fbpx

Industry News

RHS ANNOUNCED CHILDREN’S STYLE GUIDE

4 Nov - 2019

Wide range of children’s products on the way, supported by new style guide

The new Royal Horticultural Society (RHS) children’s style guide was the centrepiece of the RHS stand on its return to BLE after five years, and it has already inspired enormous interest – including a major publishing deal.

Visitors to stand B366 were able to see the multiple design assets that have made the RHS one of the most resource-rich partners in heritage licensing – and that have now inspired the amazing new artwork underpinning a new RHS licensing style guide for children’s products.

The colourful new guide, inspired by items in the RHS Lindley Collections, the world’s finest collection of botanical art, dominated the stand. Concept artwork on shelves, mobiles hanging from the ceiling, and the entire backdrop to the stand, all underlined the property’s potential in the children’s market across a number of categories, enhanced by the new guide. Some wonderful, and very colourful, ideas, including waterproof macs, wellington boots and t-shirts, attracted favourable comment from visitors – and even an envious question or two about adult versions!

The new RHS licensing style guide for children’s products encompasses four styles – the bold and sassy Home Grown and I Bug You and the traditional and timeless Flower Power and Trees & Leaves. All are appropriate for many looks and themes designed to appeal to children.

The timing of the new guide could not be better. The guide builds on the charity’s success in both outreach for children, families and schools, and child-friendly events at its gardens and shows, also reflected in its recent update to the organisation’s strapline and logo with ‘Inspiring Everyone to Grow’. Now the charity plans to address this growing young audience through a strong focus on children’s products in the coming months.

Among the main target categories for the children’s product campaigns will be toys, games, books, apparel and tools for young gardeners. In fact, with a number of licensees expressing interest already, the RHS was able to announce the first product partnership at BLE 2019. Several retailers expressed an interest too.

The RHS Children’s Style Guide has already informed a major deal with Scholastic, the world’s largest publisher and distributor of children’s books, for a new range of children’s titles for ages four and up. The range, which launches in spring 2020, will be available in bookshops and supermarkets as well as in garden centres and online.

Cathy Snow, RHS Licensing Manager, says: “The RHS brand has a lot to offer children – both young gardeners and lovers of beautiful, colourful designs – and that is reflected in our new licensing children’s style guide. The new guide turned many heads at BLE and we are already dealing with enquiries about its potential across a number of categories.”


Subscribe to our newsletter


Read our last issue


Our Youtube Channel!




THE BIG LEBOWSKI X BRAIN DEAD COLLECTION AVAILABLE NOW
THE BIG LEBOWSKI X BRAIN DEAD COLLECTION AVAILABLE NOW

To celebrate the iconic film The Big Lebowski, Brain Dead is partnering with Focus Features to release a special apparel collection consisting of three t-shirts. Written, directed, and produced by Joel and Ethan Coen, The Big Lebowski received its world premiere at...

read more
FROM BOOKS TO SCREEN: FACTS AND FIGURES
FROM BOOKS TO SCREEN: FACTS AND FIGURES

To mark the launch of the brand new TV/Film Rights Centre at the last Bologna Children's Book Fair, several conferences during the International Kids Licensing Days were dedicated to book-to-screen adaptations. Here is an interview with Olivia Deane, Senior Analyst,...

read more