The Point.1888 has secured 10 new licensing partners for Team GB, as the road to the Tokyo Olympic Games 2020 begins.
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 squad.
Hannah Stevens, Senior Commercial Manager of The Point.1888, says this is one of the reasons the agency was drawn to the programme.
“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,” she says. “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.”
In apparel, Akyroyds is on board for nightwear and swimwear’ Misirli will produce underwear, hosiery and socks, while VMC will launch headwear, fashion accessories and fashion bags.
Meanwhile Egmont will publish books and magazines; Dreamtex will develop homewares; Hy-Pro is to launch a range of sports accessories; Zak Designs will develop plush, lunchware, melamine, drinks containers, ceramics and gifting items; Crackerjack will release lip balms; Bespoke 77 will work on kitchen textiles and ceramics; and BB Designs is on board for stationery, gift and home accessories.
Team GB has also asked The Point.1888 to work alongside Bravado and Brecrest to produce new soft lines to complement existing products in this category.
The licensing programme will also 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.
The broad range of opportunities will mean that Team GB’s appeal as a full family brand will be fully capitalised upon, with consumers of all ages able to purchase Team GB branded clothing and merchandise.
”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,” says Paul Ellis, Head of Licensing at Team GB. “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.”