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New licensees, brand director and style guide to boost Rocky Horror Show

As it gets ready to celebrate 50 years on stage with a gala London performance on 25 May, the licensing programme for the Rocky Horror Show is also gathering pace.

In the US, sub-agency The Sharpe Company – headed by Charlie Day – is working to finalise A/W ‘23 launch ranges including board/card games and puzzles, apparel and fashion accessories; Halloween costumes and dress up; magnets; and buttons and key chains with licensees Fun.Com, H3 Sportgear, Ataboy, Ripple Junction, Rock Roll Repeat and University Games.

Meanwhile, building the Rocky Horror brand into UK retail is Golden Goose’s newest brand director, licensing expert Robyn Cowling (pictured).

“I’ve always been a huge Rocky Horror Show fan,” Robyn explained. “The brand has so much personality and engagement, I can’t wait to see that interpreted on products and out on shelves.”

Adam Bass, director at Golden Goose, continued: “We have Smiffys (dress up) and Paul Lamond (board games) launching here and Dark Horse comics in development, but US interest has been phenomenal. Robyn’s infectious energy, enthusiasm and experience will make sure the UK doesn’t miss out on the Rocky Horrror retail opportunity.”

To drive the programme creatively, an soon-to-be-released Rocky Horror Show licensing style guide, developed by Dynamo under the guidance of Golden Goose’s product director Rebeckah Dalton, will give licensees a wide range of graphic and packaging assets that fans have never seen before, making the potential for engagement and collectability even greater.

Andy Leighton, the show’s music publisher, added: “We are hitting our 50th year and licensing is just getting started; it’s like we’re doing the time warp all over again.”

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