelling kits, watches and eyewear.

Discussions are also underway for kids’ apparel and loungewear.

“The programme is very much on course, with interest in this unique set of brands evolving as we believed it would,” explained Simon Gresswell, VP of licensing at IMG. “Licensees benefit from regular access to the Royal Navy’s greatest assets – its people and its equipment – and are impressed by its creative media and marketing support.”

The company is now seeking licensees in the toys and games categories, with specific concepts already in discussion for land and water-based R/C, plus strategic board and card games.

An ongoing calendar of marketing support, obs-doc TV programmes and event/anniversary-based sales opportunities are key drivers for licensees. Campaigns such as the ‘Life Without Limits’ TV ads and the Royal Marines ‘It’s a State of Mind’ poster/beer mat campaign, have both made splashes on TV and lifestyle press. The Fleet Air Arm Centenary (Fly Navy 100) is also in mid-2009.

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The Royal Navy

The Royal Navy may not immediately spring to mind as a typical licensed property. For a start, it?s owned by the Ministry of Defence and it has a serious function, unlike the many children?s/adult entertainment brands which exist solely, well, to entertain.

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