Imperial War Museums signs new toy partners

Billy Langsworthy

By Billy Langsworthy

September 27th 2016 at 11:01AM
UPDATED September 27th 2016 at 12:02PM
Imperial War Museums signs new toy partners

The Monster Factory will debut an inflatable spitfire at next month's Brand Licensing Europe.

Imperial War Museums has secured a raft of new toy partners ahead of Brand Licensing Europe 2016.

The Lagoon Group has produced a line of new products for its IWM range of toys and games that includes jigsaw puzzles, a rubber-band powered spitfire, poster paper planes and a model spitfire and tank.

"After the resounding success of our Ladybird Books and Natural History Museum ranges, we’re delighted to announce our new IWM range of spitfire toys and gifts," said Heather Watherston, director of The Lagoon Group.

"It has been a wonderful project combining the authenticity of the IWM brand and its fabulous collection of Second World War posters with contemporary design to develop some really fun boys' toys which will make great gifts for anyone aged eight to 80."

IWM has also signed a deal with The Monster Factory for a spitfire inflatable that will be launched at BLE 2016 in October.

"We feel that the IWM licence complements our portfolio of brands, we are very excited to be working closely with the IWM licensing team to produce a fantastic innovative range from their extensive archives and knowledge base," said Martin Grix, managing director of The Monster Factory.

David Fenton, head of retail and licensing at IWM, added: "These licensees have developed some great products and we are delighted to be working with them. They have both been enthusiastic and committed to bringing high quality, innovative products to the market, under IWM’s unique brand and the new ranges will extend our toy offering aimed at children."

Licensees have access to IWM’s vast collections, which includes posters and graphic arts, film, letters, diaries, photographs, paintings, textiles and sculpture.