Agency to develop lifestyle side of charity’s licensing programme as it readies for BLE return.
Charity Help for Heroes is readying for its second appearance at Brand Licensing Europe next month – and has further strengthened its licensing credentials with the appointment of The Partnership.
The agency is a specialist in developing lifestyle brands and will be supporting the charity’s push into countryside pursuits such as riding, shooting, camping, fishing, walking, archery and publishing.
In addition, it will also target the increasingly popular baking sector.
The news follows on from the appointment of JELC, which is on board to developing the gardening and outdoor living sectors of the programme.
Help for Heroes will return to BLE with an expanded number of licensing partners. These include such brands as Jack Wills, Hildon Water, Kerry Foods, Kinnerton, Princes, Lovells Rugby, Stanley Black & Decker and John Lewis.
Other categories, in particular sport, construction/DIY, gifts and children’s products, are being searched for during the show.
Marcus O’Shea, head of brand partnerships, said: “Help for Heroes has become one of the best-known charity brands with a strong appeal as a licensing partner. I am looking forward to meeting many potential licensees who share our vision and values at BLE.”
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