Route 66 expands its UK presence with Iconospheric and Assured Products partnerships

Route 66 is continuing to build its presence across the UK and Eire having landed two new licensing partners in the home decor and stationery, and car care product markets.

Brokered by the brand’s UK and Eire licensing agency, Bulldog Licensing, the latest partnerships will see Iconospheric develop a collection of print on demand wall art, apparel and accessories, home decor, gifting, and stationery, while Assured Products will launch car care products like cleaners, polishers, screen wash, and de-icers, and more.

These latest additions join a growing roster of licensees for the US lifestyle property that already boasts more than 750 products available in more than 100 countries. The property has experienced a strong start to its UK fashion launch with Brand Alliance, while Bulldog is now extending its licensing programme with partners across ancillary categories.

Relatively new to the UK, Route 66 – a brand that celebrates the legendary highway that once linked Chicago to the American West – is recognised around the world. Its wealth of designs include over 360 original, iconic artworks and more than 125 photos under the Route 66 style guide.

Rob Corney, MD, Bulldog Licensing, said: “Iconospheric and Assured Products are perfect partners for the Route 66 brand and we’re really excited to see the products they create as leaders in their respective fields. The Route 66 brand has a huge appeal across generations as a symbol of freedom and adventure, which is particularly poignant at this time.

“Route 66 is established throughout a wide range of territories and is already a €30 million retail brand. We are looking forward to extending that success in the UK market.”