IMG brokers key partnerships for cross category selection of limited edition products.
In celebration of its 100th anniversary, the Royal Air Force has unveiled a cross category selection of limited edition products through a range of partnerships brokered by IMG.
The RAF100 licensing programme consists of Breitling watches; Royal Mail stamps; Belstaff aviator jackets; Royal Mint and Westminster Collection commemorative coins; a coffee table book by Carlton Books; chinaware by William Edwards; tea towels and canvas bags by Ulster Weavers; toy models by Hornby Hobbies; stationary and souvenirs by the Portfolio Group; and aviation-inspired luggage and tags by Globe-Trotter.
The collections will be launched throughout the year in recognition of the RAF’s centenary year.
Tim Smith, licensing director at IMG, said: “We are delighted to see the RAF100 licensing programme come to life in the form of this extensive and diverse range of quality products.
“Each is meticulously designed to celebrate and share the RAF’s rich heritage and achievements, as well as to raise awareness and inspire the next generation as the RAF enters its second century.”
Air Vice-Marshal Mike Wigston, assistant chief of the air staff, added: “RAF100 is about raising awareness and understanding of the Royal Air Force across a range of different audiences, especially those we have less contact with than we would like.
“Linking the RAF brand to other iconic brands through the RAF100 licensing programme provides a great opportunity to do this as we commemorate our past, celebrate who we are and what we do today, and inspire the next generation.”
The RAF100 programme is a celebration of the world’s oldest independent air force’s centenary, aiming to engage fans and new audiences spanning all ages. The campaign runs until September 2018 with a diverse range of events, activities, charitable initiatives and licensed consumer products.
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