Agency currently in discussions with range of potential partners across key categories.
Bulldog Licensing is ready to drive the ROUTE 66 licensing programme up through the gears as it adds the lifestyle brand to its portfolio.
The legendary highway once linked Chicago to the American West, and it has strong consumer awareness and appeal, Bulldog believes.
Although relatively new to the UK market, the property is backed by a host of resources including 125 high-res photos and 367 original artworks.
In terms of licensing, ROUTE 66 is already well-known in Germany where it is a €30 million retail property. It also has a strong following in fashion circles in Italy.
Bulldog is now in discussions with a range of potential partners across various categories.
“We are really excited to be working on this authentic American lifestyle brand,” said Lindsey Chester, retail licensing manager at Bulldog. “ROUTE 66 is instantly recognisable, so there’s ready-made brand awareness, and the brand has timeless appeal.
“We’ll be looking to extend this versatile property over a wide range of categories and the potential is vast.”
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