BBC appoints Fluid World to expand licensing for 'Top Gear'
MUMBAI: BBC Worldwide has appointed Fluid World to handle select categories in the ever-expanding Top Gear licensing programme.
Top Gear is a show about cars and is seen in over 100 countries. Top Gear merchandise first came to market when Marks and Spencer launched a gift range from Peter Black in 2006. An extensive range of Top Gear product hit retail in Autumn/Winter 2009 with categories including board games, toiletries, stationery and remote control cars.
BBC Worldwide has charged Fluid World with developing Top Gear licensing programmes in the UK for new categories including luggage and travel accessories, car accessories and electronics. All other categories will continue to be managed in-house at BBC Worldwide with Fluid World reporting to Head of UK Licensing Richard Hollis.
Hollis says, "Top Gear has 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."
Fluid World CEO Andrew Lane says, "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."