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Panini brand to expand into apparel and accessories

Multi-territory deal secured with Bioworld International to grow brand into new categories.

Sticker and trading card company Panini is looking to expand its brand into new categories.

The company is teaming up with Bioworld International for a multi-territory, multi-year licensing deal which will see the creation of branded apparel and accessories.

Bioworld will develop various ranges, due to hit stores in spring 2020 with initial key markets including the UK.

The two companies will work together to develop collections focusing on the multiple international football collectable launches from Panini, as well as covering Panini’s 60th anniversary in 2021.

Heritage materials and more modern artworks will be used to create the products.

“We are extremely pleased to be partnering with Panini to be able to produce a range of products for football fans of all ages across Europe,” said Richard Radford, head of licensing at Bioworld International. “With the continued popularity of the beautiful game, coupled with heritage and collectability of such a brand like Panini, it’s the perfect fit, and I’m looking forward to seeing the complete ranges on shelves soon.”

Tony Verdini, senior manager business development and partnerships at Panini S.p.A., added: “We are glad to announce this business partnership with Bioworld, whose expertise in designing and marketing licensed merchandise is top notch.

“Our objective to work with dynamic, professional and enthusiastic partners capable to translate our brands into iconic products has been fully met with Bioworld.”

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