The iconic Kodak brand has snapped up Rocket Licensing as its licensing agency for the UK and Eire as well as Europe, as the firm begins to build a consumer products programme across the regions.

In its role – marking a new step for Rocket, an expert in character, entertainment, and publishing licensing – who will focus the campaign on a range of categories including apparel, accessories, stationery (including arts and crafts), publishing, games and puzzles, and collaborations.

The team will target a primarily adult and millennial audience and is looking to place product principally in fashion and mid-tier retail.

Kodak is a 130 year-old company, which is known worldwide by its instantly recognisable red and yellow logo, which has evolved over the years. The company offers an extensive library of classic and modern logos, branding and advertising, which is ideal for developing into exciting, impactful and desirable licensed collections.

To date, Kodak has created far reaching collaborations with A list celebrities, Lulu Guinness and Cara Delavigne, leading designer, Lama Jouni, and key retailer, Forever 21, among others. Rocket will be building on these solid foundations with best in class partners to create on-trend, appealing consumer products and campaigns.

Rob Wijeratna, joint MD, Rocket Licensing, said: “We’re really looking forward to the opportunity to build the Kodak brand in the UK and extend it throughout Europe. Kodak is an iconic brand, known worldwide and offers a wealth of fantastic creative assets to build exciting new collections.”

Clara Fort, Kodak VP global brand licensing, added: “Collaborating with an award-winning partner like Rocket Licensing is an important opportunity for Kodak. The combined strengths of the iconic Kodak brand and Rocket’s creativity and experience will help us bring exciting products and collections to consumers across the UK and Europe.”