Category Archives: Lifestyle

Cyclewear studio Milltag turns it up with Motorhead collaboration

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The cyclewear studio, Milltag has partnered with Global Merchandising Services to launch a new range of cycle gear inspired by the heavy rock legends, Motorhead, tapping into the vibe of some of the band’s iconic song titles Iron Horse, White Line Fever and Keep Us On the Road.

Produced in partnership with GMS, the collection promises to be ‘more metal than most bikes’ as it arrives emblazoned with the band’s famous ‘War Pig’ logo and motto, Everything Louder Than Everything Else.

Milltag founder and creative director, Ed Cowburn, said: “It’s with great excitement that we start 2021 with a collaboration with Motorhead that should blow away the cobwebs.

“We hope the collection will reach a wider audience of music loving cyclists who want to wear cycling clothing that means something more to them than just another item of functional clothing.”

In developing the line, Milltag has opted for its club fit jersey which uses a roomier fit while not being too baggy. The collection is billed a ‘perfect when worn as a full set, but still easily identifiable as individual pieces.’ The cap and snoof feature large scale designs of the ‘War Pig’ logo.

Jens Drinkwater, Global Merchandising Services, added: “Milltag produces excellent, technical cycling apparel and we are incredibly excited to see fans take to the road in this unique collaboration.”

The range will be available for pre order via the Milltag website www.milltag.cc from Friday February 5th for a limited time (ending February 20th) for delivery in April.

Sanrio and Marks & Spencer launch extensive Mr Men & Little Miss clothing, accessories and bedding range

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Sanrio has launched a new collaborative collection of clothing, accessories, and bedding with Marks & Spencer for its iconic Mr Men and Little Miss brand with a range featuring an ensemble cast of Roger Hargreave’s best-loved characters.

The launch arrives as part of the ongoing celebrations of Mr Men and Little Miss’ 50th anniversary and has been designed to evoke nostalgia with parents and inspire imagination in children alike.

Launched on February 4th, the collection feature favourites such as Mr Happy, Little Miss Sunshine and more. With a wide choice of exclusive designs, the range includes daywear, sleepwear, accessories and bedding.

Featuring practical rompers for newborns, joggers and jeans for everyday comfort, printed hoodies, cosy pyjama sets and fun accessories, the collection boasts that ‘there’s something for every kid.’

Favourites from the new range include the Mr Happy ‘Smile Often’ Sweatshirt, Mr Strong ‘Strong and Fearless’ top, and the Mr Men ‘Better Together’ Pyjama Set.

Levi’s celebrates 25th anniversary of Pokémon with ’90s inspired clothing collection

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Celebrating the 25th anniversary of one of the biggest anime entertainment franchises of all time, the international fashion brand Levi’s has partnered with the Pokémon Company to launch a 90s-inspired Levi’s x Pokémon collection 

Inspired by the first season of the original Pokémon animated series, the collection includes a range of Levi’s denim, tops, bottoms, fleece, tees, and accessories all of which feature graphics and prints of both the popular characters and the woodland settings of the Kanto region.

Notable pieces include the ’90s style Vintage Fit Trucker Jacket and 551 Z Authentic Straight jean in stonewash indigo, both featuring oversized embroidered Pikachu and lightning bolt patches for the Electric-type Pokémon.

“It’s so fun to hear people talk about their love of Pokémon. Everyone has their favorite. So the fact that we had this  ability to play and create with so many iconic Pokémon and characters, was really a special experience,” said Karyn Hillman, chief product officer at Levi Strauss & Co.

“It’s such  a thoughtful collection that respects and celebrates the  world of Pokémon, and it was so cool mixing our icons  and history with theirs – it’s nostalgic and optimistic, with  a little bit of escapism.”

Amy Sachtleben, direcotr of licensing at The Pokémon Company International, added: “In its 25th anniversary year, the Pokémon brand  is celebrating its enduring legacy in pop culture  with fans around the world. Our friends at Levi’s have developed a collection featuring icons of the  franchise that blends the spirit of the era when Pokémon first launched with the style sensibilities of today in a way only Levi’s could.

“This has been a  tremendously fun collaboration with Levi’s® to look  back at Pokémon’s origins and offer fans who grew  up with the brand and today’s trendsetters a way to  infuse cute and clever Pokémon nostalgia into their  style.”

Also included is a range of graphic tees that features  throwback character art, such as Ash, Misty and Pokémon from that classic first season. And, for  fans of Misty, there’s even the Levi’s Misty Short and Misty Tank, an homage to the iconic outfit she  wears in the series. 

Accessories and sundries also get the Pokémon treatment, like a red and white trucker hat similar to the hat worn by Ash Ketchum in the series. Or the Pikachu knit beanie with yellow three dimensional Pikachu ears.

There’s also an all over floral Pokémon print gym bag, a Poké Ball crossbody bag and clip-on pouches with Pokémon characters embroidered on the front. And, on the sundries, the collection features Pokémon branding  on Levi’s back patches, Red Tabs that mimic red and white Poké Balls, and buttons stamped with  Pikachu and Poké Balls. 

The Levi’s x Pokémon collection will be available worldwide on Levi.com, the Levi’s App, in Levi’s stores, and in select wholesalers on 15th February 2021. 

Character World tucks in with Swizzels for bedding, blankets, and more

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Character World is helping kids tuck in to the confectionery specialist Swizzels Matlow with a new range of bedding, blankets, towels and more based on some of its most popular brands.

In a deal brokered by Blonde Sheep Licensing, the initial range is due to online this year with a focus on the Love Hearts brand, with further lines to be added throughout the year.

Swizzels is the largest independent British owned manufacturer of sugar confectionery in the UK and is still run by members of the families who founded the business back in 1928. The company makes a range of well-known products including Love Hearts, Squashies, Refreshers, Drumstick Lollies, Rainbow Drops, Double Lollies and Fruity Pops.

Tim Kilby, eCommerce and brand director at Charter World, said: “Character World is delighted to be working with Swizzles. We are looking forward to bringing Love Hearts to life in homes throughout the UK later this year.”

Natasha Dyson, managing director at Blonde Sheep Licensing, added: “It’s fantastic to have Character World on board for the bedding category. The Swizzels brands have broad appeal and their bright colours paired with Character World’s retail network will add cheer to bedrooms all over the UK.”

Blonde Sheep Licensing continues to investigate other opportunities for Swizzels in categories including jewellery, toys and social greetings. 

IMG and World Rugby seek global sports apparel supplier for 2021 to 2024 period

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The consultation process to find a global sports apparel supplier for all World Rugby competitions during the 2021-2024 will launch this month, World Rugby and its global master licensee IMG have revealed.

The global sports apparel supplier will, for the first time, have access to rights and assets for all of World Rugby’s international competitions, including Rugby World Cup 2021 and 2023.

Rugby World Cup 2019 in Japan, the first to be hosted in Asia, broke attendance and broadcast audience records with 1.8 million fans in the stadiums and more than 857 million people tuning in from around the world to watch the action. Additionally, sales of the 2019 tournament’s licensed products and merchandise outperformed 2015’s by more than 40 per cent.

World Rugby commercial director, Tom Hill, said: “We are delighted to be kicking off this important process with IMG, our global master licensee. The selection of the right apparel supplier is key to projecting the sport, engaging with fans and growing revenues for reinvestment in the sport.

“Given the prestige of the properties this agreement will cover, the success of the apparel programme at RWC 2019 in Japan, and excitement around France 2023, this is an attractive and lucrative proposition for interested parties – one that will directly support the growth of rugby worldwide.”

Mickael Andreo, VP of licensing, IMG, added: “Rugby is enjoying unprecedented worldwide growth across male, female and youth participation after Rugby World Cup 2019 in Japan broke a multitude of records in one of the most impactful and ground-breaking tournaments in the game’s history.

“We are looking forward to taking this opportunity to market as we believe it represents a singular opportunity for brands aiming to position themselves as the authority in the rugby space.”

Applicants should contact Maelle.Coulon@img.com with any questions.

Start-up sports lifestyle brand Round21 is on a mission to redefine the category

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A start-up sports lifestyle brand developed by the former professional athlete, Jasmine Maietta, is looking to redefine the category through a combination of arts and sports while championing inclusive multi-cultural artists and product design.

Called Round21, the brand aims to celebrate creative expression through sport and art by creating premium sports products that are designed in partnership with a portfolio of multicultural artists.

As part of the launch, round21 will release a new artfully inspired Origin ping pong paddle and a For the Love of Sport basketball backboard.

Led by the ex-vice president of global brand marketing at Peloton, and former professional basketball player, Maietta’s round21 is on a mission to redefine the sports lifestyle category.

 “Inside all of us, there’s originality and creativity. That’s the currency round21 values. We build products for and with people who live creatively in sport and in life,” she said. 

Maietta left her impressive career in marketing to start round21 after recognising the need for a sports lifestyle brand that champions individuality, inclusivity, and creativity. In her years on and off the court, Maietta noticed that many professional and amateur athletes’ self-expression was limited to their apparel and footwear.

What was core to an athlete’s identity – their game itself – remained a blank canvas. Whether it was on the court or during downtime playing ping pong in locker rooms, she believed the things we play with should say something about who we are.  

 “I founded round21 for people who are rich in ‘creative currency,’ and one way people express themselves is through sports,” said Maietta. “We believe that when people feel free to express themselves and come together through play, communities become stronger. And, we see the opportunity to empower deep, rich creative expression within sports.”   

In addition to scaling its product offering, Maietta is scaling her executive team as well. The company welcomed Joe Sargent, the former director of brand marketing of the Kansas City Chiefs, as the head of strategic marketing to spearhead strategic brand marketing initiatives, activation strategy, and planning. 

 “One of my goals has been to put my brand and lifestyle marketing and partnership experience into a start-up that is not only disrupting the industry but also laying the foundation for something new and lasting,” said Sargent. “This is an awesome opportunity to do just that. I’m excited to help round21 reach new heights and redefine recreation as we know it.” 

 Last summer, the NBA and teams like the Detroit Pistons partnered with round21 to provide customized ping pong paddles for players quarantined during Covid-19 in the NBA Bubble. And, during the brand’s initial Kickstarter in late fall 2020, it exceeded its funding goal by 187 per cent in just 76 hours.  

The brand kicked off the year with a highly anticipated collaboration with artist and sneaker customizer, Sierato. The Baltimore native partnered with round21 to bring his unique flair to a new canvas – a ping pong paddle and a basketball backboard.

Inspired by connective chemistry and the fluidity of creativity, the vibrant “REC Set” was designed to bring people together through sport with products that come alive and inspire. The round21xSierato REC set was released on January 21, exclusively on the NTWRK app.  

While many sports products are “blank” and “functional,” round21 gives identity to the player through expressive art that reflects who they are and what they value. All of round21’s products are highly crafted and uniquely designed by leading multicultural creatives and artists who believe artistry in sport is about meaning and storytelling, not simply decoration.

JoJo Maman Bebe launches fourth Elmer clothing collection in Andersen Press partnership

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JoJo Maman Bebe has launched its fourth Elmer clothing collection, a range of hoodies, joggers, sleepsuits, and cardigans all featuring new styles and graphic specially created by the retailer’s design team.

The launch has been supported by digital marketing and social media campaigns from the retailer and Elmer publisher, Andersen Press. Shoppers who buy two or more items will receive a complimentary copy of Elmer’s Little Library.

The deal is managed by the UK licensing agent, Metrostar.

Sarah Liversidge, childrenswear buyer, said: “We are so excited at JoJo to have our favourite elephant, Elmer, return for our fourth “JoJo Loves Elmer” collection.

“The fresh design direction is bolder and more playful than ever whilst reflecting Elmer’s joy, colourfulness and diversity, all combined with our practical styles, great quality and JoJo sense of humour. We have really enjoyed collaborating with Andersen Press and Metrostar once again and hope our customers will enjoy the complimentary Elmer’s Little Library gifted by Andersen Press.”

Paul Black, brand director at Andersen Press, added: “Elmer has really found a brilliant home with JoJo Maman Bebe, and this new range shows him off in all his multi-colour glory.

“We’re delighted to work with the team to offer a free Elmer’s Little Library for online customers, and hope it brings many fans new and old to this new range.”

Claire Potter, managing director at Metrostar, concluded: “This DTR was one of our first signings for Elmer back in 2017 and it’s wonderful to see the partnership going strong. The design team at JoJo really embrace Elmer’s aesthetic; creating garments which are original yet very obviously Elmer.

“Their ability to develop fresh treatments is undoubtedly a key reason that consumers keep coming back for more.”

Chefclub secures €14 million in latest financial round and new Tefal partnership for kitchenware

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It’s a double-yolker for the Parisian food brand, Chefclub as the firm secures a new financing round of 14 million Euros and the creation of a new cookware line in partnership with the kitchen ware experts, Tefal.

It’s First Bridge Ventures chairman, Adrian Cheng, who leads the round the accelerate Chefclub’s international growth, along with SEB Alliance, Group SEB’s corporate venture arm, as well as existing investors Fleur Pellerin’s Korelya Capital and Groupe Arnault’s Aglae Ventures to bring in the 14 million Euro funding round.

Launched in Paris in 2016 by three brothers, Thomas, Jonathan, and Axel Lang, Chefclub has been able to leverage the power of social media to continually grow, strengthen its brand, and create a large audience while also transforming its video viewers into customers. 

Its recipe videos and fun universe are designed to encourage everyone to cook: women, men, teenagers, and children. 

Convinced that the future of business lies in experiential content and direct contact with communities, the startup has already sold 700,000 self-published books since 2017, and in 2019 launched a series of innovative products for children that has equipped more than 150,000 families. 

The free distribution of content has helped Chefclub form a committed community that the startup can directly involve in the development of its products. All Chefclub products are created based on the requests, tastes, and opinions shared by the community throughout the product development process.

Meanwhile, as viewers’ attention shifts from television to social networks, Chefclub continues to promote its universe and products through online videos of inspiring and fun recipes seen all around the world. In December 2020 alone, 50 million Americans and more than 15 million French people watched one or more Chefclub recipes. 

In addition to direct sales, the brand is developing its retail presence to allow members of its community to find Chefclub products in their favorite stores. In return, retailers carrying Chefclub products will benefit from the extensive coverage on social media platforms, allowing them to draw in customers who prefer not to order online.

Topping off the good news for Chefclub this week, and the cooking brand has also detailed a new partnership with Groupe SEB for the launch of a range of products under the brand name Chefclub by Tefal.

The new collection will include skillets, saucepans, kitchen tools, and small domestic appliances. Created in collaboration with the Chefclub community, the range combines Chefclub’s expertise in the development of creative recipes with Tefal’s sustainable design.

The new range will be launched in France and across international markets including Germany, Brazil, Italy, South Korea, Canada, Spain, the UK, and Mexico.

The new brand Chefclub by Tefal benefits from unprecedented visibility on social networks and will broaden Groupe SEB’s reach, particularly with Millennials, who are discovering or rediscovering the joys of cooking thanks to the start-up’s content.

By joining forces with Groupe SEB, world reference for small domestic appliances, Chefclub has access to recognized industrial expertise, the renown of the Tefal brand and a broader retail network which will enable its community to discover its products via the Group’s retail channels.

UK charity Guide Dogs joins Bulldog Licensing portfolio with pet and consumer products plans

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Guide Dogs, the UK charity established to support people with sight loss to live actively and independently, has joined the Bulldog Licensing portfolio as it looks to build a consumer products campaign around its well-respected name.

Building on the charity’s reputation for raising puppies to become life-changing partners, the licensing programme will target dog owners with high quality pet products, training aids, and pet travel accessories. Outside of this core area, the programme will also bring to market a range of items including collectable toys, apparel, and accessories.

The product range will be aimed at dog lovers across the nation to include gifting, collectables, and stationery, all of which will focus on the dogs, trained by the Guide Dogs team of experts, to make life-changing differences to visually impaired people throughout the UK.

Guide Dogs was recently named the sixth most popular UK charity in a YouGov poll and is the largest provider of services for children and young people with a vision impairment. Guide Dogs has an unparalleled reputation for canine care and expertise as the world’s largest breeder and trainer of dogs, making it the perfect brand for dog lovers nationwide. 

Rob Corney, MD, Bulldog Licensing, said: “Guide Dogs does some incredible work helping people with visual impairment to lead happy, independent lives safely through their incredible dog partnerships, which gives them a special place in the heart of the UK population.

“We’re excited to start building a range of products for Guide Dog owners and trainers themselves, as well as our nation of dog lovers.”

The RHS partners UK gardening experts Woodlodge Products for outdoor pots

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The Royal Horticultural Society has named Woodlodge Products its UK licensing partner for a range of outdoor pots, one of the gardening brand’s key categories.

Under the new deal, Woodlodge Products – a UK supplier of garden pots and gardenware – will launch its first products to retailers for pre-order in September this year. They will be distributed to retail outlets from January 2020.

While the partnership is still in its early stages, Woodlodge is already making preliminary plans for the first range and will include both classic and modern designs and a full selection of sizes to accomodate any outdoor space. The final version of the first range will incorporate standard terracotta, glazed, and fibre clay pots.

For the design process, Woodlodge will have access to the whole range of RHS design assets, including its style guides and artwork from the RHS Lindley Collections, the world’s finest collection of botanical art.

All product will either be embossed or debossed with the RHS logo, creating consumer confidence at point of purchase.

 Woodlodge boasts more than 1,500 garden centre accounts located throughout the UK and Ireland, all of which will be the primary focus for the new range. The firm also has a history of creating innovative products and eye-catching in-store merchandising so the launch of the new RHS-endorsed range is eagerly anticipated by both retailers and customers.

2020 saw a steep upswing in the gardening sector, with the pandemic introducing a new range of customers to the hobby from across the age spectrum and social demographic. A number of these are discovering not only the benefits of being outside, but the benefits of gardening to physical and mental health at a particularly demanding and stressful time.

The RHS ranges will therefore target all members of this fast-expanding group of budding gardeners, who have embraced nature during the lockdowns.

Michael Wooldridge, managing director, Woodlodge Products, said: “As the market-leading supplier of garden pottery in the UK, it’s important for us to work with brands and partners that have a strong resonance for gardeners. To be associated with the RHS, a charity that aims to inspire a passion for gardening and growing plants and promotes the physical and mental advantages of gardening, is, for Woodlodge, a natural fit.

“The RHS is a highly regarded and recognisable brand and will offer consumers both peace of mind and confidence when buying our range of products.”

Cathy Snow, licensing manager, RHS, added: “Our members and supporters are, not surprisingly, keen to have the highest-quality products in their gardens and outdoor pots are a very important category for the RHS.

“We are therefore delighted to be working with Woodlodge, which has always maintained high levels of quality and service while providing continual innovation and style to all its ranges.”