Top Gear to expand licensing categories


BBC Worldwide’s hit motoring programme Top Gear, has developed a popular merchandise section which will be expanded even further.

Fluid World has been appointed to develop the Top Gearlicensing programme in the UK for new categories, including luggage and travel accessories, car accessories and electronics. All other categories will be managed in-house at BBC Worldwide.

An extensive range of products were first released by Top Gear in 2006 and included products in the categories of board games, toiletries, stationery and remote-control cars.

Richard Hollis, the head of UK licensing at BBC Worldwide, said: “Top Gearhas been our fastest growing merchandising property in many categories, most notably in gift, but the brand licensing potential for this brand—we believe—is bigger still. We have brought Fluid World on board to focus on a select number of categories, to deliver high-quality merchandise that reflects the production values of the show.’ 

Andrew Lane, the CEO of Fluid World, commented: “Fluid World is very proud to be working with BBC Worldwide on such a prestigious property. They have successfully developed Top Gear into a lifestyle brand and we look forward to contributing to its further growth and success."


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