Agency on board to further develop lifestyle licensing programme for famous university.
Brandgenuity is to work with the University of Oxford to expand its licensing programme across a range of lifestyle and authority categories.
The programme will aim to channel the ‘contemporary, classic British atmosphere and lifestyle’ around Oxford, with Brandgenuity looking for licensees to interpret the brand in ‘fresh, forward’ ways.
They will be helped by the vast collections houses across the institutions including the University’s Bodleian Libraries, Ashmolean Museum and Oxford Botanic Garden.
In addition to apparel, accessories and home, the Oxford programme will leverage the University’s educational credentials to create toys, games, and back to school products that allow the next generation of consumers to sample Oxford for themselves.
“Following a careful review of the agency marketplace, it was clear that Brandgenuity brings passion, creativity, enthusiasm and of course impressive results to the business of brand licensing,” said Chris Evans, md of Oxford Limited. “Together, we plan to reinterpret the undoubted potential of the brand of the University of Oxford, bringing together the power of our global reputation and nine centuries of heritage with the breadth of opportunity and role in the modern world that Oxford, as the world’s number one university, has to offer.”
Teri Niadna, md of Brandgenuity Europe, added: “We are thrilled to be working with an iconic British brand whose beauty and excellence will help to produce truly timeless products.
“As a globally recognised institution, the University of Oxford has the potential to resonate with audiences on a worldwide scale.”