Imperial War Museums has revealed a host of new licensees and products at Brand Licensing Europe 2012.
These new deals will see the IWM brand extend into new categories, helping to raise more money for the ongoing work of IWM and its mission to ensure future generations understand the causes and consequences of war.
Premium clothing label Realm and Empire has been signed up as IWM's first apparel partner. This men's clothing line will launch in spring/summer 2013 and has had 'an incredibly positive response from retailers'. It's already been snapped up by fashion independent retailers across the UK.
Licensee SLG has produced vintage themed toiletries and grooming sets for men exclusively for Marks & Spencer, and the debut collection is launching this month in time for Christmas.
Then there's heritage ceramics firm Denby, which has worked with IWM on a range of homewares, from mugs to coasters, trays and tablemats. Showcased at Autumn Fair last month, the range is attracting interest from major High Street retailers, says IWM.
In the gift category, Globee specialises in producing souvenir globes that are an artistic representation of places and memories. Its exclusive partnership with IWM will see the launch of First World War and Second World War Globees illustrating key events, figures and conflicts.
This range ill retail in February 2013 with prices ranging from £14.95 to £39.95.
Finally, J. Salmon is launching a Wartime Posters Calendar for 2013 featuring classic IWM artwork and Pyramid has also designed a range of posters and high-end wall art based on IWM’s iconic wartime recruitment posters.
Barry Smith, Assistant Director of Commercial at IWM, said: "We’re extremely excited to be announcing these new partnerships here at Brand Licensing Europe, as we first met many of these new licensees at last year’s show.
"We’ve been deeply impressed by the fresh and creative ways in which our licensees have translated IWM's archive material into truly compelling products that appeal to a wide range of consumers."
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