Bulldog Licensing has been appointed by brand owner Stream Publishing as licensing agent for the UK and Ireland for the definitive gay magazine, attitude.
Bulldog will be looking to build on the strong awareness and positive associations of the brand, as well as pursuing new and expanded opportunities in the adult market as attitude comes to licensed products for the very first time.
Key initial categories will including apparel, accessories, gifts, wall art, housewares and health and beauty. The magazine’s design assets also support numerous opportunities that embrace famous magazine covers and features as well, of course, as the iconic attitude logo.
Launched in March 1994, attitude is the bestselling gay magazine in the UK and Europe and the world’s biggest LGBTQ+ media brand. It combines a reputation for major exclusives news on serious issues affecting LGBTQ+ people all over the world with blockbuster celebrity interviews, hot men, the latest fitness tips, cutting-edge fashion and profiles of the best travel destinations.
The print title is sold in 31 countries worldwide, many in translation, while in digital form subscriptions are downloaded in more than 120 countries. It has a strong social media following, in the millions across multiple platforms, and has inspired the establishing of the Attitude Magazine Foundation, a registered charity which has raised and distributed more than £500,000 for LGBTQ+ causes since its founding in summer 2018.
“We have long believed that, as the world’s biggest LGBTQ+ media brand, attitude has a lot to offer in the realms of licensing and branding with the help of the right partner: in Bulldog we have undoubtedly found that partner,” commented Darren Styles, md at Stream Publishing. “Its understanding, expertise and vast network of contacts across the industry, as well as its skill in managing diverse brands and target groups, will help us to build on the enormous success and strong awareness that attitude has attracted over more than 30 years.”
Rob Corney, md at Bulldog Licensing, continued: “attitude is a byword for excellence in writing, design and campaigning that stands out not just among gay magazines, but as an iconic brand in its own right. Popular, admired and culturally significant from day one, attitude offers numerous design assets and fantastic opportunities for licensing that demonstrably unique – for licensees to address a discerning audience across many categories.”
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