Tag Archives: life

Brand Alliance welcomes LIFE to portfolio of global brands in Bulldog partnership

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Brand Alliance is to launch a range of adult apparel based on the LIFE brand thanks to a new partnership with the European agency, Bulldog Licensing.

A creative fashion-focused designer and manufacturer, Brand Alliance boasts more than 20 years’ experience in apparel. The deal will see the team launch a range of day wear and night wear based in the LIFE brand, tapping into its network of key retailers.

The LIFE brand combines the iconic LIFE logo – made famous by the eponymous magazine – with pictures from the brand’s extensive photographic library. LIFE magazine photojournalists captured some of the 20th century’s most defining events, historic figures, and nature, making up an enormous 10 million images. 

With such a vast resource available for licensing, the LIFE collection has enjoyed a key presence across UK fashion retailers with strong sales in the categories of greetings cards, calendars and wall art, as well.

It now joins a roster of major brand names to have partnered with Brand Alliance, who portfolio includes the likes of Coca Cola, VW, Polaroid, UFC, Jeep, and more. 

Rob Corney, MD, Bulldog Licensing, said: “Brand Alliance is a perfect fit for LIFE, its fashion forward, high quality ranges have a great synergy with the brand, and we’re looking forward to seeing the first designs.

“The LIFE brand offers a wealth of material for licensing partners, giving them a free rein with creative direction, while also offering immediate recognition with consumers throughout Europe.”

Evolution USA named American, Australian and New Zealand agency for the LIFE brand

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Meredith Corporation has named Evolution USA as its North America, Australia and New Zealand licensing and brand management agency for the LIFE brand and The LIFE Picture Collection, effective immediately.

In its role, Evolution will actively seek new licensing and brand expansion opportunities for LIFE and its photo archive in a variety of product classifications and consumer experiences, including apparel, accessories, home furnishings, housewares, gifts and collectibles, food and beverage, stationery and paper goods.

Alongside it will also look to roll-out licensing partnerships across brand and artist collaborations, hospitality, location-based entertainment experiences, gaming, and promotions.

“We’re excited to partner with Evolution to bring our iconic brand to new audiences. There’s enormous potential in these images and we can’t wait to share them with the public in creative and innovative ways,” said Jill Golden, director, The LIFE Picture Collection.

 Tom Rowland, vice president of partnerships, licensing and syndication and business affairs, Meredith Corporation, commented: “We are thrilled to be working with the talented and accomplished team at Evolution.

“Their operational expertise, proven relationships, entrepreneurial spirit and passion make them the perfect partner to facilitate unique and highly commercial expansion opportunities for these properties. With their guidance, we look forward to crafting and effectively managing a robust consumer products program for the beloved LIFE brand.”

“The LIFE Picture Collection contains so many stunning visuals, relevant themes and genres. We realized that nothing captures the zeitgeist of the 20th century like LIFE, and as such we see huge potential for consumer products at multiple levels of the market. The entire team at Evolution is thrilled to have the opportunity to work with the very talented executives at Meredith to deliver upon their corporate brand expansion vision,” said Travis J. Rutherford, co-founder and chief revenue officer of Evolution.

Themed collections include topics spanning Americana, History, Hollywood, Innovations in Photography, Sports, Science and Tech, Fashion and Music.