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Team GB licensing drive warming up for launch

Key partners line up across apparel, publishing, homewares, gifts and health and beauty.

The licensing programme for Team GB has taken a big leap forward, with licensing agency The Point.1888 welcoming ten new partners.

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 multi-medal-winning squad.

In addition, driving awareness of and support for the team in the run up to the Tokyo 2020 Olympic Games is also key.

Aykroyds has come on board to create nightwear and swimwear; Misirli will be developing underwear, hosiery and socks; Egmont has signed for publishing and magazines; Dreamtex will launch a range of homewares; Hy Pro is on board for sports accessories; Zak Designs has partnered for plush, lunchware, melamine, drinks containers, ceramics and gifting; Crackerjack will produce premium lipbalms; VMC Accessories will launch headwear, fashion accessories and fashion bags; Bespoke77 is on board for kitchen textiles and ceramics; and BB Designs has partnered for stationery, gift and home accessories.

In addition, Team GB has also asked The Point.1888 to work alongside Bravado and Brecrest to produce some new soft lines to complement existing products in the category.

”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,” said 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.”

Hannah Stevens, senior commercial manager at The Point.1888, added: “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.

“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.”

Full product market launches for Team GB branded items are due to start from early spring/summer 2020.

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