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Royal Horticultural Society makes triumphant BLE return with new children’s market strategy

Following a five year hiatus, the Royal Horticultural Society made a triumphant return to BLE this year, where it showcased its new children’s style guide as part of its plans to take on the children’s market this year and beyond.

It’s reportedly that RHS’ new strategy piqued the interest of many attending the show at London’s ExCeL this year, having already secured a major publishing deal with Scholastic for a range of children’s titles for kids’ aged four and upwards.

The book series, which launches in spring 2020, will be available in bookshops and supermarkets as well as in garden centres and online.

Visitors to stand B366 were able to see the multiple design assets that have made the RHS one of the most resource-rich partners in heritage licensing – and that have now inspired new artwork underpinning a new RHS licensing style guide for children’s products.

Inspired by items in the RHS Lindley Collections, the world’s finest collection of botanical art, the new style guide took over the stand, while concept artwork on shelves, hanging mobiles, and the stand’s backdrop underlined the property’s potential in the children’s market across a number of categories.

The new RHS licensing style guide for children’s products encompasses four styles – Home Grown and I Bug You and the traditional and timeless Flower Power and Trees & Leaves.

The guide builds on the charity’s success in both outreach for children, families and schools, and child-friendly events at its gardens and shows, also reflected in its recent update to the organisation’s strapline and logo with ‘Inspiring Everyone to Grow’. Now the charity plans to address this growing young audience through a strong focus on children’s products in the coming months.

Among the main target categories for the children’s product campaigns will be toys, games, books, apparel and tools for young gardeners. In fact, with a number of licensees expressing interest already, the RHS was able to announce the first product partnership at BLE 2019.

Cathy Snow, RHS licensing manager, said: “The RHS brand has a lot to offer children – both young gardeners and lovers of beautiful, colourful designs – and that is reflected in our new licensing children’s style guide.

“The new guide turned many heads at BLE and we are already dealing with enquiries about its potential across a number of categories.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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