Team GB’s brand licensing programme has taken a hop, skip and leap into full pace having landed a raft of ten new market leading licensing partners for the brand, courtesy of its licensing agency, The Point. 1888.
By expanding the Team GB brand into new categories and new retail channels, it is hoped it will generate significant income to reinvest in training, equipment and facilities for the multi-medal-winning squad.
The intention is also to drive awareness of, and support for, the team in the run up to the Tokyo 2020 Olympic Games – the next big competition following the team’s record breaking performance in Rio 2016 when 67 medals were won.
Team GB’s new licensing partners, include Akyroyds for a line of licensed night wear and swimwear, Misirli for the development of underwear, hoisery and socks, Egmont for publishing and magazines, Dreamtex for a range of homewares.
Meanwhile, Hy Pro will deliver a line up of sports accessories, Zak Designs will develop plush, lunchware, melamine, drinks containers, ceramics and gifting items, Crackerjack will launch premium lipbalms, and VMC will line up the fashion accessories and bags.
Completing the line-up will be Bespoke 77 with a collection of kitchen textiles and ceramics, and BB Designs for stationery, gift and home accessories.
Team GB has also asked The Point.1888 to work alongside Bravado and Brecrest to produce some new soft lines to complement existing products in this category.
The broad range of opportunities that have been identified will mean that Team GB’s appeal as a “full family” brand will be utilised with consumers of all ages able to purchase Team GB branded clothing and merchandise.
Paul Ellis, head of licensing at Team GB, said: “Team GB has a rich history in licensing, but with a growing fanbase and a record-breaking performance in the last two Games, there is a demand to widen our offer and work with new brands and licensees to excite our fans.
“We’re excited by the results The Point.1888 has already delivered and look forward to seeing these new products developed and on the shelves of every store in the UK from leading grocers to premium high street retailers.”
Hannah Stevens, senior commercial manager of The Point.1888, added: “We are extremely passionate about working with brands with purpose at The Point.1888 and this has been demonstrated in the unbelievable number of licensees we’ve secured already.
“Team GB is playing a huge role in inspiring the next generation through the athletes’ performances at Tokyo 2020 and beyond and to be a part of a programme to support this and generate income for the team’s performance is an incredible thing.”
Full product market launches for Team GB branded products are due to start from early SS20.