VBM NZ has ambitious plans to grow licensing programme for the rugby team.
The New Zealand All Blacks rugby team has long since been regarded as the best in the world and now, global licensing agent VBM NZ, is planning to grow the licensing programme.
VBM NZ is the exclusive agent for all product categories excluding those granted to adidas, the official partner of NZ Rugby.
With 365,000 members of the supporters club Team All Blacks and 4.4 million Facebook fans, the All Blacks is a truly global brand – 70% of its Facebook fans are from outside New Zealand.
From a licensing perspective, the All Blacks has 70 licensees globally in New Zealand Australia, Sri Lanka, Fiji, US and here in Europe, a key target for VBM NZ, France.
Harriet Anderson, licensing executive at VBM NZ, advises that the brand is currently in a period of licensee renewal and that new product will soon be seen across the globe.
“We are seeking partners in key territories for a wide array of products – from high-end luxury to those at everyday price points enabling fans of all ages to engage with the power of the All Blacks brand,” she said.
New product already confirmed locally includes, for the first time, a trading card set featuring All Blacks, Black Ferns, Maori All Blacks, All Black Sevens, Black Fern Sevens and Super Rugby teams. New additions to the licensing programme include an All Blacks birth certificate and personalised number plates.
In Europe, reflecting the lifestyle appeal of the All Blacks, products include watches and fashion accessories from SMB; hygiene products from Corania; back to school with La Plume Dorée; and lingerie from Textiss.
Playing to the strength of the team, Homiris Security is using the All Blacks brand above the line to promote its security system as being ‘As Strong as the All Blacks’.
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