Imperial War Museums calls back to WWII rationing for  unique ‘A Stitch in Time’ stationery collection

Imperial War Museums (IWM) has revealed a new partnership with The Gifted Stationery Company to introduce a unique stationery line inspired by clothes rationing during the Second World War.

Called ‘A Stitch in Time’, the range launched to retail in August this year and is making its BLE debut next week.

‘A Stitch in Time’ by The Gifted Stationery Company features contemporary prints commissioned by IWM. The prints were inspired by the government backed ‘Make do and Mend’ scheme, which was introduced to encourage civilians to revive and repair worn-out clothes. 

Despite the restrictions, many people demonstrated great creativity and adaptability in dealing with rationing and individual style flourished.

Wartime memorabilia from IWM’s archive, such as ration coupons and pattern cutters have been translated into colourful and contemporary designs, all of which give an authentically vintage feel to the new stationery range.

The new partnership has also seen the release of six exciting calendars using imagery from IWM’s diverse collections. Titles for 2019 include ‘Churchill’s Quotes’, ‘Grow Your Own’, ‘Warbirds’, ‘Eric Ravilious’, ‘World War Posters’ and ‘Spitfires’.

Madeleine James, Publishing and Brand Licensing Manager at IWM, said: "We’re extremely proud of our partnership with The Gifted Stationery Company. It perfectly demonstrates how IWM’s archival material can be updated to produce a vintage stationery collection that’s perfectly positioned for modern consumers. 

"The new stationery line is the beginning of what we hope to be an exciting area of growth for our licensing programme."

IWM licensees have access to the museum’s rich collections, which include posters and graphic arts, film, letters, diaries, photographs, paintings and sculpture. 

With over two million visitors to IWM’s five branches every year, IWM is also in an ideal position to support its licensees by reaching target consumers through its own communication channels which boast 4.5 million web visitors, 60,000 loyal e-News subscribers, over 50,000 followers on social media channels and a growing list of people interested in Second World War activity.

This year IWM will present its diverse licensing programme inspired by the museum’s rich archives at Brand Licensing Europe.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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