Magazine and social enterprise brand to work with Global Icons Europe to build programme.
The Big Issue is making the move into licensing, appointing Global Icons Europe to lead the programme.
The brand – one of the most successful social enterprises in the UK – exists to dismantle poverty and exclusion and create opportunities through self-help, social trading and business solutions.
Created in 1991, it is a brand known as a force for good and positive change, which continues to rise in awareness as UK consumers look for brands with authentic social, ethical and sustainable values.
“The Big Issue is about much more than homelessness; our mission to dismantle poverty takes our work into education, training and employment, health and social care, financial inclusion, community development and environmental issues,” said Russell Blackman, md of The Big Issue. “We wanted to find a way to get this message across in a new way through our ‘trade, not aid’ manifesto.”
He continued: “Global Icons presented a long-term licensed merchandise plan that addressed our key strategic initiatives to recruit new supporters of all ages, cater to our existing supporters, and unlock the equity in our brand to fund our work in the UK.
“This additional revenue will enable us to empower more people than ever to help themselves out of poverty.”
David Williams, md of Global Icons Europe, added: “We are delighted to be working with The Big Issue. As changes in the UK’s political, social and economic climate take effect, we believe consumers will respond well to a brand promoting positive change in our society.
“The awareness and support that already exists for The Big Issue presents many opportunities across many categories across publishing, home and gift, garden and household goods. The exciting challenge of recruiting new fans will take us into apparel, H&B and live event categories and we are keen to begin discussions with strategic partners in these areas.”
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