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Brand is also looking to make ground in the the digital and interactive space.

VEGAS 2016: The U.S. Army to invade the worlds of fitness, party goods and swimwear

Beanstalk is showcasing the licensing programme for The U.S. Army at this week’s Licensing Expo.

Leveraging the brand’s values of pride, performance, and personal development, the brand is looking to expand into exercise equipment, office supplies, party supplies, sporting goods, swimwear and the digital and interactive space.

Recently, RMS International, Decopac, PPI Apparel and Isaac Morris joined the U.S. Army licensing programme.

RMS International will create a new line of U.S. Army branded hard-sided luggage, brief cases and premium duffel bags while DecoPac will debut a series of branded edible cake images that consumers can use to decorate treats.

Elsewhere, PPI Apparel will bring U.S. Army loungewear and sleepwear for women to market while Isaac Morris will focus on creating a line of junior apparel for distribution in mid-tier retailers nationwide.

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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