BBC Worldwide Expands Licensing Categories for Top Gear

LONDON: BBC Worldwide has appointed Fluid World to handle the licensing for select categories for the hit motoring brand Top Gear, expanding the range into new merchandise segments as well.

Fluid World will develop the Top Gear licensing program in the U.K. 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. Top Gear merchandise first hit the market in 2006, and an extensive range of products were released at retail this past fall, including products in the categories of board games, toiletries, stationery and remote-control cars.

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Richard Hollis, the head of U.K. licensing at BBC Worldwide, said: “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.” 

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."