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Golden Goose to lead the licensing charge for The Tusk Trust

Environmental charity looks to licensing to play a valuable role in helping it reach its target audience.

Environmental charity The Tusk Trust is making the move into the licensing arena, appointing Golden Goose to develop opportunities across multiple retail categories.

The charity – which for 30 years has helped initiate outstanding conversation work in Africa – has a high profile thanks, in part, to its Royal Patron being HRH The Duke of Cambridge.

In addition, it also has licensing experience following a previous successful partnership with Mothercare.

“Because of their work with endangered species – elephants, lions, giraffes, wild dogs, turtles and more – Tusk has fantastic eye-catching imagery that can be used on products as diverse as nursery apparel, plush, publishing and home decoration,” explained Adam Bass, director of Golden Goose.

Antonia Habdank-Toczyska, client and strategy director at the agency, added: “With African prints and patterns being so on trend, Tusk is well set to deliver products that protect and connect to Africa’s rarest animals.”

Dan Bucknell, Tusk Trust executive director, continued: “A lot of the planned activity celebrating our 30th anniversary has been deferred, so we expect licensing activity to play a valuable role in helping us reach our target audience with relevant products.”

The Trust’s interest in licensing is well timed. According to The Grocer, 55% of consumers have grown ‘more’ concerned about the environment since the pandemic.

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